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IN THIS CHAPTER

Finding your audience online

Segmenting B2C markets

Conducting B2B research online

Planning your strategy

In Chapter 1 of this minibook, we talk about making the business case for social media marketing, looking at the question of whether you should or shouldn’t get involved. That chapter is about strategy, goals, and objectives — this one is about tactics. It helps you decide which social media services best fit your marketing objectives and your target market.

Let your customers and prospects drive your selection of social media alternatives. To see the best return on your investment in social media, you need to try to use the same social media as they do. This principle is the same one you apply to all your other marketing and advertising efforts. Social media is a new tactic, not a new world.

Fish where your fish are. If your potential customers aren’t on a particular social media outlet, don’t start a campaign on that outlet.

In this chapter, we show how to use online market research to assess the match between your target markets and various social media outlets. After you do that, you’re ready to start filling out your own Social Media Marketing Plan, which appears at the end of this chapter.