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My Marketing Journey On Social Media Part 2

In the previous post I discussed why I decided to make a social media push, along with a few landmines I've found along the way. I also included a bit of information on Twitter, which for me is an exercise in futility. So let's jump to another platform.

LinkedIn is a networking site that is used by professionals around the world for business purposes. You can find others in your industry, others in your area and people you just want to do business with. There are groups you can join based on location, for those who want to network with those in their town, groups for alumni organizations and many based on professions. Want to meet some sales executives? There's a group for that!

Additionally, you can find or post a job opening if you want. A few years ago a friend of mine was looking for a new job and had been using sites like Monster.com and CraigsList, but couldn't find anything he really liked. I suggested he give LinkedIn a try and sure enough he found a job in his field. 

One of the issues I have with LinkedIn is that the users don't always update their information. I will scroll through there and see acquaintances who have a job in their profile that they haven't worked at in years. This is an issue for job listings too, as I have applied for jobs that were not removed when filled.  


Facebook is the 600lb gorilla in the room. Despite the constant complaining by users about the terms of service and arbitrary rules, they still maintain dominance as a platform. (Whenever I see someone on Facebook griping about it I suggest they ask for a full refund. That usually shuts them up.) 

Facebook users set up profiles, and in doing so, give up information like their age, location, marital status and other vital information, which is aggregated and used to help businesses pinpoint where they want to advertise. In other words, if you are a user of Facebook, you are the product they are selling. 

If your target market is men in California between the ages of 34 and 78, Facebook will push your ad directly to those people. A good example of why this is important is my own business. As I am licensed to sell insurance in a handful of states, it makes no sense for me to spend dollars getting a message out to people who can't purchase my policies. 

Setting up a free business page can work for you. By inviting your "friends" to follow your page, you can post articles related to your industry or just updates about your business. Everyone may not want to like your page, and that's okay. The secret is to get people who don't know you to like your page, and I figured a way to do that. 

If you follow a page, say a local newspaper, you can comment on their posts, not as yourself, but as your business. If a kid wins an award, your business can now congratulate them. And if you read an article on a weather emergency, you can comment on it as your business. But here is the good part. If someone "likes" your comment, you can invite them to your page. I've gained a lot of followers to my page by using this method. 

Recently I began using Instagram (owned by Facebook) for my business. It's been a slow climb getting followers but I have learned that to key to success is to interact with others. By liking and commenting on other people's post, I've started to get some traction. 

Being a bit of a nerd, I've started doing my homework when it comes to all things social media. If you are new to using these platforms for your marketing, I suggest you check out Social Media Examiner, which gives great information for us beginners. I also watch plenty of YouTube videos on the ins and outs of these sites. 

Take some time to learn how to use these platforms to your advantage. And in the meantime, stay healthy!

Chris Castanes is a professional speaker who helps sales people succeed through workshops and humorous presentations. He's also the author of "You're Going To Be Great At This!", a humorous look at sales. For booking information, click here. He's also the president of Surf Financial Brokers selling life and disability insurance in several states.

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