Social media messages can be targeted to key audiences. This presentation explores several techniques for doing so.

1. TARGETING VIA SOCIAL MEDIA
Reaching Key Communities about their Key Issues on their Preferred Network
Alan Rosenblatt, Ph.D.
Sr. VP for Digital Strategy,
turner4D
Alan@turner4D.com
@turner4D
@DrDigiPol

2. Which Social Network Serves My Goals?
facebook Twitter Google+ Pinterest tumblr.
Biggest + Building
community;
groups; local
Influencing
influencers
Easiest
targeted
engagement
Website traffic
driver
Blog/social
integration
Largest
Demographic
M=F; < 35 yrs;
skewing female;
teens STILL use it!
71% of online US
adults
M=F; 18-24
yrs; skewing
male; 23%
of US adults
Young male
techies; 18-24
yrs
80% women;
avg 45 yrs;
28% of US
adults
M=F; 18-34 yrs
Content
Types
Links, pics, video
(best) & text
Links, pics
(best), video
& text
Links, pics,
video, text &
podcasts
Pictures &
video
Everything
Best Uses Long discussions,
social action,
internal &
external
discussions
Media &
blogger
outreach,
real time
discussion,
trend
monitoring
Hangouts for
small video
conferences &
for streaming
live events
Web traffic
referral, meme
testing &
collaborative
social media
Collaborative
social media,
(i.e. story
gathering)

3. Other Social Networks
• LinkedIn: More popular among adults than
Twitter; core demographic: 30-49 yrs; skews
towards well-educated; 28% of US adults
• Instagram: Teens consider it most important
network; 83% of teens in wealthy households use
it; 26% of US adults
• YouTube: reaches more adults aged 18 to 34 than
any single cable TV network
• Snapchat: 60% are 18-24 yrs (compared to 28% of
Instagram users in that age group)

4. More Data

5. Facebook & Twitter Demographics

6. Instagram & Pinterest Demographics

7. LinkedIn Demographics

8. Targeting Hashtag Communities on Twitter
• Goal: Get your message seen & shared by
hashtag communities
– Issue and identity groups
• Challenge: Get noticed over the noise in the
busiest hashtag communities
• Solution: Pairing busy & moderate hashtags

9. Finding Good Twitter Hashtags
• How often is it used?
– Busy – Large audience, noisy
– Moderate – Best hashtag
– Slow – No audience
• How many people are using it?
– Many people – Big public
conversation
– 1 or 2 people – Private
conversation
• What is the ratio of RTs:Tweets?
– Ideal for network effect

10. Finding Key Influencers on Twitter
• Keyword/Hashtag Searches
– Twitter
– Topsy
– SocialMention
– IceRocket
• Directories
– WeFollow.com (by Keyword & Location)
– LocalTweeps.com (by ZIP)
– Twellow.com, Twibes.com & JustTweetIt.com (by
category)
• Influencer Lists, Followers & Friends

11. Find Influencers to Follow:
Drilling Down on Twitter
Find an issue expert
• Follow who they follow
• Follow their followers
• Follow their lists

12. Targeting Key Influencers on Twitter
• Goal: Get key influencers to see & share your
message
• Challenge: Get the attention of busy influencers
• Solution: @Mention influencers by name;
target people they read

13. Facebook Tagging
• Tagging notifies other people and organizations about your
post
• Tag people - your friends and fellow activists to alert them (if
they are your friend or fan of your page); Ask your Facebook
friends to share your content to their Facebook page
• Tag pages – of key organizations, causes or celebrities
• To tag – type the @ symbol followed by organization’s name.
When the name comes up in the list, click on it.

14. I’m Down with OPP (Other People’s Pages)
Your Page
Other targeted pages
• Toggle to use Facebook as your page
• Post your message on affinity pages
• Vary the text of your posts to avoid being suspended for SPAM

15. Promoted Facebook Wall Post
• Occasionally pay for wall post promotions
– $5 or $10 will dramatically increase exposure
– Target fans of page (and friends of fans)
– Use Facebook.com/Ads to nano-target promotions
• Only promote really good wall posts
– Compelling content (infographics, photos, etc.)
– Ask people to like your page and SHARE!

16. Targeting LinkedIn Groups

17. Final Thought
• You can target on social media, if you try.
• But even when targeting, you will often be
speaking to more people than just your
targeted audience.
• This creates a unique challenge that few
people consider.

18. TARGETING VIA SOCIAL MEDIA
Reaching Key Communities about their Key Issues on their Preferred Network
Alan Rosenblatt, Ph.D.
Sr. VP for Digital Strategy,
turner4D
Alan@turner4D.com
@turner4D
@DrDigiPol
THANK YOU