<< by on March 8th, 2013
“Audiences and communities are essential, but managing can be a challenge.” – Andrea Warner, SEO Braintrust
Last week, I attended an SEO Braintrust webinar led by Marty Weintraub (@aimclear) titled “Optimizing Human: The Art of Data Driven Community Outreach.” I was interested in this webinar because Marty and Lauren recently released a new book “The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success“, which is currently on my reading list. I was hoping this webinar would provide insight into what the book covered, but Marty was quick to state that while these tactics are covered in the book, they make up hardly 30% of the tactics, which is not even 30% of the content. The webinar was a whirlwind (in typical Marty fashion) and I have done my best to pick out a few tidbits that I think will be useful for any community managers out there.
If you are a community manager, there is a difference between welcoming behavior and outreach. Outreach, Marty describes, is “healthily assertive, data-driven behavior”. This kind of outreach will enable you to share great content and in any vertical, allow you to come out with a friend (otherwise known as a brand ambassador).
Two Ways to Make Friends in Social Media
1. As with any SEO campaign, it’s important to map keywords to conversations and users. A recommended tool for filtering feed to reveal actual users is HootSuite. With HootSuite, you can determine who is talking about the things you care about. Then, you have the opportunity to naturally join the conversation.
2. Another way to find relevant conversations is to use site: searches. Facebook Graph Search is not currently up to speed to try to find those relevant users and right now it is intentionally limited because of privacy concerns. With site: searches you can identify relevant public conversations. Site: searches help to find recent conversations surrounding your focus keywords for outreach to find and make friends that could turn into brand ambassadors.
Try these searches on Bing and Google to see what you find:
- Site: facebook.com/video kid president comments
- Site: facebook.com/mashable social media analytics
- site: plus.google.com cats
Facebook Advertising Hack
Another great tip Marty shared was to use the Facebook advertising tool to see who your “fans” are. By setting up a fake ad to target only your page, check out how many people have interests that you want. If you are a baking supply store and only 20% of your fans have interests in baking, are these the right fans? How did they get here? Conversely, if you are a pet store and 100% of your fans like dogs, cats, and bunnies – you have found the right fans.
Recently, my colleague Casey Davenport and I gave a webinar about Display advertising. During the event, I discussed how Facebook advertising could help you meet your goals, whether they are engagement, growth of your fan base, and conversion. If you realize that the people on Facebook who “like” you are not actually interested in you, Facebook advertising provides an opportunity to target the right users and create messages tailored to meet your goals.
Did you attend this webinar? What did you think? Are there any other community outreach hacks you use? I’d love to hear them! Please share below or find me on Twitter @Lokitis.