Monthly Archives: July 2012



At this point, no single customer engagement channel can deliver marketers a complete picture of consumer behavior. 

Google knows what you’re interested in, but not what you’ve done. Facebook knows who your friends are, but not what you buy. Pinterest knows what you share, but not how you act on it. Foursquare knows where you are, but not what you like. You get the idea. 

sharing social content The 6 Types Of Social Media Users 

Social media measurement is critical to success, but brands have been unable to get their arms around what it is and what it means.


Aimia, a loyalty-management firm, has unveiled a new segmentation model that analyzes trust and control as drivers of 6 distinct social media personas. The model is detailed in Staring at the Sun: Identifying, Understanding and Influencing Social Media Users. The report argues that specific social media personas can be identified and directly engaged.

“Today’s approach to social media measurement – racing to rack up the most likes, retweets, followers, and recommendations – is the wrong approach. Marketers must define success not by social media activity, but rather by customer value and engagement,” said Aimia senior VP Doug Rozen, lead author of the report. “Marketers often struggle to understand the true motivations and purchase intent behind customers’ social media activity. Proper segmentation allows marketers to appropriately identify, understand and influence customers through social channels.”

Aimia has identified 6 social media personas in the U.S.:

  1. No Shows (41%): No Shows haven’t logged on to a social network in the last 30 days. Most likely a 65-plus male, they typically exhibit low degrees of trust and have no interest in broadcasting their activities or interests to anyone.
  2. Newcomers (15%): Newcomers are typical passive users of a single social media network. They may reluctantly join Facebook, for example, in order not to feel “left behind”. Newcomers primarily use social media to enhance their online relationships.
  3. Onlookers (16%): Onlookers may lurk on several social media networks, but they post infrequently. They rely on social media primarily to keep up on the online lives of others within their social networks, but are reluctant to share details about themselves. Onlookers want complete control of their online information.
  4. Cliquers (6%): Cliquers are active, single-network users who congregate primarily on Facebook. They’re most likely to be women, and most of their online sharing includes photos, status updates, and comments. They’re active and influential within their small network of close friends and family.
  5. Mix-n-Minglers (19%): Mix-n-Minglers participate actively on multiple social networking platforms. They like to follow brands in order to receive offers and keep up with the latest news. They also understand the importance of data privacy. They meet many of their friends online and they’re influential in their networks.
  6. Sparks (3%): Sparks are the most active and deeply engaged users of social media. They use social media tools as a means of self-expression. While Sparks are still concerned about online privacy, they work to control the online conversation. Sparks typically boast the most open social networks amongst the six personas. They engage with brands frequently, and are enthusiastic ambassadors for their favorites.

Social media usage framework:

spectrum of social media usage 6 types of users The 6 Types Of Social Media Users

Social media use achieved critical mass much more quickly than anyone predicted. The type of segmentation outlined by Aimia can potentially help marketers understand the difference between active and passive audience behavior, and improve their ability to selectively leverage social media beyond what they’re able to accomplish via mass media. The data can help brands create a more sophisticated engagement strategy that considers how different groups of consumers use social media in different ways.

Here’s a graphic that breaks down the report’s data: 


6 types of social media users The 6 Types Of Social Media Users

Attraction attention of social media users to become customers of different firms requires a lot of analysis and strategic planning. First of all, it is necessary to get a clear idea about the motivation of the participation in the social media and, thus, determine level of dissatisfaction and discomfort that is associated with certain types of social media participation. Regardless of some load statements and popular ideas that a lot of consumers are willing to share their private information, however, in reality, majority of the social media users are significantly concerned about their private information sharing. Therefore, companies face rather complicated task with correctly identifying target group of customers in social media.

            Effective marketing strategy in the social media primarily depends on its focus, whether the company is trying to attract attention of specific group of people, or just general public. Latter often turns out to be a wasteful spending of time and resources. It is obvious that broadcasting advertisements to all the social media users is pointless. Therefore, there is a strong need in identifying groups of customers that are of bigger interest to a company, their behavior and preferences.

According to the research of Bain & Company, an average user of Facebook would press the “like” button of not more than 7 brands or companies. Users of the Facebook social media, for example, are considerably selective in what is appearing in their personal pages. Otherwise, they would find a constant flow of promotions and advertisements that are of no interest to them. Therefore, in order to increase the likelihood of capturing the advantages of social media marketing, it is essential to determine the target audience and understand what social media platforms they are frequently using, what engagement in this platform they have and what type of content they find to be the most compelling. Taking into account all these factors, a company can expect to successfully implement social media marketing.           



Controversial NextGen Journal Piece: ‘Every Social Media Manager Should Be Under 25′



A rather controversial issue raised by Sloane (2012) about the appropriate age for a manager in the social media sphere has been extensively discussed by the public of both age groups below and above 25 years. Even though majority of the discussants have disagreed with the proposed idea that managers in the social media companies should be young to most effectively target the audience’s needs, yet some of the “old” professionals found this idea quite reasonable.

For example, Kevin Hillstrom agrees that there is a need for the young social media managers in some cases. Hillstrom currently owns personal business (“MineThatData”). Before that he has worked as a vice president of database marketing for the Nordstrom, as a director of circulation, as analyst at Eddie Bauer Company, and also as a manager of analytical services at the Lands’ End. He made comments that for certain groups of social media companies, ideas of Sloane could be rather profitable.

Based on his experience and previous analysis, there is evidence that people above 30 usually use social media for other purposes than younger customers that often make transactions with the help of social media. These observations outline a fundamental difference between the behaviors of users who are of different age groups. Thus, this is one of the reasons where separation of generations appears. Majority of the social media clients are using services of those companies in order to increase their profits and sales while this does not match with the “baby boom” audience.

Therefore, in the situation when social media companies are targeted at the audiences who are above 30 years old and who are less likely make purchases with the help of the social media, unlike young people, then hiring a social media manager who is younger than 25 years may considerably improve the situation.

The first goal of internet marketing is getting people’s attention.

But there’s too much noise today. And it’s only getting worse.

Your potential customers have thousands of things to pay attention to. And their Twitter Stream or Facebook News Feed is already full of other alternatives to your product or service.

The problem is that companies want to rush in to the tools and tactics of social media, without giving much thought to their overall strategy.

And the result is that they look, sound, and feel just like everyone else. They’re lost in a sea of mediocrity.

So the key to social media is to stand out. If you want to see return on your efforts, then you need to separate yourself from the competition.

Here are 3 social media tips that you can use to save yourself hours of frustration.

Tip #1. Define Who You Are

The first step to any marketing strategy is to define who you are. But not some wishy-washy “mission statement”. Think deeper.

Businesses don’t take enough time to really flesh out their principles and priorities. The result? They sell commoditized products/services, are virtually indistinguishable from the next competitor, and don’t have a clear vision of who their target audience is.

The first step to positioning is by believing in something. Companies today want to “market” to everyone, and are afraid of taking a stand one way or another. But when you try to appeal to everyone, you really appeal to no one.

Instead, you need to “market” to those people who share your worldview. These people aren’t just casual consumers, but your raging fans. Start with your strengths:

  1. What does your company/brand really stand for?
  2. Who do you (specifically) serve?
  3. What is the unique solution you provide?
  4. What specific qualities does your company embody?
  5. Why does your company even exist (besides to turn a profit)?
  6. Why are your products/services better than everyone else?

And it also helps you answer the next tip…


Tip #2. Position Yourself

How will you be different from all the competition? If you don’t come up with a unique positioning, then you’ll be forgotten. You’ll get traffic, but it will bounce and never return again.

One way to define who you are, is by defining who you aren’t. By taking a stand, you’re aligning yourself with a specific set of beliefs or opinions. So by default, the “other guys” are your enemy.

This enemy could be a company, a trend, an industry, or an attitude towards business. But it’s personal.

For example, Apple believes in amazing products, beautiful design, and easy-to-use interfaces. Their enemy is complexity, scope-creep, and the companies behind bad products. Here are some quotes from Steve Jobs:

“If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Ages for about twenty years.”

“Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make it by innovation.”

“The only problem with Microsoft is they just have no taste. They have absolutely no taste. And I don’t mean that in a small way, I mean that in a big way, in the sense that they don’t think of original ideas, and they don’t bring much culture into their products.”

Obviously you don’t have to be this explicit. But you also don’t have to guess about who Apple is, or what they stand for.


Tip #3. Do Less

Finally, do less.

When you don’t have a lot of time, energy or money, then you need to focus where you invest to make a bigger impact. That means put more resources into fewer things. But what do you start?

1. Focus on the essential: Your website, your blog, and email marketing.

You own each of these channels (including all the data or content you’re creating), and they’re proven to be the most profitable channels. So start there. If your website is sub-par, your blog’s content isn’t engaging, or your email marketing is nonexistent, then start here first!

2. Focus on the highest ROI activities: Now figure out where you’re receiving “uncommon” results.

Maybe your style of creating content resonates with people and you see a lot of engagement. Or maybe your Facebook page sends a ton of traffic back to your website. Whatever the case, you should be able to identify one or two tactics that are really giving you a lot of return.

There’s absolutely no reason you need to prioritize more than two social networks. None. So don’t follow what everyone’s talking about. Pinterest for your business might be a waste of time.

Because most companies (outside of the Fortune 500) don’t have enough time, money or staff to make the returns worth the cost. They will eat up a lot of your time and energy, without giving you the returns you need.

And your goal is to stand out, not fit in. So instead of spreading yourself too thin (like every other business), go deeper and create a more rich, fulfilling experience for your customers.

You’ll get a higher ROI on your time & money, while also being able to stay sane in the process.

And you’ll have a better chance of keeping people’s attention, which is the first step of social media marketing.



Internet usage as well as spread of social media has been growing rapidly over the last ten years. With the means of the letter, a number of companies have got an opportunity to use new marketing strategies at considerably lower costs. Using Facebook or Twitter is an inexpensive and cost effective way for companies to market themselves and make effectively targeted advertisements.

However, at the same time excess of the various advertisements often decrease their value. Particularly, in the situations when customers face an extremely large volume of information, it becomes hard to filter it. Therefore, with time, it becomes complicated for companies to attract customer’s attention. However, still some social media marketing campaigns are more effective compared to others.

According to Brad Smith (2012), the major tips of a successful business marketing strategy in the social media are clear definition of the company, its positioning on the market, ,and, finally, definition of the target audience in order to reduce costs and time spent on marketing and, thus, increase its marketing efficiency.

However, it should also be noted that there are other crucial things that company should consider when it starts a marketing campaign in the social media. First, companies should be consistent in their social media marketing strategies. In particular, a lot of companies soon after launch of the profile in the social media, or making first blog posts, leave this area. However, this inconsistency creates an impression of the outdated information and that company is out of touch.

Also, it is necessary to be creative when dealing with social media marketing. In order to attract customers’ attention, there is a strong need to make an advertisement that would be different from the stream of other advertisements in the social media. However, it is critical not to cross limits with creativity and produce offensive advertisements.


55 Signs You’re Still Addicted to Social Media & Twitter

Posted by Pam Moore  July 22, 2012 with 880 reads


It’s been awhile since I wrote one of these posts. I think we have all pretty much confirmed we have addiction problems to social media and that crazy little blue bird. Just when we thought it couldn’t get any worse now we have pins and plusses to worry about.

So, just in case you thought you were out of luck in getting a free pass to social media addict bootcamp, no worries. If you answer yes to at least 50% of the below signs then you have an official lifetime member pass.


iStock 000019666790XSmall 55 Signs Youre Still Addicted to Social Media & Twitter

1. When and if you ever get to sleep you find yourself counting Pinterest boards versus sheep.

2. You could literaly operate Hootsuite on your iPhone with your eyes closed while talking,  jogging and chugging a bottle of water simultaneously.

3. Your garden reminds you of Pinterest and you even pinned a photo of it to your gardening board.

4. You have officially taught the grocery store clerk how to tweet. She should also now take this quiz.

5. Your kids understand social media better than most of your clients.

6. You are considering having your 10 year old fill in for you on an upcoming webinar.

7. You no longer have patience for people who tell you “my clients are not on social media.”

8. You turn down as many clients as you take on due to the “not going to sell you on social media factor.”

9. Your kids know the meaning of Tweet chat, hashtag, syndication, content marketing and edgerank.

10. You know how many tweets it takes to get thrown in Twitter jail.

11. You know the secret ninja tricks to get out Twitter jail.

12. You know who @TwitJailWarden is.

13. You participate in at least 3 tweet chats weekly.

14. You have accidently written your Twitter username on personal checks and other legal signatures.

iStock 000019666767XSmall 55 Signs Youre Still Addicted to Social Media & Twitter

15. You officially installed a tweet and iPad station in your family bathroom.

16. If a male family member goes to the restroom without the iPad everyone asks them what’s wrong or if they need to charge it.

17. You have received serious threats from your kids if you share a bad photo of them on Facebook.

18. You often question if you should just change your legal name to your Twitter handle.

19. Someone has stalked you at a local establishment and asked for you by your Twitter handle.

20. You have mastered inbound marketing and the automated online conversion funnel. Weekends are now yours, all yours!

21. Even though your online platform works while you’re not working on weekends, you still can’t get that smartphone out of your hand!

22. You have accepted the fact your brain now thinks in 140 character segments.

23. Everyone in your neighborhood thinks you live on Facebook and Twitter and have no life.

24. You question if your neighbors are right about #23.

25. You just thought to yourself “my neighbors are right about #23.”

26. You have too many Facebook pages to keep track of.

27. You are somewhat happy when Facebook has a slow performance day as it gives you an excuse to stay away from it for a bit.

28. Even some of your clients who started out with only 30 Twitter followers are now self proclaimed “Twitter Rockstars!”

29. You still cringe when clients and partners introduce you at speaking engagements and events as the “social media guru.”

30. You forget that not everyone you know is addicted to social media as you.

31. You no longer care if you tick off your parents or extended family with your psuedo business updates on your personal Facebook page.

32. Spammers on Twitter no longer bother you.

33. You have thought about creating a website to plublicly shame copycats and plagiarists who copy and paste your blog posts.

34. You don’t care who unfollows you. You know there are plenty more where they came from.

35. You are what you tweet and proud of it.

36. Your kids know most of the people in your Tribe on Triberr!

37. Your kids know every Facebook major update there has been the past year.

38. Your kids make fun  of you when you like your own posts on Facebook but you still do it anyway.

39. You get told daily by small business owners “you were right about Twitter at that seminar two years ago… it sure is a powerful tool.” You just think to yourself, “ya think? should have listened to me then, heh!?”

40.  You know the businesses in your local city who are less than a year away from going out of business because they have failed to adopt new media.

41. For fun you have mastered sending your bully “self proclaimed” competition on a wild goose chace of tangents distracted from their core business model with just a couple tweets or blog posts that get them spinning in the wrong direction.

42. Even though you have 50k followers on Twitter you mastered keeping private what you want private about your business and making public what you want public.

43. You are glad they didn’t have Facebook when you were in high school or else you would have never gotten away with the half the stuff you did.

44. You have mastered #cardiotweeting and can officially keep your heart rate in target zone while tweeting, reading blog posts and catching up on Facebook.

45. You leave the house for 30 minutes and come up with 5 new blog post ideas.

46. Your kids give you ideas daily for blog posts.

47. Your kids are launching a new business and already know what platforms their audiences are on and are ready for their Facebook business page.

48. You are jealous that your kids will never have to get a “real job” and can literally be successful entrepreneurs from age of 12!

49. You have at least one pet named 140, Tweetie or troll.

50. You have a hard time finding a developer who knows WordPress as well as you do.

52. You are considering dressing as a Pinterest board for Halloween this year but know most of your friends and neighbors won’t think it’s funny nor know what you are.

53. You swore you would never read another post about social media addiction.

54. You are questioning why you read this post as it already confirmed what you know.

55. You are going to tweet this post to your friends who will also agree with number #53 & #54.

Social media addiction happens to the best of us. The best you can do is accept it, embrace it and enjoy the fact your life is one big Tweet and status update!