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Make Friends Not Followers: Targeting the Right People on Social Media Hangout

Thanks for joining Mack Web for our first live hangout! And a huge thank you to all of our panelists who contributed their experience and knowledge. We are truly honored for your community building wisdom.

In case you missed it, below is a recording of the entire hangout. There are tools and questions answered from the hangout listed below.

Special Thanks to our Panelists

We’re honored to have featured these panelists today:

Sheena Medina – @sheenamedina (also @CMmeetup)

Cheri Percy – @thedivinehammer (also @distilled)

Sara Lingafelter – @Saralingafelter (also @portent)

Jen Lopez – @jennita (also @moz)

Elise Ramsay – @eliseramsay (also @wistia)

And of course our own Mackenzie Fogelson – @mackfogelson (feel free also to reach out to @mackwebteam)

Key Tools Mentioned in the Hangout




Really Targeted Outreach

Measuring Community: KPIs and Social Media Metrics for Community

Free Online Community Building Guide

Questions From the Hangout

Here are some of the questions that were asked during the hangout. We’d love to hear more in the comments below:

  1. How does content fit into the community building portion of online marketing?
    For us (at Mack Web) content is community building. In other words, you will use all kinds of tools to build community (like SEO, social media, email marketing, PR, offline, etc) but you can’t do any of it without valuable content. Content is what starts the conversation and it’s also what is necessary for meaningful engagement.I’d also add that in order to be effective in your content and community building efforts that you have a strategy. Starting from your goals, not tools, will help get your efforts off on the right foot.
  2. How do you start a community for a client that’s in a very boring industry (let’s say heat pumps)?
    It has been our experience that you can build community really for anyone (even boring niche companies). We’d recommend starting from goals and developing a strategy that will help you to reach them. I’d also make sure that you have a common understanding of expectations. Things like: what everyone’s role is, how the process works,  how success will be measured. Community building is hard work and it takes a long time to gain traction (especially in boring niches). You just need to be consistent and do whatever it takes to reach the goals you’ve set. For more in-depth resources on the “how-to” of actually building a community, you can read More than you Ever Wanted to Know About Community Building and you can also sign up to receive our free community building guide which will be available on October 15th.
  3. Which platform should I use to get more people to know about my business Facebook page. I do not want to use ads.
    You can certainly use a variety of channels to drive traffic to Facebook that you don’t have to pay for. It just might take a little longer to get the traffic you’re anticipating. Certainly though you’ll have to to the work to build it.First, I’d recommend determining what people will get if they “like” your Facebook page presently as it is. Is there any value there? Is your page all full of self-promotion, or is there meaningful content that would attract the right customers and initiate engagement? That’s a great place to start. You’ll want to use valuable content (not just your own but other people’s quality content as well) to not only drive people to your page, but to keep them coming back. The type of content you feature on your page has everything to do with what you want to accomplish and who you’re wanting to attract to your community and your business. Again, I’d recommend instead of starting with the tools (Facebook), work from goals. What is it that you want to accomplish in your business (not just on Facebook)? This will help you determine a strategy that would include many other platforms and tools that you could use to build exposure and traffic to your Facebook page. And certainly, that strategy will include content. See #2 above for more on building community and how to get that started.
  4. What is the best way to handle a crisis on social media?
    It really depends on the crisis that is taking place as there are different approaches to handling things that arise on social media. I’d say that transparency and communication are key to any crisis that may arise. We actually have a blog post coming out in the next week about this exact topic (addressing many of the different crises that can happen on social media), so I will be sure to update this post as soon as it is out.
  5. What is the single most effective thing you’ve said to a stubborn organization who thinks talking about themselves is the answer?
    Show them some data. We track our client’s content and we have data that shows their self-promotional stuff doesn’t do as well as their more value/resource driven content that is meant to indirectly prove their expertise. I’d ask for 60-90 days to conduct an experiment. Test just your tweets. Do all self-promotional tweets all day long for several weeks and measure engagement indicators like shares, RT, conversations, etc. Then switch to a mix of both. We’ve had luck with the 80/20 ratio. The mix of self-promotion vs. more indirect value-driven is going to be different for every company so you really have to test what works best for you. What we’ve experienced is that it’s got to be a mix of both. And it’s not all about you.


Author Mack Fogelson

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