Level Up: Social Media - Part 2
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Question from Kim, Rochester, NY:
”What are some of the steps I should take to maximize my social media campaigns?”
Answer from Katy Dwyer, Katy Dwyer Design:
”First, identify what your goals are on social media. It seems obvious (you want to be found!), but the answer is not always that black and white. Some potential goal examples (for B2C models and B2B models alike) are sales, brand building, list building, networking, reputation management, and recruitment. Those are just some of the possibilities. You need to know what your goal is in order to know who you might be speaking to, and what kind of content you can provide.
Second, you need to identify who your target audience is. Hopefully you’ve gone through this process in developing a business plan or planning your next product launch. You may not have one target, you may have a few, but use this information to develop a few personas--or hypothetical ideal customers--that you can hang up on your wall and always remember ‘that’s who I’m trying to reach.’ Make note of a few demographics and psychographics for these personas. What age group are they? What’s their income? Where do they live? What interests do they have? What makes them happy? What do they buy? Where do they spend their time? Give your personas fake names, maybe even a fake headshot, but identify them and put them somewhere so you will always be tripping over them. Just like a bullseye, they are your target.”
About Katy: Katy Dwyer has been working professionally in the marketing and design field since 1999. She has worked for creative firms whose client roster included companies such as BMW, ADP, and Deloitte, and after moving to the Hudson Valley in 2006, she worked as Creative Director at a Kingston-based real estate marketing firm, helping to bring luxury NYC condos to market. In 2009, Katy formed Katy Dwyer Design, Inc., a Kingston-based branding and marketing firm that works with start-ups, small businesses and non-profit organizations to strategize, create, and manage their professional brands and marketing plans. Katy teaches the marketing portion of the Women's Economic Development Center's 60-hour Entrepreneurial course. She is the president of the Board of Trustees of the Mid-Hudson Children's Museum, and also serves on the Arc Mid-Hudson Foundation board and as Chairperson of the Arc Mid-Hudson Humanitarian Dinner. She lives in Kingston with her husband and two daughters.