Social media fan Zoe Deluca.
Social media fan Zoe Deluca. Warren Lynam

Facebook works, but at a price

LET’S bust some myths about social media.

It is not free marketing, it actually costs time and money.

Jumping into it without a strong strategy will yield as much success as a sky-dive without a parachute.

And who said you can’t ‘steal’ your competitors’ contacts?

The Creative Collective social media specialist Zoe DeLuca confirmed what we all know, and what some of us secretly dread: this phenomenon is hot, it is everywhere and it can work wonders for business.

“You must know what you want out of social media before you start,” she said. “And that involves designing a strategy with a clear intent of the results you want to achieve.

“A lot of business owners just want to be on social media, then they get quite overwhelmed, they spend a lot of time on it and say it doesn’t work. That’s because they didn’t know what they wanted from it.

“The numbers are getting bigger and bigger in terms of results and sales generated online. Business owners are now moving to mobile a lot more.

“It’s really time for a wake-up call, if you are not in that space, you are missing out.”

Ms DeLuca who turned to Twitter to promote her multi-level marketing company in 2008, and then ended up counselling others to do the same, said the biggest lie was that social media was free.

“It requires an investment to do it effectively. Whether it’s your time in learning the skills, or understanding the basics, or hiring somebody else who has those skills.

“A lot of people pay somebody to build a site and give no thought to ongoing management, consistent posting, what to post, how do you know what’s being said about you?”

She said frequency of posts was important, with a trend emerging towards a good content post every second day, a Facebook post every day, and up to 20 tweets a day.

“Everyone should start on Twitter and then go to Facebook, because you can make mistakes on Twitter and it’s forgiving.

“Here’s a tactic for Twitter.

“Find five people you idolise, Google them and find their Twitter name.

“Look at their followers and who they’re following. Click on either, and unless they have protected their tweets it will open up all those people.

“There is a good chance if they are interested in that service, they will be interested in yours.

“Simply click ‘follow’ as you go down the list – it’s like opening up your competitors’ contacts book and taking a look.

“I call it legitimate lifting of their contacts base.

“But remember, the value is not in the number of your Twitter followers, it is the quality of them.”

Largest demographic on Facebook: 35-55 y.o. women.

Fastest growing demographic: 55+.

Twitter: 200 million users worldwide, 2.5 million in Australia, almost 50% active users.

Facebook usage in Australia recently exceeded Google.

One million smart phones are sold every month in Australia.

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