Here’s another great book about social media and how to excel in marketing your service online! While this book is catered to businesses, it’s not that far of leap to apply it to your church as well. I’m still reading through it, but here’s some of the great nuggets so far on Hypertargeting:Facebook Targeting:
When targeting users on Facebook, narrow down your search beyond the basic of age, race, marital status, etc. Use the following categories:
Interests: You can input any interest that at least 100 people have listed on their profile, but be specific. Just don’t include cooking as in interest…what type of cooking? Italian, Chinese?
Example: If you’re a yoga center, consider targeting people nearby who list “yoga”, or to be more specific “Bikram Yoga” as an option.
Example: If you represent a non-profit, consider targeting the thousands of people who list “philanthropy” as an interest. Then take it a step further, and check for specific causes that are relevant or reach out to other nonprofit workers who share similar mission, locally or even globally.
Application Sample Interests: Christian, Baptist, Ministry Leader, Bible Study
Job Title: Remember, you’re not marketing to businesses, you’re marketing to people, who happen to be decision makers for businesses.
Application Pastors, Ministers, Youth Leaders, Ministry Leader, Music Leaders, Praise Leader
Workplace: You can input any workplace that multiple people on Facebook have identified as their employers. Example: A chiropractor in San Francisco targeted employees of nearby offices.
Application If you’re membership is made of up of oilfield workers, target profiles with oilfield companies listed as the workplace. Example: Chevron, Devon, Shell, Pioneer, etc.
LinkedIn allows you to determine exactly who your audience should be, based on job title, industry, seniority and company size. Example: Software marketers may target information technology professionals.
Application Are you in the market for a ministry leader? Use Linkedin to see who has the title listed in their profile in your area.
Twitter allows for you to target using real time data. Your target audience becomes based around what people are actually saying, not simply what you glean from demographic research. Try searching Twitter for “Need (your product, service or category) or “I want (something you have)”.
Example: If you’re a lawyer, you can do a twitter search for “need lawyer”.
Application Search for “Looking for church in (insert city)” or “Looking for bible study near (insert city)”…you’ll be amazed at how many people take to Twitter for help in finding a church!
Here’s an Amazon link to Dave Kerpen’s book: Libeable Social Media