The 80/20 Rule - How to discover the most effective social media platform for your specific business | Michele PW Pariza Wacek | Skillshare

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The 80/20 Rule - How to discover the most effective social media platform for your specific business

teacher avatar Michele PW Pariza Wacek, Love-Based Copywriter and Marketer, Novelist

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (21m)
    • 1. Introduction

    • 2. Strengths and Weaknesses of Each Social Media Platform Part 1

    • 3. Strengths and Weaknesses of Each Social Media Platform Part 2

    • 4. Who Are You Trying to Reach?

    • 5. What About You?

    • 6. Putting it All Together

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About This Class

If you want to sell something —regardless if you’re an entrepreneur, have a small business, are an artist or an author or even a blogger -- it's absolutely crucial to be incorporating social media into your online marketing strategy. But, which social networking platform is best for you? In this 20-minute class, expert copywriter and marketer Michele PW (Pariza Wacek) will help you not only discover which social networking platform is best for you and your specific goals, but also create a social networking plan that is both realistic and designed to get you results.

Meet Your Teacher

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Michele PW Pariza Wacek

Love-Based Copywriter and Marketer, Novelist


When Michele was 3 years old, she taught herself to read because she wanted to write stories so badly.

As you can imagine, writing has been a driving passion throughout her life. She became a professional copywriter (which is writing promotional materials for businesses), which led to her founding a copywriting and marketing company based on her core Love-Based philosophy that has sold $50M worth of products and services over the past 8 years.

She's the author of the bestselling "Love-Based Business" series of books, which includes "Love-Based Copy," "Love-Based Online Marketing," and "Love-Based Money and Mindset." These books share how you can sell more with love and build a solid, profitable business on a foundation of love versus a foundation of fear.

In additio... See full profile

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1. Introduction: Hi, I'm Michelle PW, Michelle Parise Wasiq, and I'm the owner of Love based Copyrighting, a marketing company. Plus, I'm the best selling author of The Love, These Business, Siri's and a novelist. I've use social media over the years to not only sell my own products and services and books both fiction and nonfiction, but also to help my clients sell their products and services. And I'm here to tell you social networking is here to stay. There are 2.3 billion that's building with the be active social media users in the world. Americans check their social media accounts 17 times a day. So if you want to sell something regardless, if you're an entrepreneur or have a small business or your artist or author or a blogger is absolutely crucial to be incorporating social media into your online marketing strategy, we want to sell those products and services and grow your business invisibility. But as you've no doubt noticed, social media is one massive time suck Univ. You just on one platform, you can easily fall down the Facebook or Twitter rabbit hole and spend the entire day there without much to show for it and That's just Facebook and Twitter. What about Instagram and LinkedIn and YouTube and Pinterest? How hundreds are you supposed to keep up with all of them and still have time for your business? Or are or writing much? Let's have a life When did be awesome to know which social media platforms one. You'll get the biggest return on your time investment. Well, now you can. That's what I'm gonna walk you through in this training how you can determine the best social media platform for you so you can reach your goals. 2. Strengths and Weaknesses of Each Social Media Platform Part 1: Hi. Welcome back in this section. I'm going to give you a brief overview of each social media platform, so you have a better idea of how to judge. If it's right for you, we'll start with Facebook. Facebook is the £90 gorilla in the room. It's the biggest one. There are 1.6 billion users and 400 million small business accounts. Pretty much everybody is on Facebook. Except for people teenagers, teenagers under 20 have actually been deleting their account. So if you are trying to reach people under 20 Facebook might not be for you. But for everybody else, chances are Facebook is a place that you want to be on. Which, of course, is one of the pros. Nearly everyone who is older than 21 has a social media account is on there and uses it. Even if they prefer a different social media platform, they still will go on Facebook. Another pro about Facebook is that post will stick around so they don't actually get. They don't They don't have a short assault shelf Life is like a platform like Twitter. You can actually see them a few days or a few weeks later. Kind of Facebook is that it can be really difficult to get a lot of organic reach. So Facebook is if you if you haven't noticed that you can sometimes post of opposed to a post on Facebook, and it just doesn't you don't you're getting the like. You are getting the shares. You're just not getting the region. That's because Facebook is definitely pushing or an advertising platform. So that's so. And it's unless you're buying advertising, it can be difficult to get beyond your friends and family or your core people who are actually liking and viewing your posts. The other problem with Facebook is that the algorithms can change very quickly. So one day you could be right high and getting lots and lots of burning, an agreed with your post. And then the next day everything disappears, which really sucks. So let's talk about some tips for success for Facebook. What you want to do is you want to share a variety of content, vulnerable stories, pictures of your pads, pictures of your kids, pictures of your family vacation, what's going on in your life, what's going on, your family like along with whatever business content you're selling. Facebook responds really well when you when you actually mix things up like that and share parts of your life. People in Facebook, that's what they're kind of expecting. They want to see parts of your life, so you definitely want to share it. The other tip for success is to be active and groups. This is a great way to find your ideal clients is to find the groups that you that your ideal behinds air hanging out with and be active in there. And I'll talk about that more than in the later segment. Okay, let's talk about Twitter. Twitter has only 325 million users only, but one course any compared to Facebook, it is kind of lower. So the pro about fate about Twitter is that it is a great platform that quick virtual conversations and to connect with your ideal clients. So, really, what? One of the real strengths about Twitter is that it's really designed to have conversations so you can reach up the people and just like tap them on the shoulder, and it's really easy to actually network in a virtual way. You also integrates really well with logs and other information content. Corsicana is that tweets disappear very quickly, like 3 to 5 seconds. It's just that there really fast, so you need to tweet a lot. And, of course, you only have 140 characters, which means you have to be really succeed, and some users find it confusing and don't stick around. So not all of your ideal clients will actually be on Twitter. Even if some of your ideal clients are not. All of them will be so. Some tips for success short, pithy comments work best, and it is definitely all about the conversation. So, really, if you are good about walking up to people in just starting a conversation Twitter, maybe exactly for you, I think then Lincoln has 420 million users. I think it's also one of the oldest ones out there, and it's more professional informal than other social media platforms. Now the pro about about LinkedIn is that is good if you're trying to reach a corporate or professional crowd. So if that's if that's what you're trying to reach them, that Lincoln is, it is a must now that kind of it is, it's not as popular. Some other platforms and a lot of people don't have a length and a counter. If they do believe in accounting up on it very much, it's also more rigid and formal, which again it mean part of social networking is kind of being fun and talking to people and linked and kind of discourages some of that. So that which is why I think a lot of people don't really use it. So tips for success stay on topic. Unlike Facebook, you don't want to be going off and showing, you know, vulnerable stories or, you know, tips of your pictures of your grandchildren. You want to stick with business and corporate topics, and if you're not trying to reach business and corporate people, it may not be the best platform. Okay, so that covers Facebook, Twitter and LinkedIn. I will cover three more platforms in the next video 3. Strengths and Weaknesses of Each Social Media Platform Part 2: Welcome back in this segment, I'm gonna be covering YouTube, Instagram and Pinterest. So let's start with YouTube. There are one billion accounts on YouTube. YouTube is actually second only to Facebook in terms of how big. How many people have accounts on that social networking platform. It is also the second largest search engine with Google, of course, being the first and as Google earned, owns you to guess. Google and YouTube really have searches locked up. But anyways, video YouTube is the second largest. So some props about YouTube is that videos are becoming more more popular. In fact, they're you know, they're becoming so popular that even, you know, places like Facebook live instagram stories. Of course, we're at Snapchat, which is all about the video periscope. You know, more and more videos or being integrated and other social media platforms. So people, more, more people really wanting to in court, you know, incorporate business and see you. And when you are when you have a business, because people do want to do business with people they know like a top truck, and trust and videos are a great way to actually do that. And of course, you two videos are really good for us. You and the cons of YouTube are, of course, need to want to shoot the videos. You don't want to get dressed up and fix your hair, do your makeup and have somebody pointed video camera on you. It was probably not going to be the right fit for you. So Tips is for success. You know, As I said before, videos are becoming more and more popular. So, quite honestly, even if you don't want to, like, get dressed up and all dolled up with your hair and makeup, you might want to think about it because YouTube is so videos are just becoming more and more important and as a business person, Or it doesn't matter what you're trying to sell your books, your art. You're blawg. People want to interact with people, and so the more they can see you and they can see your videos, they can see your humanness. So you may want to think about, you know, even a doing it on a small scale. Okay, let's move. The Instagram Instagram has 430 million users. Instagram's, also owned by Facebook, just isn't f. Y I if you're trying to reach a younger crowd, Um, instagram is great and it's also becoming more and more popular, so that's definitely but And if you can, obviously what Instagram is as you take, there's a graphics or some sort of pictures or graphics, and then you've got a little bit of text on there. When I personally found with Instagram is that I get far more engagement on Instagram that I do with Facebook. So I definitely like using Instagram quite a bit in my marketing. Now. Some of the Contras instagram is You can't add a clickable lake, which is really kind of annoying, so you have to work it in with C T a butter in order to have people because obviously people who believe instagram in orderto Antrim your your help. You also need to be able to work in some sort of visual content. Did you need either have pictures where you need to have like a graphic with quotes on it? You need something visual for Instagram to work, so it tips for success. Whatever your business is based on, stay on that topic. So just like LinkedIn, you don't want to be going off and talking about your kids or your dogs unless your business about your kids with your dogs. So stay on topic and you also want to use hashtags interest. So Pinterest is the lowest system. Is the kid in the whole thing? With 100 10 million users, however, centric pins have some of the longest shelf life than anything else out there in social media. And Pinterest can be great not only for visuals, but you know if you have something visual that you sell like art. But it's also great for bloggers and books and buyers are UNP interests More and more, they're showing that especially women. It's very it's very highly advise towards women in us. Uh, they actually search on Pinterest first before making a purchase. Now, of course, the con is you need to have visual content. And if you aren't trying to reach mostly us mostly women, that it might not be the platform for you. Tip for success. Pinning frequently is the key to success for Pinterest. You're gonna wanna pin 15 to 30 times a day, so that wraps up the social networking platform platform overview. Next up, we'll dig into who you are trying to reach 4. Who Are You Trying to Reach?: Welcome back. Now we're going to dig into who you're trying to reach because quite honestly, if you don't know who you're reaching is gonna be impossible to figure out which social media platform you should be spending time on. There was a worksheet I've created for you so you can work through which Social Media platform is right for you. You may want to grab it now. Plus, as a class project, I would love to see you post the answer to that question in the worksheet. Okay, so let's get the work shit up and let's get started. Who are you trying to reach? Let me talk a little bit about ideal clients versus niche or target markets. So target you might have heard a target market in niche markets. To me, those are there was a good place to start, but they don't go far enough to me. They're more external because they're more demographic based. To me, ideal client is what I prefer to do. I tell client ideo buyer ideal reader, ideal customer and reason why I like I like that term better is because, to me, that's more internal. It's more about the values hopes and dreams because, quite honestly, the more that you can actually understand where your ideal client is coming from, really understand their values, you know, really know what's keeping them up at night. So you really want to know who you people you want to look for you What I know like you would a friend. So the deeper you can really get to know them, the better. It's gonna be more specific you can. You know who you're looking for, The easier is gonna be to find and market to them. So really taking the time to really dig in and figure out who your ideal clients, our readers or whoever is gonna be really, really important not only just to find the social media platform, but really your entire marketing. So to help you be more since more specific, let's get out the worksheet. So in the work, you're gonna see the question who is your ideal client customer by a reader and why? And I really want you to e. I want you to really take some time with here. I want you to really describe who this is. Maybe this could be a person. I really want. In fact, do it as a person. Don't do it as a group. And if you can think of one particular person, uh, somebody that you knew, they don't have to have actually give you any money. By the way, it could be somebody that you like. Your could have coached her. Your hairdresser or you're somebody who? Your cousin who loved your book. I don't care who it is, but just really picture that person and write them. And then right, Why? They are your ideal client, customer, buyer, reader. And you want to sink into that. Why part as well? Now, this might be a good time to pause and really fill out that worksheet. I want you to really feel it. So why don't you pause and then we can come back. Okay, so now you have a clear avatar. Now you need to know where they hang out. Do you already know which social media platform they prefer to be on? You might already know that if you do, then the and then great. If the answer is no, it's time for some research. Now you want to start with Facebook? As I said, before. Pretty much everybody's on Facebook. So go on Facebook and look with group. Look for groups that have your ideal clients in it. Even a Facebook isn't their favorite social media social networking platform. Pretty, you know, essence. Everybody's on their. They'll probably gonna be on Facebook. They're probably gonna be in a group at some point. So it's a really great place to start. When she found those groups in your in most groups, you know, look around, read the Post, read the comments, see if there's any talk of any other social media platforms. And if nothing else, you could also ask if there's, you know what, Where else did they prefer to hang out with? Okay, so now that we figured out who your ideal clients are, who you actually trying to find? It's time to move to you and your preference, which will cover in the next segment. 5. What About You?: welcome back in this segment. We're going to dig into your goals and dreams and preferences. So let's start by getting that worksheet back out. What are your goals? Are you an entrepreneur? You're a small business owner. Do you have a personality brand? Are you trying to promote a brick and motor business such as a restaurant? Are you an author trying to promote books? Are you an artist? Are you a blogger? Whatever. You're trying to dio write it down here. In fact, you may want to pause here and write down your goals. You know all your goals, not only what you are, but what you are actually trying to accomplish. Because depending on what your goals are, the social media platform that's optimal for you may change. Now, the next question is, what is your prefer social media platform? Look, there's no getting around it. The only way you're gonna be successful promoting yourself in social media is if you spend time on this on the social media platform you hate. The platform is gonna be difficult for you to spend any time on it. So what you prefer is definitely important. So you may want to take a moment to fill that out on the worksheet as well, and then we'll move to the final section what we'll put it all together. 6. Putting it All Together: Welcome back. Here's where the rubber meets the road. I'm gonna walk you through how you can best determine which social media platform is right for you. So to start, let's get the worksheet back out. Turned the page to before we get there. Let me also talk a little bit about how you can actually what I want you to do. I want you to look at the social media platform that you prefer. I want to look at the one that's right for your goals. I want you to look at also the one that is good for your ideal clients. Which one your ideal clients preferred now it would be great if all three of them fit. They don't all fit that. Obviously, you're gonna have to make some determinations as to which one. Really? You know which one that you're gonna actually do and you might want Also do. What I'm gonna talk about later in this video is having a primary and a secondary. So that's so. But we'll get to that a little bit. So let's start by kind of walking you through. You know how you can figure out what you know where which platform is right for you. So Facebook is pretty much good for everybody. Even if you have a small presence is probably, you know, I think everyone should probably have a Facebook account. You can have a Facebook personal thought profile and also a business profile. So start with Facebook and that could either be your primary, your secondary one Twitter. If you have a blogger, podcast or YouTube channel, or if you're doing some sort of content marketing like it if you are an author, if you are a blogger, anything with content, you know you should also have Twitter as part of your part of your platform. And could that integrates so well with that, however, he really hate Twitter or find it confusing. You don't have to be on there. And if your ideal clients even prefer Twitter like I said, you could probably find them somewhere else. It probably also on Facebook, so you don't really have to interact with them there if you don't want to lengthen. Clearly linked in is the choice. If you're trying to reach a corporate or business ideal client group, but if you're not, then I wouldn't waste your time. YouTube. So if you're enjoying doing videos, if you are, you know, then you definitely want to do it. If you have any sort of content marketing uh, log books, I would definitely do videos because they integrate really well in things. Also, if you have a big you know, give a visual brand. If you're an artist, anything like that, you probably still want to do some videos. You don't have to be on videos. You could just put your visual brand on videos, but can you really want to take advantage of that S CEO and a stretch it engine capability ? Instagram Definitely a must of you if it's visual, definitely must for a younger crowd. And if you want to incorporate, you know, so anything you wanted corporate pictures or graphics it's great to be a instagram. And like I said, Instagram is getting a popularity. So you may want to kind of jump in now and Pinterest a no brainer. If you have a visual, anything is visual. If you were an artist, if you are a blogger, if you're doing content of your promoting books, you definitely want to be on Pinterest. Okay, so Now that I've kind of walked you through all that, it's time to decide your primary secretary social networking platforms, you know, And as I kind of started off by saying, if what you prefer isn't exactly what your ideal clients refer or what you should be on for goals like, say, you are a blogger and you hate Pinterest. You know, I think pinchers would be good for you to be on. But you could You could have Pinterest be a secondary one and Nisman quite a so much time on it. So eso if you're gonna have a presence on as many platforms and if you want to have multiple presence and up, our presence is on many platforms and you would probably want to work with a or a team to help you, because on just know that the less of your time and energy that you spend on any kind of social media platform the last results you're going to get. But at least if you use a V A and a team you can reach, you can have more reach than you trying to do all of it yourself, which I definitely don't recommend. Okay, So when you decide for your primary and secretary so for your private social networking platform after you decide which it is, how often are you gonna poster in Iraq there? I would encourage you to spend 15 to 30 minutes 5 to 7 days a week. And then I also would encourage you to get out your calendar and schedule this into your life. You know, Right. Do that right now and now I want you to do this for your secondary social media platform. So for your such secondary social media platform, you probably only need to do is 15 to 30 minutes, 2 to 3 times a week and again, block off your calendar and see how you're going to schedule this into your life or your class project. I would love heavy posters. Lastly, I want to quickly talk about what happens if your social media platform you prefers in the one your ideal clients per firm. As I kind of said before, you know, you could have it be a secondary or a primary or secondary, but if you really hate it and depending on how much you dislike the platform, you may want to consider hiring help. You may be able to force yourself to do it for a certain amount of time, but eventually it will likely catch up with you and you won't do it. So now we've come to the end of the 80 20 rule. How to discover the most effective social media platform for your specific business or what you're specifically selling. I hope you've enjoyed learning as much. I've enjoyed teaching. Definitely take him over to leave a review in a common, especially if you like this. I know.