Are You Ignoring Your Facebook Friends?

//Are You Ignoring Your Facebook Friends?

Are You Ignoring Your Facebook Friends?

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Pie Graph depicting age range percentages on facebook
In traditional marketing, companies worry about their message to the customer. In social media marketing,  what matters is not what you say but what others say about you. Jet Blue put millions into promoting their brand and in one incident, Steven Slater, the employee that “blew his customer service cool,” jumped out of the plane on the evacuation slide and became the new Jet Blue brand.

Social media is a platform for showing your personality and building relationships. By commenting on other’s status you can begin to show you care. Any social media presence on Facebook needs someone who’s “social” to build the brand. It doesn’t have to be the owner or CEO. Although according to Melissa Ward, Managing Partner of New Ward Development, LLC, a company specializing in helping businesses develop a strong online presence, she believes it’s a good idea for the CEO to be in the social space.

“This way the CEO can spend time posting/writing so he/she can learn what their prospective customer wants to know. It shows the CEO is listening and sharing with the consumer, says Melissa. If the company is small,  a consultant can help them create a social media plan, implement the plan and track the results.  Facebook needs to monitored by someone who loves engaging in the conversation. A larger company can hire a “Community Manager” with staff to promote and monitor the Social Networking space. “

For many businesses their primary customer has moved from male to female. According to a new study released by Oxygen Media and Lightspeed Research, as many as one-third of women aged 18-34 check Facebook when they first wake up, even before they get to the bathroom. According to research finding at   the University of Southern California, 67 percent of women under 40 said they feel as strongly about their internet communities as their offline ones, while only 38 percent of men said the same. It’s no secret that women like to talk and engage more than men. Unless you can engage them, their monetary value is useless.

What does this mean? Women are becoming everyone’s target customer and we know they are taking over this aspect of social media.

Knowing your customer on line is as important as off line. “You can’t build a strong on line marketing program unless you know your target customer, says Melissa. If you don’t understand who you’re talking to, how will you know how to engage them?  Social media marketing starts with the customer and ends with the customer. Although there are companies that have their campaigns run by “experts in social media,” most successful social media marketing campaigns are run by the company.”

A few tips from my interview with Melissa:

Know your customer. Just like traditional marketing, you need to find the right ones.

Try different campaigns to engage your prospective customers; use questions, discussion and surveys.

Try campaigns at different times of the day to see if the time makes a difference. Maybe your customer is on line at 7am rather than in the afternoon.

React to what’s being said and interact. The best way to get to know your Facebook friends is to check out their posts and get involved in the conversation.

Watch for negative comments and take them seriously. Make it possible for people to deal with you offline as well as on line. Handle all complaints as quickly as possible. If you feel the complaint is not serious or you are being harassed, notify Facebook (or whichever site) and deny them access to your site.

Melissa’s theory, “Having an outside company design your strategy and work with you for the first few months is a good idea. This way you can understand the technology and how it works. After your company is comfortable with the technology, I turn it over to them.  I may be the social media expert but when it comes to knowing “your’ customer”, you’re the expert.

Be mindful of what you post; your mother wouldn’t approve, it’s probably not a good idea. Melissa’s personal policy is: “If I don’t want my grandmother or daughter to read it, I don’t post it online. There is always looking on your behalf, for good or for bad.  “

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By |2017-03-03T12:07:12+00:00September 14th, 2010|Blog|18 Comments

About the Author:

Lisbeth Calandrino is an award winning trainer, entrepreneur, and blogger and has spent over twenty years developing custom tailored marketing and customer service programs for businesses. Her recently published book, Red Hot Customer Service, 35 Sizzling Ways to Heat up Your Business and Ignite Your Sales defines the steps necessary to build a competitive advantage and turn great companies into unforgettable or red hot companies. Lisbeth admits that much of her knowledge came from her Italian grandfather who despite very little formal education and a limited English vocabulary, managed to became both successful and wealthy. Lisbeth has wonderful stories about Grandpa DiBiagio’s and her time spent learning how to managing Grandpa’s fruit stand. Because of Lisbeth’s experience as a business owner, having been the managing partner and owner of 7 furniture and carpet stores for 14 years, she is able to bring her extensive business knowledge and experience to all of her clients. Lisbeth’s awards include executive of the year award from the International Executive Association, Albany chapter (a business networking group) and first place honors in an international marketing contest for alternative medicine. A two time cancer survivor, she has spoken extensively about her experiences of cancer, offering words of comfort and inspiration. As an activist, Lisbeth has initiated and contributed to many charitable causes. She has worked with at-risk youth, spoken out against injustice and advocated to and helped to build resources for women. As a presenter, Lisbeth Calandrino is highly motivational, information-rich, and very entertaining. Her acute business sense, contagious enthusiasm, positive energy and fun sense of humor make her a dynamic presenter. Lisbeth is a member of New York, Historic Albany Foundation, educational director of Business Referrals Networking Group and member of the board of directors of the Animal Protective Foundation of Scotia, New York.


  1. Tabby September 15, 2010 at 1:36 am

    Great post! I wanted to add something, too. The key here is the fact that posting should be treated as an experiement. I say that for several reasons. 1) It’s good to try out different things to really get to know your market (as you’ve stated already) and 2) you find yourself wayyyyy less vested in the outcome when you recognize that failure is part of the process.

    Keep it up Miss Lizz. 😉 Can’t wait for your next post!

  2. Lisbeth Calandrino September 15, 2010 at 7:16 am

    Hi Tabby, thank you for the post; I agreen with the experiment. I went to a women’s group yesterday and the speaker felt that social media was pretty overrated and only for the under 40 crowd. I was amazed to see that at least 5 people, over or close to 40 were shaking their heads in disbelief. I think there are lots of ways to engage the right people on Facebook. One way is to look at the business people, get their emails and connect with directly and see where that goes. Even with all that nothing may happen. But like you said, failure is part of the process.
    I wonder what other’s experiences are?

  3. Caren September 15, 2010 at 8:44 am

    Hi Lis,
    I really liked your blog post! I especially liked what Melissa said about hiring someone to help set up your social media presence and then hold your hand for a few months to make sure things go well and that you understand how the technology works. That really makes a lot of sense.

    Keep up the great work and the informative posts!!

  4. Lisbeth Calandrino September 15, 2010 at 9:14 am

    Hi Caren, thanks for taking the time to post. Social media doesn’t always work–what does but you have to give it a chance and grab all the possibilities within your grasp. Meliss is very good at what she does.

  5. Paul Thompson September 15, 2010 at 9:27 am

    I never thought of going to those who ‘liked’ us and looking at their posts! This is a great way to get to know those who follow you. Great tip, will try it out!

  6. Melissa September 18, 2010 at 7:32 pm

    Lis –

    Thank you for the quotes and including me in your blog post. You are a savvy business woman who really understands what social media is about!

    As always, if I can be of any help – just give me a shout!

    Caren – I find that the majority clients are more then capable of learning the technology once they’ve been mentored for a few months. It’s like anything else, create good habits from the beginning and it’s a win / win!!

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