I have been on a diet for most of my adult life, but I’ve only been practicing social media marketing for less than a year. I’ve decided I like doing the marketing part more, not only because the results are quicker, but because it’s almost as rewarding as chocolate at midnight.
A few weeks ago, I wrote a post about how I’m conducting a marketing experiment on a client of mine, Jeri-Lyn McCrea. Jeri is a perfect candidate for social media marketing (SMM) for several reasons. She’s beautiful, clever, and is also now a published author. (Did I mention she’s single, guys?) It’s easy to talk about her and her lovely book online, because the book demonstrates a number of things we all have in common: hope, struggles, stress, and believing in ourselves. You don’t need to be in the same room with someone to understand these universal themes.
I’ve been using the five major techniques from that post, and several minor ones, to tackle the job of creating a “buzz” about her book. Until a few days ago, I didn’t know if it was working. But just like that morning when you step on the scale and see yourself a pound less than you were yesterday, the effects are starting to add up.
One of the so-called minor efforts we’ve been making has been to use a handy-dandy SMM tool that’s been around for a relatively long time in online terms, Meetup.com. We setup a meetup.com meeting for Jeri, called the Words in Action Meetup Group, and linked it to the Facebook group for Jeri, which is now getting attention by capitalizing on the friend networks that both she and I already have there.
The first meeting is meant to be a very casual “meet the author” sort of thing, at a local coffee house. It makes sense that the group could be a really strong regular thing after that time, because journaling is an activity that often benefits from a bit of support. Setting goals, keeping them in your sights, and constantly working towards them is very, very hard work. All the Meetup.com group really needs to be self-sustaining is a regular clique of people who want to attend. There isn’t even a cost involved, because we’ll keep paying the fees.
Dieting is hard work. So is SMM – researching target markets and mechanisms, sending out emails (individually written for each person – no form letters, please), spending hours on the phone, sending out sample copies of the book to various people, etc. I’ve done so much of that this week that I’m working up a sweat. But that’s ok – SMM is such good exercise that I’ve already lost two pounds. That’s better than I did last time on South Beach.