There’s always that one person on Facebook that comments on everything you post.
They like everything you post. They comment on random pictures you posted in 2009.
And here’s the creepy part: you don’t know who the person is.
You don’t even really recognize their name or their pictures. And yet, somehow, they’ve inserted themselves into your online life. They see every picture of every sandwich you post. They read every post about your children you write. They see every check-in when you’re on vacation.
How did you acquire this person as a friend?
Am I the only one that has a few of these people on Facebook? I can’t be.
This person is creepy and stalker-esque. This person knows intimate details about your life. They know what you like, what you don’t like, and what makes you tick.
Some argue that this level of stalkerishness is critical for local marketing professionals to effectively profile customers and prospects.
One of the best panels at SMX West was the Must Have Local Search Tactics panel. One of the speakers in this panel discussed a way to create buyer personas and more refined targeting based on social profiling. Basically here was her formula:
1) Define a target customer for your business. If you’re a fancy restaurant that serves really good salads, this might be women that make over $75K and are between 40 and 55 years old.
2) Find a few of these people on Twitter, Facebook, etc.
3) This is where things get extra creepy/awesome. Based on their social media profiles you can easily determine what these people like, don’t like, what they’re talking about, businesses they’re visiting, friends they have, and even why they make purchasing decisions. This isn’t hard.
4) Target these people–and their friends–with social media ads, posts, etc. And/or reach out to them–and their friends–personally. This is social profiling at it’s creepiest/best.
I mean, let’s be honest here people, you’re stalking potential customers via their social media accounts. Is this a good thing or a bad thing? Is it creepy or crafty?
I don’t know, but I do know that it is, increasingly, par for the course.
We just started using a marketing automation platform. Whenever a new contact is entered into the system, every bit of social media information on the web is pulled into the contact record. Immediately we can see the number of friends you have on Facebook, the number of Twitter followers you have, we can even see a profile picture of you.
This is standard in most modern CRMs and marketing automation platforms. Social media allows companies to get all up in your bidnass.
There is NO QUESTION that this allows marketers to target with more effectiveness, efficiency, and a better ROI. But does it cross the line?
We’re interested in your thoughts…
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