In my previous post we established the nature of this ‘weird devil’ known by many names but living under the umbrella term of “Social Media”. Our attempt at managing the digital strategies that go into a successful social media plan concluded with something that looked like an evil math equation (yes, yes- I know, ALL math is evil; but this equation is super evil!): Over 1000 “known” SMS+ less than 1% matter to your business+ that 1% also matters to 95% of your competitors= high risk of getting lost in the clutter.

In hopes of cutting through everyone else’s clutter (because of course your business is the only one that matters), it’s crucial that you manage your 1% at 100% capacity. But wait, where is YOUR 1% located? It’s easy to hop on the popularity bandwagon and do what everyone else is doing, but what if that’s not what’s best for your business? Sure Facebook is important to most businesses, but if you’re located anywhere in Brazil or India then forget about Facebook and focus on Orkut. This Google owned platform has exploded in Brazil since 2004, where it is now the top social networking website. What better way to reach your Brazilian audience then by switching to a Social Media platform they have embraced?

No biggie, after all you are located in Canada right? So you should go ahead and put all your effort on Twitter, but wait- your business is a restaurant. Well if you’re a restaurant then you will find that your 1% should focus on Yelp! Yelp, is a food/restaurant review social media website that encourages user generated content. Your customers can post reviews, highlight favourite menu items, post videos or pictures of the food and most importantly connect with other foodies via a platform that is popular in the foodie community.

One more? Alright, your business is a high-quality boutique film production studio interested in showcasing the highest standards of video to an exclusive community that can appreciate the work, effort and quality you put into every project. You had the bright idea of putting up your vides on MySpace, STOP- oh I jest, no one uses MySpace anymore. You had the idea of uploading your videos to YouTube, alright that’s pretty good- or maybe not. How about Vimeo? Vimeo is a video based social media platform that has less ads than YouTube, features higher viewing quality, nicer branding/graphics and most importantly has a community of passionate film makers who feel they are too good for YouTube. Boom- there’s audience. Vimeo it is.

The moral of the blog- to maximize your 1% don’t necessarily go running with the wolves. Instead find out which pack your audience is running with and go there (wow that’s a terrible analogy). Sorry about the length of this one, join me next time for Cutting Through The Clutter: You’re Supposed to be Social, SAY SOMETHING!

Dave Siekanowicz