Social Media – Know Your Audience | Performance Racing Industry
Social Media – Know Your Audience
By Jeanette DesJardins on April 29, 2016

In the world of social media, everyone’s an expert—everyone possesses those critical tips and tricks to bring your brand instant success. Right?

The simple truth is there is no cookie cutter, one-size-fits-all method that will guarantee your brand or race team overnight fame and prosperity.

That said, there are some basic principles that, when followed, will help build your brand’s presence on social media with quality followers that are interested in you and/or your product. The key is to know your audience.

Measuring Success

Now, the success of your social media campaign should not be measured solely by the number of “Likes” or “Followers” you amass. These days, anyone can simply enter a credit card number onto a less-than-reputable website that will send phony Likes and Followers to virtually any social media channel. What good does this do you? It doesn’t. 

In fact, it has a negative effect. Here’s why: The goal of your social media campaign should be to grow your brand with quality followers that are interested in your brand. People interested in your brand will drive engagement on your social media network, which in turn serves as a key to growth in the social media world. 

Having hundreds of fake profiles “Like” your page only ensures that your engagement remains low, as none of those profiles will ever interact with your page or respond to a call to action.

Car Chix built our social media program from the ground up—with no paid advertising targeting page Likes—and we definitely didn’t use any shady websites selling fake followers.

Starting from a small idea at a local race track that has since evolved into a worldwide phenomenon, Car Chix’s Facebook fanpage has grown from 16,000 to 85,000-plus Followers in just the last year! 

Yes, I said earlier not to measure your success by the number of Likes or Followers, but there is an exception. Nearly 50 percent of the traffic to Car Chix’s website comes directly from social media—fans that are being converted into sales. During our best week of 2015, the Car Chix Facebook page was reaching over 30 million people, which is a big reason why last year alone our sales grew by more than 280 percent!   

The Likes on our Facebook page are more than just Likes. They are fans, customers and prospects—this is a quality following; this is opportunity. So how did we do it?

Timing Is Everything

Anyone that tells you the best time to post is between 9 and 3 doesn’t know a thing about social media marketing. The best time to post is when your audience is online, period; and not everyone’s audience is online at the same time. 

Posting when your audience is online allows you to maximize your exposure. Why send out your race team’s new press release at 3 a.m. when no one is online besides you (and maybe a few of your old college buddies)? Post the next day, when 90 percent of your followers are online and looking for content. 

Take a look at your Insights on Facebook, or other analytic information provided for your specific social media accounts. Review this data, and start sending out your posts when they’re likely to gain maximum exposure. Try certain times for a week, then review and do it again. Remember: Test and tweak, test and tweak.

Quality Over Quantity

Content is king—a quality, well thought-out post will always be more effective than 10 random posts a day. Again, review your analytic data. How does your audience respond to certain posts? Do you get more Likes, Comments and Shares on posts with photos as opposed to posts with only text?

The key to growth is not the number of entries you can post in day. It is the number of quality posts that you publish over an extended period of time. Social media is a long-term relationship, not a one-night stand.

Over the years I have seen pages that publish content on social media three times a week with significantly higher engagement and numbers of followers than a page posting 10-plus times a day. The difference is that one page knows its audience and produces quality content, while the other does not.

Rules: Made To Be Broken

Critics and experts are everywhere. However, if we didn’t break the rules and test different methods on the Car Chix Facebook page along the way, we’d still be scooting along with an average page and mediocre engagement.

For example, I often read online about how we shouldn’t post memes, or shouldn’t post this or that. Well, you know what? We know our audience and they LIKE it.

True, not everyone’s audience will respond the same way, at the same time, to the same posts. The best thing you can do is just keep testing and tweaking. What works this week may not work next week—but the trick is to stay ahead of the game…and your competition.

If you don’t know your audience, get to know them, because they’re the ones that support you and your brand, and only they can help you truly succeed in the world of social media.
Jeanette DesJardins is the owner and founder of Car Chix, the premier motorsports organization for women, and Crank It Media, a professional Internet marketing company that specializes in the motorsports, automotive, industrial and entertainment industries. She is also a co-host on Teresa’s Garage Radio Show, a weekly international radio program that delivers up-to-the-minute news and opinions on racing and the auto industry.

About the Author
Jeanette DesJardins's picture
Jeanette DesJardins is the owner and founder of Car Chix and Crank It Media, as well as a co-host on Teresa’s Garage Radio Show.
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