I’m not saying that it isn’t correct to have an aspirational target. I’m saying that you shouldn’t forget that the majority of [your target] doesn’t live in the city where you’re making your advertising. The majority of [your target] doesn’t frequent hipster bars on Ossington and shop at H&M. They drink beer at their campsites, shop at Wal-Mart and go to Boston Pizza for a nice meal. And sometimes, they have handlebar amazing moustaches.Couldn't agree more. So often we are marketing to the people we'd like to buy our product, but we ignore the people who actually do. Fortunately, it's getting easier to identify our true fans.
Facebook Insights is now offering in-depth looks into the people who are using Pages and interacting with brands. Insights has been rolling out new metrics regularly, so I hope top interests and keywords will soon be a component of the analytics. In the meantime, why not take a random sample of Twitter followers and Facebook fans and figure out who's really listening to your messaging? If it's die-hards who will fight to the death about Pizza Hut vs. Domino's, offer incentives to share stories and media. If it's college kids looking to score coupons, show them some cheap pizza love. But figure out who you're talking to. It's never been easier to do it.
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