of the divisive content elsewhere on social
media. So groups are a growth area worth
To find a group that might be an excellent
networking opportunity for you, simply type a
topic into the Facebook search bar. For
example, you can search for a broad term like
"Capital Markets." Then click "Groups" on the
top right side of your screen (these searches
are easier on a desktop or laptop which has
more room than your mobile device for all the
The search results will display numerous
groups of people all connected by their
interest in the topic.
You can also search for an industry where you
might find some potential investors or
thought leaders. For example, a search of
"Industrial Robotics" finds numerous groups
on the topic, some of which publish daily
updates about advances in their industry.
On Linkedin, which is less social and more
business-to-business, groups are even more
powerful. You can search for groups by name
or keyword, or you can browse groups
recommended for you by LinkedIn.
A great place to start is with the group
administrator. They are most likely to be a
respected leader in the industry and worth
Engaging with the group administrator's
Linkedin posts is a good idea. Sharing posts
that are relevant to your audience via Tweets
and Facebook, can lead to great relationships.
Often these influencers will share your work,
thus providing you with some tacit authority.
It's important to remember that social media
is a social place, not a market place. So avoid
attention-seeking posts that promote your
offerings. It's crucial to engage with other
group members to build relationships first
and leads second.
Naturally, that activity can take time and
resources, so it's also worth evaluating the
ROI of advertising on social media. Advertis-
ing is less authentic; nevertheless, advertising
provides a boost to your social media
presence. If your business is considering
advertising on social media, here is a funda-
mental step you need to know before you
Facebook and Linkedin have made it very
easy for anyone with a credit card to advertise. Although it's easy to begin the advertising process, achieving measurable goals
beyond vanity metrics can be a challenge.
If lead generation is your goal, it's essential to
consider how you will persuade a cold lead to
engage with your offer. So before running a
lead generation campaign, the best strategy is
to create a content marketing campaign that
genuinely serves your prospective audience.
The content marketing campaign needs to get
your prospects thinking about how your
business helps them achieve their financial
goals and become more successful. This
strategy worked for Deere & Company in
1895, and it still works today. John Deere
continues to publish The Furrow magazine
and has extended it with an excellent website.
Most significantly, John Deere has over 4
million Facebook followers.
It's a long-term success story that began with
an innovative idea to create content to help
farmers increase their fortunes.
Keith Tomasek is an
strategist specializing in
social media marketing.
He's also produced award-winning short
films, one of which was shortlisted for an
Oscar nomination. Working as Senior
Interactive Media Developer with
America Online he partnered with major
brands, including RBC Royal Bank and
Warner Brothers, to create online
marketing campaigns, including the
interactive marketing for “Lord of the
Rings: The Fellowship of the Ring.” For
10 years he was a lecturer at Western
University where he launched their
certificate in digital communication