Know your audience – There are about 2.27 billion active monthly users on Facebook and 326 million on Twitter. It’s likely your potential community members are already on social media talking about things that are relevant to you.

That’s why social media is such a great place to start looking for and building your own audience. Never before have so many consumers been gathered in the same arena or made available such useful information about themselves.

In the past, if you sold something like an energy sports drink, you could advertise at a sports game with a big banner and rest easy with the knowledge that you reached a few thousand people who were probably interested in your product.

But sports arenas are small compared to potential audiences on social media. Hundreds of the people in the crowd of that game probably don’t attend sporting events often and aren’t really interested in products relating to sports. Many others prefer to watch sports rather than play, so why would they want your drink? And no matter where you put your banner in the arena, only about half of the audience will see it.

Social media brings the advantage of being able to reach a greater number of consumers in a much more targeted fashion, and not just with impersonal ads! One of the best ways to build your own community through social media is to engage in groups and post with hashtags that focus on areas of interest related to your product. This more human interaction makes social media engagement far more effective than old banner ads.

When you’re starting a community, you need to fish where the fish are. Searching social media is how you find them.


Community management is an evolving field. Luckily, there are lots of communities around the web you can learn from and get help—whether you prefer Twitter, Facebook or LinkedIn.

This week we wanted to recommendSocial Media and Wine“. This is a group for all social media managers who work in the food & wine industries or are just major foodies. This group skews very international and especially Australian-centric.


“Your people love being part of a community because in communities there is always someone doing something amazing, which can have the effect of inspiring them to go harder and achieve bigger goals”. (#EmissaryGuildCommunity)