018 | Focusing On The Right Social Media Goals, With Tanya MFK

I’m your host Manuj Aggarwal. Today I’m talking with the founder and director of build a biz Tanya Kraisingr about how to make your social media efforts count by focusing on the right goals. In this episode, she will give us the rules of the road when it comes to maximizing your efforts on social media efforts. And this is a topic that every entrepreneur or professional needs to understand. So welcome, Tanya. Tanya is entrepreneur and a well known social media expert. And she’s going to share all her knowledge and wisdom and experience today so that we can get on track with our social media goals.

So first, Tanya, can you let us know? Tell us a little bit about yourself in terms of your background and education and experience? And particularly in entrepreneurship and social media?

Yes, I will give the smallest nutshell that I can because there’s a long road and a long story as most people on this entrepreneurial journey know, right? It’s never, it’s never the small short story, right. But in the smallest version, especially since we’re specifically speaking about social media, I’ll focus on that, you know, I was fortunate enough to be in my 20s when social media first started to become a thing, right? So I was still young enough, you know, to kind of like, grow with it. But old enough to also kind of see value and business value in it. And so when social media was first becoming a thing, and, you know, I’m talking about like MySpace, like, so we’re really going to date myself here. I was working in the music industry, actually. And so it was a really interesting time in the music industry. Because it was also when things were becoming digitized. The iPod was a new thing. And it was a really scary part like time in the industry, because we didn’t know how to monetize records and albums anymore, it was really like, and this is also the same time where somebody could put a mixtape out on MySpace and cut a record deal. So it’s like the power of connection and audience building. That was when it really I think, hit us like holy crap, you know, this is powerful, this is something, maybe we’re not all using the right way or thinking about in the right way. So that really was I think, the big thing that started it, to start to look at it differently and recognize it that started my social media kind of focus within my career. And then from there, I ended up working with in the CPG industry, which consumer packaged goods. So I work with people like Nestle, all the stuff that you see on the shelves and Whole Foods, versus a lot of those brands tend to get on the shelves there. And then that became an entirely different way of thinking about social media, because you couldn’t just sell your bag of chips on social media, because it was in Whole Foods. So you had to think about it differently. Well, what gets them to go to the store? And what do they want to talk about what’s interesting about this, and so we really had to identify, really a different purpose and goal of social media. So I would say that’s kind of what took that entrepreneurial journey into social media and into marketing. And that focus was really the novelty of the power of it.

That’s awesome. That’s great. So how long you been on this journey? How long you been an entrepreneur and social expert?

I started dabbling as entrepreneur in 2001. And I would say officially, yeah, I’ve been office free since 2005.

And do a share your story as well. Like you know, you have a unique lifestyle, you travel around the world. So do say a few words about that. Because in a lot of people may find find that quite interesting. And a lot of people have aspirations to do what you do.

Here. Yeah, I know it’s, it’s a little trendy is like the digital nomad life. And we were actually I was just recently featured on on Go Daddy’s blog about kind of our lifestyle as well, because the digital nomad life is, tends to be thought of that it’s only for kind of the young ins right now the 20 year olds or the 19 year olds. And so my family and I, we do what we call slower with something we call other people call it to slow travel. And what it means is that we go and we settle in a place for usually about six months at a time, yes, it could be longer. But we really settle in and experience the place. Last year we were in Thailand, Vietnam, Bali. This year, we were in Sweden. Now we’re in Czech Republic. So we were in LA for some time, my husband and I met in China. So the we’ve been doing this for a long time. And I’m able to run my business and be with my family and have these new adventures and things as a mom as a family unit, the same way that you might see those kind of dreamy pictures of the 20 year olds. So I mentioned that only to say that if you might be there, and maybe you’re a little on the older spectrum, like I am in going, Oh, that’s sets for the young kids. I’m telling you, there’s a way for all of us.

That’s awesome. That’s great. Alright, so now let’s move on to the rules of the road on about social media. So what goals do entrepreneurs should set to, to you know, make sure that they are getting the maximum benefit out of social media?

Well, the main thing I think I really wanted to share today is that there are really only four goals that you can have in social media and for it’s only really made up of four equal parts, and they’re all important, but it’s just one’s going to be more important depending on what your specific goals are, and understanding how they fit. And what they are is what’s going to help you know what you should be posting. Sure. So the main parts really it’s social listening. Yeah, social influencing, social networking, and social selling. Okay, so your social listening, your social listening, if any of you familiar with like, Airbnb, And most of you are, I’m sure. So Airbnb is a fantastic example of social listening, most of their social media efforts are not based on trying to show you their latest room, trying to show you know, explain to you what they are, that’s really how they manage their reputation, how they listen to problems that may come up, if somebody is having a hard time, doesn’t like something about the platform, and they complain, they will respond directly, they use this platform to learn how they can improve their service, how to help their customers, it’s really, that’s their focus, you don’t see a lot of other kind of like new sales, Airbnb, you know, that once you get there. So they use social media specifically for that, and they improve their product by listening by interacting with people. And that goes for not just negative feedback, but also positive feedback. So that’s, they’re really great an example of managing your reputation and, listening to your audience about growing it through social listening. Okay. So that’s one, right. And then other one says social influencing. So this is establishing your authority. Usually, this is really where content comes in. Right. So in your content, if your search sharing blogs, and you know, educational pieces, you are giving value through influencing opinion, a thought process, whatever it is that your content is, giving, it’s really your area of showing, look, I’m an authority, and I know something about this, I have some value that I can offer. And that is really the focus of social influencing, which means again, the sale happens somewhere else, right. So this is where we’re starting, we’re starting about so all your posts ago, if my goal is a really becomes the authority, then I need to think in terms of what I’m going to post that’s going to allow that. So that means posting your latest coupon is not in line with your social media goals. That coupon happens somewhere else, it doesn’t mean you don’t use it, it happens somewhere else. so then the next one is social networking. And this is where you’re really focusing on associating with others in your space. You know, a lot of times we mentioned familiar that mentioned, you’ll at symbol with somebody’s name, you know, when you’re using that a lot to really connect with others, this is a great tactic for you’re trying to grow. If you’re really trying to get attention perhaps of another influencer, and you are sharing things that you know, I’ve been helpful to say, hey, at, you know, Oprah, you know, this was such a great show, thanks so much, you might need a little more than that, to get Oprah’s attention. But just as an example, you know, that’s another big focus on like social networking So that’s where you’re, you know, trying to connect with other influencers and brands on the social web to grow your audience, right. And then lastly, we have social selling. And so that is where none of this again, we’re not trying to make the sale, it never happens on social media, it’s so rare, the sale happens on social media. And that’s the thing we’re talking about. But generating leads and, and you know, prospects, like you know, from the web, that’s really what social selling is, it’s that lead, capture that lead magnet, things like that. So, so those are the main four, right, we can dive into those a lot more. But you know, if you want to generate leads, then you need to be employing the social selling tactics. If you want to manage your reputation, then you need to be focusing on social listening tactics. If you want to increase your web traffic, then you’re looking at social influencing tactics. So if you don’t know, and this is what happens most of the time is that people are just they’re learning, they’re reading blogs, they’re like, Oh, so and so says this works. News, Jackie. And that’s a big one. That’s taught a lot. And that’s my taking something that’s a current trending topic, and then using it, that’s great. But if it’s not in line with what you’re trying to do it, you’ll have people may be interested in it, but they’re not the ones who are going to lead come to a sale, they’re not the ones who are going to show up on your website, you’re just posting for the sake of posting.

All right, let me ask a couple of questions that come to mind. So you mentioned social listening. Now, obviously, Airbnb is a huge company, right? But what about the smaller on like, you know, people who are getting started or small businesses, who may not have a lot of people, you know, reaching out to them or talking about them? How do they incorporate social listening? Or maybe do they even need to have a goal for social listening?

It’s gonna depend on your audience. But yes, you can absolutely have a social listening goal as a small business. So what you’re going to be doing in that is, is really just engagement, right? So you’re going to go and you’re going to, you’re going to spend more time, probably going and reading comments, even about other products, engaging with others commenting on other people’s situations, items, then you would worrying about what you’re posting, I see people and this is like a little goes a lot like with message mining, if you’ve heard that concept message, my name is where you can go into something like Amazon and find a book in your industry. You know, for me it you know, say say marketing, social media marketing, I can go and look at the books and see what the the biggest gay, you know, great things said about it, and what the big complaints are and seeing the middle as well. And I can identify from that. What perhaps, where this book might have missed the mark. And what people if there’s, if there’s a consistent thread, everyone’s like, yeah, this was great. But it went too fast. Or it went to in depth here. And I never, I didn’t learn about this. And I can go Oh, look, there’s there’s a gap there something missing there. And there’s a lot of people saying that enough. Now I’m listening, I’m social listening. So granted, be talking about me. But the time I spend on social media now becomes productive market research, where I can hear what my audience and my potential audience a shared audience, they, they’re not even mine, but listen to going, this is what they need this, there’s telling me in their own words, what they want, what they want to see more of. And so social listening becomes a goal, which also means when you do post, you’re wanting to post things are bringing up these questions that are asking these types of things are facilitating this type of conversation.

Awesome, that makes sense. And so then the other question I had was, can these goals be combined, or they have to be kept separate, and you know, you should only focus on one goal at a time,

they can absolutely be combined. The focus on it on that knowing the four is really identifying what to post. And so if you don’t know, like, okay, we really need to our we have this product that when we really need to know what people think. So we need to focus on social listening. So then we post up our latest sale, and it’s like, Okay, well, that that’s not in line with what our internal goals are. So while it might be nice to make another sale, this is really what we need to know, we need to really approach social media as, the tool that it is, you know, it becomes, I think, filled with these tactics. And as the wonderful industry of like, courses and blog, and all these things are more and more accessible, which I love. I mean, I do courses, I have things like that. But we started to jump on tactics, rather than true, like communicate and connection, and really starting to understand like, what am I doing this for, as opposed to how I heard if I do X, Y, Z, we could get we should get this many engagements. What does that matter? If you don’t know what you’re showing up? For.

Can you give us a, like a no very quick guide of somebody who may not be very familiar with social media, like I am? And and just say, how do we, you know, come up with the roadmap for our small business and say, how do we get the right mix of these goals? And how do we get started, that will be really helpful. 

Well, if you’ve already been engaging, or testing in social media, I would say one of the best easiest things to do is to go back and give yourself an audit, go back and look at your last week or two weeks, depending on how often you post. You know, if you’re posting three times a day, maybe you just need to look at your last couple days. But go back and look at them. and identify which what tactic you were probably unknowingly using in that post, where you social selling, where you social listening, influencing what you know, what one of those were you using, and identify for each one, and look at the percentages. So if you’re like, wow, I was social selling 75% of the time, and I really wanted to just increase my web traffic, which is more of you know, my social influencing, then, you can see right there in black and white that you’re employing the wrong tactic for your goal.  So social media audit is really the easiest thing. As a matter of fact, we have a simple worksheet that explains kind of all of these tactics and has that there. So that’s something I can send to you or send the link for your followers, it’s not something to be helpful, that they can do it themselves. And it’s a sin. And really, somebody should do often. Because it’s easy to get off the road, it’s easy to get a social media is one of those things, it’s so powerful. But as entrepreneurs, you know, I’m sure you know, you’re like, I know, this is important, but I also have this whole business to, like I don’t have time and usually don’t have budgets, whereas Social Media Manager and …it’s scary to do that anyway, when you’re giving kind of your voice and your brand voice to somebody you don’t know. So that’s so that whole thing. So this is a really nice way to identify really where your focuses and like, get rid of the noise, like all the other ideas that you can have. Because you can go Yeah, that’s a really great idea, oh, we could do this web series, oh, we can do this funny thing. Oh, it’s national donut day, and then realize, but wait, what is the goal. And when you know that goal, it’s like putting blinders on, right, and then all the other stuff falls away. And you go, you know what, that’s all great. And we can put that on our Trello board for an idea later. But right now, this is what our focus is. So this is what the type of stuff will post. And then all of a sudden, it makes it a lot easier to even make two weeks or a month of your social media ideas ahead of time, and even post them ahead of schedule them. So now, the need for that social media manager isn’t quite there yet, right. So it kind of also helps you balance out your schedule, your planning and how to juggle this journey that is being an entrepreneur.

That’s great. Now, you mentioned Trello there, so let’s, you know, get into some tactical things about social media. So what are some of the tools besides travel that you recommend people use for, you know, implementing the goals?

for social media? Um, well, once you do your audit, and you identify your goals, and kind of, you know, you and your team members understand like, Okay, this, you know, we want to sell this, we have this product coming out. So we have a focus on social selling. But we also just launched this, we want to know what what’s happening here. So that means we should kind of post this you’ve kind of made like your your game plan, right? So once you’ve done that, then really, it’s the tools at that point that I’m using, as I said, Trello. I use Trello for a lot of my plotting and planning, idea collecting. And then from there, I’m a big fan of later, so I use later for my Instagram. It does Instagram stories, it does video, it does everything. So I think the big contender are later. And finally, and I just I can’t tell you why I’m just a fan of later. So well, I hear that plan only can be just as great. So you know, I think it might just be an aesthetic preference. So, but I really enjoy later. I’m trying to think what else I do have a team. So I do have people who post some things for us as a team, but we do create everything together. So I do know, for a lot of my clients, I recommend buffer. I like you know how it’s kind of put together. It’s really easy. It’s very affordable. And and that’s really for social media. If we go into business like I did, we need an hour and a half podcast to talk about like I am, I’m a crazy organized like, freak of nature. So I can give tactics for days for that kind of stuff.

Maybe Maybe we’ll have another podcast.

we might have to come back and talk about organization for entrepreneurs, because that is that’s one of my sweet spots. All right, great.

All right, great. Now, what are some of the rules that entrepreneurs should follow? Make? Sure so you know, once they have the roadmap, once they’re done their audit, to focus on the right social media goals, because a lot of times, you know, as you know, we set out to do something, but then, you know, we start to deviate from the goal. So what are some of the tactics that we can use to make sure that we are focused?

Well, as far as the topic for today, which is the social media goals, it’s really easy. You need to check back often, you should be auditing, often, you should be looking at those analytics, I know. It’s not fun. For some of you, it might be I am not a numbers gal, like I hate analytics, I really do. But they are. I always say women lie. Men lie. numbers don’t lie. So you can think all you want. But if you’re not looking at the hard truth, if you’re not going in and checking your engagements, looking at those fun analytics at Instagram has built in or later any of these programs they have analytics built in, they will tell you what people are engaging with what people are looking at, you can assume just because you’ve put out something. And if you don’t know about the algorithms already go and learn about it. Because just because you post it doesn’t mean anybody sees it. So it’s really important that you look at those numbers that you realize what what’s getting the right engagement, what’s working, what’s not see what posts are also not just how many likes you have, but did you get web traffic after that? Did something actually come from that. So you know, do it yourself, make it fun, or find someone that you can bring on your team who likes looking at that. But that is it’s so important, but really just awareness, like I think that goes for life. And business awareness is number one, to know where you’re headed and what your goals are. So if you don’t have a method, or even just a simple reminder on your calendar, once a month to go back and say, Hey, we got to go look at how our last posted how this whole plot went, then there’s no other tactic that’s going to help you without the knowledge.

Or is there a particular segment of entrepreneurs, they should follow LinkedIn Or they should focus on Instagram Like, is there any breakup of of these social media platforms that that you can recommend for different types of
businesses? Who?

Well, of course, yes. And no. You got to know your audience, if you don’t know where your audience hangs out. And then it does it. You could be you could be doing great and have tons of engagement on a platform, that’s not your audience. They’re like, Well, everyone really likes my vacation photos, but they’re not your audience. So, of course, it’s really important to know who they are, where they hang out, you know, in marketing, in general, we kind of joke like, this is the only time and space in life where you should stereotype and kind of assume like, well, if they do this, what kind of books do they read? What kind of events where they go to? Where would that be person? Are they scrolling on Instagram? Or are they are they checking LinkedIn? You know, LinkedIn always gets me right, a business to business platform. Yeah. But what’s so interesting about that is, there’s still people, right, there’s still individuals. And if anything, the one thing you may know about them, LinkedIn is that they’re employed. Something like that’s really only the big delineation, there’s still a group of people, but you also understand the playing field and why people show up there. So you don’t go and post on LinkedIn, which you had for lunch. That’s not the conversation that gets had there. If that’s something you want to talk about, then we’re talking about Instagram, and don’t get me wrong, you can take a picture of your lunch, and you can very much turn it into a good business conversation, or valuable information, right. That’s your level of creativity and marketing and things like that. But they, I guess, and then if I had to, like, say, some like across the board statement, they are all great for, but it’s about knowing who you are the way that people you are like to communicate, and also for yourself how you like to communicate. Twitter, is I know, people who do amazing on Twitter, I tried for years that I’ve done social media, right, I know what works, but for myself, for my personal business, I’m just not a tweeter. It’s just not my thing. And so I tried to force it organically, you know, back in 2007. And, and it just never worked for me. And I really, I don’t have to be there, if that’s not where I want to have the conversation. And so I really enjoyed Instagram, I really enjoy, I still I’m a die hard on Facebook sale. But that doesn’t mean that Snapchat isn’t a still a viable place for people as well. So you will have to do some testing. But I think it’s a combination of really understanding your audience, understanding the way you want to have the conversation, because that’s a big difference too, right? Because, again, what you post on Instagram doesn’t fly like and this is I will cautionary don’t do one of those services where they take one singular post and put the same thing everywhere. Because people who know that platform, people who are diehard tweeters, and see an Instagram post on there. They know that’s not how we talk on Twitter. That’s not how there’s no, you don’t put 15 hashtags. That’s not what’s happening. So it’s like showing up, you know, it’s like showing up to, you know, regular party in a costume. You know, everyone’s like, wait, this isn’t a costume party. Like, what are you doing? Like, it’s clear to everyone that you didn’t read the invite, right? So, you know, that’s really what you’re doing. When you do one of those kind of catch all things it’s not beneficial for you actually really kind of makes you more invisible through like, this guy doesn’t know what he’s doing. So again, you know, know your audience know where they play, know how they like to receive their messages. Same thing with like, a blog versus a podcast. You know, some people want to listen to because they don’t want to read some people want to skim it, they don’t have time to listen maybe you offer, but if you don’t know, until you have this conversation, and again, social listening, as you talked about, this is where you’d have that conversation. Hey, we’re doing a podcast? Is anyone listening to transcripts? As we’re thinking about adding transcripts, you know, and so, and then you can hear God and says, and then make a decision? Did that happen? It kind of went over all over the place today.

this is awesome information. Yeah, I think a lot of people will find a lot of value. And I’m learning a lot for sure. Okay. All right. So now, do you have any more guidelines for entrepreneurs to follow that, you know, that will be helpful to them? When it comes to social media.

If it isn’t already a given, definitely plan ahead. Especially again, since we’re talking about bootstrapping, trying to do your social media every day is probably one of the poorest choices that you’ll make for your business as unless your business is social media management, if you’re not a VA service, or social media management than trying to do it every day is necessary for a good social media program. But it’s not smart as an entrepreneur. So it’s really important that you figure it out ahead of time, plan it ahead of time schedule, as much as you can. And then in those moments that you have an organic moment, of course, jump in there and share it. But now you’re not in the middle of your day, checking the emails, you know, doing whatever your business does, I’m like, Oh, I haven’t posted on Instagram, where’s my phone, and I mean, that’s just I see it too often. And it’s really backwards, it really hurts your business more than you think. So have that plan ahead of time have this like, approach this the same way, like you are a big business, you know, it’s you have a meeting with yourself, sit down, set an appointment, set a meeting with yourself and say, noon on Thursday. This is my social media planning hour, and that’s what I’m doing. And cut all the distractions, plan it. And then noon on Friday is when I’m going to actually write it and do it. Because the first hour you just gonna figure it out, you’re not gonna be able to fix it all. But yeah, that’s what I would say.

Great. Thank you so much, very well said and lots of good information shared today. I’m sure everybody in our audience got a lot of value out of this interview. Now, before I let you go, can you tell us a little bit about your company build a biz, and you know, what kind of services you provide? And how you help others?

Yes, yes. So, as you said earlier, my name is Tony Marie Figueras Kraisingr, which none of you are expected to remember that. So I go by Tanya MFK. You can find me at Tanyamfk.com. I am the founder of build the biz. And so what we do and what I do is I am I’m a business strategist. So I am a business strategy coach and a life design coach, and life does it know sounds all Whoo. But the truth is, is that if we don’t have our day to day life mastered, if we’re not happy in what’s going on, we’re not seeing friends and family, which is too often a part of our entrepreneur journey is that we know our laptops more than our friends, and then our businesses will suffer. And burnout does not have to be part of our journey. So I am very …when I mentioned, I was crazy organized. Basically, when you meet with me, I teach you without the crazy part, how to do the same thing. We also do courses and workshops as well. And as a matter of fact, this year, we are having our Bali retreat, where you can plan your business strategy all together while you’re also learning to surf and have massages and do fun stuff. So that’s coming up in October that we’re really excited about.

So, you know, if you can send me those links, I will get them to the description. And the the worksheet that you mentioned earlier, that will be helpful as well.

Yes, that was gonna be your social media audit. So we’ll send it on to you guys can do your audits and make sure you’re focused on what you need to do. And you put those blinders on and don’t get caught up in the Kardashians or something. So Awesome.

Awesome. That’s great. Thank you so much, Tanya

You’re welcome.


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