COM0015 Blog 2: Strong and Weak Organizations

Social media has gained a lot of popularity and many businesses have adapted it quickly. In order to be effective with social media, it is crucial that these accounts are managed properly. Now just reflect on yourself and see how many times you check your social media accounts? I won’t lie but I am on them often and as

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soon as I have downtime, whether waiting in a line at grocery store or waiting for someone, mindlessly scrolling for updates.  

From my own experience, when it comes to a company that is doing well managing social media is Air Canada. Air Canada has strong presence on all social media channels and through these channels of communication they can engage with the audience and build trust. They do update their social media accounts constant and remind their audience about special news, events and promotions. According to news article on Calgary Herald, “The mean response time for Air Canada and WestJet were nine minutes, one second, and 10 minutes, 47 seconds i.e. 95% of time, Air Canada manages to issue responses to its audience under an hour. With the use of messaging and social media skyrocketing, combining them with travel’s time-sensitivity is making efficient response even more crucial. Issues with travel are often in the moment; therefore, a response must be in real time in order to serve the fast-paced demands of the traveler.”  

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In order to build trust with your audience, it is imperative to response in real time and social media teams can provide both a seamless, yet fast service. Air Canada has social media team 24X7 available, which makes it easier for them to response to issues, compliments and complaints. 

On several occasions, I have been super impressed with response time of Air Canada where at times it has been faster to get hold of someone through social media account vs. being on hold over the phone for over 45 minutes. Once, I was at the Ottawa airport and was flying internationally on business class and the agent was not helpful and was not aware of perks of flying business class as that agent was relieving another agent while they were on break. However, I was frustrated that I had to tell her and due to frustration, I sent a Tweet to Air Canada. I got a response within three minutes, to which I was very impressed.  

When organizations are creating social media campaigns, it’s always advisable not to offend or crossing the line into being insensitive towards a wider audience. According to article on Globe and mail, in order to build trust with the audience and for a company who is doing well with social media, these are few things that organizations should do to excel in social media strategy:  

  • Listen well and often: In this era where there are ample tools available, it is easy for companies to monitor the conversations and respond in timely fashion.  
  • Reach out to individual: Whether it is a compliment or complaint, I believe a company should respond to every individual in a timely fashion.  
  • Provide regular updates: Company should provide regular updates to its audience and in case of a bigger issue an update with anticipated time-frame as when the issue will be resolved. No one likes to be in dark or play the waiting game.  
  • Keep the conversation going: It is important that every organization carries on the conversation. For example: If there was an issue, after the issue is resolved, the company should provide an update as to how the issue happened and what measures have been put into place so that it does not happen again. The audience will forgive the company and will trust that corrective actions have been taken as its best to be transparent with the audience.  

From my own experience and by following Air Canada’s all social media accounts, I think Air Canada is following all the above listed points and hence, they are doing well with their social media accounts.  

However, I believe that every organization is joining the band wagon of having presence on social media. Again, from my own personal experience, I believe that organizations that are not managing their social media account well are Milestones restaurant and Pier 1. Pier 1 store does not have a Canadian account as they manage one account for US and Canada. When I have tried to interact with them on social media, I have had no response and I un-followed them on social media. From the points, I have listed above neither of companies I mentioned are doing well with engaging with the audience.  



COMM015 – Blog Post #2  – Paris Opera and Nike Shine on social media


Image: Screenshot of Paris Opera Website

Because I love ballet and regularly follow the top companies in the world, I took a closer look at their social media and websites. The Paris Opera particularly stood out in the performing arts world.

I have also selected Nike, a reference in social media strategy, for its immense success on Instagram.

On the other hand, Freestyle Canada is missing out on social media opportunities.

1. Paris Opera playing up the video card

The Paris Opera underwent an overhaul of its digital strategy in 2016 to develop sales and gain more awareness in the public, both in France and abroad. What strikes me the most is its much heavier reliance on video, in line with the objective of reaching out to a broader audience, including the younger public.

Here are some highlights:

  • YouTube

The institution clearly stepped up its digital communication via video, leveraging a medium that is increasingly used by younger audiences, which had traditionally escaped the Paris Opera that until recently had been more focused on older wealthier dance and Opera aficionados. The YouTube channel proposes interviews with artists, previews of performances. But it added something I have not really seen at other comparable institutions: background information on some performances in the way of very short humoristic animations such as the “recipe” of Don Carlo. The channel has 48,300 subscribers.

op2Image: Screenshot of Paris Opera’s YouTube channel

  • Podcasts

Even better, the Paris Opera seized on the Podcast trend in a big way, partnering with French music radio station France Musique to create “Dance! Sing! 7 minutes at the Paris Opera,” which it describes as “original incursions into the season.”

  • The Third Scene

What is unique about the Paris Opera is that it is the only ballet and opera institution in the world to have two theaters: Palais Garnier and Opéra Bastille. The digital transformation leveraged this unique feature to add a “Third Scene”, with its own Facebook page. Every month, this digital stage offers a new creation from artists across different genres (fiction, performance, documentary), provided their creation is related to dance or music.

2. How Nike Just Does It on Instagram

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  • Following the audience and trends

Nike goes where its audience is and speaks their language. In a social media world increasingly dominated by imagery and videos, Nike seems to be stepping up efforts on Instagram (IG), and for good reasons: according to Sprout Social, 80% of IG users follow a brand. Users are right in Nike’s alley when it comes to demographics: while the brand generally targets the 15-40 age range, 72% of IG users are 13-17 years old and 64% are 18 to 29.

Image: Pixabay free stock

  • Speaking the audience’s language

Nike takes each post very seriously, judging by their quality. When looking at Nike’s IG, the pictures and videos are a mix of emotions, real-life situations and high performance experiences, all with one thing in common: inspiration and high quality. Not only does Nike meet its audience where it is, but it shows them pictures and videos of what they like, speaking their own language. Its approach is paying off: Nike’ main IG channel has 96.1 million followers, making it the brand with the most followers on IG.


Image: Screenshot of Nike’s Instagram

3. Freestyle Canada missing out on opportunities

Freestyle Canada is the country’s freestyle ski association governing all aspects of the sport, including its development, and would benefit from higher memberships and awareness.

Granted, resources are not those of Nike. But even the website, to which social media platforms link back to is not up to date. In fact, it does not provide a link to IG, the second most active social media platform for the organization, while listing Google+, which no longer exists. Some other information, such as competition results, is not updated in a timely fashion.


Image: Screenshot of Freestyle Canada’s website

The organization is also literally absent from YouTube, with few posts and 211 subscribers, while most freestylers are the young demographics influencing the growing video trend on social media.

The organization could encourage the freestyle community to share videos as a way to get around the lack of resources or leverage influencers’ posts.

Overall, Freestyle Canada would benefit from a strategy that would help promote awareness of the sport on social media by better leveraging platforms’ automation capabilities, introducing an editorial calendar covering platforms where the audience is having its conversations, or broadening the types of stories to share, including more lifestyle stories.

What is the best social media strategy you have seen?


COM0014 Blog #4 – B2C Case Study

A Company Who Understands Their Customers

Urban barn is a good example of a business that performs B2C (Business to Consumer) transactions. In my opinion, their strong suit is their customer-centric approach. They make it more about their customers that about them. They clearly are deliberate with their advertising, brand identity, and website, social media and blog content. Urban Barn attracts the actual type of customers that they are targeting to begin with. Their approach is “bang on” in my opinion. A customer who notices Urban Barn is one that aligns with their tastes and portrayed lifestyle.

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Meant to Be

When a customer visits the Urban Barn store, website or social media platforms, they immediately get the impression that they fit right in. When Urban Barn was created, they had the right approach by articulating that their purpose of existence is based on their customers. Their story resonates with their customers, pulling on their heart strings and making it so easy to fall in love with their style and offerings. Here’s how they articulate this in their own words:

“Our business started with an idea. Yours.”

They seem to have a charming way of interacting with their customers with their friendly approach and listening skills.

“We started our business by asking people what they wanted. Then we created Urban Barn as a furniture and home décor destination where you get a little more than what you’d expect and can discover what makes a home just right.”.

They also offer plenty of resources on their website to help their customers and offer learnings and solutions, for example the how-to videos.

Online Presence

Urban Barn employs social media to tell their story, to advertise their new arrivals, provide fresh new decor ideas, interact with their customers, make sales, etc. They use Facebook, Instagram, Twitter, YouTubeand Pinterest and they are very present on all of these platforms. They take the time to post regularly and consistently and they are timely with seasons or holidays. They interact with their customer by curating content that meets their needs and wants, and they also make it easy to get the customer to purchase items with their call to action buttons and by directing them to their website and blog. Their tone is just right; not too pushy, not too passive, just the right balance of “pursuasiveness” needed to convince customers that they need to buy their products.

urban barn

While they certainly use social media to promote their products and entice customers to buy, they also promote their social responsibility and contribution to community and charity. They donate part of their profits to organizations which is a great way to attract business and have referral advertising through these other organization’s social feeds. Here’s an example of The Ontario SPCA and Humane Society promoting themselves as well as Urban Barn’s Blankets. I think Urban Barn’s approach is working really well. They are active on their social media platforms and are posting in a way that is not too pushy or loud. Their Instagram stories are a great way to approach their customers on a more personal basis and I think their interactions align with their communications plan. Are you like me and wonder how many communications officers work for them? It takes time to stay on top of things in the social media sphere. Everything is well thought out and executed, and in my opinion, they have the right approach for sure!

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COM0014 – Blog #3: Target Audiences

Needs and Wants

Listening to people’s needs and wants is one of the fundamental behaviours of successful human interaction to connect with people and keep them engaged. Whether you are in a face to face conversation with someone or on social media curating content or monitoring & reading (aka listening) comments, you’re meeting these individuals’ needs and wants to be listened to and to be acknowledged when they express themselves.

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Whether you agree with them or not, acknowledging what they are saying helps maintain that relationship with them, whether it’s for one and future conversations or social media posts. If you have something to say to someone, whether it’s in person or through social media/web content, would you mold the way you deliver that message in a way that meets your audiences’ needs & wants? Ideally, you would “put yourself in their shoes” and assess how your audiences want to receive your information so that you can keep them engaged. Always consider what your audiences want to get out of what you are saying as this method will encourage people to listen, engage, read, absorb and interact with your content.

Defining the Essence of Who Our Audience Is

Assessing your target audiences, their wants, feelings and hopes, is a critical step to attract and maintain the people who will be loyal to your content and also amplify your messaging. Doing extensive research and creating personas for example is an effective way of drawing our your audiences into segments. This helps identify the diversity aspects of your audiences and how to create content based on their needs and wants.

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Understanding the diversity of your audience will guide you in your communication style. How each of your audiences reacts to what you do will differ and what will it mean for my audience at a emotional level and service level (their story becomes our story).

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3 Shifts

There are three shifts needed to have successful audience engagement.

Shift #1: from not knowing what to post to knowing what your audience wants (create personas). You must tailor your post/messages to a specific audience (can’t be broad to all audience). Creating a persona avatar and describing them, getting in their head and speaking their language.

Shift #2: from “just posting” to building your brand online and position your organization as authority in your field and differentiate your cause from others. Did you know that 90% of our decisions are based on emotions? We need to connect to our audience on an emotional level as we want engagement in any form. What we do literally and what we offer emotionally is important (what does it mean for my audience at a emotional level).

Shift #3: from feeling overwhelmed and posting last minute to having a framework in place and feeling calm, structured and confident. Create a social media calendar and plan ahead, if possible for the year ahead and review it monthly.

In my opinion, if you follow these guidelines, you will be successful with your audience.




Netflix…. a B2C

Netflix is a B2C business who is always engaging their audiences online. They have Facebook, Instagram, and Twitter. Netflix is known for its witty posts and comments. They have proven to be just as strong on social social media as they are as a video streaming provider, from posting updates to upcoming Netflix exclusive shows or new to Netflix movies to engaging their audience with witty comebacks and comments.

On Facebook, Netflix has over 61 million followers. The majority of their posts are video postings and very few posts involved plain images. When they do plain texts posts they tend to ask questions about different movies and TV shows resulting in their audience interacting thus increasing engagement.

On Instagram, Netflix has over 19 million followers. They post primarily images instead of videos. Netflix’s hashtag game is pretty simple but their posts get a lot of interaction and engagements.

On Twitter, Netflix has over 6 million followers. Here is where Netflix is the King or Queen of witty comebacks or comments. They have become somewhat famous for their replies. Netflix also has the help of many celebrity influencers on Twitter.

Overall, Netflix is doing an amazing job on their social media accounts. On all platforms they continue to increase their followers and continue to interact and increase their engagement numbers. By posting almost daily they remain active and have built and audience that thrives on their posts.

I continue to follow Netflix just to see their witty comments! Do you follow them? What platform is your favourite? I personally like Twitter 🙂

COM0014 – Blog #4: B2C Case Study of Canadian Tire

Business: Canadian Tire

Canadian Tire is a household name in Canada. It was a founded by two brothers in 1922, quickly became incorporated and has grown into over 1,700 stores. They now own Mark’s Work Wearhouse, Sport Check and other sports stores. As a child, you may remember getting the weekly flyer delivered or even playing with their Canadian tire money, but in the recent years the company has dove into the digital world of marketing. Converting, but not excluding, traditional marketing strategies to include social media, digital ads, a fancy website, promotions and charitable campaigns.  

Through social media, they have been able to connect with a wider demographic and really demonstrate that they are not just a home improvement store. Their social media posts target men, women and child of all ages and demographics. They also have created campaigns that are not solely focused on pushing products, but rather encompassing a community. This is seen in their Jump Start campaign and the “We all play for Canada” campaign. This only enforces the humanity side of the large corporation, making it appear trustworthy and authentic. They use social media to show ads that spark a laugh, home décor inspiration, and DIY encouragement.

One of the best approaches to engaging with their audience is their TESTED for Life in Canada program. They send products to everyday Canadians to test out, then they send their feedback and lastly, if it is approved, it receives the “TESTED for Life in Canada” badge. Canadians are able to share their experience on social media and by word of mouth, which then spreads to their own network. This tactic has put products in someone’s hand, opening their minds to feedback whether it be good or bad and hoping that product seals their reputation. They are putting their brand on the line and it creates and level of trust among both parties. This B2C relationship is different than most because the corporation is not seen as the top of the chain just letting consumers feed on their every word, but rather a respectful relationship of both parties.


Melissa Dunne. (2019, April 3). How Canadian Tire became Canada’s most admired brand. Retrieved from

TESTED for Life in Canada. (n.d.). Retrieved from

Brummond, K. (2019, November 26). 4 Key Takeaways From Canadian Tire’s Marketing Campaigns. Retrieved from

COM0011: Is social media pushing ‘cancel culture’?

Social media has to capability of connecting multiple users from all across the globe in an instant. It also enables users to share news and opinions, but are shared opinions on social media leading to the increase of cancel culture? You may have heard of it before, but in recent years, the term has grown in popularity, especially on social media. Some famous people that have suffered at the hands of ‘cancel culture’ would be Taylor Swift, Bill Cosby, Justin Trudeau, Soul Cycle, Roseanne Barr, Kanye West, Kevin Hart and more recently in Canadian News, Jessica Allen. I’m not saying I agree or disagree with anyone that has been the subject of cancel culture, however the power behind social media has amplified issues to a global stage for the final judgment. Once the audience has deemed the proper justice, it can strong arm companies, agencies, managers, friends, into dropping that person.

Cancel culture is the understanding that a company, product or person have done or said something inappropriate and therefore must no longer receive support. It is a public form of boycotting something that did not reflect your values and opinions. The celebrities listed above are prime examples of those that be subjected to public justice. They are also people that used social media to project their opinions, which of course back fired. The way users on social media were able to build the awareness of their cancel campaign was through hashtags. This in turn becomes a trending hashtag that results into a vigilantly mob putting pressure on society to cancel them.

Do you remember these?

#boycottroseanne #firejessicaallen #taylorswiftisasnake #jamescharlesiscancelled

With the rise of popularity of the term, has resulted in the fear of expressing oneself. Aside from those that have used social media to express hateful, derogatory and cruel sentiments, sometimes people use the wrong noun, verb or tone and it can be easily misconstrued. However, with cancel culture and social media, we don’t expect a conversation to educate that person or company to show them the errors of their ways. They become targets to tear down in the most dehumanizing way. We can all think of a time in our past when we may have said or done something inappropriate, however if you evidence of that moment, it could still be used against you. We forget that people grow and learn in life and instead of having that understanding that people make mistakes, we would rather bully them into submission.

Image source

Even though cancel culture has a list of toxic examples, we must remember that it has spearheaded campaigns that has brought awareness to issues that needed to be addressed. The best example of this would be the #MeToo campaign that went viral a few years ago. This campaign, started by Tarana Burke, resulted in the hashtag to become trending along with stories of celebrities and women sharing their own experience. It highlighted the misconduct and systematic issues when dealing with someone that has been subject to harassment and assault. As stories were pouring out, many powerful and untouchable men were mentioned. In some instances, it led authorities figures to step up and deal with the situation and hold these men accountable. You may be thinking of the powerful Harry Weinstein or Jefferey Epstein. Sometimes for a good cause, the rallying of social media users making noise and demanding change can really cause an impact.

We can see the positive in social media and cancel culture because every single voice is as strong as untouchable elite. However, we must use it carefully and not on a whim because our feelings were hurt. It will lose its affect over time and people will eventually stop listening.

Therefore, real issue that need attention will never get it and that will be because we are now leading through our emotions rather than reason.


Facebook Post:

Is your brand at risk of ‘cancel culture’?  Social media could be the cause! Stay ahead of the game and find out why, here:

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How is social media pushing ‘cancel culture’ as a new form of justice?

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#cancelled #cancelculture

Are you a small business owner? Business and social media marketing.

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Here’s a fact, people look at and use their social media everyday. Using the same platforms everyone uses might be the answer you’ve been looking for to make your small business grow and succeed. I believe that marketing your business on social media is the key to increasing your visibility and revenue. If you or your business aren’t actively using social media to increase the popularity, visibility and sales of your business, you are most definitely losing money and opportunities to make more of it every single day.

The top 5 reasons to market your small business on social media.

#1: Social media is used by half of the world’s population and therefore it will increase your popularity if you’re visible on it.

Based on the article found by following the link above, here are some interesting statistics of social media usage;

•As of January 2019, the total worldwide population is 7.7 billion and 3.397 billion of this population are active social media users. •On average, people have 5.54 social media accounts and spend 116 minutes a day using them.  This means that you are increasing your chances of popularity by basically 50%.

The goal of social media is to turn customers into a volunteer marketing army.

-Jay Baer

#2 It will potentially increase sales revenue:

The amount of visibility you will receive from being active on social media platforms will certainly reach out to people who don’t know your product yet. This will allow more people to discover your brand and potentially turn them into customers. Using Facebook ads and Google ads functions for example, will allow your business to be viewed by target audiences. That way, you are more confident that you’re spending your time and money on marketing that will reach the audiences you are actually trying to target. You can also adapt these ads to widen your range of customers and possibly find new groups of people who are interested in what you sell. People that you didn’t originally  think would have the need for your product. But hey! They actually really do.

Here’s a video about Facebook and Google ads. This will help you chose which one to use and to better understand the platforms.

#3 Marketing on social media is a better bang for your buck!

The important thing here is to have great content. People who relate with what you post will start to follow your business more faithfully and essentially this will convert them into loyal customers. Your original investment of time and money will turn your customers into a community that will  eventually do the marketing for you through shared posts and tags. How much is the original investment you ask?  Based on this grid, it will be the least expensive marketing strategy you’ve used. Don’t worry, you’re definitely not going to break the budget.

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#4 – You will get to know your customers needs faster and easier. 

Being present on social media will allow you to see what your customers react to. If they have specific posts or products they share and comment on, you can better adjust your brand to be more versatile and/or needed. Based on the people engaging online, you can evaluate the action and make the changes necessary without spending more than necessary. You can discover exactly what your customers want and are asking for by simply creating a relationship with them online. This process can easily be free as well depending on how you want to approach it.

 Here’s a video with tips on how to improve your social media customer support.


5# Your competitors are on social media and are probably 1 step ahead. 

Obviously all the information above isn’t anything new. You’re not the first to see it and won’t be the last. Keep in mind there’s definitely lot’s of businesses like you, offering what you offer and trying the same strategies. Your goal is to figure out a way to do it better and louder.

In Conclusion

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All of your potential customers online are already interacting with brands through social media and if you choose not to communicate directly to your targeted audience through social media platforms, you will miss out on many opportunities to obtain an increase in sales. Social media marketing is a very powerful way for small businesses to attain new leads and loyal customers. It’s important to keep the content interesting and of quality and relevance.  By adding social media marketing to your marketing plan, you will remarkably drive your business to a higher level of success. There’s no doubt about it. 

MAKE MORE $$ FYI Business owners! Check my new blog post on #SMM

Facebook : Hey small business owners!!! Come and take a look at my new blog post about Social Media Marketing. click here 👈🏻 #SMM

COM0014 – Blog #3 – For a Very Important Beauty Member!

Photo by Marcelo Moreira from Pexels

As I think about a high interest of mine that incorporates a massive branding and sales community I think of the Makeup & Beaty industry. With the world wide variety of beauty companies, store locations, products, and different price ranges (based on the brand), the beauty community has a massive audience, all depending on the audience member. The beauty industry has evolved massive amounts since the beginning. Introducing more products, more colours and shade ranges, and becoming open about men using their products.

One specific company in the beauty industry is Sephora. “Sephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Owned by LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods group, Sephora has earned its reputation as a beauty trailblazer with its expertise, innovation, and entrepreneurial spirit.” ( – About Us) Owning “over 2,500 stores in 32 countries worldwide, with an expanding base of over 460 stores across the Americas.” ( – About Us)

Basically, Sephora is the outlet for all middle to high end beauty companies. They host multiple brands within their Sephora stores. Managing and taking care of branding and advertising new products, promotions, and in-store & online sales. You can buy these brands through Sephora. If they do not have a product from a certain brand, the brands carried by Sephora will also have a website. The individual brands will also advertise their products, use social media, and will often have pop-up stores in different cities as promotions of their products.

“women who value fashionable/quality skincare, beauty, and fragrance products and are open to a medium to high price range. There are also sections with richly decorated cosmetics that appeal to pre-teens and young adults”

Sephora by Morgan on Prezi
Photo by zhugewala from Pexels

The beauty industry is very inclusive. Having affordable brands at Walmart, creating clean products that do not animal test, and high end products with every shade range. Makeup & Beauty is one giant community, that is separated in to smaller parts. Every member in the community has an interest of some level, whether they are just starting out and trying new products, are a makeup professional, or somewhere in between. Even product wise; if they only shop homemade and local, or prefer the full coverage name brand items.

Sephora is a great option for someone who is familiar with makeup, and has a high budget. Although Sephora’s products are a medium to high price range, it is great quality, and will have the exact product that is perfect for your skin type. If your skin is specifically oily and sensitive, Sephora will have multiple products that will work for you. As well, the return policy is impeccable.

As a beauty shopper, Sephora invites everyone to join their ‘Beauty Insider’ membership. Depending on how much you spend a year, you get a points card. The points are: every $1 you spend is 1 point. The levels of beauty insider are, ‘Beauty Insider’, a less frequent shopper, only shopping few times a year. VIB (Very Important Beauty), spending $350+ a year on beauty products. VIB Rouge, spending over $1,000 a year. With each tier of membership, comes bigger and better benefits.

Although you can come from any income for Sephora, and become a member, it is suggested that because of the high-end products, coming from a higher income is advised. Male or female.

Photo by Mihai Stefan Photography from Pexels

Depending on your income, and interest, the store you shop at will differ. Whether you are a top make up vlogger on Youtube, or a VIB member at Sephora, the makeup community will welcome you. Providing tips, videos, and recommendations!

Referenes: , Forbes: The Biggest Trends in the Beauty Industry , Business Insider: Beauty has blown up to be a $532 Billion Industry , Self: Women spend $15,000 on beauty products

COM0014 – Blog #3 – Targeting the Christmas shopper

In another class, I faced an assignment about using “listening” tools to learn how to target your audience and the challenges we may have encountered. For the longest time (before taking these courses), I always believed that either the products were not good enough and social media for an online shopping platform just couldn’t work. It was not until I was reading about listening and targeting audiences, that I realized I had it wrong the entire time.

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For a few months of the year, I work for an online stocking stuffer store. We begin delving into the job around October, and are primarily busy up until late December. While an extremely short selling time, we must be focused and constantly updating our website. Maybe even send out a tweet or two or even an eBlast. I suggested that we needed to open up some social media accounts to promote the products to a larger audience, however we did no research. We believed that our primary audience was “middle-aged women”. The owner, a middle-aged woman, would promote her business using word-of-mouth to her friends and family. Therefore, she believed that was her audience.  Now that may have been reflected on our existing customer list, however it was not the case on social media.

As we targeted middle-age women, we were coming up short. We weren’t gaining followers, sales, or any interactions. We got desperate and starting using Facebook advertising to promote products, our page, and boosting the odd post. This enabled us to review our primary target, however it took a lot of trial and error. We scoured over twitter looking at trending keywords and invested time on Pinterest, trying to discover the Christmas blogs and best-selling products. We discovered that our main audience is in fact, middle-aged men. Due to that large statistic, we researched and noticed that men shop differently than men. The “growth of e-commerce has stimulated new buying behaviors for men that may eventually transfer to brick-and-mortar shops. According to an iProspect study, 70% of affluent males regularly shop online”(Lewis, et al. 2018).

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Since we target middle-aged men on social media, we primarily promote gifts for women. This tended to be the best form of “clickbait” over gifts for men or even children. This would be on Facebook, Instagram and Twitter. This would also explain why closer to the end of November was when sales would go up for men, because “men tend to purchase when the need is immediate” (Lewis, et al. 2018), whereas women “tend to be more astute consumers than men, simply because they are willing to invest the time and energy necessary” (Lewis, et al. 2018). Therefore, likely to look for a deal and investigate/compare products.

Needless to say, we were able to adjust our “tone” and select products that resonated with our primary audience. This in turn has resulted in a rise in sales and an expansion of our audience.


Lewis, Michael, et al. “Men vs. Women: Differences in Shopping Habits & Buying Decisions.” Money Crashers, 31 Aug. 2018,