If you manage a social media budget you quickly realize providing accurate measurements to show ROI isn’t always easily done, especially if you’re just beginning to build your brand. Logically, you begin tracking your new likes, followers & +1’s. It only seems obvious that is a great way to measure you success, right? Not only do you have to build this audience, you have to keep this audience, and that can be even more difficult

You can spend many complicated hours deciding what metrics will work for you, and depending on your company’s goals, you may need the complicated formulas. But, for a simple approach there are a few basics that must be part of any measurement process and these are what we’ll talk about today.

1. Volume is the “size of the conversation” about your brand or campaign. This is a great indicator of interest, and requires more than just counting tweets and wall posts. Measure the number of messages about your brand and people talking about your brand. Are there days or times when people are talking more about your brand? This is information you can use to focus more of your posts during these times. Did you seem to lose several after a specific post or tweet? Maybe after examining that content you’d find there are certain topics not interesting or too controversial for your audience.

2. Reach is the measure of potential audience size or how many friends or followers you have. Although this is an important number to watch, it misses a lot of important information in assessing your social media effectiveness. You may have 500 friends, but if you’re only reaching 100, you may want to rethink when your posting.

3. Engagement shows if and how people are engaged with your brand and participating in the conversation. This is when you look at our content and decide if you are “interesting” enough to keep your audience. If people aren’t engaged with our brand by likes, comments, shares or replies eventually your brand won’t show up in their Facebook news feed at all. Pay attention to what content generates interest and be sure to keep those types of topics in your posts.

4. Share of Voice: To really understand how you’re doing with your social media, you have to know how your conversations compare to your competitors. Visit their pages and watch what they and their audience are discussing.
Being consistent is essential to effective social media measurement. Measure monthly by the same formulas and tools. Tracking your numbers over a period of time and pay attention to how they change.


You’re ready to advertise. You’ve got a slick new commercial or a snazzy print or online ad and you’re ready to rock and roll. Now what do you do?

When choosing placement for your advertising, there are a few factors that must be considered.

  • Who is your target audience?
  • When is that target audience more likely to see or hear your message?
  • How can you be sure they’re seeing your message?

WHO is Your Target Audience?

This is one of the first questions we ask any business owner…ever. If you don’t know who you’re catering to, then what’s the point? Being specific in knowing who your target demographic is will be extremely important when choosing a medium that will work for your ads.

If your target is women, can you be even more specific? What is their ideal age? What kind of lifestyles do they lead and is that important – stay-at-home-moms? Working women? College students?

If you’re selling a luxury item and looking for prospects, would they look more like men & women over 45, who’ve gone to college and live in an affluent neighborhood or more like crazy teenagers with no disposable income, living with mom and dad?

WHEN is That Target Audience More Likely to See or Hear Your Message?

Once you’ve determined who your specific demographic is, now you need to figure out when to advertise to them.

If you’re targeting stay-at-home-moms, you will probably stay away from advertising on radio, considering they are probably too haggard to listen, but you might consider advertising on television. And even more specifically, you might consider advertising on channels like Nickelodeon or Cartoon Network, simply because those are more than likely the channels they are watching. Online advertising might also be an option, considering many moms are connected to their computers when they get some free time.

Targeting working men? Consider advertising during the morning and afternoon rush hours. (We call those times drive times because most people are in their cars commuting to an office.) ESPN and any other cable sports network is also going to be a great medium for that demo. Live sporting events are also going to be huge for you!

Are you aiming for kids? Well, let’s just be honest, they don’t have any money. So, you’ll want to target their parents on family-friendly channels that those kids are also watching.

Let’s not forget about all of your online options, either! Options like Google AdWords & Facebook ads allow you to target extremely specific demographics directly through their platform. Whether you’re looking for men, women, kids, old, young, in-between, you can utilize online marketing to directly target those people, too.

How Can You Be Sure They’re Seeing Your Message?

While getting succinct, statistical information from traditional mediums is tough, you can still, internally, work to know if your advertising dollars are being spent wisely.

Are you asking every customer how they heard about you or your service? If you’re not, then you have absolutely NO idea where those leads are coming from. Most times, when people are buying something they need or want, they don’t voluntarily tell you that they heard or saw your commercial, so ASK THEM!

We’ve had clients who’ve told us that specific forms of advertising ‘just didn’t work’ for them. When we asked them why, they said, “Well, I spent all this money and nothing changed.” When we asked them if they tracked where those customers came from, they would tell us, “No.”

If you’re spending the money, then you also need to put in the work of asking every person who calls or walks through your front doors how they heard about your or how they got there. Now, I’m not saying to do it every single day of every single year, but if you’ve just started a campaign, you want to be sure you’re monitoring your progress.

(Unlike traditional mediums, online mediums offer instant tracking and analysis. If you’re not seeing the clicks you’d like or if you’re not seeing any movement on your ads, change them immediately.)

You might also consider things like, “Take advantage of this offer now. Mention ‘SUMMER’ to your cashier for a 10% discount!” Giving your audience a call to action might alleviate your need to ask the question every single time someone walks through the door.

Wading through all of your options can be daunting. We know that. So, if we can be of help, let us know!

Written by Danita Maldonado, Director of Social Media, SDB Creative Group

SDB Creative Group is a full-service marketing and advertising firm. For more information about SDB Creative Group, check out our website:www.sdbcreativegroup.com.

SDB Creative Group. Focused on your success. Empowering your future.

Connect with us here:







Is your company on Facebook or Twitter? Are you curious how your time and resources are being used on Social Media Marketing? You’re not alone!

Social Media & Digital Marketing are the fastest growing sectors of advertising at the moment and having a clear, concise goal for these assets is imperative.

When you start your social media marketing, you must think of:

  • WHO will maintain your social voice?
  • WHAT do I expect to get out of social media?
  • HOW will you convert fans to money?
  • WHEN is the optimal time to make posts?
  • WHERE can I find qualified fans?

WHO will maintain your social voice?

Handing over the reins of your social media marketing should be hard. You are entrusting someone with the identity of your company. They are going to be responsible for creating and fostering a community of brand enthusiasts.

When you make the decision of WHOM, you MUST make sure that this person is very well aware of your current marketing efforts so that all mediums are consistent with each other. Then, they must be able to create engaging and consistent content. If you’re online and there is no movement, you might as well just log off. The more your brand sits there with no content or incentives, the bigger the chance for people to unlike your page and move on to someone who actually communicates with them.

Giving someone control of your social media marketing is giving someone control of a 24/7/365 advertisement for your company. WHO is knowledgeable enough about your business to be given this amount of responsibility?

WHAT do I expect to get out of social media?

If you jump in to social media marketing without thinking through your goal, you will be wasting valuable time. When speaking with clients, we ask for clear, succinct goals for their social media. Telling us that you want more fans is a given. Everyone wants more fans. But telling us that you’d like to sell 10% more of your product this month compared to last month is even clearer to us.

Knowing what you want your end result to be will help determine the kind of strategy to implement. If you want to sell more this month, your posts should reflect that – more posts about the product, pricing points on the product, information about the product, etc.

To that end, whatever you’re expecting out of social media will only be received by what you put in to social media. If your posts are nonchalant and off-topic, don’t expect to meet your goal.

PS. Don’t forget to let the person who’s handling your profiles also know what your monthly goals will be.

HOW will you convert fans to money?

Unfortunately, while social media is a 24/7/365 advertisement, it doesn’t always mean that people will flock to you to buy what you’re selling. Like with any form of advertising, consistency is going to be the key.

Fans have liked or followed your company for a reason. You’ve given them some kind of incentive to be a fan. Because of this, you must continue to hammer home your company name, products and services. The more consistent you are, the more you will be on the top of people’s minds when it comes time to buy what you have to offer.

Facebook received a lot of scrutiny recently when GM decided to pull all of their Facebook marketing budget. Claiming that the money would be allotted elsewhere because social media wasn’t ‘selling cars’ was a big eye-opener for the rest of the Facebook Advertising world.

While it may be hard to track exactly how many people bought a car directly related to any Facebook Advertising, it’s more than obvious that the marketing they put in place online was designed  to work directly with traditional advertising – TV commercials, radio commercials, print ads, etc.

Maybe GM forgot that social media was meant to be SOCIAL. The more people hear and see the product you’re selling, the more apt they will be to buy in the future and if you’re being social in the process, the more willing they’ll be to buy from you BECAUSE of your social-ness.

WHEN is the optimal time to make posts?

This has been the golden question for a while now and just like any advertising that’s done for any client, the optimal posting time for every single business is going to be different. Learning what time is going to be the best time to post is going to take some time to figure out.

Utilizing your Facebook page statistics will be the key. By analyzing data, you’ll be able to see which posts are creating the most engagement, which posts are being seen the most, which posts resonate with your potential clients the most, etc.

When you initially start your social media marketing, you’re literally creating a community from scratch. Since that’s the case, you will want to post at various times of the day in order to figure out what is working for you and what isn’t. This also works for businesses that’ve got a great presence online. It’s never too late to monitor what works and what doesn’t.

Recently, Buddy Media, a social media marketing suite that was bought by Salesforce.com, put out a study:  Strategies for Effective Facebook Wall Posts: A Statistical Review. In this study, they consistently remind businesses that every company is going to be different and figuring out your own optimal posting times will take some time, but they do offer some very interesting insights by industry. Take a look at a few of them below:

Entertainment Industry: Don’t overlook the weekends! With mobile usage growing, many of this industry’s target customers are extremely active on Saturday & Sunday.

Media Industry: Stay away from Mondays!

Retail Industry: Take a look at Sunday; think twice before posting on a Friday.

Automotive Industry: Sunday is your friend!

Business & Finance Industry: Engagement peeks mid-week.

Food & Beverage Industry: Engagement high mid-week and Saturday.

Healthcare & Beauty Industry: Look at Thursday!

Sports Industry: Post more on Sunday!

Travel & Hospitality: Look towards the end of the week.

In addition to this industry breakdown, Buddy Media also stresses the importance of creating short and engaging content while also creating concise calls to action. Don’t forget to include words like: Click here, LIKE us, Follow us, Call us, Stop by, submit, share, comment. You’d be surprised what people will do if you ask them to!

WHERE can I find qualified fans?

Our recent blog post, 3 Steps to Better Facebook Fans, and our subsequent webinar, delved into this topic at length. You can read that blog here.

In a nutshell, you must give fans some kind of incentive to LIKE your page. Use things like coupons, specials, giveaways, etc., to entice people to your page. Once they are fans, it’s up to you to keep them!

Facebook ads are another great way to target your specific demographic. With the wealth of user information, Facebook can offer some really great options when advertising. Pricing is open and based on your budget and can be bought on a pay-per-click or pay-per-impression pricing scale. We’ll be offering an in-depth webinar about Facebook ads in the future, so be on the lookout for that.

Finally, cross-promoting can help you find more qualified fans. If your advertising is consistent, your TV commercials should be highlighting your website which should highlight your Facebook page which should in-turn highlight everything else. Adding your pages to store receipts, posters, business cards, brochures, websites, commercials, etc., gives your core customers the opportunity to find you online.

By taking all of the above into consideration, you’ll have a better idea of how your social media marketing is working for you. Just remember that this is one piece of advertising that will stick around after 30-seconds. People can come back to your page at any point in time to see what you have to offer. What will they see?

Written by Danita Maldonado, Director of Social Media, SDB Creative Group

SDB SocialLink is a product of SDB Creative Group offering social media and digital solutions for businesses. For more information about SDB SocialLink, check out our website: www.sdbsociallink.com.

SDB Creative Group is a full-service marketing and advertising firm. For more information about SDB Creative Group, check out our website: www.sdbcreativegroup.com.

SDB Creative Group. Focused on your success. Empowering your future.

Connect with us here:







Social media marketing requires a change in the way you think advertising works. In a very short time, social media has overtaken just about every activity that we do online and has become a huge asset for businesses looking to capitalize on the exploding usage. One of the biggest mistakes that business owners make when jumping into the social media pond is that they focus on the quantity of fans, as opposed to the quality of fans.

So, how can you find better Facebook fans?

When finding the right TV shows or radio programs to advertise on, it’s all about ratings. Which shows get the MOST people watching them so that you have the BEST chance to be seen? This net casting approach usually works for more traditional mediums, but could it be the opposite for social media?

In 2011, the average business had 600 hundred fans on Facebook. That number included giants like Target and Wal-Mart with millions of fans, right alongside your local merchant who only had 95 fans. Does more fans = success? More importantly, does more fans = more sales?

Recently, I saw an article where a business owner was being interviewed. He was super excited about having lots of fans for his business Facebook page. When he was asked if those fans lived in the area, he replied that only about 20% of them did. When asked if those fans were targeted prospects or random people living in the area, his response was, “I don’t know”. Like many businesses, this owner was too concerned with how many fans he had instead of being concerned about the quality of fans he has.

Having more fans on Facebook will not get more customers buying your goods and services. For instance, I could be a fan of a knitting store’s page, but I don’t knit and I don’t think I will probably ever knit. I am probably only a fan because I tend to like lots of pages or maybe they just happened to have some contest that my friend was entering and I had to like them for her to get entered. Am I a quality fan for this page? Would I be someone that will buy anything, ever, from this business? It doesn’t take a genius to say, “No!”

Let’s say the knitting store has 400 fans but only 20% of them actually have an interest in knitting. That means 320 of us are not ideal fans. So although a business having 400 fans may seem more impressive than a business with only, say, 97 fans, less might be more in this instance.

Think about it: Let’s say all 97 of those fans are true knitting customers, true brand advocates and the goal of the social media campaign is to generate awareness about their store. With a consistent message, those 97 fans will be more likely to shop there for their knitting supplies and will, more than likely, refer the knitting page to their other friends who like to knit. These 97 fans will offer a much bigger ROI than 400 so-so prospects.

See? Less is more.

So here are 3 steps to build better, more qualified fans for you social media marketing.

  • Create An Offer – But not just any offer. Create one that people who buy or people who could potentially buy your goods and services will enjoy and want to use. Everyone loves a deal! Maybe it’s a free widget from the widget store page if you get more friends to also like their page. Or, maybe it is a free spool of specialty yarn if you like something on that yarn store’s page. I probably wouldn’t do that. What am I going to do with specialty yarn? But the knitting page fans would probably be stoked.
  • Use Facebook Ads – Advertising on Facebook is easy and offers some extremely targeted capabilities that makes finding the right fans for your page even easier. If your target audience is women in a 10 mile radius from Midland, TX who are over the age of 35 who like working out & Dr. Pepper, you can specifically target them with Facebook ads. If your ad is only being shown to them, you have a better chance of making them a fan. Then, you can win them over with your great content and information.
  • Cross-Promote with other forms of advertising – Social media will make your marketing stronger. Think of social media as the icing on the cake. It can be good by itself but will be so much better as part of a cake…er, comprehensive marketing plan. So tag your TV and radio commercial with “Like us on Facebook”, make sure your collateral pieces reflect your social media marketing efforts by adding links or icons to business cards, brochures, email signatures, websites, etc. and don’t forget to make sure every person who walks into your business knows about your pages – whether it’s with huge posters as they walk in, more subtle tactics like a link on the receipt or just a simple, “Thanks for coming. Check out our Facebook page for more offers and fan giveaways.”

Not sure how to make all of this happen? We can help! SDB Creative Group offers social media solutions for businesses of all sizes. Whether you’re looking for training and consultation in order to manage and maintain a social presence on your own or whether you’re looking for complete, managed programs, we have something for everyone. Contact our Director of Social Media, Danita Maldonado, at 432.218.6736 to see how you can get your business social.

Written by Dedee Boring, VP, SDB Creative Group

For more information about SDB Creative Group, check out our website: www.sdbcreativegroup.com.

SDB Creative Group. Focused on your success. Empowering your future.

Connect with us here:







Lately, there’s been a lot of focus on ‘social media’. Businesses are clamoring to create Facebook and Twitter pages and get their messages out to the masses. While we agree that social media is important, the question you should be asking yourself is, “Is social media important for my business?’ Just like people, all businesses are different. The medium with which you spread your message will be different, too.

“Traditional Media”
With the rise of social media, ‘traditional media’ has emerged as the go-to name for mediums like radio, television, newspaper, billboard; those mediums that up until about 3 years ago (more or less in different parts of the world) drove the advertising world. While digital/internet advertising has grown, it’s easy to forget that traditional media still helps drive prospective customers to your product or service. People are still watching television. Radios still come standard in all vehicles. Newspapers (whether printed or online) are still being read. You are still seeing billboards on your commute to work.

The key to traditional media, in this digital and social world, is knowing your customer, knowing their lifestyles, knowing their buying habits. Once you’ve figured that out, you’re one step closer to knowing where they will see your message.

How do you learn about your customer? ASK THEM QUESTIONS! Why wouldn’t you want to know where your customers come from? Why wouldn’t you want to know their radio-listening or TV-watching habits? I’ve walked into plenty of stores and been asked, ‘How did you hear about us?’ They are doing their research. If they have put money into radio and nobody mentions radio, then why would they continue to use it? Doing simple research can help you determine, to a better extent, where to focus your advertising budget.

Enter ‘Social’
So, you’ve figured out who your customer is and how they respond to certain traditional advertising means. Now, should you use social media?

When thinking about social media, most business owners think that it’s just something to do. Something that isn’t that important. Something that can be done as an afterthought. This is dangerous. Allowing interns or ‘the girl at the front desk’ to manage your social media presence could be worse than having any social media presence at all. Unlike traditional, social is constant. It’s a 24/7 message about your company. You don’t let interns handle your business, you shouldn’t allow them to handle social media.

Social media is important to your brand and it should be handled as such. What can social do for your company? Social media offers an alternate outlet to promote your message. By coupling social with your traditional campaign, you’re amplifying that message, which can only help. In addition, because social IS social, there are more opportunities for your business to be shared, liked or talked about. Who wouldn’t want that?

But, before you jump into social, ask yourself these questions:
Does my business need to be social? If you’re a retail store or restaurant, your answer is already YES. If you’re not on social, you’re behind. But, if you’re a sign company, you may not have a huge audience to begin with, so investing time in social, may not be the best use of resources.

Do I have the time to commit to social media? Social isn’t to be taken lightly. If you’re going to have a presence, it can’t be an afterthought. It must be done and done consistently.

Will I be consistent – posting daily or at least 3-4 times per week? If you’re jumping on social, you must be SOCIAL. If you post consistently for days, weeks, months and then get busy and leave your page silent for days, weeks, months, you’ve lost any momentum that you had gained. Social is quick, instant and constant. People are online at all times of the day, sometimes all day. In order to be seen and remembered, you must stay active.

Can I handle being engaging – answering questions or complaints? Again, because it’s the nature of the beast, social gives consumers the outlet to engage with businesses like never before. They ask questions – Do you have this in stock? What colors does ABC come i? How much is it? They also post praise and complaints. Are you ready to deal with this?

Once you’ve answered those questions, you’re ready to at least dip your toe in the water.

Considering there are more than 800 million people on Facebook, we’d say that either way, having some kind of social presence can’t hurt.

Need some help? SDB Creative Group is a full-service marketing firm offering complete traditional, digital and social solutions for businesses of all sizes. Give us a call to set up a consultation – 432.218.6736 or email us at info@sdbcreativegroup.com.

Written by:
Danita Maldonado, Director of Social Media, danita@sdbcreativegroup.com

Connect with SDB Creative Group here:







This week, Facebook rolled out its biggest redesign to date. Aptly named, the new Timeline is just that, a timeline of your life. In the past, Facebookers have been relegated to scanning friends’ recent posts. Now, you’ll be able to scan a friends’ entire life.

Timeline allows you to add specific events and milestones in any part of your life. Did you graduate in 1998? You can now post that to your Facebook Timeline. Did you get married in 2001? You can add that to your Timeline, too. Have old pictures from soirees past? Find your date and add them!

Timeline was actually launched in September during Facebook’s F8 conference and was an opt-in feature for developers. Though not open to all 800 million Facebook users, most developers took advantage and began using it. The underground talks of it were actually pretty positive. Most people loved the new feature and began experimenting with it.

Key Features:


Probably the biggest change to your new profile is the layout. A huge banner picture (or ‘Cover Photo’ as it’s becoming known) at the very top gives people a huge space to play with, an easel, if you will, for a painter. Inset within the banner pic is your profile picture. This is the picture that will still be used as your thumbnail when you post updates.

The Cover Photo has given way to artists, graphic designers, developers, etc., to have a little fun. Check out these really great Timeline banners from Mashable. This shows you what’s possible.



Immediately beneath your Cover & Profile pictures, you’ll get a brief bio – where you work, where you live, etc. You’ll also find a button to ‘Update Info’ & you’ll find your notifications – people who’ve liked or commented on your status, etc. All of your friends, Likes and photos are found in boxes underneath your notifications and you will also now see your recent status updates in two columns, organized by time.

On the right-hand side of your new profile, you will see a Timeline with years. If you’ve added some personal information, you might even see your Timeline venture all the way back to the day you were born! Click on a year, and you’ll be able to peruse all of your updates or added milestones for that year. The more you add to your Timeline, the more years you’ll see. It will be fun to see how many people fill in parts of their Timelines. Plus, it’s always fun to jaunt down memory lane to see what you were doing a couple years ago.

Another cool feature that’s been included is a ‘Map.’ When you go out to eat or when you travel the globe, have you ‘checked-in’ via Facebook Places? If you have, when people look at your map, they can see where you’ve been, who you’ve been with (if you’ve tagged anyone with you) and they can even check out your photos from there (if you’ve included photos and tagged those with your location.) It also tells people where you’ve lived (if you’ve included it in your timeline) and you can even search for certain locations and find people who’ve tagged those locations. Pretty neat!


As with any feature in Facebook, people are always concerned about their security. And as always, Facebook makes it very easy to be as social (or not) as you want to be. Any privacy settings you currently have in place will stay in place in your new Timeline. (For now.) But you can now go back and change settings on older posts. Posts that didn’t have the same security features in place – say 2-3 years ago. You will find your privacy settings in the same place as before – in the drop-down menu, in the top right-hand area next to ‘Home.’ It’s always a good idea to check (and recheck!) any privacy settings you have periodically. Facebook has been known to throw out new things that will affect some users’ settings.

Seeing as this is the first major redesign in the history of Facebook, all of this will take some time to get used to.

Although this feature is ‘opt-in’ at the moment, it will be a forced redesign to every single Facebooker in the world within the next week or so. If you haven’t already enabled Timeline on your page, go here: https://www.facebook.com/about/timeline. This will give you more insight into the new feature and allow you to get it for your page.

Share with us your ideas, thoughts, concerns, etc. We’re curious to know if you’re as excited about Timeline as we are!

Danita Maldonado
Director of Social Media
SDB Creative Group / SDB SocialLink