Lessons from some masters in social media


Social media

Almost two weeks ago we had a panel discussion about social media and selling in Clonmel. Compliments of the Tipperary Chamber of Commerce and Ulster Bank.

I had the pleasure of charing the discussion. I learned a lot.


How a door company became a market leader in Ireland and the UK by becoming an SEO ninja, using video, not getting twitter and hating newsletters.


How an event listing company uses hashtags and influencers on Twitter to make a disproportionate impact on social media.


How a whiskey company uses Facebook (reluctantly) to tell the story and creating a pull effect all over the world (you can’t sell alcohol online, so they are dependent on retailers).


The lessons I picked up:

  • I really need to look at video as a medium again
  • Metrics are everything. All the panellist know exactly what impact they want, how to measure that impact and how to use measurement to adjust their campaigns. What metrics should I be using?
  • Social media is hard work and it is 24/7/365. Am I spending enough time on social media? Am I spending too much time on social media
  • How efficient am I in using my time on social media?
  • Classic marketing principles apply. You really need to know your customers, so you can target accordingly. How good am I at segmenting my own markets?
  • Do I know what I am doing?

It reconfirms that I know very little about the nitty gritty of social media and I am regarded as a bit of an expert. Do as I say, not as I do.


Conceptually I think there are a few very interesting questions to consider such as selling to AI.

What happens when digital assistants start managing your fridge, your groceries, your health and your life? Do AIs have an emotional brand preference?

Fake news and social media. Trust and authenticity as a factor and how will blockchain impact on this? Will truth seekers or truth agents become a profession?

Will the combination of social media, channels mix, distribution strategy, 3D printing and climate change make everything local, at which stage you don’t need social media anymore or the opposite?

What happens when smartphones are banned, because of the addictive effects they have?


I read too many books. You can download my book about social media and selling here. Use CTC18 as the code and you can download it for free.




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Wednesday, 17 July 2019
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