Find Your Community

“Social media is no more than an extension of what we do naturally.”

MC Hammer, formerly-famous rapper
and creator of DanceJam, a social network for music/dance
with more than 100,000 visitors

Google is your friend. Using Google you can find your community, if you do a little thinking about the keywords that community members are likely to use.

For example, if your product category is small business accounting software, Google that term.[1] Currently, that search, without quotes, yields more than 12 million results. OK, that’s a bit hard to put your arms around. If you try the term as a phrase, by surrounding it with quotes, you get under 800,000 results.[2] That may seem a bit more manageable, but it still may not give the results you can use to locate places where your community is talking.

Incidentally, you’ll notice when you type a search string into Google, a little window drops down from the entry area with suggestions for similar searches and Google instantly shows you results based on what it thinks you’re looking for. You also may notice that after you do a search, little ads — call AdWords — appear on the right side of the search results. Refer to the next figure to see what we mean.

Google search accounting software

Figure 6 — Google Query with AdWords Sidebar — Example

You may find interesting search suggestions when Google offers them. If not, be sure to take a look at the AdWords on the right side. These organizations might be worth investigating, as they may share your cause, and could be good partners, or at least visiting their sites may give you ideas for how to find your community online.

Be aware that each time you click on an AdWord, somebody pays Google some money, from cents to dozens of dollars. If that bothers you, you can copy the Web address from the AdWord into your browser’s address bar and visit the site for free.

Back to our example. What you really want to do is to find people talking about small business accounting software on social media sites. So one thing you can do is to restrict your search to social media sites. This tip works with any type of site. Simply append a qualifier similar to the following to tell Google to only search a certain site:

Substitute any site after the colon and Google will only search the information it has indexed from that site.

Adding to the Google query we’re working on produces 3,800 results. OK, now we’re getting somewhere. Here’s what we got when we ran that search:

Google accounting search facebook

Figure 7 — Restricting a Google Search to Facebook Only

From these results we can see that people are indeed talking about small business accounting software on Facebook. Following the various links yields a group entitled “DIY Tax Accounting Software group,” with more than a hundred members. If you’re make small business accounting software, you’ve just found a potential place to engage with your community.

You can repeat this exercise with other social media sites. Doing it with LinkedIn yields 206 people you’d probably like to know. Doing it with Twitter yields dozens of posts. Doing it with YouTube pro­duces more than 575 links to videos.

You get the picture. Google is your friend, and using the site qualifier — and other advanced features available either by clicking Advanced Search up at the top of the page or clicking More on the left-hand column — you can tailor a search to find where your community is talking.

Next up: Advanced Google Searching For Social Media

Find Your Community is the 18th in a series of excerpts from our book, Be a Person: the Social Media Operating Manual for Enterprises. The book (itself part of a series for different audiences), is available in paper form at save $5 using Coupon Code 62YTRFCV

See the previous posts What is Social Media?Social Sites DefinedWhy Social Media? How is Social Media Relevant to Business? First Steps Toward a Social Media Strategy, and Decide What Your Business Will Do About Social Computing, pt. 1


[1] Google search for small business accounting software, with no quotes:

[2] Google search for small business accounting software, with quotes:


About NextPhase Selling

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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One Response to Find Your Community

  1. Pingback: Advanced Google Searching for Social Media | Social Media Performance Group's Blog

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