How to reach people not on social media

How to reach people not on social media

Author: Alexandra Cain / Source: The Sydney Morning Herald I've never gone viral. I'm thankful for that. Sounds painful. But that's not th

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I’ve never gone viral. I’m thankful for that. Sounds painful.

But that’s not the reason why I decided to close my Facebook and Instagram accounts.

Judy Sahay says there are ways to reach customers beyond social media.
SHARE Share on Facebook SHARE Share on Twitter TWEET Link Judy Sahay says there are ways to reach customers beyond social media.

It was fun when Facebook was first around to reconnect with old school friends. But when it became just another advertising portal, I got bored.

Same with Instagram. After a while, scanning the feed became a mindless exercise, like watching a picture book of fashionable brands interspersed by the odd kid pic posted by a friend.

45 per cent of Australians don't engage with social media.
SHARE Share on Facebook SHARE Share on Twitter TWEET Link 45 per cent of Australians don’t engage with social media. Photo: Noah Berger

Then, at some point last year, I realised I didn’t have a book on the go. It was the first time that’s happened since I learned to read. That realisation tipped me over the edge and I closed my accounts.

I don’t want to read social media in my free time. I want to read books like I used to (by the way I can highly recommend The Sellout by Paul Beatty, best book I’ve read in years).

My decision to dump social media got me thinking. Advertisers can’t reach me when I’m reading a hard-copy book. So how do businesses promote themselves to people like me who have opted out of the main social media platforms?

It’s worth noting that, according to statistics web site Statista, there are plenty of people who don’t use social media. Its figures suggest 45 per cent of Australians don’t engage with social media – so that’s 10.7 million people.

If you can’t get to this group through social media, how do you get in front of them? I asked Judy Sahay, a director of digital marketing consultancy Crowd Media, this question.

“There are many ways brands can market to you. Google AdWords is…

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