jen mulholland


ISM 035: Facebook Profits Within a Year — a Small Business Social Media Case Study

jen mulhollandA special small business case study with Jen Mulholland from is my topic this week on The Inside Social Media podcast, as my journey to connect with the biggest brands in the world and share with you how you can model and adapt their social media insights and strategies continues.

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More About This Show

In episode 24 I featured a small business case study with Kris Damhorst of Damhorst Toys & Puzzles. It’s been hugely successful so I’ve decided to start a small business case study series that I’ll be mixing in within the other shows.

In today’s episode, you’ll hear an interview with a small business owner who’s a listener of the podcast and reader of the blog. She’s taken the strategies and principles she’s learned here and incorporated them into her social media strategy, resulting in huge success.

This is a real-life case study of a woman who had a small Facebook Group of friends who talked about shoes and has turned it into a successful business and almost 10,000 Facebook fans in about a year and a half.

Jen Mulholland, of, has created a strategy and system for getting the most out of her social media efforts while learning to focus only on the few platforms that bring her the highest return. Jen’s a really smart woman who’s just like you and me and she’s learned that the best way to succeed in social media is to try different things until something works.

You’ll learn that everything that’s made her successful on Facebook and the other platforms she uses, you can do too.

As you’ll hear more about today, Jen’s come a LONG way in a little over a year.  .

In today’s show, you’ll learn…

  • The strategies Jen used to build her Facebook presence from about 100 people to over 9,000 in a little over a year.
  • How Jen determined the best type of content and time of day to post on Facebook.
  • Jen’s “80/20 rule” content strategy and why you should model the same.
  • How Jen avoids social media overwhelm, including when to outsource.
  • Tips for developing a brand voice in relation to your target audience.
  • Best practices for measuring the success of your social media efforts and how Google Analytics can help you determine number of sales.
  • And a whole lot more!

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Insider Show Notes: A Small Business Social Media Case Study

On Social Media Success…

  • Know what your brand is about.
  • Set yourself apart by going above and beyond for your client.
  • It’s the extra touch that makes it special.
  • You can’t push a website out there and hope that it works.
  • Social media helps build your business organically.
  • By building a relationship with your audience through social media, you get them to trust you enough to purchase from you.

On Growing Your Audience…

  • Know your demographic – their age, what they like, when they’re online, etc.
  • Facebook Insights can help in finding out about your demographic.
  • Learn to put yourself in the mindset of your consumers and how they are using social media.
  • Learn to use social media in the same way as your audience so that they can resonate with your business.
  • It’s not all about sales. Think engagement with your customers first.
  • Find and engage with people on private groups that relates to your content.

On Audience Engagement…

  • Know when to post content by knowing when your target audience tends to be online.
  • Utilize bits of popular culture in your content that your audience could relate to.
  • Use the 80/20 rule for your content – 80% business relevant, 20% random fun stuff.
  • Have a call to action on every post.
  • Incorporate your story into your posts.
  • Post fun and quirky stuff like pictures with funny quotes to get more reactions.
  • Some of your audience may be on mobile. You’re more likely to get engagement if the audience can give quick answers.
  • Give your audience a choice. Make them a part of the process.

On Choosing Social Media Channels…

  • Being on a lot of platforms gets overwhelming and time-consuming. Choose which platforms are best for your business, and go deep on them.
  • If you’re on more than one channel, have someone else manage some of them.
  • Each platform has its own voice. Avoid reposting the same post across different platforms.
  • An inactive and vacant account is not a good thing.
  • Pinterest is best used for giving your audience/followers inspiration.
  • Instagram is useful for visual businesses who needs to showcase their products.
  • Use Google+ to engage with communities and also has the added search benefit.

On Measuring Your Social Media Success…

  • Have Google Analytics set up with your site, it can give you valuable insight into conversions and visitors.
  • Have a way to build your email list on your site. Have your subscriptions connected to your Google Analytics so you can track conversion rates.
  • You can use Google URL builder to create a custom URL to link back to your site.