The Social Observer

The Social Media Marketing Blog by SNHU Students

How to use Social Tools to get in Your Consumer’s Head

Small businesses and small business owners are incredibly diverse, all having different needs and different ways of conducting business. Today on TSO we wanted to feature tools are universally functional and can help you get inside your consumer’s head to find out what they really want. We will be featuring Google Trends, and TweetReach to show how social tools can help you better market to your consumer on social media. And because cocktails are fun we’re going to use “gin” as an example of how to use these tools, I know I’d like a nice gin and tonic, don’t you?

Google Trends

Google Trends is a simple tool to help you find out what people are searching for on Google. By searching for what is trending in Google searches you may be able to identify what resonates with your consumers.

1. Identify the search terms for your research based on the information you want to find. In this case I’m going to search “gin” because I like a good gin and tonic in the summer and “cocktail” to narrow my search a bit more.


 2. Refine your search by using the search terms drop down menu. This will help you refine your search even further and really hone in on your target audience.


3. Interpret the results. When looking at the results you will see three segments: interest over time, regional interest, and related searches.


“Interest Over Time” will tell you if the topics you searched are being searched for on Google as well as in what months or weeks the interest increased or decreased.

“Regional Interest” has three options for refining results: sub region, metro area, or city. This can show you where the concentration of searches is the heaviest.

“Related Searches” can help you interpret your results and show you what you may be missing to sell a given product.  

Google Trends is a good tool to determine what is already trending, it does not however, lead to innovative products or marketing strategies. By using the information from Google Trends as a foundation and  then embellishing a product or strategy with an innovative twist you may be able be differentiated enough to be exciting but familiar enough to be approachable.*

*See below for a BONUS cocktail recipe to try at home! I know I want a Lemon Rosemary Gin and Tonic, don’t you? But more on that later, back to business!


TweetReach can be used to get an idea of how many people are talking about a given topic on social media. It can search users, hashtags, or phrases to see how many people have posted or have seen posts about your topic. This can help you identify what in your business may have the most “reach” and thus the highest impact. By incorporating unique hashtags into your social strategy you could really make the most of this tool by seeing what consumers are really saying about your product and how many other consumers have seen that information. To demonstrate the power of TweetReachI’m going to enter  Hendrick’s Gin and Bombay Sapphire Gin to determine which has the most reach. To do this  you simply type your search terms into the search box.



Hendrick’s Gin reaches more consumers despite having fewer direct tweets in relation to the search terms. A small business could use this information to refine their posts and use key words to improve the reach of their Tweets!

Over all, the use of social media tools can help in developing strategies that will resonate with your consumers. Cocktails are just one example, how might you use Google Trends or TweetReach for your small business?

I know with all of this talk about cocktails you must be getting thirsty! Check out the BONUS cocktail recipe to quench your thirst!

BONUS RECIPE: Lemon Rosemary Gin and Tonic

1 1/2 oz. Hendrick’s Gin

1/2 oz. Rosemary Simple Syrup*

2 Lemon Wedges

3 oz. Tonic Water

Lemon Zest (Garnish)

*To make Rosemary Simple Syrup combine 1 cup of sugar, 1 cup of water, and 4 springs rosemary in a small sauce pan and bring to a boil. Remove the pot from heat and allow the       syrup to cool completely before removing the rosemary and using.

1. In a cocktail shaker filled with ice combine the Hendrick’s Gin, Rosemary Simple Syrup, and squeeze in the two lemon wedges.

2. Sake vigorously for about 10 seconds and strain into a martini glass.

3. Top with tonic water and garnish with lemon zest.

4. Always enjoy responsibly. Cheers!

Lemon Rosemary Gin & Tonic

Lemon Rosemary Gin & Tonic

Enjoy this twist on a classic Gin and Tonic and share how you would use Google Trends and Tweet Reach to engage with your small business consumers more effectively!

Category: Integrating with Traditional Marketing