Don Draper’s Guide to Social Media

1. Don Draper: Advertising is based on one thing: happiness.

Nobody wants to read posts that are depressing or disturbing. And they don't RT or share them either. There's a reason.

Inspire. Teach. Motivate. Make followers happy.

2. Don Draper: I don't care if you work ten seconds if you bring me something I like.

You could spend all month working on content strategy, but if people won't like reading it, you've failed. If it inspired you, and more importantly, it would inspire your followers, then don't over-analyze it; post it.

3. Don Draper: You want some respect? Go out there and get it for yourself.

If all of your posts are links to someone else's material and quotes from the greats, what is setting you apart from everyone else who's posting the same stuff?

4. Don Draper: [Reading aloud from a piece of paper] "The man is shamed by being openly ridiculed and rejected; it requires an audience."

Pete Campbell: What is that, fortune cookie?

Don Draper: It's from that book you were all supposed to read.

Pete Campbell: Oh.

Do your research. If you are going to post with authority, know what the hell you are talking about. Don't show your ass by not keeping up with what your followers already know.

Social Media participants show their asses more often than you might think. Most often in discussion questions. If you're paying attention to what others post, you'll notice. I do.

5. Peggy Olson: Sex sells.

Don Draper: Says who? Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and just stick it in a briefcase completely unaware that their success depends on something more than their shoeshine.

If you want to be provocative in your posts, make it make sense. Make it have relevance. Don't use it just for cheap attention.

YOU are the product. You - FEELING something. That's what sells. Not them. Not sex.

Social Media has the unique aspect of requiring you to reveal yourself as a person. Whether you are a company, a sole proprietor, or just you personally. That is why Social Media is more popular than traditional media. People like to connect - and that is through emotions, feelings, personal nature.

Take if from another (real-life) marketing guru, Simon Sinek: "People don't buy what you do, they buy why you do it."

6. Don Draper: Every woman wants choices, but in the end, none wants to be one of a hundred in a box.

Post like you are talking directly to your individual followers. That's golden. Followers want to feel they are recognized for their (perceived) uniqueness. No one wants to feel their interests are generic. Read about Chris Brogan's Unfollow experiment to understand more.

7. Don Draper: And there are so many real problems in the world.

Don't post crap just to be able to post. Don't waste your followers time. Make it real. Make it worthwhile. Make it stick.

8. Don Draper: People tell you who they are, but we ignore it - because we want them to be who we want them to be.

If you are working too hard trying to make your followers into your wannabes, they'll see right through it and leave you or ignore you. They'll know you aren't listening to them and that will turn them right off.

9. Don Draper: When a man walks into a room, he brings his whole life with him. He has a million reasons for being anywhere, just ask him. If you listen, he'll tell you how he got there. How he forgot where he was going, and that he woke up. If you listen, he'll tell you about the time he thought he was an angel or dreamt of being perfect.

And finally, give a damn about your followers. Quit being the posting narcissist. People who take the time to create a Social Media account are putting themselves out there. They are human beings, like Willie Loman, and "attention must be paid."

When is the last time you clicked on a followers page or profile? Their Twitter bio, their Facebook info tab, their LinkedIn profile?

Do you take the time to learn who your followers are?

- If not, you're slinging your posts like a slingshot at no particular target...



These Social Media Stats Will Blow Your Mind



  • There are now more than 800 million active Facebook users (this was reached on July 1 2011)
  • 200 million accounts were added in 2011
  • Facebook is the most visited website on the internet (reaching one trillion pageviews on June 30 2011)
  • 11% of the world population has a Facebook account
  • There are more Facebook users than cars (800 million vs 750 million)
  • 50% log onto Facebook every day
  • The average user has 130 friends and is connected to 80 pages, events and groups
  • The average user spends 700 mins per month on the site
  • Every 60 seconds on Facebook there are:
    •510,000 posted comments
    •293,000 status updates
    •136,000 uploaded photos
    •30 billion pieces of content are shared each month
  • Facebook reached 55%  of the world’s global audience accounting for roughly 75% of time spent on social networking sites and one in every seven minutes spent online globally
  • Facebook is blocked in China
  • Almost 50% of 18-34 year olds check Facebook when they wake up – 28% before even getting out of bed
  • 20 million Facebook applications are installed per day
  • Over 250 million people access Facebook via their mobile phone
  • In just 20 minutes, over 1 million links are shared, 1.5 million event invites are sent, 1.8 million statuses are updated, 2 million friend requests are accepted, 2.7 million photos are uploaded, 2.7 million messages are sent and 10.2 million comments are made
  • More than 2.5 million websites have integrated with Faceboo

FB Business

  • FritoLay set a World Record with 1,575,161 Facebook likes in 24 hours on April 11 2011
  • 95% of Facebook wall posts are not answered by brands
  • Auto-posting to Facebook decreases likes and comments by 70%
  • 56% of consumers say they are more likely to recommend a brand after becoming a fan on Facebook
  • Two most popular reasons for liking a brand on Facebook: 1. because they are a customer (58%), 2. to get access to discounts and promotions (57%)
  • There are over 36.5M fans of Coca-Cola on Facebook


  • Twitter has 225,000,000 users
  • 100 million of these users are logging in at least once a month, 50 million are logging in every day
  • 190,000,000 tweets are sent on average per day
  • 1 billion tweets were sent every five days in 2011
  • The record is 25,088 tweets per second (when Castle in the Sky was broadcast in Japan)
  • A great majority of tweets are just 40 characters long
  • The average user has 115 followers
  • Lady Gaga is the most followed person on Twitter with over 17.8M followers
  • 40% of Twitter users don’t tweet, but instead use it to keep up to date
  • 55% access Twitter via mobile
  • Twitter handles 1.6 billion queries per day
  • Nearly 500,000 users are added each day
  • About 21% of Indonesians are on Twitter, making them the most Twitter-addicted nation
  • Japan is the only country where Twitter is more popular than Facebook

Twitter Business

  • 34% of marketers have generated leads using Twitter and 20% have closed deals
  • Tweets that include verbs have a 2% higher shareability than average tweets


  • LinkedIn has 135,000,000 users (as at Nov 2011), up from about 85 million in late 2010
  • Every second two new users sign up
  • Age demographics are: 21% 18-24, 36% 25-34, 36% 35-54, 7% 55+
  • LinkedIn membership includes executives from every company listed on the Fortune 500
  • 49% of LinkedIn users have a household income over $100k


  • YouTube has 490 million unique visitors per month (as at Feb 2011), which generates 92 billion page views
  • In 2010 YouTube reached 700 billion playbacks
  • 35 hours of video is uploaded every minute
  • More video is uploaded to YouTube in 60 days than the 3 major US networks created in 60 years
  • Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)

Google Plus

  • Google+ was the fastest social network to reach 10 million users at 16 days (Twitter 780 days and Facebook 852)
  • Google Plus experienced an increase of 55% in traffic in December 2011 from November 2011
  • Though Google+ is secretive about the number of users, it has been reported that there are 62 million Google+ users (Source: Paul Allen)

Other Social Networks

  • 3,500 photos are uploaded each second on flickr
  • Flickr hosts over 5 billion images
  • Instagram reached 13 million users 13 months after launch
  • There are over 150,000,000 photos uploaded with instagram
  • Foursquare sees 2,000,000 check-ins a week
  • 15 million people have Foursquare accounts (as at Dec 2011)
  • Wikipedia hosts over 17 million articles
  • There are over 91,000 Wikipedia contributors

QR Codes

  • QR code uptake has increased 4589% from early 2010 to early 2011
  • 56% of QR codes appear on product packaging
  • The majority of users expect to receive a coupon or deal from scanning a QR code
  • 11 out of 50 Fortune companies are incorporating QR codes into their marketing strategy
  • 68% of QR codes are scanned via an iPhone

General social media statistics

  • Women are more active on social media than men – 55% vs 45%
  • Social media is responsible for one third of the web traffic in Malaysia
  • North American consumers show the strongest interest in using social media for deals (45%), followed by consumers in Asia-Pacific (34%) and Latin America (33%)
  • A 2011 study confirmed that social media users dine out more and are more likely to become return customers
  • 43% of all online consumers follow or are a fan of a brand
  • 57% of people talk to people more online than they do in real life
  • 15% of 16-24 year olds prefer to receive customer service via social media over any other method, compared to just 8% of 25-34 year olds and 3% of those aged 35-44
  • Social media use is becoming much more even across age groups (see graph below)


  • Facebook alone accounts for 10% of all mobile data on the iPhone
  • Globally more people own a mobile phone than a toothbrush
  • There are over 500,000 apps in Apple’s App Store (as at Dec 2011)
  • There are 400,000 apps for the Android operating system (as at Dec 2011)
  • Of the world’s 4 billion mobile phones, 1.08 billion are smartphones
  • Smartphone users are twice more active on social media than non smartphone users
  • 60% admit to using their device while going to the bathroom
  • 86%  of mobile users are watching TV while using a mobile phone
  • Over 200 million access Facebook from a mobile device and 91% of all mobile internet use is “social” related
  • By 2014 mobile internet use should overtake desktop internet use
  • ½ of all local searches are done on mobile devices
  • Half of Twitter’s users use Twitter on their mobile
  • There are 200 million + views of YouTube clips on mobiles every day