Adult Nightclub industry’s 5 most common social media marketing mistakes

10 May 2013 Club Bulletin

By Duffy Franclemont Club Bulletin


Social Media Marketing (which I will refer to here as
SMM) is far and away the best advertising bang for the
buck. It’s also a giant pain in the ass. Try to figure out
what today’s hottest site is and you’ll get a migraine. Forget
keeping up with the endless advertising rules, because they’ll
change tomorrow. SMM is like hitting a moving target while
balancing on a unicycle. The simple, old rules of newspaper,
radio and TV are gone. Get over it. That’s the bad news.
The good news is that, by avoiding a few common mistakes,
your Social Media Marketing can be much more effective.
Let’s deal with the biggest players for now, Facebook and
Twitter. You should know how they work and how so many in
the adult nightclub industry are misusing them. These are the
five biggest mistakes I see on a recurring basis.

Mistake #1: Using a “personal” Facebook page instead
of a “business” page. This is hands down the worst mistake
you could make. You’re painting a giant target on yourself.
Facebook has launched an all out war on businesses masquerading
as an individual pages. There is a specific policy against
this. They have begun deleting millions of these accounts. If
you and your club have a “personal” Facebook page rather
than a “business” page, it’s not a matter of if that page will be
deleted, but when. And when it’s gone, it’s gone. All your data
goes bye bye forever. All your work getting those “friends” is
for naught.

Aside from that restriction, personal pages are limited to
5,000 friends. Once you reach the limit, new friends replace
your old friends, which means that your oldest and best
contacts get kicked to the curb. That’s not a good marketing

Insights is a very powerful Facebook tool and again, only
available to business pages. With Insights, I can see what
is the most effective time and type of posting. It shows me
where my fans live, when is the best time to reach them, what
they like, what they don’t. Personal pages have to guess.
Business pages can advertise for new “likes.” You can go
out and mine hundreds of thousands or more potential customers
in your market, while personal pages can’t. Advertising
is my single favorite feature of Facebook. More on this in #2.
Converting to a Facebook business page is easy. There are
simple, step-by-step instructions in the Help Center section.

Mistake #2: Not advertising on Twitter and/or Facebook.
It’s great to grow “likes” (Facebook) and “followers” (Twitter)
organically. It worked easily a few years ago when social
media sights were less crowded. Now you’re competing with
millions of other businesses for peoples’ attention. It’s not
practical anymore—you need to advertise.
Luckily, however, this advertising is cost effective and
targeted. If you don’t want to reach more potential customers,
you might want to reconsider this whole social media thing in
the first place.

Twitter now offers a great way to gain targeted followers for
your club’s account. It’s similar to buying a mailing list. Choose
by geography or gender, select your budget and you’re on the
way to getting more people to listen to your message.
If there are less than 500 “likes” on your Facebook business
page, your first job is getting more. It’s also your second
job. Why concentrate on talking to an empty room? Fill it first
and then talk to them. If you have a significant email list, you
can convert them to fans. Most clubs don’t have a huge list.
Advertising is far and away the best and fastest way to grow
your “likes.”

Here’s the trick: While Facebook rules do not allow adult
clubs to advertise, you can get around these rules fairly easily.
“Personal (Facebook) pages are limited to 5,000 friends. Once
you reach the limit, new friends replace your old friends, which
means that your oldest and best contacts get kicked to the curb.
That’s not a good marketing strategy.” — Franclemont

The adult nightclub industry’s 5 most common social media marketing mistakes

Social Media

Special Focus

So, you have a Facebook page, and you’ve learned how to become someone’s “friend.” But is your social media
is working for—or against—your club? Here, Duffy Franclemont of J Dog Media provides five “don’ts” for your
social media marketing, and offers tips on how club operators can ensure that their social media becomes an
effective promotional tool.

First, redesign your page before applying for an ad. Look less
“adult” and more “sports bar” or “nightclub.” There are numerous
ways around this policy.

Mistake #3: Your DJ handles the social media. When I
hear this, I cringe. DJs work hard. Very hard. So how are they
now going to do two jobs effectively? What training does your
DJ or hostess or bartender have in marketing? Do you also
have them handle the accounting? Who handles your SMM
is a direct reflection on the importance you place on it. If you
want to get something out of it, hire a professional.

Our staff is enrolled in continuing education for Facebook,
Twitter, Instagram, LinkedIN, YouTube, Pinterest, Vimeo and
all the promising new social media apps. They take refresher
courses, attend seminars and get certified in all online advertising
disciplines. Still, we get surprised by the constant
barrage of the SMM evolution. Chances are, your employee’s
training was a two-minute YouTube tutorial.

Social Media Marketing takes time. Lots of uninterrupted
time. When your DJ goes on vacation, does your Twitter account
take a break? You can’t take a break from advertising.
Big gaps between posts or tweets cause your fans to lose
interest. There’s just no shortcut to effective social media
advertising. It takes a serious investment in time.

Mistake #4: You’re advertising too much. Nobody wants
to be inundated with your happy hour specials, opening times,
2-4-1 admission Tuesdays, free lunch today, 25 entertainers
tonight. You have to be subtle. Stop shouting, start whispering.
People follow your page to see sexy girls, not blatant
advertising. A rule of thumb is three or four entertaining posts/
tweets for every ad. Look at what gets the most interaction
and give them a diet of that. Then you can slide in an ad. It’s
like Playboy Magazine—few read it for the articles, but nobody
ever bought Playboy to read the ads.

Also, no warm fuzzy kitten pictures! You’re business is sexy,
not cute. Post sexy and erotic photos, videos or cartoons.
Viewers can get pictures of a puppy kissing a baby deer on the
Hallmark page. My personal rule for my clients is simple: if I’m
ok with my seven-year-old daughter seeing it, I don’t post it.
Mistake #5: You don’t know a post from a tweet. If you
don’t understand the very basics of how SMM works, you’re
getting taken for a ride. Old time radio reps used to love selling
to adult clubs. The owners didn’t know how the Arbitron
ratings worked, so the reps from low-rated stations kept
telling them, “My station is number one,” and nobody was the
wiser. You wrote a check and thought you made a shrewd buy.
Today, everybody is an SMM “expert” and adult clubs are a
big, profitable target for them.

You must spend a little time understanding this new
medium. Decide what you want out of a campaign. Google
“effective Twitter advertising.” Read “Facebook For Dummies.”
Know the difference between real “likes” and “followers” and
the fake, purchased kind. You can buy 10,000 phony Facebook
“likes” for $300. Most of them will be people that don’t exist,
and those that are alive will live in foreign countries. None of
them will ever spend a dollar in your club.

SMM is not as complicated an endeavor as the professionals
(including myself) want you to believe. It’s a little skill and a
ton of hard work. I hope this was helpful.

SMM is not as complicated an endeavor as the professionals
(including myself) want you to believe. It’s a little skill and a
ton of hard work. I hope this was helpful.

For more information, Duffy Franclemont of J Dog Media
can be reached at, or view their Facebook
page at