Social media presentation

By Last Rose Studios Inc.
Social Media
Picking the right Social Media channel and what you
should be posting

Important Note!
You don’t have to be on, or active in a
particular social network to make your content
available to share on that network.
Sharing tools such as addthis and sharethis
(amongst others) allow visitors to your site
easily share content on a vast number of social
networks. If you have a blog, and are creating
content, then this is a must.

Overview of the MAIN
Social Networks
Facebook, Youtube, Twitter, Google+,
LinkedIn, Pinterest

Facebook
• Facebook is currently the largest social media network.
• An average of 3.2 billion comments and likes every day
by over 1 billion users.
• Supports Video, Links, Text, Pictures and Albums.
• Facebook is ideal for B2C
• Facebook offers excellent insights into who interacts
with your content.
• Main activities are liking, commenting and status
updates.

Youtube
• YouTube is the largest video network.
• Is considered to be the second largest search engine.
• Only supports video.
• Ideal for B2C but can be used for B2B as well
• Can be used to showcase products (SSI)
• Great built-in insights

Twitter
• Third largest social network
• Posts limited to 140 characters
• Can easily “Tweet” links and photos
• Can monitor for specific keywords and mentions
• Excellent to provide customer service

Google+
•Fourth largest social network and growing
•Supports Video, Links, Text, Pictures and Albums.
•Tied in to Google Places
•Rumoured link to SEO rankings
•Very big in the tech industry and engineering
•Users are a bit more technical than Facebook
•Main activity is +1 and posting content
•Stats are hard to get, as many inactive users (technically
anyone with Gmail account, or an account for any Google
service is automatically signed up for Google+, no direct
analytics, though better tie in with Google analytics.

LinkedIn
•Primarily a business focused audience.
•Good for B2B type business or services
•Links and Text
•Offers a paid model

Pinterest
•Pinterest allows you to create “boards” with images pinned
from different websites.
•Content is photos only
•Demographic is mostly women
•Very popular within Fashion, Wedding, Landscaping,
Home Improvement, Decorating, Food categories (Dream
homes, Wedding planning, etc.)

Honourable Mentions
Reddit
Popular amongst a very young demographic, mostly low
income college students. Allows almost any type of
content.
StumbleUpon
A social bookmarking tool that allows you to share pages
that you find interesting. These pages get presented to
people with similar interests.
Instagram
Easy to use photo taking and sharing app, made popular
on the iPhone. Mostly young female demographic

reach, demographics, goals and content
type
Picking the right social networks
Picking the right
social network

Overview by Media Type
Different social networks are better for certain types of
media. Make sure that you choose a social network that
can handle the media that you need.
Facebook Twitter Google+ LinkedIn YouTube Pinterest
Photo X X X X
Video X X X
Links X X X X
Text X X X X

Overview by Goal
SEO ** ** *** ** *** **
Traffic *** *** ** * ** ***
Brand
Exposure
*** *** *** *** *** ***
Engagement *** *** *** ** *** *
Some social networks are better suited for certain goals.
For SEO, Google owned networks work the best. For traffic
- Facebook and Twitter. All are good for brand exposure.

Overview by Target Audience Age
Under 18 7% 8% 9% 1% 3% 9%
18 - 24 9% 14% 23% 4% 8% 10%
25 - 34 19% 23% 35% 16% 26% 18%
35 - 44 19% 23% 15% 32% 26% 20%
45 - 54 34% 23% 11% 30% 27% 32%
55 - 64 9% 6% 5% 13% 6% 8%
65+ 3% 3% 2% 4% 4% 3%

Overview by Gender
Twitter and Pinterest have a large female audience.
Google+ is mostly male as sadly tech and engineering
fields don’t attract many women.
Facebook is mostly male, however in the 18 and under and
over 40 age brackets is mostly female.
Male 56 38 67 50 45 21
Female 44 62 33 50 55 79

Overview by Education
No accurate data available for Google+.
LinkedIn has the best educated user base.
Facebook Twitter LinkedIn YouTube Pinterest
No Highschool 10 10 3 12 5
Highschool 9 8 9 9 7
Some College 60 61 45 59 66
Degree 14 16 31 14 16
Grad Degree 7 5 12 6 6

Overview by Income
LinkedIn has the largest stretch of users across the income
brackets (correlation between education level, and the
professional focus).
Facebook Twitter LinkedIn YouTube Pinterest
<25k 10 14 8 10 8
25-50k 33 42 25 33 41
50-75k 36 25 31 36 31
75-100k 11 10 17 10 11
100-150k 6 5 11 7 6
150k+ 4 3 8 4 3

Don’t Trust the Numbers!
There are sub-demographics that aren’t well
shown
Example - Twitter popular amongst african american males
in urban areas
Example 2 Twitter also popular amongst young females.
Ask your ideal customers what social media
networks they use!

So which Network Should I Pick?
Ideally you should pick a network where your
target audience is active, and one that will help
achieve the goals you want.
While nothing stops you from having profiles on
all the major social networks, it’s recommended
to concentrate your efforts on one or two
Google+ is arguably a must - as it ties in very closely with
Google places, and is rumoured to have an impact with
search engines.

Using Social
Media
What should I post?

Keep it Mobile friendly
Most People access social media via their
phones. Keep this in mind when posting
Notable exceptions are
LinkedIn - mostly desktop.
Pinterest - mostly tablet

Build Relationships - Don’t
Advertise
The important thing to remember is that you
want to build a relationship with customers, not
blatantly advertise your services. No one
follows you to listen to you talk about yourself.
While the occasional advertorial post is ok,
most of the content posted should be of interest
to your target demographic, and relevant to
your industry.

Keep it Professional
Keep personal details out. If you post about
every coffee shop you visit, or every time your
cat does something cute, you will lose
followers.
Keep it to content that is relevant to your
business, and to your target audience.

Show Personality
Don’t be afraid to let your personality show.
It helps humanize a company, and makes it
easier to interact with you.

Good Posts to Facebook
• Keep things Positive
• Provide Information
• Include Images
• Engage with Users

Good Tweets
• Have a clear call to action
• Have good grammar
• Use questions, facts and figures to engage
viewers
• Use mentions to prompt influencers to
engage with you
• Retweet relevant content for your audience.

Good Pins
Since it is image only, here are some stats
• No human faces - 23% less shares
• Multiple Colours - 3x more shares
• Portrait performs better than landscape
• Lots of red - Red gets 2x more shares

Good Google+ Posts
Get involved with trending/hot topics relevant to
your industry.
Use images to stand out
Find relevant communities - engage and
contribute in them.
Interact with commenters to help drive
engagement
Increase your reach by using hashtags (does
automatically, but help them out)

Best time to Post
Posting off peak hours increases the chances
that your post will get lost or buried.
Best Worst
Facebook 1PM - 4PM 8PM - 8AM
Twitter 1PM - 3PM 8PM - 9AM
Pinterest 2PM - 4PM
8PM - 1AM
5PM - 7PM
Google+ 9AM - 11AM 6PM - 8AM
LinkedIn 7AM - 9AM
5PM - 6PM
10PM - 6AM

Frequency is also Important
If you post too little, it looks as if you aren’t
committed.
If you post too much, you end up flooding your
followers, and they may stop following you.
Ideally you want to have one or two posts a
day*.
*Unless communicating important information such as service information

Don’t have Much Time?
Take a look at buffer
Just load it up once a week, and you can
schedule when you want it to share content on
your social networks.
It picks what content to share and when
depending on what is trending.

After all that, what Should I Post
While creating unique content is always great,
don’t be afraid share content from others in
your industry that you think your target
audience will find interesting.
Think of it as if your target audience where in a
networking event with you. Would you try to
shout out your services or would you educate
them, and discuss with them, and get them
involved.

Using Social
Media
Using Social Media Proactively - Stalking
your Leads

Looking for Service Mentions
People talk about their problems on social
media
Use tweetdeck and other social media tools to
look for specific keywords for pain points that
you can solve.
If you are a mechanic looking for “Car broke
down” and similar phrases on twitter could lead
you to possible clients.

Stalk Existing Customers
Following your existing customers can
enlighten you to changes in their life.
New jobs, change in marital status, children,
etc. can all indicate a need for a new
product/service that you can offer.

Using Social
Media
Social Media for Customer Relations

Keeping Customers in the Loop
Many service companies use social media to
keep customers informed about anything that
may impact the quality of service.
It can also be used to announce specials and
promotions.

Responding to Feedback
As was said before, people like to complain on
social media.
By monitoring your brand using social media
tools like tweetdeck, you can find and respond
to these complaints - Remember to keep it
positive.

How to Measure Social Media Impact
Depending on your goal, one of the key metrics
you should be looking at is engagement.
One tool that can be used to analyze that is
http://www.truesocialmetrics.com

and SEO
Social Media

Official Statement from Google
In short, Google has outright said that there is
no link between Facebook or Google+ and your
websites ranking.

In the Wild
A number of studies have shown that there is a
correlation between social media engagement
and search engine ranking.

Correlation != Causation
This is more attributed to creating good content
that engages people. So there is, in fact, an
indirect correlation
●They spend more time on the site
●Will search for it more
●Link to it more
●Comment on it more
All of these are signals that help increase
ranking

Social media presentation

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Social media presentation