1. 6 Tactics for Achieving
SOCIAL MEDIA SUCCESS
IN PROFESSIONAL PUBLISHING
Heather Cooper, Social Media Strategist

3. Find your
Audience
Provide
Value
Blog, Blog, Bl
og
Generate
Leads
Leverage
Trade Shows
Track
Metrics

4. Find your
Audience
Provide
Value
Blog, Blog,
Blog
Generate
Leads
Leverage
Trade Shows
Track
Metrics

5. Go to where the people are

7. Be discoverable

11. “Within search results, information tied to
verified online profiles will be ranked higher
than content without such verification, which
will result in most users naturally clicking on the
top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance.”
—Eric Schmidt
Executive Chairman, Google

15. Use hyper-targeted ads to reach
your market

16. MCGRAW-HILL NURSE CENTRAL
Mon
70
FriTue Wed Thu
#ofFacebookFans
850

21. Find your
Audience
Provide
Value
Blog, Blog, Bl
og
Generate
Leads
Leverage
Trade Shows
Track
Metrics

22. “Last year, brands tried to push the technical
limits of Facebook, and digital platforms overall.
Now, in just one year’s time, we were pleased
with the renewed focus on the craft of great
storytelling through publishing.”
—Mark D’Arcy
Head of Global Creative Solutions, Facebook

23. High
Sales
Low
Sales
Excellent
Content
Poor
Content

24. High
Engagement
Low
Engagement
Excellent
Content
Poor
Content

25. Low
Engagement
Poor
Content

26. Low
Engagement
Poor
Content

27. Low
Engagement
Poor
Content

28. Low
Engagement
Poor
Content

29. High
Engagement
Poor
Content

30. High
Engagement
Poor
Content

31. Low
Engagement
Excellent
Content

32. Excellent
Content
High
Engagement

34. Excellent
Content
High
Engagement

35. Excellent
Content
High
Engagement

36. Great content:
-educates
-inspires
-engages
-lets customers inside

37. Educates

38. Educates

39. Educates

40. Educates

41. Educates

42. Educates

43. Inspires

44. Inspires

45. Engages

46. Engages

47. Lets
Customers
Inside

48. Lets
Customers
Inside

49. Lets
Customers
Inside

50. Lets
Customers
Inside

51. Lets
Customers
Inside

52. Find your
Audience
Provide
Value
Blog, Blog,
Blog
Generate
Leads
Leverage
Trade Shows
Track
Metrics

53. BOOK
BLOG
FACEBOOK POST
TWEET

54. WHY BLOG?
- Every post is another web page
- Unlike website copy, blogs are personal, insightful, and
relevant
- A good blog adds value to a brand
- It can be the extended version of your social posts
- It can be a place to convert readers to leads

58. Find your
Audience
Provide
Value
Blog, Blog, Bl
og
Generate
Leads
Leverage
Trade Shows
Track
Metrics

63. Find your
Audience
Provide
Value
Blog, Blog,
Blog
Generate
Leads
Leverage
Trade Shows
Track
Metrics

69. Find your
Audience
Provide
Value
Blog, Blog, Bl
og
Generate
Leads
Leverage
Trade Shows
Track
Metrics

76. “The problem with trying to determine ROI for
Social Media is you are trying to put numeric
quantities around human interactions and
conversations, which are not quantifiable.”
—Jason Falls
Owner of socialmediaexplorer.com

83. IN 2 MONTHS:
1500 Answers

85. IN 2 MONTHS:
700 Clicks to retail pages

87. “If you do build a great experience, customers
tell each other about that. Word of mouth is
very powerful.”
—Jeff Bezos
CEO Amazon.com

88. Find your
Audience
Provide
Value
Blog, Blog, Bl
og
Generate
Leads
Leverage
Trade Shows
Track
Metrics

89. “Friendly makes sales—and friendly generates
repeat business.”
—Jeffrey Gitomer