3. What is Social Media?
• The online tools and technologies
used to create dialogue and foster
the transfer of information.
• Any connected technology or
practice which people use to share
opinions, thoughts, content, ideas
experiences, perspectives and
media.
4. Social media levels the
playing field. It has never been
easier to be in touch with your
customers or target market
than it is today.
5. Who is using social media?
• Facebook and YouTube combined
account for over 1.7B estimated unique
monthly visitors.
• Of the top 10 most visited domains on
the web, 8 of them are social.
• Americans spend an average of 37
minutes daily on social media, a higher
time-spend than any other major
internet activity, including email.
6. What is the value of Social Media?
• Interactions increase in the reach of our
endeavors.
• Friends of friends
• Increases our credibility and qualifies
our trustworthiness.
• People ask experts and expect responses
• Gives our content more shareability
and amplifies our signal.
• Interaction is immediate and reliable
7. Build an audience and you build trust
• 72% of consumers trust online reviews
as much as personal
recommendations.
• 78% of consumers say that the posts
made by companies on social media
influence their purchases.
9. Twitter
What’s in a bio?
• According to The New York Times, the
Twitter bio is a “postmodern art form”
• Identify what makes you unique
• Be consistent with your formatting
• Spelling and grammar
• Explain why you’re important and why
someone should follow you
• No call-to-action
10.
11.
12.
13. Twitter
Branding
Avatar
• Use your real photo or logo
• 400x400 with a max of 700kb
Cover Image
• Should speak to your band
• Doesn’t need to be extravagant
Background
• Stay within your branding
• Tile or create a custom page
14. Twitter
• Listen to your customers
• Use tools to discover and follow potential
customers and conversations
• https://twitter.com/search-advanced
• http://followerwonk.com/
• http://hashtagify.me/
• http://topsy.com/
• http://www.socialmention.com/
15. Twitter
Engage in the conversation
• Always respond to @ mentions
• Say “thank you”
• Some users will respond, others may retweet or
favorite your post to show their own audience.
• Twitter is based on exchange
Set up alerts or use social media software
• Google Alerts
• Hootsuite, Sproutsocial, etc.
16. Twitter
• @ replies: Appear in your feed and the person you’ve mentioned
• Direct Messages: Private messages between two accounts who
are following each other
• RT: “Retweet” reposting a tweet from another user and
mentioning them for credit
• MT: A modified retweet, still mentioning the original user but
changing the original content
• HT: “Hat Tip” giving credit to another user for a contribution or
realization
• #FF: Follow Friday, endorsement of another user and
suggesting people follow them
17. Facebook
Types of accounts on Facebook
• Facebook Page: Pages are for
organizations, public figures, businesses,
and brands to connect with people in an
official, public manner.
• Profile/User Account: A Facebook profile is
intended to represent an individual person to
connect with their friends and share
information about their interests.
20. Facebook
Facebook Wall
• Central location for recent information
posted by your brand.
• Up-to-date content timeline
• Highlight and showcase your most
important posts
21.
22. Communication
There are 3 ways to communicate on
Facebook:
• Posting
• Replies or “@” Replies
• Private Messages
23. Communication
All actions that you take while using
Facebook as your Page will appear on
Facebook as coming from your Page.
27. Linkedin
• Over 259 Million active users
• Average of 2 new Linkedin Users every
second
• 40% of Linkedin users check in daily
• 8,000 new groups are created weekly
• Mashable has the most engaged
company following
28. Linkedin
• You must have a personal LinkedIn profile set up with your
true first and last name.
• Your profile strength must be listed as Intermediate or All
Star.
• You must have several connections on your profile.
• You're a current company employee and your position is
listed in the Experience section on your profile.
• You have a company email address (e.g.
john@companyname.com) added and confirmed on your
LinkedIn account.
• Your company's email domain is unique to the company.
• A domain cannot be used more than once to create a
Company Page.
30. Linkedin
• Fill Out All Information
• Search engine keywords and phrases
are important for Linkedin Search
• Cover image size: 646 x 220 pixels
• Standard logo size: 100 x 60 pixels
• Employees are your best ambassadors
• Add Linkedin buttons to your
homepage
32. Linkedin
• Use best practices:
• 16-25 Words foster the most engagement
• Question marks lower engagement up to 45%
• Exclamation points raise interactions, sometimes
as much as 27%
• Target your posts appropriately
• Industry and/or location
• Leverage “Showcase Pages” for your key
services and solutions
33. YouTube
• More than 1 billion unique users visit
YouTube each month
• The most viewed video, PSY's
"Gangnam Style," has over 600M views
• Average YouTube Visitor visitor spends
15 minutes on the site
• According to Nielsen, YouTube reaches
more US adults ages 18-34 than any
cable network
34.
35. YouTube
• Remember that YouTube and Google+
are now linked
• Your Google+ avatar will be your
YouTube avatar as well
38. YouTube
• YouTube content remains effective from
much longer than other channels
• Be consistent and reliable in your content
delivery
• The best-performing brands publish high
volumes of content on a regular schedule
• Focus on a broad range of content
• YouTube is the 2nd largest search engine
39. Instagram
• 150 Million Monthly Active Users
• 16 Billion Photos Shared in total
• 1.2 Billion Likes and 55 Million Photos
shared every day
• The most followed branded account is
National Geographic @natgeo, with
over 3.7 Million followers, adding close
to 300k each month
41. Instagram
• Understand your audience
• Be consistent and be aesthetically
pleasing
• Engage, comment and follow back
• Leverage hashtags
• Post Regularly and share elsewhere
when appropriate
• Tag, tag, tag
42. Instagram
• Aim for 37 “interactions” per 1K
followers
• Mayfair averages 23.044 interactions
• Inkwell averages 16.407 interactions
• Showcase the people and the
excitement behind your brand
44. Etiquette
Comments vs. Questions
• The core tenant of social media is
replying to the questions people ask.
• Not all comments are questions, nor do
they need a response.
• If a post contains a question, reach out
and offer your help or find someone
who can help.
45. Etiquette
Opinions and Criticisms
• People are entitled to their opinions
and criticisms
• Is this an opinion or criticism or an
insult?
• Identify opinions and criticisms and
respond appropriately
46. Etiquette
Insults
• What goes in life, goes in Social Media.
• If someone insults or mocks you, don’t
start an argument: just ignore them.
• Insults may be “hidden” from the wall.
47. Voice
• You are a representative of the
company across all social networks.
• If you wouldn’t say it to your investors,
don’t say it online.
• Check, double check and triple check
where you are posting.
• Be yourself, be personal and be
courteous.
51. How do you pursue success?
Identify your audience
• Metrics on keywords, profiles and
competitors
• Discover where these conversations
are taking place
• Leverage toolsets and competitors’
channels
52. How do you pursue success?
Prioritize Your Social Networks
• Choose one or two networks to prioritize
based on your research
• Create a Facebook and Twitter account
• Great content is always king
53. How do you pursue success?
Create Value for Your Followers
• Teaser videos, downloadable PDFs
and other digital content can be shared
before launch
• Anticipate questions and craft beautiful
responses
• Cater to early adopters
55. Overall Best Practices
• Review and optimize every quarter
• Evaluate competitors channels
• Learn from both their failures and
successes
• Delete URLs where possible to be
clean and concise
• Highlight your strongest and most
important updates
56. Overall Best Practices
Editorial Calendar
• Focuses your messaging across all
channels
• Leverage tools like Google Apps that
are collaborative and accessible
59. Overall Best Practices
Facebook
• Be aware of changing guidelines
• Add an address so users can check in
• Complete all descriptions for
Facebook’s Graph Search
• Leverage Facebook’s post targeting to
reach dedicated audiences
60. Overall Best Practices
Facebook
• Be personal, posts that are conversational or
clever perform 120% above average
engagement
• Prompts for conversation or a question
receive 70% above average engagement
61. Overall Best Practices
Facebook
• Photos receive +50% likes than non-photo
posts.
• Links with thumbnails received +65% likes &
+50% comments
70. Overall Best Practices
Twitter
• Schedule your updates or use a service
like Buffer App
• Posts just before or just after the hour
do best
• Shorten URLs and use hashtags only
when speaking to a specific audience
or conversation
71. Overall Best Practices
Twitter
• Track the impact of your tweets
• http://www.twitalyzer.com/
• http://tweetreach.com/
• http://klout.com/home
73. Overall Best Practices
Twitter
• Follow or Favorite posts from those
sharing your content
• Timely Responses to customer
feedback are key
• Listen more and talk less
74. Overall Best Practices
YouTube
• Youtube is a tool, not a destination
• Tell your story and tell it well
• Be the face of your brand