Introducing Social Media
by

Introductions
• “The Facebook guys”
• Miles Mussen
• Ryan Marshall
• Since 2009 we have been running the Stockbridge
Edinburgh Facebook page
• We won The AXA Insurance Community
Challenge for Scotland in 2010
• We have over 5600 followers on Facebook and
over 1000 on Twitter

Aims of the Course
• Help you get an understanding of Social Media
• Get you thinking about a strategy
• Allow you to understand the basics of
Facebook and Twitter for Businesses
• Give you some simple principles to help build
a following on Facebook and Twitter
• Hopefully answer any specific questions you
might have…remember no question is too
basic

Why is it so important?
When only 14% of the population trust
Advertising
but
90% of the population trust
recommendations on Social Media…..

What is Social Media?
Very simply Social media is: “An online conversation”
So who’s talking:
• your customers
• your employees
• your investors
• your critics
• your fans
• your competition…..
• In fact anyone who has internet access and an
opinion

Just a few to think about...

What can it do for you?
• Help you listen to customers and build relationships
• Develop an online personality
• Respond quickly and effectively to both positive and
negative reviews
• Introduce your brand, shop front, products and
services to new customers
• Compliment other marketing campaigns
• Build links for Search Engine Optimisation

What it is not…
• Quick sure-fire way to more
sales, bookings, tickets etc
• Effortless – but it is easy (with our help)
• Shouting – “It’s not about selling, it’s about
helping people to buy”

Get a Strategy
• What are your goals?
• Who are you trying to reach? Who are your
audience?
• How will you attract – followers, fans, likes, re-
tweets, links?
• How much time do you have?
• How will you manage your reputation?

Facebook

Facebook Facts
• Launched 2004
• As of September 2012 Facebook has over 1 Billion
active users
• Half of those use Facebook from a Mobile device
• The average user :
– Spends 55 minutes logged onto Facebook each day
– Is connected to 130 friends
– Likes 2 pages a month

What is Facebook
A Social Networking Service that is:
• Free
• A personal Website
• An address book
• An events diary
• An email account
• A place to store and share your photos and videos
• An instant messaging and video messaging service
• A bulletin board
• A scrapbook
• A subscription service to your favourite brands, shops & places
• A place to create, manage and share a page for your
business, charity or group
• Its power comes from people – ‘21st Century word of mouth’

The Three Facebook Levels
1. Facebook Profile
2. Facebook Page
3. Facebook Group
The two you need worry about, run from the
basic concept of Timeline
Introducing Timeline

The Differences
Facebook Profile: Facebook Page:
• For an individual • For a Business or
• Only one per person Organization
• Allowed multiple
• Limited to 5000 friends Administrators
• Profiles can be as private • Unlimited
or public as you want this number of followers
is controlled within your • Pages are Public
Privacy Settings • Unlimited number of
pages per individual

Pages in detail
Whilst we will cover the basics for a successful
page, all the resources you will ever need can be
found within The Facebook Help Centre on this
link:
• www.facebook.com/business/build
The following is how Facebook outlines Business
Pages for you:
• www.facebook.com/business

Before we get started

What’s a Vanity URL?

Vanity URL
• It is your page’s unique name
• Available once you receive 20 likes
• Initially your page will have a URL like this:
https://www.facebook.com/pages/Womankind-
Beauty/112746315490293?fref=ts
• Claiming your Vanity URL allows you to get rid of
the numbers and therefore make it easier to
promote elsewhere i.e
www.facebook.com/WomankindBeauty
• Check the spelling before you claim it as once set
it cannot be changed.

Getting the Basics right
• Images
• Applications
• About
• Posting
• Interacting
• Insights
• Paid Advertising

Images
Facebook is a visual medium and the posts with
the best images get the best response:
• Get the sizes right
• Edit your photos (Photoshop express
editor, Pixlr and Picassa are free and easy to
use)
• Put your contact details at the bottom of
them all (contact number and web address)

Example 1
• Image size 529 x409 pixels

…For Cover Photo 851 x 315 pixels

Example 2

…One Click in Picassa….

Example 3

…Picassa again

Example 4

…Picassa and Photoshop

Why Add Contact Details
• Branding
• Helping them to buy

Contact Details

..continued

How it looks

Get it right
• Invest in a decent camera or ensure that the
camera you have can produce the image sizes
you need.
• Cameras on most phones will give you an
ample sized image
• Know the sizes you need the results will be so
much better

Important Facebook Image sizes
• Cover Photo : 851 x 315 pixels
• Profile Image: 160 x 160 pixels
• Timeline Image: 403 x 403 Pixels
As long as the Original Image is larger than these
sizes it can cropped down to fit or repositioned
within Facebook….always check before posting

Applications

Applications
• Position them as you want
• Photos, Videos, and Likes will always be there
• Link Twitter to your Facebook Page via tabs
• Search and Find Applications that might
enhance your page i.e e-commerce tabs, book
now tabs, Static HTML

Editing Applications
• Hover over the right corner and a pencil will
appear…..click to bring up options

Editing Applications

About Section
• Accurate contact information
• Location
• Detail as much as you can that will enhance the
followers experience and aid them to visit/call or buy.
• Create Milestones
• Facebook is introducing “Graph Search” that will rely
on this information to be accurate alongside proper
images. Your page’s ability to appear in these searches
and it’s ranking will be affected by what you put in here
so make it as detailed and as accurate as you can!
• http://www.facebook.com/about/graphsearch

Café Fish

7 Types of Post
1. Statuses
2. Photos
3. Videos
4. Offers
5. Events
6. Milestones
7. Questions

Too Busy?
• Set the year/month/day and time you want
your post to appear

Manage them in your Activity Log

Scheduled for tonight at 7pm as I am
busy…

Best Practice
• How often?
• What type of post works best?
• When should I post?
• How can I get more people to follow my page?

There are no simple answers
• Every business is different
• You have a style and image that you believe works for your
business try and replicate that in your page
• Experiment, try and think like one of your customers, when
are they likely to be most active, what do they want to see?
• Find a theme and voice that matches your target audience
(look at competitors and major brands)
• Mix up your content
• Monitor the results
• Be open and don’t shout
• Remember this is your business page and not your personal
page

Who should I interact with?
• Like and interact with businesses in your local
community
• Like and interact with your customers business
pages
• Like and interact with any page that your
customers might like
• However ONLY like and interact with pages you
want to be associated with
• Remember don’t shout… Be polite and
personable

How often should I interact?
• Daily
• When it’s relevant
• Remember your followers are likely to see
your interactions in their News Feeds

What should I say?
• Be polite
• Be personable
• Provide value
• Don’t shout

Sharing other page’s posts?
• If it’s relevant to your page,
• If it matches your theme and voice
• If you think your followers would be interested
…then Share it

10 minute break

Before the break
• We Covered:
– The Importance of Social Media
– The Facebook Basics from Images to Interacting

What are Facebook Insights?
Facebook Insights are a simple tool to monitor
your page’s or individual post’s performance.
These are broken into:
• Demographics
• Likes
• Friends of Fans
• Talking About This
• Reach

Facebook Insights

Demographics

What do these mean?
• 62% Female - 36% Male Split
• Largest percentile is aged 25 - 34 years old
• Mainly between 25 – 44 years old
• 87% from the UK and the majority are from
Edinburgh
• This allows us to target our posts at the
market that matters most

Promote your page
• Have a link to your page on your website
• Create a Vanity URL
• Ensure it’s on all your business cards and any
promotional literature
• Add it in any Advertising you do

Paid Advertising
• Allows you to set your own budget
• Target a specific audience by
– Gender
– Age
– Location
– Interests
• Drive traffic to your website or gain likes to
your page

Offers
• Officially available to Pages with over 400 likes
but from what we can see is available if you
have over 200.
• As it is paid it will depend on how many
friends of followers you have i.e your potential
reach
• Here is a Facebook guide:
http://www.facebook.com/help/pages/offers

It’s not formal but…
• Be polite
• Be open
• Be engaging
• Don’t shout
• Have fun with it

Facebook Questions and Answers

Twitter

What is Twitter?
• Twitter is an information network. Millions of
people, organizations, and businesses use it to discover
and share new information.
• On Twitter, anyone can read, write and share messages
of up to 140 characters. These messages, or
“Tweets”, are public and available to anyone interested
in them.
• Twitter users subscribe to your messages by following
your account.
• Followers receive all of your “Tweets” in their timeline
(a feed of all the accounts they are following)

Twitter Tour
• For those of you not used to Twitter here is
their simple guide:
• http://support.twitter.com/articles/20169519

What are ＃ Hashtags?
• The # symbol, called a hashtag, is used to mark
keywords or topics in a Tweet.
• People use the hashtag symbol # before a
relevant keyword or phrase (no spaces) in their
Tweet to categorize those Tweets and help them
show more easily in Twitter Search.
• Clicking on a hashtagged word in any message
shows you all other Tweets marked with that
keyword.
• Hashtags can occur anywhere in the Tweet – at
the beginning, middle, or end.

What are Replies and Mentions?
@
• Using the @ sign before someone’s username
allows you to direct a Tweet to them. This can be
in the form of a Reply i.e @stockbridgetwit
thanks for the help ＃Love＃Stockbridge
• or in the form of a mention i.e thanks
@stockbridgetwit for all the help ＃Love＃
Stockbridge

1. Search –twitter.com/search

＃Stockbridge Edinburgh

Results

Twitter Best Practices
Build a following, reputation and Customer’s trust
with these simple practices:
• Share
• Listen
• Ask
• Respond
• Reward
• Demonstrate wider leadership and know-how
• Establish the right voice

Some Tips
• Tweet 80% of content that your followers will
find helpful and 20% as self promotion
• Before you click send ask yourself “would I
follow this person based solely on this one
tweet”…..if it’s yes hit send
• Share your expertise, be the go to page for a
topic and as a reliable source of information
• Be proactive, provide value be personable

Tweetdeck

Questions and Answers