1.
Social media is
valuable for
businesses of
any size or
industry
and finding
customers on
social media
has a direct
impact on sales
and your bottom
line.

2.
How you use
social media
affects your
success.

3.
41% of people
tend to
unfollow brands
that share
irrelevant
information on
social.

4.
PROFILES & BIOS

5.
Profile
Image
• Image reference

6.
Profile
Tips
• Keep it iconic
• Consider the framing
• Upload a high resolution image

7.
Iconic
Avoid text as it will not be
legible.
Plus, your company name is always
next to your profile picture.

8.
CIRCLE
SQUARE
BOTH?
Profile Frames
Facebook LinkedIn
Twitter

9.
Image
Size
High Resolution for a clean,
clear image.
Facebook: 360 x 360 pixels
LinkedIn: 400 x 400 pixels
Twitter: 400 x 400 pixels
Use images at these sizes or
higher.

10.
Banner
Image
• Image reference

11.
Banner
Tips
• Branding not Marketing
• Consider desktop and mobile
scaling
• Use a high resolution image

12.
Image
Size
High Resolution for a clean,
clear image.
Facebook: 820 x 312 pixels
LinkedIn: 1536 x 768 pixels *300
Twitter: 1500 x 500 pixels
Use images at these sizes or
higher.

13.
PROFILES
& BIOS
• Make sure that fields are filled
in completely and accurately
• Include brand messaging
• Try to use the same handle
across all channels
• Adding links
• Pinned posts- make sure they are
relevant

14.
POSTS

15.
CONTENT IS
KING
Before posting, think about why
you are posting content.
• Create purposeful content
• Engage your audience
• Set a tone
Direct users to your site when
appropriate.
• Blogs, product pages, services,
etc.

16.
ENGAGING
CONTENT

17.
COMPELLING
VISUALS
• Videos
• Photos
• Infographic
• GIFS

18.
CONTENT
IDEAS
Generally, you should be posting on
social media no less than 2 times per
week.
• Holidays (good for engagement and
goodwill)
• Service related
• Product related
• Seasonal sales
• Client/Customer Testimonial
• Tell people about new blogs or news
• Tip: after you put a URL in Facebook
and LinkedIn post, a picture
populates, you can delete the URL
and the link will stay.

19.
THE
HASHTAG #
• Increase reach and visibility
• Make content viewable by anyone who is
interested in a specific hashtag.
Also known as the pound sign
prior to 2006.

20.
CREATE
CONTENT FOR
YOUR TARGET
AUDIENCE

21.
CONSUMER
SENTIMENT

22.
BUSINESS TO
BUSINESS
B2B

23.
GOALS

24.
SETTING
GOALS AND
OBJECTIVES
• Who, What, When, Where, Why
• This will determine which social
media channels you should be on,
what tone of voice you want to
use, and decide budgets and
efforts.
• Do you want to acquire customers
or raise awareness.
• Set a tone

25.
SOCIAL
MEDIA
MARKETING
GOALS
Sorry, but the social media marketing
game is not just about likes and shares.
Social media goals should align with
overall company goals and will depend
greatly on industry, size of company,
audience, competition, etc.
• Branding Goals
• Awareness
• Positive Sentiment
• Relationships
• Loyalty
• Revenue Linked Goals
• Increase Website Traffic
• Desired Behavior
• Generating Leads
• Increase Sales/Conversions

26.
DEFINE
YOUR
GOALS
SMART Goals
• Specific
• The more specific you are, the easier
it will be to create a plan.
• Measurable
• Make sure a goal is trackable and
define how you will measure success.
• Attainable
• Think realistically and do not set
yourself up to fail.
• Relevant/Realistic
• Does this drive the business forward?
Know your capabilities and when to
seek help.
• Timely
• Give yourself a deadline!

27.
WHAT
METRICS
TO TRACK
• New followers
• Reach- total number of people who
see your content
• Engagement- Shares, comments and
likes are useful to make sure you
are posting content people want to
see
• Clicks
• Posts- when there is a correlation
between number of posts and
engagement and reach this can be
useful to justifying additional
posts and content.
• Traffic- the more traffic to your
website from social, the better
• Conversions

28.
KNOW YOUR
AUDIENCE
Who are the people liking,
sharing, following from social
media?
• Age
• Location
• Income
• Education
• Career
• Interests

29.
KNOW
YOUR
COMPETITOR
Not only are you going to be able
to get some intel, but you will
be able to find a little
inspiration for messaging.
• Who are your competitors?
• What social channels are they
using?
• Is their marketing effective?
• What type of content do they
produce?

30.
STRATEGY
DEPENDS ON
PLATFORMS
• Facebook – Facebook sends out a lot of
traffic. More than any other network.
Since it’s geared towards news and
entertainment you want to keep your
content light and entertaining. And video
content performs the best here.
• Twitter – Twitter is more a news
platform. Curation and retweeting is thus
encouraged here. You want to focus
trending hashtags and topics.
• LinkedIn – The professional network where
industry articles, interesting data and
short, to-the-point sentences go a long
way.
• Instagram – A platform well suited for
visual brands. Pictures, call-out quotes
and short videos are doing well here.
• Pinterest – Also great for visual brands
as it’s completely geared towards
imagery. Most users look for inspiration
here.

31.
CONTENT
CALENDAR