The document provides guidance on improving social media strategies for businesses. It discusses fixing appearance by ensuring quality branding across channels. It recommends fixing output by balancing promotional and value-added content. It also suggests fixing frequency by posting consistently according to a production and publishing calendar. The overall goal is to share high-quality, purposeful content on a regular basis to better engage customers.

1. Business Building
and Social Media
Markus Neuert

2. Social Media Basics - Be Social
Pure social media is engaging with the customers on a
personal level.
Social Media is NOT:
● posting news updates (this is only a small part)
● having more likes than your competition (vanity
metrics don’t sell products)
● having an account on all social platforms (quality
beats quantity)
CORE PRINCIPLES
● Consistency - post on a regular basis.
● Quality - Only post high quality content.
● Personality - Use a personal tone, avoid sales tactics.
● Engagement - Be proactive, comment and reply.
EXECUTION
● Schedule 2 days per week for content production
● Publish content at least 2 weeks out using Hootsuite.
● Monitor your channels daily.
BEYOND PROMOTION
● Create content that interests your customers beyond
your own product
● Leverage Influencer marketing - invite local
influencer to your venue

3. The Process
1. PLANNING
- Analyse account review document and set specific goals.
- Set up a “Content and Promotions Calendar” for 3-6 months.
- Decide WHAT to produce and WHERE to publish.
2. CREATING
- Set up a weekly meeting to create and review upcoming
production schedule.
- Decide HOW and WHEN to produce.
- Design and create quality audio, photo, video and written
content.
3. PUBLISHING
- Execute the Content and Promotions Calendar by
scheduling posts via Hootsuite.
- Schedule posts up to 2 weeks in advance. Monitor and
adjust for current events.
4. PROMOTING
- Set up an Ad budget and boost critical updates or content.
- Select a target audience for promotions.
5. MONITORING & ENGAGING
- Set up Hootsuite keywords to monitor brand/product
specific social chatter.
- Proactively engage, reply and communicate with the
customer.
- Solve customer service issues on the spot or escalate to
Owner
6. REPORTING & OPTIMIZING
- Issue monthly performance report for primary social
channels.
- Assess results and if necessary adjust strategy accordingly.
- Execute SEO Optimization if applicable

4. Social Media FixesThe best social media strategies all share three simple guidelines:
They share high quality output, communicate with a purpose and post on a consistent basis.

5. 1. Fix your Appearance - Quality
Your digital brand must communicate the same quality you put into your real life product.
● Are all social media channels aligned with the same branding and description?
● Are the images and copywriting of professional quality?
Action Steps:
● Review all social channels:
○ Align all profile images, banners and text copy.
○ Update contact details with latest phone number, address, etc

6. 2. Fix your Output - Purpose
All your media productions must have a purpose. Try to balance promotional media and content
creation. Content creation delivers value to the customer beyond advertising a product.
● Are you posting ONLY about your product?
● Are there areas beyond your primary line of business that could interest your customers?
Action Steps:
● Review your current output mix:
○ Go beyond your own planet and deliver content for the entire solar system.
○ Ensure your promotional output is not simply “spamming” your customers.

7. Fix your Frequency - Consistent
Humans are creatures of habit. Only by posting consistently will you give your customers a
chance to form a habit and make you part of their “media consumption” routine.
● Do you only post about random special events?
● Do you share multiple posts all at once and then nothing for a while?
Action Steps:
● Review how often you post and when:
○ Create a production calendar to produce on set days only.
○ Create a publishing calendar and design a consistent strategy per channel.

8. Business Fixes
Before you can leverage social media strategies,
you need to have a solid brand, product and company.

9. 1. Fix your Brand - Personality & Image
Your brand must have a personality people can connect with.
● Who is the face of your brand?
● Is your company's profile image a face or a logo?
Action Steps:
● Review your brand image:
○ Identify a person and use his/her image for the company.
○ You don’t have to replace the logo with a face, but marketing tactics should
reflect personality over sales.

10. 2. Fix your Product - Signature & Experience
Without a solid product that people can identify with and want on a regular basis you have no business.
You product must deliver a consistent memorable experience, not just a utility.
● Do you have a signature item or event? What are you known for?
● Is your product an experience or just a utility?
● What job are you getting done for your customers? Food for the soul or for stomach?
● When the job (the experience) delivers more than the utility, you have a winner.
Action Steps:
● Review your product line-up:
○ Reduce complexity and concentrate on a handful of top sellers.
● Review how your customers get and use your product:
○ Reduce friction by making it easier for them to buy it.
● Review why your customers are buying and using your product:
○ Adjust your marketing to align with their “Why”.

11. 3. Fix your Company - Vision & Pride
Successful companies are run by successful people (A-Players).
Attracting and retaining A-players must be your highest priority.
● Are you currently employing A-players? Why not?
● Are you attracting A-players? Why not?
● A-players want to be the best, work on the best and with the best.
● The key to attracting and retaining the best and most talented is to:
○ Give them a desirable vision for themselves and the company.
○ Take pride in your company, your mission and your product.
Action Steps:
● Review your company mission:
○ Set higher standards and goals and a clear vision of how to get there.
● Review your physical location and visual assets:
○ Pay attention to detail to convey a polished image.
● Review your company hiring and promotion policy:
○ Give employees more responsibility, flexibility and a sense of ownership.

12. Management Forms

13. 1. Appearance Fix - Social Checklist
Sample Form

14. 2. Output Fix - Promotion Requirements
Sample Form

15. 2. Output Fix - Content Requirements
Sample Form

16. 3. Frequency Fix - Production Calendar
Sample Form

17. 3. Frequency Fix - Publishing Calendar
Sample Form