4. Social Media Success
Goals
• KPIs & Measurement
Content Strategy
• Messaging & Schedules
Consistency
• Routines & Processes
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5. You are your Brand!
People buy your services and products based
entirely on their belief in your brand promise.
6. What is Branding?
A logo is not your brand – a logo is just
a visual representation of your brand.
Your brand is a promise to your customers.
Your brand is the perception of you in your customers’ minds .
A brand reflects reputation .
Brands differentiate businesses and organizations by creating
awareness on who they are, what they stand for, what they do
best, and what they contribute to the world around them.
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7. Social Media Branding Process
1. Define your brand.
2. Position your brand.
3. Create your brand identity.
4. Be consistent.
5. Review and measurement.
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8. 1. Define your brand.
In one or two sentences – how would you
describe your business? Your statement should include how you
are different (and better) than your competitors.
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Social Media Branding Process
9. 2. Position yourself.
Which are your areas of expertise? Identify up
to three areas where you excel.
These will be used to create your messaging strategy.
These will determine the topics in your posts.
These will be used to choose hashtags.
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Social Media Branding Process
10. 3. Create your brand identity.
Choose a primary and secondary username for
your social networks.
Choose how your business name will be listed in every
social network.
Write out the bio you will use in all social networks.
This should be in line with your brand. (Keep it short;
up to 160 characters.)
Choose a profile image to use in most social networks.
Choose a cover image to use in most social networks.
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Social Media Branding Process
11. 4. Be consistent.
Create schedules for:
Content creation.
Publishing.
Social Listening.
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Social Media Branding Process
12. 4. Be consistent.
Create a routine/schedule for Content Creation
to identify when (in your schedule) you will sit down to
create messages for social media.
EXAMPLE: I will create messages for my social networks
from 8am to 9am on Mondays, Wednesdays, and Fridays.
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Social Media Branding Process
13. 4. Be consistent.
Create an editorial calendar for social media
Publishing to identify the topics you will cover and
the days/times when you will publish content to your selected
social networks.
EXAMPLE: I will publish content as follows:
Fa cebo o k - One mes s age every day a t 11 a m
Twitter - Two mes s a ges every day; o ne a t 9 a m, a nd o ne a t 5 pm
Ins tagram - One mes s age every other day at 6 pm
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Social Media Branding Process
14. 4. Be consistent.
Create a routine/schedule for Social Listening,
to identify when (in your schedule) you will sit down to
listen, respond and participate in social media
conversations.
EXAMPLE: I “listen” on my social networks from 7:45am to 8 am
every business day for customer service messages.
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Social Media Branding Process
15. 5. Review and measure.
Routinely review effectiveness of messaging
& make improvements.
Measure your social media activities against goals.
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Social Media Branding Process
17. Social Media Tips
Choose your social channels based on goals.
Promote your social channels through other online
channels.
• Promote via your offline channels.
Reward – post updates about special offers, discounts
and time-sensitive deals.
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18. Social Media Tips
Be consistent. Write and publish unique
content regularly.
Schedule posts but monitor regularly.
• Watch Your Post Frequency and Timing.
• Publish on the weekend.
• You CAN repost information.
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19. Social Media Tips
Add personality.
• Social Media is a conversation between actual
humans.
• Share photos and behind the scenes info about your
business.
• Show off your staff, your awards, your processes.
• This is an opportunity to have your customers get to
know you.
• Be authentic. Be honest.
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20. Social Media Tips
Write your posts offline. Proof and edit,
then post.
• Write simply and plainly.
• Be relevant. Your page/wall should have content relevant
to your product/services/expertise.
• Enforce your brand identity.
• Use images and videos that reflect your brand.
• Create a hashtag AFTER checking it. Use others’ hashtags
if relevant.
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21. Social Media Tips
Participate and engage.
• Respond to questions, clarify, add more info.
• Add value for your audience.
• Curate – share content created by others.
• Respond to questions, clarify, and add more information.
• Reshare from your community, especially compliments.
• Always visit the link and read the article before resharing
content.
• Send thank you posts.
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22. Customer Service Tips
Create a policy. Include escalation steps.
Use multiple channels. Create dedicated customer
service channels.
Monitor and listen regularly.
Respond quickly.
React with caution. Do not leave sensitive information
on social channels. Do not delete negative comments.
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23. Social Media Tools
Free
TweetDeck (Twitter only) –
https://tweetdeck.twitter.com
Freemium
Buffer -- http://bufferapp.com
Hootsuite -- http://hootsuite.com
Paid
Sprout Social – http://sproutsocial.com
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25. Things to measure
Metrics
Fans, likes, followers
Impressions & Reach
Engagement
Amplification (Reshares, Retweets)
Actions (click thrus)
Conversation (responses)
Share of conversation (mentions compared to total
conversation)
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26. Things to measure
What to do with the results
Diagnose: Adjust communications, get better
Prioritize: Build into planning, make decisions
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27. Create SMART Goals
Use the SMART acronym to help set up
KPIs (key performance indicators); these are
what you measure to see if you achieved what you
intended to achieve.
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28. Create SMART Goals
Specific
Measurable
Attainable
Results-Oriented
Time-bound
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