Social Media For Your Business

Content, Community andWorld Domination

Introduction

James’ Background

Random HouseMark BittmanJodi PicoultKaren SlaughterJanet Evanovich

Small BusinessMeurice Garment CareDelezhen Jewelry

Big BusinessFord, Amtrak, Colgate

Social Media Is…– a platform for making connections– authentic reflection of consumers’

values– built on the passions of users

Introduction

Social Media Is NOT– intended for advertising– impressed by glossy production– quick or easy

Introduction

Social Ecosystem

Social Ecosystem

Facebook

Lowest Common Denominator

Close to 200 Million US users

Strict privacy settings

Very low organic reach

Many active niche communities

Social Ecosystem

Twitter

Small minority of very-active

users

Most ethnically diverse network

Connections to strangers

encouraged

Don’t fear the stream

Connections more important than

hashtags

Social Ecosystem

Instagram

Highly visual network

Nearly mobile-exclusive

Business + personal content

Comparable users to Twitter

More sharing than conversation

Spontaneous, experience driven

Social Ecosystem

Pinterest

Heavily female network

Third largest site (by traffic)

Users open to strangers

Great for SEO & ecommerce

Look for relationships with big

influencers

Social Ecosystem

YouTube

Perfect forum for experts

Pay attention to tags & categories

Goal is to funnel traffic

Less crowded by businesses

Avoid the comments

Social Ecosystem

LinkedIn

Tremendous networking resource

Active discussion groups

Choose connections wisely

Surprisingly good content

platform

Consultants, professional services

thrive here

Social Ecosystem

The lesser networks…

Google+VineYelp

FoursquareSnapchat (no!)

TumblrMedium

Metrics And Reporting

Metrics And Reporting

Reach Fans Clicks Shares

Likes

Metrics And Reporting

Less-Tangible Metrics

Social Proof Modern Perception Direct Feedback Demographic Stats Email Signups

Metrics And Reporting

Measurement Considerations

social is not transactional analytics aren’t standardized — or available as a native

feature keep goals reasonable not always possible to tie social to offline actions

advertising can help squeeze maximum value from content

please don’t buy followers

Metrics And Reporting

Native Analytics

FacebookYouTubeTwitter

PinterestLinkedIn

Scheduling HootsuiteBufferSprout

Crowdbooster

Twitter TweetReachFollower Wonk

Instagram Iconosquare

Extra Credit Hashtagify.mepinterest.com/source/yoururl.com

Content Content Content

Content

Getting Started

narrow down your channels, save ones you don’t need

build out profiles— you’ll need your graphics person for images / color

palates— consistent URLs

plan your content calendars and set goals

Content

Post Anatomy

Hashtags Call To Action (CTA) Replies / Mentions Links Photos / Video

Content

Building A Content Strategy

Find your competition. Follow them before posting yourself.

Ration your updates by the rule of threes:— Content of value all on it’s own— Links, commentary, re-tweets, replies to other

accounts— Updates on your brand

You can’t post too often.

Content

Where Does Content Come From?

Insider Knowledge:

Blogs do you follow? (Feedly, Pulse, Flipboard)

What projects are you working on?

Neighborhood alliances / trade associations.

As-They-Happen:

Press mentions

Web and social alerts: Topsy, Google Alerts, Hyper

In-person events you come across: Take photos!

Mentions to accounts you’d like to befriend (keep lists!)

Saved searches in social apps

Evergreen posts:

Link your full social presence / newsletter

Blog posts you’ve written - any age

Fun facts about your organization / awards

Holidays

Occasional product / service mentions

Community Building

Community Building

Finding Your Tribe

go easy on the hashtags bleed the feed look for ongoing conversations / groups to follow being helpful is the fastest road to followers keep a consistent, natural tone / voice – no press releases!

Community Building

Engaging Your Audience

Prepare for customer service issues— Reply within four hours— Be open, honest, warm – never defensive— Negative feedback often leads to the best clients— Blocking / deleting is a last resort

Ask plenty of questions

Experiment with topics, and compare results against calendar

Influencers have a ready audience to borrow

Community Building

Blogger Outreach

Start by identifying a few key users you respect. Build your outreach pool through accounts key users

follow. Keep a detailed list of everyone you’d like to connect with. Rotate follow-up with a few minutes of your time each day. Volunteer answers, advice, always like and share. When you directly contact, be sure to mention their social

activity

Community Building

What Do Influencers Offer?

Reviews / blog coverageSocial endorsement

Ad spaceNewsletter placement

What Can You Offer?

Services / goods (solutions)

Connections $$$

Exposure

Discussion

Art: Unsplash blog: jfwhite.org @jamesfacts james@jfwhite.org