BREANNA WESTONDIGITAL NATIVES: TECHNOLOGY COACHBREANNA@DITIALNATIVESCOACH.COM

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Social Media for the Workplace

Day 2

BEST PRACTICES

Social Media Optimization

Planning

Have goals and objectives Use metricsCommit time and resourcesKnow your audience

Content is King

Fresh, unique, authentic – how?How much content? Don’t spamContent calendarFollow etiquette rules for the toolShareable and linkability

Content Ideas

Exclusive discounts & promotions Product tutorials & demonstrations Customer and employee interviews Behind-the-scenes look Industry news Responses to customer questions Questions & polls for market research Reviews Lists Discussion of industry event, news, trend, etc. Personal insight or opinion Thank yous Guest blog posts

Participation and Feedback

Allow commentsListenIt is about the conversation not salesAcknowledge and respond to feedback,

especially negative feedback. Apologize even if it is not your fault.

Why do people “like” businesses?

http://socialmediachimps.com/wp-content/uploads/2012/03/why-people-follow-brands-social-media-infographic.jpg

http://www.dr4ward.com/.a/6a00e54fd9f05988330163036219b1970d-pi

Negative Feedback

Ignore ItRespond to ItBury It

Written Rules of Social Media Marketing

Copyright, Fair Use and Creative CommonsTrademarksLibelLaws Governing Reviews and EndorsementsSite PoliciesGuidelines for Employees’ Social Media

Participation IBM American Red Cross

Unwritten Rules

Don’t overpromoteDon’t spamPly niceAcknowledge Other PeopleBe personableBe honest

Social Media Analytics

Why?

Have you achieved your SMART objectives?End of the year reports?What works?How can we use this for the future?

Social Media Analytics

Level 1: ReachLevel 2: EngagementLevel 3: AdvocacyLevel 4: ROIhttp://www.openforum.com/articles/does-your-business-understand-social-media-analytics

90/9/1 Rule http://en.wikipedia.org/wiki/1%25_rule_%28Internet_culture%29

Analytics Provided by Tools

Facebook Insights/search public postsYoutube Video ManagerTwitter Search

Free Third Party Tools

Google Alerts Simply MeasuredSEOmozGoogle AnalyticsAddictomatic Klout

Account Management Tools

HootSuiteTweetDeck

Return On Investment (ROI)

A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio. 

The return on investment formula:

(Gain from Investment – Cost of Investment)/(Cost of Investment)

In the above formula "gains from investment", refers to the proceeds obtained from selling the investment of interest.  Return on investment is a very popular metric because of its versatility and simplicity. That is, if an investment does not have a positive ROI, or if there are other opportunities with a higher ROI, then the investment should be not be undertaken.

http://www.investopedia.com/terms/r/returnoninvestment.asp/#axzz20HsjN7nC

ROI Example

Facebook marketing campaign to sell your books. You post a coupon for $1 off of your $11 book. Your employee spends 10 hours on this campaign for a total cost $200. You sell 50 books for a total of $500.

(500-200)/200= 1.5 = 150%

Qualitative

ToneThemes

Twittermood

Search Engine Optimization

SEO

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results.

For blogs and websites

Google’s Search Engine Optimization Starter Guide

Create unique and accurate page titlesMake use of the description “meta” tagImprove the structure of your URLsMake your site easier to navigateOffer quality content and servicesWrite better anchor textNotify Google of mobile sitesPromote your website in the right waysMake use of free webmaster tools

SEO

Search Engine Reputation ManagementKeyword Research

AdWordsCreate ContentUsing KeywordsSEO PenalizationsBuild Relationships