This presentation was given to small business owners who needed to set a social media strategy and learn how to manage their social media presence efficiently.

1. Navigating the
Socialmediasphere
Audience, platforms, & Management

2. Let’s start with some statistics

3. Strategy, Strategy, Strategy
1. Define your target audience and their needs
2. Clarify your goals
3. Determine which platforms you will use
4. Identify your metrics and system to track analytics
5. Identify major keywords for SEO
6. Set your content strategy
7. Wash, rinse, and repeat.

4. Define Target Audience
1. Most businesses know who their target audiences are. However,
the more you define, the more accurately you can target.
2. Who is your “ideal” customer?

5. Target Audience cont.
Buyer Persona Insights

6. Clarify your Goals for Social Media
1. Goal Examples:
1. Consumer Credibility
2. Brand Recognition
3. Convert to Sales
4. Customer Service

7. Goals for Social Media cont.

8. Which platforms?

9. Which platforms?
71% of all online adult
users have a Facebook
Page
Must have:

10. Platforms cont.
Should have:

11. Platforms cont.
In Addition:

12. Platforms cont.
No matter what:
Consistency is

13. Identify and Track Metrics
Only track metrics that measure one of your stated goals. Examples include:
• Consumption metrics: How many people viewed, downloaded, or listened to this
piece of content?
• Sharing metrics: How resonant is this piece of content, and how often is it shared with
others?
• Lead-gen metrics: How often does content consumption result in a lead?
• Sales metrics: Did we actually make any money from this content?
If the metric isn’t tied to your business goals, it’s probably a vanity metric. It doesn’t
matter how many people like your Facebook page if they don’t actually buy from you in
the end.

14. A Word About SEO
1. Know your keywords
2. In 2014, out of all of the searches on Google, how was the #1 term
used by search engine users.
Answer the question: How does my product solve my
consumer’s challenges? Use your search terms to answer
how you do it in the form of a question. Examples:
• How to select a vendor in your industry (painter, software
designer, engagement ring, etc)
• How your industry is changing (and what your company
is doing to address that change)
• How much does it cost to ______ (and how your
company is priced competitively)

15. Content is King!
A content calendar
• Increases efficiency and helps you allocate resources wisely.
• Keeps your brand message consistent.
• Allows you to track metrics and know what content is performing well,
and which performs poorly to inform ongoing strategy. Helps you
remember to promote important events or dates for your company or
industry.
• Helps you remain consistent across all of your social media channels.

16. Content Calendar

17. Content cont.
What to post?
• A mix of inspiration,
information and aspiration.

18. Content cont.
• Self-promotion is fine, but in
the right mixture. People are
on social media channels to
interact.

19. Wash.
Rinse.
Repeat.

20. Tips and Tactics
• Plan first, execute second.
• Use protocols to avoid mistakes. Ever tweet something snarky from your brand’s
Twitter handle? I have. I have two different Twitter clients on my phone for exactly
that reason. One is tied to my personal Twitter handle (@annecraft06) and one is
tied to my GTRI account.
• A social media policy for your company is a good idea, especially when there are
multiple people posting. This should include a protocol for how to handle
complaints or aggressive behavior.

21. Tips and Tactics cont.
Use dashboards when possible to post and track effectiveness.
Hootsuite

22. Tips and Tactics cont.
Hootsuite

23. Tips and Tactics cont.
Facebook Scheduler Facebook Insights

24. Tips and Tactics cont.
Sprout Social

25. Tips and Tactics cont.
Sprout Social

26. Tips and Tactics cont.
Canva

27. Tips and Tactics cont.
Canva

28. Tips and Tactics cont.
Apps
Facebook PagesTweetcaster Uber Social

29. Need Help?
Email: anne@annecraft.com
LinkedIn.com/annecraft06
Facebook: Anne Barton Craft
Twitter: annecraft06
Snapchat: annecraft06
Instagram: annecraft06
Pinterest: Anne Barton Craft
annecraft.com
517-899-9966