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Social media toolkit - Guide to how small and medium businesses can make the most of social media


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Dell's Small and Medium Business team has produced this guide for any small or medium …

Dell's Small and Medium Business team has produced this guide for any small or medium
businesses who are looking to embrace or further develop their use of social media.

Published in: Technology, Business

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  • 1. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Social Media Toolkit 01
  • 2. About this guideDell’s Social Media team has produced this guide for any small or mediumbusinesses who are looking to embrace or further develop their use ofsocial media.What is it? Who is it for?This guide looks at social media through This guide is designed to provide you withthe lens of small and medium business, a good basic knowledge of the socialwith the core principles of online sharing media landscape, an understanding of howand collaboration. It’s designed to be a businesses and consumers are using socialpractical resource for not only using social media, and best practices and professionally, but also personallyin the context of how your employees It will help:can represent your company. • People who are new to social mediaIn creating this guide, we’ve drawn on engagementexperiences and insights from the DellSmall and Medium Business team and • Users who are already engaged with othermany of our friends and followers online. people via social media and who want toWe hope you find it a useful resource take their participation to the next leveland see your business grow through yourefforts in social media. • Business owners who are looking for some no-nonsense tips and best practices Social Media Toolkit 02
  • 3. Objectives of the guide1. Support small and medium business owners and entrepreneurs with a simple guide on the fundamentals of social media. How we communicate has fundamentally changed. The informality of social communication has brought about a new playing field with five key principles: 1. Channels have fragmented. 4. Content creation and It’s not just the traditional media anymore. distribution have been democratized. And the word “media” doesn’t mean the Today, anyone has the tools to voice an same as it did. It’s no longer just about opinion, ask a question or criticize your newspapers, TV and radio, but also the brand anywhere at any time 24/7 if he Internet, mobile and interactive. or she has a connection to the Internet. And consider, in 2011, the first students 2. The customer is in control. to grow up with the Internet graduated In reality, when we’re talking about from university. messages and communication, no one’s really in control. But if we consider control as meaning who can influence the opinion 5. Sources of trust have of others through word-of-mouth and make shifted. Authority figures it happen online faster than you can say are less trusted. Today, people look “customer,” then the customer is in control. more to their peers, friends, colleagues and subject matter experts for news, information and knowledge. So a major 3. Social media has arrived. challenge for companies is how to be It started among the early adopters with part of such informal networks of trust Social Media Toolkit blogs in the early part of this century. and influence, where word-of-mouth is Then came podcasts, YouTube and the the unwritten rule. social networks that are ubiquitous today. 03
  • 4. Objectives of the guide2. Offer general guidance on how to engage responsibly and effectively for both professional and personal purposes. Getting started with social media doesn’t mean you have to create a Facebook business page or open a Twitter account. On the contrary, your first step isn’t talking, it’s listening. When you listen carefully, you’ll know your You will be able to focus on your customer’s online world. That information planning by asking yourself some will help you focus on insights, which can specific questions, such as: inform your planning. That will help you identify who drives share of conversation. • What do you want to achieve? In other words, who you should pay attention to. • Who do you want to reach? In addition to texts and rich content, this • How do you want to do it? guide contains worksheets and checklists that will help you develop effective plans • What social media tools will you use? to help you make your business case for using social media, developing a clear and • How does social media integrate Social Media Toolkit measurable objective and showing how with your overall communication plan your use of social media will help you in the long term? achieve that business objective. 04
  • 5. Why use it?Social media is a collective term that describes a means of communicatingand engaging with people. It’s something many people see as evolutionary,if not revolutionary, in helping people connect with each other in genuine,authentic and informal ways. This guide will help you engage and interact more effectively online, by showing you how to: • Leverage best social media practices • Learn from the experiences of businesses that have leveraged social media • Link online engagement to measurable objectives specific to your goalsHowever you see it, social media usage is increasing rapidly and dramatically in all levels ofsociety and in more countries around the world. It isn’t merely the domain of geeks and theyoung. Increasingly, businesses of all shapes and sizes are embracing it.Now, online sites like Facebook, Twitter, YouTube and many others attract hundreds ofmillions of people every day, who share their lives and experiences. More businesses aredeveloping homes in those places too. Social Media ToolkitWhat’s important isn’t so much the tools and the channels: It’s about people and new,simpler and more effective means of connecting with other people. 05
  • 6. How do you use it?Because this guide is presented in a modular format with easy-to-findsections that address the topics in an easy-to-understand manner, youwill be able to adopt and adapt these practices, strategies and tactics in amanner consistent with your personal interests, objectives, planning andbusiness needs. Social Media Toolkit 06
  • 7. Ch.1 Building strong social media foundations for business success Why social media matters for business success Ch1-03 Creating employee guidelines Ch1-08 Tips for employees Ch1-10 Dealing with a crisis Ch1-11Please note the following about your use of the Social Media Toolkit.This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  • 8. Building strong socialmedia foundations forbusiness successIf you are trying to put some structure around social media as well asmitigate risks for your business and employees, then setting out somesimple social media guidelines is a good place to start. In this chapter, werun through some of the basics of why social media increasingly mattersto small-and midsized businesses and highlight best practices for usingsocial media guidelines as a foundation for success.How effective is social media?* Fall 2012 Spring 2011 47% 82% 47% Twitter Facebook LinkedIn 60% 86% 55% Soci al Media Toolkit*eWeek, “Social Media Marketing Grows Among Small Businesses,” Nov. 16, 2011 Ch1-02
  • 9. Seven reasons why social mediamatters to business success1. Social media can help foster a genuine connection between a company and its customers. Usage is increasing rapidly and dramatically; businesses of all shapes and sizes are embracing it. Why? Because they see measurable benefits from directly connecting with other businesspeople in ways that are more natural and authentic than the traditional marketing-led approaches of the past. 2. Increasing importance of word-of- mouth on purchasing behavior.Much customer purchasing behavior online is research — finding outwhat others think about Brand X, reading product reviews, askingquestions on social networks… all the activities that involve activeword-of-mouth engagement with other people online.By the time a customer takes the concluding step and actually makesa purchase, decisions and expectations about that brand have alreadybeen made, shaped and influenced by the consumer’s peer networkand online community. 3. By 2014, 20% of all business users will rely on social media rather than email for personal communication.1 Social media has begun to threaten the effectiveness of the inbox. Soci al Media Toolkit Faster, more up-to-date, easier to interact with and share (with any connected device wherever you happen to be), this up-to-the-minute communication poses a serious threat to email’s relevance as a personal communication method. 1 Gartner, “Top Predictions for IT Organizations and Users, 2011 and Beyond,” Nov. 2010 Ch1-03
  • 10. Seven reasons why social mediamatters to business success4. A fifth of journalists access Twitter at least once a day as part of their story sourcing.2 The microblogging service has found an important place in the reporter’s toolbox as an effective way to research stories. If something just happened that is newsworthy, someone is probably talking about it on Twitter. For reporters, it’s foolish not to monitor it. 5. Build relationships with online influencers.They can generate positive word-of-mouth among online communitiesabout your brand or a new product or service. They can also sharethought leadership to demonstrate that your company is innovative,helping to put an attractive name and face on your business.6. Manage issues and crisis situations by responding quickly. The 24-hour news cycle is a reality around the world, with commentary, opinion and discussion online rapidly affecting the spread of news. This means that talk about you and your business can happen at any moment, anywhere in the world. You need to be paying attention 24/7, not just 9 to 5. Social media can work well for you in this regard by acting as an early-warning alert system, giving you minutes or hours in advance to be prepared. 7. Influence mainstream media coverage. Soci al Media ToolkitSocial media extends and expands the news cycle, giving you ahighly effective, rapid and low-cost means of getting your perspectiveand views out in the mainstream in ways that get attention and caninfluence opinion.2 Cision, “European survey highlights journalists’ increasing dependency on social media,” Sept. 2010 Ch1-04
  • 11. Let’s be clear aboutsocial mediaWith all the talk you hear about Facebook, Twitter, YouTube, LinkedIn andother online social meeting places, it wouldn’t be too difficult to think thatsocial media is all about Facebook, Twitter and the others. Yet it’s not.What’s important isn’t the tools and the channels. It’s the people and new,simpler and more effective means of connecting with other people.Click to watch the video: Social Media Revolution 2011. Based on the book Socialnomics: How Social Soci al Media Toolkit Media Transforms the Way We Live and Do Business by Erik Qualman. Ch1-05
  • 12. We define “social media”like this:The term “social media” can mean different things to different people. Wewant to be sure we’re all clear as to what the term means in our context.Social media is any tool or service that The Conversation Prism is a living, breathingfacilitates conversations over the Internet. representation of social media that evolves asSocial media applies not only to traditional services and conversation channels emerge,big names such as Facebook, Twitter and fuse and dissipate.Renren, but also to other platforms youmay use that include user conversations, Creator Brian Solis explains,which you may not think of as social “We view conversationsmedia. Platforms such as YouTube, Flickr, across the networks throughblogs and wikis are all part of social media. the prism of our social dashboard. Each shade ofSocial media is a collective term that color represents an entirelydescribes a means of communicating unique reflection of light,and engaging with people. It’s something meaning separating contextmany people see as evolutionary, if not and intention by network.”revolutionary, in helping people connectwith each other in ways that are genuine,authentic and informal.Social media usage is increasing rapidlyand dramatically at all levels of societyand in more countries around the world.It isn’t merely the domain of geeks andthe young. Increasingly, businesses of all Soci al Media Toolkitshapes and sizes are embracing it. The Conversation Prism 3.0 by Brian Solis and JESS3. Used with permission under Creative Commons license. Ch1-06
  • 13. So why should we careabout social media?We care about social media because it’s changing how marketing andcommunication work. It’s an affordable way to get results, it’s rapidlygrowing, and customers turn to you and their peers for answers. Social media enables us to engage in dialogue, provide and exchange information, and build understanding. Soci al Media Toolkit At Dell, we believe that social media, when used properly, can be an effective business tool. We’re leveraging and experimenting with social media to build relationships and better connect with consumers and key influencers. But there are responsibilities to consider and practices we all must follow, as we’ll explain. Ch1-07
  • 14. Why agree on socialmedia guidelines?We’ve all seen social media clangers, where a company’s or individual’sreputation has been damaged by injudicious use of social media. Lack ofawareness of privacy settings has also led to oversharing of information.In the most visible cases, individuals have been fired, arrested, sued orburgled, and businesses have lost brand value, customers and revenue.This is why guidelines are so critical for any company or employeelooking to engage in social media.Best practices ExamplesAs a business owner or employee, you engage in Chris Boudreaux has collectedconversations about your business every day. Joining social media guidelines fromthe conversation online really isn’t all that different. over 100 organizations.Much of what you do with social media—for businessas well as for personal use—and how you use itcomes down to common sense. You’ll know, forinstance, that the kinds of things you would nevershare with someone outside your company via emailor phone, you also wouldn’t share via social mediachannels like Twitter or Facebook.In the online world, there are additional considerationsto be aware of, to enable and protect your employees Soci al Media Toolkitwhen engaging online. We’ll take a look at a fewexample social media guidelines used today byleading businesses. If you have not already createda company social media policy, these will be usefulguidelines for what to consider. Ch1-08
  • 15. Why agree on socialmedia guidelines?Dell social media principles 1. Protect informationFor example, Dell has five Social Media Principles 2. Be transparent and disclosethat guide our employees when they’re engagingin any type of online conversation. We think 3. Follow the law, follow thethese principles are equally useful in the wider Code of ConductDell community, enabling everyone to be clear 4. Be responsibleon what the rules are as well as providing you 5. Be nice, have fun and connectwith some practical advice to help you beconfident and effective in your online activities.Guidelines don’t have to be boring 4 minutes and 20 seconds well spent. This example from the Department of Justice (Victoria, Australia) Soci al Media Toolkit explaining the key elements of its social media policy shows just how effective video guidelines can be. Ch1-09
  • 16. Ten social media tipsfor employeesTips we’ve learned from engaging with our customers online Be transparent If you are commenting on someone’s Apply your common sense Facebook wall, tweeting to them on Always pause and think before Twitter, or writing a blog post, use your commenting or sharing an opinion. If real name. Identify your employer if a in doubt, don’t do it — stop and seek post involves your company. advice from your manager or another. Be human first SPAM If you are engaging in a forum and posting Be respectful information about your company, don’t When disagreeing with others’ opinions, use the forum to sell your products and keep it appropriate and polite. services unless you are certain it will be useful and appropriate. Don’t speak out of turn Get to know the community Always listen first before diving in. Don’t assume the role of spokesperson — Consider how you are contributing to unless you are an official one for the community and adding value to a your company. conversation. Brand yourself well Respect confidential content Select a profile picture and screen name Be smart about protecting yourself and (or handle) that best represents who your privacy — be selective in disclosing you are and topics others may want to your personal details. connect with you on. Stay focused Soci al Media Toolkit Copyright applies Have a business objective when Never use images, text or any other engaging in social media and identify content you’ve found on the Web what success will look like. Make sure unless you have permission or the site your objective is one that will both makes it clear that you may use such benefit your company and the content and under what conditions. communities you engage with. Ch1-10
  • 17. Tips for dealing with a crisisIncreasingly, social media is where people go for information in timesof crisis. From a crisis management point of view, it’s easy to updatethat information. Social media means you can speak naturally withother people, in a so-called “human voice.” Two-way communicationis transparent and credible. And importantly, keeping a record ofconversations is easy to do with social media.Crises can take many forms. And sometimes, what appears to be a crisis turns out to be anissue that requires management. Conversely, an issue can rapidly develop into a genuine crisis,especially in this interconnected age of 24/7 online. Soci al Media Toolkit Ch1-11
  • 18. Tips for dealing with a crisis1. Acknowledge 2. Do not respond 3. Humor—or at 4. Removingthat there is an to negative least a human negative commentsissue, and agree to comments in a voice—can often is pointless –look into it. way that is snide, defuse or side- they will appear nasty, demeaning track issues. elsewhere. or snarky because you cannot win.5. Make the 6. Let people have 7. Respond with 8. Don’t assumecompany’s official their say no matter alacrity to customer the mainstreamposition clear in how negative. complaints online. media are the onlyall online places influencers.where conversationis happening. Donot bury it on thecompany website.9. Recognize that 10. Realize that 11. Always have 12. Don’t launchenthusiasts—brand “Internet time” staff on hand to a campaign rightevangelists—are means, literally, be prepared to before a weekendyour powerful allies: hours and respond during a or public holidayit’s not difficult for minutes, not days, weekend. unless you’rethem to become let alone weeks. prepared topowerful critics. respond.13. The participants 14. Don’t dismiss 15. Engage Soci al Media Toolkithave the power, so blogs and other rapidly with yourparticipate. social media as community. “unimportant.” Ch1-12
  • 19. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Soci al Media Toolkit Ch2-01
  • 20. Ch.2 Planning your social media strategy Know your audience Ch2-05 Make your business case Ch2-06 A framework for developing a social media strategy Ch2-07 To sum it up Ch2-17Please note the following about your use of the Social Media Toolkit. SMB Social Media ToolkitThis Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  • 21. Planning yoursocial media strategyPeople often think of social media in terms of tools and channels, withFacebook and Twitter being especially popular. But the truth is, socialmedia is about people and what they do with the technological toolsthey have at their disposal.Getting started with social media doesn’t in a consumer or B2B setting. Whenmean you have to create a Facebook employed effectively, it presents yourpage for your business or open a Twitter business with an affordable way toaccount. On the contrary, your first step get measurable results quickly. It’sisn’t talking; it’s listening. rapidly growing, and customers are increasingly turning to their peers forWhy should you care about social media? answers through social networks andIt’s a good question. You should care other online tools and channels. Thesebecause social media is changing how channels are precisely the places wheremarketing and communication work and your business needs to be present. Buthow people connect with brands, whether it has to be done the right way. Soci al Media Toolkit Ch2-03
  • 22. Planning yoursocial media strategyIt’s an unmistakable trend. You only need We’ll help you answer some specificto look around you to see it happening questions that will be the key elementsright before your eyes. in your strategy planning:• ocial media highlights the increasing S • ow do I make a business case for H importance of word-of-mouth in social media? regard to consumer behavior, including • hat is the framework for developing a W recommendations and actual purchasing. social media strategy?• ocial media amplifies and accelerates S • What social media channels do I use? word-of-mouth, rapidly shaping and influencing opinion. We’ve included a worksheet that will assist you in piecing together all the elements• ocial media can help foster a genuine S you need to develop your strategy plan. connection between a company and its stakeholders. Go to the strategy worksheet online. Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social Web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us. –Michael Dell Soci al Media Toolkit Ch2-04
  • 23. Know your audience The Social Technographics Ladder, Forrester Research, 2010.“ any companies approach Social Computing as a list of technologies to be deployed as M needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes Social Computing behaviors into a ladder with seven levels of participation; we use the term “Social Technographics,” to describe analyzing a population according to its participation in these levels. Brands, websites and any other company pursuing social technologies should Soci al Media Toolkit analyze their customers’ Social Technographics first, and then create a social strategy based on this profile.”*• Charlene Li with Josh Bernoff, Remy Florentino, and Sarah Glass, “Social Technographics,” * Forrester Research, April 2007• Presentation on SlideShare Ch2-05
  • 24. Make your business caseIn thinking about how you want to usesocial media, whether launching a blogto demonstrate your thought leadershipor creating a Facebook page or a Twitterhandle to engage with customers, thereare two essential elements to consider:• ake your business case to your M stakeholders to get their support. Discuss your ideas with them.• evelop a strategy plan to get started (i.e., D resources, content, budget, processes, timing, etc.)It will help you focus if you ask yourself Your gettingsome specific questions such as: started checklist:• What do you want to achieve? Y ou must have a clear• Who do you want to reach? objective.• How do you want to do it?• What social media tools will you use? Your objective should be measurable.• ow will social media integrate with your H overall communications in the long term? Your use of social media should help you achieveOnce you’ve got the support you need, your objective. Soci al Media Toolkityou’re ready to develop your strategy andget started. Ch2-06
  • 25. A framework for developinga social media strategySocial media is strategic when it is planned as a means of addressingcore business issues, and its impact on the business can be measured.In your approach to developing a social media plan for your small-tomedium-sized business, there are five key elements to focus on: 1. Outline your objectives 5. Test and refine 2. Listening audit Soci al Media Toolkit 4. Plan your approach 3. Available resources Ch2-07
  • 26. Step 1Outline your objectivesWhat is the core business issue you want to address? Consider theprimary and secondary objectives you aim to achieve with social media.How will you measure success? Set two or three SMART goals where SMART =specific, measurable, achievable, realistic, timed. Product Development Sales Marketing • Feedback loop • Collaboration • Demand forecast • Early warning • Thought leadership • Lead generation • ew product ideation N • Blogs • essage reach M Online Presence Customer Service Communication • Ratings and reviews • Listening • Rich media • Communities • Support widgets • Brand reputation • ustomer stories C • Outreach • nfluence I • Resolution • eputation R Soci al Media Toolkit Ch2-08
  • 27. Step 2Conduct a listening auditAbove all else, listening is paramount. It’s what you do before you start orconduct any engagement activity online, from leaving simple commentson a blog or posting your comments on Twitter, to performing a deeperrelationship-building exercise with a prominent influencer.Listen to what your customers have to say, understand where they are as well as whatcommunication they’d welcome from your company. Learn from them constantly. One ofthe best things about social media is that it enables you to connect and understand whatyour customers need or would find useful. If you don’t yet know with some precision whatyour customers are saying about you, where and with whom, then you need to find thatout via a listening audit.Listening is a monitoring approach that tells you:• ho is driving share of voice for your brand(s). W• hat the top issues are that matter to your customers. W• here your customers live online. W• here conversations that matter are occurring. W• ow news is shared and by whom. H• ow you can add value for your customers. H• hen you should engage the community. W Soci al Media Toolkit• hy customers are passionate about certain topics. W Ch2-09
  • 28. Step 2Conduct a listening auditThere are many tools and services you can choose from that will helpyou conduct a listening audit and interpret the resulting data. Some arepaid for; many are free. Which you use depends on a number of factorsstarting with how comprehensive you want to make your auditing.You have these choices:Paid for: Depth analysis across the social media universe, taking in all keyword-matchingconversations discovered on all social media platforms, from forums to video sharing topopular social networks. Dell has been listening for six years and has built expertise in howto decipher insights from the huge amount of data available. This includes how to best usethe tools, where to listen, who to listen to and much more. Dell can monitor conversationsrelevant to your company’s industry and competitors, provide business intelligence, improvesocial media outreach and give you the detailed insight reports behind the data. If you areinterested in leveraging Dell’s listening capabilities, contact “Snapshot views” across specific social media platforms that require manual setupof keywords, specifying what to search and where. Typically used on the fly as the needarises; more for temperature-testing goals than to conduct in-depth analysis or see detailedreporting. No contracts, no commitments. Just use the services you need as you requirethem. Most require significant time commitments, especially to set up your audit keywordson each service you use and then to monitor the results. Products include Google Alerts,Google Blog Search, Social Mention, TweetLevel and Technorati. Soci al Media Toolkit $$$ FREE Ch2-10
  • 29. Step 2Conduct a listening auditAudit frameworkQuestions to ask in your planning:Where are people talking Who are the influencers What is your share ofabout your brand and your related to topics that conversation comparedindustry online? List the matter to you? List the to your competitors?top five opportunities. top five opportunities.What are the top keywords What content do your Who is defining yourfor your company? How do customers care about brand, pro or con?they stack up against what most? List the top fiveyou see your customers topics customers areand others searching for? looking for from your company. Soci al Media Toolkit Go to the listening audit worksheet. Ch2-11
  • 30. Step 3Define your available resourcesEach social media channel has its pros and cons. You must consider thebenefits of each one as part of an integrated approach to connecting withand influencing people where social media tools and channels are usedin tandem with more traditional marketing and communication activities.Knowing which channel is likely to be most effective for what you want to achieve is anessential step in your strategy planning. Let’s look at eight areas online that have developedpowerful reputations as places where influencers gather or pay attention and where we findinfluential opinions. Some descriptions may not mean much to you yet, but the specifictools and channels will.Wikis Relevance: • ikipedia is the public wiki with the greatest awareness. There’s a Wikipedia W entry for almost anything you can imagine, which means it could be the first information people find about any topic they are seeking information about. • s a tool, a wiki enables communities to write documents collaboratively, A making it easy to create, edit and share content and increase opportunities for knowledge sharing. Trend: • rowing appeal within organizations for collaborative working tools that are G easy to use and support (browser-based) from anywhere (the cloud).TwitterRelevance: Soci al Media Toolkit• great opportunity to build a network of influencers who want to A share your news in real time.Trend:• n effective way to alert and connect with influencers, help propel A news cycles. Ch2-12
  • 31. Step 3Define your available resourcesBlogs Relevance: • tating an opinion, demonstrating thought leadership, providing a stimulus S for discussion, getting your voice into the conversation. • Building a community, opportunities for citation — being referenced by and linked to by other people. Trend: • With over 200 million blogs globally, a trend in business is for multiple blogs in multiple languages.Social networksRelevance:• any people’s days often start and end with Facebook, LinkedIn, Google+, M XING, Viadeo and others, depending on where they live and their specific personal and business interests.• f a social network is where our community of interest spends time and I shares opinions, that’s where we want to be.Trend:• ncreasingly, the communities that are often the “first place” people go to online. I• inkedIn’s Groups feature is popular among business users for developing community. LYouTube Relevance: • Video learning is increasing in importance — visual information can improve understanding of spoken words as much as sixfold. Soci al Media Toolkit • YouTube is the world’s second largest search engine — opportunities for your content to be discovered, cited, shared. Trend: • onsumption habits are starting to favor video over the printed word. C Ch2-13
  • 32. Step 3Define your available resourcesDocument sharingRelevance:• ervices like SlideShare and Scribd are favored locations to share public S and internal presentations that become referenced and used by others.• Aids knowledge sharing and collaborative working.Trend:• ncreasing awareness and use in business; development of business channels. IImage sharing Relevance: • Image sharing services like Flickr, Photobucket and others provide opportunities to offer tagged images for other users and search engines to find easily. • Such services enable others to share your images, thus increasing exposure of your brand or product across the social Web. Trend: • Offering images with clear copyright permissions for sharing by others; tagging images in multiple languages to increase opportunities for discovery and sharing.AudioRelevance:• odcasts of all types, plus audio tracks of video segments, have P growing utility as complementary communication and community- building channels. Soci al Media ToolkitTrend:• A favorite of sales force, customers and others on the go. Download the planning worksheet. Ch2-14
  • 33. Step 4Plan your approachThe results you get from listening will enable you to identify the keyinfluencers, those whose commentary and opinions drive the attention ofothers online. This is the key aspect in planning how you will develop youraction steps for engagement — the heart of your social media strategy. Soci al Media Toolkit Ch2-15
  • 34. Step 5Test and refine Be engaged. Listen carefully. Find ways to join the conversation. Listening to and learning from You can start by leaving comments on the community is a great way blog posts or responding to questions for us to better understand what in a forum or message board. is important to our customers and partners. Follow the What’s your POV? conversation. There are lots of Be relevant. Share information and tools to help you do that. perspectives that are valuable to the online community. If you focus only Get involved. on your own agenda, you will fail. Listen, post responses and engage in two-way conversations if you The power of your peers. have something to contribute. Expose brand evangelists within your Otherwise, just keep on listening. own company. Your employees are likely some of your biggest fans. Stay on topic. Encourage them to participate in Don’t get caught up in tit-for-tat online conversations, and make dialogue. Respect the broader sure your company policies allow conversation and ensure your them to do so. comments stay on topic. Get feedback. Add value. Give due attention to posts. Offer If you have new information to share thoughts or ideas when appropriate; with an influential blogger, you can invite others to respond as well. email him or her directly. You may even offer bloggers the chance to Treat people the way you review your company’s product would want to be treated. Soci al Media Toolkit or service and write about their Be polite, mutually respectful, experience, no strings attached. and don’t engage in negative, Speak about what you know. inappropriate remarks. Being Especially if you’re asked. vulgar or abusive doesn’t work in real life or in social media. Ch2-16
  • 35. To sum it upHere’s your starting guide: 1. If you understand the shifts in behaviors we see all around us and in our workplaces, it becomes easier to understand why we must adapt how we communicate and connect with people online. 2. Understanding your audiences and what they expect of you is crucial. 3. Be clear on 4. Common- what you’re sense rules. doing and why. 5. Be clear on this point: Armed with the knowledge from a guide like this one, you can venture onto the web openly as an ambassador of your company and connect with anyone, Soci al Media Toolkit confident in the knowledge you are empowered to do this. Ch2-17
  • 36. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Soci al Media Toolkit Ch3-01
  • 37. Ch.3 Engaging with your audiences Wiggly Wigglers Ch3-04 Jagex Ch3-05 Lonely Planet Ch3-06 ebookers Ch3-07 Endeavor Ch3-09 Sew what? Ch3-10 Dell Trade Secrets Ch3-12 Worth your attention Ch3-13Please note the following about your use of the Social Media Toolkit.This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit Ch3-02Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  • 38. Engaging with your audiencesFree your imagination in terms of what can be achieved with social media.Get inspired by what others have achieved in this chapter, which includesbusiness case studies focusing on successful uses of social media andengagement of online influencers. Soci al Media Toolkit Ch3-03
  • 39. Wiggly Wigglers podcastOne of the pioneers of business podcasting (its first show was publishedin 2005), organic farming and mail-order gardening firm Wiggly Wigglerscounts the first-ever Dell Small Business Excellence Award in 2008 amongits many recognitions and awards.The Wiggly Wigglers podcast is a key elementof the company’s social media engagementwithin its community of customers and fans.Published every Monday, content typicallyembraces discussion of the environment,wildlife, gardening, farming, biodiversity andthings everyone can do to make a difference.“With thousands of listeners from all aroundthe world, and over 100 5-star reviews oniTunes, it seems that our audience enjoyslistening to the shows as much as we enjoy The podcast is created and producedmaking them,” says Wiggly Wigglers founder in-house by the Wiggly WigglersHeather Gorringe. team at the company’s office in Herefordshire, England. It’s saved inThe company’s use of social media, which universal MP3 format and playabletoday also includes a blog, Facebook and on nearly any digital device, fromTwitter, has let the firm cut its advertising computers to music players tobudget by 90 percent. Today, the firm smartphones. The podcast is also Soci al Media Toolkitcounts over 100,000 customers worldwide. available free via iTunes as well as direct from the Wiggly Wigglers website and its Facebook page. Ch3-04
  • 40. Jagex: Community developmentJagex is an independent developer and publisher of online games. It is thelargest independent games studio in the U.K. with 450 employees. It hasdeveloped over 40 titles. It’s best known for RuneScape, the world’s mostpopular free-to-play, multiplayer online role-playing game, recognized assuch by Guinness World Records the last four years in a row.Since its beginning a decade ago, RuneScape has reached more than 150 million registeredaccounts worldwide, offering over 15,000 hours of free game content and many times morein the paid members expansion. Providing a framework for online engagement with playersand fans is an important element in Jagex’s community-development plans. The companyhas embraced multiple social media tools and channels to further this goal, many ofthem managed by the community:• vibrant and lively Facebook community with more than 620,000 “likes.” A• n active and engaged Twitter feed, commenting on matters of interest to fans, issuing A frequent responses and retweets, and providing links to other content.• YouTube channel with over 100,000 subscribers and community-created videos. A• wiki with a wide range of game-related content, support advice, guides and how-tos, A tips and tricks, developed by the company and the community.• raditional multilayer forum with 65 separate channels and millions of discussion threads. TIn addition, Jagex runs a RuneScape merchandise store as well as a member loyalty program. Soci al Media Toolkit Ch3-05
  • 41. Lonely PlanetFounded in 1973, Lonely Planet is the largest travel guidebook and digitalmedia publisher in the world, now owned by BBC Worldwide. It was oneof the first series of travel books targeting backpackers and other budgettravelers. By 2010, Lonely Planet published about 500 titles in eightlanguages, as well as TV programs, a magazine, mobile phone applicationsand websites. It has about 450 employees.Clearly, community, storytelling andengagement are key elements to LonelyPlanet’s success and appeal. Its onlinecommunity, Thorn Tree, is used by over600,000 travelers for travel tips and advice.Lonely Planet’s social media portfolioincludes the Lonely Planet website, RSSfeeds, community blogs, FacebookConnect, Flickr photo sharing, a groupsplatform, the ability to rate and review sitesand restaurants, as well as a trip planner tool.While all its online activity encouragesinteraction with and among theircommunities, Twitter has proven to be Lonely Planet’s Twitter propositionits most effective platform for community is clear and clearly stated:engagement. Tweeting ( retweeting) the best in travel.Since opening the “@lonelyplanet” Twitter 1. Follow us. Soci al Media Toolkitaccount in June 2008, Lonely Planet has 2. Tag your tweets with #lpgrown a community of more than 575,000 3. We read your postsfollowers (and it follows some 464,000). 4. e re-tweet the best of them W Ch3-06
  • 42. ebookers: iPad appLondon-based is a pan-European online travel agencyspecializing in worldwide travel. It offers a wide range of travel products,including a choice of over 250 airlines, more than 100,000 hotels, holidays,car rentals and insurance. A subsidiary of Orbitz Worldwide, a leadingglobal online travel company, operates local online travelagencies across 13 countries in is a travel company that has embraced the Internet, not the other way around.It wanted to understand its user base and offer them a method of researching and sharing Soci al Media Toolkitinformation as well as a convenient way to book their next holiday or travel experience. So,they introduced the ebookers Explorer iPad app, a unique experiential app developed bydigital agency Fortune Cookie. Ch3-07
  • 43. ebookers: iPad appHere’s what the app does:• bookers Explorer pulls together socially e • he groundbreaking (and free) app T generated content from across the delivers personalized content in an Internet. The content is tailored to easily digestible travel magazine format. the destination and activity the user is • lickr photographs, YouTube videos, F looking to explore. Twitter tweets, Google blog posts and• ocially generated content is pulled S hotel information from ebookers are from sites around the Web: photos from combined, allowing users to access and Soci al Media Toolkit Flickr, videos from YouTube, blogs from share all the latest information about Google, tweets from Twitter and hotels their chosen destination. from ebookers. Ch3-08
  • 44. Endeavor: Global connectivityHailed by New York Times columnist Thomas Friedman as “the best anti-poverty program of all,” Endeavor is a nonprofit organization that supportshigh-impact entrepreneurs in emerging markets to fuel economic growth.Endeavor connects entrepreneurs to what they need most: experienced mentors, timelyconnections to “smart capital” and the inspiration to think big. With Endeavor’s help, theseentrepreneurs break down barriers, creating thousands of jobs and millions in revenue—over 156,000 jobs and over $4.5 billion in revenue in 2010. Headquartered in New York,Endeavor currently operates in 15 countries throughout Latin America, Africa, SoutheastAsia and the Middle East.Endeavor uses social media in the following ways to engage with its mentor networkand help entrepreneurs:• High-Impact Entrepreneurship blog featuring original content highlighting entrepreneurial successes worldwide, and guest content syndicated from around the Web.• YouTube channel with original video, TV interviews and community-generated content. Soci al Media Toolkit• Facebook page for community-building featuring content highlights from blog and YouTube channel, additional photos and video and information on community events.• Twitter account to build a network of influencers who want to share Endeavor’s news in real time. Ch3-09
  • 45. Sew what?Blog for thought leadership“If you can dream it, we can sew it!” is the motto of California-based SewWhat? Inc. Since its founding in 1992, Sew What? has grown to becomethe premier provider of custom-sewn theatrical drapes/curtains and fabricsfor the entertainment and special events industries.“We’ve manufactured drapes and softgoods for numerous major artists,including Maroon 5, Slipknot, Green Day,Sting, James Taylor, Dave Matthews Band,Madonna, Rod Stewart and Don Henley,”says Founder Megan Duckett. “In additionto the ’big stuff,’ we also manufacturestage curtains for elementary, middleand high schools, community theaters,churches and college auditoriums. Andthat’s not to mention providing drapes andsoft goods for special events, trade shows,fashion shows, conferences, even theoccasional inaugural ball.”Sew What? capitalizes on its leadership Katy Perry dropped intoposition in a highly specialized VH1’s Salute the Troopsmarketplace, demonstrating its thought TV show in 2010 as sheleadership via It’s All Sew Biz, a blog descended onto stage in Soci al Media Toolkitabout theatrical drapery and stage curtains a giant parachute in thefor production managers, set designers, form of the U.S. flag –custom drapery resellers and local/school/ made by Sew What?church productions. Ch3-10
  • 46. Sew what?Blog for thought leadershipHaving such a niche audience presents Sew What? with a great opportunity to showcase itsknowledge of the industry in ways that engage with that audience, offering them contentthat specifically addresses their needs. For example, recent posts discussed such topics as: Expert opinion on how lighting can affect the look of Austrian drapes. “...With a slight change in the angle of the lights, lighting color, and stage design, we can help create a unique and exciting look for any event. Some of our satisfied clients have been the Jennifer Hudson/Robin Thicke Tour, Maxwell, Foo Fighters, the Glee Live Tour, and an amFAR Benefit starring Lady Gaga, the queen of fresh and innovative style herself. Each Austrian Drape has such Case study example of using a wonderfully rich and special look to them, Cambio projection screen that you can use them for practically any material. event you can think of where you may need “This summer and fall, we worked to add a little touch of ’wow-factor’.” with Faith Bible Church of The Woodlands, Texas, on just such a project. We created a 19’ h x 32’ w Tips on getting color right. Projection Screen in Cambio!, “...Some people think just because you accompanied by three Triangle assign a Pantone color in Photoshop it will Shapes, 18’x 18’, also in Cambio!. automatically print that Pantone color on The pieces worked great for the press. Actually, if you want to give your logo church, and we were so pleased the best chance of printing correctly, get Soci al Media Toolkit to be mentioned in the church’s a conversion book, look up your desired blog. Want to see a Cambio! Pantone color and dial it in by the numbers Projection Screen in action? based on what [the] Pantone conversion Check out their blog.” book tells you.” Ch3-11
  • 47. Dell #tradesecrets:Influencer outreachTo support the introduction in 2011 of a new business laptop computer,the VostroTM V130, Dell launched “Trade Secrets,” a marketing campaignhosted on the Dell SMB Facebook page and under the Twitter hashtag#tradesecrets.The campaign included a significant element of influencer outreach where bloggers andothers formed part of the conversation through using the computer and talking online abouttheir experiences with the Vostro V130 via tweets, Facebook posts, blog posts, video andother channels. I n this interview with the For Immediate Release podcast, co-host Neville Hobson talks with Laura Thomas at Dell about the campaign, its objectives, outcomes, expectations and more. • isten to the interview L Soci al Media ToolkitThe 2011 “Trade Secrets” campaign won the “Business • ee the Trade Secrets: Sto Consumer North America: Listening” Groundswell First Impressions 2011Award from Forrester Consulting. The campaign is presentation deckevolving and continues into 2012. Ch3-12
  • 48. Worth your attentionThere are many other examples of imaginative uses of social media bysmall and medium businesses. We’ve added this collection of pointers thatwe think are worth looking at to see what they do and how they do it.Cakelove Good Energy Lighting the LED Revolution“Cakes from scratch,” seven Renewable electricity supplier U.S. lighting manufacturerlocations in Washington, DC; in the U.K. Cree started a contest inMaryland; and Virginia. 2009: “If you’ve been living or • Twitter working under the oppression• Blog • Facebook of inferior lighting, we want• Twitter • ouTube Y to know. We also want to see.• Facebook Submit your photos of dismal lighting here. Each month,• iPhone app we’ll give away five Cree CR6 recessed downlights to Soci al Media Toolkit revolutionize one person’s poorly lit space.” • Blog • Twitter • Facebook • ouTube Y Ch3-13
  • 49. Worth your attentionThere are many other examples of imaginative uses of social media bysmall and medium businesses. We’ve added this collection of pointers thatwe think are worth looking at to see what they do and how they do it.Ten ways for Five small Nine small businesssmall businesses businesses using social mediato use LinkedIn Twitter right success storiesWriting on the LinkedIn blog, Here are five examples This article highlights nineentrepreneur and author of small businesses using small businesses of variousGuy Kawasaki says, “Many Twitter effectively. From sizes and industries that havesmall-business people are sales to research, word- transformed their onlineusing the site in ways you’d of-mouth marketing to presence with innovativecommonly imagine: finding localization, and everything social media marketingleads, growing their business in between, Twitter can practices. These tacticsglobally, or finding the right help you reach your target will work for just about any Soci al Media Toolkitvendors. My buddies at audience in ways you business, from solopreneurLinkedIn recently provided probably never thought of to multi-employee-me a list of ten additional before. manufacturer.ways small businesses canuse LinkedIn.” Ch3-14
  • 50. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Soci al Media Toolkit Ch4-01
  • 51. Ch.4 Social media best and next practices LinkedIn best practices Ch4-04 Twitter best practices Ch4-07 Facebook best practices Ch4-09 Google+ best practices Ch4-11 SEO best practices Ch4-12 Social media measurement best practices Ch4-14 Social media next practices Ch4-16Please note the following about your use of the Social Media Toolkit. SMB Social Media ToolkitThis Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  • 52. Social media best and nextpracticesPractical how-tos and advice on using social media tools and channelsare always helpful. You can find such advice in this toolkit. In this chapter,we offer some tips and tricks on current best practices for social mediaacross a number of channels to help you get the most from your use ofsocial media in business. On page 16, hear what some expert voices haveto say on next practices. Soci al Media Toolkit Ch4-03
  • 53. LinkedIn best practices:5 tips to engage your followersMike Grishaver, senior product manager for Company Pages at LinkedIn,shares a few tips to optimize your company status updates, a LinkedInfeature that allows companies to engage directly with its LinkedInfollowers. Take an audiovisual tour of company status updates with Soci al Media Toolkit LinkedIn in this short video. Ch4-04
  • 54. LinkedIn best practices:5 tips to engage your followersThis powerful new tool isn’t just a way for companies to recruit talent,market goods or sell stuff. Think of it as an engagement channel to buildlong-term relationships with your followers — be they potential customers,employees or advocates who can help your business succeed.Not sure how to start? Or maybe you feel a little nervous about what to say to your followerson a professional social network? Well, here are a few easy ways to start the conversation.1. How do you start a relationship? Say “hello.” Introduce yourself. Describe who you are and why you and your business are here. Get to know your audience. An IT services firm would tailor messages to it’s tech-savvy followers differently than to, say, marketing executives. Remember: Your followers are already interested in hearing what you have to say, so be succinct, authentic, genuine and relevant. 2. Mix it up. Vary your status updates.In one post, share a link to press coverage or industry news; in another,highlight a new product release or a list of hot jobs. Photos are great. Soci al Media ToolkitA YouTube video, infographic or poll? Even better. Ch4-05
  • 55. LinkedIn best practices:5 tips to engage your followers3. Think quality, not quantity. Offer news, tips and other insightful, relevant information about your industry or business. Get your followers engaged and build relationships. Don’t just sell all the time or blast them with promotional messages. $$$ Become friends first! If you build it, the business results will come. A pithy, punchy status update can go viral and expose you to a broader audience as your followers share, “like,” or comment on company- driven content with their own professional networks. 4. Be part of the conversation.Solicit feedback from your followers; find out what they want fromyour company. Ask questions, watch how they respond and interactwith users who are commenting. Answer their questions, highlightinsightful comments and show your followers that you’re listening.5. Analyze your engagement. How do you know if you’re doing well? Check the stats that appear on your posts about 24 hours after your status update goes live, and see what types of information and links create the most “likes,” comments and clicks. Use this data to understand who your followers are, refine your strategy and optimize the conversation. Soci al Media ToolkitFirst published on the LinkedIn blog. Ch4-06
  • 56. Twitter best practices:Build your following,reputation and customers’ trustTwitter for Business: Let your brand take flight with the faster, easier,simpler Twitter. Learn more.1. Share. Share photos and behind-the-scenes info about your business. Even better, give your followers a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!2. Listen. Regularly monitor the comments about your company, brand and products.3. Ask. Soci al Media Toolkit Ask your followers questions to glean valuable insights and show you are listening.4. Respond. Repond to compliments and feedback in real time. Ch4-07
  • 57. Twitter best practices:Build your following,reputation and customers’ trust5. Reward. Tweet updates about special offers, discounts and time-sensitive deals.6. Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.7. Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.8. Establish the right voice. Twitter users tend to prefer a direct, genuine and, of course, a likable tone from your business, but think about your voice as you tweet. How do you want your business to appear to the Twitter community? Useful resource: Download Twitter’s small business one-pager (PDF) for more tips and best practices including the following: • How to get started with Twitter • Ideas for great tweets • More Soci al Media Toolkit Visit Twitter for Business for a wide range of free resources, information, guides and tips to help you understand more about what Twitter can help you do for your business. Ch4-08
  • 58. Facebook best practices:5 guiding principlesFacebook allows marketers to stay connected with people throughouttheir day, whether they are on their computers or mobile devices, athome or at work, watching TV or shopping with friends. This enablesbusinesses to create rich social experiences, build lasting relationshipsand amplify the most powerful type of marketing — word-of-mouth. Soci al Media Toolkit Ch4-09
  • 59. Facebook best practices:5 guiding principlesBuild a strategy that is socialby design. Social media shouldbe baked into everything you do, not addedat the end of a campaign or done on the Nurture your relationships.side. Facebook should be integrated with Just like in the real world, buildingyour broader marketing efforts and part of relationships with people on Facebookhow you reach your business objective. takes time and requires a long-term investment. Keep content fresh and easy to consume, use ads to stay in touch, and reward people for their loyalty through deals and promotions.Create an authentic brand voice.People on Facebook are clear andopen about who they are. Be the same byproviding straightforward information aboutyour business. Facebook is an ideal place tobring your brand personality to life through Keep learning. Facebookan authentic and consistent voice. allows you to get feedback from people in real time, giving you the ability to learn on the fly. Use reporting tools to learn about your fans and the content and products they find most interesting.Make it interactive. People spendtime on Facebook communicating and sharing These tips appear in Facebook’s Bestwith others, so always engage in two-way Practice Guide: Marketing on Facebook Soci al Media Toolkitconversations. Think about the aspects of your (PDF), available for free download.brand that are inherently social and createcontent people will be excited to pass along. Ch4-10
  • 60. Google+ best practices:Promote your Google+Business pageTry these different strategies to promote your Google+ page and gain followers. 1. Spread the word. While on your 2. Post updates 3. Link your Google+ Google+ page, click “Spread the frequently and keep page with your word” on the side of the stream. your profile fresh. website. This is a great This will allow you to share your People are more way to drive traffic page in a post with people from likely to engage with to your page and it your personal Google+ profile. The a page that contains provides an excellent sharing action will come from your fresh posts and a opportunity to engage personal Google+ profile, not from complete profile. with your customers the Google+ page. For instance, Learn about sharing and fans in an intimate let’s say your friend has a page for in Google+ and how fashion. Learn how to his band. If his page spreads the to edit your page. link your page and word, the people shared to will see website. the update as coming from Raj, not from the page. 4. Link your Google+ page with your Google AdWords campaign. Connecting your page to your campaigns allows your advertising and page to share +1’s. Any +1’s on your ads will increment the count on your page and vice versa. Learn more about social extensions. 5. Link your Google+ page with your AdWords Express campaign. You can set your AdWords Express destination page to be your Google+ Soci al Media Toolkit page. Learn more.This Google+ best practice tip is one of many helpful texts published by Google to aidbusinesses in getting the most from their Google+. See more in Google+ Help. Ch4-11
  • 61. SEO best practices:6 ways to optimize your contentIf you rely heavily on search engines for page views and sales, as manybusinesses do, Google search results will drastically affect how yourcustomers find you. If your business needs to be seen and clicked, ErinEverhart, director of web and social media marketing at 352 Media Group,explains six search engine optimization (SEO) tips that will help you.1. Local SEO is taking over.If your business relies on local listings,concentrate on scoring a seat at GooglePlaces. You can do this by using:Citations: Ensure your correct businessinformation is listed in as many (reputable)sources as possible around the Internet.As always, consistency is king. If you write“Blvd.” instead of “Boulevard” on yourGoogle Places page, make sure your otherlistings reflect the same. 2. You can’t have search withoutGoogle Places page optimization: Just social your website, make sure your Places The separation of search and social mediapage is properly optimized. Include has officially ended. Social media cuescategories that match exactly, and point such as Twitter shares, Facebook “likes”your Places page back to a city-specific and social bookmarking heavily influencelanding page if applicable. search rankings. Essentially, search results Soci al Media Toolkit are personalized for each person. With anyReviews: Google will only display reviews SEO campaign you put into motion, includefrom Google, but getting reviews from a social media aspect to it to facilitateaggregators like Yelp, Superpages or Trip information sharing. Superpages or TripAdvisor will help increase your presence. Advisor will help increase your presence. Ch4-12
  • 62. SEO best practices:6 ways to optimize your content3. Think of people, not robots, when engines to read the site’s data and indexoptimizing brand keywords. accordingly. By using rich snippets, forPeople search in Google because they example, you’re able to tell Google whathave a question. Your keywords and information to feature in search enginethe content on your pages should results pages: product reviews and prices,reflect the answers to those questions. upcoming events, etc. The added data willKeyword research is tedious, but it’s increase your click-through rate becausearguably the most important aspect of users are able to preview more about theSEO. Transition away from thinking of link before they commit to the click.keywords like data, and put more of anemphasis on the person who will be 6. It doesn’t mean anything without data.typing in that keyword. Whether you’re a one-man SEO show for your company or working in an agency4. Content links are king; good writers with several clients, your site needs to seeare sorcerers. results. While ranking reports of keywordsGoogle is not stupid — it can spot paid is still a great indicator of progress,and spam links. For the most effective personalized searches make it difficult tolong-term SEO strategy, move the get the most accurate readings. Plus, whenfocus back to great content, both Google defaulted to private searches foron your website and across other users signed into their Google accounts,sites. Guest blogging is great, for the company made it harder to track howinstance, but to get a leg up on your people arrive at your site.competition, target blogs that aren’tdirect matches to your industry. Adapted from 6 Best Practices for Modern SEO, published by Mashable. See5. Check your back end: Mashable’s SEO resource center for moremicroformats and rich snippets. best practice advice. Soci al Media ToolkitThe Big Three (Google, Yahoo! andBing) have worked together to, a set of website standardsthat will tell search engines what yoursite is about, making it easier for those Ch4-13
  • 63. Social media measurement bestpractices: 5 tips for measuringsocial media campaignsRunning successful social media campaigns is not just a matter of creativityand good execution. Getting the measurement right is a key part ofa successful campaign, as David Vinjamuri, founder and president ofThirdWay Brand Trainers, explains.1. Align your goals. Traditional marketing initiatives can have vastly different goals. So, too, with social media. Are you trying to reach your brand evangelists or consumers who are not aware of your brand? Are you looking to develop prospects or increase awareness of a new product launch? Do you want loyal customers to engage more deeply with your brand or 2. Talk to PR. purchase more often? These are Your next step should be a check-in with your all different goals and will require PR or corporate communications counterpart. different measurements. Are you Social media works more like PR than traditional looking for brand awareness, advertising. A PR expert can help you understand Soci al Media Toolkit lead generation, prospects, sales, the portfolio nature of social media (placing lots increased customer loyalty, new of little bets so one can pay off). In addition, there product awareness or evangelist may be a system in place for measuring earned engagement? Different goals media that already has senior management buy-in. require different measures. Ch4-14
  • 64. Social media measurement bestpractices: 5 tips for measuringsocial media campaigns3. Know what you can measure. As a marketing leader, you’ll probably never look at a Facebook Insights dashboard. If you understand the types of measurements each social media platform can provide, however, you’ll be better equipped to discuss measurement with your agency. Some (but not all) of the information you can get from four common platforms is as follows:• Facebook: “likes,” impressions, demographics, sign-ups, links clicked, purchases• Twitter: followers, retweets, links clicked• YouTube: plays, pauses, mutes, hot spots, stops, view time, full screens• Foursquare: check-ins by time, top users, gender breakdown, broadcasts to Twitter and Facebook4. Create a feedback loop. 5. Negotiate. With traditional promotions, we often Negotiate a set of measures that is wait until after a program ends to analyze both objective and reasonable now. it and learn from our mistakes. Social Push your agency to find comparable media requires us to make frequent programs for which some measurements adjustments and measure the effect of are known. If you’re making a big bet, each change. Many brands are not set up it is fair to have higher expectations. If to do this. Make sure you have a process you’re just putting a toe in the water, that requires the agency to monitor the understand you may need to do a lot of performance of your campaigns on a experimenting before you find success. Soci al Media Toolkit daily or hourly basis and empowers them to make adjustments. Make sure both your approval process and your crisis Adapted from What’s it Really Worth to management plan are nimble enough to You? 5 Tips for Measuring Social Media respond quickly. Campaigns, published in Ch4-15
  • 65. Social media next practicesIf a “best practice” is focused on what has developed and evolved inrecent years to bring us to the state of how we do things today, then “nextpractice” is all about what’s coming during 2012 and over the next fewyears. Listen for actionable insights in the words of these opinion leadersas they talk about the evolution of best practices.Brian Solis Brian Solis is principal at Altimeter Group, a research-based advisory firm. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging media on business, marketing, publishing, and culture. His book, Engage, is regarded as the industry reference guide for businesses to build and “ hat do you think is W measure success on the social Web. His the most important latest book is The End of Business As Usual. thing small and midsize He blogs at You can businesses should do in also follow him on Twitter @briansolis, 2012 in order to make the Facebook or Google+. most of social media to support their objectives? Soci al Media Toolkit Will this be the same thing 2–3 years out?” Play audio from Brian Solis. Ch4-16
  • 66. Social media next practicesPhilip Sheldrake Philip Sheldrake is a chartered engineer, founding partner of Meanwhile, founding partner of Influence Crowd, main board director of Intellect and board director of 6UK. His expertise spans business strategy, IT and Web strategy, engineering and technology consultancy, public relations and social Web analytics. He wrote The “ hat do you see as the W Business of Influence – Transforming role of PR in a digital age, Marketing and PR in the Digital Age (Wiley looking to 2012 and the 2011) and the digital marketing chapter of following 2–3 years?” The Marketing Century, a book celebrating Play audio from the centenary year of the Chartered Philip Sheldrake. Institute of Marketing.Jason Falls Jason Falls is an author, speaker and CEO, the latter for Social Media Explorer, which is not only an internationally recognized blog, but also a digital marketing education and information products company. He is co-author of the book No Bullshit Social Media: The All-Business, No-Hype Guide “ hat do you see as a W to Social Media Marketing. He can be major trend in social found online at Soci al Media Toolkit media marketing for the or on Twitter @JasonFalls. B2B marketer in 2012?” Play audio from Jason Falls. Ch4-17
  • 67. Social media next practicesLetha Wicker Letha Wicker has been driving B2B and B2C conversation for more than 15 years. She currently manages the Facebook page for Dell SMB. “What is best practice when using Facebook to engage with your customers?” Play audio from Letha Wicker.Katie Paine Katie Delahaye Paine is the founder of KDPaine Partners LLC, a New Hampshire- based research consultancy. She is the author of Measure What Matters, Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships and popular textbook, Measuring Public Relationships. She is also “What are the key trends in the publisher of the first blog and the first social media measurement newsletter (The Measurement Standard) Soci al Media Toolkit in 2012 and over the next dedicated entirely to measurement and few years?” accountability. Prior to launching KDPaine Play audio from Partners in 2002, Paine was the founder and Katie Paine. president of The Delahaye Group, which she sold to Medialink Worldwide, Inc., in 1999. Ch4-18
  • 68. Social Media Toolkit Guide to how small and medium businesses can make the most of social media #dellsmb Soci al Media Toolkit Ch5-01
  • 69. Ch.5 Practical advice: getting started with social networks Using Twitter Ch5-03 Using Facebook Ch5-12 Using LinkedIn for business Ch5-23 Engaging with circles on Google+ Ch5-29Please note the following about your use of the Social Media Toolkit.This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seekingeffective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing Soci al Media Toolkitthis content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,cease to be available or continue availability in a form or manner different to how this material portrays them.All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing thiscontent, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot anddoes not take responsibility for how you use the information presented here.Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or itsemployees, unless otherwise stated.For more information about the Social Media Toolkit, and for additional and updated content, please visit Ch5-02Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
  • 70. Using TwitterThis chapter focuses on the best practices for getting your businessacclimated to social media with advice on Twitter, Facebook, LinkedInand Google+.What is it? Essential readingFounded in 2006, Twitter was originally 1. How to customize yourused by early adopters as a simple and Twitter designinformal way of answering the question: Advice from Twitter on making your“What are you doing?” Today, Twitter presence on Twitter personal to a sophisticated social tool boastingover 100 million users worldwide in 2. How to create a customSeptember 2011.1 Twitter background A step-by-step guide from HubSpot on creating your own custom background. Includes a video tutorial. 3. Twitter for business Published by Twitter, this Web guide is Plan and objectives defined a foundational reference that is packed full of advice, case studies, and tips Listen and tricks on using Twitter effectively. Understand Twitter etiquette Complete account profile Brand profile Soci al Media Toolkit Your first tweet1 Infographic Labs Ch5-03
  • 71. Twitter elementsIf you’ve never seen a Twitter page before, take a look at the Dell SMB team page below.Let’s look at the major elements that form a Twitter page: 1. Profile: Bio information about the owner 2. Following: This element shows who of the account. Together with a photo or DellSMBnews is following, as well as other relevant image, this is an essential DellSMBnews’s followers. When you click element because it lets others know a on each link, you can see every Twitter little about you. It’s also important in the handle. Overall, it gives you a good sense decision-making process when deciding of the community surrounding a particular whether to follow someone or not. Twitter account. 3. Lists: Individual Twitter accounts can 4. Timeline: The conversation, collectively be added to lists of Twitter accounts that known as tweets. This is the reverse other people create and curate, usually chronological view of DellSMBnews’s built around a certain topic. This also tweets, as well as those made by others shows the lists the account subscribes referencing DellSMBnews. In this way, to. Lists give you a strong sense of the you can track and join in conversations if community and interests surrounding a you wish. particular account. Soci al Media Toolkit Ch5-04
  • 72. Twitter on mobileTwitter looks good on your smartphone as well (as these examples from an Android deviceshow), making it easy to use and interact with Twitter wherever you are.There are many things you can do with Twitter other than write 140-character posts. Forexample, Twitter is a great listening tool, enabling you to pay attention to topics and peopleof interest in this social channel. And sometimes you’ll see a tweet that you just have toshare. Twitter’s retweet feature helps you quickly share that tweet with all your followers. The message will then be marked with the retweet icon or preceded by the letters “RT.” It will also carry the original Soci al Media Toolkit tweeter’s username at the beginning of the tweet, as this example shows. RT your colleagues for added company exposure and relevancy in your tweets. Ch5-05
  • 73. Setting up your Twitter accountAlthough the process is simple, it’s worth spending a little time setting up your account toget it right from the outset. To get started, go to Add your name, email addressand a password in the “New to Twitter?” box, and click “Sign up for Twitter.” Once you’ve set up your account, you can begin building your profile in a more effective way. To give you an idea, let’s look at the settings of a sample Dell account. Upload a picture or other professional image that will be your avatar – the visual representation of you on Twitter. Add a brief bio. Include a link to a website — your LinkedIn, Facebook or Google+ profile, or an external blog you write. This link enables others to Soci al Media Toolkit verify you — an important element in building trusted relationships online. Ch5-06
  • 74. Twitter brandingDecide whether you want to change the design, colors and background image to matchyour company’s branding on the Design tab in Settings. Once you decide on your page design, you’re set. You can start tweeting and engaging with your customers. But before you do, we recommend you explore some good advice and how- to’s that you will find helpful in using Twitter effectively.Public or private?There are two types of Twitter accounts: small group of people, for instance, wherepublic, open to the online world; and private, you manually approve each request towhere your content – known as “protected follow you, and where your tweets don’ttweets” – can be seen only by those you have appear in Twitter Search results, then privategranted access. If you intend to use Twitter would be your a means of openly engaging with others Soci al Media Toolkitonline and sharing comments, opinion and The point is, you do have a choice. Forlinks, then a public account is your obvious more information, see the Twitter Help pagechoice. If you wish to engage only with a “About Public and Protected Tweets.” Ch5-07
  • 75. Twitter dos and don’tsSetting up your Twitter accountThere is no right or wrong way to use Twitter. But there is a more effective way, from abusiness perspective. If you’re using the service to build your brand and business, here arebest practice tips from Twitter to build your following, reputation and customers’ trust: 1. Share. Share photos and behind-the- 2. Listen. Regularly monitor the comments scenes info about your business. Even about your company, brand and products. better, give a glimpse of developing projects and events. 3. Ask. Ask your followers questions to glean valuable insights and show you are listening. 4. Respond. Respond to compliments 5. Reward. Tweet updates about special and feedback in real time. offers, discounts and time-sensitive deals. 6. Demonstrate wider leadership 7. Champion your stakeholders. Retweet and know-how. Reference articles and reply publicly to great tweets posted by and links about the bigger picture as your followers and customers. it relates to your business. 8. Establish the right voice. Twitter users tend to prefer a direct, genuine and, of course, a likable tone from your business, but think about your voice as you tweet. How do you want your business to appear to the Twitter community? You can find more useful tips and advice in “50 Power Twitter Tips” by social media Soci al Media Toolkit expert and author Chris Brogan. Read the article or watch the video. Ch5-08
  • 76. The vocabulary of TwitterAlthough many terms are used on Twitter, “Tweet,” “@” and “DM” are the three mostcommon. Use this concise guide of some common Twitter expressions and definitionsto help you understand what to use and when. Twitter - The name of the service, as in “I’m logging in to my Twitter account.” Tweet - A short text message of up to 140 characters that you type and post. It may just be text, but it can also contain links to content outside of Twitter (e.g., photos, blog posts) as well as links to other tweets and users. Tweeter - An individual who uses Twitter and posts tweets. Twitter handle - An informal term for a user’s Twitter account. For example, @DellSmbUK. Tweet chat - An online conversation in which a group of people all tweet about Soci al Media Toolkit a topic using a specific hashtag. By following the hashtag, you can follow and participate in (or just listen to) the conversation. Ch5-09
  • 77. The vocabulary of TwitterCommon Twitter expressions and definitions. @ - The universal “at” symbol has different meanings on Twitter: • Used to identify the name of a Twitter account (e.g., @DellSMBnews) • Used when you wish to publicly reply to a specific tweeter When @ is used in a reply, the reply will always begin with “@username” (insert the username of the person you are replying to). Anyone’s tweet that is a reply to you will show up in your @Mentions tab on your homepage. (@Replies are considered @Mentions.) # - People use the hashtag symbol (#) before relevant keywords in their tweets to categorize those tweets in a Twitter Search. Some hashtags may be promoted through paid media and will appear with the text “Promoted” under them. Clicking on a hashtag in any message shows you all other tweets in that category and displays them all in Soci al Media Toolkit a single view. For instance, searching for the hashtag #dellcap will show all tweets that include that hashtag. (See also “tweet chat” on the previous page.) Ch5-10
  • 78. The vocabulary of TwitterCommon Twitter expressions and definitions. RT - Short for “retweet,” this is how you share a tweet with your community: 1. Click the Retweet icon on any tweet on the Twitter website and the tweet is immediately retweeted. 2. If you use an external program such as TweetDeck to interact with Twitter, you can edit the retweet before it’s posted. The tweet is preceded by “RT,” and you can add any additional comment if the character count total permits. DM - Short for “direct message,” a DM is a tweet that goes privately to the tweeter named in your message. Instead of the “@” preface, though, you must start your message with the Soci al Media Toolkit letters “DM” (without the quotes). You must be following a user to DM them. Ch5-11
  • 79. Connecting on FacebookWhat is it?Although Facebook started in 2004 as an informal online networking site for U.S. collegestudents, the community today comprises people from every walk of life, 75% of whomare outside the U.S. Increasingly, businesses and brands are developing presences onFacebook as an effective means of engaging with fans and others, especially since thenetwork is often the primary place online where those fans are found.But the real power of Facebook? The trust factor. Facebook users are more likely to like andbuy the things their friends buy, listen to the music they listen to, and engage in the sameactivities they engage in. Essential reading 1. Facebook for business Plan and objectives defined Published by Facebook, this comprehensive Web-based guide will help you learn how Listen to grow your business with Facebook’s powerful marketing tools. Understand Facebook etiquette 2. Facebook 101 for business: Complete account profile your complete guide Published by, Brand profile this guide is designed to help you Soci al Media Toolkit Your first Facebook post understand what Facebook can do for your business and lead you through a step-by-step process for getting started. Ch5-12
  • 80. Superlatives aboundabout Facebook Facebook is the largest social networking site in the world. As of January 2012, it had more than 845 million active users and is projected to have 1 billion by August 2012. Facebook says half of those active If Facebook were a country, it would users log in every day. be the third largest in the world. 350 million users access Facebook through a mobile device. Those users are twice as active as other users. 170 90 30 billion Soci al Media Toolkit average number of pieces of content pieces of content friends per user. each month. shared by Facebook users each month.This chart was built with statistics from,,, internetworld.comand Erik Qualman. Ch5-13
  • 81. Superlatives aboundabout FacebookThey’re your friends, family, co-workers. At some point in your life, they meant enoughto you that you went to the trouble of finding them on Facebook or accepting their“friend requests.” You’re connected to these people, and they influence you (and viceversa) because of that connection.It is the prospect of this network – the Facebook is constantly evolving. It hasimplications of the ease with which you can expanded from the Web to mobilestay in touch with hundreds or thousands of devices through applications, mobile-people – that has captured the imagination formatted sites and location-basedand interest of businesses, evangelists, networking, allowing users to check inadvertisers and activists. at shops and restaurants and update their statuses and photos on the go.Since early 2011, users have had the abilityto make live voice calls via Facebook Chat, The reason Facebook, like all formsallowing them to chat with others from all of media, evolves is because it must.over the world. This free feature (available Every day, new entrepreneurs exploreonly in the U.S. at present) lets the user the social space looking to invent Soci al Media Toolkitadd voice to the current Facebook Chat new innovative offerings. Because ofas well as leave voice messages within the this, competition for your attention issite. In mid-2011, Facebook launched its relentless, whether the focus is personalvideo-calling services using SkypeTM as its or business, and companies are lookingtechnology partner. for an edge on the competition. Ch5-14
  • 82. Getting started with Facebook Your account To join Facebook, all you need is your name and an email address. When you join the service, use your real name, not an alias. Facebook is vigilant about identifying and removing what it regards as fake accounts. Do not create a personal profile for your business. Profiles are for people; pages are for businesses. Facebook has built significant functionality specifically for businesses, and all this functionality is only available for pages. Page vs. Groups There is a difference between a Facebook Fan Page and a Group Page: • Pages allow real organizations, businesses, celebrities and brands to communicate broadly with people who like them. • Groups provide a closed space for small groups of people to communicate about shared interests. Groups can be created by anyone.Fan pages (called “pages”) are pages you “like,” while group pages (called “groups”) are pagesyou “Join.” At Dell, we prefer to create pages because these permit more open engagementand community-building opportunities than groups do. (Groups also have size limitations thatpages don’t.) Unlike groups, anyone can “like” a page to become connected with it and getupdates posted to his/her News Feed. There is no limit to how many people can “like” a page. Soci al Media ToolkitAnyone can start a Facebook page or group. If you start a page for your business, Facebookwill verify the authenticity of the page ownership. Anyone can start a group about anything,regardless of his/her relationship to the subject matter. Ch5-15
  • 83. How to create aFacebook Fan Page1. To begin, you must already have a Facebook account. If you don’t, you can easily set oneup with your personal email account, if you have one. (Fan Pages keep your personal accountinformation private, just as they do for any other person “liking” your page). You can also setup the account with your business email account. Go to and fill out theform on the homepage to set up a new account.2. Once you’ve set up your Facebook account, go to and log in to yourprofile with your username and password.3. Go to Choose an appropriate category from the drop-down list of choices, e.g., “Computers/Technology,” “Consulting/Business Services” or “Internet/Software.”For “Name of Page,” insert the name of your business.5. Click on the “Create Page” button.6. Add initial descriptive content. Complete the information page, for instance, with adescription of your company and what your business is about. Then add your House Rules. Soci al Media Toolkit Ch5-16
  • 84. How to create aFacebook Fan Page7. Start adding community content to your Page. Here are some ideas to help you build it:• Avoid sending too many updates to your fans. Too many updates may cause your fans to“unlike” your page.• Highlight new Facebook features when and if they are added. Talk specifically about how touse new features and ask others to share their experiences with the new features.• Mention when your primary website is updated with new content, an upcoming event, etc.• Add links to connect visitors to your business website and your accounts on other socialsites (e.g., Twitter and YouTube).• “Like” other business, e.g., Dell and Dell Partner Facebook Fan Pages as well as third-partyfan pages that have topics similar to your page.• Monitor comments on your wall daily and respond to those posts that warrant it.Encourage two-way communication. Delete comments that include personal attacks,vulgarity or racial slurs, or that violate your page’s House Rules (see separate guidance text).But don’t delete comments simply because they are critical – rather, respond on the wall ormessage the individual directly with additional information.• Ask staff and co-workers to “Share” or “Post” to your Facebook page. Ensure theircomments also follow the House Rules.• Include a link to your fan page in your email signature.• Include your social media information in promotional materials. How to Create a Facebook Business Page – HubSpot’s step-by-step guide to creating and Soci al Media Toolkit managing business pages on Facebook. Ch5-17
  • 85. Elements of a successfulFacebook Fan PageConsider the Dell Social Media for Business Facebook Fan Page shown below. Thinkabout the look and feel of your fan page. Put your design team to work. Have themdesign the perfect profile picture for your page that reflects the combined personalityof your particular business and location, and your brand. Keep in mind most fans ofyour page will interact with it from their own news feeds. Your profile image shouldbe clear and identifiable in its smallest form.Not enough can be said about how much people judge your company by its onlineappearance when it comes to online engagement. The look of your Facebook presenceextends beyond the profile image. The “Share Preview” is the content people see on theirnews feeds when someone shares an article or page he/she likes with his/her friends.The text on this preview should be compelling and the image enticing. The applicationFacebook uses to generate these often pulls from the description metatag of your siteinto Facebook. You should optimize this metadata for sharing on Facebook and also addFacebook “Share” and “Like” buttons to your own website so you have a high level ofintegration and cohesion between your website and your Facebook presence. Soci al Media Toolkit Ch5-18
  • 86. Connecting on FacebookLanding pages for fans vs. How you get there can be asnon-fans important as the destinationFacebook has made it possible to customize If you have at least 100 fans, you can get athe content served to your fans versus what unique address for your fan users encounter. For instance, manybusinesses have enabled their fan pages so This means that instead of this:that when you visit for the first time, you’ll redirected to an [Action] tab that lets you name-you-chose/the-id-facebook-gave-yousign up for email updates and additional You can have this:external content. Once you become a fan the page, you’re redirected to its newsfeed so you can see the latest updates about That’s far easier for people to remember. Plus,the organization. This level of customization it adds to your community’s overall Facebookis very appealing to most Facebook users. presence and online brand identity for all yourIt can improve your rate of “likes” while community-related pages. To set up yourensuring your existing fans have the best unique address, visit possible. username/.Networking with other platformsLeverage the traffic to your website and push it to your fan page by connecting both places.On your website, share connections with all your social presences. Make it as easy as possiblefor your fans to find you online and give them the opportunity to express their enjoyment ofyour presence or simplify the process through which they learn about what you’re up to. Soci al Media Toolkit Ch5-19
  • 87. It’s all about Facebook contentDo you have a schedule set up for regularly sharing content? Do you have someone engagedin searching the Web for news and information that might be relevant to your fans? Create acalendar for content updates. This way, you’ll have something to say on a regular basis andwon’t be forgotten by your fans. A calendar also helps you track insights like click-throughrates. For instance, if you see a spike in traffic to your website, you can compare it to yourcalendar to see what content is working for you.Your content should be interesting and engaging. Look for things that are easily consumable,like videos, since you’re more likely to get “shares” out of them. If you want to take a boldapproach aimed at community-building, focus on user-generated content and leverage yourfan base for photos, videos, reviews and commentary. Soci al Media Toolkit Ch5-20
  • 88. Facebook is constantly evolvingAt the end of March 2012, a big change will take place on Facebook as all business pages willbe using the new Timeline feature that Facebook announced in 2011.Key benefits:• Brand your Page Add a unique cover photo and showcase your most important news on your Page timeline.• Highlight what matters Pin a new post to the top of your Page each week so people notice what’s important.• Manage everything in one place S ee and respond to your recent activity and private messages right from the top of your Page. For full details and tools to help you make the most of the new features for business, visit Introducing New Facebook Pages and the related Help Sections. Soci al Media Toolkit Ch5-21
  • 89. Facebook tipsThe adage “keep it simple” goes a long way. With that in mind, here are six ways for smallbusinesses to maximize their Facebook presences with minimum resources, prepared byAll Facebook: The Unofficial Facebook Resource: 1. Manage expectations. Set realistic goals 2. Learn as much as you can. Take for your approach to social media and notes based on your experiences with you won’t be disappointed. Don’t expect Facebook’s pages and other business to get thousands of fans within your first services — at the very least, write down month, but think more along the lines of questions about things you don’t a two- or three-digit number. Then if you understand so you can make a note to hit something larger than you originally look them up later. You’ll find just about anticipated, you’ll be pleasantly surprised anything you’re curious to know within and that will give you momentum. the site’s official help center. Make a habit of reading as much as you can on 3. Ask. Ask your followers questions to glean this part of the site, without overdoing it. valuable insights and show you are listening. 4. Make time. Unless you can find 5. Create a page, not a profile. Don’t open an intern willing to plan your media a second account on the social network to campaigns for free, cultivating a Facebook make a profile for your business. Not only presence doesn’t have to be a full-time does that go against Facebook’s rules, but it job or something that eats up all your also moves you away from the people who free time. Try to set aside an hour a day are already on your friend list. These are the to work on your business’s page, post first people you want to invite to become updates and communicate directly with fans of your business’s page. customers and fans. 7. Encourage check-ins. Wherever your 6. Have one-on-one conversations. business operates, it counts as a place on Send a thank-you message right after Facebook. Check in at your workplace someone clicks “like” on your page, and Soci al Media Toolkit every day you are there, even if you’re make a point of responding to messages operating out of a home office. This will and wall posts within 24 hours. Pay careful put your company’s name into people’s attention to whatever fans tell you on your news feeds every time you punch in. page, and try to respond to their needs. Ch5-22
  • 90. Using LinkedIn for businessWhat is it?LinkedIn is a business-related social networking site. Launched in 2003, it is mainly usedfor professional networking. In November 2011, LinkedIn reported it had over 135 millionregistered users in more than 200 countries.LinkedIn counts executives from all 2011 Fortune 500 companies as members, and morethan 2 million companies of all sizes have LinkedIn Company Pages. The social networkrepresents a valuable demographic for marketers, with an affluent and influential membership.LinkedIn Company PagesCompany pages are a company’s profile ofrecord on LinkedIn and a powerful way tospeak to millions of professionals throughword-of-mouth recommendations andtrusted testimonials.For LinkedIn members,company pages are a great way to researchcompanies you’re interested in. You canfollow them to stay updated, see what kind Essential readingof people work there, and even review theproducts and services you use. 1. Company pages– frequently asked questionsFor companies, Published by pages present an opportunity toreveal the human side of your company. 2. Guide to your company pageThey provide a peek at the individuals behind Download PDF how-to,your brand and highlight how members use published by LinkedIn. Soci al Media Toolkityour products. Your company page offerstools to bring your brand to life. 3. Groups–frequently asked questions Download PDF how-to, published by LinkedIn. Ch5-23
  • 91. How to set up aLinkedIn Company Page1. Log in to your account on LinkedIn, click on the “Companies” link on the menu and select “Add a Company.”2. Complete the details requested to add your company name and email address. Note the verification text you have to check to indicate your agreement (and see also LinkedIn’s more detailed “Requirements to Add or Edit Company Pages”), and then click “Continue.”3. Follow the rest of the LinkedIn wizard’s setup procedure to add a company description, Soci al Media Toolkit location information, a logo and more.4. Once you’ve completed LinkedIn’s initial steps, your company profile will be visible to the public. Ch5-24
  • 92. How to set up aLinkedIn Company PageYour company page will present information in tabbed sections: Company status updates - Engage and message your followers and potential customers. Analytics tab - Learn about your followers. Overview tab - Introduce your company to professionals. Products and services tab - Build your showcase of recommendations.A basic company page is free of charge as a benefit of your LinkedIn membership. LinkedInalso offers premium (paid-for) company pages known as Custom Company Profiles thatoffer you additional features, including adding videos, interactive polls and several Soci al Media Toolkitcustomization options for recruiting.These pages are likely to appeal to larger companies in particular. For an example, see thescreenshot of the Dell career tab on its enhanced company page above. Ch5-25
  • 93. How to set up aLinkedIn GroupLinkedIn Groups provide a place for professionals in the same industry or with similarinterests to share content and find answers. Other options include posting and viewingjobs, making business contacts, and establishing themselves as industry experts.Unlike Company Pages, anyone can create a LinkedIn Group. Think of a LinkedIn Groupas similar to Facebook Fan Pages – a key benefit of both is building community. Youcan start a new group by filling out the fields on the “Create a Group” page. You’ll be theowner and manager of any group you create, but you can also assign other members tobe managers or moderators. To create a group, the steps are simple:1. Click “Groups” in the menu at the top of your homepage. From the drop-down list, select and click “Create a Group.”2. Complete the fields on the setup page. A red asterisk means the information is required.3. As the final step, choose whether you want to create an open group or a members- only group. Soci al Media Toolkit Ch5-26
  • 94. LinkedIn tipsVenture capitalist, blogger, author and former Apple evangelist Guy Kawasaki offers 7 waysto use LinkedIn. They include:1. Acquire new customers through online recommendations and word-of-mouth. Satisfied customers are the best source of new customers. Increase your word-of-mouth referrals by asking your happy clients to write you a recommendation, which will be published on your LinkedIn profile and broadcast to their entire LinkedIn network. 2. Keep in touch with people who care most about your business.Sites like LinkedIn help keep your business alive in the minds of the peoplewho care most about your business. LinkedIn is effective for two reasons:the business intent of LinkedIn users and fewer status updates, which meansyour business stays top of mind. Tip: You can also increase the impact ofyour status updates by syncing your LinkedIn and Twitter accounts.3. Build your industry network — online and in person. Search LinkedIn’s Groups Directory to find industry associations and networks to take part in. For example, if you’re in the event planning or wedding industry, there are over 530 groups. In addition, LinkedIn also publicizes popular events in your industry by calling out local events that your connections are attending. Imagine being able to find industry events that your prospective clients are attending. 4. Keep your friends close and your competition closer. Soci al Media ToolkitOver 150,000 companies have a company profile on LinkedIn, the “publicprofile” for companies. These pages surface key stats on companies; recenthires as well as movers and shakers. Not only do company profiles give youunique insight into your competition, they also give you an opportunity tostumble upon potential hires by browsing through company pages. Ch5-27
  • 95. LinkedIn tips5. Get answers to tough business questions with a little help from your real friends. Small business owners deal with challenging questions on a slew of topics each day. LinkedIn Answers and Groups let you find answers to those vexing questions quickly by tapping into the wisdom of your network. (LinkedIn tells me there are over 200 different categories on Answers, including one dedicated just to small business and over 2,000 groups on small business-related topics.) Wondering whether your recent office purchase is tax deductible? Check out hundreds of questions on related topics here. 6. Network with peers in your industry for repeat business referrals.LinkedIn Groups is a powerful medium to find peers in your respectiveindustries to network with and find complimentary businesses to sharereferrals with. For example, mortgage brokers can find real estate agentsto partner with on relevant groups, and as most small businesses know,these partners are your best source of referrals that can turn into repeatbusiness. With over 2,000 groups dedicated to small business topics,you’re sure to find a relevant group to network.7. Convince potential customers of your expertise by sharing unique blog content. Small businesses smart enough to create unique content on their expertise (either with a blog or Twitter account) should link to it from their LinkedIn profiles. Or take it one step further by promoting featured blog content to LinkedIn members on the site (e.g., with small text ads). Soci al Media Toolkit You can specify exactly who will see your ads—executives or VPs—and include a link to your profile so they know who’s behind this content.Source: Ch5-28
  • 96. Engaging with circleson Google+What is it?Google+ (pronounced and written as Google Plus, often abbreviated as G+) is a socialnetworking and identity service launched publicly by Google in September 2011.In December 2011 – just three months after its public launch – it was reported thatGoogle+ had more than 60 million registered users.Although Google hasn’t stated so itself, Google+ is widely regarded as a direct competitorof Facebook. In the broadest sense, it is. As online social networking services, both enabletheir respective users to build and interact with other people on the services who, forexample, share interests and/or activities, and build communities.Google+ integrates its existing social networking services such as Google Profiles and thenow-discontinued Google Buzz, and introduces new services such as Circles and Hangouts.Like Facebook, LinkedIn and other online social networks, Google+ is available as a websiteand on mobile devices. Essential reading 1. Google+ your business Download PDF guide published by Google. 2. Google+ pages–connect with all the things you care about Blog post by Google Soci al Media Toolkit• For an easy-to-understand visual overview announcing Pages. of Google+, see The Google+ Start-Up Guide 2.0 by Saidur Hossain. 3. The pros cons of Google+ for small business• See also A quick look at Google+ by Google. Analysis by Mashable. Ch5-29
  • 97. Google+ for businessFor small- to medium-sized businesses, Google+ offers some compelling benefits. Threespecific elements of the service help promote your business and engage with customersand other people of interest:Google+ Circles is the foundational element of your engagement with others on Google+.Circles lets you organize people that follow you on Google+ into groups called Circles.You could have circles for friends, co-workers, customers, business partners or whateverlabel you wish. One big advantage of this segmented approach to managing your connec-tions is the control it gives you over which group can see what content of yours. For in-stance, you could share a new product feature only with current customers and news of aforthcoming event at which you’re speaking with influencers and reporters you know. Youcan choose multiple circles as well.Google+ Circles also provides you with control over what you see, rather than the contentfirehose (known as the “Stream”) that’s typical when seeing everything from everyone.Instead, you can focus on specific circles of people to see only what the people in thosecircles are talking about.You can also decide to customize your personal profile information for your circles. For ex-ample, your contact details, location and relationship information would be visible to yourfriends circle, while your employment history and education would be visible to your busi-ness partner circle.One additional business benefit of using Google+ is that Google indexes Google+ posts.They do not index private Facebook posts or Twitter hashtags. Soci al Media Toolkit Ch5-30
  • 98. Google+ for businessGoogle+ Pages: Announced in November Google+ Hangouts are a great new way2011, Google+ Pages can showcase your to conduct a live video call or conferencebusiness and get your brand in front of call online in real time with co-workers,Google+ users. business partners or friends, or anyone you care to chat with. Your webcam andGoogle+ Pages provide businesses, Google+ are all you need. You can inviteproducts, brands and organizations with a up to 10 people, including yourself, andpublic identity and presence on Google+. keep the meeting going for hours withoutPages are similar to profiles, but they do cost – the service itself is free.have some key differences, most notably,all information is public by default. You can When you enter a hangout, you’ll see thealso have multiple administrators for pages current participants, broken down(see the details of all the differences). according to who is in your circles and who isn’t.You can add pages to one of your circles.There’s a new built-in circle called Hangouts are created by one person, but“Following” that you can use to follow everyone in the hangout shares the abilitypages. The circle is used to automatically to invite others. Each hangout has a Soci al Media Toolkitfollow pages if you enable that option. specific URL. That URL can be shared as a link to invite others. However, only Google+ users are able to join. Ch5-31
  • 99. Getting started withbusiness on Google+4 Steps to successStep 1: Join Google+If you haven’t yet set up a profile in your own name, do this now. You cannot add to circles,create pages or participate in hangouts unless you have a Google+ profile.1. Go to and click the “Sign in” button to join Google+ with yourGoogle Account then follow the instructions.2. Check your Google+ Profile information, update/edit as appropriate. (If you’re already aGoogle+ user, skip Step 1.) Soci al Media Toolkit Ch5-32
  • 100. Getting started withbusiness on Google+Step 2: Create a Google+ Circle and add people1. Click the “Circles” link in the menu at the top of your Google+ screen. You can also easilycreate a circle using the Google+ mobile app.2. Select the people you want to include in your circle. You can select more than one personat a time by either clicking on more than one name tile or by highlighting multiple tiles usingyour cursor.3. Drag and drop them to the blank circle that says “Drop here” to create a new circle.4. If you don’t have anyone to add to your circles yet, try using the “Find people” tab forpeople suggestions.5. To name your circle, click “Create circle.” A pop-up box will appear for you to edit thecircle name. Circle names are visible only to you. You can put the same person into as manycircles as you like. Soci al Media Toolkit Ch5-33
  • 101. Getting started withbusiness on Google+Step 3: Create a Google+ page1. In your stream, click the link on the right side of your screen to get started.2. Pick the category of the Google+ page you want to create. Currently, you can choosefrom five categories: -Local Business or Place -Product or Brand -Company, Institution or Organization -Arts, Entertainment or Sport -Other3. Complete the concise form and click “Create.”4. Once you’ve selected your page’s category, you can start customizing its public profile:adding your profile photo and a tagline (10 words that best describe your page).5. After you have added these items and clicked on “Continue,” you will be asked to spreadthe word about your new page through your personal Google+ profile. If you’re not readyto do that yet, click “Finish” to be taken to your new page. Soci al Media Toolkit Ch5-34
  • 102. 15 Google+ tips for small- andmedium-sized businessesLearn from these tips for increasing your brand on Google+ from Inc. magazine: 1. Use your real name when 4. Post occasional 7. Don’t stop using you register. This creates coupons and specials. Facebook. There is a lot of an authentic presence on That way, you can see if cross-pollination between the service; investors can people are engaging with the social networks. When look you up by name, and your posts. Be careful you follow someone on customers want to know it’s about how often you post Facebook or they follow really you. Later on, you can specials or you may raise you, check Google+ to see create a business page that’s the ire of the Google+ if they are using that service less personal. team, who discourage and follow them there. blatant promotion. 2. Create Google+ Circles in 8. Go ahead and think big. a logical fashion. Business 5. Send private messages When Michael Dell makes partners, employees, friends, to people who look a post, feel free to post a investors. That way, as you interesting. You can just comment and see if he start using the service, you type the message, then replies. You can even send can keep people organized. remove the public circle a direct post. You can then choose only and add just one name. a select group to view a new post. 9. Don’t be afraid of 6. Check your negative attention. notifications on the 3. Engage with other Posting a counterargument, upper right side of the business professionals in an especially when it is screen. Look for the red authentic way. Read what something you feel strongly notification alert. You can they post, make comments about, can generate some see who is following you, buzz. When you do, be Soci al Media Toolkit and follow their links. When any new comments, and you follow links, comment on ready to support your whether those you follow them so that everyone knows position with facts and well- are following you back. you read the article. developed opinions. Ch5-35
  • 103. 15 Google+ tips for small- andmedium-sized businessesLearn from these tips for increasing your brand on Google+ from Inc. magazine: 10. Make sure you have entered 13. Try holding your own hangout. detailed information about Pick a topic that is related to your yourself and add some humor. business – if you run an ice-cream Theres a section in your profile for shop, try holding a hangout on the adding something unique about cost of supplies or retail trends. yourself. Include a recent photo thats bright and colorful. 11. Use the Sparks feature to track 14. Set aside Google+ time each trending topics. Just click “Sparks” day. Make comments and post new and add a search term. Track entries, but also search for people to these topics and re-post the most follow. When someone follows you, engaging stories. it’s polite to send a quick thank-you to acknowledge their interest. 12. Make use of the +1 feature 15. Stay focused on the task at that is now cropping up on many hand, which is to increase brand websites, including When awareness. It takes time. You might you see a story you like, click “+1” not see engagement levels rise in so that everyone knows you read just one day or a week, but track the story and liked it. This increases how many people comment on engagement with like-minded users. your posts over a month. Soci al Media ToolkitSource: Ch5-36