“Social media is more about sociology and
psychology than it is about technology.”
Know your business
Who are your customers?
What are your core values?
What are your goals?
What kind of media do your
What kind of marketing do
you currently use?
Make a plan
Taking the brand identity you form from analyzing
your core values, customers and goals, start making
Pick your toolkit – what social media platforms are
you going to use?
Facebook, Twitter, Instagram, Google+, etc. They
are just channels, what matters is what’s on them…
Create a goodie bag – a pile of stuff you can
giveaway, like gift cards, customer perks, etc. to use
Create a schedule
Using a calendar (analog or digital) brainstorm ideas
for content to fill a month. You want to post at least
five days a week.
Write one idea for each day. Content can be based
on reoccurring themes, like Motivational Monday,
Throwback Thursday, Wine Wednesday, etc.
Make sure to vary the types of content you post.
You’re like a pitcher, you want to keep them
guessing about what’s coming up next.
Some examples of a
This one was created for a local Realtor
Here’s an example template
A few good resources
Employ the use of a scheduling
service, here are a few options:
These services charge a nominal
fee, but allow you to create posts
and schedule them far in advance.
They also help you track and record
the impact your efforts are making,
so you duplicate what works and
Content is still KING
This golden rule of
communication is truer now
But the medium is the
In a media-soaked
landscape, where consumers
encounter thousands of
advertising messages each
day, how do you stand out?
Be a storyteller, not a
– Seth Godin
“Marketing is no longer about the stuff you
make, but about the stories you tell.”
The Relationship Era
Marketing and advertising has been pretty much the same
since the late 50s. Think Mad Men…
Ads espoused the merits of the product: makes teeth
whiter, cleans floors better, you get 10% more, etc.
But now demand a relationship with the companies they
support. They want to know where their product came from,
did they harm others in the process?
People vote for the companies and products they like with
their hard-earned dollars…
Like we discussed earlier, the
individual sites are just
channels through which you
can reach your audience.
What matters is the content
you create for those
But let’s discuss each
channel and their strengths
The first to address is most
Rapidly becoming the social media site with the
worst user experience.
The new model is pay to play. If you really want to
reach people, you’ve got to pony up the dough.
Research has shown that with their new algorithm,
posts are reaching between 12% to 4% of your
Yet it’s still the most used social site in the US. So
you can’t afford to completely ignore it…
A micro-blogging social media site that limits
messages to 140 characters, famously.
Twitter has brought about the rise of the hashtag,
which we will address in just a moment.
Twitter is a great resource for reaching consumers
outside the area. It’s about the topic, not “real life”
A hashtag is a word or a phrase preceded with the
number symbol (#). It is a form of metadata symbol
on social media sites and helps build a community
stream of consciousness around a certain topic.
For instance, if I wanted to express my thoughts
about Angelina Jolies’ dress at the 2014 Oscars I
could write: “Angelina’s dress was utterly droll and
lifeless, not befitting a queen of the screen.
A photo-centric social media platform that primarily
works through the app, which Facebook bought
It’s used by a younger, more active demographic.
Becoming very popular in the Wenatchee Valley,
and is a good way to catch the attention of media…
Hashtags are very important on this platform.
Although no one uses it, Google has spend millions
and continue to pour money into their social media
They’re not going to quit, and sooner or later they’ll
find a formula that works.
The SEO perks alone are enough to make
Google+ a viable resource for businesses. If you
have a plus page, Google will give you great
search engine rankings.
A business-oriented social networking site, not very
useful for business to consumer marketing, but for
business to business marketing it’s great.
It’s an essential personal branding resource.
Some of the perks include the online resume
function and the ability to write and receive
Reviews are important mm’kay?
Communication is no longer top-down broadcast style, it’s a
two way street. Every customer is also a published critic thanks
to Yelp! and TripAdvisor.
TripAdvisor is primarily for travelers, people looking to review a
Yelp! is primarily for restaurant reviews.
According to a 2013 study by Dimensional Research, 90% of
consumers say online reviews impact their buying decisions.
– Brian Solis
“In the digital space, attention is currency.
We earn it. We spend it.”
• 95% of people retain a message
communicated in a video, compared to
just 10% for a message communicated
• 64% of consumers are more likely to
buy a product once they have seen a
video about it.
There’s an app for that