Social Media For
How to market your business and reach
consumers using social media.
Graduate of the Edward R.
Murrow College of
Communication at Washington
Background in multimedia and
Owner of Strategically Social,
working with clients like:
Three Keys of Social
Quality – You can create quality content on an
iPhone. Set a standard for your content.
Consistency – Find what works and then
duplicate that. And then do it again. And
Novelty – The more novel the content, the
farther it travels. Aka: going viral. Mark
Granovetter’s strength of weak links.
Content is KING
The golden rule of professional communication
is truer now than ever before.
The modern consumer is so desensitized to
most commercial messages. Quality content is
the key to carving out your niche.
These days you CANNOT appeal to everyone.
Your job is to find your tribe and connect with
them. (Seth Godin TED Talk 6:51 to 8:45)
Strategy: Fuel for Social
Think about your business’ goals. Who do you
want to connect with?
What social platforms do those people use?
Do they use smartphones or computers
primarily? Or do they use tablets?
What is your goal in connecting with them?
What is your budget?
Money – what are you willing to spend?
Time – how much time will you invest?
How can you incorporate your social presence
to your physical marketing?
Business cards, signage, QR codes, etc.
Have you done any market research?*
*It doesn’t have
to be anything
talk to your
Choosing the right social networks = key to
If you’ve properly strategized, you’ll have a
good idea which networks your tribe uses.
Facebook is an obvious choice. But don’t
overlook other influential platforms like:
Technically a micro-blogging platform, you
communicate in 140 characters or less.
Links to outside videos, articles and other
content is key to communicating on Twitter.
You can use Twitter to find who is talking
about specific topics important to your
business and then connect with them.
Twitter is a great place to build your reputation
as an expert in your field.
A photo sharing app recently bought by
Facebook in which users can filter smartphone
photos and share.
Very popular with the young demographic.
Photos can be easily searched through the
use of hashtags*.
*Perhaps a short vocab lesson is required?
Popular with the ladies.
Extremely difficult to do well. It is a very unique
platform that requires its own style.
Great for connecting with your tribe on a more
Perfect for artists, artisans, chefs or anyone
who does anything arts and crafts oriented.
It’s also great for family dinner ideas...
Not for business-to-consumer marketing.
It’s a platform for professionals to connect with
one another based largely on resumes.
Great for building a professional network and job
Not something that requires daily checking in.
Recommended for any professional these days.
The #1 social media site, a very good place to
start with business-to-consumer marketing.
Let’s talk about PAGES vs. PROFILES.
What and when to post (scheduling posts).
Facebook advertising – going public and the
future of the platform...
An app-centric blogging platform
It marries sites like Wordpress and Twitter
Metatagging is key on this platform
The connection between your real life and
Integrate your online persona and your
marketing materials – business cards, signage,
brochures, banners, etc.
Make sure you plug your digital marketing
when doing your pitch/salesmanship
Leveraging a mix of real life engagement and
digital conversation helps build a fluid bond
Stands for “Search Engine Optimization”
Search engines rank websites in two ways:
Timeliness and quality of content
If the business is paying for placement
Frequently updating your site with valuable
content will make it rise in search engine
Blog stands for “web log” and it can benefit a
business in a few ways:
Makes your SEO stronger
Keeps your website current and new
Your content stays your own (Facebook
owns your photos, if you didn’t know that...)
Can drive traffic to your site via social
Email is the original social media
E-newsletters are hard to do well but really pay
off when done right
A normal open rate is 16-20%
Common services include Constant Contact
and Mail Chimp
Collecting peoples’ email addresses is
important data mining...
Tribes by Seth Godin
Can’t Buy Me Like by Bob Garfield