Getting Started with Social Media
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Getting Started with Social Media



It’s a fact: 77% of the fastest-growing companies are incorporating social media into their day-to-day activities – from interacting with customers to raising their profile....

It’s a fact: 77% of the fastest-growing companies are incorporating social media into their day-to-day activities – from interacting with customers to raising their profile.

Check out this TMX Equicom webinar and learn how to use social media to support your company’s IR and communication objectives.



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  • When we think of who is using social media, one of the common misperceptions is that it’s just teenagers connecting with each other on teenage type issues like what are you going to wear at school tomorrow. The reality is very different. Recently, IDC, a respected technology research firm, found that 57% of all people accessing social media sites at work are doing so for business reasons.
  • While teen-agers were certainly instrumental in driving the growth of social media, the average age of users is now 37 – and getting older.
  • In fact, if we look at the age distribution of users more closely, the fastest growing segments are within the 35 to 54 year-old segments. As I note earlier, most of this age group is doing so for business related reasons.
  • So what are some of the reasons why businesses are starting to embrace social media? They are many… From a purely tactical perspective, some are doing so to disseminate or distribute news to a broader audience Others are trying to recruit qualified staff Some are trying to sell more products Others are taking advantage of the interactive capabilities of social media to engage in dialogue and build relationships with their stakeholders
  • There are hundreds of social media networks currently in use. I want to spend a couple of minutes talking to you about the most popular. Facebook is the fast growing network site today. In fact, there was some data published recently that suggests that Facebook is now the most visited website – even more popular than Google. Facebook is growing in popularity because of the number of different communities that users can connect with. Twitter is also very popular. It gives users the ability to provide very brief updates – of no more than 140 characters at a time – to followers. LinkedIn is currently the most popular business networking site. Many companies are using it to build their profile, recruit staff, sell or in some cases identify suppliers.
  • As I mentioned, social media is now being used increasingly by businesses. Let’s take a look at who is using social media and why.
  • Here’s an example of how a mining company is using Facebook to reach out to different communities. The company is using Facebook to provide information on its products, take comments from individuals and bring together assorted stakeholders online.
  • China Wind is making use of Twitter for a number of different reasons. Their most recent Tweet, for example, lets the investment community know about its marketing to the street. Note how the posts are driving traffic back to the company’s website. Note as well that more than 400 people are following the company’s updates.
  • Here’s an example of one company, TVI Pacific, that is using Youtube to provide additional information about its operations. In each case, the company is allowing users to provide comments or feedback.
  • Labopharm is an example of a company that is using LinkedIN to build its profile to a build community online. As I mentioned, many companies are using LinkedIn for recruitment purposes – sometimes posting jobs or using their networks to find the right candidate.
  • One final example I want to show you is of Boyuan Construction and its use of a blog. This blog is being used to educate investors of the Company’s operations, China’s real estate market. In this particular example, the company is drawing attention to its upcoming quarterly results conference call.
  • As I mentioned, social media is now being used increasingly by businesses. Let’s take a look at who is using social media and why.
  • If there’s one thing that I’d like you take away from this presentation is this… Social media should complement your existing communications strategy. In other words, treat social media as another platform to reach audiences with objectives you have already identified. Do not develop a strategy for social media. Treat social media as another arrow in your communications quiver. A key component of any communications strategy is the need to measure or evaluate results. One of the major benefits of social media is that accurate data is provided on who is reading, viewing and responding to your communication efforts – unlike traditional channels.
  • Now that we’ve shared some examples, you’re probably wondering… Companies – Social media levels the playing field Costs – minimal or none Risks – follow your disclosure policy Tech-savvy – If you can turn on a computer or cell phone…

Getting Started with Social Media Getting Started with Social Media Presentation Transcript

  • Getting Started with Social Media
  • Today’s presenters
    • Joe Racanelli, Vice President, TMX Equicom
    • Darrell Heaps, CEO, Q4 Web Systems
  • Some call social media a revolution…
  • Not just for kids anymore * Sources: IDC Research Of all workers use social media for business reasons 57%
  • Not just for kids anymore * Sources: Pingdom Average age of users: 37
  • Age distribution Average age is getting older
  • Reasons
    • Strategic
    • Tactical
    Share news Recruit qualified staff Build long-term relationships Interact with stakeholders Build awareness Sell more products Build website traffic
  • Cornerstones
  • Who is using social media?
  • Getting started!
  • Complement your existing communications strategy Determine your objectives Identify your audience Select the right platform Measure/Evaluate
  • Roadmap 1 tool Network effect Monitor Test Build audience Integrate + tools
  • Frequently asked questions:
    • Can small companies use social media?
    • What are the costs?
    • What are the risks?
    • How tech-savy do you need to be?
    • Where should I start?
  • Questions?
  • Getting Started with Social Media