4. It’s
the
new
SEO
— Social
Media
OpKmizaKon
(SMO)
is
the
new
SEO,
or
rather
two
halves
of
a
whole.
— SMO
is
the
distribuKon
of
social
objects
(videos,
blog
posts,
tweets,
Facebook
updates)
so
that
they’re
opKmized
to
rise
to
the
top
of
any
related
search
query,
where
and
when
it
is
performed.
— Social
media
is
included
in
Google’s
algorithm
for
search
engine
results:
Facebook
and
Google+
key
— SEO
+
SMO
=
Amplified
findability
in
the
tradiKonal
and
social
web.
4
5. It’s
Huge
— Facebook:
1.23
billion
acKve
users
— Twi9er:
500
million
tweets
sent
per
day
— LinkedIn:
260
million
users
— YouTube:
1
billion
users
(4
billion
views
per
day!)
— Pinterest:
70
million
users
— Google+:
300
million
monthly
users
— Instagram:
100
million
users,
4
billion
photos
— Blogs:
66
million
blogs,
346
million
people
readers
each
day
5
6. It’s
Growing
— U.S.
adults
who
use
social
media
sites
has
risen
from
8%
to
72%
since
2005.
That’s
an
800%
increase.
6
(Pew
Research
Center)
— Roughly
81%
of
SMBs
are
using
social
media,
according
to
a
LinkedIn
study
released
Feb
2014,
and
of
those
that
use
social,
94%
do
so
for
markeKng
purposes.
7. It’s
Real-‐Time
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informaKon
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-‐Kme
— Have
a
plaeorm
for
announcing
news,
promoKons,
events
— Generate
new
business
leads
7
8. Gefng
Started
— Map
out
your
strategy
— Define
your
business
goals
and
objecKves
for
social
media
8
— Increase
sales,
brand
awareness,
engagement,
drive
traffic
to
your
website,
create
a
community
on
your
page
— IdenKfy
your
compeKKon
and
what
disKnguishes
you
from
your
compeKKon
— Define
target
audiences
and
key
messages
— Define
categories/topics
for
social
media
updates
9. Gefng
Started
— Create
your
plan
–
align
with
off-‐line
markeKng
calendar
— IdenKfy
the
most
important
keywords
for
your
business.
Use
these
consistently
in
all
posts,
tweets,
updates.
— Set-‐up
your
profiles
and
pages
and
start
posKng
9
— Ensure
you
have
a
consistent
design/branding
across
all
plaeorms
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
10. Social
Media
Plan
— Listen
to
what’s
already
out
there:
10
— Set-‐up
Google
Alerts
for
all
your
keywords,
your
compeKtors,
your
own
company
name,
your
personal
name,
etc.
— Use
Google
Blog
Search
to
find
bloggers
and
other
content
creators
in
your
space
— Use
Muck
Rack
to
find
journalists
11. Social
Media
Plan
— Create
your
Content
Calendar
For
PosKng
11
— Define
5-‐6
content
categories
— Set-‐up
a
3-‐month
calendar
— Add
your
key
offline
events
and
any
milestones,
holidays,
etc.,
— Align
with
your
markeKng
calendar
— Content
should
be
a
mix
of
original
content/images,
news
updates
and
curated
content/images
12. Social
Media
Plan
— Set-‐up
Google
AnalyKcs
to
monitor
web
traffic
— All
social
media
sites
have
analyKcs
(except
instagram)
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
12
13. Why
Use
Facebook
— Increase
visibility
— Connect
with
clients,
donors,
board
members
— Increase
engagement
— Promote
your
brand
— Create
a
community
— Promote
and
manage
events
13
14. Engage
and
grow
your
following
— Write
interesKng
and
relevant
posts
will
encourage
followers
to
engage
with
your
posts
14
— Liking,
commenKng
and
sharing
are
important
— Facebook
uses
the
level
of
engagement
to
determine
how
many
people
see
your
posts
— Provide
useful
informaKon
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-‐Kme
— Have
a
plaeorm
for
announcing
news,
promoKons,
events
16. Engage
and
grow
your
following
— Upload
and
invite
your
email
list
— Invite
your
friends
— Run
Facebook
Ads
— Hold
contests/sweepstakes/giveaways/refer-‐a-‐friend
16
28. Twi9er
— Microblogging
site
that
enables
users
to
send
and
read
other
users’
updates
(known
as
tweets)
— Text
based
posts
28
— 160
characters
total
— 20
for
username,
140
for
message
text
— Updates
appear
on
the
user’s
profile
page
and
are
delivered
to
other
users
who
have
signed
up
to
receive
them
(followers)
29. Twi9er
— An
informaKonal
tool
–
provides
informaKon
to
others
— A
conversaKonal
tool
–
respond
to
other
people’s
tweets
and
engage
in
dialogue
— Great
way
to
network
and
communicate
with
new
and
old
contacts
— You
choose
the
message,
not
the
recipient
29
30. Twi9er
-‐
DefiniKons
— Tweet
-‐
When
you
hit
send
on
your
140
characters
on
twi9er
it’s
called
a
tweet
or
tweeKng
—
30
Handle
–
your
Twi9er
name
@GibbonsDigital
–
balance
short
with
descripKve.
— Follow
–
this
is
simply
the
act
of
adding
someone
to
your
list
of
people
you
are
following
–
this
makes
their
tweets
show
up
on
your
homepage.
— Replies
–
this
is
what
it
is
called
when
someone
writes
a
tweet
directly
at
your
handle
-‐
@GibbonsDigital
cool
post
today
blah
blah
–
this
is
open
an
invite
to
engage
with
a
follower.
— Retweet
–
this
is
a
tacKc
of
republishing
someone
else’s
tweet
–
the
original
tweet
along
with
author
stays
in
tact,
but
you
are
basically
showing
someone’s
tweet
to
your
followers
–
many
people
find
this
a
great
way
to
add
content
and
acknowledge
good
stuff
from
the
folks
they
follow
— DM
–
this
is
a
message
that
is
sent
directly
to
another
user.
They
must
be
following
you
for
you
to
DM
them,
but
this
is
a
very
useful
tool
for
private
messages
and
generally
a
good
choice
when
you
start
going
back
and
forth
with
someone
on
something
your
enKre
base
of
followers
might
not
find
interesKng.
— Hashtag
–
this
is
a
way
people
categorize
tweets
so
that
others
might
use
the
same
tag
and
effecKvely
create
a
way
for
people
to
view
related
tweets
–
it
will
something
like
#markeKng
–
more
on
this
in
search.
32. Engage
and
grow
your
following
— Listen!
32
— Set
up
simple
searches
that
allow
you
to
hear
menKons
of
your
company
— Twi9er
is
a
real-‐Kme
opportunity
to
listen
in
on
the
conversaKons
of
200
million
users
— Serve
as
a
resource
— Provide
informaKon
that
helps
your
target
audience
in
a
quick,
easy-‐to-‐use
format
33. Engage
and
grow
your
following
— Follow
people
–
they
might
follow
you
back
— Add
Twi9er
link
to
your
website
homepage
— Include
Twi9er
icon
on
ALL
materials
that
reach
your
target
market
33
42. LinkedIn
— The
world’s
largest
professional
network
with
over
175
million
registered
members
and
growing
rapidly.
— Connects
you
to
your
trusted
contacts
and
helps
you
exchange
knowledge,
ideas,
and
opportuniKes
with
a
broader
network
of
professionals.
42
43. Engaging
on
LinkedIn
–
Status
Updates
43
— Share
links
to
interesKng
arKcles,
websites
or
video
you
have
found
that
some
individuals
in
your
network
might
appreciate.
Try
to
use
words
that
grab
the
readers
and
encourage
them
to
click
the
link.
— Pose
a
quesKon
that
could
lead
to
solving
a
problem
you
have,
like:
"Anyone
know
about…?”
43
44. Business
Pages
— Central
hub
where
millions
of
LinkedIn
members
can
go
to
keep
in
the
loop
on
company
news,
products
and
services,
business
opportuniKes,
and
job
openings.
— Also
perfect
place
to
start
conversaKon
with
your
clients,
prospecKve
clients,
job
seekers,
post
company
updates.
— Post
industry
arKcles
and
fun
facts.
— These
updates
appear
on
your
company
page
and
also
the
pages
of
your
followers.
— Have
followers
Like
your
post
so
it
goes
viral.
— AnalyKcs
pages
to
see
acKvity
on
the
page.
44
44
48. What
is
it?
— Pinterest
is
a
“virtual
pinboard”
that
lets
people
48
share
anything
and
any
topic
on
the
web
that
they
find
interesKng
and
beauKful
–
e.g.,
pictures,
quotes,
recipes,
etc.
— Centered
around
the
social
discovery
of
objects
(as
opposed
to
friends
and
family)
— Content
is
organized
in
“Boards”
and
organized
in
categories.
— Each
piece
of
content
is
called
a
“Pin”
52. Engaging
on
Pinterest
— Build
your
brand
out,
share
interesKng
and
relevant
content,
create
engagement
— Add
products
with
prices
to
drive
awareness
— Service
businesses
can
create
posKngs
with
infographics
that
contains
useful
informaKon
or
a
graphic
with
a
quote
— Post
videos
(hosted
on
YouTube)
— Add
links
to
your
pins’
descripKons
giving
your
business
the
benefit
of
your
links
carrying
over
with
your
pins
when
users
re-‐pin
them
52
52
58. What
is
Instagram?
— Instagram
is
an
online
photo-‐sharing,
video-‐sharing
and
social
networking
service
that
enables
its
users
to
take
and
share
pictures
and
videos.
— Photos
can
be
manipulated
using
different
filters
— Photos
can
be
automaKcally
shared
to
other
social
networks.
— People
can
“like”
your
photos
and
comment
on
them
— You
can
follow
people
and
they
can
follow
you
58
59. Instagram
is
also
one
of
the
fastest
growing
networks
on
the
web,
with
a
500%
growth
in
the
last
year.
59
60. Engaging
with
Instagram
— Share
interesKng,
relevant
and
engaging
images
— Showcase
your
products
— Create
videos
— Use
Webstagram
to
find
trending/popular
hashtags
and
users
— Use
appropriate
hashtags
— Perform
hashtag
searches
to
find
new
users
to
follow
60
— Comment/like
others’
photos
65. What
is
it?
— Google+
is
a
social
networking
that
is
owned
and
operated
by
Google
Inc.
— Like
Facebook
–
personal
profiles
and
business
pages
65
66. Why
use
it?
— No
one
loves
Google
more
than
Google.
And,
let’s
be
honest,
you
want
Google
to
love
your
business
and
the
content
you
produce
too.
If
that’s
not
reason
enough,
I
don’t
know
what
is.
— Increase
your
visibility
and
reach
by
offering
great
content
on
Google
Plus
that
people
will
like
and
want
to
share
— This
will
help
with
search
engine
opKmizaKon
(SEO)
66
67. Engaging
with
Google+
— Share
lots
of
photos
67
— Think
about
your
business
–
what
images,
charts,
slides
can
you
share
to
ignite
conversaKons
— Share
fresh
content,
interact
with
fans,
etc.
— Promote
your
Google+
page
on
your
blog
and
website
— When
you
post
a
message,
photo
or
link,
ask
your
subscribes
to
share
the
content
with
their
Circles
71. Blogs
— Blog
=
‘web
log’
— An
online
diary
or
journal
— Anybody
can
be
a
content
generator
and
an
expert
in
their
field
— Can
be
setup
within
minutes
online
using
WordPress
71
72. Blog
Content
— Answer
industry
quesKons
— Comment
on
industry
news
— Provide
how-‐to
based
content
— Encourage
readers
to
comment
— Post
1
Kme
per
week
if
possible
72
73. Engaging
Customers
with
a
Blog
— Answer
industry
quesKons
— Comment
on
industry
news
— Provide
how-‐to
based
content
— Encourage
readers
to
comment
— Post
consistently
–
1
Kme
per
week,
if
possible
73
78. Demographics
-‐
Facebook
— 86%
of
Facebook
users
are
age
25
and
older
— 81%
have
some
college
educaKon
or
bachelors/graduate
degree
— 58%
earn
$50,000
or
more
78
79. Demographics
-‐
Twi9er
— 81%
of
people
on
Twi9er
are
age
25
and
older
— 83%
have
some
college
educaKon
or
bachelors/graduate
degree
— 47%
earn
$50,000
or
more
79
80. Demographics
-‐
LinkedIn
— 96%
of
people
on
LinkedIn
are
age
25
and
older
— 87%
have
some
college
educaKon
or
bachelors/graduate
degree
— 71%
earn
$50,000
or
more
80