Social Media Strategy for Small Business

Getting Started in 5 Easy Steps Creating a Social Media Strategy Heather Whaling Geben Communication gebencommunication.com prTini.com (blog) twitter.com/prTini linkedin.com/in/heatherwhaling

What are we talking about?
Social media isn’t:
Traditional marketing “digitized”
Quick sales
Free
Stand alone
Social media is:
Insightful
Conversational
Strategic
Valuable … when done correctly

Social Media Trends
17% of online time is spent on social networks
In 2010, 50% of marketers (read: your competition) will incorporate social media
Top 5 marketing tactics increasing in 2010:
Social media (75%)
Web search/SEO (51%)
Email campaigns (49%)
Virtual events (48%)
Online advertising (28%)

Photo Credit: First Monday, Orlando Chamber of Commerce

Be Strategic
Step 1: Create measurable goals
Step 2: Research and listen
Step 3: Develop a network
Step 4: Integrate online and offline
Step 5: Measure ROI and ROE

Step 1: Create Measurable Goals
S pecific
M easurable
A ttainable
R ealistic
T ime-sensitive
Photo credit: Knickerstwist

Step 2: Research and Listen
Who are you trying to reach? How are they using social media?
Surveys, polls, focus groups
What are people saying?
Where are they saying it?
Pay attention to review sites (like Yelp)
Listen, listen, listen

Case Study: First Mariner Bank

Step 3: Develop a Network
Choose the right tools
Start interacting
Create interesting content
Focus on strategy
Cultivate influencers
Promote others
Be creative
Share, share, share

Step 4: Integrate Online and Offline
Cross-promote content
Balance traditional communication
and social media
Enhance media relations
Talk to reporters on social networks
HARO and Pitch with Me
Distribute social media releases
Use offline tools to drive online efforts …
and visa versa

Case Study: Geben Gives

Step 5: Measure ROI and ROE
Return on Insight = The New ROI
Return on Engagement
Twitter followers, lists, retweets and link open-rates
Blog comments, traffic, inbound links
Facebook fans, wall posts and comments
YouTube ratings, embeds on other sites
Measuring influence requires research

“ Planning without action is futile,
action without planning is fatal.”
Heather Whaling Geben Communication gebencommunication.com prTini.com (blog) twitter.com/prTini linkedin.com/in/heatherwhaling

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Social Media Strategy for Small Business

by Geben Communication

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