LinkedIn and Twitter and Facebook! Oh My!
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LinkedIn and Twitter and Facebook! Oh My!

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There is a lot of territory to be covered on the web these days. Every small business owner is feeling the pressure to get on the social media bandwagon. But, what is actually necessary for your ...

There is a lot of territory to be covered on the web these days. Every small business owner is feeling the pressure to get on the social media bandwagon. But, what is actually necessary for your company? And, how do you do it right? Join us for a presentation by Nicole Skuba, principal consultant of Online Marketing Branch, called “LinkedIn and Twitter and Facebook! Oh My!” This quick journey through the forest of social media will cover:

- Setting up accounts and speaking the lingo
- Social networking etiquette
- Tips on utilizing social networks for small business
- Why you should bother

Make sure that you are presenting your best face on the web and in social networks.

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  • Everyone is using social media these days. It’s the next big thing. But just because everyone else is jumping off the bridge, should you? I’m not advocating using the technology just because it’s there. You need to ask honestly, is this where my next client is? Can I reach more people if I jump off the social media bridge? The answer is probably yes. Let’s look at the three dominant social networking platforms and how they are used to determine which ones are useful to you.
  • 80% of companies use, (or are planning to use), LinkedIn as their primary tool to find employees during the course of this year. So, what is it? LinkedIn is a business focused social networking site. Profiles look something like this. You’ll notice that I’m showing my personal profile and not my business one. Social networking – like all networking – is all about people. When I land my next contract, it’ll be based on what I can do and my interactions with the potential client. Social networking is the same. People want to connect with you before they buy your product. You are the face of your business.
  • Now you make your profile about yourself and focus on your business side. LinkedIn is a business site. The profiles are resume-like, so focusing on your business is natural and easy to do.
  • Set up a detailed profile of yourself Use brief descriptions of all relevant work Include a photo. People are visual creatures. Photos help people remember who you are. Litter your profile with relevant keywords. If you are a public relations consultant, include terms like “PR,” “press releases,” and “AP style” throughout your profile so that recruiters can easily find you through searches Build your network Use LinkedIn’s extensive connections functions to find your friends, colleagues, and business acquaintances Link to new people as you meet them Seek recommendations A major function of LinkedIn is its recommendation feature. Contact past colleagues and clients with whom you’ve had great rapport and ask them for recommendations. I’ve found it easier to recommend them first, then ask for one. Join groups Do a search for relevant groups in your industry and join.
  • Status Updates You can update your status in 140 characters or less. Your updates get sent out in a weekly email to your network. Use it as a mini email marketing tool to promote events, specials, and to stay in your network’s head. LinkedIn Events This feature is very simple. You can submit your event allowing you to promote it to other LinkedIn users both within and outside your network. You can also go here to find events you might be interested in attending. Both live and virtual events can be included. SlideShare or Google Presentation You can use this 3rd party application to post your Powerpoint presentations publicly on LinkedIn to help you build credibility and clarify your areas of expertise. This presentation will be available on LinkedIn through this tool. LinkedIn Groups & Discussions This is one of LinkedIn's most used features. Individual LinkedIn members start groups where other members have discussions, share news and post jobs. The wonderful thing about these groups is they are basically segmented mini-markets ready and waiting for you to tap into. As of this posting, there are more than 357,000 groups on LinkedIn ranging in size from 0 to more than 100,000 members. Approximately 5,000 new groups are created each week. Some groups have a spam problem but often there are worthwhile discussions to be had and news to read. Groups are also a great place build visibility among people who are interested in your area of business. Be careful though – the line between "sharing information" in the form of links to your site or blog and spam can be very faint.
  • Toot your own horn Don’t be afraid to list all of those awards, recommendations, and major accomplishments. If your business just signed a contract to provide massage therapy as a company’s perk, let people know. Be generous with your knowledge Give away information in Groups. People come to see you as the authority in your field. Then, when it’s time to hire or contract, your name comes to mind. Don’t… Attempt to link to people you don’t know Include overly personal information in status updates Spam your network Spam is in the eye of the receiver. Ask yourself this question, “Would neon lights work for this statement?”
  • Does this make sense to you?
  • The top three people on Twitter (Ashton Kutcher, Ellen DeGeneres and Britney Spears) have more combined followers than the entire population of Austria.*
  • Try not to answer the question, “What are you doing?” No one cares that you are sitting in traffic unless you can say… The Toll Rd is backed up for miles. If you’re headed into D.C., you may want to take 7 instead. A livestock truck just lost its cargo. There are pigs and cows wandering around the highway. How do you convince a cow to get out of the way of a moving vehicle? I’m really glad I brought Route 7 is the worst road ever! So glad
  • Set up an account for yourself listing your business Be sure to fill out your profile, include your valid url, and include a photo Decide what you want to tweet about Not just all business all the time Make sure that what you tweet is interesting, humorous, or informative Build your following Location targeting Search for your brand and niche Follow the followers of those you respect Join the conversation Listen to what others are saying and reply RT and offer your own comments Tweet original content Make sure that you have no more than a 2:1 ration of following:followers
  • Tweet often Try to tweet at least twice a day. Otherwise people don’t find you useful to follow. Famous people are the exception. Tom Hanks has 65K followers and has never tweeted a single post. Show your quirky side This is about stuffy your personality into 140 characters. Remember that it’s not all about you Everyone wants to be a star. RT other people frequently. It makes them happy and it gives you something to tweet about. Respond to your followers No one likes to be ignored. Keep a close watch on @replies so that you are conversing and not just spouting. Consider attending tweet-ups to build relationships off-line There are multiple tweetups and twirles events. Consider following @sisarina for more info.
  • Be a spammer. Auto DMs. No one needs a DM just because they chose to follow you. They are obvious and you usually just come off looking like you don’t have time to actually speak with the person. Repeating same tweet over and over It’s annoying. “ How to make money…” This is a very quick way to get un-followed. Carry on lengthy conversations publicly. You’re flooding your followers feeds with info that it useless to them. Use a DM. Forget that every tweet is public and attached to your name. They are randomly found when your name is Googled. Flood your followers’ feed with mundane minutiae. No one cares what you ate for breakfast.
  • Create a business account Be sure to include the name of a person in the profile. People like interacting with people as opposed to being sold to. Target by location Restaurants have been doing really well tweeting to people locally Capture mindshare in your own location. You’re not competing with the world, just the other chocolate vendors in Loudoun County. Offer discounts to Twitter followers JetBlue offers $9 tickets to Twitter followers that can respond in 30 minutes to fill last minute flights. You may not be an airline, but think about inventory that you need to get rid of, or events that you need to fill. Tweet about your events
  • Over 50% of Twitter updates are being made on web and mobile devices other than Twitter’s website. TweetDeck organizes the people you follow. Once you’re following more than 10 people, it becomes very difficult to manage simply by viewing Twitter.com. I have categories like “real People,” “Tweeple,” “Industry,” “Courtesy Follows.” And, I pretty much ignore my “Courtesy Follows.” Remember that the likelihood of accounts leaking is high. It would not be good to have your list of “Useless SOBs” go public. There are apps for this on iPhone.
  • SocialOomph used to be called TweetLater until last week. Allows you to write a lot of tweets at once and schedule when they are released. It’s cheating and many people frown upon it. It allows you to live your life without having to be tied to Twitter. Allows auto-follow of people who follow you. Allows auto-unfollow of people who don’t follow you back.
  • HubSpot’s Twitter Grader is a fun little tool that allows you to grade yourself on Twitter. It also provides a trending cloud to show you what you tweet about most. I saw that I use the words “good, great, and like” a lot the first time I checked. That told me that I may be a little boring in my descriptions of things; so I spiced it up a bit.
  • If Facebook were a country, it would be the fourth most populated place in the world. This means it easily beats the likes of Brazil, Russia and Japan in terms of size.*  It took radio 38 years to reach 50 million listeners. Television took 13 years to reach 50 million users. The internet took four years to reach 50 million people... In less than nine months , Facebook added 100 million users. 
  • Create a detailed personal page Include your business in the Company section Include a photo Include things like quotes and fun things so that people feel like they are getting a glimpse at who you are personally Use the “Settings” feature Facebook has a pretty robust Settings feature. Be sure to use the Privacy function… Set who can view your profile: your own network, entire world Set who can search it: your network, Google Set what activity is viewable on your wall Add friends Be careful who you add. This is meant to be personal.
  • Status updates Use status updates in Facebook similarly to how they are used in Twitter. Perhaps post a less frequently. I’ve found that it’s also very very useful to post questions in the status updates. Events Post your events just as you would in LinkedIn. But, watch how you’ll get so many more responses. Groups Join some professional groups. Advertising If you have the budget, you can do some amazing targeting within Facebook. If you want… Fan page Fan pages exist in Facebook. Some businesses use them to create business profiles. You can add widgets to them to make them more appealing. They have been klugey at best thus far. Facebook is working on some compatibility issues. It’s better to create… Business profiles Create a personal profile like Roy Rogers.
  • There is also an app for it!
  • What are my key performance indicators? % growth in mentions, followers, link trackbacks in Twitter,

LinkedIn and Twitter and Facebook! Oh My! LinkedIn and Twitter and Facebook! Oh My! Presentation Transcript

  • Small Business Best Practices and Etiquette on the Dominant Social Networks LinkedIn and Twitter and Facebook! Oh My! www.OnlineMarketingBranch.com
  • www.OnlineMarketingBranch.com Photo courtesy: Three Rivers Fishing Report Blog
  • www.OnlineMarketingBranch.com LinkedIn
    • What Is It?
      • Social networking site
  • www.OnlineMarketingBranch.com LinkedIn
    • What Is It?
      • Social networking site
      • Business-focused
  • www.OnlineMarketingBranch.com LinkedIn
    • Getting Started…
      • Set up a detailed profile of yourself
      • Build your network
      • Seek recommendations
      • Join groups
  • www.OnlineMarketingBranch.com LinkedIn
    • Making It Work for You
      • Status Updates
      • Company Page
      • LinkedIn Events
      • SlideShare
      • LinkedIn Groups & Discussions
  • www.OnlineMarketingBranch.com LinkedIn - Etiquette
    • Do…
      • Toot your own horn
      • Be generous with your knowledge
    • Don’t…
      • Attempt to link to people you don’t know
      • Include overly personal information in status updates
      • Spam your network
  • www.OnlineMarketingBranch.com So true: RT @MagicMedia: Sometimes u need to make sure ur working on yourself just as u would your #smallbusiness http://tinyurl.com/4vs6ez 1:19 PM Aug 20th from TweetDeck
  • www.OnlineMarketingBranch.com Twitter
    • What Is It?
      • Microblogging site
      • 140 characters per tweet
      • Skewing older: teens don’t use it
  • www.OnlineMarketingBranch.com Twitter What did you learn? What made you laugh? What do you need an answer to? What are you thankful for? What ticks you off?
  • www.OnlineMarketingBranch.com Twitter
    • Getting Started…
      • Set up an account for yourself listing your business
      • Decide the focus of your tweets
      • Build your following
      • Join the conversation
      • Monitor your following : follower ratio
      • Be patient!
  • www.OnlineMarketingBranch.com Twitter - Etiquette
    • Do…
      • Tweet often
      • Show your quirky side
      • Remember that it’s not all about you
      • Respond to your followers
      • Consider attending tweet-ups to build relationships off-line
  • www.OnlineMarketingBranch.com Twitter - Etiquette
    • Don’t…
      • Be a spammer
      • Carry on lengthy conversations publicly
      • Forget that every tweet is public and attached to your name
      • Flood your followers’ feed with mundane minutiae
      • Feel like you have to follow everyone just because they follow you
  • www.OnlineMarketingBranch.com Twitter
    • Making It Work for You
      • Create a business account
      • Target by location
      • Offer discounts to Twitter followers
      • Tweet about your events
  • www.OnlineMarketingBranch.com Twitter
    • Helpful Tools
      • TweetDeck, HootSuite, etc.
  • www.OnlineMarketingBranch.com Twitter
    • Helpful Tools
      • TweetDeck, HootSuite, etc.
      • SocialOomph
  • www.OnlineMarketingBranch.com Twitter
    • Helpful Tools
      • TweetDeck, HootSuite, etc.
      • SocialOomph
      • HubSpot’s Twitter Grader
  • www.OnlineMarketingBranch.com Facebook
    • What Is It?
      • Social networking site
      • Originally created for college students
  • www.OnlineMarketingBranch.com Facebook
    • Getting Started…
      • Create a detailed personal page
      • Use the “Settings” feature
      • Add friends
  • www.OnlineMarketingBranch.com Facebook - Etiquette
    • Do…
      • Post information about what makes you you
      • Add photos
    • Don’t…
      • Forget that companies look to Facebook for information before hiring.
      • Flood your friends’ feed with mundane minutiae.
      • Post anything that you wouldn’t want your mother to see
      • Post travel plans
  • www.OnlineMarketingBranch.com Facebook
    • Making It Work for You
      • Status updates
      • Events
      • Groups
      • Fan page
      • Advertising
      • Business profiles
  • www.OnlineMarketingBranch.com Facebook
    • Helpful Tools
      • Twitter App in Facebook
  • www.OnlineMarketingBranch.com Facebook
    • Helpful Tools
      • Twitter App in Facebook
      • HubSpot’s Facebook Grader
  • www.OnlineMarketingBranch.com Measure It!
    • Use tools
      • Twitalyzer
      • HubSpot’s Twitter Grader
      • HubSpot’s Facebook Grader
    • Answer questions
      • What do I hope to gain from social media?
      • Is the business earned worth more than the hours spent?
      • Are your customers evangelizing
  • www.OnlineMarketingBranch.com Which Platform?
    • Sarah
      • Reiki instructor and therapist
      • Wants more clients
      • Wants to learn from other healers
  • www.OnlineMarketingBranch.com Which Platform?
    • Sirena
      • Jazz singer
      • Wants to promote her online jazz show and sell copies of her new CD
      • Wants to connect with other musicians
  • www.OnlineMarketingBranch.com Which Platform?
    • Matt
      • Database engineer, independent consultant
      • Wants continued contracts with federal government
  • www.OnlineMarketingBranch.com Which Platform?
    • Gillian
      • Marketing head for start-up business
      • Wants more BtoB customers
      • Wants her company to be seen as authority in the IT industry
  • www.OnlineMarketingBranch.com Which Platform?
    • Cherie
      • PR Consultant
      • Wants more nonprofit clients
      • Has almost no time to devote to social media
  • LinkedIn and Twitter and Facebook! Oh My! Nicole Skuba Principal Consultant Online Marketing Branch, LLC www.onlinemarketingbranch.com Phone: 703-463-4280 Follow on Twitter: @nskuba