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SCORE guide to social media


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Slides for a presentation to SCORE counselors. Focused on best practices and implementation strategies.

Slides for a presentation to SCORE counselors. Focused on best practices and implementation strategies.

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  • 1. A SCORE Consultant's Guide to Social Media Best Practices and  Implementation Strategies
  • 2. About Margy Rydzynski • SCORE Client • Consultant, sole proprietor • Background in writing/communication • Started as a personal user of social media tools
  • 3. Now That You Know What:
  • 4. The Tools of the Trade
  • 5. Let's Talk About The How, The When and The Where
  • 6. Best Practices and Implementation Strategies
  • 7. Do Social Media Right And Everybody  Will Know About You (in a good way)
  • 8. Big Budget Love
  • 9. Low Budget Love Brigham Young University
  • 10. Mmmm! What's Cooking Today?
  • 11. Do Social Media Wrong And Everybody  Will Know About You (in a bad way)
  • 12. You've Probably Seen This   Email Spam, and Lots Of It
  • 13. Twitter Spam? But What About:
  • 14. Users Are In The Driver's Seat Be Careful What You Wish For!
  • 15. How To Do Social Media Right Implementation Strategies: Four Principles
  • 16. First Principle Social media marketing is not free advertising. It's a user-driven communication medium. • Don't hard-sell products/services • Have a commerce website or location for that • Consider buying an ad if you want to advertise
  • 17. Second Principle A social media campaign should be an addition to - not a replacement for - a traditional marketing strategy. Clients should already be: • Networking • Communicating • Establishing competency   Offline
  • 18. Third Principle Social media campaigns require active participation   • Do nothing and get nothing • Respond to others and they'll respond to you
  • 19. Fourth Principle Social media campaigns take time and patience. Long-term process. • Communication/marketing/community - not advertising • Have other strategies in place, too
  • 20. Increasing Your Client's Chances For Social Media Success
  • 21. Research! Still need to know: • Who are the customers or clients? • What type of business? • What type of client (age, occupation, income, etc.) Different populations use the internet differently.
  • 22. Client Research Will Help Establish: • Which tools to use for which group • How those tools should work together   Then they'll know:
  • 23. The Social Media Marketing Mix  Will depend on business. For example:    • Consultant (substantive): A blog, social network presence, b2b networks, a podcast • Restaurant (real-time updates): Twitter or Foursquare • Artist (online display space): MySpace or podcast for musicians, Flickr for visual artists.
  • 24. An Effective Outreach Strategy Modes of Communication • Email link to blog post • Facebook and/or Twitter signup on static website • Reference to web presence on printed materials
  • 25. Business Must Communicate With  and Respect  Online Communities
  • 26. Communicate • Be a good guest • Respect community's right to privacy • Ask questions, give answers • Represent yourself honestly
  • 27. Respect the Rules of Engagement • Introduce yourself when linking or "friending" • Don't send excessive emails to an online group or Facebook page • Don't follow total strangers on Twitter (stalking)
  • 28. Some Ideas And Suggestions for SCORE Counselors
  • 29. Use The Tools Yourself • Learn by doing • Lead by example • Know what you're talking about   Will also enhance SCORE's reputation and increase its visibility to millions of potential new clients
  • 30. Typical Client Concerns
  • 31. Negative Feedback Concerns  Are Legitimate Business reputation is important. Balance.   • Okay to set the terms of engagement • People can be vicious and destructive online • Don't censor, but don't allow flaming, either  
  • 32. Privacy Concerns Are Legitimate • Balance accessibility with privacy • Some tools more private than others (Facebook pages vs. a social network).
  • 33. Time Concerns Are Legitimate Small businesses have to juggle multiple time commitments • Several posts, tweets, etc., a day are not feasible for many • Posts can be short: a picture, a quote, an observation • Posts can link to other posts    Too many posts can be as bad as too few
  • 34. Finally, Remember:
  • 35. Honesty Is The Best Policy And It's Okay To Ask For Help! A well-managed social media campaign will lead to engagement that's supportive, useful and fun!
  • 36. Thank You! Questions?