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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 ConsultantsGuide 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. Lets Talk About The How,The When and The Where
  • 6. Best Practices andImplementation Strategies
  • 7. Do Social Media Right And Everybody  Will Know About You (in a good way)
  • 8. Big Budget Love
  • 9. Low Budget LoveBrigham Young University
  • 10. Mmmm! Whats Cooking Today?
  • 11. Do Social Media Wrong And Everybody  Will Know About You (in a bad way)
  • 12. Youve Probably Seen This Email Spam, and Lots Of It
  • 13. But What About: Twitter Spam?
  • 14. Users Are In The Drivers SeatBe Careful What You Wish For!
  • 15. How To Do Social Media Right Implementation Strategies: Four Principles
  • 16. First PrincipleSocial media marketing is not free advertising. Its auser-driven communication medium.• Dont hard-sell products/services• Have a commerce website or location for that• Consider buying an ad if you want to advertise
  • 17. Second PrincipleA social media campaign should be an addition to - nota replacement for - a traditional marketing strategy.Clients should already be:• Networking• Communicating• Establishing competency Offline
  • 18. Third PrincipleSocial media campaigns require active participation  • Do nothing and get nothing • Respond to others and theyll respond to you
  • 19. Fourth PrincipleSocial media campaigns take time and patience.Long-term process.• Communication/marketing/community - not advertising• Have other strategies in place, too
  • 20. Increasing Your Clients 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 theyll 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 StrategyModes 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 communitys right to privacy• Ask questions, give answers• Represent yourself honestly
  • 27. Respect the Rules of Engagement• Introduce yourself when linking or "friending"• Dont send excessive emails to an online group or Facebook page• Dont 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 youre talking about Will also enhance SCOREs reputation and increase itsvisibility to millions of potential new clients
  • 30. Typical Client Concerns
  • 31. Negative Feedback Concerns  Are LegitimateBusiness reputation is important. Balance.  • Okay to set the terms of engagement • People can be vicious and destructive online • Dont censor, but dont 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 LegitimateSmall 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 Its Okay To Ask For Help!A well-managed social media campaign will lead to engagement thats supportive, useful and fun!
  • 36. Thank You!Questions?