How You Can Use Social Media - What's Your Small Step Going to Be?

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  • How many of you currently use social media to further your business goals? If you said yes, what platforms do you use?If you don’t have social media, how many of you have an online presence?Social media is any online platform or channel for publishing and disseminating user-generated content. It’s this ability for anyone to create and disseminate content that makes social media so powerful and so social. Social media is a powerful tool from on organizational perspective because it allows us to have transparency and accountability in a way we’ve never had before, in particular with large organizations and government agencies that previously have been inaccessible. Every individual can now publicly state their opinion, whether positive or negative, and because of the public nature of the space, that opinion is often listened to and taken seriously. Social media allows us as individuals to take our environment and engage with it and shape it in a way that I find empowering and exciting. At the organizational level we can take this accountability and transparency and empower people to engage with us and make the services and products we provide that much more useful and impactful. The other aspect of social media that I love is that access to information that we now have at our fingertips. People can now find out a lot of information and our organization, and the services or products we provide before meeting us. That’s why it’s important to have a strong online presence that highlights what your company has to offer.
  • Now I want to quickly go over some data about social media and how widespread it is. Regardless of your personal feelings about social media, it’s reaching a significant portion of the population and is here to stay, so it’s worth learning about.My goal is to share my passion about social media and provide you with some strategy tools that will help you to feel empowered to begin using social media for your company so that you can better serve your customers and clients.The most important thing to take away from this training is to be strategic in your use of social media. The best way to ensure you give your social media presence the time it deserves is to take social media seriously, and to learn about it. As you see, Americans spend a lot of their time online and, in particular, on social networking sites. So it behooves your company to meet your audience where they’re at.
  • What I want to do now is share my personal journey with social media and outline some of the steps that I took that I think everyone here can take as well. So let’s start with me, a digital native.I’m young and I love social media (digital native).I’m a young professional and I still love social media!I’m a young professional and I hate my job, how can I use social media?I’m bored at my job, what can I learn about social media during these horrible conference calls?Social media creates a lot of opportunities for engagement and social change, how can my organization use social media?My organization is silly and I’m going to create my own company.Oh crap, now I have to do what I’ve been preaching!Create a strategy, implement the strategy, maintain my social media presence regularly.
  • The question that a lot of organizations I encounter ask is, “what social media platforms should we be using?” Or, “have you heard of Pinterest, should we be on Pinterest?” However, from my perspective, that’s the wrong first question to ask. The first step any organization should take is to determine who their target audience is, and to develop a strategy centered around that audience. For those of you already on social media, take the time to step back and think about whether or not you have a clear strategy in place, if not, it’s never too late! And just like those organizations that are just getting started, take a people first approach. I encourage everyone to think POST. Today I’m going to walk you through a strategy development process that starts with People, moves on to Objectives, then Strategy development, and last but not least deciding on a Technology, or social media platform. It’s important to take the time to develop a strategy like this because you will have more success with your social media presence, and you will also be able to be intentional. The biggest – and most of the time – only cost associated with using social media is the amount of time it takes to manage your social media presence, and so without using this time intentionally it’s either wasted or misdirected. Let’s dive into the first step of the process by sharing a case story – me!
  • Scheduling out the time – every Monday morning for social media management, every Tuesday evening for blogging, every 4th Wednesday for the email newsletter.


  • 1. How You Can UseSocial MediaWhat’s your small step going to be?
  • 2. What is Social Media?
  • 3. What comes up when youthink of social media? “Moral panic is a common reaction to new forms of communication.”1 1.
  • 4. What prevents you fromusing social media?  Lack of time  Knowledge and skills  Finding content  Knowing where to start  Which platforms to use  Privacy issues
  • 5. Data Social media is widespread.  In the U.S., social networks and blogs reach nearly 80% of Internet users and represents the majority of Americans’ time online. 1 Half of all American adults are using social networking sites. 2 “If you plan on still being in business in the next 1-5 years you should embrace social media.” –Kathie England 1. 2. Facebook- other-social-networks
  • 6. My Story
  • 7. Strategy
  • 8. My Strategy P = small business owners, C level executives, decision makers in non-profits  35-65 years old  Equally male and female  Minority business owners, C level execs and decision makers O = provide information that gets people excited and helps them to use social media for their business on a daily basis S = set up a content management machine T = LinkedIn, Facebook, Twitter, blog, email newsletter
  • 9. Content ManagementMachine Buffer App Tweet Deck Hoot Suite
  • 10. My Small Step
  • 11. What Will Your Small StepBe?
  • 12. Questions? 503-477-9221 @ebkcd2