I grew up in Frederick, was a downtown resident for 10 years.I’ve been at HSUS for 7 years, started in advertising, built the social media department out of need, now focus on larger strategy.There is a huge learning curve with social media, so please ask questions.
How many of you are on facebook? Twitter?
fun contestspolls asking for their opinionlistening to feedback on postsanswering every questionShow ways to make a differenceother engagement opportunitiesWhy it works: People like variety. Switch it up. Don’t beat people over the head with asks, but don’t just post fluff all the time. That way when you do ask for something, they’ll know you mean it / need it.How to do it: Ask for opinions, post actions, post funny photos or videos.
Success is no longer just about how many friends you have.That’s so myspace
It may not cost money, but it takes time and resources to do social media right in order to successfully tie it to your bottom line.
Downtown Frederick Partnership: Social Media for Small Businesses
Carie Lewis Carlson
Deputy Director, Online Communications
Social Media for Small Businesses
(what you can learn from big ones)
[ My name is Carie, and I’m a social media addict. ]
“I just got a keychain and address labels in
the mail from you guys. Now that I see
you posting on Facebook and know you're
legit, I'll be sending a donation. Thanks
for the work you do.”
– Posted to our Facebook Page wall, January 2010
[ Just a Fad? ]
[ By The Numbers ]
• 1.9 million Facebook fans
• 250,000 Twitter followers
• 103% growth rate on Facebook from ’12-’13
• $1 million raised on Facebook (lifetime)
• Over 300,000 actions taken on Facebook each year
• All positions in social media have been paid for by
Integration and engagement are the keys to
our growth and success in social media.
[ All Networks are Not Created Equal. ]
Where our constituents are
For customer service and
but is our action oriented
People talk about us here
A customer service and
relationship building tool
Tweets are split between
being a news source and
engaging with audience
[ Now, Let’s Start From the Beginning: ]
Why is your business on Facebook
[ Tip #1: Identify your purpose and goals ]
Our goals in using social media are: advocacy, fundraising, providing
customer service, and increasing brand sentiment online by
promoting the good work of the organization.
& engagement Interest & trust
to the brand
Better chance of
becoming a member
More likely to
share our content
Everything we do online is tied to advocacy and fundraising – social media is no exception.
• # of actions taken
• # of donors
• Amount of donations*
• # of new names to file
• Customer service turnarounds
• Sentiment %
• Growth rate
• Most popular content
• # mentions
• Notable mentions
[ Tip #2: Decide how you will measure success ]
• Don’t think you have to be everywhere!
• Find out where your customers are; most likely right
now that is Facebook.
[ Tip #3: Get good at one network before you start
Some networks take
more “work” than
others – example:
has less engagement
and can be less time
• Too many small businesses are talking to no one.
• Too many pages on Facebook just SELL SELL SELL.
[ Tip #4: Take time to build your fan base before
you ever ask for anything. ]
Ways to build your fan base:
• Do geo- and interest-targeted
Facebook ads (even $100)
• Put your page URL on printed
• Create shareable content
• Participate elsewhere as your page
• Do posts that ask for interaction
(polls, questions, opinions, stories,
experiences, fill in the blank)
• Make sure all your content
(emails, webpages) are shareable
• If people wanted to come and
just listen to all the things you’re
saying, they’d go to your
• People come to social media for
• Sometimes, people just want to
know that someone is
listening, possibly about an
• It is a lot of work, but will pay off
by creating more loyal and
[ Tip #5: Do not disable commenting and posting
features on your page. ]
• Put a commenting policy on your
• Monitor your page daily for
people who violate the policy.
• Don’t delete comments or ban
people just because they disagree
or have a bad experience – turn it
into an opportunity!
• Remember that transparency is
key in social media.
• Make it a safe, engaging, and
enjoyable place for your fans.
[ Tip #6: Have a commenting policy and enforce it.]
• Read your post comments and posts by others at
least once a day.
• Respond to questions or concerns within 24 hours.
[ Tip #7: Answer EVERYONE. ]
• Never post more than once a day. You’re just not (no
one is) that important - sorry!
• The #1 reason people hide brands in their newsfeed is
because they post too much.
• Next = bad customer experience (so make sure you
[ Tip #8: Don’t post too often. ]
See the full infographic at:
• Every post we do must provide
some kind of value or benefit to
• Put your user hat on – would
you share this?
• Resist the urge to self promote
and brag all the time. Yawn.
• People love coupons and
exclusivity – get people who are
online in your store!
• Don’t post too much fluff – but
don’t be too serious all the time
either. Switch it up!
[ Tip #9: Be selective about what you post. ]
Tip #10: Create Facebook events for all your in-person
• This will get your online fans into your
store where they could become
• If you do email marketing, put a “RSVP
on Facebook” button linking to your
Facebook event on your emails.
• Even if you’re not on Twitter, consider
creating a hashtag for your event so
people will talk about it online.
• The average person has 190 friends:
people love to talk about all the cool
things they are doing. Take advantage of
the virality of social media!
• Set up Google alerts for your name and
your store name
• Even if you aren’t able to be on
Twitter, set up alerts for mentions of
your name using a tool like Tweetbeep
• Follow relevant hashtags to your
industry and location, such as
• Follow other related pages and watch
the conversations on Facebook and
Twitter (such as the Downtown
[ Tip #11: Make sure you know what people are
saying about you. ]
• Mashable, Ragan PR, and
Inside Facebook are three
• Scan the headlines for
stuff that’s important and
• This way, when a big
change is coming you’ll be
prepared (like a feature
being disabled or a new
[ Tip #12: Take 10 minutes a day to read social
media publications. ]
[ One more thing on success… ]
Engagement means nothing if it is
not working towards your goals.
Resist the urge to measure your success by number of fans,
comments, shares and likes.
These things tell you how well your fans respond to your content,
not how successful you are in using social media for your business.
If you don’t have time for social media, make it.
• NO ONE can afford to ignore social media these days.
• Even 1 hour a day is sufficient.
• Download an app to help you manage while you have
downtime like standing in line somewhere
• Consider hiring a college intern if you need help –
they teach classes in social media now and they are
what we call “digital natives.”
[ And perhaps more important than anything for
small businesses… ]
[ Final Thought ]
#SMWES // @cariegrls
“Social media is
free like a