Carie Lewis Carlson
Deputy Director, Online Communications
@cariegrls
Social Media for Small Businesses
(what you can lear...
[ 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'r...
[ By The Numbers ]
• 1.9 million Facebook fans
• 250,000 Twitter followers
• 103% growth rate on Facebook from ’12-’13
• $...
[ All Networks are Not Created Equal. ]
Where our constituents are
For customer service and
relationship building
but is o...
[ 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...
• # of actions taken
• # of donors
• Amount of donations*
• # of new names to file
• Customer service turnarounds
• Sentim...
• Don’t think you have to be everywhere!
• Find out where your customers are; most likely right
now that is Facebook.
[ Ti...
• Too many small businesses are talking to no one.
• Too many pages on Facebook just SELL SELL SELL.
[ Tip #4: Take time t...
• If people wanted to come and
just listen to all the things you’re
saying, they’d go to your
website.
• People come to so...
• Put a commenting policy on your
info tab.
• Monitor your page daily for
people who violate the policy.
• Don’t delete co...
• Read your post comments and posts by others at
least once a day.
• Respond to questions or concerns within 24 hours.
[ T...
• Never post more than once a day. You’re just not (no
one is) that important - sorry!
• The #1 reason people hide brands ...
• Every post we do must provide
some kind of value or benefit to
our fans.
• Put your user hat on – would
you share this?
...
Tip #10: Create Facebook events for all your in-person
events.
• This will get your online fans into your
store where they...
• 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 men...
• Mashable, Ragan PR, and
Inside Facebook are three
good ones.
• Scan the headlines for
stuff that’s important and
interes...
[ One more thing on success… ]
Engagement means nothing if it is
not working towards your goals.
Resist the urge to measur...
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 d...
[ Final Thought ]
#SMWES // @cariegrls
“Social media is
free….
free like a
puppy.”
Carie Lewis Carlson
Email: clewis@humanesociety.org
Twitter: @cariegrls
LinkedIn: linkedin.com/in/carielewis
Thank you!
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Downtown Frederick Partnership: Social Media for Small Businesses

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  • 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

    1. 1. Carie Lewis Carlson Deputy Director, Online Communications @cariegrls Social Media for Small Businesses (what you can learn from big ones)
    2. 2. [ My name is Carie, and I’m a social media addict. ]
    3. 3. “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? ]
    4. 4. [ 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 Facebook fundraising. Integration and engagement are the keys to our growth and success in social media.
    5. 5. [ All Networks are Not Created Equal. ] Where our constituents are For customer service and relationship building but is our action oriented community People talk about us here A customer service and relationship building tool Tweets are split between being a news source and engaging with audience
    6. 6. [ Now, Let’s Start From the Beginning: ] Why is your business on Facebook
    7. 7. [ 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. Customer service & engagement Interest & trust Positive connection 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.
    8. 8. • # 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 ]
    9. 9. • 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 another. ] Some networks take more “work” than others – example: Instagram, which has less engagement and can be less time consuming
    10. 10. • 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 materials • 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
    11. 11. • If people wanted to come and just listen to all the things you’re saying, they’d go to your website. • People come to social media for interaction. • Sometimes, people just want to know that someone is listening, possibly about an obscure topic. • 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. ]
    12. 12. • Put a commenting policy on your info tab. • 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.]
    13. 13. • 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. ]
    14. 14. • 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 answer everyone!) [ Tip #8: Don’t post too often. ] See the full infographic at: http://www.verticalresponse. com/blog/what-motivates- people-to-like-or-unlike- brands-on-facebook/
    15. 15. • Every post we do must provide some kind of value or benefit to our fans. • 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. ]
    16. 16. Tip #10: Create Facebook events for all your in-person events. • This will get your online fans into your store where they could become customers. • 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!
    17. 17. • 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 or Tweetdeck • Follow relevant hashtags to your industry and location, such as #downtownfrederick • Follow other related pages and watch the conversations on Facebook and Twitter (such as the Downtown Frederick Partnership.) [ Tip #11: Make sure you know what people are saying about you. ]
    18. 18. • Mashable, Ragan PR, and Inside Facebook are three good ones. • Scan the headlines for stuff that’s important and interesting. • This way, when a big change is coming you’ll be prepared (like a feature being disabled or a new layout) [ Tip #12: Take 10 minutes a day to read social media publications. ]
    19. 19. [ 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.
    20. 20. 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… ]
    21. 21. [ Final Thought ] #SMWES // @cariegrls “Social media is free…. free like a puppy.”
    22. 22. Carie Lewis Carlson Email: clewis@humanesociety.org Twitter: @cariegrls LinkedIn: linkedin.com/in/carielewis Thank you!

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