Beginner Facebook for Business April 18 by louis karno & company communications

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Presentation given by Christine Halvorson, April 18, 2012 in Concord, New Hamsphire.

Presentation given by Christine Halvorson, April 18, 2012 in Concord, New Hamsphire.

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  • Welcome to “Twitter, a Beginner’s Guide for Business” presented by Halvorson New Media. I’m Chris Halvorson and I’ll be your guide throughtou this Twitter webinar.
  • This course has seven chapters, plus a resource section with links to sites that may help you. You may jump to any chapter at any time by clicking on the titles in this slide. If you need to pause the course midway, you may bookmark it and be able to return where you left off.
  • And before we do that, let’s look at what social media really is. Very generally, social media is defined as any online sites that are interactive, allowing you to connect with the company or organization, and with other readers there. Social media content is characterized by openness and by a conversational tone. The goal of many sites is to build an online community. Youtube, blogging, Facebook and Twitter are among the leading tools, but there are literally hundreds of others you may not have heard of. In this course, however, we will limit our learning to Twitter and how to use it to promote your business.
  • Before we get into the details of Twitter, however, let’s briefly look at why your business should be considering using social media in the first place.
  • Meanwhile, we are likely to fan, like or follow a business when we see that our online friends are doing so. In a nutshell, this kind of “ word-of-mouth ” advertising, which is not really advertising at all, is the whole point for a business to be participating in the social media world. And, again, studies have shown that it works. We trust our friends’ opinions, so if they buy from a certain place, we’re likely to as well.
  • Facebook was invented by college students and first caught on in 2004 on college campuses across the United States. However, that was then and this is now. The average age of today ’ s Facebook user is 35 and that average is ticking upwards.
  • According to the Pew Research Center’s Internet and American Life Project, social networking use among Internet users age 65 and older grew by 100 percent from 2009 to 2010. In 2009, 13 percent of this age group used social networks. By December of 2010, 26 percent had signed on—exactly double. Facebook is the third most popular site visited by Americans age 65 and older, according to the Nielsen Company . This growth is understandable. Older Americans want to connect with distant family and friends, too. They’re using today’s technologies to do so.
  • Well, let’s get on with it. It’s time for you to open your own Twitter account and start Tweeting. As you begin, you may wish to do this in your personal name, rather than your business name, or take the plunge and open a business account.
  • A Facebook user will choose to “Like” a Business Page, as shown in the previous slide, but will choose “Add as Friend” to make a person part of his or her network of Facebook friends. This slide shows the barebones personal profile of a potential new Facebook friend. The Facebook user here need only click onto “Add as friend” to invite this person to be part of her online social network. Once the person does so, much more information about that person will become visible.
  • To build up your Twitter followers and, therefore, to reach a wider audience, your first task is to Tweet consistently. There is no point in using Twitter if you are going to let it languish. Some say a Tweet once a day is minimal and that, under some circumstances, more often is fine. If you get others Retweeting your content, thank them publicly, with a Tweet, or privately, in a direct message. Retweet others often. This builds good peporie.
  • After you build up a list of followers, you’ll want to “Re-Tweet” the things that they post when they are relevant to your business or are especially interesting, funny or news worthy. Your readers wil be interested and it will give a kind of recognition to the person who first posted the information. A variation on this is to “Mention” someone in your Tweet. Say you met Joe Schmoe at a trade show yesterday and he is on Twitter. You could write a Tweet that said, “Great to run into @JoeSchmoe at the Trade Show in Boston. He really knows his stuff!”
  • The first rule in Twitter communications---as it is in all business communications—is to know who you are trying to reach. Depending upon your business size and type, you may have already conducted market research to know exactly the demographic characteristics of your customers or potential customers. If you don’t know, you need to find out through your own research, or perhaps you have a small enough client base to take an educated guess as to whom you’re trying to reach. If you have a Business Plan under which you operate, that would be a good place to start. Whomever your target is, your Tweets must be designed to reach them. Or, perhaps you’ll learn Twitter is NOT the place where your demographic is like to hang out.
  • Now that your Profile is set up, you’re ready to begin Tweeting!
  • Finally, when you’ve filled your Facebook Business Page with a number of posts, are comfortable with it and feel it is as good as it can be, you’ll want to announce it in all traditional ways such as mentioning it in your newsletters and on the homepage of your website. This slide is an example of an e-newsletter promoting the organization’s existence on Facebook. Facebook also makes it easy to add a Facebook “badge” to your website, alerting your online readers to your Facebook presence, as shown on the website in the next slide…
  • Always be sure to put the Twitter “badge” on the home page of your website. This is easily done. Twitter provides the code. Where?
  • As we noted earlier, you ’ ll want to mention your social media pages in all the traditional ways-on your business cards, letterhead, website, press releases, e-mail signatures. If you have a relationship with a local reporter, inform him/her that you are using these tools and where he/she can look for your updates.
  • In order to improve your Twitter experience, you should make it a point to keep track of interactions you have there.
  • Listed here are links to just a few resources you might find helpful as you begin working in social media. Note that New Hampshire has two groups that cater to people who are trying to understand social media or who are already heavily involved in using it. Social Media Club NH and Social Media Breakfast NH each hold monthly meetings at which experts present and people share information informally.


  • 1. Presented by Louis Karno & Company Communications Christine Halvorson, Social Media Strategist 1
  • 2.  Why you should use Facebook How to begin to build a Business Page Building a Fan base Best Practices Promoting your Facebook presence elsewhere Brief review of “advanced” strategies Resources 2
  • 3. What is social media, anyway? Share content & have conversations • Connectedness • Openness • Conversation • Community 3
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  • 6. 68% of people will buy a product because of a Facebook referral 6
  • 7. Average age of Facebook user Dec. 2010? 38Source: 7
  • 8. Sources: Per Research Center’s Internet and American Life Project; Nielsen Company 8
  • 9. July 2009: 332,240 Oct. 2010: 588,720 April 2011: 686, 360(There’s only 1.3 million people in the state) 9
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  • 13. But to be a business, youmust be a person first 13
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  • 15. Most should choose this option 15
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  • 17. Yourbusinesslogo or aphoto ofyou 17
  • 18. Shortdescription ofyour businessor use yourtaglineYour websiteor other… 18
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  • 20. This would be the“friends” of the Facebook“profile” (person) whocreated this businesspage(You could save this untillater or not do at all.) 20
  • 21. Use your personal or business email contacts, but… 21
  • 22. Seems to be“buggy” ordisabled 22
  • 23. 23
  • 24. Profile Cover 24
  • 25.  Cover photo is 70 percent of the “real estate” on the page “Search for, or take, an image that is strong enough to…experience what it’s like to step in another’s shoes. That’s what the best storytelling does…” 25
  • 26. 26
  • 27. Total of 12 apps allowed 27
  • 28. All of these are “tabs” or “apps”; yoursmight only show 3; Photos always in sameplace-but shows most recent 28
  • 29. Suggested strategyto change yourCover photofrequently forNewsfeed visibility 29
  • 30. Pinning keeps post at top for 1 30
  • 31. Highlighting brings itacross two columns 31
  • 32.  Upload cover photo Change cover photo regularly Use a clearly branded profile photo Pin a post to last one week Consider arranging apps/tab • (advanced apps/tab discussion in Class #3) 32
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  • 34. Job #1: Building a fan base 34
  • 35. Tactics for gaining FansAsk your friends to like the Page (differentfrom “friending”)Ask your friends to recommend you to theirfriendsPost good content and post regularly 35
  • 36. • Ask them to “Like”Tell them how• Encourage them to askothersTell them how• Give them valuableContent…WHICH IS… 36
  • 37. 1. Videos 2. Photos3. Free stuff 4. How to’s 37
  • 38. CelebritiesHow-to’sA Positive ToneVideosTiming 38
  • 39.  Put up a poll Wrap up what you’re saying with, “What do you think?” or “What experiences have you had in ….” Strive for two-way communications 39
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  • 42. The less people want to be atwork, the more likely they are to cruise social media sites and see your content 42
  • 43. Negative comments: Answer, then 43
  • 44. Settings to controlwho can post 44
  • 45. On Admin Panel, go to “Manage” then “Edit Page” then “Manage Permissions” 45
  • 46.  Update often/once a day  Strive for consistency  Follow others  Respond with thanks Give credit and build repoire  Constantly add new fans 46
  • 47. Get the whole team involved 47
  • 48. • Answer questions• Conduct an interview• Highlight an employee• Predict trends• Invite guest contributors  Answer questions• Provide demonstrations/tutorials  Conduct an interview• Create lists (Top 5…)  Highlight an employee  Predict trends• Tell the back story…  Inviteguest contributors  Provide demonstrations/tutorials  Create lists (Top 5…)  Tell the back story… Stuck for ideas? 48
  • 49. 49
  • 50. Have an editorial calendar How often Who writes Who edits Who approves Days of week Timely subjects Must-covers 50
  • 51. Link to others/Feature/Favorite Pages 51
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  • 62. Facebook Insights 62
  • 63. Here’s the key to writing well for social media… 63
  • 64. Don’t be boring 64
  • 65. Make sure you stand out from the crowd 65
  • 66. •••• Mari Smith 66
  • 67. Call us if we can help! 603-224-5566 Visit: 67