Your SlideShare is downloading. ×
Social Media as a B2B Reporting Tool
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social Media as a B2B Reporting Tool


Published on

For B2B journalists, this presentation explains how to use social media as a reporting tool. Social networks covered include LinkedIn, Twitter, Facebook, Google+, Pinterest and Instagram.

For B2B journalists, this presentation explains how to use social media as a reporting tool. Social networks covered include LinkedIn, Twitter, Facebook, Google+, Pinterest and Instagram.

Published in: Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Using Social Media as a B2B Reporting ToolTracy Samantha Schmidt, Director| Crain’s Social Media Group |
  • 2. Social Media Usage & DemographicsTHE LATEST NUMBERS
  • 3. Social Media : By the Numbers
  • 4. Social Media : By the Numbers
  • 5. Social Media : By the Numbers
  • 6. A B2B Journalist’sSOCIAL MEDIA STRATEGY
  • 7. How a B2B journalist can use social media • Find sources • Discover story ideas • Keep an eye on competition A B2B Journalist’s Social Media Strategy • Live-cover an event • Share content • Drive traffic • Increase SEO • Build a personal relationship with readers Which social networks to join?• A personal profile on LinkedIn is essential.• Consider additional profiles on Google+ and Facebook• Twitter is a great research tool, though can be time consuming What to remember• Follow your newsroom’s social media policy• Verify, verify, verify• Remember to stay professional, objective & transparent
  • 8. What your profile should include• Byline as display name• Publication name A B2B Journalist’s Social Media Strategy• Beats covered• Previous beats/pubs (optional)• Disclaimer (optional)• Contact information• Link to website Social media etiquette• Be a good community member• Build your relationships before you need them• Remember the one-third rule
  • 10. LinkedIn FeaturesProfile: Share your resume,recommendations, presentations andmore with connections.Company Page: Track employees,promotions, business growth, servicesoffered and more. LinkedIn: An OverviewGroup: Available both privately andpublicly, allows you to have discussionswith like-minded professionals.
  • 11. LinkedIn Tools for JournalistsYour profile should include:• Headshot• Byline as display name• Title, pub name, beats covered• Summary of what you do• Specialties as key phrases• Endorsements• Recommendations
  • 12. A group lets your publicationinteract with readers andpotential sources in a privateor public environment LinkedIn Tools for Journalists
  • 13. LI’s advanced search enginelets you track down currentand former employees by title LinkedIn Tools for Journalists
  • 14. LI’s Company Pages let you follow companies, keeping up with new hires and company announcements. LinkedIn Tools for JournalistsCompany pages also show youprevious employees andothers in its competitive set.
  • 15. Twitter VocabularyTweets: Public messagessent in 140 characters orless. Tweets can be seen Twitter: An Overviewby everyone, includingsearch engines.Followers: The users whoopt in to receiving yourtweets in their personalfeeds.Direct Message: Privatetweets sent between twoTwitter users. Learn more at
  • 16. Twitter Best Practices: Media Brand• Branding consistent across CDB’s Twitter profile• Shares stories that include hashtags and appropriate handles.
  • 17. Twitter Best Practices: Media Brand• Tweets are short.• Written like headlines.• Include links & Twitter handles.
  • 18. Twitter Best Practices: Media Brand• Lists show who’s on staff at a pub.• Lists can also provide resources to readers looking for more info.
  • 19. What your personal Twitter profile should includeDisplay namematches his byline;handle is short &memorable. Twitter Best Practices: JournalistBio includes beat,publication name,previous positions,email and phone #Tweets are bothentertaining & helpfulto readers/peers.
  • 20. Uses personal profile to Twitter Best Practices: Journalists share stories from his book, including relevant Twitter handles.Quickly responds to a follower’squestion publicly.
  • 21. Uses Twitter to live-cover anevent—all tweets include theevent specific hash tag. Twitter Best Practice: Journalists Responds to publicist with new data that could be a potential story.
  • 22. Twitter Best Practice:
  • 23. Twitter Best Practice: JournalistsReturned results on searchterms “@AmericanAir” and“merger”
  • 24. Social Media Dashboard A third-party tool to manage & analyze multiple social media Twitter Best Practices: Media Brand profilesLearn more &
  • 25. Facebook VocabularyFacebook Page: Free to abusiness, brand, band orpublic figure. Facebook: An OverviewLikes: The users who haveopted in to hearing fromyour Page.Wall: Where you andother users can talk witheach other publicly.Learn more
  • 26. Facebook Best Practice: Media Brand• Branding is consistent across Facebook• Custom apps drive readers back to website.• Stories shared are engaging and cover wide range.
  • 27. What your personal Facebook profile should include Best Practices: JournalistBe sure to turn on your“subscription” feed. List your professional bio on Facebook as well.
  • 28. Crowdsourcing a Breaking Story Best Practices: Journalist
  • 29. Best Practices: JournalistEngaging with Readers
  • 30. Overview: Facebook Graph Search
  • 31. Google+ by the numbers• 500 million users worldwide• 235 million “active” in Google+• 135 million active in Google+ stream Source: Google, Dec 2012 Google+ : An Overview Learn more at
  • 32. Google+ : An OverviewAbout Tab: Increase your SEO by includingessential details about your businessPhotos & Video: Also report yourcontent here to increase your overall SEO.
  • 33. Google+ : An OverviewTo Increase Your Personal SEO, apply for Google Authorship
  • 34. Pinterest FeaturesPinterest Boards: A user cancreate virtual pin boards to Pinterest: An Overviewshare images centeredaround a theme.Pins: Each image postedto Pinterest can berepinned by users. Theoriginal image (should)link back to its originalsite.
  • 35. B2B Publication Example on Pinterest
  • 36. Instagram: An Overview
  • 37. Instagram Best Practices : JournalistPhotos by Steve Serio, Crain’s ChicagoBusiness staff photographer.
  • 38. Learn more at