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Social Media as a B2B Reporting Tool

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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.

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  • 1. Using Social Media as a B2B Reporting ToolTracy Samantha Schmidt, Director| Crain’s Social Media Group | CrainsSocial.com
  • 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
  • 9. Top Social NetworksBEST PRACTICES FOR B2B JOURNALISTS
  • 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 Twitter.com/Business
  • 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: JournalistsSearch.Twitter.com
  • 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 atSproutSocial.com &TweetDeck.com
  • 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 atFacebook.com/Business
  • 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 Google.com/Plus.
  • 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 CrainsSocial.com

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