Basic Social Media Pauline Randall Florizel Media Ltd
Aims of the sessionTo have a good, basic understanding of the key social media tools andhow they can be used in business
ObjectivesAt the end of the session you will be able to:• Name the key social media tools• Identify opportunities for using them as part of your marketing strategy• Integrate social media with your online and offline marketing• Develop a content strategy• Measure the effectiveness of your social media marketing• Set up accounts on Twitter and Facebook
Housekeeping• Timing of session – 9.30 to 12.30• Fire Alarm and Fire Exit• Other administration• Introductions
Key points Watch out for …• Can be good for B2C • Not great for B2B• Flexible format – can post • Posts not as visible as you text, links, images, video might think – Edgerank• Good way to engage with fans • Restrictions of how you can do• Good analytics on the site things like run competitions• Demographically targeted • Need to moderate comments advertising • Facebook has a tendency to• Can post offers and promote keep changing/moving things! individual posts (subject to conditions)• Dog’s Trust
TwitterKey points Watch out for …• Can be good for all types of • Very fast medium – average business life of a tweet is about 18• Flexible format – can post minutes text, links, images • You need to tweet frequently –• Good way to engage with fans if you don’t have time then this• Short and to the point might not work for you• If you develop a good, loyal • Limited space in a tweet – following you can have good need to be compelling fast reach • Native analytics and• Shop Scotland advertising only available to big spenders
Key points Watch out for …• Good way to show off your • Can be noisy if you have a lot personal background and skills of connections• Online networking – connect • It’s hard getting people to with other businesses, clients engage with company pages etc • A lot of people don’t visit that• Can be particularly good for often so won’t see your B2B updates• You can add a company page • New endorsement feature may which people can follow be turning into the LinkedIn• You can post updates from you version of ‘likes’ – not and from your company page necessarily useful• Groups – can be useful to join and/or setup
YouTube Google +• Can create your own, branded • Google’s third attempt at social channel media• Big audience but lots of • Could become the B2B version competition of Facebook pages …maybe• Good for ‘how to’ videos • Google say they have a lot of• Can use it to host video which users but most people aren’t you can embed/share using it• Remember to add clear titles, • Worth keeping an eye on it – descriptions and keywords to Google have enough resource help you get found to make it work in the end• PSYBT • Get Social Scotland
Online is not separate toofflineInclude details on:• Business cards• Letterheads• Compliment slips• Email footers• Flyers• Posters• Pop-up banners• Table cards• What else?
Remember• Tell people the name of your Twitter account, Facebook page etc – don’t leave them to guess• Try and keep the same username on all channels• Don’t forget to complete all the bio information including a link to your website
Kittens always getgreat reaction onsocial media butdon’t rely on that asa strategy!
ExerciseTake ten minutes andwrite down all the thingsthat you think yourfollowers would beinterested in hearingabout
Some ideas …• News stories• Hints and tips• Images• Feedback• Sales messages• New products/services• Problem solving• Keep it relevant – if you’re following the Waitrose account you probably won’t be interested in hearing football updates there
Keep it balanced• Remember it’s ‘social’ media – it’s not about you ‘telling’ all the time• Don’t forget to listen!• Sales messages shouldn’t be the bulk of your posts – followers will get fed up of this and you’ll lose them• Put yourself in your follower’s place – why should they follow you? What’s in it for them?
Think back to youropportunities and objectives• Have sales increased?• Do you get more enquiries?• Are more people signing up for your newsletter?• Has your web traffic increased?• Do you have more followers/fans? Who are they?
Some tools to helpTwitter and Facebook Website traffic• Twitonomy • Google Analytics (will not• Twitter Counter only tell you how much• Facebook Insights traffic but also where it’s come from) … and several more!