Brian groth’s quick guide to social media
Upcoming SlideShare
Loading in...5

Like this? Share it with your network


Brian groth’s quick guide to social media

Uploaded on

A few tips for earned media, owned media, and paid media

A few tips for earned media, owned media, and paid media

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    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. Brian Groth’sQuick Guide to Social Media
    May 2010
  • 2. Overall Guidance: Earned Media
    (Earned Media=Facebook, Twitter, YouTube, Fickr, Foursquare, etc.)
    Be yourself:
    A real picture of you or the team behind the service’s online profile (such as
    Use your own voice; don’t speak like a press-release
    Remember that this is relationship marketing
    Think of your strategy:
    Social media efforts are long term
    Focus on your target segmentation
    Solve the real needs of your community (people on different services have different needs)
    Amplify existing efforts (leverage your owned media)
    Be cost efficient (think of your ROI)
  • 3. Overall Guidance: Earned Media
    No hard sales – support your customer, create something fun, etc.
    Listen and share – it’s a two-way thing, not a one-way channel for your message
    Let your customer be the hero/celebrity
    Follow/”friend” your customers
    Acquire customers/friends/fans/followers:
    Share good, but relevant content
    Reward followers with special offers
    Re-tweet/like/share what your influentials in your industry say
    Get your content shared/re-tweeted:
    Name a follower or two in a tweet or comment
    Give away stuff for re-tweeting/sharing your comment
    Share breaking news
    Use to shorten URLs (& track them)
  • 4. Overall Guidance: Earned Media
    Drive traffic to your site
    Share the same content multiple times (1 per major time-zone)
    Pitch ideas to your community, asking for feedback
    Have your profile point to your site or blog
    Create unique metadata for your tweets (once released)
    Read the comments on your Facebook wall, your blog, etc.
    Create Twitter lists to follow/listen to influentials
    Use TweetDeck, Seesmic, or other always-on tools to participate
    Use these same tools, plus Twitter Search,, or others to track your brand
  • 5. Overall Guidance: Earned Media
    My Profile Examples:
  • 6. Overall Guidance: Owned Media
    (Owned media = your own web site, like
    This is your web site with your message
    Include your own blog, regularly updated (like
    Reuse content from your social media via Twitter @Anywhere, Facebook Open Graph, Messenger Connect, and embedded YouTube videos
    http://www.briangroth. com/
  • 7. Overall Guidance: Paid Media
    (Paid Media = advertisements)
    Use ads to drive traffic to your owned and/or earned media, depending on your strategy
    Have the ad (image or text) match the tone-of-voice of the site you’re directing people to
    Example of a theoretical banner ad
    Search ad
  • 8. Useful Links
    Know your Social Currency:
    Twitter for Marketing:
    Facebook for Marketing:
    Facebook Page:
    Good blog posting:
    Words and phrases for Twitter: