Social Media TIps and Tricks: Social Media 101

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A social media 101 deck for people just getting started.

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Social Media TIps and Tricks: Social Media 101

  1. 1. SOCIAL MEDIA 101: A QUICK START GUIDE TO SOCIAL MEDIA Matthew Knell
  2. 2. THINGS TO CONSIDER
  3. 3. Social media is more than Facebook and Twitter    Anywhere where people congregate on line to discuss content should be considered “social media”. This includes social networks, blogs, site comments, forums and more. Some types of audiences and some types of content just do not perform well on one network versus the other.
  4. 4. The bad news     Social media is not FREE and doesn‟t “just happen”. Social media traffic takes time to grow and nurture. Even then, most of your followers won‟t click on your social posts or even bother to read them. Your future social audiences don‟t know you exist: You need to them and bring them to find you.
  5. 5. The good news    Social media can be a strong and reliable source of traffic to your sites. Once you‟ve built an audience, most of them stick around, and continue to grow your traffic over time if you keep them entertained. The ones who really care about you and your content will recommend you to their friends.
  6. 6. The 5 W‟s of Social Content Distribution      Who is your audience? What kinds of content are you sharing? Where are you sharing your content? When are you sharing it? Why are you using this in the first place?
  7. 7. Who is your audience?    Who are the people most likely to be interested in your content? Is there a particular demographic (age, location, income level, experience) that you think would like your content? Ideally, you will select and share content on social media based on the audience you‟re hoping to attract.
  8. 8. What kinds of content are you sharing?      Text Photos Videos Blog posts How will you choose to tell the story of your content? Each social post is like a microstory – and should be told as a complete package all it‟s own.
  9. 9. Where are you sharing your content?  Different networks = different audiences  Facebook = works for most everything consumer Twitter = needs lots of real-time edge / snarky edge – most tweets are pretty much gone from consciousness in 45 seconds, unfiltered and requires a LOT of posts to snag lurkers Google+ = great for SEO, hangouts, tough for engagement Pinterest = best for style, travel, health/fitness and food, gaining traffic strength in other categories Tumblr = best when you can pair strong visuals with simple text (think of it like Twitter+) Vine, Instagram = really great for brand building / photos short videos – no traffic impact yet (no clickthroughs) Stumbleupon = evergreen content when submitted does well here LinkedIn = great for job search, finance, money and other B2B content       
  10. 10. Don‟t forget answer sites / communities        If you have a lot of reference content, don‟t forget communities where people discuss particular topics and provide advice – they may already be sharing your content there. All = Yahoo! Answers, Quora Travel = TripAdvisor Technology = Stack Overlow Crafts = Ravalry Books = Goodreads Joining these communities and being a helpful member can allow you to contribute to the conversation around the content.
  11. 11. When are you sharing it?     Time of day matters. Most people are active on social media during leisure / down times – breakfast, lunch, dinner, primetime, late night, weekends. Posting content during these windows will increase the chance that your content will be seen and engaged with. If you have a global audience, post at these times around the world (i.e. lunch in NY is primetime in the UK).
  12. 12. Why are you doing this in the first place?       Traffic to your site Customer service Offers and deals Starting conversation / relationship building If you have set goals in mind, you‟ll be better able to plan your content ahead of time. If you don‟t have set goals in mind, it makes it much harder to be successful.
  13. 13. GETTING PEOPLE TO NOTICE!
  14. 14. People are everything  Key question: Who should people care about you or your content and why should they care?      If you can‟t answer this question, your content isn‟t working. You have to “sell” your content to inspire interest and build incentive, and ultimately shares and retweets. Their shares are what help to grow the reach of your content and audience size. Social media distribution is based on the fickleness of human beings – meeting their emotional and information needs inspires loyalty. Remember, you’re talking to people, not robots or algorithms.
  15. 15. How to make friends and influence Tweeple…      Twitter is really great for having relationships with people who you share interests with. Trade follows and trade content - when you share other people‟s content, they are more likely to share it back. Think of Twitter as a giant party – you want to start conversations with some people, and not with others, and vice versa. Use Twitter search as a starting point to find people similar to you. Other great tools for searching for likeminded people: Topsy, WeFollow, SocialMention.
  16. 16. Owned media   Got a newsletter? Postcard? A website? Business card? Signature file? Anything you “own” that you can include your social channels on is a good opportunity for you to make some new friends!
  17. 17. Making friends in the real world   As lo-fi as it sounds, making friends in the realworld and telling them about your social channels is still really effective. Conferences, meetups, other gatherings are still a great place to spread the word about the great work you‟re doing on social media.
  18. 18. “What‟s your one thing?”  When you ask someone to follow your social accounts: What is the one thing that makes you special?  If someone followed your social content, what would *they* say you‟re about?   Making yourself unique and special helps to make you stick out.
  19. 19. How will your social channels “be human”?  Invent a persona - create a real person with demographic characteristics. Who would it hang out with?  What clothes would it wear?  What kind of music would it listen to?  This helps you to find out what kind of brand voice you‟re looking to represent.  In some cases, this will be you. 
  20. 20. “Create a channel plan”      Each social channel has a best use case. Develop a content calendar. Think of your social channels as “TV Networks” or radio networks where you‟re playing the DJ. Decide what kinds of content will go where and how often. Think of things users might be thinking about when you post content (i.e. if it‟s 8pm, they may be watching TV) and try to post content that relates to that.
  21. 21. A content audit  Is there a logical business need for using this platform?  Consider curation and copyright concerns.  How do you want to tell your story?  What are you already doing on other social platforms?  What device do you want your users to find you on?  Who on your team will manage these accounts?  How can this fit within your existing content calendar?
  22. 22. QUICK NETWORK OVERVIEWS
  23. 23. Facebook by the numbers  More than 1 billion monthly active users*  More than 61% of active users log on any given day*  Half-life of a Facebook link is 3.2 hours***  On average, 16% of page/user posts get seen by fans/friends**** * Facebook corporate stats (http://newsroom.fb.com/Key-Facts) ** Facebook Q4 2012 investor deck (http://www.scribd.com/doc/123034877/Facebook-Q4-2012-Investor-Slide-Deck) *** bit.ly blog, Sep 2011 (http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay) **** Facebook Explains How Often Your Posts Actually Get Seen (http://www.huffingtonpost.com/2012/02/29/facebookposts_n_1311330.html)
  24. 24. Facebook page
  25. 25. Personal profile
  26. 26. Post insights
  27. 27. Facebook algorithm factors  Whether you interacted with an author‟s posts before: If you Like every post by a Page that Facebook shows you, it will show you more from that Page.  Other people‟s reactions to a specific post: If everyone on Facebook that‟s shown a post ignores it or complains, it‟s less likely to show you that post.  Your interaction with posts of the same type in the past: If you always Like photos, there‟s a better chance you‟ll see a photo posted by a Page.  Complaints: If a specific post has received complaints by other users who have seen it, or the Page that posted it has received lots complaints in the past, you‟ll be less likely to see that post.
  28. 28. Link posts Reach: Moderate Engagement: Lower, unless content is controversial Clicks: High
  29. 29. Photo posts Reach: Moderate to High Engagement: High Clicks: Low
  30. 30. Status posts Reach: Very high (and as real-time as Facebook gets) Engagement: Depends on content Clicks: Can be every high if you include a link
  31. 31. Facebook best practices  Select your posts based on the likelihood to start conversations  3-5 posts per day if you have content for them. Mix status posts, photos posts and link posts for varied impact.  Keep your Likers engaged.  Ask questions and inspire responses in your post copy.  Tag your social links with bit.ly  Schedule content to run after business hours and during times when your audience is likely to be idle.
  32. 32. Use the native Facebook Scheduler Click the clock on Facebook page you have admin rights over to get the scheduler
  33. 33. Positive post engagement  Like - The simplest social interaction, just requires a click to register your approval, typically equivalent to a visceral reaction  Comment – people leaving comments on your content (now includes photos)  Share - possibly the most valuable interaction – someone values what you‟ve done enough to show it to their friends  Tagging - Placing individuals or entities within a post via „@‟ tagging (only available in Native scheduler)
  34. 34. Negative post engagement Hide - Someone didn‟t like what you posted and have hidden THAT post you from their timeline.  Hide all (soon unfollow) - Someone has decided to hide ALL of your page post – worse than an unlike, they become a content zombie  Mark as spam – contributes to your spam score for all posts, results in less frequent visibility for your posts 
  35. 35. Cover photos as good visuals
  36. 36. Twitter  200 million active users*  40% of active users don‟t tweet, read other tweets*  92.4% of the retweets happen within the first hour**  Half-life of a Twitter link is 2.8 hours***  Tweets are on screens for probably around 45 seconds and after that gone forever. * Twitter internal stats, (https://business.twitter.com/basics/what-is-twitter/) *** bit.ly blog, Sep 2011 (http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay)
  37. 37. Twitter lingo       Tweet – 140 character maximum message that shows up in your followers feed Follow – To subscribe to updates from a Twitter account Handle / username – How you are known on the Twitter service (prefixed with a @ sign – i.e. @matthewknell) Profile – Where people can follow you and read your public updates Reply – When a Twitter user writes a tweet directly at your Twitter handle or you‟d like to do the same to them Mention(@) – When a Twitter user mentions your Twitter name in a tweet that is not directed to you.  Retweet – When a Twitter user shares your tweet with their followers  Favorite – Becoming similar to a Facebook „Like” - when a Twitter user
  38. 38. A reply • The username has to be the FIRST thing in a Tweet
  39. 39. A mention • Mention a username ANYWHERE in the Tweet
  40. 40. Retweets Old style New style
  41. 41. Modified tweets  When a rewrite of a tweet is necessary to share and exemplify a point, or fit within 140 characters, tweet will often start with “MT” to indicate you‟re paraphrasing. Original tweet Modified tweet
  42. 42. About sourcing content If the content isn‟t created by you, it‟s appropriate and polite to cite the username of your Twitter source (adding their Twitter name to the tweet also makes them aware that you‟re using their content)  If you can‟t RT or MT as per the previous slides, add a “via” at the end of your tweet. 
  43. 43. Using photos in tweets As a default, Twitter will preview an image you publish when you upload directly Twitter.  Early studies have shown this helps engagement. 
  44. 44. About the hashtag  Tweets will often contain words that start with a # (hash sign)  There is no official way to “register” a hashtag – they can be used once or forever.  Most major media will share their hashtag (conferences, TV shows, live events) to facilitate it‟s use.
  45. 45. Hashtags vs accounts • When referencing a permanent entity (a person/brand), use a mention. • When contributing to the existing temporary conversation around an topic, use a hashtag.
  46. 46. Twitter publisher tool  Not available to everyone, but allows you to schedule Tweets through Twitter.com itself Log in with Twitter username at http://analytics.twitter.com
  47. 47. Twitter publisher tool Click blue square
  48. 48. Twitter publisher tool Click “Scheduling” tab
  49. 49. Twitter best practices  Sweet spot for most accounts is between 10-15 tweets per day (not including replies), but as long as you don‟t post in big clumps, you can post as much as you are able to do so.  If people reach out to you via reply, answer them.  Use hashtags sparingly, but definitely when you want your tweet to be part of a larger conversation.  Create compelling copy. Think witty tweets that will capture attention.  Tag other Twitter accounts in your tweets.  Be clear in your intent. The reader should know and trust what they‟re clicking on if it‟s a link
  50. 50. Google+ profile
  51. 51. Google+ Authorship Adding a photo on the SERP pages can help to increase clickthroughs on your content. Tip: Make sure you have a clear, bright photo that makes it easy to tell you are a human being! (Google can tell ;) ). Having no photo at all isn‟t
  52. 52. Google+ brand page
  53. 53. Google+ Knowledge Graph
  54. 54. Google+ Best Practices  Photos get considerably more engagement than other kinds of content on Google+.  Post content around things that are likely to be trending / getting high search volume – you will get traffic from SEO in addition to on page.  Use hashtags – it helps Google to identify what the content is about and index it more appropriately.  Don‟t worry if you don‟t get much on-page engagement – it‟s very challenging.
  55. 55. Tip: Establish a content calendar Inclusive of all platforms, you should establish a “Content Calendar”, a list of what content you will post on which social channel and when.  Helps you to make sure the content you‟re sharing is well written, thought out and meets the needs of your community.  How often you communicate depends on the demands of your community, the nature of your content and the role of the platform. 
  56. 56. When should you respond to people who interact with you?  Short answer - ALWAYS  Long answer -- when you can help  Can you provide an answer within an expected period of time?  Is their expectation realistic?  Is their question a valid one? Or is it just banter / ranting?  Social influence SHOULDN‟T matter.  Remember you‟re speaking to people.
  57. 57. VISUAL SOCIAL NETWORKS
  58. 58. Pinterest
  59. 59. Tumblr
  60. 60. Instagram
  61. 61. Statigram
  62. 62. Vine
  63. 63. Medium http://www.medium.com
  64. 64. CHEAP SOCIAL PUBLISHING TOOLS
  65. 65. Tweetdeck - FREE
  66. 66. Hootsuite - FREE / $9 PRO
  67. 67. Sprout Social - $39 PRO
  68. 68. Buffer – Free (10 posts per account) / $10 awesome plan
  69. 69. Q&A

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