Everything You Need to Know About
Social Media for Your Business
Get in the Game
Social Success Strategies
Social Media has revolutionized the way we com-
municate with each other and how we interact
with our customers and prospects. Today, people
are more connected and more conversational than
ever before – and at the same time have a higher
distrust of traditional advertising while depending
more on recommendations from their friends to
help make buying decisions.
By leveraging the power of Social Media you will
be able to connect with more people, more pros-
pects, tell your story in a more relevant and mean-
ingful way, deliver better customer service, and
ultimately grow your sales.
Social Media enables you to have an unprecedent-
ed level of communication with your customers
and your prospects and their friends.
As you embrace this communication and use it
to give great service and contribute value to their
lives, customers will love you more, talk about you
more, and help you grow.
Social Media may not be the answer to everything,
but for reaching new prospects and delivering
great customer service, Social Media will help in
This book gives you Solid Strategies for Social Suc-
cess online. With solid how-to tips, training, and
techniques, you’ll be ready to take your business to
the next level.
Here’s the Deal
What Is It?
Social Media is actually two elements, “Social” and
“Media”. The Social part is the communication
itself—the connection with your customers and
prospects. The Media part is the technology—the
social networks online where conversations are
Social Media is not a strategy or a tactic, although
both have their place in marketing. It is a channel
for conversation and communication, which is
difficult to organize and impossible to control.
This is a place to have real, genuine interactions
with actual customers.
On the other hand, Social Media can indeed be
marketing because it can help you introduce your
business to more people. At the end of the day
though, if it does not grow your business, it’s not
worth doing (and growing your business starts
with growing your customer service).
Social Media is much more than another mar-
keting channel. It’s PR, customer service, collab-
oration, thought leadership, networking, loyalty,
brand building, and customer acquisition, all held
together by the glue of community and connec-
Your customers can
easily snap a photo
with their phone,
post it to Facebook
with their comments,
send out a Tweet to
their followers and
comment on Yelp —
all in real time, from
Advertising was the name of the old system. It was
based on interruption marketing. The idea was to
essentially yell your message from rooftops and
hope for the best. Those with the loudest voice
maybe would win.
That broadcast model of advertising is broken.
Those with the loudest voices no longer win, they
just annoy most people.
We have been bombarded with so many messages
that traditional advertising just doesn’t work as
well as it used to. People know how to ignore ads
with DVRs, caller ID, and spam filters. Paper junk
mail goes right to the recycle bin. The advertising
newspaper, radio, and television once delivered
are losing the battle to iPads, iTunes, satellite, and
The old advertising model sheltered companies
from unhappy customers. If you treated a custom-
er poorly, you may have lost some business, but
your public image remained unchanged.
The reality today is this: 87% of people trust peer
recommendations while only 14% trust advertis-
ing. People understand that real ads cost big mon-
ey and must generate profits, so there is an inher-
ent distrust of traditional brand advertising.
The jig is up.
Out with the Old
Marketing is the name of the new system. It is
based on permission. The idea is that you’ll grow
your business faster by talking to the specific peo-
ple interested in what you do and already looking
for what you offer. You’re just helping them decide
when to buy (now) and from whom (you).
In the new marketing model, everything is avail-
able everywhere. It’s not enough to tell people to
buy; you’ve got to tell them why. You have to solve
a problem, provide a solution and satisfy a need.
The new model is about more than just being
online, having a website that takes orders, putting
up a “Follow us on Facebook” button, and being
found on Google. These are great technologies,
but they are still just one-way channels unless you
The new marketing model shelters consumers
from untrustworthy companies. Whether a cus-
tomer is treated well or poorly, that customer can
easily tell thousands of people about their experi-
ence through social networks. Companies can no
longer hide behind the image created by ad agen-
cies. Now your image is created by the customers.
Now marketing decisions are made based on
relationships, peer reviews, word-of -mouth, and
personal recommendations. This kind of infor-
mation flows through two-way channels where
people talk and listen at the same time. If you want
customers to trust and choose you, you have to
engage in the conversations.
In with the New
With Social Media, you have the opportunity to
move your marketing from a one-way broadcast of
your “message” to a two-way conversation with the
people who matter to you most: your customers.
Whatever your customers are saying, you can be
listening so you’ll know about it right away and be
able to respond appropriately and immediately.
What if you could turn your best customers into
Brand Ambassadors – who not only bought from
you, enjoyed the experience, and bought again, but
also told their friends and suggested they do the
Used correctly and consistently, Social Media will
make this happen.
What if your best customers told you what else
they would buy if you sold it? They can. They will.
But you have to ask and listen when they answer.
Today’s marketing is all about social, search, vid-
eo, and email. It’s about being available, providing
valuable information, and earning the right to
a sale. The benefit of this new style is that while
earning that sale, you have likely developed a loyal
customer, and possibly a Brand Ambassador.
The Social Benefits
900 Million Members
800 Million Active Users
People use Facebook to stay
connected to friends and family,
to discover what’s going on
in the world and to share and
express what matters to them.
Businesses use Facebook
to connect with their
customers and prospects
– and their friends.
Business resistance to Social Media is futile and
silly. Your customers are there, your competitors
are there, and your prospects are there. Are you?
Your customers have the ability to snap a photo
with their smart phone, post it with their thoughts
to Facebook, send out a Tweet to their followers,
and write a review on Yelp—all in real time, from
This can be very beneficial if you take care of
them, and very damaging if you do not. And it will
happen whether or not you are resisting getting
into the game.
Your business is already being talked about in
Social Media. Are you part of the conversation?
People with questions now go to the social net-
works for answers. When they get there, will you
be waiting, ready and available, approachable and
People looking for answers go to search the inter-
net looking for experts.
You have the experience that makes you an expert
– so make sure you get found!
Resistance Is Futile
550 Million Users
200 Million Monthly Visits
500,000 New Accounts a
At the heart of Twitter are small
bursts of information called
“tweets”. Each tweet is 140
characters long – but don’t let
the size fool you, you can dis-
cover a lot in a little space.
Twitter is a real time information
network that connects you to
the latest stories, ideas, opin-
ions and news about what you
find interesting. You’ll find peo-
ple on twitter sharing informa-
tion you find compelling – it’s
a conversation you can easily
Great companies make mistakes, so do brilliant
entrepreneurs – you might too.
Most people understand this, including your cus-
tomers. It’s a question of how you will respond
to those mistakes when they happen that will de-
termine how your customers, prospects and even
Because of the way the Internet, Smart Phones,
and Social Media have revolutionized communi-
cation, it’s no longer possible to sweep mistakes
under the rug and hope they go away.
Mistakes will be reported in detail immediately,
the report will last forever, and will be nearly im-
possible to erase. Welcome to the age of complete
transparency and full disclosure. This makes it
critical that you are able to respond immediate-
ly and respond well if (when) something goes
The people who are likely to talk online about a
misadventure with your brand typically also talk
even more about the positive way you fixed it. You
have to be part of the conversation - or at least lis-
tening to it - in order to do the right thing.
You may have a dealing with a single customer
online and it mat not seem like such a big deal
until you realize that there are many people listen-
ing and watching to see if you do the right thing.
It’s OK to
800 Million Monthly Visits
2 Billion Views a Day
YouTube is a video sharing
website which allows billions
of people to discover, watch,
share and post originally creat-
With over 72 Hours of video up-
loaded every minute, YouTube
provides a forum for people
to connect, inform and inspire
others across the globe and
acts as a distribution platform
for original content creators and
advertisers large and small.
In many respects Social Media is like a giant party:
there are many conversations going on and differ-
ent groups of people having them. Find the ones
who are talking about what you’re interested in,
join them, and exchange ideas.
Social Media is an online conversation that is open
to anyone with an Internet connection and an
opinion. The conversation is real, complex, organ-
ic, and human. Social Media is a dialogue, not a
monologue. It is real people talking to real people.
Don’t hide behind your brand; get in front of it.
This is where you can humanize your brand and
put a face on your company. Ask questions. Give
Social Media is free, real, transparent, and authen-
tic. For a company, “engaging” in Social Media
(not “using” it) means discovering the conver-
sation, participating in it, contributing to it, and
ultimately influencing it.
The big rule in Business Social Media is; “Be Real”.
Talk to people like they are people who matter –
because they do.
This Is the
150 Million Registered
90 Million Mthly Visitors
2 New Members a Second
2 Million Company Pages
LinkedIn is the world’s largest
professional network with over
140 million members and grow-
LinkedIn connects you to your
trusted contacts and helps you
exchange knowledge, ideas
and opportunities with a broad-
er network of professionals.
LinkedIn profiles show at the
top of search results letting
you control the first impression
people get when searching for
Facebook is about friends and family. Facebook is
where so many people are, it’s where you need to
be, as a brand or company, to be found when they
As customers join your business page you have the
opportunity to interact with them, and by exten-
sion, become known to their friends.
LinkedIn is about business. It’s the new Rolodex
and the modern resume. You will find groups built
around what you do. Join them and participate in
the discussion when you have something valuable
Twitter is text messaging for adults. It is a giant
river of information. As you grow more comfort-
able with it, you will learn how to search for rele-
vant people and topics.
YouTube is modern-day television. It is the #2
search engine after Google. It’s not replacing cable,
but supplementing it.
People want to watch the Internet not read it and
YouTube is where they can watch you and your
company in a personal and intimate way, if you
This Is the
170 Million Registered
60 Million Monthly Visi-
Google+ brings together a
number of networking ele-
ments in one place; Circles are
groups of friends, Hangouts
are multi-person video chats
and Google continues to add
features geared to organizing
With over 100 million users, the
addition of Brand pages, and
high search-ability, Google+
is a key player in the online
marketing ecosystem and an
important element of your busi-
ness marketing strategy.
1 - Listen:
Pay attention to what’s being said.
2 - Converse:
Join in and be a part of the conversation.
3 - Contribute:
Add content and be of value.
4 - Connect:
Engage people and add them to your list.
5 - Convert:
Win the customer and earn the sale.
of Social Media
20 Million Registered
2 Billion Check-ins at
over 750,000 Businesses
Foursquare is a location based
social networking website for
mobile devices, a free app that
helps people make the most
of where they are. People use
Foursquare to share the places
they visit and offer tips to their
friends about what’s good - or a
Foursquare offers businesses
- ranging from local merchants
to global brands - a unique way
to connect with their customers
You have to be aware of the conversation before
you can participate in it. Learn the ropes. As with
anything else, there is a certain amount of lingo
and behavior unique to the Social Networks and
It’s not rocket science, and you will catch on in no
Listen by setting Google Alerts for your company
name, keywords, and phrases. Search Twitter by
keywords and “hashtags”, and follow everybody
who has something to say about your interests.
Check out Social Mention; it’s like Google Alerts,
but specific to Social Media. Search Google,
Twitter, Social Mention and others for your inter-
ests. Then search for mentions about your business
– and yourself!
Set up your profiles and pages. This is the online
version of a land grab. You’re not able to do every-
thing at once but set up accounts with the same
user names and fill out profiles wherever you can.
This gives you a consistent identity across the vari-
ous social networks, so they’re there when needed.
Simply add a photo or logo, bio or company
description, and contact information.
Build your brand’s presence. It’s important to build
consistent outposts - the profiles and pages that
will help people find you.
Flickr and Picasa are the larg-
est of several online photo
sharing sites all designed to
make posting, hosting and
sharing photos and short vid-
Images on these major sites
are highly indexed by the
search engines (Flickr is owned
by Yahoo, Picasa by Google)
so post photos of your busi-
ness, you and your employees
doing a great job and happy
customers enjoying them-
Once you’ve gotten your feet wet by listening and
setting up profiles on various sites, it’s time to join
in on the conversation.
This doesn’t mean over-sharing or posting or
tweeting and hoping for the best. Follow conver-
sations, listen, weigh in, agree or disagree, make
additional points, and provide new information or
a different perspective.
If someone asks a question, take a minute to
answer it or redirect the question to someone
Do not let all the tools and technology get in your
way; there isn’t anything radically new in Social
Media. You are merely talking with customers
and prospects about their needs and wants while
explaining what you do, are passionate about, and
how it relates to them and the world at large.
One way of getting into the conversation is
by sharing other people’s content. Re-posting,
re-tweeting, or “liking” what others share is the
Internet’s equivalent of applause. It’s also easy to
reply to what people contribute with simple thanks
Post with regularity to show you care and are in
60 Million Registered
Adding a Million New
Instagram is a fun and quirky
way to share your life with
friends (or your business with
customers) through a series of
Snap a photo with your phone,
add a filter to give it a little style
and share instantly and easily.
Instagram allows your custom-
ers to experience moments
in your company’s life, in real
time, through photos - and they
can share those photos with
their friends, increasing your
reach and influence.
As you grow comfortable in social media, you
will want to contribute more to the conversation,
to share what you know. The 80/20 rule certainly
applies here (80% of the response will come from
20% of your effort – and at least 80% of your con-
tent should be about something other than you).
When you post, tweet and share, try to make it
about others. Find great ideas from other people
and share them with your network. (always
acknowledge the source, of course!)
This can be as simple as hitting the share button
on Facebook, forwarding a tweet that resonates
with you, or posting a link to an article, news
story, blog post, or YouTube video that is interest-
ing and valuable.
Do you have some news to share about your com-
pany? Did you just write a brilliant blog post or
put up an interesting YouTube video? Share it but
make sure it is well balanced with other people’s
content. “Me-Me-Me” is still bad manners!
It is nice to be recognized, and feels good to have
information you share validated by your peers, so
do it for others!
In the simplest terms, a blog is
like a website that you frequent-
Your blog is your home on the
Internet, where you can easily
share what’s happening with
your company. There are mil-
lions and millions of blogs in
every shape, size and form.
A website tends to be a static,
electronic brochure that is dif-
ficult to update unless you can
write code or have the IT guy
on speed dial. Blogs are easily
updated and with a little prac-
tice have a very small learning
curve. Blog posts tend to be
short updates but can also be
photos with descriptive captions
or even videos.
Social Media is all about making real connections.
You are forming a bond with people. Let them
know who you are, what makes you tick, why you
do what you do and learn the same about them.
These connections are very valuable. There’s
no telling where they could lead, and you never
know who someone might know. Even if someone
doesn’t need your services at the moment, they
might recommend you to their friends, and it’s
with these introductions that your network real-
ly begins to flourish and your influence begins to
WARNING! Connections can be lost. To truly
engage people and connect for the long term, you
MUST add them to your email subscriber list,
newsletter list, or contact database—any storage
place outside of the networks. Remember: your
Facebook page (and every one of its friends)
belongs to Facebook, not you. Your Twitter
connections belong to Twitter. If for some reason
your account is deleted, suspended or terminated
then “poof” goodbye connections.
If you are providing valuable information in the
form of ideas, training, tips, techniques, inspira-
tion, or motivation—then people are willing to
join your list or subscribe to what you’re offering
and you’ll build the connection!
71 Million Users
40 Million Monthly Visits
Over 27 Million Reviews
YYelp is an online urban city
guide that helps people find cool
places to eat, shop, drink, relax
and play based on the informed
opinions of a vibrant and informed
community of locals in the know.
Yelp is a fun and easy way to
find, review and talk about what’s
great - and not so great in your
world. You’ll find a wide range of
people on Yelp including locals in
the know, visitors who want to get
an insiders view and anyone try-
ing to find a great local business.
True engagement means making a connection that
puts you in control of your network. The simplest,
clearest way to do this is invite people to join your
email list. By signing up, they are saying, “Yes,
send me more”. Understand that when they give
you their contact information, it’s a form of
digital currency and you owe them something
Provide something valuable: a newsletter, a
webinar, a first crack at special deals, a video, a
downloadable white paper, a catalog, or a compli-
Do not abuse this relationship. When you mail to
your list, make sure the content is created with one
thing in mind: what’s in it for THEM? It’s okay to
have an agenda, but people don’t care about what
you say until they know that you actually care
about them. Give, give, give and you will eventual-
ly build a strong, loyal following who consider you
a reliable and valuable expert.
Some of these connections will become your
customers, and some won’t. Treat them all with the
same respect. Be honest about what you offer and
what you get in return. Give clear calls to action,
space out your offers, and make it easy to buy from
There is no longer a difference between your
connections and your customers. Welcome to the
new world. It is awesome!
12 Million Users
Pinterest is a virtual “pin board”
that allows users to create and
manage theme based image
collections such as Events, In-
terests, Hobbies and more. Pin-
terest’s mission is to connect
everyone in the world through
the things they find interesting
via a global platform of inspira-
tion and idea sharing.
Pinterest allows users to share
(or re-pin) images of things that
interest them, with millions of
new pins added every week,
Pinterest is connecting people
all over the world based on
shared tastes and interests.
You have to create your strategy. What do you
want to accomplish by putting this time and effort
into Social Media? Time is your most valuable
resource and this requires an investment of time.
What are your goals? Drive more traffic to your
blog? Have a successful Facebook page? Increase
your Twitter followers? Double your email list?
Generate awareness? Become a more recognized
expert? Increase awareness and build your brand?
Deliver extraordinary service?
Based on the strategies and goals you’re develop-
ing, what are the various ways you can move
What are the Social Media tools and platforms
that will best support you?
If you create powerful reasons to invest energy
into Social Media and have a goal in mind, then
you’ll do it, stick to it and even enjoy it!
People ask about the ROI of Social Media – can
you measure it? The ROI of Social Media is that
you still get to be in business in 5 years. As you
get into it, you’ll discover there are many more
quantifiable ways to measure response from Social
Media than traditional advertising. Do it, stick to
it and you will enjoy the results.
Develop Your Strategy
Wordpress and Tumblr are two
of several popular blogging
platforms or tools that make it
simple to create a blog and get
it online in no time at all. Goo-
gle’s “Blogger” offers another
simple (and highly searchable)
drag and drop blogging tool.
The technology allows you to
play around with a blog to get
the feel for it, easily making
changes (deletions or addi-
tions) as it becomes more
In the world of Social Media, never forget your
party manners and always remember; somebody
(or everybody) is listening.
You meet people, chat with them, and ask ques-
tions. Then you join the discussion more often,
becoming part of the community. As you do this,
you begin to add value to the community.
You begin to ask questions and trust the responses.
This leads to answering questions and helping oth-
ers. It becomes natural, nice, fun, and easy to do.
Unlike a party, Social Media is not limited by
time, space, or geography. Other people can easily
listen and join in from anywhere, if you give them
a good reason. Your community grows, and your
friends bring their friends, growing your commu-
nity even more.
The most party-like aspect about Social Media is
that it’s fun. In the beginning it might feel like a lot
to figure out and keep up with, but don’t worry, it
will get easier!
You will come to enjoy this new world, especially
as you watch your business grow!
You’re at a Party.
Copyright 2007-2012 All rights reserved.
Soci@l, Soci@lJumpstart and SocialJumpstart are trademarks and tradenames
exclusively owned by Moose & Wallaby Consulting, Inc. and Social Jumpstart, Inc.
All other marks are owned by the respective third parties.
This book has been created from some of our extraordi-
nary seminar and workshop material as part of the 2012
Video Training Series.
If you’d like to stay in touch and up to date with
the latest version, join us at
Social Success Strategies
Social Media for Business
Written by Mike Wolpert and Jordan Louis,
Produced and Designed by Peter Ivory