1. Social Media Recommendations
Afterreview of BookPal’ssocialmedia accountchannels,B|15has prepared thefollowing list of preliminary
recommendations forupgradesand enhancements to theBookPalFacebook,Twitter, LinkedIn,Google+and YouTube
profiles/pages.
Facebook ___________________
 Secure VanityURL: www.facebook.com/BookPal-- alreadydone
 Coverimage considerations:
° Replace withanevergreen(i.e.one withnotime based connection)image highlightingthe companyasa
whole (i.e.values,culture,etc.) ratherthanone product/bookoffering.
- You workwithmore than one publisherandthe image reflectsafocuson a specificbook.
- If everout of stock of a bookor no longerofferingit, the image wouldhave tobe replaced.Consistent
brandingacrosssocial networkstobuildbrand familiarityiskey—souserswill know theyare onthe
rightpage/profileeachtime theyvisit.
- You offerdigital e-booksaswell asphysical booksandthe currentimage doesnotreflectthat.An
audience interestedinonlydigitalofferingsmightnotstayon the page long—usersmake decisions
whethertocontinue onina matter of seconds.
 Editbasic “About”and description informationtoinclude the ideaof “businessbeingpersonal”and that
customerservice elementsettingBookPalapartfromthe competition,suchasAmazon.
 Create variousphotoalbumsaroundtargetindustries(i.e.healthcare,corporate,schools,etc.)andcontent
categoriesortopics(i.e.Marketing,English,Reference) that closelymatchthose onPinterestandthe official
website.
° Thisallowsuserstoquicklybrowse orsee whatisnew in areastheyare mostinterestedin—whichplays
off of the ideathatBookPal offersconvenienceinmore thanone way—incase theydon’tclickonthe
Pinteresttab.
 Overall contentvarietyandtype isreallygood,andhashtagsare beingusedappropriately.B|15proposesthe
followingsuggestionsforcontentposts:
° B|15 recommendsmakingsure shortenedlinksforpromotionsorcampaigns includeparameters before
theyare shortened.
- Most importantfieldsare CampaignSource,MediumandName.
- Toolsto add parameters: URL BuilderandHootsuite.
° B|15 recommends,inadditiontorequestingvisitorsLike the page,BookPal requestvisitorsselect“Get
Notifications”fromthe dropdownmenusopostsshow up in those visitors’feeds.

2. B|15’s proposedcontentstrategy includes:
° Messagingdevelopmentre:whyone wouldpurchase aparticularproduct (i.e.,the benefitsitprovides,
successstats).
° Pollsandsurveys—gatheringinsightintowhatyouraudience prefers.
° Featuredeventswhereproductswere used,showingexamplesof happycustomers/clients.
° Behind-the-sceneslookatcompanyculture,“insidescoop” picturesandnews to“humanize”the brand.
° Industry-relevantquotes,jokes,infographics andthird-partyarticles.
° Postshighlightingthoughtleadership articlesorblogposts to show expertise andbuildtrustwith
consumers.
- “The HybridApproachto Learning:WhyTeachersShouldOfferBothDigital andPhysical Book
OptionsinClassrooms”
- BookReviews
 PostFrequency:B|15 recommendspostingtwiceaday,sevendaysa weektoincrease likelihoodof being
recommendedinBookPal’stargetaudience feed.
 B|15 recommendsadding the followinginitialtabstobe permanentlyhousedon BookPal Facebookpage:
° E-Newslettersign-uptab:Thiswill allow visitorstosignupfor yournewslettersdirectlyfromyour
Facebook page.
- Searchfor a “Static HTML” app.Then, add to andconfigure foryourpage.
- MailChimphasitsown tab app.
° Twittertab forquickaccess to feed –alreadyinplace.
° Pinteresttabforquickaccessto feed –alreadyinplace.
° Instagramtab for quick accessto feed–alreadyinplace.
° Google Plustabfor quickaccessto feed – alreadyinplace.
° Blogtab for quickaccessto the BookPal blog.
- Woobox offers afree CustomTab app forthis. Addto and configure foryourpage.
° YouTube tab forquickaccess to the channel—alreadyinplace.
° Create a customtab for specificlandingpagestofeature acontests,sweepstakesandgiveaways –
alreadyinplace.
 Create Facebooklists andCustomAudiences tosegmenttargetaudiences andnewssources.
° See whatcontent target/lead segmentsare interestedin togetideasforthoughtleadershippieces.
° Quicklybe able to engage inoutreachwithtarget/lead segments,especiallythose importedfromyour
email contactlist.
° Findtrending,relevant news topicstogetideasforthoughtleadershippieces.
 Employee Engagement:Askemployeestolike the BookPal Facebookpage andongoingcompanyposts.
Twitter ___________________
 EditDescriptiontoinclude shortenedlinktoFacebookpage.
 Utilize free TwitterCards—showingquickproduct/book detailspresentonthe website inavisuallyappealing
way. Stepsare as follows:
° Choose a card and fill inrequiredinformation.
° Insertcode on landingpage forthe card—the page to pull imagesfrom.
° Verifythe card.
° Whenyoutweetwiththe linktothat page,the Twittercard will be embedded.
 Create five unique andfive standardhashtags forregularuse,definingcontentthatfitsundereachhashtag
category. Standardhashtagsallowforthe targetingof those whoare not alreadyfamiliarwiththe BookPal
brand,but have an interest inthe topic.Inadditiontothe #FridayReadshashtag,B|15 suggests the following:

3. #BookPalCulture #BookPalSupport #BookPalPromo
#GetSocialWithBookPal (Campaign) #BookPal[Industry] #BookPalEvent
 TweetFrequency:B|15recommendsfive timesperday,varyingacrossthe course of a day,sevendaysa week
due to the fact Twitterhas a shorterlifespanfortweets.
 Employee Engagement:Askemployeestofollow the BookPal Twitterprofile,andfavorite orretweetongoing
tweets.
 Create private liststokeeptargetedaudiencesandnewssegmentedforoutreach ortopicdiscovery.B|15
recommendsthe following:
° NewBusinessProspects
° FormerCustomers/Clients
° Competitors
° Partners
° CurrentClients
° Employees
° IndustryNews Sources
 Followindustry leadersandthose whoyou’dliketoconnectwithfurther. Youcan alsoutilize afollow-unfollow
tactic whichallowsnotificationsof yourfollows tobe showninaprospectsinbox.Prospectsmaythenclickto
see whohas followedthemwithoutyouhavingtoremainafollower.
 Engage withfive followersonce aweekbycommentingon,retweetingorfavoritingtheirtweets.
° Prioritize mostimportanttargets/leadswhenitcomestoengagementefforts.
° Try to vary followers engagedwitheachweektopreventunfollow actions.
 Thank usersforfollowingyouwithin48hoursof the action.
LinkedIn _____________
 ClaimVanityURL: http://www.linkedin.com/company/BookPal
 Include othersocial mediaprofile/pagelinksindescription.
 Revise descriptionto mentione-booksaswell.
 PostFrequency:B|15 recommendsonce aday,sevendaysa week.
 ConnectwithkeypartnersonLinkedIn.Endorse connections toleadthe wayforthemto endorse you. Steps
are as follows:
° Scroll to the SkillsandEndorsementssectionof aconnection’sprofile
° Clickthe name of the skill,orthe + signnextto the skill.
 Page viewersmayalsoviewcompanyemployees’profilestolearnmore. Once LinkedInPublishingplatformis
rolledoutto employees,providebestpracticesandletthemcontribute expertiseontheirprofiles.
 Utilize showcase pages tohighlightdifferentproducts/books,especiallynew arrivalsfortoptargetedaudiences.
The stepsto creation are as follows:
° Loginto the BookPal page as an admin,click“Edit” andselect“Create a Showcase Page”.
° Enter the page name and assignyouradministrators.
° Click“Create”to go intodraftmode.

4. ° Addcontentand click“Publish”.
 Joinrelated LinkedIngroups,andmonitorforopportunitiestoshow yourexpertise.
 Have employeesfollowthe companypage andupdate theirprofilestoshow employmentwithBookPal –some
are alreadylinkedbutmake sure keyemployeesare andthatall have highresolutionprofile pictures.
 Askemployeesto requestrecommendations fromcurrentandformercustomers/clients.Whenapotentiallead
visitsprofilesof those whoworkat BookPal,itwill helptobuildtrustandcredibility.Stepsare asfollows:
° SelectPrivacy&SettingsunderLinkedInphotoontoprightof screen.
° Click“Manage Your Recommendations”and“Askforrecommendations”.
° Selectpositionyouwanttorecommendforandselectconnectionfromaddressbookicon.
° Click“Finished”,addamessage andclick“Send”.
 Followcurrentandpotential clients/partnersforfuture outreach.
 Utilize the “People AlsoViewed”sectiontogetideasonwhat otherinterestspotentialleadsmighthave.
Google+ ______ ______ ______
 ClaimVanityURL: google.com/+BookPaltoreplace current,lengthierURL.
 Update cover image tofollowsame considerations outlinedforFacebookcoverimage.
 EditAboutsectionto mentione-booksaswell.
 Include linktoLinkedInpage inadditiontothe othersocial medialinksinLinkssection.
 Askcurrent/formerhappycustomerstowrite areview onthe BookPal companypage viae-newsletteroremail
correspondence.
 PostFrequency:B|15 recommendsonce aday,sevendaysa week.
 Utilize hashtags(#) similartoFacebookandTwitter, andmentions(@or+) – alreadydoingbutsee Twitter
recommendationsforadditionalhashtag suggestions.
 JoinrelevantGoogle+Communities,andmonitorforopportunitiestoshow yourexpertise.
 Create Circles,similartothe listsyoucreatedforTwitterand Facebook.
YouTube__________________________________________________________________________________________
 EditDescriptiontomentione-booksaswell.
 Optimize videouploadswith keyword-focused tags,descriptionsandtitles.
 Make sure videosare setto Publicinprivacysetting.
 LinkYouTube to Analytics account.
 LinkYouTube to AdWords account foradvertising.
 In Channel Settings:
° Make sure to allowchannel toappearinotherchannels’recommendations
° Include BookPal channel keywords:Books,EBooks,[BookCategories]
° InVideoProgramming:AddwatermarkstovideosBookPal uploads

5. ° Feature newestvideosorthose thatgetmore playson relatedplaylistsBookPal hascreated
° Utilize FanFindertopromote yourYouTube channel
 Feature relatedchannelstotryto capture audiences.
 Create more focusedplaylists arounddifferenttargetaudiences.
 UploadFrequency:B|15 recommends uploadingonce amonth.Visual contentgetsmore engagement,and
YouTube videosare givenpreferenceoverothervideosinGoogle search.
 Make sure to transcriptvideos forthose whoare deaf or who take incontenteasierbyreading.
 Engage withpartnersand prospectschannelsbycommentingorlikingatleastonce a week.
 Employee engagement:Askemployeestosubscribe to BookPal YouTube channel,andlike ongoingvideo
uploads.
Instagram _____________
 EditDescriptiontomentione-books.
 Use specifichashtagsinposts.If toogeneral,othersmayhave usedthe same hashtag. – Alreadydoing.
 Researchpopularhashtags beingusedtosee if BookPal cantie ina brandimage withthat hashtag.
 Encourage othersto use BookPal hashtagsto be featuredonthe BookPal account.
 LinkInstagramto Foursquare,andattach imagesto a specificlocationwithgeo-taggingtotargetlocally.
 Use filterstocreate more visuallyappealingpictures—abluetone andlow saturationseemtoworkbest.
 UploadFrequency:B|15 recommendsuploadinganimage once aday, sevendaysaweek.
 Create a theme forcontentand be consistent—tell the brandstorywiththe imagesandshare sneakpeeksor
behind-the-scene photos.
 Utilize Overgram,whichallowsBookPal toaddtexttoInstagramphotos.
° Overgramisa free app,includes10fontsand will place awatermarkonyour image.
° In-apppurchase of $0.99 will remove the watermark.
° For over225 fonts,a choice of a varietyof stock backgroundsandadditional customizationoptionslike
more than justsquare cropping,youcan downloadthe original appcalledOver.
 Give creditforany user-generatedcontent.
 Engage withfollowersbycommentingontheirimagesorfollowingbackat leastonce a week.
 AskquestionsincaptionsandwhenBookPal respondstocomments.
 Utilize IconoSquare/StatigramorShortStack forContestToolkit.
° IconoSquare pricingisnotreadilyavailable onthe site.One mustrequestaquote.
° ShortStackpricingrangesfrom$23 to $99 permonthfor non-enterpriseversions.
Pinterest _____________
 EditDescriptiontomentione-books.
 Create boardscategorizedfordifferenttargetaudienceinterests –alreadydone.
 Include hashtagkeywords inPindescriptionsandcomments.Suggestionsinclude [#NameofBook] or
[#CategoryofBook]. Pinterestcollectionsare startingtosurface inorganic searchresults.
 Followindustryleaderorrelatedaccountsandboards. Pinterestallowsyoutobrowse bykeywordandcategory.
 Invite guestpinnerstopinfora weekonyouraccount, so theirfollowerbaseswill be introducedtoBookPal.
 Invite followerstocreate and submitfan-curatedboardsusingspecifichashtagsinthe pindescription.The
winner’sboardgetsaddedtothe BookPal businessaccountpage.
 Everypinshouldhave a small BookPal watermark.Asthe image getsre-pinned,evenif the descriptionis
changed,the BookPal name isstill seenbynew audiences.

6.  PinFrequency: B|15 recommendspinning once aday,sevendaysa week. There canbe a shortlifespanforpins
if a userisfollowingagoodnumberof accounts and boards.
 B|15 recommendsre-pinningonce aday,sevendaysa week.
 B|15 recommendscommenting onandlikingthree pinsaday,sevendaysaweek.
 Employee engagement:Askemployeestofollow the BookPal accountaswell aslikingandre-pinningongoing
pins.
Tumblr_ _____________
 EditAboutsectionto mentione-books.
 EditBookPal theme sohas backgroundimage thatrepresentsthe brand.
 Postsshouldgenerallybe more long-formlike ablogpost ratherthanjust one image witha caption.
 Tags can be furtherutilizedwith creationof categories fromtagsa usercan clickon underthe BookPal profile
image—souserscanquicklyreadorview informationandimages ontopicstheyare mostinterestedin.
- Loginto Tumblr,clickon gray cog symbol andclick“Customize”.
- Click“Pages”and click“Adda Page”.
- Choose RedirectfromdropdownmenuandenteraPage URL.
- ClickRedirecttoand enterhttp://<blogname>/tagged/<tagname>.
- Tick the box labelled“Show alinktothispage”and enterthe textthatwill appearonscreen.
- Click“Create page”to add the page to the blog.ThenClick“Save”and“Close”.
 Tumblrhas more of a teenaudience—notreallyBookPal’s audience—butBookPalcanfollow industryleadersor
potential leadspages.
 Engage withpartnersand prospectpagesbyre-bloggingorlikingpostsatleastonce a week.
 Employee engagement:Askemployeestofollow BookPal’spage,andlike orre-blogongoingposts.
Early Growth Strategies
To be implemented afteraccountupgradesarefinalized:
 E-blast development:Afteryoursocial accountsare finalized,B|15recommendsdraftinganemail blastforyour
internal teamaswell asyour external contactsannouncingyourupdatedsocial mediachannels.
 Email signatures:B|15 recommends askingall employeestoincludelinksto BookPal’ssocial mediaaccountsin
theirsignatures.
 Website badges:B|15 recommendsaddingahyperlinkedbadge foreachsocial networktothe bottomof
BookPal’sofficial website.
 Contests:Create a website landingpage tocoincide withPinIttoWin It contestsacrossall platforms.
 Marketing materials:B|15 recommendsaddingsmall Facebook,Twitter, LinkedIn,YouTubeandGoogle Plus
logosand QR codesto the respective social mediapages/profiles toBookPal’smarketingcollateral,making
potential connectionsaware of yoursocial mediapresence.
 Social advertising:Afterall accountupdatesare finalized,B|15will draftFacebook,TwitterandLinkedIn ads
targetingyourkeyaudience.Eachad will be continuallymonitoredforeffectiveness.Newadswill be presented
for yourreviewonan ongoingbasis.
 Social Management:Utilize Hootsuite toschedule posts/tweetsinadvance,monitorperformance inanalytics,
and findbrandambassadorsto follow(i.e.forthose whofollow BookPal,one cansee KloutScore whichisone
measurementof influence). Bufferisanotheroptionforscheduling,which alsoprovidessuggestionsonwhatto
post/tweetfrompreviouslyposted/tweetedcontent.

7. # # #