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Social Media Essentials LW.pptx

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Social Media Essentials LW.pptx

  1. 1. Social Media Essentials
  2. 2. By the end of this course you will learn.. • How to create an account on Facebook and Instagram • Who has access and can manage the accounts • How to update your organisations profile information • The basics of what makes a good post • Ways to improve engagement
  3. 3. Setting up accounts
  4. 4. Setting up accounts - Facebook • Set up a personal profile on the app or the website, you have to have this before you can create a business page. • On the app, go to the burger menu (3 lines) on the bottom right corner, then select pages, then create. • You can then name your page and add details such as category, location, and profile and cover photos • inviting friends of your personal profile to like the page. https://www.facebook.com/business/help/1968057156746246?id=939256796236247
  5. 5. Setting up accounts - Facebook https://www.facebook.com/business/help/1968057156746246?id=939256796236247
  6. 6. Setting up accounts - Instagram • Set up a personal profile from the app or website, once that is set up you can switch it to a professional account or create a separate professional account. • Go to your profile and click on the hamburger icon (3 lines, top right of profile) and select Settings. From here you'll see an option to switch to a Business or Creator account. Setting up a business or creators account unlocks additional insights needed to succeed.
  7. 7. Setting up accounts - Instagram
  8. 8. Optimising your profile
  9. 9. How to Optimise your Profile - Instagram Tweak your bio to be compelling • Use your brand voice • Include hashtags • Try emoji’s • Use spacing and line breaks • Only 150 characters long so make it count!
  10. 10. How to Optimise your Profile - Instagram Optimise your profile pic • Use logo ( load at 180 x 180 pixels) Make sure your profile is complete • Name and Username • Website link, or multiple links using a service like Link Tree
  11. 11. How to Optimise your Profile - Instagram Take advantage of Instagram business profile features • Contact information • Category • Actions buttons – Order Food / Book Now /
  12. 12. How to Optimise your Profile – Facebook page Complete your bio and additional information • Use your brand voice • 255 characters to describe who you are and what you do. Optimise your profile pic • Use logo (170 x 170) and cover photo
  13. 13. How to Optimise your Profile – Facebook page Make sure your profile is complete • Name and Username • Website & link to other social media platforms Take advantage of business profile features • Contact information • Category • Call to actions buttons - what will be your CTA?
  14. 14. First Impressions • The appearance of your FB is the first impression a visitor gets. • Cover photo should be a unique image/video/slideshow that represents your brand – Could be a photo of a popular product, your storefront, people that work at your business – clear and high resolution • Profile photo – LOGO – clear and high resolution • Call to action buttons – what do you want your audience to do on your page (better engagement e.g. Shop now / Order Food / Book Now / Send message) – right below the cover - test them and see which one works best.
  15. 15. Optimise for mobile • Putting reviews, information, brands you’ve worked with or other details on your cover photo can work well. • Remember however 98% of people use FB on their phones so make sure everything you do to your profile works on the mobile view
  16. 16. Templates and tabs • When setting up your page you are given a selection of templates from business, services and more. • These templates will assign various tabs to your profile and highlight certain information. • You can also select which tabs are displayed on your page and their order. These range from Events, reviews, Videos or Shop amongst others. The most important tabs should always be first as especially on mobile only the first few will be visible without going into a sub menu.
  17. 17. URL • Your page is the voice of your business on Facebook, and you want to make it as easy as possible for people to find it one of the ways is to Create a Facebook Username which is also connected to your Vanity URL (this way people can type into a web browser and easily find your page (e.g., Facebook.com/CentreforEntre) • This URL is automatically created by FB but can be customised and edited (Edit Page Info section) – FB will let you know if it’s taken but it’s worth trying a few options and see which one works best and claim your name ASAP
  18. 18. Build Your Audience • Invite friends - Customise the invite message and explain why they should like the page • or invite in Messenger
  19. 19. Managing accounts
  20. 20. Managing accounts - Meta Business Suite • Admins can change roles on a page • You can set various different roles: • Admin – Full access • Editor – Can not assign page roles • Moderator – Can respond to and delete comments, send messages as a page, create ads, view insights and see which admin created a post • Advertiser – Create ads, View insights, see which admin created a post • Analyst – View insights, see which admin created a post
  21. 21. What makes a good post
  22. 22. Have you got a quality content conundrum? • What should you post? • What aspects of your business should you show off? • Is your business product or service based? • How do others do it?
  23. 23. What is Quality Content? Quality content is simply: • Research your audience – demographics/needs/obstacles • what does your audience value as meaningful and relevant • Use and speak your audience's language to show you identify with them • Content needs to be well written, have a purpose and can be simple • You DO NOT NEED expensively made visuals – your phone is adequate equipment • tailor your content to suit the platform
  24. 24. What can quality content consist of ? • Product development • Work in progress • New ranges • Inspiration • Behind the scenes • Colleagues & customers • Advocates/products in situ • You might just want to post product shots, but keep it real, and have variety
  25. 25. Write compelling captions Instagram and Facebook may be a visual platforms, but your captions are vital too. They allow you to: • tell the story that makes the photo meaningful • build empathy, community, and trust • or just be funny Develop a clear brand voice so you can stay consistent. Do you use emoji’s in your captions? Is there a style guide that your brand follows? What hashtags do you use? A good set of guidelines will help keep your captions distinct and on-brand. Borrow inspiration from the best copywriters out there. https://blog.hootsuite.com/Instagram- captions-drive-engagement/
  26. 26. Write compelling captions Micro- blogging is the process of writing good Instagram captions that are informational and give your followers a particular take away. These takeaways can help them plan a trip, start a blog, sell a product, and so so much more. https://www.heymarvelous.com/blog/how-to-use-instagram-for-micro-blogging • Brand content works best when people can imagine themselves using your products or services. And it’s harder for people to do that if they don’t feel represented or recognised. Aim for your content to be inclusive in every sense of the word. Celebrate all walks of life but avoid clichés or stereotypes. • Add alt-text image descriptions and automatic captions and follow best practices to make your posts accessible.
  27. 27. Posting Best Practice  Be Consistent. Plan what you’re going to post and when. Consider creating a ‘content calendar’ – Users get a sense of when they are going to hear from you.  Post Timely Content. Piggyback on holidays and events. Great way to getting into the conversation that is happening in real time and your audiences are interested in.  Analysis competitors: What content are they sharing and what can you learn to improve your own content  Keep it short and sweet. Make sure that posts have a central theme and get to the point. People scan posts/pages so short concise and punchy works best.  Share exclusive content. Offer deals unique to your Facebook audience that cannot be found anywhere else. It gives reasons to your audiences to stay engaged with your page
  28. 28. Posting Best Practice  Include a Call to Action. Add links to your content and include headlines that encourage your audience to click. What do you want people to do after they view your post? Do you want them to leave a comment? Do you want them to like your page? Do you want them to click the link to visit your website? Encourage them to do so  Be Authentic and honour your unique voice. E.g. show a behind the scene and show your audience what your brand is really about. Be transparent.  Be engaging. Ask for feedback and always respond promptly to questions and comments. Your page is a two-way street. Your fans are there because they want to engage and interact with your brand. Could you tag someone in your post? Mention them?  Keep your profile up to date. Make sure your keeping your details up to date to prevent confusion.
  29. 29. Pinning your post to top of your page It appears before any other content on the page – when someone arrives to a page this would be the very first post they see – use it to highlight important content for your own audience. You can only pin one post at a time – it’s almost like creating a landing page!
  30. 30. Improving engagement
  31. 31. Post consistently To use your Instagram account for business successfully, you need to show your followers that you’re serious. It’s not enough to just post quality content sporadically. You need to post consistently, so your audience knows they can expect a steady stream of interesting and helpful content from you on a regular basis — making your brand worth a follow. Having said that you, as a business owner also need holiday at times and…sleep. Scheduling content is the answer to that problem. Use a social media management tool, i.e., Business Suite, Hootsuite or Buffer, or many others (some are free, and some are not!). Using a tool not only helps you to stick to a consistent content calendar, but it saves you time and lets you take a break. Hootsuite has created this video you might like to watch https://www.youtube.com/watch?v=lgbf0pSOvmQ&t=19s
  32. 32. Add ‘Call to Action’ on Pages and Posts A call to action is a prompt to get your audience to do something specific. This is the part of your content, ad, or website that invites a reader to act. • On a website, a Call to Action is typically a button, a clickable image, or a link. • You can have call to action button on Facebook business page ? Instagram bio and posts on both platforms • A compelling call to action (or CTA) is key to a strong social media strategy - it can help drive website traffic, increase sales, and improve conversion rates. https://blog.hootsuite.com/how-to-write-effective-ctas/ https://www.andrewmacarthy.com/andrew-macarthy-social-media/instagram-call- to-action-examples
  33. 33. Top tips of CTA’s to use Popular examples are: • Sign up for your free trial. • Download my guide. • Get your free instant quote. Or simple ones like: • Join us • Try for free • Subscribe • Sign up • Learn more • Choose language that can inspire enthusiasm or emotion. • Create a sense of urgency, perhaps limiting the time people have to an offer. • Highlight the benefits to accepting your offer. • Go beyond just stating what your business does and tell them exactly what it can do for them. • Powerful, clear, instructive verbs/ command words are great to use.
  34. 34. Top tips of CTA’s to use Once you grab their attention, you can write your CTA. Caption CTAs often ask for engagement. Using the context of your post as a basis, you can: • Tell them to tag a friend • Ask a question (“what do you think?” “sound off in the comments”) • Direct them to the link in your bio • Ask them to share your hashtag in their posts • Encourage them to tag you in their posts or stories
  35. 35. Grow and engage your audience • Respond to comments and mentions • Grow your tribe • Using hashtags can make your Instagram content easier to find • Promote your Instagram business account on other channels • Collaborate with influencers
  36. 36. Don’t forget to engage with other’s posts • Click the heart to like a post • Comment on a post • Click on the bookmark to save the post • Click the arrow to share the post
  37. 37. Over to you • Head over to https://www.instagram.com/cosmic_uk/ https://www.facebook.com/cosmicuk What do you like about the pages? What do you not? Do you see call to actions? Replies to comments etc?
  38. 38. Thank you Please complete the feedback form for this course using the QR code or this link. https://forms.office.com/r/6G0cgGKLA1

Editor's Notes

  • Tweak your bio
    Your bio is only 150 characters long. It tells first-time visitors who you are, what your brand is all about, and why they should care. How do you cram so much information into such a small space, while also conveying brand personality?

    Use your brand voice: Convey your personality. Go casual, or professional, or a little bit cheeky, depending on what makes the sense for your business.

    Include hashtags: Instagram bio hashtags are clickable, and are a great way to show off user-generated content.

    Try emoji: These little symbols can help you convey a lot of information in just one character.

    Use spacing and line breaks: Line breaks make your bio easier to read online.

    Optimise your profile pic
    For most businesses, the best profile pic is some version of your logo. Use the same picture you use on other social profiles to help people instantly identify your brand.
    Your profile photo displays as 110 x 110 pixels, but it’s stored at 180 x 180 pixels. Your profile pic is cropped into a photo on the app, so make sure your logo is fully visible in this shape.

    Make sure your profile is complete
    Name and username: These are the only parts of your Instagram profile that are included in Instagram search, so use them wisely. Include your real brand name as well as any variations (like a common abbreviation). Using the same username (or handle) on all social networks makes it easier for fans to find you. – limited to 30 characters

    Website: This is the only spot on Instagram where you can post an organic clickable link, so be sure to include one! Link to your website, your latest blog post, a current campaign, or a special Instagram landing page.

    Take advantage of Instagram business profile features
    take advantage of these business-only options:

    Contact information: Include your email address, phone number, or physical address so fans can connect with you directly from your profile. When you add contact information, Instagram creates corresponding buttons (Call, Email, or Get Directions) for your profile.

    Category: This appears under your name and shows people at a glance what you do.

    Call-to-action buttons: These allow users to book an appointment, make reservations, buy tickets, and more, right from your Instagram profile. From your business profile, tap Edit Profile, then Contact Options, then Add an action button.


  • Tweak your bio
    Your bio is only 150 characters long. It tells first-time visitors who you are, what your brand is all about, and why they should care. How do you cram so much information into such a small space, while also conveying brand personality?

    Use your brand voice: Convey your personality. Go casual, or professional, or a little bit cheeky, depending on what makes the sense for your business.

    Include hashtags: Instagram bio hashtags are clickable, and are a great way to show off user-generated content.

    Try emoji: These little symbols can help you convey a lot of information in just one character.

    Use spacing and line breaks: Line breaks make your bio easier to read online.

    Optimise your profile pic
    For most businesses, the best profile pic is some version of your logo. Use the same picture you use on other social profiles to help people instantly identify your brand.
    Your profile photo displays as 110 x 110 pixels, but it’s stored at 180 x 180 pixels. Your profile pic is cropped into a photo on the app, so make sure your logo is fully visible in this shape.

    Make sure your profile is complete
    Name and username: These are the only parts of your Instagram profile that are included in Instagram search, so use them wisely. Include your real brand name as well as any variations (like a common abbreviation). Using the same username (or handle) on all social networks makes it easier for fans to find you. – limited to 30 characters

    Website: This is the only spot on Instagram where you can post an organic clickable link, so be sure to include one! Link to your website, your latest blog post, a current campaign, or a special Instagram landing page.

    Take advantage of Instagram business profile features
    take advantage of these business-only options:

    Contact information: Include your email address, phone number, or physical address so fans can connect with you directly from your profile. When you add contact information, Instagram creates corresponding buttons (Call, Email, or Get Directions) for your profile.

    Category: This appears under your name and shows people at a glance what you do.

    Call-to-action buttons: These allow users to book an appointment, make reservations, buy tickets, and more, right from your Instagram profile. From your business profile, tap Edit Profile, then Contact Options, then Add an action button.


  • Tweak your bio
    Your bio is only 150 characters long. It tells first-time visitors who you are, what your brand is all about, and why they should care. How do you cram so much information into such a small space, while also conveying brand personality?

    Use your brand voice: Convey your personality. Go casual, or professional, or a little bit cheeky, depending on what makes the sense for your business.

    Include hashtags: Instagram bio hashtags are clickable, and are a great way to show off user-generated content.

    Try emoji: These little symbols can help you convey a lot of information in just one character.

    Use spacing and line breaks: Line breaks make your bio easier to read online.

    Optimise your profile pic
    For most businesses, the best profile pic is some version of your logo. Use the same picture you use on other social profiles to help people instantly identify your brand.
    Your profile photo displays as 110 x 110 pixels, but it’s stored at 180 x 180 pixels. Your profile pic is cropped into a photo on the app, so make sure your logo is fully visible in this shape.

    Make sure your profile is complete
    Name and username: These are the only parts of your Instagram profile that are included in Instagram search, so use them wisely. Include your real brand name as well as any variations (like a common abbreviation). Using the same username (or handle) on all social networks makes it easier for fans to find you. – limited to 30 characters

    Website: This is the only spot on Instagram where you can post an organic clickable link, so be sure to include one! Link to your website, your latest blog post, a current campaign, or a special Instagram landing page.

    Take advantage of Instagram business profile features
    take advantage of these business-only options:

    Contact information: Include your email address, phone number, or physical address so fans can connect with you directly from your profile. When you add contact information, Instagram creates corresponding buttons (Call, Email, or Get Directions) for your profile.

    Category: This appears under your name and shows people at a glance what you do.

    Call-to-action buttons: These allow users to book an appointment, make reservations, buy tickets, and more, right from your Instagram profile. From your business profile, tap Edit Profile, then Contact Options, then Add an action button.


  • Profile photo 170x170 pixels from your computer or 128x128 from your smartphone
  • Profile photo 170x170 pixels from your computer or 128x128 from your smartphone
  • Profile photo 170x170 pixels from your computer or 128x128 from your smartphone
  • Demo
  • Research your audience - look at demographics, their needs, obstacles or challenges do they have? provide them with a solution. Aim to connect to them on an emotional level.

    meaningful and relevant ?
    You should be creating content that makes your audience’s life :
    better
    easier
    or just more interesting.
    does it solve their challenges?
    address specific pain points?
    help them meet their goals?


    Speak their language – what language do they know and use to communicate their needs and challenges? Research this and then use it to show them you understand and identify with them.
  • Research your audience - look at demographics, their needs, obstacles or challenges do they have? provide them with a solution. Aim to connect to them on an emotional level.

    meaningful and relevant ?
    You should be creating content that makes your audience’s life :
    better
    easier
    or just more interesting.
    does it solve their challenges?
    address specific pain points?
    help them meet their goals?


    Speak their language – what language do they know and use to communicate their needs and challenges? Research this and then use it to show them you understand and identify with them.
  • Develop your voice –use their language but you need to write with your own brand voice. Your voice needs to be consistent throughout your content which will help your audience connect with you emotionally, as well as build trust, and identify your social media posts as yours.
    Be positive – a mix of positive and happy, your want to aim for your audience to be excited, and inspired by your posts, but that doesn’t always mean happy posts. You may choose to share your opinion or take a stand on something important to you and your brand. Avoid criticising anyone (or any business) publicly. Criticising others is not only unprofessional but also dangerous - it can draw more negative people to your page and can hurt any trust or credibility you've built with your existing followers.
    Keep it short and simple – people value their time and so should you. Make your content and posts easy to read. Use headings, bullets and lists where possible to make your content or posts easier to scan. Keep paragraphs to only two or three sentences and be concise.
    Use images and videos –help to tell the story more quickly, aids engagement at a deeper level, helps to humanise your brand. Live video features are great – if it makes you feel vulnerable it will give your video a level of authenticity, which is often lacking in high-quality marketing videos. Optimise each piece of visual content for the platform you're posting it on to ensure your message is being shared, and that you look professional.
    Add a call to actions – prompt your audience with what action you'd like them to take next. Without one, most people won’t take any action after reading your content, even if they enjoyed it and derived value from it. CTA’s come in different forms, the most popular are:
    Ask them to like or share your social media posts
    Ask a question they can answer in the comments
    Direct them to another piece of content
    Send them to a landing page
    Direct them to your website
    Get them to subscribe to your newsletter
    Ask them to connect with you on other social media channels



  • Develop your voice –use their language but you need to write with your own brand voice. Your voice needs to be consistent throughout your content which will help your audience connect with you emotionally, as well as build trust, and identify your social media posts as yours.
    Be positive – a mix of positive and happy, your want to aim for your audience to be excited, and inspired by your posts, but that doesn’t always mean happy posts. You may choose to share your opinion or take a stand on something important to you and your brand. Avoid criticising anyone (or any business) publicly. Criticising others is not only unprofessional but also dangerous - it can draw more negative people to your page and can hurt any trust or credibility you've built with your existing followers.
    Keep it short and simple – people value their time and so should you. Make your content and posts easy to read. Use headings, bullets and lists where possible to make your content or posts easier to scan. Keep paragraphs to only two or three sentences and be concise.
    Use images and videos –help to tell the story more quickly, aids engagement at a deeper level, helps to humanise your brand. Live video features are great – if it makes you feel vulnerable it will give your video a level of authenticity, which is often lacking in high-quality marketing videos. Optimise each piece of visual content for the platform you're posting it on to ensure your message is being shared, and that you look professional.
    Add a call to actions – prompt your audience with what action you'd like them to take next. Without one, most people won’t take any action after reading your content, even if they enjoyed it and derived value from it. CTA’s come in different forms, the most popular are:
    Ask them to like or share your social media posts
    Ask a question they can answer in the comments
    Direct them to another piece of content
    Send them to a landing page
    Direct them to your website
    Get them to subscribe to your newsletter
    Ask them to connect with you on other social media channels



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