A copy of Tina Lange's Social Media Presentation from the 8/2015 SBDC workshop at Eastern Florida State College.

2. About Us

3. About Me!

4. Outline
• Tell us a little about you
• What’s a question you’d like answered today?
Topics to Discuss:
• Why Social Media?
• Which platforms are right for your business?
• Discuss Handouts
• Free graphics tools
• Measurement
• Q&A

5. Your #1 client…
YOU!Personal Business Lesson #1:
It is as important to work ON your business as IN it. Spend
some piece of each day focusing on your brand (or having
someone focus on it for you). This is easier to do when you
are successful and busy versus when you’re desperate for
customers/clients!
…and asking for help is OK!...

6. Why Promote?
PR vs. Mktg.
Companies truly need BOTH.
PR & Social Media:
• Earned endorsement
• More credibility, positions company as an authority
• SM Allows you to be authentic, human and part of real
conversations
Marketing:
• Paid promotion and endorsement
• More messaging control
• May come across less authentic, more “salesy”

7. The Marketing Comm.
Toolbox…
• Website/Blog
• News Releases
• Marketing Collateral (brand
consistency)
• Speaking Opps
(or teach a class!)
• Op-Eds
• Feature Pitches (Ed Cals)
• Custom Media Databases
• Strategic Volunteerism
• Advertising
• Fact Sheets
• E-Newsletters
• Annual Reports
• Promotional Items
• Editorial Boards
• Trade Shows
• Branded PowerPoints
• Press Conferences

8. The
Foundation
Nothing works well independently!
Communication Plan = Critical Step #1
• Identify 2015 Target Audiences for All Segments
• Develop Key Messages for Each
• Identify 2015 PR/Marketing/Social Media
Strategies/Tactics
• Include Current Business Plan – Exec Summary
• Develop 2015 Planning Calendar for all Communications
Tools (events, newsletter publish dates, conferences,
holidays/themes, etc. etc.)

9. Which Social Media
Platforms & Why?
Which social media platforms make sense for your business?
Top Platforms for Business Today:
• Twitter, Facebook, LinkedIn, Instagram, Pinterest, Tumblr
• Google+… fading into obscurity!
• YouTube… making no $ but still a great holding place for
your video.
• Once you figure out your mix – don’t forget widgets!
• Blogging – if you dive in, do it at least every 2 weeks!
• When to pay for social?

10. There is incredible power and opportunity in strategic social
media activity daily. (Magic of 2-way messaging!)
• Facebook – Local Stakeholders, Community Focus
(video and photo are key) – 2-3x weekly
• Twitter – Legislators, Media, International – DAILY
• LinkedIn – C-levels, Influencers, Community Leaders
(group discussions) – 2-3x weekly
• YouTube – vlogs, video is #1 attractor
• Google+, Instagram, Vine, Pinterest, Tumblr, etc. etc.
etc!
Which Social Media
Platforms & Why?

11. Suggestions on
Social MediaTwitter (Daily Posting)
• Grow your qualified following(Follows=Followers)
• LISTEN!(use and watch hashtags strategically)
• Have your online shopping cart ready to go
• Creative Banner Image, Enhance Profile
• More photos/videos to engage followers
• Don’t link to Facebook content – point to website
Click-to-Tweet = if you want to push someone
to tweet about your link – you can pre-
package that message to make it easier on
them – free.

12. Suggestions on
Social Media
Facebook: (2-3x/wk min)
• Be conversational, local, friendly
• No robo messaging or corporate spak
• Use images, tags
• Never ignore comments, beg for likes or post
inconsistent messaging
• Facebook ZERO (organic reach) – almost there
• Tweet tagged suggestions to reporters after they run
industry-related story – offer sources, new angles!

13. Suggestions on
Social Media
LinkedIn: (2-3x/wk min)
• Regular Discussion Group Participation (remember your
target audiences!)
Then there’s: YouTube, Instagram, Pinterest, Tumblr, Vine
Other Thoughts:
• Brand and Competitor tracking G-Alerts vs. TalkWalker..
• GeoFeedia – location-based, realtime social media monitoring
(ex: airport crisis)
• Visuals (literal or created through descriptive text)

15. LinkedIn
• 247M Users (107M in U.S.)
• 2 New Users per Second!
• 200 Countries, 20 Languages
• 40% of Users Check In Daily
• Key Benefits:
• Business Page
• Discussion Groups
• Connections Database

20. Initial Suggestions on
Social Media
Twitter
• Grow your qualified following (Follows=Followers)
• Have your online shopping cart ready to go
• Creative Banner Image, Enhance Profile
• More photos/videos to engage followers
• Suggest not linking to Facebook content – website is
#1
Facebook: Be conversational, local, friendly
LinkedIn:Regular Participation in Groups
Google+: SEO
YouTube, Instagram, Pinterest, Vine!

21. Handout

22. WordSwag App

23. WordSwag App

24. Canva (“for work” coming this week!)

25. Don’t Forget
Infographics!

26. Case Study:
Tailored
MarComm Mix
1. BCA Communications Plan
2. Fact Sheets (3)
3. Press Releases (monthly)
4. Increased Strategic Social Media Posts, Targeted Follows
5. Media Pitches/Op-Eds/Editorial Board
6. Website Newsroom Counsel
7. E-Newsletter
8. Infographics
9. Annual Report
10.Brochures/Rack Cards

27. How to
Measure
BOTTOM LINE RESULTS =
12-MTH TREND!
Give it time!

28. Twitter Analytics

29. Facebook Analytics

30. LinkedIn Analytics

31. Questions?

32. How to Reach Us…
Web:
www.StrategicInkPR.com
Twitter:
@floridaPRjunkie
@StrategicInkPR
Facebook:
Strategic Ink Public Relations
LinkedIn:
Tina Lange, APR

33. Your
Website
Look at your website through the eyes of your
customers/prospects. Then take a look at what your
competition is doing.
• Organic SEO
• WordPress Platform Migration?
• The importance of customer/client testimonials, case studies,
client logos
Get your site professionally done. This is your #1 stop
for all customers and prospects.
Make it reflect your vision!