How to Use Social Media in Business


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The basics of using social media for marketing small enterprises or organisations.

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  • How to Use Social Media in Business

    1. 1. Housekeeping • Introduction • Bathrooms • Daily Schedule • General
    2. 2. Social Media
    3. 3. Definition of Social Media social media noun noun: social media; plural noun: social medias websites and applications that enable users to create and share content or to participate in social networking.
    4. 4. Social Media Today • Part of lifestyle • All ages • Part of business • All consuming • Cannot be ignored
    5. 5. Responsible Use of Social Media
    6. 6. Is social media taking over our lives?
    7. 7. Personal Responsibility • Assume that EVERYONE has access to your profiles • Use discretion with pictures and content • Assume that others will use your content for harm • Assume that there ARE predators • You are responsible for inappropriate content
    8. 8. Corporate Responsibility • Privacy policy • SM Manager to monitor and moderate • Best practice • Copyright issues • Branding • Crisis communication plan • Code of conduct for staff
    9. 9. Online Marketing
    10. 10. Employees using social media for official purposes: • Official use only • Clearly defined message • Legal, ethical and respectful • Beware of online communication activities, which could bring the company into disrepute • No personal details • No confidential info • Accuracy • All statements to media to be approved
    11. 11. Guidelines for employees using social media for non-business purposes: • Equipment and site use • Electronic communications policy • Confidentiality • No company logos on personal profile • No company rants on personal profile • Personal privacy settings • Code of conduct
    12. 12. Dangers Social-Media-2013-12-15
    13. 13. Public Responsibility • POPI - The Protection Of Personal Information bill was passed into law late 2013 - POPI's purpose in life is to limit, control, and legislate the use of your personal information by others. POPI exists to protect you from spammers, telemarketers, junk-mailers, and identity thieves. POPI protects your privacy and personal security. Information is the raw material of our age and criminal activity that surrounds it is scary. Your personal information can be sold, stolen, used, misused, altered, and resold compromising your individual privacy and security.
    14. 14. Public Responsibility • Disclaimers - Twitter disclaimers won’t save you when questionable social media use gets you in hot water at work. It doesn’t have any legal effect. It wont prevent your employer from firing you if you say something that reflects badly, and it wont prevent people from associating your views with your employer. By tweeting or retweeting, you are disseminating information and there are legal liabilities and risks. If any of your conduct, online and off, is deemed harmful to your company’s brand or reputation, you can be fired.
    15. 15. Public Responsibility • Stick to company policies/privacy policies, etc.
    16. 16. The Law Down on Social Media
    17. 17. Facebook
    18. 18. Setting up a Business Page • •
    19. 19. Work through the wizard
    20. 20. Updating company details
    21. 21. Update page info
    22. 22. Fill in the blanks/vanity URL
    23. 23. Create a look and feel
    24. 24. Cover pic and profile pic
    25. 25. Navigating around the platform
    26. 26. Marketing tips What is Facebook? Facebook is a popular social networking site that allows you to make connections, share interests and join groups. It is the largest social networking site in the world with over 1 billion users, 70% of which are outside of the United States. The average user has approximately 130 Friends on their page. Facebook can be an effective tool for connecting people. Like most social media tools, we can use Facebook to expand our online footprint and engage with customers directly.
    27. 27. Marketing tips Facebook for Business Facebook is a key player in the social media industry. It is a powerful platform for word-of-mouth marketing. Business Pages are great as they display in global search results, which is why you need to write these pages according to the principles of keyword rich Web writing. Other users become fans (through the “like” button) of the site, an action that is announced to their friends via the Updates news feed, and allows them to receive updates from the page’s administrators. This should lead to new clients and projects. The new algorithms have made this much more difficult.
    28. 28. Marketing tips 3 Page Types: - Personal Profiles – for individuals - Groups – for groups - Pages – for businesses or organizations
    29. 29. Marketing tips Business Goals for Using Facebook: - To get found by people who are searching for your products or services - To connect and engage with current and potential clients - To create a community around your business - To promote other content you may create such as blog articles
    30. 30. Marketing tips Write a Strategy Write a marketing strategy for your Business Page. Consider what you want to do with it, what media you want to use and how you want to use it. Write down the outcomes you desire and then make sure to measure your achievements and tweak and revise your targets. Use web-writing techniques (headlines and keywords). Fill out your Facebook Page with relevant information about your business, website URL’s etc. Have some photos and relevant videos, some articles, and a logo.
    31. 31. Marketing tips Monitoring Social Media An important part of social media for business is to understand what conversations are happening online related to your industry. FB Insights are a great monitoring tool.
    32. 32. Marketing tips Differences between Business Pages and Personal Profiles: - Pages allow you to allocate multiple administrators, so that you can have different people managing the account. - Pages are public and will rank in Facebook and public search results. - Pages are split into different categories (local businesses, brands, musicians) that help you get listed in more relevant search results. - Personal profiles have friends, which require mutual acceptance, whereas anyone can become a fan of your Page without first going through administrator approval. - Pages give better posting options
    33. 33. Marketing tips Facebook Business Page Mistakes: - Profile Instead of a Page - Not Promoting Your Content on FB - Use the Privacy Controls - Posting a child's name - Mentioning Absence from Home- Unsupervised Use of - Facebook for Young Children
    34. 34. Marketing tips How to Promote a Page - Create an engaging Page - Use the news feed - Draw on your existing network - Make your Page publicly searchable - People Like to Get Something for Nothing - Promoted pages and promoted posts
    35. 35. Marketing tips - Expand your reach by making friends and find your existing connections - Share links to blog content on Facebook and link your FB page to Twitter. - Add FB “like” buttons to every blog article - Network through groups - Answer questions - Be interactive, fun and helpful. - Post regular and relevant updates - Be original and of value and friends will pass on your posts - Make the words count. - NEVER use swearing and be careful of what you say.
    36. 36. Marketing tips Person or Page? The page can function as a person on Facebook because people wanted the ability to function as the page, not as the administrator of the page.
    37. 37. Marketing tips How Often Should You Post on Your Wall? Posting on the weekend and in the mornings and evenings is best for getting engagement for your page. Don’t saturate your audience. There are different opinions, ranging from 2 times a day to 5 times a day. Look at your insights. In terms of the types of content, it varies depending on what you’re doing, and it is best to experiment with different types, including videos, blog articles, and questions. Try different types of content. One of the most popular topics on Facebook is Facebook itself. .
    38. 38. Marketing tips What Is the Best Way to Grow Followers? You need to have something that makes your page stand out. Good content that people want to engage with. Add a call to action to every blog post, to every piece of content that you create, by inviting people to share it on Facebook or “like” it. Followers on average use Facebook multiple times a day or at least once a day. The average user has 130 friends. The average follower has 310 friends. Facebook-embeddable widgets can be found at .
    39. 39. Marketing tips Experiment on Facebook Facebook changes all the time, and people are slow to adopt new things. So, if you're the first one out there, you have the opportunity to get a leg up against other people. Subscribe to social media sites and stay up to date. Read and play. Help for Facebook Page .
    40. 40. Posting content • Status updates • Questions, events, special offers • Highights • Pin to top • Tagging • Working with albums • Scheduling • Hashtags
    41. 41. Integrating your account with Twitter •
    42. 42. Latest Facebook changes • New single post timeline • Drop down tabs • Info on the RHS • Less posts being shared due to new algorithms
    43. 43. Facebook ads
    44. 44. Facebook ads
    45. 45. Facebook ads
    46. 46. Facebook ads
    47. 47. Facebook ads
    48. 48. Facebook ads
    49. 49. Google+
    50. 50. Google+ drop down menu
    51. 51. Google+ Company Page
    52. 52. Company Page
    53. 53. Company notifications
    54. 54. Company home page
    55. 55. Completing profile
    56. 56. Creating a look and feel
    57. 57. Cover, profile photo and info
    58. 58. Navigating the platform • Home • Dashboard • Profile • People • Photos • What’s Hot • Communities • Events • Hangouts • Pages • Local • Settings
    59. 59. Navigating the platform • All • Following • Customers • VIP’s • Team Members • More – Stream layout • Notifications • Share • Search
    60. 60. Circles
    61. 61. Hangouts and #hashtags
    62. 62. Posting content
    63. 63. Marketing tips • Share lots of photos • At you can create a custom URL • Create a catchy mini bio • Engage with your audience • Use the +1’s • Participate in Google Hangouts • Commenting and re- sharing seems to happen at a higher rate, so join in • Be active in communities • Ask questions • Every Google+ post is a unique URL. Cross-promote them on Twitter, Facebook, Pinterest, even email.
    64. 64. Marketing tips • Create a Google+ badge • Use keywords for the search engines • Mention people and pages that you are following by typing their name after an @ symbol • Add hashtags to your Google+ updates to help them receive wider exposure • Be patient •
    65. 65. YouTube
    66. 66. Completing profile
    67. 67. Navigating the platform • Home • Videos - uploaded • Playlists • Channels – that you follow • Discussion – share your thoughts (updates) • About - bio
    68. 68. Navigating the platform • Subscribers • Views • Video Manager • Setting • Discussion – share your thoughts (updates) • About - bio
    69. 69. How to start a branded channel
    70. 70. Content • Strong video content marketing strategy • Create strong and soft calls to action • Thumbnails are shown to increase search clicks • Create playlists for different types of videos on your Channel • Engage • Cross promote on other SM platforms • Ask for subscribers • Short and sweet • Tell stories
    71. 71. Content There are four types of tags that you can use on your video content to gain visibility through search. • Title tag of your video – make your video title compelling, with appropriate keywords • Video description – Tell what the video is about in two to four sentences, but leave some mystery. Include relevant keywords and use calls to action and sitelinks • Video keyword tags – Keep these tags balanced between your SEO strategy and keywords that relate directly to the video • Video category tags – Pick from the labels most relevant to your content as users may search through categories to find new videos relevant to their interests
    72. 72. Twitter
    73. 73. Set up an account
    74. 74. Create a unique URL
    75. 75. Create a look and feel
    76. 76. Navigating the platform - notifications
    77. 77. Me
    78. 78. Direct Message
    79. 79. Direct Message
    80. 80. Settings
    81. 81. More settings
    82. 82. Twitter followers • Follow others - Use Twitter’s “Who to Follow” feature. Choose a few of Twitter‘s highlighted topics or search using your own keywords to find and start following interesting people relevant to your industry. • Use Twitter search • Follow people your followers are following. Once you begin receiving updates from a handful of people, watch to see whom those people chat with by looking at @replies. Maybe it would make sense to follow that person as well. • Follow thought leaders and bloggers. See if any of your favorite bloggers are on Twitter. • Retweet interesting tweets
    83. 83. Twitter followers • Place Follow button on your website • Make your tweets useful resources • Tweet regularly • Engage
    84. 84. Twitter vocabulary • Twitter Handle: Also known as a username. This is the name you select to represent yourself on Twitter. • To Follow: To subscribe to someone‘s updates on Twitter. You do this by clicking the Follow‖button on that person‘s Twitter page ( Their updates will be displayed on your homepage. • To Follow Back: To subscribe to the updates of someone who has recently started following you. It is not required to follow everyone back, but many people like to as it is courteous. • Follower: A person who has subscribed to receive your updates. You can view your total number of followers on your Twitter profile page.
    85. 85. Twitter vocabulary • Update: Also known as a tweet. Each update can be no longer than 140-characters. • @Reply: A public message sent from one Twitter user to another by putting @USERNAME anywhere within the body of the tweet. • Direct Message (or DM): A private message sent from one Twitter user to another by either clicking the message link on their profile or typing @USERNAME. Think of it as Twitter‘s version of an email/inbox. • Twitter Stream: A list of a person‘s real-time updates. Every time you post an update, it goes into your Twitter stream, which is found on your account page. • Tweet-Up: An event specifically organized for Twitter users to meet up and network, usually informally.
    86. 86. Twitter vocabulary • Retweet (RT): To repeat what someone else has already tweeted. Example: Retweet @USERNAME: Check out this cool resource • Trending Topics: Words, phrases, or hashtags that are popular (trending) on Twitter at a given time. These can be organized by location and are updated in real time. • Promoted Tweets: Tweets that have been supported and promoted by paid marketing efforts.
    87. 87. Tweeting - 140 characters
    88. 88. #Hashtags • Hashtag (#): A Twitter tagging system used to aggregate the conversation surrounding an event, topic, or theme. Hashtags can easily be created by combining a # with a word, acronym, or phrase (#WORD) and used as a tag within tweets. • Selecting a hashtag for your own event will be beneficial in a couple of ways – During the event, people often use the hashtag while live-tweeting. The hashtag will tag and aggregate the event‘s tweets, building an online conversation around the event.
    89. 89. Twitter updates • Promoted posts now available in SA • More of a FB timeline look • Multiple pics can be uploaded • Bigger pics – more visual
    90. 90. Pinterest
    91. 91. Set up account
    92. 92. Navigating the platform
    93. 93. Navigating the platform
    94. 94. Navigating the platform
    95. 95. Navigating the platform
    96. 96. Navigating the platform
    97. 97. Posting and sharing
    98. 98. Growing followers • The more you pin, the more followers you get • Pinterest follow button on your website • Comment on other pins • Connect to FB and Twitter • Find friends from other social networks • Follow others
    99. 99. Instagram
    100. 100. Set up account on by downloading the app on your phone. Post and share on your phone.
    101. 101. Navigating the platform
    102. 102. Navigating the platform
    103. 103. Growing followers • Only post your best photos • Don’t post too many photos at once • Use hashtags • Geo tag your photos • Link to FB • Follow others • Comment on other photos • Describe your photos
    104. 104. LinkedIn
    105. 105. @KCCLAVERIA | KCCLAVERIA.COM TIP #1: Complete your profile.
    106. 106. @KCCLAVERIA | KCCLAVERIA.COM Go for it.
    107. 107. @KCCLAVERIA | KCCLAVERIA.COM TIP #2: Use keywords in your profile.
    108. 108. @KCCLAVERIA | KCCLAVERIA.COM Add keywords to your professional headline.
    109. 109. @KCCLAVERIA | KCCLAVERIA.COM Use keywords in your summary.
    110. 110. @KCCLAVERIA | KCCLAVERIA.COM Mention what experience you have.
    111. 111. @KCCLAVERIA | KCCLAVERIA.COM Mention clients you have worked with.
    112. 112. @KCCLAVERIA | KCCLAVERIA.COM TIP #3: Show off key projects.
    113. 113. @KCCLAVERIA | KCCLAVERIA.COM Go to your “experience” section and add links to each role.
    114. 114. @KCCLAVERIA | KCCLAVERIA.COM LinkedIn will show your projects under each role.
    115. 115. @KCCLAVERIA | KCCLAVERIA.COM TIP #4: Connect only with people you know or you’ve met.
    116. 116. @KCCLAVERIA | KCCLAVERIA.COM Connect with colleagues, classmates, friends or people you’ve met at networking events.
    117. 117. @KCCLAVERIA | KCCLAVERIA.COM TIP #5: Customize your message when inviting people.
    118. 118. @KCCLAVERIA | KCCLAVERIA.COM Customize this section.
    120. 120. @KCCLAVERIA | KCCLAVERIA.COM TIP #6: Post consistently.
    121. 121. @KCCLAVERIA | KCCLAVERIA.COM Share links to industry news and your own work, photos, etc..
    122. 122. @KCCLAVERIA | KCCLAVERIA.COM Posting regularly keeps you on people’s radar.
    123. 123. @KCCLAVERIA | KCCLAVERIA.COM TIP #7: Mention people.
    124. 124. @KCCLAVERIA | KCCLAVERIA.COM But only do it when it’s appropriate.
    125. 125. @KCCLAVERIA | KCCLAVERIA.COM TIP #8: Check who’s checking your profile.
    126. 126. @KCCLAVERIA | KCCLAVERIA.COM You’ll find this at the right-hand side of your LinkedIn feed.
    127. 127. @KCCLAVERIA | KCCLAVERIA.COM Check this section to discover new people to connect with.
    128. 128. @KCCLAVERIA | KCCLAVERIA.COM TIP #9: Recommend (awesome) people.
    129. 129. @KCCLAVERIA | KCCLAVERIA.COM Share the love. Don’t be shy to leave a recommendation for people you’ve worked with.
    130. 130. @KCCLAVERIA | KCCLAVERIA.COM Also, don’t be shy about asking for recommendations.
    131. 131. Company Pages
    132. 132. Company Pages
    133. 133. Company Pages
    134. 134. Marketing tips • Make sure that all profiles are completed • Use keywords • Engage in groups • Post regularly • Make your interactions personal • Give useful info
    135. 135. LinkedIn updates • Promoted posts are available • LinkedIn Publisher • Pics can be uploaded
    136. 136. Tips on growing your SM following • Social is not a hard sell • Consistency and timing • Be human • Diversity • Competitions & giveaways
    137. 137. Tips on growing your SM following • Visual • Professional vs personal • Plan • Analyse • SEO
    138. 138. Tips on growing your SM following • Helpful content • Engagement • Build community • Branding • Etiquette • Website widgets
    139. 139. Tips on growing your SM following • Friendly tone • Follow some influencers • Keep updated on SM changes • Consider SM ads • Use apps like Buffer/Hootsuite • Email signatures
    140. 140. Fundraising, Advocacy and Awareness • Tell your stories • Recruit influencers in your SM circles • Call to action • Hashtags • Brand your initiatives
    141. 141. Fundraising, Advocacy and Awareness • Recognize and thank partners, volunteers and donors (tag them) • Convey urgency • Focus on impact/showcase success • Be creative • Ask – clearly
    142. 142. Fundraising, Advocacy and Awareness • Set realistic goals • Offer many ways to participate • Promote posts • What is newsworthy/viral? • Look at trends
    143. 143. Q & A
    144. 144. Social Media for Social Good