I'd like to share a little bit about my own philosophy on Social Media as it applies to a business, and most importantly YOUR business. Being responsible for the management of digital content is about more than just having “Likes” and posting pictures – it’s about producing GREAT CONTENT, then building and nurturing the relationships you have with your customers and finally monitoring what they say and actively listening to their feedback.

1. Social Media:
The Way I See It
[ By Katie Malone ] 2013

2. Social Media:
The Way I See It
Everyone has their own idea of what Social Media is and what exactly it is you
2013
are supposed to DO with it.
This is MINE.
At the end of the day I wrote this guide to demonstrate that my knowledge of
Social Media goes beyond just having a Facebook profile and a Twitter account.
[ By Katie Malone ]
So here you have it, my philosophy on Social Media as it relates to a business.
“Social Media is about speaking with, not “to” or “at” people.” – Brian Solis
I’d like to agree with Mr. Solis and think of Social Media Marketing
as just that – a conversation that happens within a community of
Social Media: The Way I See It
people. It’s not just about having “likes” and “followers”, posting
funny pictures or connecting with old High School friends. It’s
about the presence, interaction, and experience you create that
leads to deep customer engagement. Of course this engagement
wouldn’t be meaningful if not for a specific process that ultimately
leads to measurable sales, right? What if I showed you how I
could do that in 5 easy steps? Well ask and you shall receive…

3. create
To be apart of today’s virtual social world you must create...
BUT WHAT?
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Well first, generating content that reinforces and perpetuates
your brand and creates an impression is content that will surely
lead to brand recognition- one of the most obvious benefits for
using Social Media. Well how about this content (with your brand
[ By Katie Malone ]
attached) becoming a means for your company to educate your
consumers and show that you are innovative in your field? People
also like to see real life testimonials from a company before
buying into it, so why not post some positive feedback.
Social Media: The Way I See It

4. Ok, so you’ve put some content out there. That’s IT right?
WRONG! Many businesses get about this far and wonder why
listen
“Social Media” isn’t creating all this magical new business for
them. While it’s a good step in the right direction, putting just a
few more steps to work will make that magical connection for you
and it starts with listening. This step is CRUCIAL and without it
you can’t move on to the next step.
Listening when it comes to Social Media means several things,
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the first going back to your BRAND. People are going to be
talking about your business whether you like it or not and it is your
responsibility to listen so that you have a good grasp on what
they are saying- positive or negative. Managing your brand’s
[ By Katie Malone ]
reputation is now both an online/offline responsibility.
“Listening and monitoring can help generate leads and build
new relationships. Follow the buzz on other sites pertaining to your
industry, gather some information on your target demographic and see
what else they are interested in.”
Also, be sure to listen in on your competitors (and what customers
Social Media: The Way I See It
are saying about them) to stay abreast of what’s hot, new and
working for them, and for that matter, what’s NOT working for
them. It’s all FREE information, and after all you want to be able to
keep pace, don’t you? Finally, listening and monitoring can help
generate leads and build new relationships. Follow the buzz on
other sites pertaining to your industry, gather some information on
your target demographic and see what else they are interested in.
Just remember to READ and LISTEN before you decide to break
down that virtual barrier and actually interact.

5. So now you’ve taken my advice and opened up your ears to
hear what’s going on around you – the buzz, the feedback,
interact
the comment, the gripes – now what do you do? This is the
part where you really begin to foster your community, respond
and give AMAZING customer service. The more followers and
contributors you have on any given site will inevitably become
a “brand community” of sorts, and it is in your best interest to
keep that community engaged and interacting with each other.
Everyone wants that connectedness feeling- a place where their
voice is heard and they feel they belong. It’s human nature, so
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use it to your advantage.
“Respond to, provide support for, and address as many questions,
[ By Katie Malone ]
comments, concerns, praise, reviews, etc. as you can. It will show the
deep respect you have for your brand community and in turn you
will gain their respect and trust.”
My second point on interaction is a topic of much debate in the
business world these days, but here I am putting my official
stamp on my opinion. Social Media and Customer Service
Social Media: The Way I See It
ARE DIRECTLY CONNECTED. Therefore, a timely response
to customer feedback ONLINE, provided in the most personal
manner is mandatory for a company’s continued positive
perception in the eye of the consumer. Respond to, provide
support for, and address as many questions, comments,
concerns, praise, reviews, etc. as you can. It will show the deep
respect you have for your brand community and in turn you will
gain their respect and trust.

6. measure
To measure is simply to analyze where your efforts have gotten
you, and if you forget this crucial step, well then you are most
likely wasting your time.
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Is there more traffic to your web site and/or place of
business?
[ By Katie Malone ]
How much of this traffic is from social media efforts and how
many of them actually become customers?
To measure is simply to analyze where your efforts have gotten you,
and if you forget this crucial step, well then you are most likely
wasting your time.
Social Media: The Way I See It
Each business should have it’s own end goal of successful
Social Media efforts, just be sure to knows yours and how you
are going to monitor this. I have plenty of ideas and suggestions
on this step (well, I have tons of ideas on ALL of them but this
step seems to be the most troublesome) but I can’t share all my
secrets with you, now, can I?

7. evaluate
Once you’ve measured your success (or lack thereof) it’s time to
rework and redefine goals, your message, and your Social Media
philosophy.
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What successfully increased brand awareness?
What campaign failed to do anything to increase customer
[ By Katie Malone ]
interaction?
Set some new goals and continue with what you found to work for YOUR
business, then keep the cycle flowing!
Set some new (measurable) goals and continue with what you
found to work for YOUR business, then keep the cycle flowing!
Social Media: The Way I See It