Social Media for Business


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Slides from The Guardian Media Academy seminar "Social Media for Business" by Jennifer D Begg

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Social Media for Business

  1. 1. Using Social Media for Business
  2. 2. Why social media?• Your customers want and expect easy access to information about you• SM gives you the opportunity to network on your terms at convenient times• Done well and with a clear strategy, social media can save you time and money
  3. 3. What can I use it for?• Promoting your personal brand• Improving client relationships• Setting your brand apart• Business networking• Customer service• Market research• Recruitment
  4. 4. Where do I start? Setting realistic, achievable goals
  5. 5. What are your business goals?• Selling products through your website• Increasing donations• Increasing your network of clients• Improving your customer services• Streamlining your business processes• Disseminating campaign messages
  6. 6. Which platform? Where are your targetaudience & are they open to listening to you?
  7. 7. ?
  8. 8. Not evenmentioning…
  9. 9. Personal branding• Think about how having an influential personal profile online can have a direct impact on your business• Do an online audit, what is already out there? What do people see when they Google you?• Having strong personalities which are visible on social platforms can be great for your business
  10. 10. Branding your business• Become an information hub not just a broadcaster• Create reasons to share• Why are you growing followers? Have a game plan
  11. 11. Don’t forget:Any online activity that can link back toyour web content (not just your website) is important for SEO (Search EngineOptimisation) and brand visibility. Social sharing is increasingly important for search rankings so make your content easy to share!
  12. 12. 3 tips to maximise your LinkedIn profile
  13. 13. 1. Design with visitors in mind• Decide on your target audience• Check Google Insights for relevant search terms• Use your profile as a showcase for the position you’re in now.• Customise web links• Use SlideShare / Amazon apps to add personality• Link social profiles like twitter & filter using #in
  14. 14. 2. Have a networking game plan• Start with the end goal in mind• Search potential client profiles for appropriate groups• Look at group statistics before joining• Schedule group activity and build credibility• Make contact with moderators and offer content• Start your own group and include a link on your email signature
  15. 15. 3. Grow your contacts strategically• Numbers are not the end goal• Use groups to gain credibility then invite to connect• Get introduced through existing connections• Regularly update your connections with business cards from networking events
  16. 16. Who does Facebook well?
  17. 17. Plan with a goal in mind• Getting a user to “like” your page is just the first step – only interaction ensures future impact• Use facebook Insights to inform future posts. What has worked well before?• Photo & Video tagging• What is the optimum time for posting (to your audience)?• Use Questions & prompts
  18. 18. Where does twitter fit in?
  19. 19. Lead the conversation• Keep an eye on trending topics and if they are relevant to you, get involved• Use a popular # strategically to get more clicks on links• Mention @ prominent figures within your industry• Don’t be a broadcaster, be a conversationalist
  20. 20. What do I share?
  21. 21. Measuring success• Be agile – act on the information you gather to improve your offering and outcomes• Use tools like Bitly and Storify to collate and evaluate a campaign’s success• Use Google Analytics to set and track specific goals (this could be time on page, ecommerce or increased visitors)
  22. 22. Running an integrated campaign Case study
  23. 23. • 25th May, 2011 - International Missing Children’s Day• Raise awareness and increase supporters• Tweeted a different missing child appeal every 30 mins for 24 hours• Scheduled tweets• Team of tweeters• 6 weeks of planning
  24. 24. • 5,500 new followers in one day• 8,000 RTs and mentions• 600% increase in website traffic• Trended in UK• Significant press coverage
  25. 25. Don’t forget…
  26. 26. Impact on SEO• Google likes content that is widely shared• Off the page SEO is vitally important to Google search rankings• Integrating a blog onto your website is a great way to update your content, offer opportunities to network with clients and get people talking about you (all good for SEO)
  27. 27. Influence & Engagement (what does it all mean?)
  28. 28. Integration(making your life easier & more effective)
  29. 29. BufferApp
  30. 30. Hootsuite
  31. 31. Tweetdeck
  32. 32. SproutSocial
  33. 33. Troubleshooting(when it all goes terribly wrong…)
  34. 34. 3 choices! •Reply •Delete •Ignore
  35. 35. Social Media Guidelines• Encourage staff to engage and talk about your brand• Be clear about your company caveats• Keep your community rules simple & share them with everyone• Don’t be afraid to let your staff share on their personal accounts. If they’re passionate about what you do, it can only help your brand
  36. 36. Useful websites••••
  37. 37. Questions?