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Introduction to 
Social Media for Startups 
Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey
What Will Be Covered 
▪ Set yourself up right at the beginning. 
▪ Understanding social media jargon – especially in the Twitterverse. 
▪ Techniques for engaging a social audience for the first time. 
▪ Evaluating basic insights & analytics to measure what's working & what's not. 
▪ Q & A time at the end.
Answer These Questions 
 How will I measure the effectiveness of social media efforts? 
 Will different social media channels have different primary goals? 
 Who is my target audience, secondary audience, tertiary audience… 
 How much time do I have to manage these account? 
 What content marketing tools do I have at my disposal? 
 Which tone of voice do I want these accounts to have?
Twitter or Facebook? 
• 51% of active Twitter users follow companies, brands or products on 
social networks. (via Edison) 
• Twitter users are 3 times more likely to follow brands than Facebook 
users. (via Convince and Convert) 
• 37% of Twitter users will purchase from a brand they 
follow. (via MediaBistro) 
• 70% of small businesses are on Twitter. (via MediaBistro)
Account Management 
 Twitter 
 Hootsuite 
 TweetDeck 
 Facebook 
 Facebook Pages 
 Find what works for you.
Get the Basics Down
Twitter Jargon 
 #Hashtags 
 @ 
 RT/Retweet 
 Favorite 
 Mentions 
 Trends 
 Lists
Hashtags 
▪ Find relevant hashtags by researching which ones are used by your 
target audience and top influencers. 
▪ Tweets with hashtags get 2x more engagement. (via BufferApp) 
▪ 1 or 2 hashtags will get you 21% more engagement than if you add 3 
or more. (via BufferApp) 
▪ Continually research hashtags. New ones appear all the time, some 
are only used at certain times, and they can morph into something 
else that may not be relevant to your audience. 
TIP: Hashtags don’t have to live exclusively at the end of a Tweet.
Twitter Lists – Get Organized 
 Top Influencers 
 Customers 
 (current and former) 
 Brand Advocates 
 Employees 
 Competitors 
 Media & Community 
 (target area) 
TIP: List names cannot exceed 25 characters, nor can they begin with a number.
Twitter Lists – Learn from Others 
 Follow lists other accounts 
have added you to. 
 Build your follower list by 
seeing who else are on 
these lists and following 
those users. 
 Keep checking back on 
these lists as they grow. 
 Engage with new 
followers to keep 
momentum going.
Building Your Audience
Know Who the Influencers Are 
 Influencers tend to have large followings on Twitter. 
 Look for people your target audience follows and engages with.
Find Your Audience & Get Found Yourself 
 Hashtags 
 Search Function 
 Keywords/Phrases 
 RTs & Favorites 
 RTs & Favorites from Top Influencers 
 Start a Dialog with a Top Influencer 
 Influencer Follower/ List 
 Influencer Following List
Engaging Your Audience
What “They” Say 
 Tweet late at night, after 3 PM or over 
the weekend (schedule tweets). 
 Fridays tend to get the highest 
engagement rates across social 
channels. 
 Include links, images and strong calls to 
action like “join us” or “learn more”. 
▪ Keep your tweets under 100 characters. 
▪ 3-5 tweets per day is optimal for most 
businesses. 
Image: entrepreneur.com/article/236618
Quick Hit Analytics 
How to know what’s working and what’s not.
Twitter Analytics
Follower Growth 
 Keep an eye out for follower spikes. 
 What caused it? Can you duplicate it? 
 Are they quality followers? 
Image: Hootsuite Reports Image: Twitter Analytics
Google Analytics
 Can give you some quick insight on 
things you will eventually be able to 
see without the Facebook Insights. 
 Time of day and day of the week 
people see your posts most often. 
 Types of posts that have the highest 
engagement rates. 
Images: Facebook Insights
QUESTIONS? 
Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey

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Introduction to Social Media for Startups

  • 1. Introduction to Social Media for Startups Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey
  • 2. What Will Be Covered ▪ Set yourself up right at the beginning. ▪ Understanding social media jargon – especially in the Twitterverse. ▪ Techniques for engaging a social audience for the first time. ▪ Evaluating basic insights & analytics to measure what's working & what's not. ▪ Q & A time at the end.
  • 3. Answer These Questions  How will I measure the effectiveness of social media efforts?  Will different social media channels have different primary goals?  Who is my target audience, secondary audience, tertiary audience…  How much time do I have to manage these account?  What content marketing tools do I have at my disposal?  Which tone of voice do I want these accounts to have?
  • 4. Twitter or Facebook? • 51% of active Twitter users follow companies, brands or products on social networks. (via Edison) • Twitter users are 3 times more likely to follow brands than Facebook users. (via Convince and Convert) • 37% of Twitter users will purchase from a brand they follow. (via MediaBistro) • 70% of small businesses are on Twitter. (via MediaBistro)
  • 5. Account Management  Twitter  Hootsuite  TweetDeck  Facebook  Facebook Pages  Find what works for you.
  • 7. Twitter Jargon  #Hashtags  @  RT/Retweet  Favorite  Mentions  Trends  Lists
  • 8.
  • 9. Hashtags ▪ Find relevant hashtags by researching which ones are used by your target audience and top influencers. ▪ Tweets with hashtags get 2x more engagement. (via BufferApp) ▪ 1 or 2 hashtags will get you 21% more engagement than if you add 3 or more. (via BufferApp) ▪ Continually research hashtags. New ones appear all the time, some are only used at certain times, and they can morph into something else that may not be relevant to your audience. TIP: Hashtags don’t have to live exclusively at the end of a Tweet.
  • 10.
  • 11. Twitter Lists – Get Organized  Top Influencers  Customers  (current and former)  Brand Advocates  Employees  Competitors  Media & Community  (target area) TIP: List names cannot exceed 25 characters, nor can they begin with a number.
  • 12. Twitter Lists – Learn from Others  Follow lists other accounts have added you to.  Build your follower list by seeing who else are on these lists and following those users.  Keep checking back on these lists as they grow.  Engage with new followers to keep momentum going.
  • 14. Know Who the Influencers Are  Influencers tend to have large followings on Twitter.  Look for people your target audience follows and engages with.
  • 15. Find Your Audience & Get Found Yourself  Hashtags  Search Function  Keywords/Phrases  RTs & Favorites  RTs & Favorites from Top Influencers  Start a Dialog with a Top Influencer  Influencer Follower/ List  Influencer Following List
  • 16.
  • 18. What “They” Say  Tweet late at night, after 3 PM or over the weekend (schedule tweets).  Fridays tend to get the highest engagement rates across social channels.  Include links, images and strong calls to action like “join us” or “learn more”. ▪ Keep your tweets under 100 characters. ▪ 3-5 tweets per day is optimal for most businesses. Image: entrepreneur.com/article/236618
  • 19. Quick Hit Analytics How to know what’s working and what’s not.
  • 21. Follower Growth  Keep an eye out for follower spikes.  What caused it? Can you duplicate it?  Are they quality followers? Image: Hootsuite Reports Image: Twitter Analytics
  • 23.  Can give you some quick insight on things you will eventually be able to see without the Facebook Insights.  Time of day and day of the week people see your posts most often.  Types of posts that have the highest engagement rates. Images: Facebook Insights
  • 24.
  • 25. QUESTIONS? Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey

Editor's Notes

  1. From what I’ve seen and heard from others, Facebook tends be more B2C friendly and Twitter more B2B.
  2. I’m partial towards Hootsuite. Especially at the beginning. All in one stop, not too much, not too little. The Facebook Pages app isn’t perfect but can be very handy on the go. My top advice (but only if you have time) is to manually post each Tweet, Facebook update, or any other social media entry on that channel so you know for a fact it rendered correctly and presents the way you wanted it to.
  3. Test them out. Research what your lists are talking about. Which ones are they using? Don’t force a tweet by newsjacking a story that does nothing for your business. Once again, it’s about providing value, not offending people.
  4. Hashtags can also show personality or identify an event. Check out the hashtags you find works for you (engagement). Click on who has retweeted and favorited similar tweets or your own and follow them if they are influencers or your target audience. Always research your hashtag. Make sure the Twitter search results show a stream you want your content to be a part of.
  5. Twitter lists are built in functionality. They can be private or public. Private lists help you sort out the noise. Public lists are great because they act as a resource to others. They can follow your list, and in return you can see this. Some people scoff at Twitter lists because they remember the days when you could only have 20 lists with 500 accounts in them. Now you can have 1,000 with 5,000 account in each. If you only make one list call it RETWEETABLE. Then add anyone you know is relatively safe to retweet. Grow this list first. Fill it with top influencers and brand advocates. Keep it groomed. Take out anyone who tweets one great insight then 20 photos of a cat. Continue to add new people. Create, manage and share Twitter lists. Keep them up to date! They get more and more valuable the bigger your account gets.
  6. When you create public lists you help people find you and categorize you. If you provide value, they will add you to their own Twitters lists. This is a great way to build a following. Follow people on the list, engage with them, and they will respond. This isn’t a quick process. The more you put in the more you get out of it. This is where knowing how much time you have to dedicate to the effort is important. It’s easy for hours to slide by when working to build your presence on Twitter. Know your limits or have justification for doing that over other work that needs to be done.
  7. An influencer’s follower number is just the tip of the iceberg. Are your competitors following them? How many shared followers do you have? Is the influencer a content curator? Do they share content? Do they engage with their massive audience? (Klout score – Ugh, but can be useful) Engage with them and foster a mutually beneficial relationship You are looking for someone who will share your content and someone you can learn from in return. Providing value is a two way street.
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  9. Example: Finding others interested in the startup community beyond the search function. And if you look under Michael’s Tweets/Retweets or Favorites list you will see he did that. Then you can see who else he is following and continue the cycle to find people who will find value in you as well. Mutual gain.
  10. The most important thing to keep in mind is who your audience is and how they behave. These numbers tend to be a good way to think at first in a B2C world because many of your consumers may not have access to social media at work but they are on their mobile devices on the couch or in bed after the kids go to sleep. Your analytics will tell you more. What works now may not work in a month, a year or longer. Keep adapting and measuring your strategies.