& YOUR BUSINESS
Rachel Reuben Consulting, LLC
Director of Web Communication & Strategic Projects - SUNY New Paltz
Facebook & Twitter
not a bullhorn
relationship building tool
customer service tool
‘free’ marketing research
Grow bigger ears
• Google Reader
• Google Alerts
• Trendrr . . . and more!
Why are you establishing a social media presence?
deﬁne speciﬁc measurable goals
What do you plan to achieve with this social medium?
Inform? Encourage dialogue? Share information? What
kind of info?
How will this diﬀer from your primary Web site?
Focus: Target Audience
Who will be reading & commenting on your social
Who are you trying to engage?
Focus: Target Audience
What tools do they likely use?
Focus: Execution & Maintenance
who will establish your presence?
who will be the administrator?
who will maintain it?
how often will it be updated?
how will you make connection to other outposts &
your Web site?
how will you promote it?
diﬀerence between Fan Pages & groups
creative, engaging status updates
use 'message all fans' sparingly
ﬁnd interesting news to share that will be relevant to
customer service -- proactive & reactive
4 styles of marketing on Twitter:
Conversationalist > Conversational Marketer >
Salesperson > Spammer
don't link FB & Twitter status updates
some tools automate posting across platforms
the good & the bad
Promote your presence
set up vanity url for FB fan page
promote in appropriate places (signage in your
reception area, some ads)
logo usage guidelines
include mentions/links on your Web site &/or blog
include in e-mail newsletters
target by country/state/city, age, gender, keywords,
education, workplace, relationship status & interests,
pay per click (CPC) or impression (CPM)
choose your daily budget
Dell case study: http://tinyurl.com/kpp3vt
@MannysHOP (House of Pizza in Nashville)
@SanChezBistro / @SCBhost
Main Course Catering Facebook Fan Page
Comic book store in Amesbury, MA
SM Time Management
Social Media Time Management e-book
Twitter is a several time a day (at least) commitment
FB is a daily presence (at least), more often if status
updates spark conversations in the comments
just one spoke
in the wheel
If you’re just starting out
start with listening post
don't jump in to every tool at once
focus on one or two where you think your customers
are, and do them very well
it's about relationships and building trust -- not about
"promoting your business"
Trust Agents: Using the Web to Build Inﬂuence, Improve
Reputation, and Earn Trust (Brogan & Smith)