The document discusses using social media for small businesses. It introduces Nicole Sunstrum as the social engagement coordinator and provides statistics on social media usage. It then discusses why businesses should engage with customers on social media through outreach, information sharing, and responding to customers. The document provides tips for small businesses on developing a social media strategy, creating engaging content, and interacting with customers to promote their business in a personable way. It emphasizes the importance of visuals, engagement, personality, and building expectations when communicating through social media.

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Social Media
For Small Business
Inexpensive, effective marketing
@NikkiSunstrum
Social Engagement Coordinator
September 17, 2013

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Who I am…
Nicole Sunstrum
• B.S. in Political Science & M.A. in
Education
• Skilled in making dull things interesting &
teaching complicated stuff in ways
everyone can understand
• Master manipulator of content & small
children
• Throws parades for fun

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History

4. +Straight from the cats Meouth

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Stats
 According to
Mashable, 43% of
Senior Citizens in the
U.S. now use social
media
 Nearly two-thirds of
Americans sleep with
their cell phones
 58% of Facebook users
“Like” brands on
Facebook because they
anticipate access to
exclusive content or
discounts.
 200 million photos are
uploaded to Facebook
every day.

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Why do I care about your
cat, bacon, & breakfast?
 Outreach
 Information
 Clarification
 Resources
 Customers

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Know before you go…
• Why do I want to engage in social media
• What do I hope to accomplish?
• Who is my target audience?
• Where do I belong?

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We don’t just tweet press releases.
 Justification
 Strategy
 Goal Development
 Content
 Administration
 Response
 Engagement
Making business personable

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I’m here…now what?
• Assessing sentiment
• Identifying influencers
• Studying success
• Comparing like minds

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Simple Wisdom

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It’s not just what you say,
but how you say it
• Visual
• Engage
• Show personality
• Provide exclusivity
• Build an expectation
• Analyze

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Becoming a part of the moment…
The new art of newsjacking

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Leveraging connections
Make friends
80-20 rule
Shared stories
Recommendations
Advocates

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Standing out in the crowd
Pick one and do it well…
• Twitter for customer service
• Yelp for recommendations
• Vine for sharing tips or events
• Pinterest for new product display
• Facebook for promotions
• LinkedIn for recruitment

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From the
Experts…

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Caution
Don’t…
 Only connect with the intent to
sell
 Connect but never interact
 Spam
 Copy and paste across networks
 Forget who you are and why you
are here
 Negate the power of social and
that it is forever

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It’s all about the ROI baby
• Clicks and impressions and actions, oh my…
• $174
• Not all fans are created equally
• Ask yourself why does it matter?

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www.michigan.gov/socialmedia
One stop shop for all things social in Michigan government
• Inventory
• Policy
• Procedures
• Style Guide
• Resources
• Campaigns
• Accomplishments

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www.facebook.com/nikki.sunstrum
sunstrumn@gmail.com
@nikkisunstrum