This document provides best practices and implementation strategies for social media marketing. It outlines four key principles: 1) social media is for communication, not advertising, 2) it should supplement traditional marketing, 3) it requires active participation, and 4) it takes time and patience. The document advises researching target audiences and developing an appropriate social media mix and outreach strategy. It stresses the importance of respecting online communities, their rules and privacy concerns. Overall, the document emphasizes honest, balanced participation over time to develop engagement through social media.

1. Best Practices and
Implementation Strategies

2. About Margy
Sole proprietor
Writer – communication
Social media early adopter

3. You May Be Familiar
With the Tools:

4. The Tools of the Trade

8. Big Budget Love

9. Low Budget Love
Brigham Young University

10. Mmmm! What's Cooking Today?

12. You've Probably Seen This
Email Spam, and Lots Of It

13. But What About:
Twitter Spam?

14. Users Are In The Driver's Seat
Be Careful What You Wish For!

15. How To Do Social Media Right
Implementation Strategies:
Four Principles

16. First Principle:
Social media marketing is not free advertising. It's a
user-driven communication medium.
• Don't hard-sell products/services
• Have a commerce website or location for that
• Consider buying an ad if you want to advertise

17. Second Principle:
A social media campaign should be an addition to - not
a replacement for - a traditional marketing strategy.
Clients should already be:
• Networking
• Communicating
• Establishing competency
Offline

18. Third Principle:
Social media campaigns require active participation
• Do nothing and get nothing
• Respond to others and they'll respond to you

19. Fourth Principle:
Social media campaigns take time and patience.
Long-term process.
• Communication/marketing/community - not advertising
• Have other strategies in place, too

20. Increasing Your Chances For
Social Media Success

21. Research!
Still need to know:
• Who are the customers or clients?
• What type of business?
• What type of client (age, occupation, income, etc.)
Different populations use the internet differently.

22. Client Research Will Help Establish:
• Which tools to use for which group
• How those tools should work together
Then they'll know:

23. The Social Media Marketing Mix
Will depend on business. For example:
• Consultant (substantive): A blog, social network presence,
b2b networks, a podcast
• Restaurant (real-time): Twitter or Foursquare
• Artist (online display space): Blog or podcast for musicians, Flickr
for visual artists.

24. An Effective Outreach Strategy
Modes of Communication
• Email link to blog post
• Facebook and/or Twitter signup on static website
• Reference to web presence on printed materials

25. Business Must Communicate With
and Respect
Online Communities

26. Communicate
•
•
•
•
Be a good guest
Respect community's right to privacy
Ask questions, give answers
Represent yourself honestly

27. Respect the Rules of Engagement
• Introduce yourself when linking or "friending,“ particularly if it’s
someone you don’t know or don’t know well. Tell them why you
want to connect
• Don't send excessive emails to an online group or Facebook
page.

28. Reputation Concerns
Are Legitimate
Business reputation is important. Balance.
• Okay to set the terms of engagement
• People can be vicious and destructive online
• Don't censor, but don't allow flaming, either

29. Privacy Concerns Are Legitimate
• Balance accessibility with privacy
• Some tools more private than others (Facebook pages vs. a
social network).

30. Time Concerns Are Legitimate
Small businesses have to juggle multiple time commitments
• Several posts, tweets, etc., a day are not feasible for many
• Posts can be short: a picture, a quote, an observation
• Posts can link to other posts
Too many posts can be as bad as too few

31. Finally, Remember:

32. Honesty Is The Best Policy
And
It's Okay To Ask For Help!
A well-managed social media campaign will lead to engagement
that's supportive, useful and fun!

33. Thank You!