The document provides tips and best practices for using social media as a thought leader. It discusses where different age groups consume content and engage on social networks. The key recommendations are to create different types of content on a regular schedule, engage with your audience by asking questions, and use social media to drive people to a call-to-action like signing up for a newsletter or downloading an offer. The document stresses listening to your audience and measuring the results of your social media efforts to improve over time.

1. The Art of Social Media
#MCSVART
@tracysestili
MarketingCamp SV 2012

2. BECOMING
A THOUGHT
LEADER
• Be memorable
• Be helpful
• If possible, be first

3. Content Consumption
• Where & How are
people consuming
content about your
industry?
• Where & How do they
share content about
your industry?

4. Who
hangs out
where?
Greater than 35 years old
• 55% of Twitter
• 63% of Pinterest
• 65% of Facebook
• 79% of LinkedIn
• LinkedIn avg age 44.2 yrs
• Facebook avg age is 40.5 yrs
• Twitter avg age 37.3 yrs

5. Who Hangs Out Where Cont’d
Male Female
• Slashdot (87%) • Pinterest (79%)
• Hacker News (77%) • Goodreads (70%)
• Stack Overflow (76%) • Blogger (66%)
• Facebook (40%) • Facebook (60%)
• Twitter (40%) • Twitter (60%)
Source: Ping.com
(U.S. data only)

6. Your Social Responsibility
Smart Brands Build Trust

7. Engage
• It’s the only FREE way to continue to stay
in the newsfeed on Facebook
• It develops brand trust/loyalty/virality
• Ask a question

8. Sharing Appropriate Amount
• Facebook – 1x per
day – max
• Twitter – 5-10xs per
day minimum
• Google+ - 2-4xs per
day
• Pinterest – regularly
• LinkedIn – 1x per day,
+ groups

9. Differentiate
Your Content
• Categorize your
content:
– Conversational
– Educational
– Promotional

10. Create a Content/Editorial Calendar

11. Load Balance vs Automation
 Find a social media management tool that
works for you
 Schedule a time on your calendar to use it
 DO NOT OVERAUTOMATE
Financial/Regulated Entertainment, Medical Device/ Pharma
Renewable Energy,
Nonprofit, etc.

12. Give a Call-to-Action
• Ties your social media activity to your overall
biz objectives and allows you to measure your
social media effectiveness
– Make it stupid obvious
– Show your offer’s value

13. Capture Leads
• Build a list
– Email Widget
– Landing page
• Offer freebies
• Future marketing oppty
• Tweet/Post/Share it

14. Measure, Recalibrate & Repeat

15. Top 10 Mistakes
1. Not listening
2. Sharing too much
3. Not posting enough
4. Spending too much time on social
5. Over automating
6. Posting same message to many channels
7. Not giving a call-to-action
8. Ignoring your constituents
9. Not capturing leads
10. Not creating a content calendar

16. What do you want to be famous for?
Twitter: @tracysestili and
@socialstrand
http://linkedin.com/company/social-strand-
media
http://plus.ly/tracysestili
http://plus.ly/socialstrand
http://facebook.com/tracysestili
www.socialstrand.com/blog