SlideShare a Scribd company logo
FACEBOOK, TWITTER
  & YOUR BUSINESS
                  Rachel Reuben
                   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
lead generator
Listening station
  Grow bigger ears
  http://is.gd/Nb8J

• Google Reader
 • Google Alerts
 • IceRocket
 • Jodange
 • Trendrr         . . . and more!
Focus: Purpose
Why are you establishing a social media presence?
  define specific measurable goals
Focus: Objectives/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
media?
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?
Facebook Tips

difference between Fan Pages & groups
creative, engaging status updates
use 'message all fans' sparingly
Twitter Tips
find interesting news to share that will be relevant to
your customers
customer service -- proactive & reactive
4 styles of marketing on Twitter:
http://socialmediatoday.com/SMC/167055
Conversationalist > Conversational Marketer >
Salesperson > Spammer
Tool Tip
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
http://facebook.com/username
promote in appropriate places (signage in your
reception area, some ads)
logo usage guidelines
http://tinyurl.com/%guidelines
include mentions/links on your Web site &/or blog
include in e-mail newsletters
Facebook Ads

target by country/state/city, age, gender, keywords,
education, workplace, relationship status & interests,
languages
pay per click (CPC) or impression (CPM)
  choose your daily budget
real-time reporting
Case Studies
Dell case study: http://tinyurl.com/kpp3vt
@MannysHOP (House of Pizza in Nashville)
@CoffeeGroundz: http://is.gd/6xzh0
@RShotel
@SanChezBistro / @SCBhost
Main Course Catering Facebook Fan Page
Comic book store in Amesbury, MA
SM Time Management
Social Media Time Management e-book
(AltitudeBranding.com): tinyurl.com/sm-time-mgmt
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)
QUESTIONS?

Rachel Reuben Consulting, LLC
  rachelreuben.com
  twitter.com/rachelreuben
  linkedin.com/in/rachelreuben
  slideshare.net/rachelreuben

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Facebook, Twitter & Your Business

  • 1. FACEBOOK, TWITTER & YOUR BUSINESS Rachel Reuben Rachel Reuben Consulting, LLC Director of Web Communication & Strategic Projects - SUNY New Paltz
  • 2. Facebook & Twitter not a bullhorn relationship building tool customer service tool ‘free’ marketing research lead generator
  • 3. Listening station Grow bigger ears http://is.gd/Nb8J • Google Reader • Google Alerts • IceRocket • Jodange • Trendrr . . . and more!
  • 4. Focus: Purpose Why are you establishing a social media presence? define specific measurable goals
  • 5. Focus: Objectives/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?
  • 6. Focus: Target Audience Who will be reading & commenting on your social media? Who are you trying to engage?
  • 7. Focus: Target Audience What tools do they likely use?
  • 8. 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?
  • 9. Facebook Tips difference between Fan Pages & groups creative, engaging status updates use 'message all fans' sparingly
  • 10. Twitter Tips find interesting news to share that will be relevant to your customers customer service -- proactive & reactive 4 styles of marketing on Twitter: http://socialmediatoday.com/SMC/167055 Conversationalist > Conversational Marketer > Salesperson > Spammer
  • 11. Tool Tip don't link FB & Twitter status updates  some tools automate posting across platforms the good & the bad
  • 12. Promote your presence set up vanity url for FB fan page http://facebook.com/username promote in appropriate places (signage in your reception area, some ads) logo usage guidelines http://tinyurl.com/%guidelines include mentions/links on your Web site &/or blog include in e-mail newsletters
  • 13. Facebook Ads target by country/state/city, age, gender, keywords, education, workplace, relationship status & interests, languages pay per click (CPC) or impression (CPM) choose your daily budget real-time reporting
  • 14. Case Studies Dell case study: http://tinyurl.com/kpp3vt @MannysHOP (House of Pizza in Nashville) @CoffeeGroundz: http://is.gd/6xzh0 @RShotel @SanChezBistro / @SCBhost Main Course Catering Facebook Fan Page Comic book store in Amesbury, MA
  • 15. SM Time Management Social Media Time Management e-book (AltitudeBranding.com): tinyurl.com/sm-time-mgmt 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
  • 16. 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)
  • 17. QUESTIONS? Rachel Reuben Consulting, LLC rachelreuben.com twitter.com/rachelreuben linkedin.com/in/rachelreuben slideshare.net/rachelreuben