The document discusses strategies for using social media, particularly Facebook, to promote a business called VHB. It provides tips on engaging audiences through posts, questions, comments, links, photos and videos. It also addresses determining goals, voice, content quality and regular posting times. Competitor analysis and establishing a clear purpose for the Facebook page are emphasized.

1. Social Media for VHB
Facebook:
 LIKES
 COMMENTS
 SHARES
• 208 Likes, Most Popular Age Group: 25-44
• Reach
o New clients
o Competitors
o Officials
o Community outreach
 Differs for regions
• Talking about subjects related to brand, not always about own business.
• Inform
o Employees
 Awards
 Speakers : Where? Importance?
• Links
• Pictures
 Inside look – relating to business, not always about VHB
o Projects
o Conferences

2.  Pictures
 Inside look
• TIME:
http://seanclark.com/twitter/the-best-time-to-tweet-infographic/
o Best time to post for click-throughs = Wednesday at 3pm
o Links posted mid-week between 1-4pm bring high click rates
o Traffic goes up around 9am and goes down after 4pm
Socialmediatoday.com:
• Posts on the weekend perform about 16% better on average
• Posts made in the evening get approx. 10% better response
o Higher average after 6pm
• Posts made outside of business hours get approx. 20% better response
• Currently: What is our purpose?
Creating a uniformed VHB page
o Outreach

3. o Engagement
o Keeping up with competitor
o Raising “Likes”: Someone clicking the “Like” button on our page. Shows who/what is showing
interest. Does not determine amount of Impressions like on a website.
o THE “LIKE” TRIGGERS EVERYTHING. NOW THESE PEOPLE WILL GET YOUR CONTENT ON THEIR
FACEBOOK NEWS FEED (socialmouths.com).
 Like button on website
• Ex: 1-800 FLOWERS increased engagement 393% with Like button non website
(searchenginewatch.com).
o Getting Comments/more followers
o Establishing confidentiality of clients/projects
o People’s Facebook pages: “Works at”:  does not always link to the VHB FB page.
o Creating a LANDING PAGE
1. Clear picture of our desired outcome
2. Generate traffic?
3. Determine clear objectives
4. What fans/likes should get out of VHB page
Target Audience
■Who is your audience?
■What are their pain points?
■What does your product or service do to minimize or mitigate their pain?
■How can your product or service inspire and help them personally and professionally?
■How is your product or service positioned?
■What is your zoom factor? (We’ll discuss more in #26.)
■What is your competition up to? (We’ll explore further in #24.)

4. ■What’s your audience up to, both online and offline?
(http://www.socialmediaexaminer.com/social-media-community-management/).
Pam Moore asks:
How is your audience engaging with your competition?
■What is your competition doing that you aren’t?
■What types of response are they receiving online and offline from your target audiences? Is it different
than how your audience is engaging with you?
■Does your competition have a consistent tone, message and brand? If not, how can you enhance yours
to zoom faster?
■Is your competition engaging in a way their audience expects them to? Casual when they’re expecting
professional or opposite?
■Why are they doing such things differently? Do they have a competitive differentiator because of this
or do you have the leg-up? Remember, different isn’t always better. You may be on the right track.
What are the weaknesses in how your competition is engaging and leveraging social media that you can
use to your advantage?
• Establishing the “right voice”
o Following up with comments & feedback
o Outreach takes time
10 Reasons why FB page is not taking off (socialmouths.com)
1) Not being promoted
a. User does not need to go to FB page to “Like” something
2) Not Posting Regularly
a. Frequency builds momentum

5. b. Have plan & observe how people react  adjust fromthere
3) Automated Posts (not applicable right now)
a. Timing for tweets and posts differentiate  trial and error
4) Not engaging the audience
a. Visitors not encouraged then they won’t participate.
b. Ask visitors to share their thoughts
i. Q&A forum
c. Share knowledge to solve problems
5) Not using other types of media
a. People engage more with visuals
i. Use video/photos
ii. YouTube, or can create videos off of FB.
6) Not Posting Quality Content
a. People want to see our page as a great resource
b. Content Links
c. Uniqueness
d. Posts that are exclusive to our audience
7) Leverage Customization
a. Use the “Landing Tab/Page” (top tab on page – a welcome for new visitors)
b. Integrate video/emails
c. “Conversion”
8) Being Present
a. Comments into live conversation
b. Building loyalty in audience (may be easier in Twitter)
c. E-mail alerts when page is commented on reply timely

6. 9) When to Post
a. SOME SAY: Twitter rush hours = 9am, 12pm, 3pm  more exposure
b. More people on FB after work hours and weekends
i. Experimentation!
10) Analytics
a. Take note of analytics monthly
b. Different approaches will impact outcomes
c. A look into our audience & performance
Facebook for Business Tips
1. Ask questions
This is one of the easiest ways of engaging with people on Facebook: ask questions. People love to talk
about themselves and offer their thoughts – and the more comments and “Likes” you get, the better
your post will do.
Keywords such as “where”, “when”, “would and “should” see the highest number of engagement on
Facebook. “Would”, in particular, drives spikes in “Likes” due to fans using “Like” as a way of voting
“yes” on a question.
2. Interact and engage
When people write comments on your posts or wall, you should contribute to the discussion to maintain
user engagement. The longer a thread is, the higher it will rank in your fans’ Facebook news feeds.
3. Incorporate wall sapplets
Instead of just posting items with text, vary the material and incorporate interactive components
(known as sapplets).
This could include polls or coupons, which will prompt your fans to engage with your status updates
directly in the news feed, beyond standard “Likes” and comments.

7. 4. Incorporate relevant photos
Rather than just telling your fans about your products and services, why not show them?
Relevant photos will attract people to your posts – people aren’t generally interested in reading
through long text updates, but they love immediate content such as photos. Facebook has assigned a
higher weight value to photos than to other types of content, so photos will keep you in people’s news
feeds.
Why not post images to introduce fans to your company’s employees, or show them how things work
behind the scenes?
5. Relate to current events
You can post questions or state your stance on pertinent issues (but again, be careful!), as this could
encourage fans to engage with you and get a discussion going. Ask people what they think about
breaking news, celebrity gossip, sports or other topics – this could lead to more traffic.
6. Incorporate videos
Everyone loves interactive content – and video is one of the best strategies a brand can use to draw
attention. Videos can be played within the news feed, so users aren’t redirected away when they start
playing a clip.
Be sure to keep your videos short (to keep people’s attention) and set expectations within the text to
tell your fans what the clip is all about.
For example, you could use videos to show people how to best use your products/services – why not
offer them a tutorial?
7. Include links within posts

8. As a tool for sharing and spreading information, Facebook is an obvious place for you to post links.
Encourage people to interact with your brand by posting links that users will find valuable or interesting.
This will encourage people to share the link with their friends, spreading your brand and driving
engagement.
8. Be explicit in your posts
Not explicit as in XXX content or swearing, explicit by telling people exactly what you want them to do.
In many cases, publishing content that you think might generate traffic isn’t always enough to get the
results you want. Instead, be explicit and explain to your users exactly what action you want them to
take.
Fast Company (http://www.fastcompany.com/1842600/how-to-tear-down-the-wall-between-you-and-
your-customers)
On Facebook, only 16 percent of a brand’s fans actually see any one post. To guarantee appearance in a
majority of fan newsfeeds, brands now have to pay. This is an unfortunate circumstance for dependent
marketers but completely understandable, since Facebook is now a publicly-traded media company,
rather than a public service for college students. Spending a similar amount of money and energy to
build an email list doesn’t sound as glamorous, but at least no one plays middleman there.
Instead, start investing in your own platform--ideally, one that amplifies your brand promise and meets
user needs. That’s what Nike has done to great effect with Nike+ and what Pepsi started with the Pepsi
Refresh Project. LEGO has more than a dozen different mobile apps, which create direct one-to-one
relationships with its consumers (both the children who use the products and the parents who purchase
them) on a broader scale than is possible through its own stores. While American Express already has a
direct link to its customers through its product, American Express OPEN Forum, a branded content site
for small business owners, drives brand positioning and consumer engagement far beyond what would
be possible through advertising. You can leverage existing social networks and ads to propel awareness
of your new platform or product or to get a quick spike in sales or awareness, but the home base of your
direct-to-consumer initiative should be a site owned and controlled by you.
It's time for businesses to stop living in the pre-Internet world, which will undoubtedly challenge current
processes and procedures. For marketing, the budget needs to be managed so that an exciting new
platform or product isn’t only launched, but maintained over the long term. For sales, an operating
structure must be developed to deliver goods directly to consumers. In both of these cases, you may
have to convince your company’s leadership team to support a leap of faith, but it’s really a very logical
move. The tools and opportunity are there; the only thing holding you back is habit.

9. Consumers interact for:
■Discounts
■Purchases
■Reviews and product rankings
■General information
■Exclusive information
■Learn about new products
■Customer service
■Event participation
■To feel connected
■Submit ideas for new products/services
■To be part of a community
(http://www.socialmediaexaminer.com/social-media-community-management/)
Timeline:
http://www.flowtown.com/blog/4-ways-to-make-timeline-work-for-your-business
• Cover Photo
o One large image, and a profile picture
 Cover photo : “should be reflective of your brand and business: showcase your company culture,
your industry, or your satisfied customers. Avoid a boring image of your logo for your cover photo—the
profile pic box is the best place for that.”
• Control what visitors see first
o Can highlight posts  spans across the timeline
• Highlight Apps
o Feature them at top of the page
o Change/rearrange photos/rename apps

10.  More appealing the photo  more likely it is to be clicked.
• Monitor Activity
o “places all of the stats you want and need—a list of who’s talking about your posts, who’s
interacting with your pages, and what content they’re viewing—in one easy-to-find location. This gives
you the ability to better analyze your stats and engagement, and adapt your activity accordingly.”
o …”businesses will have to learn more about what their fans want and what they want their
brands’ Facebook pages to do for them. Luckily, Timeline for business pages enables you to do just
that.?
GET 10,000 FANS.COM:
Gaining Followers:
“Always, always, always push fresh, unique content. Complacency is life-threatening online. If you don’t
stay ahead of the game, your audience will surely get bored and look for other experts in your industry
who can provide them with the content they want. Once you have your fan base established, you need
to spoil them. Flatter them daily with new content to interact with, and watch your audience build upon
itself.”
• Articles shared most when posted on weekends
• Articles posted at 8am are shared most
• Posting every other day is best
o From DanZarrella.com
http://get10000fans.com/