5 tips on how to make social media communication more effective. The effort is well worth it when you keep the audience and desired action in mind while choosing social media platforms. This presentation reviews LinkedIn, Facebook, Twitter, and YouTube in regards to their emotional connections. Suzy Shaw began her career in broadcast television, and has been a professional storyteller and communicator for over 30 years.

1. From Social Media to a Handshake
Taking Advantage of Communication Tools
Suzy Shaw
Director of Multimedia Communications,
Summit Business Technologies
@SOBO_Suz @SummitBizTech

2. A large social-media presence is
important because it's one of the last
ways to conduct cost-effective marketing.
Everything else involves buying eyeballs
and ears. Social media enables a small
business to earn eyeballs and ears.
~ Guy Kawasaki ~
Marketing Guru

3. Your Audience is on Social Media

4. Your Audience is on Social Media

5. Benefits of Social Media
Communication
Tease your audience’s interest
Introduce products and services to new audiences
Listen to feedback and engage in discussion with customers
Answer questions
Emotional validation (people buy for emotional reasons)
Educate as a trusted advisor
Recruit new employees and champions

6. Start with the Audience
not the Message
Who are you communicating with?
Customers
Employees (internal communications)
Future employees (recruiting)
Business partners
Potential new customers — Business
2 Business or Business 2 Consumer?
What are their demographics?
Age, geography, education...

7. What action do you want
from the communication?
Like
Comment
Request more information
Share post
Watch video
Inspire

8. Human behavior flows from three main sources:
desire, emotion, and knowledge.
~ Plato ~

9. Choose Social Media Platform
based on Desired Action
Introduce
Listen
Educate
Recruit
Tease
Introduce
Educate
Support
Tease
Entertain
Answer
Emotion
Tease
Emotion
Inspire
Educate

10. Leverage Video Across Social
Media Platforms

11. What Video Does Well
Entertain
Show personality
Express emotion
Demonstrate
Explore hard to
reach locations
Show vision
Catch attention
Inspire
Tell a story
Differentiate from
competition

13. YouTube Stats
Among the largest social media sites, YouTube drives the most highly
engaged website traffic (with visitors overall spending on average nearly
four minutes, and visiting three pages on target sites), followed in order
by Google+, LinkedIn and Twitter. (VentureBeat)

14. YouTube’s Global Reach
YouTube has launched local versions in
more than 88 countries.
You can navigate YouTube in a total of 76
different languages (covering 95% of the
Internet population).

15. Across ALL Your Social Sites!

16. From Social Media to a Handshake
RECAP
1. Who is your audience?
2. What action do you want the audience to do
after communication? (call-to-action)
3. Choose the social media tool based on
audience and desired reaction.
4. Use video when possible and publish on
YouTube.
5. Share across social media sites.

17. SummitBizTech.com
@summitbiztech @sobo_suz