How to use social media for business: are you a content evangelist or a social media manager? Find out what kinds of work goes with different jobs in Social Media.

1. Introduction to Marketing
Instructor: Rick Reed, PhD
San Jose State University

2. Guest Speaker: Mary Mac
Content Strategist
www.twitter.com/bestwebstrategy
www.linkedin.com/in/bestwebstrategy
bestwebstrategy@yahoo.com
Career Experience:
• Content Strategist at TUV Rheinland OpenSky
• Marketing Manager at Cisco
• Senior Social Media Manager at Tegile and Violin
• Test Campaign Manager at PayPal
• Senior Web Marketing Manager at VMware
• Global Email Marketing Program Manager at Google
• National Marketing Director at Clarity Consultants
• Branch Manager of Advertising Agency at TMP Worldwide
Education:
• Stanford University; Master of Arts
• San Jose State University: Marketing courses
• UCLA; Bachelor of Arts in English
• De Anza and Foothill Colleges
• US Naval Academy
• Homestead High School
• Cupertino Junior High

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Audience
Conversation or post?
Track your links
Original content or share?
Rinse & repeat
Be an ACTOR

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Audience
Create your audience by
defining first:
1. Who are you? In profile, use
keywords your audience uses.
2. What are you trying to
accomplish? Keep in mind
forces in the market place.
3. Who is your targeted reader?
Make a list of their likes / dislikes.

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Which outreach is best?
Social media? Messaging?
Email? Events? Other?
Share messages where your targeted
audience congregates. If you target
students, your channels will be different
compared with targeting a technology buyer.
To start: the more channels you target, the
less effect you will make on each channel.
Start with 1-2 marketing channels. Identify
where your audience listens and responds.
Build your marketing outreach from there.

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Conversation or post?
Community Manager:
• Expert in company product or service.
• Engages others & creates conversations.
• Posts questions, polls, blogposts & info.
that starts conversations.
Social Media Manager:
• Expert in targeted marketing.
• Promotes calls to action.
• Promotes many marketing pages to
many different audiences.

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Track your clicks
Use bit.ly to customize & track your clicks:
1. Open Twitter (or Facebook)
2. Go to bitly.com and create account: https://bitly.com/

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Track your clicks

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Track your clicks
Use bit.ly to customize & track your clicks:
3. Go to page you want to promote,
copy link and
save the image to your desktop.
4. Go back to bitly and click “Create a link”
5. Customize link using words from headline

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Track your clicks
Use bit.ly to customize & track your clicks:
4. Go back to bitly and click “Create a link” – paste in your long URL
5. Customize link using words from headline – click Save. Click Copy.

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Track your clicks
Use bit.ly to customize & track clicks:
7. In a Word doc or in your status update:
Write message using words from
headline: paste in your customized
bitly link.
8. Copy entire message – paste to social
site; add image if needed.
9. Post – and test message after publish.

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Track your clicks
10.Monitor how many clicks you get.

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Original content
or share?
Community Manager (earned & owned):
• Frequently “likes” and shares articles.
• Often writes blogposts, hosts podcast or
gives interviews on company or other sites.
Social Media Manager (owned & paid):
• Often creates Content Library of
messages about public-facing news.
• May make weekly messages of company
news to post to company social profiles.
• Often shares weekly messages with
employees to post to their social profiles.
Source:
https://blog.bufferapp.com/content-distribution-tools

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Rinse and repeat
Community Manager:
• May return to earlier discussion or broaden
discussion by interviewing an expert.
• May syndicate their blog or podcast onto
websites related to their topic.
Social Media Manager:
• May repeat Content Library messages
(use syndication tools, eClincher or HootSuite).
• Teach employees how to use social media.
Source: http://aborgaffiliate.com/how-to-use-content-
syndication-to-expand-your-online-business/

16. 1. Go to this page: http://bit.ly/SJSUsocial
2. Add your first name & link to your Twitter profile
3. Follow your classmates; add them to a Twitter list so you can find them later.
4. Review your Twitter profile; make sure you appeal to your targeted audience.

17. 5. Find a page to promote.
6. Write a post about page; create a customized bit.ly link.
7. Post your message with bit.ly link and hashtag: #SJSUsocial
8. Search on #SJSUsocial and “like” and retweet your classmates.
9. On bit.ly, monitor your clicks over time.
10.Promote your business successfully!

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Be an ACTOR
Manage your social media to go from this:
To this:
Audience
Conversation or post?
Track your links
Original content or share?
Rinse & repeat

19. How to Use Social Media for Business
Let’s stay in touch!
Mary Mac
Social Media Strategist
Twitter.com/bestwebstrategy
LinkedIn/in/bestwebstrategy
bestwebstrategy@yahoo.com