The document provides an overview of using social media for business purposes. It discusses setting up and using profiles on key platforms like Twitter, LinkedIn, Facebook, YouTube and SlideShare. For each platform, it recommends best practices for company and personal profiles, types of content to share, and ways to interact and build connections. The document also covers measuring social media performance over time, creating editorial calendars, and developing workflows and guidelines for employee social media use.

1. Social Media For Business
October 29, 2014
Presented by: Ilissa Miller, CEO, iMiller Public Relations
www.imillerpr.com

2. Social Media 101
OVERVIEW
What social sites should your company consider and why? use and how?
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1. Twitter
• Why/What is it good for?:
• Company Pages
• Group Discussions
• Individual Pages
• Press Releases
• Company news
• Partner/customer/vendor news
• Industry articles and trends
2. LinkedIn
• Why/What is it good for?
• Press Releases
• Articles
• Blogs
• General News / Trends
• Engagement with Peers, Prospects, Business Partners
• Relationship building

3. Social Media 101
OVERVIEW Continued
What social sites should your company consider and why? use and how?
3
3. Facebook
• Why/What is it good for?:
• Relationships
• Company Pages
• Events
• Group Participation
4. YouTube & SlideShare
• Why/What is it good for?:
• Videos
• Presentations
• Monitoring Trends

4. Social Media 101
TAKE INVENTORY
•What social sites does your company use and how?
•Who is the point person?
•How does your company manage social media?
•Where are there opportunities to grow or improve your presence?
EXAMPLES:
• Twitter: Increase followers, increase post frequency, diversify the type of
posts (industry news, company news etc.), Increase engagement
(retweets/reply etc.)
• Linkedin: Increase frequency of updates, increase followers, engage in
conversations
• Facebook: Revive activity (could be postings similar to LI), increase ‘likes’,
join events, groups and conversations
• YouTube / SlideShare: add presentations, videos, track leads
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5. Social Media 101
WHERE ARE YOUR STRENGTHS? AND WEAKNESSES?
How would you rate your company’s use of social media?
•How is it Managed (centrally? Adhoc?)
•Who sets the agenda?
Set goals – what do you want to achieve?
•Improve customer engagement
•Increase customer experience
•Increase thought leadership
•Identify new trends and opportunities
•Understand your competition
• Operational Efficiency
How are you going to measure success?
• Increase number of followers
• Quantify followers to target quality
• Drive traffic to the website
• Increase social media mentions
• Share conversations
• Influence the market
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6. Maximizing Twitter for Business
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7. Twitter Activity
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8. Tools: TweetDeck View
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9. COLUMN 4 -
Followers
This will give
you visibility
into new
followers
TweetDeck Recommendations cont’d
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COLUMN 1 –
User:
@YOUR
COMPANY
This column
will show all
of Your
Company’s
activity within
Twitter
COLUMN 2 -
@Mentions
This column will show
all mentions of
@YOUR COMPANY
(anytime someone
tags @YOUR
COMPANY in a post, it
will show here). This
will give you visibility
into those who are
talking about Your
Company
COLUMN 3 -
Search “YOUR
COMPANY”
This column will
show you all
mentions of Your
Company when the
mention does not
include the @tag.

10. TweetDeck Recommendations cont’d
Analyst/Media:
This list would
include a target list
of Media/Analyst.
This will be useful in
identifying
opportunities to
engage and
establish a
relationship with
media/analysts.
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COLUMN 5/6/7 – Lists
COLUMN 5 – COLUMN 6 - COLUMN 7 -
‘Friends of Your
Company’:
This list would be
inclusive of those who
you are willing to
promote/share/engage
with in support of that
relationship. Including
but limited to:
o Customers
o Partners
o Vendors
o Employees
Competitors:
This list would include
all of Your Company’s
competitors and would
be used for monitoring
purposes only.

11. TweetDeck Recommendations cont’d
Additional columns for consideration:
Search:
•Search for near ‘city’ to identify people in your target markets
•Use ? To search for tweets with questions
•Use “key words” to search for an exact phrase (must use quotes)
•Use OR to find tweets that have any of the words in your query
(examples: network or Hosting or dark fiber or Ireland or colocation)
•Search for Hashtags (the #symbol) to track keywords / events
Lists:
•Prospects
•Thought Leaders
•Influencers
•Associations
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12. Twitter Best Practices
• Limit use to no more than 2 #hashtags per Tweet
• Use #’s only on Tweets relevant to the topic
• Location of # can be anywhere in the Tweet
• Recommended limit 120 Characters, leaving room for RT
• Note: Links will always take up 22 characters
• Be aware of the time of day and day of week when you post
For Press Releases & Media Alerts
Press Release/Media Alert | Title (include #s and @s as necessary) LINK
For Blogs
Blog | Title (include #s and @s as necessary) LINK
Articles on Other Sites
In The News | Title (include #s and @s as necessary) LINK
Events
When is the event, where is the event, include #hashtag of the event, Email to schedule
meetings or name of event, description of service, email to schedule meeting (include #
and @) – shout out to sponsors, attendees, supporters, speakers, etc.
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13. Recommended Twitter Tools
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FollowerWonk: www.followerwonk.com
•Search Twitter bios/profiles for keywords, location etc.
•Analyze your followers
•Analyze your competitors (see who they are following, who is following them)
•Follower activity: Determine most active hours for followers to identify when
you should be scheduling posts.
Twitonomy: www.twitonomy.com
•Visibility into who is following you that you are not following back
•Profile Analysis: Top influencers, top tweets
•Identify users most retweeted/replied to/mentioned etc.

14. LinkedIn For Business
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15. LinkedIn - Business
Most Important: Ensure your company profile is complete / updated
Here’s what you should always include:
•About your company
•Specialties (products, services)
•Website
•Industry
•Type of Company (public/private)
•HQ Location
•Company Size
•Year Founded
Additional Items:
•Enhance with Images
•Use URL’s / Links to refer people
•Leverage and consider sponsor updates / boosting posts, etc.
•Turn-on Analytics – identify links and posts that attract impressions, clicks, interactions
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16. LinkedIn - Business
• Bolster your profile with information such as articles, blogs – be sure to
keep content regularly updated and current
• Prepare a weekly or monthly social media editorial calendar
• Include event calendar, company announcements, product launches
etc.
• Ensure your employees are linked to your company profile
• Communicate with employees via email/chatter
• Coordinate groups and subsequent participation across the company
• Identify key target areas of influence
• Identify key target prospect related groups
• Identify hot topics of discussion
• Leverage Linkedin Pulse:
https://www.linkedin.com/today/channels?trk=tod3-top-nav-filter
• Identify geographically relevant areas
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17. LinkedIn - Personal
• Ensure your personal profile(s) are complete
• Professional Photo
• Detailed view of past jobs (present tense verbs and description for current role,
past tense for all others)
• Focus on relevant roles in the last 10-15 years of your career (If it spans that long)
• Limit personal information as it relates to your profession (don’t over do it)
• Promote your LinkedIn profile
• Import contacts to LinkedIn and connect (build your network)
• Engage with connections via LinkedIn Groups
• Search for relevant groups
• See what groups your key customers are in
• Search for groups your competitors are in
• Get Recommendations
• Bolster your expertise
• Integrate your Blog Feed into LinkedIn
• RSS Feeds via the BlogLink application in your profile
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18. Facebook For Business
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19. Facebook - Business
Create or update an existing company profile page!
Key Sections:
•About
•Mission
•Company Overview
•Description
•Awards
•Products
•Website
How to Interact with your page:
•Invite people to LIKE - Encourage Likes (news
items get pushed to newsfeeds)
•Add relevant news and information (see your
content calendar / similar to LinkedIn posts
•Add photos, videos
•Interact with people on the page – start
conversations
•Boost key news items (image-based)
•Ensure you have an image / photo
•Set your settings right!
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20. YouTube / SlideShare For Business
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21. YouTube
Create or Update your YouTube page
•About your company
•Update logo / header image
•Add new videos
•Add social media
SlideShare
Create or Update your SlideShare page
•About Your Company
•Update logo / header image
•Add new presentations (PDF)
•Track leads / responses / downloads
•Review weekly stats and track growth and reach
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SOURCE: http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/
the-best-and-worst-times-to-post-on-social-media-infograph#1

23. Reporting/Tracking
Social Media For Business
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24. Measurement
Establish a baseline
Page Likes
As of TODAY
Page Likes
As of November 2014
Page Likes
As of December 2014
No. of Followers
As of TODAY
No. of Followers
As of November 2014
No. of Followers
As of December 2014
Followers
As of TODAY
Following
As of TODAY
Followers
As of Nov
2014
Following
As of Nov
2014
Followers
As of December
2014
Following
As of December
2014
xxxxx xxxx
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25. Social Media 301
• Look backward – then forward
• What challenges do you have / expect?
• How do you measure the results? Are you able to?
• How do you manage and grow your social presence?
• How do you monitor activities across the board?
• Review past data to identify trends, how far have you come? How far do you
want to go?
• Does your company use Social Media and are there ways to improve the flow of
communications?
• Are you conversing on discussion / groups boards in a relevant way?
• What are your next set of goals?
• Increase presence
• Increase frequency of content publication
• Integrate social into other marketing activities and objectives
• More robust social monitoring
• Better integration between social marketing and the rest of the organization
• Mobile social media presence?
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26. What does a Social Media
EditCal Look Like?
Outline
Monday – Set the stage for the week. Promotions, teasers, polls, retweet relevant
news
Tuesday – Look for trends / hot news items, product / location specific tweets, retweet
partners
Wednesday – General Retweet / Update Tweets about what is happening at the
company
Thursday– Trendy Thursday – share tweets about key trends happening in the industry
from earlier in the week
Friday– ‘Follow Friday’ Thank new followers
Example
- Thanks for following @xyz, be sure to like us on FB too! <link>
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27. Workflow
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28. Actions You Can Do Today!
Create Lists
Create segmented lists in Twitter: customers, analysts,
media, prospects, competitors etc. and identify their
twitter names
Hashtags /
Keywords
Identify hashtags / keywords for approved usage and
create consistency across your communications
LinkedIn Groups Identify target groups (Associations, Conferences,
Keywords, Areas of Interest, Products, Services, etc.)
Best Practices Create best practices guide for employees
Editorial Calendar Create social media outline for week/month
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29. 29
SOURCE: http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/
the-best-and-worst-times-to-post-on-social-media-infograph#1

30. THANK YOU for ATTENDING
Social Media For Business
QUESTIONS?
www.imillerpr.com