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Making Sense of Social Media: NAWBO Lexington
The document discusses the significance of social media for businesses, highlighting that users engage more with social media than email and that it influences consumer purchasing. It outlines a framework for effective social media strategy, emphasizing setting objectives, integrating with marketing plans, tactical execution, and ongoing monitoring. Key elements include understanding audience engagement, creating valuable content, and avoiding policy fears that hamper social media initiatives.
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Making Sense of Social Media: NAWBO Lexington
- 1. Social Media forBusiness Emily Sandford
- 2. The Business Case • US Internet users spend 3X more time on blogs and social media than on email • 43% of all online consumers are social media fans or followers • 81% of consumers receive product purchasing advice from friends and family on social media • 63% of companies say using social media has increased
- 3. The Steps A: SetObjectives The MDA: Most Desired Action B: Integrate into communications plan C: Tactical planning and execution D: Monitoring
- 4. A. Set Objectives Beforejumping into the social media waters, really think about WHY you want to use social media: • Build customer communities • Drive website traffic • Provide customer service • Share company news • All of the above?
- 5. B: Integrate IntoPlan • How does social media support the existing plan? • What objectives or portions of other marketing elements can social media: – Enhance – Reinforce – Replace – Support
- 6. C. Tactical Planningand Execution • Who: Who is responsible for posting and for oversight? • What: What content is being posted? • When: When do you plan on posting, monitoring, and responding? • Where: Where will you post content (which networks) • Why: Why are you doing it? • How: How are you going
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- 8. About policies… Fearof policy enforcement is the #1 factor that stops business blogs and social media programs before they start! Source: Intel
- 9. C. Tactical Planningand Execution • Companies don’t post on social media, humans do. • Conversational • Passion and authority • Transparency • Frequency (don’t be the one who disappears)
- 10. But what doI write? • Intention • Customer education (without selling) • Skip the marketing fluff • Product/Service applications • Any real-time news • FAQs • No ideas? Ask employees and customers
- 11. Promotion • If youbuild it, will they come? • Refer to target audience to set promotion strategy • Get employees involved • Make content visible on existing channels
- 12. D: Monitoring • Standard web metrics – overall • Web metrics – blog content • Content analysis • Social mentions • Feed subscribers • Lead tracking • Comments
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- 15. Resources • Download thispresentation • Links to all mentioned tools • Recommended articles > authenticallysocial.com/nawbo <
- 16. Questions? Emily Sandford authenticallysocial.com Personal blog: skinnyemmie.com emily@authenticallysocial.com 859.721.0414