This document provides tips for using social media to connect with audiences and expand networks. It recommends knowing your audience by developing audience personas and their interests. It also suggests listening to audiences on social media, using multiple sites like Twitter, LinkedIn and Instagram based on how your audience consumes information. Additionally, it recommends using social media management tools, creating visual content, engaging with followers, linking to valuable resources, repurposing existing content, committing to a regular posting schedule, showing your personality, and having fun with social media.

1. PERSONALLY SOCIAL
How To Use Social Media To Connect, Engage With
And Expand Your Network So That It Works For You!
MARISSA STONE, MS, ED.S.
THE SOCIAL ACADEMIC
NAPW CARROLLTON CHAPTER
OCTOBER 23, 2014
MARISSA STONE, MS. ED.S. ~THE SOCIAL
ACADEMIC~

2. KNOW YOUR AUDIENCE
• Who are they? (Age, SES, Gender, Lifestyle, Location, etc.)
• What are their interests?
• What are they looking for from you?
• How can you meet their needs?
HW: Develop a persona that represents your ideal prospect- what have you learned about your prospects and how can you
meet their needs?
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

3. LISTEN & MONITOR
• Let FREE social media monitoring sites work for you
• Google Alerts
• Hootsuite/Tweetdeck
• Ice Rocket
• Social Mention
• Topsy
HW: Set one or more of these tools to monitor keywords related to your niche market. What are people saying about
your brand? How can your brand help them solve problems?
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

4. USE MULTIPLE SITES
• Where does your audience hang out?
• How do they want information delivered (videos, images, articles, podcasts)?
• Popular sites include:
• Twitter- short text-like bits of information, utilizes hashtags
• LinkedIn- professional B2B
• Instagram- one post  multiple sites, video, images, text, hashtags
• Pinterest- images, videos, boards, hashtags
• Google+- Blog-like posts, google hangouts (on air- YouTube), mini-tutorials
• YouTube- Owned by Google, video/presentation tools, integrates with G+
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

5. USE A SM MANAGER
• Let FREE social media management sites work for you
• Hootsuite
• Tweetdeck
• Buffer
HW: Start with a free account and learn to use it. Most have tutorials on YouTube. Learn to preschedule posts to
create an active social media presence. Once you find a social media management site you like, consider upgrading to a pro
account.
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

6. CREATE VISUAL CONTENT
• Everyone wants to be infotained. Research shows visual content results in an 85% interaction rate on FB and increases
retweets by 35%
• Create images using tools like Canva, Fotor, Photovisi, Picasa, BeFunky, or Ribbet
• Share interesting things such as behind the scenes product shots, active images of team members, old photos (#TBT), ask followers to
share images, run contests using images, share images/videos from events/volunteer opportunities.
HW: Create a list of ideas you can turn into content. Brainstorm how to capture the images and on which sites you will
share them.
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

7. ENGAGE WITH YOUR FOLLOWERS
• Once you have content and have chosen your sites, finding followers is next.
• Search social media sites using Hashtags that relate to your niche market
• Engage in 2-way conversations online similar to what you would do at a networking event.
• Ask what you can do for your audience- do not become a megaphone.
• Maintain the 80/20 rule at all times.
• Ask your followers questions and engage them for answers
HW: Find followers in your niche market, begin the process of building relationships by being transparent and
trustworthy, share in at least 2 conversations online. Make sure you respond to anyone who engages you.
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

8. LINK AND PARTICIPATE
• Always strive to add value
• Why is your tribe following you?
• What can you do for them?
• Share resources and information you know they are interested in. Strive to become a thought leader in your field.
HW: Using one of the social media monitoring sites, figure out what your audience needs. Commit to sharing something of
value on a regular basis (hourly, daily, weekly, monthly, etc.) Start with 4 minutes per day, share something of value
on all sites. You have expertise your followers are looking for- get it out of your head and share it!
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

9. REPURPOSE CONTENT
• Chances are you already have content you just don’t know it.
• What are some of the regular questions you receive from clients? This is an FAQ list.
• Name 5 things your clients should do. This is a How-to list.
• Have an article or other piece of content? Repurpose it into an image or images with text.
• Create a video that describes something your clients want/need to accomplish. Cell phone cameras are sufficient. Instagram or Vine make
great options for creating short, sharable videos.
HW: Create a list of questions you get regularly and create content around each question. Share this content on your
social media sites.
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

10. COMMIT TO SM
• SM is no longer a choice, it is a requirement.
• Just as you cold-call, you should also commit to SM
• Research shows small businesses who engage on SM regularly get more prospects
• Develop a posting schedule and stick to it.
• Start slow and be patient. Take time to learn how to use each platform. SM is a marathon not a sprint- give yourself time to
grow your SM presence.
HW: Create a SM plan. How often will you post on SM? Use Google Docs to create an editorial calendar. Try to connect your
content with trending topics to extend your reach.
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

11. SHOW YOUR PERSONALITY
• Your followers want to know you are REAL!
• Show your personality by sharing fun things as often as you share information
• Share personal/business events, volunteering, hobbies, vacations, etc.
• Share recommendations, people you follow, or other information.
HW: Develop a strategy to show off your personality. What types of things can you share? Create a list and develop a
plan to implement it.
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

12. ABOVE ALL, HAVE FUN!
• Social media provides a virtual space to showcase you and your business
• Show your followers your fun side. Share all the funny, crazy, insane things that happen in life and with your business
(within reason).
• Social media is about life, but more importantly it is about people!
• Share quotes, jokes, and other fun things regularly.
MARISSA STONE, MS. ED.S. ~THE
SOCIAL ACADEMIC~

13. QUESTIONS?
MARISSA STONE, MS. ED.S. ~THE
Image from: https://interviewblogs.files.wordpress.com/2013/04/social.jpg
SOCIAL ACADEMIC~