The document discusses the importance of social media for community building and communication. It defines social media as online communities that allow people to connect, converse, and share information about their interests. Examples of major social media platforms are provided like Facebook, Twitter, LinkedIn, and others. The document then outlines a 5 step plan for achieving positive return on investment from social media, including listening to what people say, focusing on relevant audiences, and establishing goals and metrics to track results. It concludes with statistics on Facebook usage and 10 tips for radio stations to leverage social media effectively.

1. COMMUNITY &
THE SOCIAL MEDIA EQUATION
EVE MAYER ORSBURNı
JANUARY 26, 201 | 2-3p CT ı
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2. WHAT IS SOCIAL MEDIA
• An ONLINE COMMUNITY shared with people who like and
do similar things that you like and do
• A place to have a CONVERSATION with colleagues, fellow
consumers, and customers
• A place where people GIVE and GET information about
things that interest them
• Social Media is simply people COMMUNICATING through
new technologies

3. WHAT DOES SOCIAL MEDIA INCLUDE
TRIPADVISOR: considered a social media vehicle because it allows
users to ‘rate their experience’
FACEBOOK: the largest social media network
FOURSQUARE: social media application that shares a user’s ‘location-
base’
TWITTER: a micro-blog network
LINKEDIN: largest professional network
Other social media: Flickr, Yelp, YouTube, Blogs, MeetUp, Reddit,
and StumbleUpon

4. WHY SOCIAL MEDIA

5. THE 5 STEP PLAN TO POSITIVE ROI
STEP 1: SHUT UP AND LISTEN!
STEP 2: WHY OPPOSITES ATTRACT
STEP 3: ONE BALL IS NOT ENOUGH TO JUGGLE
STEP 4: THE SOCIAL MEDIA EQUATION
STEP 5: THE ROI OF SOCIAL MEDIA

6. 1. SHUT UP & LISTEN!
Listen for what people are saying about your:
• INDUSTRY
• COMPANY
• PRODUCT(S)/SERVICE(S)

7. 2. WHY OPPOSITES ATTRACT
Although it’s okay to join a
few groups to keep up
with your industry, make
like-minded connections
and follow trends, make
sure the MAJORITY of the
groups you join target your
key prospects.

8. 3. ONE BALL IS NOT
ENOUGH TO JUGGLE
Areas of your company that
can leverage social media:
• Customer Service
• Marketing
• Company Goal Fulfillment

9. 4. THE SOCIAL
MEDIA EQUATION™

10. 5. THE ROI OF SOCIAL MEDIA
Keys for Measuring ROI:
1. Set specific goals
2. Establish simple, safe, and effective
ways to track the achievement of
these goals

11. Faceboo | STATISTICS

14. Faceboo | STATISTICS

17. | STATISTICS

20. Faceboo | STATISTICS

22. 10 SOCIAL MEDIA TIPS FOR RADIO STATIONS
1. You're an entertainer – show it! If your social media personality comes
across as boring, lame and "not getting it," people will associate your on-air
show and station with that same lameness.
2. Provide benefits, not commercials. Things people like: Download here,
Read this..., Post links, Post videos, Front row tickets in 10
minutes, Conversation starters - "How do you pack your kids for
camp?," Check out this contest online, Go here for free samples, Meet us
tomorrow @ ______ from 2pm-4pm - We'll have free _____.

23. 3. Social media is a two-way street. Have a conversation with your listeners.
Pay attention to what people say. Reciprocate, respond, comment - like
their photos
4. Make it easy for your listeners to find you! Use your station website to link
them to your social media sites.
5. Don't let social media overwhelm your main job. What comes out of the
speakers should always come first!
6. Think about the content on your social media sites like you think about the
content on-air or on your station website.

24. 7. Avoid liners/radio speak (not everything translates well to a 140-
character conversation). How you "read" it on the radio may be different
than how you "write" it in a social media post.
8. There is a difference between your personal page and your fan page. The
best rule of thumb is not to mix the two.
9. The content of your page must match the personality of the station
overall.
10. Make sure your social media sites are gateways back to radio’s core
audio content, rather than a distracting parallel activity.

25. LET’S CONNECT |
Eve Mayer Orsburn:
Eve@SocialMediaDelivered.com
www.LinkedIn.com/in/EveMayerOrsburn
www.Twitter.com/LinkedInQueen
Social Media Delivered:
www.SocialMediaDelivered.com
www.Twitter.com/SocialMediaDel
Contact@SocialMediaDelivered.com
469-248-0616
Social Media is all we do.