SCORE guide to social media
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Slides for a presentation to SCORE counselors. Focused on best practices and implementation strategies.
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SCORE guide to social media
- 1. A SCORE Consultant's Guide to Social Media Best Practices and Implementation Strategies
- 2. About Margy Rydzynski • SCORE Client • Consultant, sole proprietor • Background in writing/communication • Started as a personal user of social media tools
- 3. Now That You Know What:
- 4. The Tools of the Trade
- 5. Let's Talk About The How, The When and The Where
- 6. Best Practices and Implementation Strategies
- 7. Do Social Media Right And Everybody Will Know About You (in a good way)
- 9. Low Budget Love Brigham Young University
- 10. Mmmm! What's Cooking Today?
- 11. Do Social Media Wrong And Everybody Will Know About You (in a bad way)
- 12. You've Probably Seen This Email Spam, and Lots Of It
- 13. Twitter Spam? But What About:
- 14. Users Are In The Driver's Seat Be Careful What You Wish For!
- 15. How To Do Social Media Right Implementation Strategies: Four Principles
- 16. First Principle Social media marketing is not free advertising. It's a user-driven communication medium. • Don't hard-sell products/services • Have a commerce website or location for that • Consider buying an ad if you want to advertise
- 17. Second Principle A social media campaign should be an addition to - not a replacement for - a traditional marketing strategy. Clients should already be: • Networking • Communicating • Establishing competency Offline
- 18. Third Principle Social media campaigns require active participation • Do nothing and get nothing • Respond to others and they'll respond to you
- 19. Fourth Principle Social media campaigns take time and patience. Long-term process. • Communication/marketing/community - not advertising • Have other strategies in place, too
- 20. Increasing Your Client's Chances For Social Media Success
- 21. Research! Still need to know: • Who are the customers or clients? • What type of business? • What type of client (age, occupation, income, etc.) Different populations use the internet differently.
- 22. Client Research Will Help Establish: • Which tools to use for which group • How those tools should work together Then they'll know:
- 23. The Social Media Marketing Mix Will depend on business. For example: • Consultant (substantive): A blog, social network presence, b2b networks, a podcast • Restaurant (real-time updates): Twitter or Foursquare • Artist (online display space): MySpace or podcast for musicians, Flickr for visual artists.
- 24. An Effective Outreach Strategy Modes of Communication • Email link to blog post • Facebook and/or Twitter signup on static website • Reference to web presence on printed materials
- 25. Business Must Communicate With and Respect Online Communities
- 26. Communicate • Be a good guest • Respect community's right to privacy • Ask questions, give answers • Represent yourself honestly
- 27. Respect the Rules of Engagement • Introduce yourself when linking or "friending" • Don't send excessive emails to an online group or Facebook page • Don't follow total strangers on Twitter (stalking)
- 28. Some Ideas And Suggestions for SCORE Counselors
- 29. Use The Tools Yourself • Learn by doing • Lead by example • Know what you're talking about Will also enhance SCORE's reputation and increase its visibility to millions of potential new clients
- 31. Negative Feedback Concerns Are Legitimate Business reputation is important. Balance. • Okay to set the terms of engagement • People can be vicious and destructive online • Don't censor, but don't allow flaming, either
- 32. Privacy Concerns Are Legitimate • Balance accessibility with privacy • Some tools more private than others (Facebook pages vs. a social network).
- 33. Time Concerns Are Legitimate Small businesses have to juggle multiple time commitments • Several posts, tweets, etc., a day are not feasible for many • Posts can be short: a picture, a quote, an observation • Posts can link to other posts Too many posts can be as bad as too few
- 35. Honesty Is The Best Policy And It's Okay To Ask For Help! A well-managed social media campaign will lead to engagement that's supportive, useful and fun!