This document provides an introduction to using social media for business purposes. It outlines the most popular social media platforms including Facebook, Twitter, Pinterest, LinkedIn, Google+, and YouTube. It also describes popular social media management tools like Hootsuite and Sprout Social. Finally, it provides a 10 step process for developing an effective social media marketing strategy including aligning goals, creating a content calendar, listening to audiences, and evaluating performance.

1. Introduction to Social Media for Business
Launching a Facebook page or LinkedIn account for your business doesn’t have to be a daunting task. In this
white paper, you’ll find a break down of the most popular social networking platforms, steps to guide your
decision-making process, as well as tips for managing social media pages. Of course, what works today, will
not necessarily work tomorrow. Keep up with social media trends, and follow the 44 Interactive Blog for the
latest news on digital marketing. Have fun!
Popular Platforms
Facebook
Twitter
Facebook is a popular, free social
networking website that allows
registered users to create profiles,
upload photos and video, send
messages and keep in touch with
friends, family and colleagues.
Twitter is a free social networking
micro blogging service that allows
registered members to broadcast
short posts called tweets. Twitter
members can broadcast tweets
and follow other users’ tweets
by using multiple platforms and
devices. Tweets and replies to
tweets can be sent by cell phone
text message, desktop client or
by posting at Twitter.com.
Pinterest
LinkedIn
Pinterest is an online pinboard
style photo-sharing website that
allows users to create and manage theme-based image collections such as events, interests,
and hobbies. Users can browse
other pinboards for images, “repin” images to their own pinboards, “like” photos or upload
their own.
LinkedIn is a social networking
site designed specifically for the
business community. The goal
of the site is to allow registered
members to establish and document networks of people they
know and trust professionally.
Google+
Google+ is literally Google with
a plus. The “+” is the social networking it adds to all of Google’s
other services, including Gmail,
YouTube, and Blogger. Google+
brings popular social-media features like comments, photo- and
music-sharing, video chat, etc. to
your social.
YouTube
YouTube is a free video-hosting
website that allows members to
store and serve video content.
YouTube members and website
visitors can share YouTube videos
on a variety of web platforms
by using a link or by embedding
HTML code.

2. Popular Management Tools
Hootsuite
Social media management system for businesses
and organizations to collaboratively execute campaigns across multiple social networks from one
secure, web-based dashboard. Launch marketing
campaigns, identify and grow audiences, and distribute targeted messages using HootSuite’s unique
social media dashboard. Streamline team workflow
with scheduling and assignment tools and reach
audiences with geo-targeting functionality. Invite
multiple collaborators to manage social networks
securely, plus provide custom reports using the comprehensive social analytics tools for measurement.
Key social network integrations include Facebook,
Twitter, LinkedIn, and new Google+ Pages, plus a
suite of social content apps for YouTube, Instagram,
Flickr, Tumblr and more.
https://hootsuite.com/
Sprout Social
Social media management platform to monitor
incoming messages and schedule posts for Twitter,
Facebook, Google+ and LinkedIn as well as integration with Google Analytics, UserVoice and Zendesk.
Sprout Social features a unified Smart Inbox with all
incoming messages. Sprout combines profile-level,
group and roll-up analytics reports to get a high or
low level look at performance. You can report on your
social profiles in the way that makes sense to your
business.
http://sproutsocial.com/

3. 10 Steps to Take to Reach a Solid
Social Media Marketiketing Strategy
1. ALIGN GOALS
What’s the point of going on social media in the first place? Are you hoping to generate leads? Increase sales?
Recruit employees? Create brand advocates? Choose a goal and focus.
HINT: Don’t get caught up in the number of followers and fans you have. It’s about the quality of fans (brand
ambassadors, influencers).
2. DECIDE HOW TO MEASURE SUCCESS
Companies and organization have varying ways of interpreting success on social media. Are you measuring
reach (number of followers, visitors), engagement (clicks, shares, likes, comments), or conversion (number of
people taking an action based on your content)?
3. CREATE PROCESSES
What is your plan for maintaining your social media accounts?
•
Allocate budget and resources
•
Decide who will manage the account
•
Decide who (one person or multiple) will answer to questions, concerns and feedback
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Decide who (one person or multiple) will generate new content, written and visual
•
Decide frequency of posts
4. ORGANIZE A CONTENT CALENDAR
Start by thinking about general topics of interest in your field that your followers would appreciate. Then decide on themes, such as safety tips, industry updates, event features, etcetera and try your best to stick with
them. Plot out your schedule and frequency of posts (daily/weekly/monthly). You know the saying, “Once you
know the rules, you can break them.” When something exciting happens or breaking news arises, take advantage on creating buzz on your social media networks even if you haven’t planned for it!
HINT: Content calendars are a constantly evolving tool, so it’s more of a general guide
5. SET UP SOCIAL MEDIA ACCOUNTS
Once you know why you should be on social, decide on the platforms that will help you reach your goals. Are
you going to create a profile on Facebook, Twitter, LinkedIn, Pinterest, YouTube, Instagram, Google+, a combination or all of the above?
HINT: Make sure you set up a business profile for many of these platforms, not personal.

4. 6. GENERATE CONTENT UNIQUE TO YOUR FIELD/BRAND
Quality content is key! Share and post content that your audience is looking for that’s also unique to your category. Add clean, informative, entertaining information and feature images.
HINT: It’s okay to share content from other companies and organizations you wish to affiliate yourself with.
This can further your reach and encourage others to take interest in your brand/organization. Just don’t go
overboard. In your unique posts, be helpful and don’t oversell.
7. LISTEN
Oftentimes, customers and supporters will tell you where and how you should be active in social media. It’s
also wise to evaluate what your competitors are doing to ensure you’re not missing out on something.
HINT: Subscribe to Google Alerts, to know who is talking about you, and what is being talked about in your
industry.
8. NOW TALK
The great thing about social media is it’s a two-way communication channel. It’s about having conversations,
not talking at or selling to followers.
HINT: Think about your voice and tone. Do you want to be authoritative? Lighthearted? Sarcastic? Witty? Stay
true to your brand and reputation.
9. SPREAD THE WORD
How do you plan to tell your customers and supporters you’re on social media? Will you:
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Activate employees, or create an internal campaign?
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Advertising on Facebook, Twitter, LinkedIn, Google?
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Send an email or have social links in your email communications (signature, bottom bar)?
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Place social media links and/or feeds on your website?
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Add social media URLs to your print materials (business cards, package inserts, brochures)?
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Encourage attendees of events to follow you?
10. EVALUATE & REVISE
Now that you’ve been on social media, how can you improve? Every so often (at least annually), evaluate your
successes and failures. Look at content fans and followers are most engaged with. The more you analyze and
optimize, the better you’ll do!
HINT: Once you start, don’t stop. Remain steadfast. If you must, start slow and then ramp up, but don’t quit.

5. Social Media Advice, From Us to You
•
Check Facebook rules and regulations when launching new promos as it’s constantly changing. Do
this with every social media platform you’re on. Helpful link: Facebook Policies
•
Images are your friend, and often substantially boost post engagement. Use them!
•
Activate ambassadors, both internal (passionate employees), and external (super fans, loyal cus
tomers). Example of activating employee ambassador: Millis Transfer Blog: Meet Eddie
•
Don’t delete negative comments. When you publicly respond to fan concerns, it shows you operate
with integrity and care about your customers and supporters. However, you can delete vulgar and
inappropriate content. Last year, Target demonstrated what not to do as they started deleting
comments from frustrated individuals when their gift registry went down. Fans were so upset
about them ignoring/hiding/deleting comments; soon they had more negative responses online
than they could manage. Comments about Target on Facebook
•
Start a blog or website to act as a hub for your content, but only if you have someone to update it.
This content can then be pushed out to your other social media networks. 44 Interactive Blog
•
Have fun and interact with organizations that align with your brand. This will also help you reach
new audiences. Good read: 9 Examples of Brands Engaging with Social Media Banter
For more on social media marketing, follow 44 Interactive:
44interactive.com
Facebook.com/44interactive
Twitter.com/44interactive
LinkedIn.com/company/44-interactive
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info@44interactive.com
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