The document provides tips for businesses and professionals on using social media. It discusses various social media platforms and how they can be used for business purposes, including networking, advertising, and engaging customers. It also provides best practices for social media use and strategies for measuring success. Professionals are advised to represent themselves responsibly online and use privacy controls to manage their digital identities.
2. Intro to Social Media
Social Media For Business
◦ Uses
◦ Writing for Social Media
◦ Measuring Success
Quick exercise
◦ Distributing a press release or article via social
media
Social Media for Professionals
◦ Be Responsible
◦ Using social media to get a job
◦ Controlling Privacy
3. There’s more to social media than just
Facebook & Twitter
Any website or web-based application that
encourages the “creation and exchange of
user-generated content”.
4. Social Networking Group Buying
◦ Facebook ◦ Groupon
◦ LinkedIn ◦ Living Social
◦ Google + ◦ Google Deals
◦ Yammer Social Q&A
Social News Sites ◦ Yahoo Questions
◦ Twitter ◦ LinkedIn Groups
◦ Digg ◦ Quora
◦ Reddit ◦ Focus
◦ LinkedIn Today Product Reviews
Social Media Sharing ◦ Google Product Search
◦ YouTube ◦ Google Places
◦ Flickr ◦ FourSquare
◦ Slideshare ◦ Yelp
◦ Wikipedia ◦ UrbanSpoon
Blogging & MicroBlogging ◦ Amazon
◦ Wordpress ◦ eBay
◦ Tumblr Location Based Mobile Apps
◦ Posterous ◦ FourSquare
◦ Twitter ◦ Google Places
5. Peers Trust Peers
It’s where customers are spending the most time
90% trust a friend’s recommendation over critics
review
Unbiased feedback & useful insights
Customers are forming and sharing opinions that
will impact your brand
6. Listen
◦ Understand what your customers are saying about your brand
Network
◦ Leading the online conversation is the best way to communicate your
message
Energize
◦ Give fans the tools they need to share your message among their peers.
Embrace
◦ Ask clients for new ideas that drive better service and greater innovation.
Sell
◦ Both small and large businesses are increasingly looking to measure ROI
on social media. Sales are possible.
Support
◦ Customers offer support to other customers via conversations
7. Over 500 million people on Facebook every
day
Customers engaging in conversations,
sharing recommendations
Brands earn permission to engage customers
Facebook Pages allow businesses opportunity
to join conversation
Advertising: Advanced demographic targeting
options
8. Build your Page
◦ Photo
◦ Location
◦ Info
◦ Apps
◦ Wall Posts
9. Talk to your customers
◦ Share exclusive content
◦ Ask questions
◦ Create an event
◦ Check your page daily
◦ Reward your fans
Expand your reach
◦ Use Like button on website, emails
◦ Run Facebook Ads
Analyze and Optimize
◦ Use Facebook Insights, generate your own reports
10. World’s largest professional network
online
120 million professionals
Includes executives from all Fortune
500 companies
Educated, affluent, influential
membership
Advertising Options
Company Pages (over 2 Million)
Build relationships with individuals/
decision makers
Opportunity to become “Thought
Leader”
11. More than 200 million users
Unlimited reach
Quick and easy
Great distribution tool for
promotions, articles, press releases, and viral
content
Customer Service
◦ People vent on twitter
◦ Opportunity to respond
13. Tweet – Message up to 140 characters in length
Avatar – Personal Image or Brand Logo
DM – direct, private message to another user
Lists – List of tweeters
(Authors, Teammates, Musicians, etc.)
#FF – Follow Friday
Mention – Mentioning another user (Everybody
follow @SeanHenri)
Retweet – the act of repeating another user’s tweet
to your followers
14. Always add an Avatar
Include location & descriptive bio
Include link in bio
◦ Website
◦ LinkedIn Profile
Branding: logo, colors, slogans
15. 140 Characters
Get them to do something
◦ Link to content – articles, videos, photos, press
releases, surveys
◦ Ask a question
Learn to tease
◦ Write engaging headlines that get people wanting more
Be personal
Use proper grammar
Include keywords for SEO
Use #hashtags!
Shorten your links (bit.ly)
16. Know the rules
Traditional copywriting best practices apply
Think in 140 characters
Get them to click, share, or respond
Know SEO
Two way conversation
Keep it light, fun, retweetable
17. Completed Transactions
◦ Sales originating directly from social media
Leads Generated
◦ Sales, sponsorship
Lead Generation Activity
◦ What activity lead to these new leads
Customer Service Measurement
◦ How many customers were responded to?
◦ What feedback did we get?
Raised Awareness
◦ Post views, clickthroughs, replies, demographics
18. Split into groups
Each group will receive an article or press
release to “share” on social media
Write three unique “posts” for sharing on:
◦ Facebook
◦ Twitter
◦ LinkedIn
20. Social networking should
be fun, but be responsible
Once something is shared
it is difficult to erase
Photos & videos will come
back to haunt you
Don’t say something
online that you wouldn’t
say in the office
21. Recruiters using social media to find talent
Hiring managers research applicants online
LinkedIn is a gold mine for recruiters
Twitter – Network with those in your industry
◦ Follow lists and topics to find other professionals
◦ Build your reputation
◦ Link to your LinkedIn profile or website in Bio
Blogs – Own your name! (www.SeanHenri.com)
◦ Write unique content to establish yourself as an expert
◦ Dominate search results
◦ Bury the bad stuff
22.
23. YES!
Every connection is a good connection*
Opportunity to grow relationship outside of
work
Increased Privacy Controls
Build friendships with co-workers
◦ Opportunity for referrals down the road
Share knowledge
◦ Stay in front of industry trends
24. Increasing amount of privacy options
Use “lists” and “circles” to control who can see
what
Try “view as” feature on Facebook to see what
your friends can see
Learn More:
◦ Facebook: http://www.facebook.com/help/safety
◦ Twitter: https://support.twitter.com/
◦ LinkedIn: https://help.linkedin.com/app/home
◦ Google+: https://plus.google.com/u/0/settings