Learn the basics of social media, where to start, how to get more engagement, what metrics and analytics may work for you and how to measure success.

1. Social Media
Connecting with Customers In A Changing Environment
Presented by Eurotard

2. What is Social Media?
 Forms of electronic communication (such as Web sites for social
networking and microblogging) through which users create online
communities to share information, ideas, personal messages, and
media content. (www.merriam-webster.com)
 Popular Social Media Platforms:

3. Source: www.business2community.com

4. Optimizing Social Media
For Business
Creating Your Profile
 Create a full, lived in page.
 Business name
 Clear, professional profile image
 Contact info (all of it!)
 Brief, concise description of what you offer
 Live in your profile before going public

5. Where to Start?

6. Facebook
Need-to-Know Lingo
 Profile: your collection of the photos, stories and experiences that tell your story.
 Friend: people you connect and share with on your Facebook profile.
 Page: allows businesses, brands and organizations to connect with people on Facebook.
 Like: clicking ‘like’ on a post is a way to give positive feedback. Your audience will keep up
with your business by ‘Liking’ your page.
 Share: sharing a post with your Facebook friends and connections.
 Post: content you share on your Page with your followers. Also referred to as a ‘Status
Update’.
 Tag/Tagging: links a person, page, or place to something you post, like a status or a photo.
Source: www.facebook.com

7. Twitter
Need-to-Know Lingo
 Twitter Handle: your @username that allows others to
find and connect with you on Twitter.
 Follow: subscribing to another users Twitter account
that allows you to see their Tweets in real time.
 Following: the amount of users who you follow.
 Followers: the amount of users who follow your account
and receive your Tweets in real-time.
Source: www.twitter.com

8.  Tweet: a tweet is a public post that may contain
photos, videos, links and up to 140 characters of text.
 Retweet: a tweet that you forward to your followers.
 Favorite: represented by the ‘heart’ button on Tweets.
Clicking on the Favorite Heart indicated that you like a
specific Tweet.
 Mention: linking Twitter users to your Tweets by using
their @username.
Twitter
Need-to-Know Lingo
Source: www.twitter.com

9. Instagram
Need-to-Know Lingo
 @handle: a method of referring to another Instagrammer within a comment.
Also your ‘username’ which others can search for and identify you and your
business.
 Comment: feedback on another users post.
 Explore: images that are trending (recently popular) on the IG social network.
This is represented by the compass-like navigational star.
 Feed: the stream of images that appear on your homepage.
 Gramming: the act of posting content.
 IGers: short for other Instagram users.
 **NOTE: Right now, Instagram is only available on mobile and tablet. Desktop
platform does not allow for posting***
Source: www.slideshare.net/BrookeFranks/the-ultimate-guide-to-instagram

10. Posting Content
 Images
 Product, events, promotions, attention-getters
 Links
 Relevant articles, blogs, websites
 Text
 Store updates, promotions, quotes, questions

12. Tips for Posting
 5:3:1 Guideline For Getting Started
 5 shares or links to relevant 3rd party content
 3 links to business sponsored content (blog or website)
 1 self promotional post
 Listen and analyze what your audience responds to.
 Key Tip: stay on top of your competitors or similar pages to find out
what works well for them, and what doesn’t.
 Consistency is key for both frequency and message.

13. Please do Please don’t
Share valuable news and
updates on your
business and products.
Only talk about your business.
Share useful articles, images,
content and resources from
credible 3rd parties.
(always give credit to source!)
Share invaluable, irrelevant
content that your audience
won’t find useful.
Know and target your audience. Do a one size fits all
social media strategy.
Semi pre-plan your posts. Post irregularly.
NO BINGE POSTING!
Use your unique social voice
and personality to relate
to your customers.
Use a strictly professional voice
that your audience can not
relate to.

14. The #Hashtag
 A way for users on social media to ‘tag’ what they’re
talking about.
 Acts like a search engine for social media.
 Use hashtags to appeal to your audience, draw new
users, and gain exposure from trending events.

15. Popular Hashtags for the
Dance Industry
(based on Instagram counts)
Hashtag Number of Tagged Posts
#dance 20,631,186
#dancer 4,745,085
#ballet 2,860,554
#dancers 1,778,054
#ballerina 1,142,931
#dancerecital 350,265
#dancewear 55,957

16. Hashtag Do’s and Don’ts
Please Do Please Don’t
New #leotards and #tights from #Eurotard
have just arrived! Come in and stock up
before your #dancerecital !
#New #leotards #from #eurotard #have
#just #arrived! #Comeinandstockup
#beforeyourdancerecital!
All #dancers are athletes, but not all athletes
are dancers. #dance #strong #quote
#inspiration #ballet #ballerina
#balletstrong #dancelife
All dancers are athletes, but not all athletes
are dancers. #alldancersareathletes
#thisquoteissotrue
#danceisthebestsportever
Keep your hashtags short and sweet. Don’t use over 10-15 hashtags in one post.
Create your own, unique hashtags to
promote your business or specials.

17. Frequency and Visibility
 Facebook
 1-2x a day
 Visibility: 1-2 hours
 Instagram
 2-3x a day
 Visibility: 4-5 hours
 Twitter
 5-6x a day
 Visibility: 5-15 minutes
**NOTE: Times vary based on your audience. Listen to your users,
they’ll let you know if you are posting too often or not enough.

18. When To Post
 Determine when your audience is online.
 Trial and Error-post at different times and days and monitor which
posts receive the most engagement.
 Inside social media tools
 Facebook Insights
 Twitter Analytics
 External applications
 Buffer
 Simply Measured
 Iconosquare
 Tweriod
 Klout

20. Engage, engage, engage!
 Create and facilitate two-way conversation.
 Talk with your audience, not at them.
 Comment, post, like and share others content.
 Be SOCIAL on SOCIAL MEDIA.
 Be professional, but still human and relatable.

21. How Long Will This All Take?
 Can be done in as little as 1-2 hours a week for a low
maintenance social media presence.
 Average time per week amongst marketers:
6 hours.
 But really, it’s up to you!

22. Tools to Help

23. www.hootsuite.com
 Free and paid plans.
 Schedule posts to multiple social media platforms.
 View, comment, and like on multiple platforms side-by-
side in real-time.
 Coordinate with other team members within program.
 Basic reporting and measurements.

26. simplymeasured.com
 Free and Paid Plans
 Basic and in-depth metrics and tracking for each
platforms for your brand AND the competition.
 Competitive analysis and benchmarking.
 Find which keywords return the most engagement.
 Analyze each social audience to find out what they like,
when they are online, what they are talking about.