This document discusses how businesses can use social media. It outlines various social media platforms like Twitter, Facebook, blogs, and video/photo sharing sites. It notes that major social networks have mobile components. The key is taking an integrated approach rather than just joining platforms. Businesses should engage in conversations, monitor discussions, and respond to build visibility. The document provides tips on developing a social media plan by identifying goals and audiences, choosing representatives, and using appropriate tools and metrics to track returns. It cautions that success requires sustained effort over time.

1. Social Media:
For Your Business
Sarah Evans
Sevans Strategy
sarah@sevansstrategy.com
Twitter: PRsarahevans
Skype: Prsarahevans
AIM: Prsarahevans
LinkedIn: http://www.linkedin.com/in/prsarahevans

2. CAUTION: You may feel overwhelmed.
(that’s okay)

3. Online Communities & Social Media
• Social networking (i.e. Twitter, Facebook)
• Social bookmarking (i.e. Digg, Delicious)
• Broadband content
• Gaming (i.e. video games, entertainment)
• Blogs (i.e. Wordpress, Blogger, TypePad)
• Consumer generated media
• Mobile content or gaming access
• Wikis (i.e. Wikipedia)
• Video sharing (i.e. YouTube)
• Photo sharing (i.e. Flickr, Photobucket)
• Presentation sharing (i.e. Slideshare, Scribd)

4. Social Media (the social part)
• YouTube - More than 100M video uploads, daily
• Facebook -200M active users
• Twitter -3 million + posts per day
• Blogs - 133M indexed by Technorati since 2002
• News bookmarking sites -“regular” people shaping
news THEY deem important (e.g. Digg, Delicious)
Every major social network has developed a
mobile component (original basis for Twitter)

5. It’s not joining
Twitter and Facebook.

6. Going online means an
integrated approach.
• Media strategies
– Talking to reporters via social networking sites
– Reading, commenting and monitoring news
articles and blogs
• TIP: When posting include your name, email address,
Web site, Twitter ID, etc. in your comment
• Builds your visibility
• Determines prominence of an article
• Marketing strategies
– Facebook ads
– Google Sponsored Links

7. It’s ANOTHER
tool

8. So, what are they all “doing” out there?
(Remember, it’s the social part.)
• Instantaneous • Want it now
• Conversation • Let’s chat/sharing
• Community • I’m a part of something
• Transparency • Putting it out there
• Listen • Someone heard me
• Participatory • Join in/make friends
• Monitor • Find others like me
• Respond • Follow up

9. What are you doing out there?
making your business or
brand more personal.
Connecting on a new
level.

10. • Customer
support forums
• ID E A S T O R
M (grew out of
negative response)
• Blogs
• Community
driven ratings
and reviews

11. • @ScottMonty
• Drilled down to
w h e r e their
audience is
• Easily “shareable”

12. CDC – Swine Flu
• #SwineFlu
• Message
• Engage
• Monitor
• Promote

13. How are you going to use
social media?

14. Your plan s tarts he re .
• Who are you/your brand?
– Connector: knows lots of people
– Maven: trusted expert who seeks to pass
knowledge along
– Salesman: charismatic people skills with
powerful negotiation skills
• Who do you want to communicate with?
– Clients, like-minded people, friends
• What are you looking to gain?
– Increased brand visibility, build a large network

15. W h o is g o in g t o b e
“ yo u r” fa c e ?
W h a t is g o in g t o b e
“ y o u r ” v o ic e ?
• Do you have a beloved leader or employee
already identified with your brand?
• Online name and imagery
• Make sure your presence is sustainable
– If this person(s) went away tomorrow would your online
presence remain?
• Likeable and rational
• “Gets” social media
• Communications/PR background (if appropriate)

16. Id e n t it y : C o lo n e l T r ib u n e
“Humanization of the Tribune and engaging bloggers/readers
in their territory on their terms.” Facebook
Twitter
Tribune.com flickr

17. What are your
C O N V ROERRe turn on Eng ag eN ntgoals?
Think E – S A T IO me
• Incoming traffic from links
• Number of people subscribed to RSS
• Track backs or linked conversations
• Comments
• Increase in anything
• Survey

18. What tools are you going to use?

19. It’s going to…
• Take time
(building a following doesn’t happen overnight)
• Require you to be “social”
(it’s not a one-way street, listening is valued)
• Mean integrating traditional with the “new”
(social media isn’t a magic pill)
• Encourage you to look internally, too
(happy employees can share some of the best stories)
• Have a learning curve
(you may make mistakes, quality not quantity)

20. New communication cycle

21. W h o is
t a lk in g
?