As marketers have urged businesses to turn to social channels, businesses are overwhelmed with networks and time constraints. Are you making the most of social media?

1. Social Media
Are You Getting
the Most From It?
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2. Overview
Is it really worth it?
Where should you be?
How to manage your time
What to talk about
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3. Is Social Media Worth It?
How should you measure success?
Followers?
Engagement?
Website Visitors?
Bookings?
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4. Followers
Every system tells you the number of followers
Some tools tell you the “quality” of followers
Whether they re-post/retweet your posts
Do they have clout (Klout)?
Are they engaged with you
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5. Engagement
Facebook's Insights show engagement as
value
Engagement can spread the word
Engagement itself isn't value
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6. Website Visits
Tracking visits from Social Media
Traditionally has been tricky
A year or more ago, Google's social report gave a
glimpse
Recently GA's new Social report shows more detail
(more on this later)
© 2012 AboutTheInn.com

7. Website Visits
Innkeeper experiences:
Visits from Twitter, Foursquare, Facebook, and
Pinterest for 6 months, year over year
All social sites (except Foursquare) showed
increased referral traffic in 2011-2012 vs
2010-2011
Twitter Facebook Pinterest Foursquare
2011 15.5 304.0 0.0 0.0
2012 21.5 371.7 19.6 0.0
Increase 27.97% 18.22% 100% 0.00%
© 2012 AboutTheInn.com

8. Bookings
Tracking real booking sources is challenging
Least reliable: Guest statements
Somewhat reliable: Google Ecommerce referral
info
More reliable: Intell-A-Keeper
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9. Bookings
Google Analytics has now added Multi-Channel
Funnels
You must have Goals set up
Track guest across several sources
See contribution each source makes to the
conversion
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10. Bookings
Google Analytics Social Reports now show
social contribution to conversions
Overview
Sources
Pages
Conversions
Social Plugins
Social Visitor Flow
© 2012 AboutTheInn.com

11. Where Should You Be?
Where the guests are!
Start with the demographics of YOUR target
audience
Age
Gender
Income
Education
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12. Demographics of Social Sites
Facebook Twitter LinkedIn Pinterest
71% over
Income $50-99k $50-99k $25-99k
$50k
At least At least 50% 4 yr
College and
Education some some degree or
beyond
college college more
81% over
Age 68% 35-45 81% over 35 90% over 25
25
59%
Gender 57% Female 50% Female 82% Female
Female
Approximate ranges source: mashable.com, Mar. 9 2012
© 2012 AboutTheInn.com

13. How Do You Manage Your Time?
Hire a Social Media person
Devote time to social media
Combine or automate some postings
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14. How Do You Manage Your Time?
Post in multiple locations at once
Ping.fm
Facebook, Twitter, LinkedIn, total of 32 networks
Google+ not yet supported
TweetDeck
Twitter, Facebook, LinkedIn, others
Google+ not yet supported
Seesmic (closing)
HootSuite
In closed beta test for Google+
Posterous
© 2012 AboutTheInn.com

15. How Do You Manage Your Time?
Post in multiple locations including Google+
Extensions for Chrome web browser to publish to
G+ and others
Publish Sync
G++
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16. How Do You Manage Your Time?
Post in multiple locations including Google+
Chrome extensions to publish from Google+ to
others
Extended Share for Google+ (http://bit.ly/LoBBJQ)
Syncc (http://syn.cc)
Start Google+ (http://sgplus.me)
Gooce+ (http://bit.ly/KwSVxz)
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17. What Should I Talk About?
Develop your “voice”
Give away information (and become an expert)
It's about helping, not selling
The fastest way to have people un-follow you is to
Sell, Sell, Sell.
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18. Summary
Decide how to measure success
Followers, Engagement, Website visits, Bookings
Participate in the media where your guests are
Manage your time/expenses
Become an expert on your area
© 2012 AboutTheInn.com

19. Thank you!
Scott Thomas
AboutTheInn.com
© 2012 AboutTheInn.com