This document provides an overview of the 2012 social media landscape and tips for using social media for business. It discusses what social media is, some key stats on major platforms like Facebook, Twitter, YouTube and LinkedIn. It emphasizes that social media has become integrated into many aspects of communication and media. The document outlines a 7 step process for creating an effective social media strategy, including determining goals, researching platforms, creating a content strategy, joining conversations, strengthening relationships, measuring results and adapting over time. It encourages businesses to thoughtfully develop a social media plan aligned with their overall goals and objectives.

1. 2012 Social Media
Landscape &
Using Social
Media for your
Business
presented by jodi gersh, @jodiontheweb

2. What is Social
Media?
Social media is media for social interaction,
using highly accessible and scalable
communication techniques. Social media is the
use of web-based and mobile technologies to
turn communication into interactive dialogue.*
*wikipedia

3. Social has become
part of everything
• Blogs • Message Boards
• Microblogs • Podcasts
• Online Chat • Mobile/Geo
• Widgets • Video Sharing Sites
• Gaming • Photo Sharing Sites
• Social Networks • Virtual Worlds
• Social Bookmarks • Wikis

4. Some numbers

5. • > 800 million active users
(200 million accounts added in 2011)
• > 700 billion minutes spent/month on Facebook
• > 3.5 billion pieces of content (web links, news
stories, blog posts, notes, photo albums, etc.)
shared each week.
• > 250 million access Facebook via mobile
devices
Sources: Facebook, AdAge 2012

6. • There are 100 million active Twitter users worldwide
(>400 million accounts)
• 34% Marketers have generated leads from Twitter
(w/20% closing the deal)
• 55% of Twitter users access via mobile
• Twitter's active user base generates 140 Million
"tweets" per day
• 1 billion search queries a day
Sources: Twitter, AllTwitter, AdAge 2012

7. • Exceeds 3 billion views a day
• 48 hours of video uploaded every minute (doubled
in past year)
• Average person spends 15 minutes a day
Sources: YouTube, 2011

8. • > 100 million active users LinkedIn
• 75 of Fortune 100 companies use LinkedIn for
marketing and recruiting
• ~Two billion people searches on LinkedIn in 2010
• ‘LinkedIn Groups’ (more than one million) - discuss
issues with others in your industry. You can bounce
ideas off industry experts and stay informed on new
developments.
• LinkedIn allows you to connect with companies or
individuals by industry, company size, geographic
location, and more.
Sources: LinkedIn, TheNextWeb, 2012

9. Niche Sites
• Photos: Instagram
‘The Latest Crazy Instagram Stats: 150 Million Photos,
15 Per Second’
• Design Inspiration: Pinterest
‘Pinterest sees site visits increase by 4,000% in just 6
months’
• Music: Spotify
‘More than 1.5bn Spotify tracks have been shared on
Facebook so far’
These are just a few examples…

10. Not just for college kids

11. Avg Facebook User = 38 y/o

12. You need
a Strategy
Def: A plan of action or policy designed to
achieve a major or overall aim.

13. What is not a Strategy?
“We need to be on the Twitters!”
“We need a Facebook!”

15. 7 Steps* to Creating Your
Social Media Strategy
1. Determine your goals
2. Do your Research
3. Create a Content Strategy
4. Join the Conversation
5. Strengthen Relationships
6. Measure Results
7. Analyze, Adapt and Improve
*source socialmediaexaminer.com

16. Step 1

17. S.M.A.R.T. GOALS!!!
This is the step most people
miss.
Social media should be the
tool you use to reach your
goals.
Setting your goals will help
determine which social media
sites, tools etc. you’ll use.

18. 20 Possible Goals*
• I’m a content provider, and I want to • I want people to like my brand.
expand my reach. • I want to collaborate on business projects.
• I want my customers to be able to stay • I want to directly sell a product.
updated with news about my company. • I want to earn respect within my industry.
• I want to get to know my customers. • I am getting information overload, and I
• I want to promote my product. want to get organized.
• I want to stay abreast of current news • I want to drive traffic to my site.
and trends. • I want to attract advertisers and make
• I want to share my ideas with likeminded money.
individuals. • I want to get more involved with local
• I want to increase brand awareness. prospects.
• I want to provide customer service and • I want to get more involved with people
support easily. on an international and global level.
• I want to find a job. • I want to keep up with my competitors.
• I want to recruit.
*source: webpronews.com

19. Step 2
Research
After you’ve figured out your goals, you need
to decide which tools will help you get there.
There are a lot of varieties of social media out
there. Just because everyone knows
Facebook, Twitter and YouTube doesn’t mean
those are the best outlets for your strategy.

20. Brian Solis: Conversation Prism

21. Step 3
Content Strategy
A strategy within a strategy? Yep!
• Create list of relevant, important contacts and
influencers for your industry
• Create an Editorial Calendar for scheduling
content

22. Step 4
Join the
Conversation
This is not a one way street.
Social media is about conversation and two way
communication.
Social media is also very reciprocal.

23. Step 5
Strengthen
Relationships
Maybe you thought this would be
easy. It takes some work.

24. Step 6
Measure Results
The metrics will depend on your goals.
• Example:
– GOAL: Increase traffic to your website
– METRIC: Page views and referrals from social
networks.
• When you create your goals, you should
determine the metrics.

25. Step 7
Analysis and
Adaptation
Remember when I said it wasn’t easy?
It’s an on-going process.

26. How to Get
Started?
Follow the steps.
Really.

27. Takeaways/Reference
Blogs & Sites
• Mashable.com
• Techcrunch.com
• ReadWriteWeb.com
• TheNextWeb.com
• Hubspot.com

28. I’m jodiontheweb
www.jodiontheweb.com
@jodiontheweb
jodiontheweb
jodiontheweb
Thank you!