This document provides guidance on determining if social media is right for a business and creating an effective social media strategy. It discusses what social media is, how it differs from traditional marketing, setting goals for your social media presence, identifying your target audience and where they engage online, crafting your business's unique story and messages, deciding which social platforms to use, how often to post content, measuring success, integrating social media into the overall marketing strategy, and resources for further information.

1. How to determine if social mediais right for your business Faye E. Oney Marketing Consultant Sept. 20, 2011Creating a social media strategy

2. Should you include social media in your marketing plan?

3. Social media definedAny tool or service that uses the Internet to facilitate conversations Brian Solis, Engage!The use of technology combined with social interaction to create or co-create value. John Jantsch, Duct Tape MarketingA world where anyone can be a publisher, reporter, artist, filmmaker, photographer, or pundit.Teradata, Social Media Guidebook

4. Social media is not:Social media is:CommunityRelationshipsConversationsDialogueContributionPublishingSharing/collaboratingTransparencyAdvertising platformSales toolSelf-promotionAnother marketing channel (one-way marketing).

5. Traditional marketing vs.Social media marketingTraditional marketing1-way communicationSocial media marketing2-way communicationAdvertising – broadcast, print media, outdoor, etc.Sales promotionPRPersonal sellingSpecial eventsDirect marketing – direct mail, email marketing, etc.4 Ps: Product, Price, Place, PromotionStarts with listening to customersEngage with them-ask for their opinionProvide value/educateHelp, if neededNo sales pitch!4 Cs: Content, Context, Connections, Community

6. What do you want to accomplish?Build a communityListen to conversationsCommunicate with your audienceEducate your audienceGenerate leadsIncrease salesOther goals?Start with a goal

7. Who are you trying to reach?Current customersSegment of your audienceProspective customersPeers/friendsEmployeesOthers?Who is your audience?

8. Are they online?Are they active in social networks? If so, which ones?Where is your audience?

9. What’s your unique story?We help ______________We solve _____________We provide ___________We offer ______________What are your key messages?

10. How will you use each one?FacebookBlogTwitterYouTubeFoursquareLinkedInAny others?(Where is your audience hanging out?)What social networks to use?

11. You, the business ownerDesignated employeesCustomersSocial media/community managerOutsourced content managerWho will participate?

12. How often will you talk to the audience?(When is the audience online?)Daily (how many times/day)Weekly (how many times/week)In response to customersTime commitment

13. How will you measure success?Number of new customersEngagement (comments/ conversations)Increased sales (additional revenue)Go back to your goals!Measurement

14. Social media should be incorporatedinto entire marketing strategyDrive traffic to websiteContests/e-newsletterInclude SM badges in print advertising & collateralCustomer serviceWhat are some other ways?Integration

15. Blog - http://fayeoney.com@FayeinCbushttp://linkedin.com/in/fayestockoneyThank you for your time!Questions?

16. Engage!, Brian SolisDuct Tape Marketing, John JantschSocial Media Guidebook, TeradataMashable.comResources