The document provides guidance on developing an effective social media strategy. It recommends knowing your target market and objectives before starting. Key approaches discussed are push vs pull content, building credibility, and getting sales. The document outlines best practices for profiles on LinkedIn, Facebook, and Twitter, including dos and don'ts. It stresses the importance of integrating across platforms by linking content. Tips are provided on engagement, consistency, and growing followers. Resources for social media metrics and strategies are also included. The case study highlights the social profiles of a company that markets baby wipes.

1. Social Media Strategy
Shelley Straitiff
Founder & CMO
InstantQuest, Inc.

2. It’s not about you,
it’s about your brand.
© Shelley Straitiff, 2010.

3. Before you Start
• Know Your Market
– Consumers?
– Business Owners?
– Specialized Field?
• Know Your Objectives
– Build brand?
– Get sales leads?
– Develop credibility?
– Create User Groups?
• Consider Timing of Connections
© Shelley Straitiff, 2010.

4. Social Media Strategic Approaches
• Push vs. Pull
• Build Credibility and Expertise
• Look Alive
• Get Sales
If you can’t shout louder Hey Client!
Over here!
than the rest, at least be
the person they want to
hear.
© Shelley Straitiff, 2010.

5. © Shelley Straitiff, 2010.

6. • Start here
• Set up a COMPLETE profile
• Connect with all former colleagues
• Join Groups and add content
Dos Don’ts
Participate in Groups Add only sales and marketing content
Use added features (Slideshare, Reading Lists) Be afraid to add coworkers you didn’t know well
Write a summary of your skills/experience Market to your Connections
© Shelley Straitiff, 2010.

7. • People, Pages, Privacy
• Wall etiquette
• Soft sales
Dos Don’ts
Share both personal and professional info , but direct it Add only sales and marketing content
Have a “page” for yourself or business Set your privacy settings too high
Share good links Spam
© Shelley Straitiff, 2010.

8. How to group friends on Facebook
© Shelley Straitiff, 2010.

9. • Communication Tool or
Popularity Contest?
• Learn the “games”
Dos Don’ts
Evaluate effectiveness of Twitter for your business Be passive
Have a branded “page” Ignore the Profile opportunity
Add followers by actively following others Waste too much time if it’s not working
© Shelley Straitiff, 2010.

10. Step by Step Building
• First contact is most valuable
• Start easy, build to target
• What do they see about you?
INTEGRATE!
CONNECT! Link to seeds,
retweet, like
Create a Create a Add contacts, pages,
Develop
personal Twitter get “likes”, comment on
“seeds” account and Account add friends, comments,
Create Create (Slideshare, business page get followers post articles
a Blog articles,
LinkedIn on Facebook
blogs, Videos)
Profile
Your Website and Newsletter/email subscription list
© Shelley Straitiff, 2010.

11. Social Media Tips
• Know your target market first
• Plan your strategy
• Google your brand(s) often
• Don’t Spam
• Use Share Apps
• Be patient, it takes time
• Don’t be negative in comments
• Use a consistent image across all networks
• Comment on articles, blogs, anything that allows a
reference back to you
• You CAN unfriend, stop following, or hide someone
© Shelley Straitiff, 2010.

12. Resources
– www.mashable.com
– www.entrepreneurchic.com
– www.socialmediatoday.com
– How to Measure Brand Value
http://www.fastcompany.com/1672153/
– http://www.deborahshanetoolbox.com/the-four-
cs-for-tapping-the-power-of-linkedin/
– www.facebakers.com (statistics)
© Shelley Straitiff, 2010.

13. CASE STUDY AND STATISTICS

14. Case Study:
Mindee Doney and BoogieWipes
Website
Facebook Page

15. Case Study:
Mindee Doney and BoogieWipes
Linkedin
Facebook
Profile
Blog
Twitter

16. Statistics
Browser Usage Internet Users -December 2009