Social media is an amazing way to reach audiences. But knowing which channels to start out on can be daunting -- and success on social does not occur overnight. This presentation walks through 6 tips to craft your vision and messaging for specific social platforms. This presentation was given live at the Ladies America Women Leading the Future Conference in Washington, DC, on June 27, 2015

1. Get Started on
Social
6 Tips for
Success

2. In the beginning

3. There was one way to reach
audiences

4. Traditional media

5. Where a few spoke for many

6. But the dog
days are over

7. Traditional media is changing
• “ N e w s p a p e r
r e p o r t e r ” i s a n
e n d a n g e r e d j o b

8. Traditional media is changing
• P r i n t m a g a z i n e s g o
d i g i t a l – o r o u t o f
b u s i n e s s

9. Traditional media is changing
• F r e e l a n c e r e p o r t i n g
* m i g h t * p a y $ 6 p e r
d a y

10. Seriously

11. But a new player has emerged

12. Social media

13. Traditional media influences
people

14. Now, anyone with Internet can

15. Think no one cares about your
expertise?

16. Think again

17. Social media is your oyster

18. But where do you begin?

19. We want to achieve this…

20. …but it can feel like this

21. So which platforms should you
use?

22. Go where your audience is

23. “Fight social
media
overwhelm by
keeping it
SIMPLE;”
-Mike Gingerich
Co - Fo under, Ta bs ite

24. “don’t be on
every social
network – only
where your
audience
spends lots of
time and help
them.”
-Mike Gingerich
Co - Fo under, Ta bs ite

25. Here’s how to get going

26. Step 1
Answer the
“Why”

27. We use social for different reasons
• S h a r e p r e s s r e l e a s e s
• P u b l i s h b l o g s
• G e t n e w c u s t o m e r s

28. Before you ask how to use social

29. Answer why you need to use it

30. Social is a tool – not a
strategy

31. Step 2
Define Your
Vision

32. Let’s say you work in health care

33. And want to influence sentiment

34. Vision: A trending # among
voters in your region

35. “Pick one
network and do
it well first.”
-Julia Campbell
J Ca mpbell So cia l
Ma rketing

36. Step 3
Define Your
Goals

37. Goals are how you achieve your
vision

38. Goals should be
• M e a s u ra b l e
• A c h i e va b l e
• E a s y t o t ra c k

39. Goal: Get new blog readers

40. Metric: 20k inbound readers
from Twitter in H1

41. This metric keeps you on track

42. Step 4
Know What
Works

43. Every platform is different

44. Research content in your niche
Then, find out
• W h e r e i t i s b e i n g s h a r e d
• W h o i s s h a r i n g i t
• H o w t o r e a c h t h o s e u s e r s

45. Post to Facebook
• 5 - 1 0 t i m e s p e r w e e k

46. Post to Twitter
• 5 t i m e s p e r d a y ( p e r s o n )
• 3 0 t i m e s p e r d a y ( b ra n d )

47. Post to LinkedIn
• 1 t i m e p e r w e e k d a y

48. 48 hours
-Time it takes
for a brand
video to reach
its mass
audience

50. “Study your
competition
and watch
where they
participate.”
-Mike Stelzner
Founder, Social
Media E x a miner

51. Step 5
Be Patient

52. Success does not come overnight

53. It comes through
• Pa t i e n c e
• Pe r s e v e ra n c e
• Tr i a l a n d e r r o r

54. “The price of
success is
failure after
failure after
failure.”
-Rand Fishkin
CE O, M o z

55. Step 6
Be a Student

56. Social platforms change
constantly

57. So never stop reading & learning

58. Inbound Marketing
• H u b s p o t –
w w w. h u b s p o t . c o m

59. Data and Metrics
• K I S S m e t r i c s -
b l o g . k i s s m e t r i c s . c o m

60. SEO
• M o z -
h t t p s : / / m o z . c o m / b l o g

61. And remember…

62. “You’re not
gonna break
stuff, just get
started!”
-Joey C
Crea to r,
Go o dMo rningGlo uces ter

63. La ure n M a ffe o
- a bo ut. me / La urenMa ffeoLSE
Happy Sharing!
@LaurenMaffeo