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Join the 
Conversation 
Social media is now an essential 
part of doing business. It’s where 
you connect with customers and 
build relationships with every kind 
of constituent. 
Whether you’re just starting out, or 
overwhelmed by all the noise, 
here’s your essential guide for 
getting started. 
FREQUENCY 
MATTERS 
Brands that publish an 
average of 1.5 to 2 
posts per day engage 
twice as many users 
as brands that post 
once or twice a week. 
Factor in the 
influencers 
Influential social media 
players curate and share 
good content. Create a 
list of leaders in your 
industry and get on their 
radar. 
Post twice a 
day and reach: 
Be selective 
No need to dive into 
every social network at 
once, or even the top 
four. Start with one or 
two, concentrating on 
the networks your 
customers prefer. 
Go where the 
action is 
Identify where people 
connect in your industry. 
Visit competitors’ sites 
and profiles. Find out 
where their customers 
spend their time. 
Join groups 
Social media networks 
are huge, but they’re also 
full of smaller 
communities. Connect 
and interact more closely 
with like-minded people 
by joining and 
participating in groups. 
Post twice a 
week and reach: 
In as little as 6 hours per week, 
2 in 3 marketers see increased 
leads with social media, 
while 4 in 5 see increased trac. 
Create 
attractive 
headers 
For the header at the top 
of your profile page, 
upload an attractive image 
or logo that represents 
your brand or mission. 
Upload a nice 
photo 
Get a high quality 
headshot or portrait. 
Look at the camera and 
smile. Avoid using group 
shots, vacation photos, 
and other images that 
may clash with your 
brand or make you seem 
less than professional. 
Comment 
Conversation is the 
lifeblood of social media. 
Don’t be negative or 
mean: a little constructive 
commentary shows 
you’re appreciative, 
interested, and engaged. 
Comment 
Create 
thoughtful 
profiles 
Fill out your profiles 
completely. Use relevant 
keywords. Be 
professional, personable, 
and confident. Include 
links to your website and 
other networks. 
Tell people 
where to find 
you 
Promote your presence 
and activity on social 
media by including links 
and accounts on your 
website, online listings, 
emails, newsletter, 
business cards, and ads. 
Share 
The best way to build 
relationships is to share 
content you discover and 
enjoy. Put some thought 
into your sharing by writing 
something personal to go 
along with it. 
61% of U.S. adults on 
more than one social 
network have “unliked” 
or “unfollowed” brands 
on social media. 
82% of consumers trust 
a company more if 
they are involved with 
social media. 
Friend and 
follow 
Connect with all the 
people you know. Consult 
suggested users lists and 
do keyword searches to 
find more people to 
follow. Most will follow 
you back. Be friendly, not 
pushy or weird. 
79% of Twitter users 
who see Tweets from 
both a brand and 
users tweeting about 
a brand take action, 
online or oine. 
Don’t pitch 
products 
Don’t be overly salesy or 
self-interested in your 
regular posts: it turns 
people o. If you want to 
use social media to sell, 
consider buying ads on 
your networks instead. 
Someone liked this 
Buy my product now! 
mysite.com/buybuybuy 
Something! 
You followed Your Acquaintance 
Intriguing video on #something at 
mysite.com/video-something 
Your friend liked this 
Be Consistent 
Whether you spend a lot 
or a little time on social 
media, know that you’ll 
be take more seriously 
and achieve more 
visibility when you’re a 
Ugh, today sux! 
You liked this 
Something else! 
Look and listen 
Observe how others 
present themselves and 
interact on your chosen 
networks. You’ll pick up a 
lot of insights about 
good and bad behavior. 
Endorse 
Be generous with your 
likes, +1s, and other forms 
of social media 
endorsement. Your 
gesture won’t go 
unnoticed. Don’t like 
everything: only endorse 
when you really mean it. 
Learn the regular contributor. 
network’s 
features 
Every social network is 
dierent. Leverage each 
site’s strengths and 
features by learning the 
ropes. Ask friends and 
colleagues, read articles 
and guides, and 
subscribe to useful blogs. 
46% of global Internet 
users said social media 
influenced their 
purchase decisions. 
Be real 
Don’t try to be anybody 
other than yourself on 
social media. Write the 
way you speak, share and 
post about what matters 
to you, and you’ll build 
authentic relationships. 
Social media sharing now 
accounts for 54% of 
information consumers use 
in buying decisions. 
Infographic presented by 
In 2013, 46 percent of global Internet users said social media influenced their purchase decisions • 
http://www.nielsen.com/us/en/insights/news/2012/how-connectivity-influences-global-shopping.html 
Social media marketing budgets are projected to double in the next five years • 
http://www.business2community.com/social-media/83-exceptional-social-media-marketing-statistics-2014-0846364 
In as little as 6 hours per week, over 66% of marketers see lead generation benefits with social media, while over 84% see 
increased trac • http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2014/ 
79% of Twitter users exposed to Tweets from both a brand itself and Twitter users tweeting about that brand take some 
kind brand action online or oine • 
https://blog.twitter.com/2014/study-exposure-to-brand-tweets-drives-consumers-to-take-action-both-on-and-o-twitter 
82% of consumers trust a company more if they are involved with social media • 
http://www.edelman.com/insights/intellectual-property/trust-2013/about-trust/ 
52% of the U.S. adult online population report using more than one social network. Of those, 61% reported “unliking” or 
“unfollowing” brands on social media • http://socialtimes.com/61-consumers-unfollow-brands-social-media_b198073 
Social media sharing accounts for 54 percent of information usage for the consumer buying decision • Nielsen: The Role of 
Content in the Consumer Decision Making Process http://www.inpwrd.com/nielsen 
Pages that post between 1.5 – 2 new posts per day engage (on average) twice as many users as Pages that posts once or 
twice per week • http://www.meltwater.com/social-media-blog/how-often-should-you-post-on-facebook/

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The Absolute Beginner's Guide to Social Media Marketing

  • 1. Join the Conversation Social media is now an essential part of doing business. It’s where you connect with customers and build relationships with every kind of constituent. Whether you’re just starting out, or overwhelmed by all the noise, here’s your essential guide for getting started. FREQUENCY MATTERS Brands that publish an average of 1.5 to 2 posts per day engage twice as many users as brands that post once or twice a week. Factor in the influencers Influential social media players curate and share good content. Create a list of leaders in your industry and get on their radar. Post twice a day and reach: Be selective No need to dive into every social network at once, or even the top four. Start with one or two, concentrating on the networks your customers prefer. Go where the action is Identify where people connect in your industry. Visit competitors’ sites and profiles. Find out where their customers spend their time. Join groups Social media networks are huge, but they’re also full of smaller communities. Connect and interact more closely with like-minded people by joining and participating in groups. Post twice a week and reach: In as little as 6 hours per week, 2 in 3 marketers see increased leads with social media, while 4 in 5 see increased trac. Create attractive headers For the header at the top of your profile page, upload an attractive image or logo that represents your brand or mission. Upload a nice photo Get a high quality headshot or portrait. Look at the camera and smile. Avoid using group shots, vacation photos, and other images that may clash with your brand or make you seem less than professional. Comment Conversation is the lifeblood of social media. Don’t be negative or mean: a little constructive commentary shows you’re appreciative, interested, and engaged. Comment Create thoughtful profiles Fill out your profiles completely. Use relevant keywords. Be professional, personable, and confident. Include links to your website and other networks. Tell people where to find you Promote your presence and activity on social media by including links and accounts on your website, online listings, emails, newsletter, business cards, and ads. Share The best way to build relationships is to share content you discover and enjoy. Put some thought into your sharing by writing something personal to go along with it. 61% of U.S. adults on more than one social network have “unliked” or “unfollowed” brands on social media. 82% of consumers trust a company more if they are involved with social media. Friend and follow Connect with all the people you know. Consult suggested users lists and do keyword searches to find more people to follow. Most will follow you back. Be friendly, not pushy or weird. 79% of Twitter users who see Tweets from both a brand and users tweeting about a brand take action, online or oine. Don’t pitch products Don’t be overly salesy or self-interested in your regular posts: it turns people o. If you want to use social media to sell, consider buying ads on your networks instead. Someone liked this Buy my product now! mysite.com/buybuybuy Something! You followed Your Acquaintance Intriguing video on #something at mysite.com/video-something Your friend liked this Be Consistent Whether you spend a lot or a little time on social media, know that you’ll be take more seriously and achieve more visibility when you’re a Ugh, today sux! You liked this Something else! Look and listen Observe how others present themselves and interact on your chosen networks. You’ll pick up a lot of insights about good and bad behavior. Endorse Be generous with your likes, +1s, and other forms of social media endorsement. Your gesture won’t go unnoticed. Don’t like everything: only endorse when you really mean it. Learn the regular contributor. network’s features Every social network is dierent. Leverage each site’s strengths and features by learning the ropes. Ask friends and colleagues, read articles and guides, and subscribe to useful blogs. 46% of global Internet users said social media influenced their purchase decisions. Be real Don’t try to be anybody other than yourself on social media. Write the way you speak, share and post about what matters to you, and you’ll build authentic relationships. Social media sharing now accounts for 54% of information consumers use in buying decisions. Infographic presented by In 2013, 46 percent of global Internet users said social media influenced their purchase decisions • http://www.nielsen.com/us/en/insights/news/2012/how-connectivity-influences-global-shopping.html Social media marketing budgets are projected to double in the next five years • http://www.business2community.com/social-media/83-exceptional-social-media-marketing-statistics-2014-0846364 In as little as 6 hours per week, over 66% of marketers see lead generation benefits with social media, while over 84% see increased trac • http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2014/ 79% of Twitter users exposed to Tweets from both a brand itself and Twitter users tweeting about that brand take some kind brand action online or oine • https://blog.twitter.com/2014/study-exposure-to-brand-tweets-drives-consumers-to-take-action-both-on-and-o-twitter 82% of consumers trust a company more if they are involved with social media • http://www.edelman.com/insights/intellectual-property/trust-2013/about-trust/ 52% of the U.S. adult online population report using more than one social network. Of those, 61% reported “unliking” or “unfollowing” brands on social media • http://socialtimes.com/61-consumers-unfollow-brands-social-media_b198073 Social media sharing accounts for 54 percent of information usage for the consumer buying decision • Nielsen: The Role of Content in the Consumer Decision Making Process http://www.inpwrd.com/nielsen Pages that post between 1.5 – 2 new posts per day engage (on average) twice as many users as Pages that posts once or twice per week • http://www.meltwater.com/social-media-blog/how-often-should-you-post-on-facebook/