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1. UCLA X469.21 | FREE Social Media Tools
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by Victoria Green, Media Relations Specialist
October 20, 2015
@ohthattori | #BWChat

2. VICTORIA GREEN
• Native Texan – born and raised in DFW (Go
Cowboys! Romo, we miss you!)
• Former full-time social media specialist,
currently consults and does live social
media coverage
• Background in sports PR/media relations.
I’ve been to four Super Bowls as part of
the NFL PR Staff
• Relocated to LA in 2013
• Media Relations at Business Wire since
February 2014
• PRSA-LA Social Media Committee member
aboutme.com/victoriagreen | linkedin.com/in/victoriaggreen | @ohthattori
@ohthattori | #BWChat

3. Agenda
@ohthattori | #BWChat
• Scenario Introduction
• Step One: Listen*
• Step Two: Identify Influencers
• Step Three: Create Content, Publish & Engage
• Step Four: Monitor*
• Step Five: Analyze/Report

4. 4
@ohthattori | #BWChat
The best social media tip I can give you:
“DO YOUR GOOGLES.”
- Fredro Starr

5. 5
@ohthattori | #BWChat
My other secret weapon:

6. 6
Scenario:
You have a client who is introducing a line of makeup brushes. The client doesn’t know
much about the makeup industry (and neither do you) other than the fact that it is
lucrative. The client’s supplier is a close friend who convinced them to go in on the
business deal because the supplier used to work for a competing brand. The supplier
has provided insight into building a solid customer base and promoting the new line of
brushes. Your client has passed this information to you and you are expected to build
an aggressive social media campaign for their launch.
@ohthattori | #BWChat

7. 7
What You Know:
Your client provided the following information in email:
• A list of the quality materials used to make the brushes
• The price point which is slightly above most brushes, but not as high as professional lines
• Your target audience: consumers who want professional brushes without the price tag as
well as makeup artists (MUAs) and social media influencers in the makeup/beauty space
• Hi-res stock images of the product and packaging
• Screenshots of the competitor’s social media channels
@ohthattori | #BWChat

8. 8
Step One: Listen
@ohthattori | #BWChat

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Listen to create your baseline. This is your research stage.
• There are endless amounts of tools! The trick is finding ones that are F-R-E-E!
• Google: Alerts, Trends, News, Advanced Search
• Platforms: Hootsuite*, Tweetdeck
• Tools: Wayback Machine, SocialMention, Klout, Topsy, IceRocket
• Social Channels: Twitter, Facebook, YouTube, LinkedIn (utilize search!)
• Reputation: Yelp, Foursquare/Swarm, Glassdoor, Twitter
@ohthattori | #BWChat

10. 10
Step Two: Identify Influencers
@ohthattori | #BWChat

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You’ve done your research so it should be easy to identify influencers
• Social Channels: Twitter , Facebook, YouTube, LinkedIn
• MuckRack, Topsy, ManageFlitter, Tweepi, Twazzup
• ***Once you’ve identified your influencers, contacting them can be
another challenge. Utilize your search features to do reverse lookups if
the information you’re seeking isn’t readily available.
@ohthattori | #BWChat

12. 12
Step Three: Create Content, Publish & Engage
@ohthattori | #BWChat

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@ohthattori | #BWChat

14. 14
When creating content, publishing and engaging with your audience,
you’ll often use the same tools
@ohthattori | #BWChat
Social: Facebook publishing tools, Twitter photo editor, LinkedIn Pulse, Google+
Images: Pixlr Editor, VSCO, PS Express, whitagram
Video: YouTube editor, iMovie
Browser Extensions: Grammarly, Evernote, Dropbox, Google Drive
Publishing: Wordpress, Tumblr, Storify, Medium, Quora, Reddit
Scheduling: Hootsuite, Tweetdeck, BufferApp
Share: Reddit, Click to Tweet

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Step Four: Monitor
@ohthattori | #BWChat

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Monitor to see what people are saying about your brand, product or org.
• Google Alerts
• Hootsuite*, Tweetdeck,
• SocialMention, Klout, Topsy, PinAlerts, backtweets, TweetReach*
• Social Channels: Twitter, Facebook, YouTube, LinkedIn (utilize search!)
@ohthattori | #BWChat

17. 17
Step Five: Analyze/Report
@ohthattori | #BWChat

18. 18
Analyze your efforts and provide results to your client
• Google Analytics for your blog/website
• Twitter Analytics, Facebook Insights, YouTube Video Analytics
• Keyhole, Klout, Cyfe
@ohthattori | #BWChat

19. 19
@ohthattori | #BWChat
DO
YOUR
GOOGLES.