social media tuneup 2

If you haven’t introduced Social Media into your marketing plan you are missing out on a larger audience for your product or service.

For Success on Facebook and Twitter

THE

WITH HELP FROM

Table of Contents

Why Do You Need To Use Social Media? 3

How To Use Social Media 9

Using Facebook for Business 18

Setting Up Your Twitter Page 28

Using Twitter For Business 34

Contact Us 47

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1 Why do you need

to use social media?

If you haven’t introduced Social Media into your marketing plan you are missing out on a larger audience for your

product or service According to The Nielsen Company

(November 2010) US Internet users spend 3x more minutes

on blogs and social networks than on email That means

that a prospective client will spend

3 times more time reading your blog article than reading the

Facebook Twitter

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With 93% of US adult Internet users on Facebook (Blogher April 2011) how can any company not see results from creating a Facebook page?

(Comscore Feb 2011) And while on Facebook, 49% of

people are sharing content (Chadwick Martin Bailey Sept.2010) Still thinking you don’t see a reason to have a

Facebook page? Do you really want to limit your reach

to an Inbox, they may or may not get read, or do you

want to branch out and touch your clients and potential

clients 180 minutes a day? That adds up!

Why Facebook?

That 93% spends 1 out of every 8 minutes on Facebook

Twitter may not seem like something your company needs

to be adding to its marketing campaign but you would be surprised to know that more than ½ of active Twitter users follow brands, companies or products on social networks Plus Twitter seems to have some correlation to brand loyalty,79% of US Twitter followers are more likely to recommend

brands they follow and 67% are more likely to buy a brandthey follow (Edison Research 2010) Think of Twitter as a

way to remind your clients how awesome you are everyday with only 140 characters And by tweeting your blogs or

contest being held on your site or Facebook page you are encouraging more traffic to both of those mediums and

therefore getting more visitors to your site

Why Twitter?

acquired customers from Twitter 44% of marketers

Facebook Twitter

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Source: Hubspot

By using Social Media, you can amplify your brand, your website, and your content It also works to help you to establish and then nurture a more personal relationship with your potential customers, and when done properly,

it can generate website traffic, inbound links, and leads for your company Social media is now a major part of the consumer culture now and it is time for you to jump

on the bandwagon or be left behind.

How to use social media in business

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Now that you are convinced that Social Media is worthy of your time and attention, you are most likely wondering how and where to begin to

embrace all of its possibilities

The following information will help you get started

on your social media by using both Facebook

and Twitter to increase your interaction with your potential customers and to generate leads.

in user engagement with

FACEBOOK TIMELINE

U.S local SMBs actively use social media marketing to promote their businesses.

40%

32%

27%

First thing to realize that people have profiles, whereas

brands have pages You will want to create and treat

your welcome page like a landing page You want to

push for “like” or an email address You can use the

FBML application to set up custom tabs for resources such as email newsletters and blogs.

If you are single-location business

you can set up a “places” page

and then use that page to offer

feature deals For example, you

can offer a product upgrade for

checking in on your places page

So not only are you giving that

customer in your store a positive

experience (giving a perk just for

checking in), they are telling all

of their social network where they

are and what services they use.

Places Page

Facebook Twitter

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When using your Facebook page you will want to make sure you share your company information in a more compelling way You can also add useful applications such as YouTube, Discussions Boards and Video Box to make your page more interactive and engaging

The Importance of Video

The bottom line is that your Facebook page must be as inviting

as possible To do this you must format your page first by focusing

on creating an engaging environment for your fans, which if done properly, will result in generating and collecting more information about your leads Be creative as possible and determine which

activities or apps that would best supplement your company’s

brand Facebook is a very visual medium Utilize relevant

eye-catching pictures to compliment your posts If you are posting

a blog article to Facebook then post a picture from your blog

with the link posted below instead of using the thumbnail picture from your blog’s auto publishing tool.

Facebook Twitter

17 Facebook drives the most conversions for B2C

Source: State of Inbound Marketing, Hubspot, 2012

Using Facebook for your business

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Facebook Twitter

19

Gaining Exposure and Awareness for Your Facebook Page

Source: Get Satisfaction, What Makes People Want to follow a Brand, 2011

or sweepstakes

Percent of those who produced content in order to participate in a contest held by a brand

Facebook Twitter

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If you want your customers and prospects to find your Facebook engaging you will need to create enticing materials and regular posts How will you know what

your “fans” find engaging and what content you need

to create to strengthen existing relationships and forge new ones? To know that, you will need to monitor your Facebook page closely

CONTENT IS THE KEY

Facebook Twitter

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Source: Hubspot, The Science of Facebook, 2011

Fun Fact: the most frequently used activity for young Facebook

user is wall posts (focus on social aspect such as invites, graffiti, etc.), while older Facebookers are more interested in using Facebook

for themselves (most frequent activities such as liking pages, using

apps, etc) (HubSpot, The Science of Facebook, 2011)

By putting “like” or recommend buttons at the top of your blog articles your community will build up a reputation for the article by “liking” the content 60% of links shared

on Facebook are published content, and an additional

36% of shares were embedded content.

It is also a good idea to post articles on the weekend as 51% of American companies block Facebook at work

(HubSpot, The Science of Facebook, 2011) So assure you get the most exposure for your content make sure it is a time when your customers can actually see it.

(eMarketer, Online Content Format Shared Most Often by US Internet Users, Feb 2011)

Facebook Twitter

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Your goal is to have your Facebook page be the launching point to your home website, blog and conversion offers By encouraging discussion on your Facebook wall, you will be fostering a community in which your newest visitors will want

to interact with your most dedicated and loyal customers The excitement of your existing customer to share and to

interact with your material and page could impact your

more casual fans to purchase your product

Source: BUZZFEED

Twitter users are

young, smart, affluent and tech-savvy.

Setting Up Your Twitter Page

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Facebook Twitter

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Setting up a Twitter Page

Your Facebook page is all set up, you are monitoring to get the best results, now it is time to start working on your Twitter page Twitter is much different from Facebook, and tends

to attract a more diverse mix of active consumers waiting to learn about the newest products and latest trends

First things first, you will want to use your Twitter handle to promote your brand When choosing a Twitter handle try and use your company or if that is too long a “nickname”that will still promote your brand Once you have decided

on your Twitter handle now you will want to make sure that you fill out your bio

Twitter users who fill out their bio have over 6 times as many

followers than those that leave it blank Those who put links

to their blog, company website, and other social networks

on their Twitter have 6x more followers.

Facebook Twitter

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When filling out your bio it is important to remember again not

to use business jargon for a job description Depending on your company and its persona you may try and have a little fun or at least be a little looser in the way you describe your job (company)

WEAR THE

THAT FITS HAT

For example @My M&Ms has this as their bio (along with a link to their site) It is a good example how

to tell the world what you do without using buzzwords

or business jargon.

Sweet Tweets from the classic personalized candy

MY M&M’S is here to make your celebrations even brighter

Facebook Twitter

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You can also set up a page that lists all Twitter handles of

employees in your company By doing this you help to make your company more personal and your followers will begin

to see you a person and not a corporation

It is important to establish a relatively casual atmosphere on

your Twitter account; it will create a much more informal,

yet personable and comfortable relationship with potential

customers that encourage them to engage with you often

Using Twitter for your business

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Facebook Twitter

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People on Twitter tend to follow influencers as well as

key experts in the industries they are interested in, it is vital to establish relationships with your industry leaders so

that the industry leaders’ followers (possibly your potential

customers) can learn about your brand through a resource they trust Twitter has a strong presence of early adopters

who tend to be the first to purchase the newest products They will depend on their industry experts to make that

purchasing decision

It’s okay to leave it to the experts.

Connect with journalists and bloggers, who cover your industry, to find out who that is you can use Technorati

to start following influencers However, when you start

to follow people don’t go overboard, you do not want

to start to follow to many people at once This will cause your follower ratio to look imbalanced, and possibly

scare off potential followers

Facebook Twitter

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You will want to interact with influencers on Twitter, but by all

means be subtle, if you are pitching an influencer be brief and

concise You can also leave comments on influencer’s articles

helping to let potential customers see your Twitter handle Also,Retweeting your follower’s posts along with a comment will

start an engaging conversation Social media is entirely about

engagement, so start retweeting today and don’t forget to

thank you followers for their retweets

RETWEET

RETWEET

RETWEET

79% of US Twitter users are more likely to

recommend brands they follow.

Source: Edison Research, Hubspot, 2010

Facebook Twitter

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You can use your own original content as an outreach tool,

and you can help influencers with their research by posting

useful content on their Twitter page Really, the more times

you can get your brand recognized with an influencer, the

stronger it will get Other useful Twitter tools that you can use

to track your Twitter account are: Tweet Grader which will

help you see how much influence you are having on Twitter,

Muck Rack and Journalist Tweets to help you locate the

journalists who are talking about your industry

By following these thought leaders you will be able to find

the inspiration for your own content creation, while also

providing you with the chance to get in touch with active

consumers in your industry

Facebook Twitter

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Twitter will allow your followers to share whatever thoughts

they have about your company It is your job to highlight

the good behavior (positive reviews) and address problems

up front (complaints) and also continue to promote your

content You will want to star all of your customer’s best

testimonials and put them in your “favorites” tab, you can

then direct people who have questions specifically about

your company or product to this favorite page

On the flip side, any requests or complaints requiring support

should be responded to promptly and accordingly As

quickly as you jump on a positive review, you should jump

on a complaint as well, in many cases how you handle the

complaint will leave a much bigger impression than any

positive review will

57% of all companies that use

social media for business, use Twitter.

Source: Business.com, Hubspot

Facebook Twitter

43

You will want to answer any questions

about your industry directly, by doing

so you will increase your credibility

and by answering directly you are 59%

more likely to be followed

(InboxQ, Social Media’s Loaded Questions, 2010).

Besides answering questions what else

should you be tweeting? You will want

to tweet links to your landing pages,

blog post, and to promote a new tool

or even an app

Use New Tools and Apps

50%

of all retweets

The average twitter user sends out 22

tweets per day, and you can generate

4x more retweets by simply asking

to be retweeted. (HubSpot, The Science of Twitter, 2011)

Facebook Twitter

45 What is your takeaway from

all of this Twitter knowledge?

Your Twitter presence should be all about transparency and

convenience Your followers should be able to easily share

whatever reactions they have about your blog posts, offers,

and company news so more hype and traffic start to buzz

around these materials

By using social media you can really amplify your reach and

to improve your Internet presence and reputation Also, by

creating an interactive and entertaining social environment, your social media pages will drive engagement with your

current and future customers When you set up your Twitter

and Facebook pages properly they can become effective

pieces of your lead generation strategy The moral of the

story is that social media will prove to be one of your

most powerful content distribution channels

Contact Us

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where this came from.

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