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MEDA Social Media

Marketing

November 9, 2010

Overview

1. SEDP Background

2. Why Use Social Media?

3. Finding an Audience

4. Providing Content

SEDP Background

• Serving Shiawassee County, Pop. 72,000

• 501 (c) 6 Public/Private Partnership

• Annual Budget of approximately $200,000. 2 Full Time

staff members.

• Began Social Media Marketing in 2009. To date:

800+ following facebook, 300+ LinkedIn, Growing

Hometown Futures campaign facebook page 440+.

DISCLAIMER:

Social media are not a replacement

for current marketing efforts. They

are a supplement that can fill gaps

and strengthen your existing

strategy.

Why Use Social Media

• Opt-In nature leads to engaged audience.

• More frequent contact with audience,

including incidental contact.

Where to Begin?

What are you trying to achieve?

Target Audience

• Facebook reaches a broad

and generalized audience.

Good for public

relations/awareness.

• LinkedIn is professionally

centered. Another avenue to

communicate to clients and

business partners.

Adapt if Necessary

Always keep an eye on who is viewing your

page. The audience you planned for may

not be the one you get. Adjust your

messaging accordingly.

Building a User Base

• Invite personal contacts to join your group/“like” your

page.

• Every fan you add is another exposure point.

Social Media Advertising

• Sites offer advertising as an option to grow

your audience, such as Facebook Ads,

and LinkedIn’s “Direct Ads.”

• Set profile keys to target who views the

ads.

• Pay per click, and set a daily spending cap

to control costs.

So now they’re listening…

Social media can be

prone to noise. Be

sure your content has

value. This will keep

your audience

engaged.

Match Content to Crowd

Be aware of who is viewing you page, and what

information they might be interested to hear.

A Small Sample

SEDP’s main facebook page serves as an avenue to

increase public awareness of organizational activity, and to

show good news in the local economy.

A Small Sample (cont.)

Growing Hometown Futures is an SEDP marketing initiative to reintroduce

former residents to the communities they grew up in, and encourage them

to pursue future business opportunities in Shiawassee County.

A Small Sample (cont.)

SEDP’s LinkedIn page connects us to many local business

leaders, as well as connections in the finance,

development, and site selection worlds.

User Generated Content

• Allowing UGC opens opportunity for

synergies and improved communication.

• Allowing UGC opens opportunity for

criticism and solicitation.

User Generated Content

• If you allow user generated content, check

the site regularly to keep added

information beneficial.

• Some sites allow more control than others.

Examples

• www.facebook.com/sedpweb

• www.facebook.com/growinghometownfutures

• Search LinkedIn Groups for “Shiawassee Economic Development

Partnership”

Questions?

Contact

Brent Jones

Project Specialist

Shiawassee Economic Development Partnership

bjones@sedpweb.org

(989) 725-9241

…Or look me up on LinkedIn