Social Media for Business101

Brian Loebig, MBAAlliance for Performance Excellence

LoebigInk.com, TheInkBlog.net

  

Social Media Revolution?

Social Media Cycle of Success1. Plan 

o Do some research o Create a written plan

2. Doo Implement the plan o Listen onlineo Manage your reputation

3. Measureo View and track key analytics

4. Acto Use knowledge to adjust plano Be transparent/honest/personal o Share content and contribute

Social Media Tools: Overview• Social Networks

o Facebooko Linkedino Twitter

• Blogso Wordpresso Bloggero Ezine

• Video Sharingo YouTubeo Blip.tvo InternetArchive

Social Media Tools: Social Networks

Facebook Business PagesA social networking site for a local business, company, product, public figure, cause or community where users can add fans, send messages and interact with others on Facebook from the perspective of their business/interest page.• Business and Personal Pages

o Admin role, visibility, interaction • Customizable features

o Welcome pages, misc feeds, coupon offers, checkin deals

• Highly Targeted Advertisingo PPC, PPI, total reach, frequency, social reach,

connections, clicks, CTR, CPC• Audience Insights/Metrics

o New likes, lifetime likes, monthly active users, post views, post feedback

Social Media Tools: Social Networks

LinkedinA business-oriented social networking site for companies and industry professionals looking to make new business contacts or keep in touch with previous co-workers, affiliates, and clients.• Create a profile with a photo and resume• Connect with colleagues• Share professional recommendations• Find and post jobs• Use professional forums to demonstrate expertise and find

answers.o Profile Example (Brian L): http://linkd.in/qWiH1qo Forum Example (ASQ): http://linkd.in/qdMUzyo Job Posting Example (Center for Org Excel): http://linkd.in/nnHbdA

Social Media Tools: Social Networks

TwitterA microblogging site that enables users to send short (140 characters or less) messages or ‘tweets’ to their followers. • Business purposes

o quickly share informationo gather market intelligence and insightso build relationships with people who care about your

companyo Increase SEO o Often, there is already a conversation about your

business happening on Twitter

Social Media Tools: Social Networks

Do• establish a presence on the social

networks where your colleagues and customers interact

• create a business page• connect your website, newsletters

and print media to your social networks

• encourage discussion and participate regularly

• explore and experiment with advertising opportunities

Don't• create pages without a plan for

using, measuring and maintaining them

• censor comments unless profane or spam

• use social networking primarily as a sales channel

• post misleading information

Social Media: BlogsA business blog is a website with regular entries of commentary, industry articles, or organizational news. • Blogs serve several purposes

o Establishes organizational expertise and credibilityo Provides useful information that your customers desireo Gives customers a reason to returno Allows you to engage customers in dialogue o Can promote events and serviceso Increases search engine optimization which will drive

traffic to your website

Social Media: Blogs

Do• Post content on a regular

schedule (once a week minimum)

• Encourage dialogue by asking questions

• Respond to people who comment on posts

• Use more than one person on staff to blog if possible

Don't• Use it as a place to place press

releases• Let criticism and complaints go

unanswered• Require users to register in order

to comment• delete critical comments unless

profane or spam

Social Media: Video SharingVideo-sharing websites such as YouTube, Blip.tv and Vimeo on which users can upload, share, and view videos. • Video sharing sites serve several purposes for business

o Instantly become more personableo Retain customer attention longero Show instead of tello Develop a level of trust beyond what is possible in

written content aloneo Increases search engine optimization which will drive

traffic to your website

Social Media: Video Sharing

Do• Publish videos regularly• Made the video interesting• Engage with your viewers• Provide a call to action• Make videos easy to share

Don't• Use it as just a place to

promote or republish commercials

• Rely solely on Youtube• Shoot video like an amateur• Script it• Forget about your brand

Next Steps

• Assess your current use of Social Media • Garner support

o Find out who on your board or staff have expertise or proficiency in Social Media and enlist their help to develop and implement your plan

• Enlist the help of a Social Media specialisto Lots of competition in Social Media means you can get

talented low cost support, especially if you are non-profit • Experiment

o Start developing and using the mediao Learn from your mistakes and celebrate your

accomplishments