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Using Social Media for Your Amway Business Guidelines for Amway Independent Business Owners Using Social Media for Your Amway Business Guidelines for Amway Independent Business Owners

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Page 1: Using Social Media for Your Amway Business - Homesteadtwigobgr8.homestead.com/AmwaySocialMediaGuide.pdf · Using Social Media for Your Amway Business ... claims about a product or

Using Social Media for Your Amway Business

Guidelines for AmwayIndependent Business Owners

Using Social Media for Your Amway Business

Guidelines for AmwayIndependent Business Owners

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TABLE OF CONTENTSIntroduction 03

Defining Social Media 03

A Commitment 03

Abide by the Rules 04

Amway’s Social Media Guiding Principles 05

Product Talk

Product Claims 07

Using Social Media to Sell Products 08

Opportunity Talk

Opportunity Claims 09

Tips for Day-to-Day Online Interactions

Managing Negative Comments 10

Using Testimonials 10

Personal Versus Private 11

How You Can Help Protect Yourself and Others Online 11

Connecting With Amway Online

Please Do 12

Please Don’t 12

Guiding Principles in Action

Meet Stacy 13

Meet Javier 14

Meet Eun Suk 15

Keep Learning! 15

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IntroductionPeople like to do business with people they know, like, and trust. That has always been the case, and we believe that social media is so exciting for the direct selling industry – and for you – because of its power to help others get to know, like, and trust Amway and its Independent Business Owners (IBOs).

Social media can benefit you and your business in a number of ways, including:

• Reconnecting with friends, colleagues, and customers.

• Making existing relationships stronger.

• Allowing you to provide timely product information and customer interaction and support.

• Generating referrals.*

• Increasing product sales.*

• Inspiring people to learn more about the business opportunity.*

• Improving your connections to the IBOs on your team.

This document was created to help you make the most out of your social networking efforts, and to help you abide by Amway’s IBO Rules of Conduct while doing so. This document does not change or replace the IBO Rules of Conduct, and you should always follow the rules. You should also pay attention to your local laws and the terms and conditions of the social media networks you are using.

Defining Social Media Social media is a collection of online tools, including blogs, message boards, forums, podcasts, video and photo sharing sites, microblogs, communities, and more. Through these tools, people connect by sharing updates on their lives – their common interests, opinions, expert advice, experiences, and perspectives. Depending on where you live, relevant examples may include Facebook®, Orkut®, Vkontakte®, Cyworld®, Mixi®, YouTube®, Twitter®, and many more!

A CommitmentAmway is committed to using social media to increase brand awareness, favorability, purchase intent, and loyalty, and to driving customers and prospective IBOs to Amway. We ask you to make a commitment also – to use social media in a way that is relevant, responsible, and honest. These guidelines should help you.

*See page 11 for tips on adjusting your platform privacy settings.

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Abide by the RulesThe Rules of Conduct are designed to help you represent your business, and Amway, in the best possible light. Be sure you are aware of, and adhere to, the Rules of Conduct in order to get the most benefit from your online marketing efforts. Adhering to the following will help assure you’re in compliance with the rules.

• Brand images and logos – Using Amway’s logos and product images in your social media presence is not allowed without authorization from the Corporation (Rule 8).

• Naming your page – Amway will not allow the use of its trademarks or trade names as profile names or page names. Use your own name, as people are more likely to remember your name than one you’ve created (Rule 8.).

• Soliciting for customers or IBOs – Soliciting is allowed only in a closed environment (i.e., only your friends or followers can see your posts) and is not permitted in open/public forums (Rules 4.3 and 4.4).

• Privacy settings – Many social media sites allow you to manage your privacy settings to control who can see your photos, profile, updates, and who can follow you. Amway recommends that you manage your privacy settings so only your friends, family, and colleagues can view your updates. When participating in open forums where privacy settings are not available or utilized, following the Rules of Conduct/Commercial Principles will help protect Amway’s reputation and yours.

• Business and product claims – Business and product claims must be accurate and substantiated. It is recom-mended that only business and product claims authored by the Corporation be utilized (Rule 4.6).

• Videos – Any videos produced by people or entities other than Amway must be reviewed and authorized by Amway prior to being used for your Amway™ business in a social media environment (Rule 7).

• Avoid crosslining – There may be instances in your social media experiences when you run into an IBO from a different Line of Sponsorship (LOS) or different training organization. If this occurs, we recommend that you check with your upline for assistance. Don’t use social media to argue, engage in a long discussion, or message other IBOs directly regarding your LOS or a different training organization. Although you may be part of a different LOS or LOA (Line of Affiliation), you both want to achieve success through your Amway business. You just may be taking different paths to get there (Rules 4.2 and 4.17).

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Amway’s Social Media Guiding Principles In order to succeed with social media, you need to understand some “unwritten rules” that help to guide successful online interactions. Here are some principles that have helped many businesspeople find success with social media marketing. In fact, Amway abides by these same principles in its corporate social media efforts:

• Always review and abide by the Terms & Conditions of the social media website you are using. Also, the Federal Trade Commission (FTC) has published its “Guidelines Concerning the Use of Endorsements and Testimonials in Advertising.” The guidelines address the use of social media when promoting products and services. Specifically, when using social media, you may be required to disclose that you are being paid or given free merchandise by a company or if you otherwise have a financial interest in the sale of any product or service that you are commenting favorably about. The guidelines state that both the company and the blogger may be held liable for failing to disclose a material connection or for making misleading or unsubstantiated claims about a product or service.

• Be transparent, authentic, and honest – Be truthful and accurate at all times. What is said online generally stays there and can spread quickly and widely through links or copying. Misleading others or making false claims jeopardizes your – and Amway’s – reputation. If you plan to talk about your business, be open about the fact that it is an Amway™ business. So that your audience understands your relationship with Amway, and in some cases to ensure Amway is in compliance with legal requirements, you must disclose that you are an Amway Independent Business Owner when discussing the business. You can do this in your profile information, or if you prefer, only in comments that mention Amway.

• Keep it simple – Don’t set up too many sites and profiles. You won’t be able to maintain them all well and still work your business. Consider having only one or two active networking accounts.

• Be relevant and credible – If you want to become a trusted source of information on a topic to help build your business, combine your personal comments and stories with meaningful advice, tips, or articles that others would care about. And always tell your story in an interesting and truthful manner. Studies show that readers are turned off by hype and rhetoric, so be sure to offer simple, sound, and accurate advice that helps you establish your credibility and earn your readers’ trust.

• Find a good mix – People don’t appreciate being bombarded with “join my business” and “buy from me” posts, nor do they like an overabundance of messages describing the intimate details of your personal life. Maintain a balance between business and personal in your messaging efforts.

• Avoid spam – Not only is it in poor taste to provide a link to your Personal Retail Website on a public discussion board, forum, or other public places on the web, but it could put you at odds with the Rules of Conduct regarding soliciting and advertising. It could also be a violation of the website terms and conditions. People don’t appreciate others using public forums for self-promotion.

• Social media doesn’t replace the real you – Don’t forget to meet people in real life, too! Don’t let social media replace face-to-face relationship building. Using the web to talk to prospects and customers is smart business, but personal meetings and phone calls – live, one-on-one interactions – are invaluable.

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Amway’s Social Media Guiding Principles (Continued)• Keep it positive – People like to do business with positive people. Share good news and make an effort to

bring a smile to people every day. If you’re having a bad day, share it with someone in person, rather than online where it can last a long time and bring other people down. Always be sure to avoid arguments and other negative conversations. You’re more likely to achieve positive results from your social media efforts when you keep it positive.

• Be strategic – Be strategic about the people you connect with online. Don’t just follow or connect with everyone who asks for it. Check them out first. Their business pursuits or personal style may not be a good fit for the rest of your network to see.

• Be a good listener – This is no different than participating in the traditional sales process, in which you listen to what others are saying before you can attempt to meet their needs. Listening is a vital component of your social media efforts and should guide your actions.

• Be respectful – Always remember that others online are free to speak the truth as they have experienced it. The best way to change a person’s perception is through actions, not words. Show them that Amway IBOs are their friends, neighbors, and community members by acting as such.

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Product TalkProduct ClaimsThere are so many great things that can be said about Amway™ products! So stick with the facts that you CAN say, rather than going beyond the rules, which can compromise both your business and Amway as a company. Remember, product claims must be accurate and substantiated. It is recommended that only product information authorized by Amway be utilized.

For example, you shouldn’t say:

This post makes claims that aren’t appropriate for dietary supplements. Therefore, this statement can get you – and Amway – into a lot of legal trouble.

Instead, you can say something like:

Sharon Smith Use Amway’s Nutrilite Daily to overcome some lifestyle diseases like diabetes, heart problems, high blood pressure, and more!28 minutes ago via web

Sharon Smith I feel better than I ever have! I’m exercising, taking Nutrilite Daily, and eating right. I know my best days are out in front of me!!32 minutes ago via web

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Using Social Media to Sell ProductThere are so many fabulous Amway™ products, and one of the things that social media can do for you is help you find new customers. However, it’s important to offer Amway products in the right way. You should never offer products as a general status update. Instead, offer specific products in context to help achieve the most success, and to avoid alienating your online prospects.

You should also keep in mind that any prospecting for customers must be done in a closed environment to assure compliance with Amway’s advertising rules.

If one of your contacts on a social media site asks how to buy a product, send him a direct message with your contact information or find out how the contact prefers to be contacted, so you can follow up effectively.

In this example, someone asks about a product you recommend:

Correct response 1: Open EnvironmentSend the reader a direct message, viewable only by him, so you can retail in a one-on-one environment.

Correct response 2: Closed Environment Say, “I’d love to give you more information on this. What’s the best way for me to contact you with the details?” An IBO can also send a link to their Personal Retail Website, provide their phone number, email address, etc.

08

Sharon Smith I had a great run this morning.42 minutes ago via web

Sharon Smith Good luck.45 minutes ago via web Like

Sharon Smith Stay hydrated. Don’t overtrain. Start eatingmore carbs and proteins. Take a multivitamin.52 minutes ago via web Like

Sharon Smith Double X. From Nutrilite, a brand I represent.52 minutes ago via web Like

Sam Jones I see ur still running. Doing my first marathon.Chicago.44 minutes ago via web Like

Sam Jones Have any tips?48 minutes ago via web Like

Sam Jones Which one do u take?48 minutes ago via web Like

Sam Jones How can I get it?48 minutes ago via web Like

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Sharon Smith Just got back from a trip in San Diego. Love myAmway business!18 minutes ago via web

Sharon Smith Sam, I’d love to help you. I’ll contact you directly.45 minutes ago via web Like

Sam Jones My parents used to sell Amway products. Sounds like you are doing great. I’ve thought about joining. How do I find out more?22 minutes ago via web Like

Opportunity TalkOpportunity ClaimsNow let’s look at opportunity claims. It’s best to present the opportunity one-on-one with people, but when you share your Amway experiences online, you are likely to receive questions from interested individuals.

Don’t make posts such as: “Need extra money? You can earn $5,000 per week or more with Amway. Let me show you a system that works!”

STOP: Posts that make any earnings claims or representations (new car, boat) are not acceptable in a social media environment.

In addition to being an earnings claim, which is not allowed, it can also turn off your social media contacts because the post is a hard sell. A hard sell is not welcome on social networks and can violate terms and conditions for some networks, whereas a more meaningful response that discusses a genuine personal experience may pique someone’s interest in the business.

The Amway™ opportunity can make a difference in people’s lives! Of course you’re excited about sharing it. But when you share online, it’s important to do so the right way, to avoid alienating your contacts. Here are some tips to keep in mind when prospecting online:

• When others inquire about your business, don’t hard sell the opportunity. Your “conversations” online should mimic your conversations offline.

• It’s important to remember that this is “social” media, and people will not appreciate being bombarded with “join the business” posts as your status updates. Wait for the proper context to achieve the most success and approach all opportunity offers individually.

• If someone asks for details about the Amway sales plan and everyone can see the context in which you make your comment, you can respond if you are in a closed environment.

• If you choose to solicit the business opportunity, this must be done in a closed environment – meaning the only ones who can see your posts are your friends or followers.

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Tips for Day-to-Day Online InteractionsManaging Negative Comments“If you don’t have something nice to say, don’t say anything at all.” Don’t you wish everyone subscribed to this philosophy? Unfortunately, negative comments can happen when you use social media, and the way you respond can make all the difference when it comes to how people view your business and the Amway™ brand. Here are some suggestions for how to respond:

• If you see comments that include erroneous facts, feel free to correct these misconceptions publicly. Make sure you include reliable sources, references, or links to support your position.

• If a comment is an opinion that casts you or the business in a negative light, feel free to post a response that is civil and businesslike.

• If the comment reflects a negative customer experience or is directed at you personally, reach out to the individual privately with a direct message. If you can’t solve specific product or business concerns, contact Customer Service.

• If the comments on your site or profile are irrelevant, crude, or inappropriate, remember that it’s your page and you can delete them.

• Not every comment needs a response! Sometimes, adding more comments to a negative post boosts that post’s popularity. In that case, you’re better off making a new, positive post to offset the negative one. If you’re not sure how to respond, reach out to your upline.

Using TestimonialsTestimonials can be a fabulous way to promote your business. But it’s important to remain within Amway guidelines when you use them. Here are some tips to help make testimonials work for you online:

• You can use testimonial quotes or videos of your customers (with their permission), but you must make sure that all information shared is factual and complies with Amway guidelines. Remember that any video not produced by Amway must be reviewed and authorized by Amway prior to being used in a social media environment for your business.

• All of the rules that apply to you, including those regarding product and business claims, also apply to those words that are found on your page or in your messages, regardless of whether they were stated by you, a customer, or a friend.

• Inappropriate comments or false, unsubstantiated claims that you find on your own profiles and pages must be removed.

• Your customers must disclose any financial compensation received in exchange for testimonials, even if it was a simple free sample.

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Personal Versus Private Sharing your personal life online is a great way to help people learn more about you. The people you connect with may also be parents, students, or small-business owners … in other words, people who can relate to the small details you share about yourself. Help them relate to you as a person so they are more comfortable doing business with you.

Be professional in social media, but let your personality shine through. Again, people are more likely to do business with someone they know, like, and trust. Understanding the difference between in-person conversations and those that can be seen by the public is important, and everyone’s balance of personal and professional will be different. Over time, your own standards for what is personal and what is private will emerge. But universally:

• Monitor and manage your privacy settings on your social networking sites. Instructions for doing this are easy to find. Security and privacy precautions such as only allowing friends to see your full profile are smart and helpful on sites like Facebook® and Vkontakte®, whose primary purpose is to connect or reconnect with people you’ve already met.

• On other sites, such as Twitter®, public sharing of information opens your profile and your expertise to the world. Following the Amway Rules of Conduct related to public solicitation will help protect your reputation, and Amway’s. You may include your Personal Retail Website address in your profile, but if you share Amway-related information, remember to use the direct message function if those posts lead to further inquiries about the sale of products or the business opportunity.

• Realize that others also have a definition of what is personal versus private. Think about how much people really need to know about you. Don’t share the details of your kids’ schedules or when your house will be empty for a full week. Be smart.

• Again, be relevant. Things that are highly personal are not usually relevant to all of your contacts, and neither are topics that are “all business.” Try not to lean too far one way or the other.

How You Can Help Protect Yourself and Others OnlineIt is now easier than ever for others to use the Amway™ brand to make a profit, scam customers and prospects, and tarnish the Amway name. That is why Amway and the IBOAI® have partnered to help protect our brand from online brand impersonators and predators. Here are some tips on how you can help:

• Follow solicitation and trademark rules so that our brand has consistent presences online.

• Follow corporate social media pages. Amway and the IBOAI have created social media pages to provide IBOs with detractor- and spam-free sites to strengthen credibility and provide a shareable story. Our Amway U.S. YouTube® channel, for instance, provides IBOs with searchable, shareable videos that are free of impersonators or predators using brand key words to target fellow IBOs, prospects, or customers.

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Connecting With Amway OnlineAcross the web, thousands of conversations are happening about Amway every day. People are talking about us, and they expect us to have a presence and be listening and engaging with them. We are!

There are blogs and social networking sites that are managed by Amway North America and the IBOAI, such as:

There are also ways to connect online in nearly every Amway market around the world. For example, Amway Taiwan has its R&J Café Community; Amway Korea has its Amway Story blog and community; Amway Europe has an active beautycycle® presence on Facebook; and Amway Australia has several Twitter® feeds, based on their best-selling product lines. These are just a few examples! Ask your upline or Amway Customer Service contact to point you in the right direction.

When it comes to interacting with these sites:

Please Do• Comment on blog and social networking posts, and share your perspective.

• Share the posts, videos, and photos that Amway posts with your teams, customers, and prospects.

• Ask and answer questions posted there.

Please Don’t• Use them for self-promotion. These pages are a resource for everyone, but it’s not appropriate

to provide your personal contact information.

• Use them as a substitute for Customer Service or your upline when you have a question or complaint on shipping, product quality, or policies.

We want you to ask us questions if we can help, but use good judgment. Any complaints you leave will be there for everyone’s friends, customers, and prospects to see.

We hope you find these sites to be a valuable credibility-building tool for your business and that they provide shareable product information and company news.

Blogs:Opportunityzone.comAchieveMagazine.com

Twitter.com/amwayusTwitter.com/nutrilitehealthTwitter.com/artistrybeautyTwitter.com/achievemagazineTwitter.com/iboai

Twitter.com/amwaycanada

Facebook.com/amwayusFacebook.com/nutriliteusFacebook.com/artistryusFacebook.com/iboai

Facebook.com/amwaycanadaFacebook.com/nutrilitecanadaFacebook.com/artistrycanada

Youtube.com/amwayus

Microblogging:

Facebook®:

Video Sharing:

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Guiding Principles in ActionYou’ve learned a lot about using social media for your business! Now let’s take a look at the profiles of each of these fictitious Amway IBOs to see how they put these guiding principles to work.

Meet StacyStacy is an Amway IBO who has never used social networking tools before. Since she’s new to social networking tools like Facebook®, Stacy has decided to join a social network and use it socially first, so she gets used to where things are and how people talk to one another. She’s learning the rules and etiquette of her social network, and can identify the types of posts that she enjoys, along with what annoys her. For example, Stacy got tired of seeing games and quiz results go by from her friends, which made her realize that this is something she’ll want to avoid when connecting with her prospects and customers online.

Use social networks to make social connections first, before using them for business.

Avoid posting the results of your games and quizzes all the time, should you use these on your social networks. They’re fun to take, but you should choose not to share the results.

Once Stacy feels comfortable with her social network, she begins interacting with people. She takes a little time each day to answer questions and respond to comments that they post. She’s also reading other people’s blogs and posts, along with Amway blogs, and commenting on them. She passes along the information she thinks her contacts will enjoy through her social networks. Her contacts really appreciate the fact that she’s connecting with them, and some have even bought Amway™ products from her, and joined her team, because of the value she consistently provides.

Building relationships is key! Be sure to take some time to connect with people and respond to their posts. It’s also great to share information that your contacts will value. And when you like information that others have provided, let them know by leaving a comment. One of the greatest compliments you can give to someone is to provide feedback and show you are paying attention.

SUCCESS

TIP

SUCCESS

TIP

SUCCESS

TIP

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Meet JavierJavier has been an Amway IBO for 10 years. He loves his business and has experienced a lot of success through building an active downline organization. Ethics in business is extremely important to Javier. He is proud of Amway and the organization that he has built. He wants to ensure that he and his team continue to build a reputation of ethics and integrity once they begin using social media. He reviews Amway’s guidelines for social media, and shares them with his team, to help guide successful online interactions.

Javier’s ChallengeSome of the members on Javier’s team have set up profiles with names like “Healthy Living with Nutrilite” and “Amway Andy.” They’re using Amway logos as profile pictures, making product claims, and talking about how much money they’ve made online. Here are some examples of posts from his team:

Javier’s SolutionJavier directs his team to Amway’s Social Media Guidelines, which clearly outline Amway’s policies with regards to social media marketing and how IBOs should position themselves. Here are some of the policies he emphasizes:

1. Using brand images and logos – Using Amway logos, including NUTRILITE®, ARTISTRY®, eSpring®, or any other Amway™ product logos in your social media presence is not allowed without prior permission from the Corporation.

2. Naming your page – Amway will not allow the use of its trademarks or trade names as page titles or profile names. People want to know your real name anyway.

3. Make sure you do not overstate product or opportunity claims – It’s never OK to write posts stating things like “cures cancer” and “best mascara on the planet.” Stick to Amway-approved claims and real, proven stories and testimonials instead of hype, which turns prospects away.

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Get everything cheaper at wholesale!!!!Amway.com/andyIBO Go ahead and REGISTER!!!!!! You won’t regret this decision!!!!!!1:45 PM January 24th via web

AMWAYandy

Sharon Smith Need extra money? You can earn $5,000 a weekor more with Amway. Let me show you a system that works!42 minutes ago via web

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Meet Eun SukEun Suk is an Amway IBO who has been using social media tools with his friends for years. He can’t remember a time when he couldn’t talk to his friends with his mobile phone in hand!

Eun Suk’s ChallengeWhen Eun Suk first joined Amway, he knew that social media could have a big impact on his ability to reach people with his business. Unfortunately, he didn’t understand that there’s a difference between what you can do when using social media with your friends and when you’re using it for business. All he did was share information about his business and connect with everyone, whether they were good fits or not. As a result, he lost several friends who might have been good prospects.

Eun Suk’s SolutionFortunately, Eun Suk’s upline pulled him aside and showed him some best practices in using social media for his business. Here’s what Eun Suk does now when using social media for his business. First and foremost, he strikes a healthy balance between personal and Amway information on his social networks. He knows that he has to be himself before people are ever going to want to hear about his business.

Be yourself first. People need to come to know, like, and trust you before they’ll choose to do business with you. Strike a careful balance between business and personal posts.

When Eun Suk does talk about products, he makes sure it relates to his personal situation, such as talking about how taking a multivitamin helps him live a healthy lifestyle. He also demonstrates his value by imparting verifiable facts and links, such as, “The sun is the most intense from 10 a.m. to 3 p.m. So wear protective clothing, and always apply a moisturizing sunscreen.” This post offers simple, sound, and accurate advice and represents Eun Suk’s business well.

As a result, Eun Suk finds that his friends and other online contacts now come to him for advice when choosing products. And that’s great for business!

Keep Learning!In this guidebook, you’ve received a great foundation for the ways that you can use social media effectively for your Amway™ business. One of the best ways to keep learning about these tools is to use them! Set up your profiles, listen first, and connect with people.

Amway will work to provide you with future training opportunities and social media resources. We wish you great success!

SUCCESS

TIP

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