2. Topics
— Why
Social
Media
Ma.ers
— Planning
— Op6mizing
— Engaging
and
growing
— Leveraging
— Managing
— Measuring
2
3. Why
Social
Media
Ma.ers
— Social
Media
Op6miza6on
(SMO)
is
the
new
SEO,
or
rather
two
halves
of
a
whole.
— SMO
is
the
distribu6on
of
social
objects
(videos,
blog
posts,
tweets,
Facebook
updates)
so
that
they’re
op6mized
to
rise
to
the
top
of
any
related
search
query,
where
and
when
it
is
performed.
— Google
uses
SM
content
to
determine
your
page
rank
— SEO
+
SMO
=
Amplified
findability
in
the
tradi6onal
and
social
web.
3
4. It’s
Huge
— Facebook:
1,000,000,000
ac6ve
users
— 53%
of
US
popula6on
is
on
FB*
— Twi.er:
175,000,000
ac6ve
users
— LinkedIn:
150,000,000
registered
users
— Pinterest:
26,000,000
unique
visitors
last
month
— Blogs:
346,000,000
people
read
blogs
every
day
— YouTube:
160,000,000
unique
visitors
last
month
*
According
to
SocialBaker.com
4
6. It’s
Growing
— Social
media
adop6on
among
U.S.
small
businesses
doubled
in
the
past
year
from
12%
to
24%
— 61%
of
small
business
owners
use
social
media
to
iden6fy
and
a.ract
new
customers.
— 75%
surveyed
have
a
company
page
on
a
social
networking
site.
— 45%
expect
social
media
to
be
profitable
in
the
next
12
months.
According
to
survey
conducted
by
University
of
Maryland's
Smith
School
of
Business
with
Network
Solu@ons
6
7. Gebng
Started
-‐
Social
Media
Plan
— Define
the
business
goals
for
social
media
— increasing
sales,
brand
awareness
/
engagement
or
simply
more
people
who
“like”
or
“follow”
your
business
— Do
research
and
make
sure
you
understand
your
target
market(s)
— Know
your
compe6tors
— Iden6fy
your
top
10
–
15
keywords
— Take
6me
to
determine
your
voice
–
humorous,
instruc6ve,
etc.
7
8. Social
Media
Plan
— Listen
to
what’s
already
out
there:
— Set-‐up
Google
Alerts
for
all
your
keywords,
your
compe6tors,
your
own
company
name,
your
personal
name,
etc.
— Use
Social
Men6on
to
search
social
media
for
men6ons
of
your
organiza6on
/
compe66on
— Use
Google
Search
and
Google
Blog
Search
to
find
bloggers
and
other
content
creators
in
your
space
— Use
Muck
Rack
to
find
journalists
8
9. Social
Media
Plan
— Create
your
Content
Calendar
For
Pos6ng
— Define
5-‐6
content
categories
— Set-‐up
a
3-‐month
calendar
— Add
your
key
offline
events
and
any
milestones,
holidays,
etc.,
— Align
with
your
tradi6onal
marke6ng
calendar
— Content
should
be
a
mix
of
original
content/images,
news
updates
and
curated
content/images
9
11. Social
Media
Planning
— Set-‐up
your
profiles
and
pages
— Ensure
you
have
a
consistent
design/branding
across
all
plamorms
— Op6mize
profiles
with
keywords
— Set-‐up
Google
Analy6cs
to
monitor
web
traffic
— Set-‐up
and
use
tools:
— Hootsuite
to
manage
your
social
media
updates
— Onlywire
for
content
distribu6on
— Gather
info
— Google
Alerts,
subscribe
to
blogs,
muck
rack
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
11
12. Why
Use
Facebook
— Increase
visibility
— Connect
with
customers
— Increase
engagement
— Promote
your
brand
— Create
a
community
12
13. Engage
and
grow
your
following
— Write
interes6ng
and
relevant
posts
will
encourage
followers
to
engage
with
your
posts
— Liking,
commen6ng
and
sharing
are
important
— Facebook
uses
the
level
of
engagement
to
determine
how
many
people
see
your
posts
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informa6on
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-‐6me
— Have
a
plamorm
for
announcing
news,
promo6ons,
events
13
15. Engage
and
grow
your
following
— Hold
contests/sweepstakes/giveaways/refer-‐a-‐friend
— Give
back
to
loyal
customers
through
special
offers
and
discounts
— Promote
and
manage
events
— Upload
and
invite
your
email
list
— Invite
your
friends
— Run
Facebook
Ads
15
21. Engage
and
grow
your
following
— Build
community
and
it
will
grow
organically
— Join
relevant
Facebook
groups
— Contact
the
group
owners
and
ask
if
they’ll
cross
promote
— Post
on
other
relevant,
related
FB
pages
21
22. Op6mizing
Facebook
— Op6mize
your
Company’s
Page
— Op6mize
your
Posts
— Op6mize
your
Images
22
32. Twi.er
— An
informa6onal
tool
–
provides
informa6on
to
others
— A
conversa6onal
tool
–
respond
to
other
people’s
tweets
and
engage
in
dialogue
— Great
way
to
network
and
communicate
with
new
and
old
contacts
— You
choose
the
message,
not
the
recipient
32
33. Twi.er
-‐
Defini6ons
— Tweet
-‐
When
you
hit
send
on
your
140
characters
on
twi.er
it’s
called
a
tweet
or
twee6ng
—
Handle
–
your
Twi.er
name
@GibbonsDigital
–
balance
short
with
descrip6ve.
— Follow
–
this
is
simply
the
act
of
adding
someone
to
your
list
of
people
you
are
following
–
this
makes
their
tweets
show
up
on
your
homepage.
— Replies
–
this
is
what
it
is
called
when
someone
writes
a
tweet
directly
at
your
handle
-‐
@GibbonsDigital
cool
post
today
blah
blah
–
this
is
oqen
an
invite
to
engage
with
a
follower.
— Retweet
–
this
is
a
tac6c
of
republishing
someone
else’s
tweet
–
the
original
tweet
along
with
author
stays
in
tact,
but
you
are
basically
showing
someone’s
tweet
to
your
followers
–
many
people
find
this
a
great
way
to
add
content
and
acknowledge
good
stuff
from
the
folks
they
follow
— DM
–
this
is
a
message
that
is
sent
directly
to
another
user.
They
must
be
following
you
for
you
to
DM
them,
but
this
is
a
very
useful
tool
for
private
messages
and
generally
a
good
choice
when
you
start
going
back
and
forth
with
someone
on
something
your
en6re
base
of
followers
might
not
find
interes6ng.
— Hashtag
–
this
is
a
way
people
categorize
tweets
so
that
others
might
use
the
same
tag
and
effec6vely
create
a
way
for
people
to
view
related
tweets
–
it
will
something
like
#marke6ng
–
more
on
this
in
search.
33
35. Engage
and
grow
your
following
— Listen!
— Set
up
simple
searches
that
allow
you
to
hear
men6ons
of
your
company
— Twi.er
is
a
real-‐6me
opportunity
to
listen
in
on
the
conversa6ons
of
200
million
users
— Serve
as
a
resource
— Provide
informa6on
that
helps
your
target
audience
in
a
quick,
easy-‐to-‐use
format
35
36. Engage
and
grow
your
following
— Listen!
— Set
up
simple
searches
that
allow
you
to
hear
men6ons
of
your
company
— Twi.er
is
a
real-‐6me
opportunity
to
listen
in
on
the
conversa6ons
of
200
million
users
— Serve
as
a
resource
— Provide
informa6on
that
helps
your
target
audience
in
a
quick,
easy-‐to-‐use
format
36
39. Engage
and
grow
your
following
— Use
your
own
style
when
engaging
with
others
— Provide
guidelines
for
anyone
twee6ng
on
behalf
of
the
company
but
don’t
underes6mate
the
value
of
having
a
“real
person”
online.
— Share
the
human
side
of
your
company
and
stories
about
the
people
doing
the
twee6ng
for
the
business
— Seek
opportuni6es
to
provide
photos
from
events
in
the
community
where
you
or
your
employees
are
doing
charitable
work
or
even
crea6ve
promo6onal
efforts
that
are
fun
or
engaging
39
40. Engage
and
grow
your
following
— Ask
relevant
ques6ons
on
Twi.er
and
consumers
are
happy
to
share
opinions
— People
like
being
asked
to
provide
input
on
topics
of
interest
— Thinking
of
offering
a
new
product
or
service?
Ask
for
input
beforehand
— Take
advantage
of
the
online
community
to
gain
feedback
and
generate
new
ideas
that
will
result
connect
with
the
audience
served
by
your
business.
40
41. Engage
and
grow
your
following
— Tools
that
will
automa6cally
follow
Twi.er
users
-‐
Twi.er
Adder.
Most
people
you
follow
will
follow
you
back.
— Add
Twi.er
link
to
your
website
homepage
— Include
Twi.er
icon
on
ALL
materials
that
reach
your
target
market
41
55. LinkedIn
— The
world’s
largest
professional
network
with
over
175
million
registered
members
and
growing
rapidly.
— Connects
you
to
your
trusted
contacts
and
helps
you
exchange
knowledge,
ideas,
and
opportuni6es
with
a
broader
network
of
professionals.
— h.p://www.youtube.com/watch?v=ZVlUwwgOfKw
56.
57. Profiles
— First
step
in
controlling
your
professional
iden6fy
online.
— Authorita6ve
source
on
your
career.
— Represents
your
career
accomplishments
and
opens
the
door
to
new
opportuni6es.
— Communicates
your
professional
brand.
— Enables
people
to
connect
and
reconnect
with
you.
— 100%
complete
profile
contains
an
execu6ve
summary,
your
skill
set,
educa6on,
3
recent
posi6ons
and
3
recommenda6ons.
57
58. Engaging
on
LinkedIn
–
Status
Updates
— Share
links
to
interes6ng
ar6cles,
websites
or
video
you
have
found
that
some
individuals
in
your
network
might
appreciate.
Try
to
use
words
that
grab
the
readers
and
encourage
them
to
click
the
link.
— Pose
a
ques6on
that
could
lead
to
solving
a
problem
you
have,
like:
"Anyone
know
about…?"
— Conduct
an
informal
poll
rela6ng
to
a
topic
that
is
of
interest
to
you,
such
as:
"What
interest
rates
are
you
seeing
for
lines
of
credit
in
the
current
environment?"
58
59. Engaging
on
LinkedIn
–
Status
Updates
— Men6on
a
person
or
a
situa6on
that
might
be
helpful
to
some
of
your
connec6ons,
like:
"I
just
met
with
John
Jones
from
ABC
Company
and
found
out
….”
— Talk
about
an
event
you
are
a.ending
or
have
a.ended
to
encourage
involvement
and/or
ques6ons
about
what
you
learned
there.
— Use
the
"Like"
feature
when
you
see
a
helpful
update
from
one
of
your
connec6ons.
Doing
this
shares
that
update
with
your
en6re
network.
This
is
a
great
way
to
give
the
writer
of
the
helpful
update
exposure
to
your
network
that
he/she
wouldn't
normally
have.
59
62. Engaging
on
LinkedIn
-‐
Groups
— Quickly
discover
the
most
popular
discussions
in
your
professional
groups.
— Have
an
ac6ve
part
in
determining
the
top
discussions
by
liking
and
commen6ng.
— Follow
the
most
influen6al
people
in
your
groups
by
checking
the
Top
Influencers
board
or
clicking
their
profile
image
to
see
all
their
group
ac6vity.
— See
both
member-‐generated
discussions
and
news
in
one
sebng.
— Easily
browse
previews
of
the
last
three
comments
in
a
discussion.
— Find
interes6ng
discussions
by
seeing
who
liked
a
discussion
and
how
many
people
commented.
62
63. Engaging
on
LinkedIn
-‐
Groups
— Click
on
Groups
Directory,
search
for
your
industry
or
a
career
keyword,
and
find
a
group
that
fits
your
interest.
— Once
you’ve
been
accepted
to
the
group
you
can
share
relevant
content
by
star6ng
a
discussion
or
pos6ng
a
link
in
the
share
box.
— Sharing
consistently
is
a
good
way
to
quickly
iden6fy
yourself
as
an
expert
in
your
field
or
industry.
— Click
on
your
photo
to
see
your
updates
as
well
as
what’s
changed
in
the
discussions
you’ve
started,
joined
or
followed.
— Good
way
to
keep
track
of
discussions
most
important
to
you
and
your
career.
— Aqer
sharing,
check
out
the
newest
discussions
in
the
slide
show
below,
and
cast
your
vote
by
liking
or
commen6ng.
— Under
each
discussion
you’ll
see
the
last
3
members
who
have
commented,
click
on
the
headline
to
see
all
comments.
64. Engaging
on
LinkedIn
–
Company
Pages
— Central
hub
where
millions
of
LinkedIn
members
can
go
to
keep
in
the
loop
on
company
news,
products
and
services,
business
opportuni6es,
and
job
openings.
— Also
perfect
place
to
start
conversa6on
with
your
customers,
prospec6ve
clients,
job
seekers,
post
company
updates.
— Post
industry
ar6cles
and
fun
facts.
— These
updates
appear
on
your
company
page
and
also
the
pages
of
your
followers.
— Analy6cs
pages
to
see
ac6vity
on
the
page.
64
65. Op6mizing
LinkedIn
— Op6mize
your
profile
— Op6mize
your
status
updates
— Op6mize
what
you
post
in
any
group
— Op6mize
your
company
page
65
72. What
is
Pinterest?
— Pinterest
is
a
“virtual
pinboard”
that
lets
businesses
share
images
and
content
that
are
relevant
to
their
customers
— Conceptually
similar
to
social
bookmarking
sites.
— Content
is
organized
in
“Boards”
and
organized
in
categories.
— Each
piece
of
content
is
called
a
“Pin”
72
77. Engaging
on
Pinterest
— Build
your
brand
out,
share
interes6ng
and
relevant
content,
create
engagement
— Add
products
with
prices
to
drive
awareness
— Service
businesses
can
create
pos6ngs
with
infographics
that
contains
useful
informa6on
or
a
graphic
with
a
quote
— Post
videos
(hosted
on
YouTube)
— Add
links
to
your
pins’
descrip6ons
giving
your
business
the
benefit
of
your
links
carrying
over
with
your
pins
when
users
re-‐pin
them
77
78. Engaging
with
Pinterest
— Run
compe66ons
where
the
winner
is
the
user
who
pins
the
best
pictures
or
has
the
Pinterest
board
with
the
best
collec6on
of
pins.
— Run
offers
-‐
Pin
images
of
offers,
giveaways,
discounts
from
your
website
and
detail
your
offer
in
the
descrip6on,
or
you
can
create
images
exclusively
for
Pinterest
where
everything
about
the
offer
is
wri.en
on
the
image.
78
79. Engaging
with
Pinterest
— So
make
sure
you
add
at
one
or
more
shareable
image
to
every
page
of
your
website
so
your
readers
get
to
choose
their
favorite
image
to
pin.
— Find
the
most
shared
images
on
Pinterest
and
get
to
know
who’s
sharing
them.
You
need
to
do
this
regularly
to
improve
your
own
Pinterest
marke6ng
strategy.
79
80. Pinterest
— Op6mize
your
Profile
— Op6mize
your
Pins
— Op6mize
your
website
for
pinning
80
89. Google
+
— Google+
offers
features
like
that
of
Facebook
— Allows
businesses
to
set
up
pages,
and
develop
rela6onships
with
prospects
and
clients
— Individuals
can
add
brands
to
specific
Google+
Circles,
share
a
Google+
page
with
their
network,
intereact
with
the
content
posted,
click
the
+1
(endorse)
company
updates,
etc.
— Hangouts
feature
enables
companies
to
engage
with
fans,
prospects,
customers
through
video
conference
calls.
‹#› 89
90. Google+
Page
–
Gebng
started
— h.ps://plus.google.com/pages
to
create
your
page
— Follow
the
wizard
and
choose
the
most
appropriate
op6on
to
classify
your
business
— Customize
your
page’s
profile
— Promote
your
page
–
first
complete
the
profile,
share
some
updates
— Op6mize
your
page
90
91. Google+
-‐
Gebng
started
— Circles
-‐
When
gebng
started,
you
can
organize
those
you’re
connected
to
in
different
circles.
This
allows
you
to
tailor
your
company’s
posts
to
specific
people
who
are
interested
in
that
topic.
Now
your
page
looks
rela6ve
to
a
user
who
enjoys
nature,
as
well
as
another
user
who
enjoys
technology.
91
92. Engaging
with
Google+
— Share
lots
of
photos
— Think
about
your
business
–
what
images,
charts,
slides
can
you
share
to
ignite
conversa6ons
— Share
fresh
content,
interact
with
fans,
etc.
— Promote
your
Google+
page
on
your
blog
and
website
— When
you
post
a
message,
photo
or
link,
ask
your
subscribes
to
share
the
content
with
their
Circles
92
93. Google+
— Op6mize
your
Profile
— Op6mize
your
Posts
93
96. Blogs
— Blog
=
‘web
log’
— An
online
diary
or
journal
— Anybody
can
be
a
content
generator
and
an
expert
in
their
field
— Can
be
setup
within
minutes
online
using
WordPress
96
97. Blogs
— Install
WordPress
— Design
–
use
Theme
or
designer
for
custom
look
— Configure
content
categories
— Develop
library
of
content
— Post
on
a
scheduled
basis
–
2
6mes
per
week
97
98. Engaging
Customers
with
a
Blog
— Answer
industry
ques6ons
— Comment
on
industry
news
— Provide
how-‐to
based
content
— Encourage
readers
to
comment
— Post
consistently
–
3
to
5
6mes
per
week
98
99. Engage
and
grow
with
a
Blog
— Pose
Engaging
Ques6ons
-‐
At
the
end
of
a
post,
pose
a
brain-‐
s6mula6ng
ques6on.
—
Get
readers
to
offer
6ps
-‐
It
could
be
a
problem
that
you’re
facing,
or
something
your
customer
is
facing.
Make
it
a
contest;
publicly
credit
the
reader
with
the
best
6ps
on
your
blog
so
that
everyone
can
see.
— Start
With
An
Engaging
Opener
–
Your
opening
should
engage
the
reader
from
the
word
go,
something
that’ll
ignite
their
curiosity,
mo6vate
their
thought
process
and
get
them
engaged.
Make
your
opener
funny,
insighmul,
poky,
wi.y
and
outrageous
if
need
be.
—
99
100. Engage
and
grow
with
a
Blog
— Make
The
Content
Graphically
Vivid
-‐
Paint
a
picture
with
your
words,
and
draw
people
into
the
scene
you’re
pain6ng.
— Write
in
your
speaking
voice,
as
though
you’re
chabng
with
friends.
— Provide
A
Conclusion
–
sum
up
the
essence
of
your
ar6cle
in
a
short
conclusion.
Your
conclusion
should
ideally
6e
up
your
points
together
and
provide
a
short
glimpse
of
what
the
ar6cle
is
all
about.
100
101. Blogs
— Op6mize
your
Blog
— Op6mize
your
Posts
–
content,
images,
videos,
etc.
— Distribute
Posts
with
link
back
to
website
101
110. YouTube
— YouTube
is
a
video
sharing
website
on
which
users
can
upload
and
share
videos
110
111. YouTube
-‐
Gebng
Started
— www.youtube.com
— Set-‐up
account,
link
to
Google
account
— Customize
your
channel
(logo,
colors,
etc.)
— Post
your
own
videos
–
short,
1-‐2
minutes
only
— Subscribe
to
other
channels
— Share
videos
111
112. Engaging
with
YouTube
— Powerful,
on-‐demand
communica6on
channel
— Market
your
business
to
millions
of
people
at
virtually
no
cost
— Build
more
personal
rela6onships
with
your
current
client
base
— Inform,
Educate,
Entertain
— Good
content,
plan
ahead,
don’t
blatantly
market,
keep
it
short
— Curate
exis6ng
videos
if
you
don’t
have
your
own
112
113. Engaging
with
YouTube
— Setup
a
branded
channel
using
your
colors
and
logo
— Allows
users
to
subscribe
to
your
content
and
the
op6on
to
search
just
your
uploaded
content
— Engage
With
the
YouTube
Community
— Check
out
other
videos,
favorite
appropriate
videos
and
make
suitable
YouTube
“friends.”
— Promote
your
videos
elsewhere
(blog,
FB,
etc.)
— Run
contests,
giveaways,
have
calls
to
ac6on
— Keep
your
channel
current
113
114. YouTube
— Op6mize
your
Channel
— Op6mize
your
Videos
114
152. Demographics
-‐
Facebook
— 86%
of
Facebook
users
are
age
25
and
older
— 81%
have
some
college
educa6on
or
bachelors/graduate
degree
— 58%
earn
$50,000
or
more
152
153. Demographics
-‐
Twi.er
— 81%
of
people
on
Twi.er
are
age
25
and
older
— 83%
have
some
college
educa6on
or
bachelors/graduate
degree
— 47%
earn
$50,000
or
more
153
154. Demographics
-‐
LinkedIn
— 96%
of
people
on
LinkedIn
are
age
25
and
older
— 87%
have
some
college
educa6on
or
bachelors/graduate
degree
— 71%
earn
$50,000
or
more
154
