1. SOCIAL MEDIA PLAYBOOK
The quick reference guide for the major social media platforms

2. THE STARTING LINEUP
1. Facebook 7. Ning
2. Twitter 8. foursquare
3. LinkedIn 9. bit.ly
4. YouTube
5. digg
6. delicious

3. FACEBOOK
A social networking site where people can add friends, send
messages, and build a profile

4. GOOD FOR:
• CustomerCommunication- Great for engaging
people who feel passionately about your brand
• Brand Exposure- Fan pages are great exposure
for a brand

5. OK FOR:
• Trafficto Your Site- Traffic is decent and on the rise
thanks to share buttons and counters, but don’t
expect massive numbers of unique visitors on your
site.
• You need to give them a reason to go to your site

6. BAD FOR:
• SEO- little to no value aside from blogs picking up
and featuring your posted links

7. IT CAN ALSO BE USED FOR:
• Market Research- You can search for groups and fan
pages that were formed around a shared interest
• Makes it possible to see how consumers interact
around this interest

8. USER INFORMATION
• 400 million users worldwide
• Fastest growing segment is 30+ year olds
• Average user becomes a fan of 4 pages per month

9. HOW TO USE IT
• Set up a user account
• Set up your personal profile page (takes less than 30 minutes)
• Can create fan pages and groups or join by searching or being
invited to join
• Can add applications to your fan page to increase interactivity and
to better show off the personality of your brand

10. TERMINOLOGY
• FanPage- A page created for a person, character, or
brand that allows fans of him/her/it to interact and
share content about him/her/it

11. TWITTER
A microblogging site that enables users to read and send
“tweets” (messages of 140 characters or less)

12. GOOD FOR:
• Customer Communication- Use keyword search
monitoring to see what people are saying about you
and your competitors
• Brand Exposure- Offers unique opportunities for Web
integration and to engage with customers in a viral way

13. OK FOR:
• Traffic
to Your Site- Potential can be large but
promotion is an art form
• SEO- Tweets
will rank high in search results but
shortened URLs are of little use

14. IT CAN ALSO BE USED FOR:
• MarketResearch- Can see trending topics and search
what people are saying about a certain topic

15. USER INFORMATION
• Most users are older adults
• 74% of users have <10 followers
• 49% of users came over in the celebrity rush
• Tweets are approaching 50 million per day

16. HOW TO USE IT
• Set up a profile (takes a minute)
• Download the application to your smart phone
• Search and follow others to receive their tweets
• Send tweets from your computer or your phone

17. TERMINOLOGY
• Tweet- A message
• ReTweet (RT@)- Posting someone else’s tweet while
giving them credit (paste their tweet after the @ sign)
• Hashtag (#)- Put it in front of words and the tweet
will show up in searches for that term

18. LINKEDIN
A social networking site for business professionals

19. GOOD FOR:
• Brand Exposure- Effective for personal branding and
demonstrating your organization’s professional prowess.
• Encourage employees to maintain complete profiles
to strengthen the team’s recognition

20. OK FOR:
• Customer Communication- Not the main focus, but it
is possible by answering industry-related questions,
establishing yourself as an expert in the field
• SEO- Almost guaranteed on the first page of search
results for your company or employees

21. BAD FOR:
• Traffic to Your Site- Not expected to drive a lot of
visits but those few visits are probably could be from
potential clients or customers
• Quality not quantity

22. IT CAN ALSO BE USED FOR:
• Networking- Can establish identities before a face-to-
face or after by following up
• Recruiting- A great place to find qualified candidates.
There are recruiting functions that will help find the
perfect candidates

23. USER INFORMATION
• 60 million registered users
• About half are in the U.S.
• 11% in Europe

24. HOW TO USE IT
• Set up a personal profile (takes around 20 minutes)
• Should be updated when necessary
• Invite contacts to join your network and be connections
• Join groups that are relevant to your industry
• To stay up to date on current trends and to meet new
contacts

25. TERMINOLOGY
• Connections- Professional contacts
• Answers- A place for professionals to ask questions
that anyone can answer

26. YOUTUBE
A video sharing website where users can share and upload new
videos

27. GOOD FOR:
• Customer Communication- A powerful channel to quickly engage your
customers, respond to complaints, and show your social media savvy
• Brand Exposure- One of the most powerful branding tools on the web, when
building your own channel promote via high traffic sites
• SEO- Very good for building links back to your site because videos rank high

28. OK FOR:
• Trafficto Your Site- Traffic goes to the videos so
put a hyperlink in the video description
• Traffic will not correlate closely with video views

29. USER INFORMATION
• Over 1 billion views per day
• Most of the videos are uploaded by individuals

30. HOW TO USE IT
• Set up a user profile (takes a few seconds)
• Set up a branded channel

31. TERMINOLOGY
• Spotlight Videos- Highlights premium channels to keep branded
channels happy
• Promoted (Sponsored) Videos- Part of Youtube’s search
advertising program
• Featured Videos- primarily filled by sponsors but does include
some user content

32. DIGG
A social news site where users can discover and share content

33. GOOD FOR:
• Brand Exposure- Huge opportunities for promoting press/blog coverage of your brand
• If your content is too ad-like they will kick you off the site
• Traffic to Your Site- Big opportunity, so be active in the community or find someone that is
• Consider launching an industry blog on a non-corporate Web domain to establish yourself as
a thought leader
• SEO- Even if your story doesn’t become popular then your page will still be indexed quickly
• This is one of the best sites to get linked to by bloggers if your story is popular

34. OK FOR:
• Customer Communication- An objective third-party
write-up as a PR effort, to counteract bad press or
customer sentiment, can be promoted

35. IT CAN ALSO BE USED FOR:
• Market Research- By seeing what’s popular in certain
categories a better idea of what drives the consumer,
with an interest in that category, can be attained

36. USER INFORMATION
• Top 100 most trafficked sites on the Internet

37. HOW TO USE IT
• Create a user profile (takes a few seconds)
• Search for news and videos in the “Upcoming” section
• Digg or bury news and video to vote them up or down
• Search the “Top 10” list for the most popular news and videos
• Can comment and build a network of friends to share content
with

38. TERMINOLOGY
• Digg- to vote up an article
• Bury- to vote down an article
• Upcoming Stories- a section for the most recently
posted articles

39. DELICIOUS
A social bookmarking site where users can share and store
bookmarked pages

40. GOOD FOR:
• SEO- Pretty much everything about the site helps:
• When your page is bookmarked it’s a direct link back to
your site
• When you’re on the front page or the big category tag
pages that trust will pass directly to your URL

41. OK FOR:
• Traffic to Your Site- informative, massive reference places
bookmarked for later use will drive some traffic to your site

42. BAD FOR:
• Customer Communication- You can see what people tag
with your brand name but communication is non-existent
• Brand Exposure- Not enough brand recognition unless you
want to be known for providing reference content for later
retrieval

43. IT CAN ALSO BE USED FOR:
• Market Research- can search keywords that other users have
tagged their bookmarks with to see what people with those
interests are looking at online
• Can be useful for identifying individual sites or
complementary interests you didn’t know existed

44. USER INFORMATION
•5 million users
• 150 million bookmarked URLs

45. HOW TO USE IT
• Create a user account (takes a minute)
• Bookmarksites by using the delicious button in
your bookmark bar
• Tag keywords that relate to the bookmarked site

46. TERMINOLOGY
• Tag- words used to describe the bookmarked URL
• They are searchable

47. NING
A website where you can create your own social network or
join others

48. IT CAN BE USED FOR:
• Branding- can create your own network that centers around the
interest the brand best identifies with
• Market Research- a lot less effort to join networks that are formed
around an interest that you are researching
• Can see how consumers interact around this interest with friends
and other enthusiasts

49. USER INFORMATION
• 40 million registered users
• 1.9 million networks

50. HOW TO USE IT
• Create an account (takes 5 minutes)
• Join
networks and interact (very similar features to
Facebook)
• Create
your own network (is a serious time
commitment)

51. TERMINOLOGY
• Create your own Ning- create your own network
• Other terms are very similar to Facebook

52. FOURSQUARE
A location-based social networking site, software for mobile
devices, and game

53. IT CAN BE USED FOR:
• Programs- by interacting with consumers in a real world setting
and simultaneously linking that with social interaction you are
creating an experience that is more memorable to the consumer
• Market Research- Limited, but by looking through different tips in
a given area you can see what interests those consumers

54. USER INFORMATION
• Over 500,000 users
• Received over 300,000 check-ins in a single day

55. HOW TO USE IT
• Set up an account online (takes a minute)
• Download the application to your smart phone
• Invite friends to be your friends on Foursquare (only people you want to share
your whereabouts and activity with)
• Use the app to search nearby locations and tips (your phone’s GPS automatically
establishes your location)

56. TERMINOLOGY
• Check-in- Literally checking-in at a location with the app on your
phone (tells your friends where you check-in)
• Tip- users can leave recommendations on what to do, what to order,
what to avoid, etc. for individual locations (can be searched by anyone
in the vicinity)
• Mayor- the user who has checked-in the most times at a location

57. BIT.LY
A website that allows you to shorten URLs and track the
number of clicks your new link receives

58. IT CAN BE USED FOR:
• Analytics- It will show you:
• how many people click on the links you post
• the time distribution of those clicks
• referrers of the link
• Therefore showing you what your most popular content is

59. HOW TO USE IT
• Set up an account (takes a minute)
• Copy any URL and paste it into the shortening bar on the website
• Click shorten and the new link with fewer characters will show up
• It links to the exact same place as the original
• Scroll down to see a history of the URLs you’ve shortened

60. REDPEG
MARKETING
APRIL 3, 2010
Follow me on:
Twitter @DerekWenzell
LinkedIn http://www.linkedin.com/in/
derekwenzell