Particularly for small businesses, how would you determine which social platform is best? Is it necessary to be active in all of them, or would it be more appropriate to select the few that are reflective of the customer profile you'd like to reach? What are reasonable goals for investing the time and energy (and sometimes money) into establishing and executing a social medial plan? How can you find free resources to facilitate this effort? What should be considered when developing a plan? Once that plan is established, can you commit to it? This is a synopsis of concepts presented at the Connecting Women to Power Business Conference, courtesy of Wesley Enterprise, Inc.

1. Strategy for an Effective
Social Media Plan
Loosely based on a presentation by Michele Ruiz at the
Connecting Women to Power Business Conference
June 20, 2014
California State University, Dominguez Hills
All images released through CREATIVE COMMONS

2. Determine Your Social Platform of Choice
• LinkedIn is largest professional network
• Google+ offers an open platform
o Searchable on Google search engine
• Facebook is a closed platform
o Allows control for the level of exposure
I work at a biotech company
I like the biotech company I work for
I have a question about
telecommuting options
The biotech company I work for is
hoping to improve its search
rankings for career opportunities
This is a collection of pictures from
the latest charity benefit function
Watch a video of the biotech drug
manufacturing process
Let’s get together at the next
scientific congress

3. Establish Measurable Business Goals
Examples
• Attract ≥ 200 relevant LinkedIn
followers within 3 months
• Receive ≥ 5 inquiries for a
capabilities presentation over the
next 6 months
• Increase revenues by ≥ 10% within
12 months
A measure we already use will
increase / decrease number % by date
as people DO something
Revenues
Inquiries
Followers

4. Identify Available Resources
• Many tools are freely available, but require time and effort to implement
o http://blog.bufferapp.com/best-social-media-tools-for-small-business
o http://smallbiztrends.com/2013/11/linkedin-tools-for-business-list.html
o http://codecondo.com/facebook-tools-2014/
o http://blog.digitalinsights.in/twitter-tools-for-business-boost-your-
brand/0572587.html
o http://blog.digitalinsights.in/google-plus-tools-for-businesses/05144587.html

5. Develop a Social Media Plan
• What should be shared?
o Limit promotional tactics to < 20%
o Provide something of potential value to your network
• Leverage other people’s content
• Create new content
• How often should something be shared?
o Avoid spamming but frequent enough to keep the connection valuable
• When is the best time to post?
o Most social media interactions occur on Fridays, and 6pm–10pm PST
Su M Tu W Th F Sa
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6. Execution of the Social Media Plan
• Once frequency of social interaction is established, be consistent
o Note that inconsistency conveys a negative image

7. Synopsis Courtesy of Wesley Enterprise, Inc.
Content Solutions for Pharmaceuticals
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