1. Social Media 101
Ashley Northington
DENOR Brands & Public Relations

2. About Ashley Northington
Ashley Northington is determined to help people,
organizations and brands share their stories with the
world. She is an award-winning public relations
consultant, entrepreneur, writer and media
connoisseur. She is the founder and director of the
boutique public relations firm,
DENOR Brands & Public Relations.

3. Let’s Break the Ice!
One key to social media
success is to create a brief
social bio that is chokful of
industry-specific keywords
about your business.

4. We’re Breaking the Ice!
Step 1: Think of six keywords to describe what you do.
Step 2: Write those words down on your worksheet.
Step 3: Use those keywords to describe what you do in
business. You can use all keywords or not. Write down the
description.
Step 4: Take your new description to one person you don’t
know. Take turns telling each other your description.
Step 5: Take a selfie with your new friend.
Step 6: Post that selfie on Facebook or LinkedIn with hashtag:
#NBICSocialMedia101.

5. The Winner!
Today, three people will win an
hourlong Pick My Brain! Session
with me to discuss anything
related to public relations,
marketing, social media, or
branding.

6. Time to Win!
I’m going to announce a winner!
It could be YOU!

7. Why Are We Here?
We’re here to learn how to
leverage social media to
grow your business.

8. The Rundown
Class 1: Overview, Description & Selection
Class 2: LinkedIn
Class 3: Facebook
Class 4: Twitter
Class 5: Instagram & Pinterest
Class 6: Your Plan
Each class includes tipsheet + in-class actionables +
homework. Please bring your laptop or tablet to
class.

9. Let’s Get Social...
Face it. Social media isn’t going
anywhere. Small business owners must
embrace it to leverage their
connections, grow their business and
connect with their ideal clients.

10. The Facts
Consider these facts.

11. Leverage the Buzzwords
Using buzzwords, or keywords, on social media is
key to success.
These days, keywords are being punctuated by the
use of the poundsign. These new keyword-
poundsign combinations are now called
HASHTAGS.
Hashtags are a way for social media users to
tag their posts with keywords, which in turn make
them easier for social networks to organize and
users to search. Add hashtags to your post to
highlight keywords and important content.

12. Finding Hashtags
Use hastags.org or whatthetrend.com
or twubs.com to identify hashtags
relevant to your industry.

13. Using Hashtags
Using a hashtag in a social post is as simple as adding the ‘#’
sign before a single word or phrase without spaces or
punctuation (numbers are okay).
Don’t string too many words together with a single hashtag.
If you tweet or post with a hashtag on a public account,
anyone who does a search for that hashtag may find your
content.
Don’t #spam #with #hashtags. Don’t over-tag a single tweet.
Use hashtags only in posts relevant to the topic.
Create your own hashtag to promote a specific product, event
or service.

14. It’s action time!
Let’s post a comment about our
class using a hashtag relevant to
your industry and the hashtag
#NBICSocialMedia10 on either
Facebook or LinkedIn.
ASHLEYNORTHINGTON.COM

15. It’s All About Content
A picture is worth 1,000 words.
Wall posts with photos get a 39% higher interaction
rate.
Say it with a funny face.
Posts with emoticons get 52% higher interaction
rates.
Keep it short.
Posts with 80 characters or less receive 23% higher
interaction rates than longer posts.

16. It’s All About Content
Ask for what you want.
Posts that specifically ask for shares receive 7X
more shares.
Ask your audience a question.
Posts that contain questions generate a 92% higher
comment rate.
Caption it.
Posts that generate a “Caption this….” strategy
generate a 5.5X higher comment rate.

17. It’s action time!
Let’s use one of these content
engagement strategies on
Facebook or LinkedIn.
ASHLEYNORTHINGTON.COM

18. Time to Win!
I’m going to announce a winner!
It could be YOU!

19. About LinkedIn
What is it?
LinkedIn is the world’s largest professional network on the Internet with
more than 250 million members in over 200 countries and territories.
Why is it helpful?
Executives from all Fortune 500 companies are members. Platform gives
you an opportunity to locate your ideal clients and potential partners.
Best types of content?
Thoughtful posts relevant to your profession, along with articles, blogs and
news about industry events. Sales-related content is NOT advised.
Levers for success?
Making recommendations, endorsing your connections and asking for
recommendations. Real power is in groups.

20. About Facebook
What is it?
Facebook is the world’s largest social network.
Why is it helpful?
Nearly everyone uses it.
Best types of content?
Thoughtful posts relevant to your profession, along with articles, blogs and
news about industry events. Sales-related content is permissible, but not
engaging.
Levers for success?
Using hashtags and continuously posting engaging content. There are
multiple groups to join that will either connect you with potential partners
and your ideal client. There is a huge opportunity to listen and learn.

21. About Google+
What is it?
Social network for those who use Gmail.
Why is it helpful?
You can connect and share with the people you’re already
communicating with on your Gmail account.
Best types of content?
Thoughtful posts relevant to your profession, along with articles, blogs and
news about industry events. Sales-related content is permissible, but not
engaging.
Levers for success?
Using hashtags and continuously posting engaging content. There are
multiple groups to join that will either connect you with potential partners
and your ideal client.

22. About Twitter
What is it?
Social networking service that enables users to send and read short 140-
character messages called "tweets."
Why is it helpful?
23% of online adults use Twitter. This is a platform for service-based
entrepreneurs and industry experts & thought leaders.
Best types of content?
Short, thoughtful tweets relevant to your profession and interests, along
with articles, blogs and news about industry events. Sales-related content
is permissible, but not engaging.
Levers for success?
Continuously showcasing your expertise. Follow and jump in conversations
using hashtags.

23. About Instagram
What is it?
Social network that allows you to share your life and interests with friends
through a series of pictures.
Why is it helpful?
If your business thrives on aesthetics, this is a great platform to visually
tease potential partners and customers with your skills.
Best types of content?
Detailed images and short, 15-second videos that showcase your work.
Levers for success?
Using hashtags and continuously posting engaging content.

24. About Pinterest
What is it?
Virtual inspiration board that allows you to share your own content and
that of others through a series of “pins” and on various “boards.”
Why is it helpful?
Not only can you see what others are doing in your industry, you can
inspire others by posting your own content. Most users are women.
Best types of content?
Pictures, articles, recipes, how-tos that are relevant to your business along
with your own, original content.
Levers for success?
Using hashtags and other keywords in your description of each pin.
Connecting and re-pinning info from popular boards.

25. About YouTube
What is it?
Youtube is a video sharing social network.
Why is it helpful?
Nearly 80% of YouTube users are mail. It is helpful because it allows you to
tell a compelling story or narrative about your business or products or
expertise.
Best types of content?
Short videos that showcase your expertise or your products.
Levers for success?
Using hashtags and other keywords in your video description. It is a great
tool to market new products, display client testimonials and highlight case
studies and other success measures.

26. Finding Your Place
The key is to only engage in
networks that are relevant to
your industry or allow the best
opportunity for you to connect
with your ideal clients.

27. Create the Why
You should be able to give a solid answer to WHY
you or your brand is engaged on whatever
platforms you’ve chosen. You ought to be able to
create a why for each network. If you can’t, then
it’s time to move on.
You don’t need to use each and every one of
them. Some may not work for your business. Some
may be to burdensome for you to manage.

28. Questions to Consider
Is my target audience using this platform?
Are people engaging with me on this network?
Am I engaging others?
Is it relatively easy for me to be consistent?
Am I being consistent?
Can I create opportunities to highlight my
product or services?
Why am I using this network?

29. It’s action time!
Using the information we’ve
learned today, let’s decide on the
social networks you plan to use.
Write them on your worksheet.
ASHLEYNORTHINGTON.COM

30. Talk to Me
Let me know which social
networks you are going to
use. Tell me why.

31. Ask me anything.
Here’s your chance to ask me
anything you want to know about
what we learned today.
ASHLEYNORTHINGTON.COM

32. Time to WIN!
I’m going to announce a winner
by pulling a card from the bowl.
It could be YOU!

33. ASHLEYNORTHINGT
Ashley Northington
DENOR Brands & Public Relations
700 Craighead Street, Suite 107
Nashville, Tennessee 37204
Office: 1.855.809.6697
Email: info@denorbrands.com
Twitter & Facebook: @ashnorthington | @DENORPR
ashleynorthington.com | denorbrands.com