Ultimate Social Media Marketing Toolkit for Business Results

Copyright PRWilson Media © 2017
Social Media Marketing Toolkit
For Business Results
May 2017

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8.3.11 Facebook Scheduling................................................................................................... 48
8.3.12 Facebook groups.......................................................................................................... 50
8.4 Creating and optimizing Twitter content.................................................................................... 51
8.4.1 Getting the best out of Twitter...................................................................................... 51
8.4.2 Getting the most out of each tweet .............................................................................. 52
8.4.3 Add images to Twitter................................................................................................... 52
8.4.4 Other tweet options ...................................................................................................... 52
8.4.5 Twitter video ................................................................................................................. 52
8.4.6 Replies, Likes and Retweets........................................................................................ 53
8.4.7 Join in the conversations - hashtags ........................................................................... 55
8.4.8 Telling the story – moments......................................................................................... 56
8.4.9 Private conversations – direct messaging ................................................................... 57
8.4.10 Scheduling content - Tweetdeck.................................................................................. 57
8.5 Hootsuite.................................................................................................................................... 58
8.5.1 Hootsuite essentials ..................................................................................................... 58
8.5.2 Hootsuite drafts and scheduling................................................................................... 59
8.5.3 Hootsuite extras - Hootlet............................................................................................. 60
9. Measure .................................................................................................................................... 61
9.1 Check notifications .................................................................................................................... 61
9.1.1 Facebook notifications.................................................................................................. 61
9.1.2 Twitter notifications....................................................................................................... 61
9.2 Reporting tools........................................................................................................................... 63
9.2.1 Facebook Insights ........................................................................................................ 63
9.2.2 Twitter analytics............................................................................................................ 64
10. Action Checklists .................................................................................................................... 65
10.1 Facebook ................................................................................................................................... 65
10.2 Twitter ........................................................................................................................................ 67
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2. Initial Assessment
2.1 Your vision
Let’s start by gazing into a positive future. Imagine if you will, it’s 6 months from now, and you’ve
achieved your ideal result by promoting your business on social media. Please outline your ideal
outcome(s)
Questions to consider Your Response
What does success look like for you?
• Have you raised the profile of your
business with more people talking about
you online?
• Have you generated more enquiries,
gained new clients?
• Have you reconnected with your existing
customers and been able to respond
quicker to their requests?
• Are you established locally, regionally or
even nationally as the go-to resource for
your product or service ?
The important thing is to start with the end in mind. Now you need to work backwards and go through
all of the key action points and stages that will lead you to achieving your goals.

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2.5 Website assessment:
Whether you are still planning a website, or already have one in place it’s important to consider how
you will make best use of your website.
You may or may not be familiar with the term Search Engine Optimization or SEO. It’s all about your
website being found at the top of search result listings. Google have made user experience the top
priority and also the relevance. If your content is out of date (you start that blog with good intentions but
time gets in the way then this will work against you.
The more content you put on to your website, the more traffic you can drive to it by linking from social
media. You need to decide how much time you will be able to dedicate a month to refreshing your
website. If you are not in a position to write regular content, make sure that the layout is simple, easy
to navigate and has all the key information on how to get in touch with you – those are the priority areas.
2.5.1 Website layout:
Do you already use social media platforms to
promote your website?
If the answer is yes, then make sure that the
social media links are easily visible from the
home page – recommendation is to put the
buttons linking to your platforms across the top of
the website.
• Have you tested the links working are up
to date, go to the right social media sites?
• Do your social media platforms link back
to your website?
User experience
• How many pages do you have?
• How many menu options are there?
• How easy is it to navigate around your
site?
Calls to action
• Do you promote an email sign up from the
website?
• Do you offer any free resources to
encourage sign ups?
Social media platforms may come and go but
getting supporters on an email list is a key
objective, as you have full ownership and control
of that list.

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Is there anyone within the team who has previous
experience of setting up social media for an
organization?
3. Social Media Marketing Framework - 6 steps to success
At this point if you are thinking of just taking the plunge and setting up social media accounts on the
main platforms – stop!
Even if you already have active and established social media accounts, it’s well worth stepping through
right from the planning stage onwards. Please follow this field proven 6 step blueprint for sustainable
Social Media Marketing success.
The steps are Plan, Listen, Prepare, Build, Engage and Measure.
All 6 stages are important and require focussed attention.
• Plan – Looks at identifying the target audience and the buyer persona of an “ideal” customer. It
also considers the best ways to address their needs and the best online media platforms to use
• Listen – examines what’s already being said out there in the market place – reviews and
mentions of your business, analysis of influencers, potential partners and competitors out there.
• Prepare covers the initial account set up and completion of profiles as well as checking the
consistency of the social media presence.
• Build looks at proactively finding and connecting with the people and groups who share common
interests, so you develop an audience that is relevant to you.
• Engage is all about the quality of the content and the ways in which you message out there in
the most effective way possible.
MeasureEngageBuildPrepareListenPlan

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4.2 The 3 Ms - Market, Message, Media
The 3 key elements are the 3 M’s - Market, Message and Media.
First you start with your Market and create your ideal customer profiles. Then you step into their shoes
and look at what matters to them, and make sure that your Messages stand out as something they
would want to get behind. Then you establish a community presence on the social Media platforms that
they use most frequently.
Too often businesses set up on social media platforms before they’ve given proper consideration to
who it is they are trying to reach and the key messages they want to communicate with those people.
This typically results in a scatter gun approach to using social media based more on the faint hope of
being discovered than on any clear strategy.
So let’s now help you build the foundations for your strategy.
4.2.1 Market - Target audience
Understanding your audience is the foundation of social media marketing success. It is virtually
impossible to get results if you are blindly posting without first knowing who your audience is, where to
find them, why they would want to follow you and how your organization can bring value to them.
Step back from the online world for a moment and think about your existing client base. Because
regardless of whether a prospect or client gets in touch with you via online media or face-to-face they
are still human beings. So even if you don’t actually have a social media presence at this point in time,
you definitely have your own social network. So start there. Think about who they are and what matters
to them.

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4.2.3 Media – where do you find your supporters online?
When it comes to selecting social media platforms the key is to focus on 1 or a maximum of 2 at any
one time, rather than trying to set up on multiple different ones.
Remember that you wherever you are seen, perhaps for the first time in some cases online that creates
a clear impression about your organization and what you represent. So if you are discovered on a social
media platform which has a half-finished or empty profile and no activity how will that reflect on you.
In this toolkit, our primary focus in terms of practical techniques will be based on using Facebook and
Twitter in combination as these platforms are by far and away the most commonly used platforms by
charities and their supporters
When it comes to doing business online, and indeed in terms of social media overall, by far and away
the biggest user community can be found on Facebook. At the time of writing there are well over 1.5
billion active Facebook accounts in used, which dwarfs the next biggest platform which is Instagram
(which also happens to be owned by Facebook.
The other main platform in terms of audience base and usage is Twitter. It’s also important to think
about the differences in how these social media platforms work, and give consideration how the people
engage with them. Twitter is more about in the moment, news as it happens, and has a strong base of
media and information outlets. Facebook provides people the opportunity to build their own virtual
“backyard” made up primarily of friends and family. Businesses should always be mindful that their
messages on Facebook are in some ways disruptive to people who are on there primarily to keep in
touch with who matters to them. Facebook the biggest platform of them all, can still feel to the individual
user like their own personal neighbourhood.
LinkedIn is great for furthering your professional network. Instagram and Pinterest are much more about
the visuals. The rise and rise of video shows no signs of diminishing as Facebook are now a very strong
competitor to YouTube channel.

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5. Listen
Having identified the strategic direction and the target market place in the planning stage, it is essential
to carry out research to better understand how best to serve that audience
One of the most important reasons for being active on social media is that your customers, competitors
and partners already are. They can provide social media inspiration, not only through the content that
they share but in the way that they phrase their messages. Learn their habits, when they share and
why.
It’s time to do your research. Even before you post a single piece of content, you should set the time
aside to go and see what’s already out there.
What is the first result that comes up on google
when you search for your company name?
Is your business featured in any news articles or
publications?
Did any of the results surprise you?
Did you find any directory listings about you?
Are they up to date?

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5.2 Identify influencers
5.2.1 Who are they?
Particularly if you are starting from absolutely ground zero, the Listen stage also presents an ideal
opportunity to identify who the key influencers are out there in your community or in your sector in
general and learn from them. One of the most effective ways to grow your presence is to partner with
influencers who already have an audience that aligns with the people you want to reach out to. In other
words, why reinvent the wheel?
Instead of having to build a community from scratch, through effective collaboration you can leverage
well established social networks to get your message seen by the right people.
Even if it’s an organization who you would consider to be in direct competition with the people you are
trying to reach, there is much that you can learn from their online presence, and there are always
opportunities to work together for a common interest.
So spend the time to research what your supporters and competitors are saying, and to become familiar
with who the key influencers are that you could reach out to.
5.2.2 Who are they connected to?
Note this section assumes you have access to accounts on Facebook and or Twitter if not first to
Prepare
The next logical step is to take a look at who they are connected with. Follow the trail, look at the
followers / people who follow their page –, see if there are any people you may also know. Here’s a
short video on how to follow the trail of influencers on Twitter. In this way instead of casting your net
wide to anyone who happens upon you, you are able to see who the key players are, who you should
look to build relationships and strategic alliances with.
5.3 Gather feedback
If you do already have an existing social media presence this presents another excellent listening
opportunity for you. Feedback. Ask questions of your supporters, more importantly ask for their advice.
People love to feel involved, and being asked to contribute. They appreciate having their input valued.
You could even use a free platform such as survey monkey to gather essential information. . Check out
this short video on how survey monkey works.
Ask them how would they like to be kept
informed?
What’s important?
What really matters to them?
What they struggling with / what do they find
challenging?
Unlike virtually any other form of online communication, social media offers a fantastic way to get
establish 2 way communications. And by actively engaging your most loyal customers greatly increases
the chances of them spreading your message to their own audiences.

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6.2 Social media current status
Now let’s consider your social media presence.
Your existing social media sites
• Have you already created social
media accounts?
• Are these still active?
• Are you able to access them – do you
have the right login information?
6.2.1 Reactivate or close down dormant accounts
It is possible that you currently have social media accounts out there representing your organization
that you do not have access to. Here’s a video on closing down a Facebook personal profile and one
on closing down a Facebook page.
This could be because the person or persons who set them up is for whatever reason no longer with
your organization, or you simply don’t have access to the email address associated with them.
In these circumstances your only viable course of action is to contact Twitter or Facebook help to ask
them to remove the accounts. This can be a time consuming process with no guarantee that you will
get the result you want.
It underlines the importance of ensuring that you have a communications team so that more than 1
person at any given time has access to your social media accounts. At least with dormant web pages
after a period of time the domain will expire, so it will be removed from searches.
If on the other hand you do have access to the email addresses associated with the accounts in
question, then you need to do a forgot password request at the sign in, go to your email account and
follow the instructions to reset the password to be able to resume access.
In some cases you may even discover you have more than one account.
In the case of Facebook it’s possible that a page is already out there that has been auto generated by
Facebook based on the information provided to it by its user community. In order to be able to gain
ownership of such pages you need to request access – first you need to prove that you are the rightful
owners – typically this is done by providing Facebook with a publicly published contact number for the
organization. They will phone with a validation code and you can claim ownership.
If the page has a number of likes you may be able to merge it with your main page. Make sure you
trigger the merge from the smaller page first.

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6.4 Create accounts
6.4.1 Facebook
If no one within your team has a Facebook personal profile already then this video will guide you through
the process of setting up a personal Facebook profile from scratch
Make sure your privacy is protected.
6.4.2 Twitter
If you don’t yet have a separate twitter account to represent your organization this video will step you
through how to create a twitter account

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7. Build
“Build it and they will come.” We’ve all heard it.
The stark reality is that when it comes to improving the visibility of your business on social media you
really do have to put the groundwork in to make sure you are seen. Simply posting content (no matter
how great it is) just isn’t enough. You need to proactively find and connect with the target audience you
identified in the planning stage
In this section we’ll explore the core techniques that will help you reach your target audience and get
results. Word of mouth, search, invites, lists, and targeted advertising campaigns.
7.1 Word of mouth
Alongside your initial online efforts, it’s equally important to make your supporters aware that you now
have an organizational Twitter account and a Facebook page. You can let them know face-to-face, print
it on fliers, you could add your Facebook page and Twitter links to your email signatures, and you could
certainly send out a message to all of your contacts to tell them that the page is there. Make sure that
you also take the opportunity to encourage them to let their own network know on your behalf.
7.2 Search
If you are starting out from scratch with no followers the best way to get started is to go and look up
companies and people you already know and then connect with them
Basically every social media platform is primarily focused in growing its user base, so when you ran the
set up programs you will have undoubtedly been prompted to go and search through your email list to
invite people you know. However tempting this may seem as an option, in reality it often results in you
disrupting your contacts and even if they do accept , are the people you know as friends actually the
people you want to be part of your business audience. So always skip those steps. From the outset you
need to be clear on who it is you are trying to attract and focus on finding those quality connections that
will be far more likely to engage and continue to follow your updates for the longer term.
7.2.1 Facebook
Use the search toolbar to discover people, pages and groups in your local area who have an established
audience that would likely be interested in your project. Amongst the results you can see the most
popular posts about the topic by your friends and you can narrow down your search by location.
A simple and easy way to kick start your Facebook page following is to use the page option to invite
friends to like your page.
7.2.2 Twitter
When you run a search in Twitter you see the top results, the latest results any accounts associated
with the search topic. To further narrow down the search you can click on see more and select advanced
search. Twitter search includes the ability to save searches

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7.5 Twitter lists
On Twitter, not only do you have an excellent search facility, you have the added bonus of using lists
to help you find relevant and quality followers.
Twitter accounts create lists in order to filter their followers into manageable groupings. If you follow
100s or even 1000s of accounts it’s almost impossible to trawl through the newsfeed and pick out the
best content.
So they create lists, which can be either public or private and add accounts to watch to those lists. Best
of all , especially for anyone new to twitter, if you go to the profiles of pages who have created public
lists, not only can you see their lists (such as lists of local businesses, media outlets, charities etc) and
all the members in them, you can also see what lists they’ve been added to by other accounts. This
can really help you identify very specific groups of people who closely match your ideal follower profile.
All you need to do is click on the list, click on the members and follow all of those accounts that you
haven’t yet followed. Typically 10-20% will follow you back within 48 hours. So if you follow 100 relevant
accounts in a list, you could end up with 20 new followers, for 10 minutes work.
That may not sound a lot but think of all of the followers of those 20 , some of their followers could in
turn have 1000s of followers, which means your potential audience reach when people Retweet (share)
your content could be much greater. In this way, without incurring any advertising costs, it’s perfectly
possible to build a quality and relevant audience by 300-500 followers a month for just a few minutes a
day effort. You can actually follow up to 1000 accounts a day, however especially in the early days
when you have yet to start tweeting and establishing a presence, stick to maybe 10-20 follows at a time,
because there is a slight risk that your account may be suspended for suspicious or spam like
behaviour.
Important note – although Lists allow you to see who’s currently active in a list you can’t tweet only to
the people in a list, tweets are visible to everyone who follows your account.

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8.2 Website content
But as always we need to make sure we cater for everyone’s comfort levels, so we’ll begin with the
absolute basic mechanics of posting content.
Articles written on websites are also known as Blogs.
In order to be able to post content to your website, you will first need to have a login with the access
rights to be able to publish on your website. As has already been recommended, a wordpress site ,
whether that be the free wordpress hosted platform or a fully fledged hosted website, is by far the
easiest platform for sharing content. Other free blog sites you might already have a presence on or
may want to consider include blogger (powered by google) and tumblr.
So you sit there with a blank page wondering what to write. The good news is, rather than having to
write and then publish straight away, you have the option to first save the post as a draft
Keep the articles concise and to the point – 250-350 words would be about right. Most importantly take
a moment to come up with a really engaging headline – one that is more likely to entice the reader to
click on the link to find out more. It’s also important to add visuals. As we’ll see when we look at social
media posting, emotions play a key role in getting people to take actions on social media and images
play a huge part in that process.

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Before you begin, make sure you have access to some quality images that will really drive home the
message of your posts. Store them in an easily accessible folder on your computer or even better a
shared documents service on the internet
Here’s a video on posting onto your Facebook page.
To write your first post with a picture included, click in the post window. Notice the camera icon. Type
in your post but this time before you hit publish click on the camera icon, browse to picture and select
open. Now the picture appears.
Finally in this basics section try adding a link –either to your own article or to any relevant web page.
Cut and paste.
Click In the “what’s on your mind” window – notice the button changes from post to Publish with a drop
down arrow next to it. You now have up to 2000 characters available to input your message.
Research has shown that no more than 50 words should be posted – anything longer and it may well
be seen as too much effort to read through by those seeing the content in their newsfeed.
8.3.2 Getting content seen
The basic mechanics are as follows. Every time you post as your page, anyone who has “liked” your
page may be able to see your new update in what’s called their “newsfeed”. The reason I quite clearly
say “may” is that Facebook essentially holds all the cards when it comes to determining who sees what
in their newsfeed. It applies a special programme of rules the Facebook algorithm and determines what
to show and who to show it to in order of priority. Priority number 1 is to show content that comes from
close friends and family to a Facebook user. Priority number 2 remembering that it is a commercial
operation is to show targeted advertising content typically in the form of sponsored posts which have

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8.3.4 Facebook video
Using images has long been understood to be the best way to maximize the reach of your posts.
However, since Facebook introduced the ability to upload video direct to your Facebook pages, video
has now taken over as the most effective and popular type of post. Facebook are now competing very
closely with YouTube as a market leading video platform and are constantly introducing new features.
If you have a promotional video that clearly represents what your organization is all about and the work
that it does, then you can now feature a video on your page so that it’s prominently visible to any new
and existing page visitors. You can even create a playlist of the videos you have uploaded to your page
to help you visitors understand what you are all about.
8.3.5 Facebook Live video
With the ever growing use of mobile devices to access social media, the introduction of Facebook live
video has made an even greater impact. As the name would suggest these are videos that are recorded
live and streamed straight to your Facebook page. It’s very simple to go live from any mobile device
providing there is WIFI / 4G broadband available from that location. Here’s a short video to demonstrate
how Facebook Live video works and how you can practice your techniques. Once you have run the live
broadcast, you can also choose to post the recording to the page. While you are broadcasting, you are
able to see comments and likes from the people tuning in, and even for those watching at a later time,
the comments will appear at the time they were left on the video. Short 1-5 minute in the moment
updates from interesting events or behind the scenes insights work very well.
8.3.6 Facebook events
Facebook events feature allows you to publicize upcoming promotions and events to your audience
ahead of time. Your audience can let you know that they plan to attend and you can post directly into
the event group to keep everyone informed on the latest updates. Be aware whilst you can invite your
Facebook friends to the page, you can’t simply invite the people who’ve liked your page. You might also
want to look at using a specialist event management application such as eventbrite which allows you
to capture email registrations of those planning to attend, has built in payment options and integrates
with Facebook.

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respond to your posts at the very least like the comments, but ideally you should take the time to reply
to your comments.
To help you with managing your Facebook page or Pages , rather than just use the standard Facebook
app, you can use Facebook pages manager from your mobile. This is particularly useful when it comes
to checking messages. The standard Facebook app may let you know you’ve received messages but
you may not be able to view them from the app. Pages manager makes it easy to switch between, and
you can also manage and monitor any drafts and scheduled content
If you want to engage with other pages, a best practice to get their attention. post a message on the
wall (which would appear in the small area on the right hand side) and then to directly message the
team to let them know. Avoid anything that could be classed as “spammy” behaviour.

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8.4.2 Getting the most out of each tweet
Let’s go back to the absolute basics. To see updates from other accounts you click follow. In the same
way anyone who follows you is able to see your updates in their newsfeed. Because you follow each
other you have the ability to send private messages to each other. So let’s look at how to structure your
messages or posts. When you are ready to send a message click on the “tweet” button (looks like a
quill pen. As you type in, it will count down the number of available characters you have remaining. You
have 140 characters – if you go past 140 it won’t let you send the tweet until you reduce it to within 140
characters. If you were just to type in a tweet as a text message you would have the full 140 characters
available.
If you add a website link that typically takes up about 20 characters of your allowed tweet space. Best
practice is actually to add the link in the middle – seems it’s more likely to be clicked.
Consider adding a call to action to your tweet if you think that the tweet’s contents would be beneficial
to others outside of your current following. The best practice is to add this to the first part of the tweet –
either starting with Please Retweet or shortened version PLS RT is also acceptable and saves on
character space.
8.4.3 Add images to Twitter
Twitter images really stand out strongly in the newsfeeds. If you want to add a photo (or even multiple
photos) just click on the camera icon, select a picture. The good news is these pictures take up no
character space.
8.4.4 Other tweet options
Other tweet options include – add a location – (not typically recommended for personal accounts but
may be useful to show where your business account is tweeting from. You can add a poll - where you
can ask a question of your audience and add answer options. Polls are active for 24 hours from the
date they are created and can be a great way not only to gather instant feedback but to show your wider
audience your results.
Click on the GIF button allows you to express a whole range of emotional states represented by these
2-3 second video clips. These are all freely accessible both from your mobile phone or your desktop.
8.4.5 Twitter video
You can also upload a video directly into twitter. No more than 1 minute of content is permitted.
Alternatively just as with Facebook Twitter has a go live option available . This uses it’s periscope
service – video contented uploaded is broadcast as live and can attract new audiences – people can
“heart” or “Like” the video as it playsThis document is a partial preview. Full document download can be found on Flevy:

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8.4.7 Join in the conversations - hashtags
Although you can reply one to one on Twitter and you can mention others in a tweet Twitter doesn’t
have public groups which you can join with to further the conversation. However there is a way to group
conversations together around a particular topic. It’s time to consider hashtags.
Typically whenever you mention hashtags to anyone unfamiliar with the workings of Twitter, you will get
puzzled looks. On the face of it , hashtags seem like just another confusing aspect of Twitter speak
alongside tweets and retweets and mentions.
But in reality hashtags when used effectively can be a useful way to generate more engagement and
more relevant connections. Basically anything after the # character, and it must have no spaces can be
used as a hashtag. Other accounts can search for the hashtag and see all the other conversations
about that topic. Switch on any popular TV show and you’ll likely see the hashtag being promoted
#xfactor #strictly #bbcqt are prime examples As an organization looking to connect with other local
businesses and community organizations look out for hashtag hours. Basically on any given day there
are #hours running. For example #lincshour runs from 8-9pm every Monday evening, and is set up to
help businesses and community organizations support each other. Any one using that hashtag in their
tweets during that hour will have an opportunity for their tweets to be seen and in some cases retweeted
You can often find lists of accounts who use that hashtag and follow them on Twitter. This also works
very well when you are attending events or conferences. The event host will typically let you know the
hashtag for the day, and you can search for that hashtag and find and follow everyone that is using it.
In this way, you stay in touch with highly relevant people even after the event, giving you the opportunity
to follow up.
You are also able to create your own hashtags to support your own branding and campaigns. And you
can then let your supporters know to use that hashtag. A good practice is to offer to Retweet messages
who use that particular hashtag, so that your supporters will be encouraged that their message is being
spread wider. Although it may seem tempting to add multiple hashtags to tweets to try and get seen in
front of many different accounts using talking about those various topics, best practice is to stick to one
or a maximum of two in any given tweet.
Throughout a week there are some well-established hashtags that you should be aware of and use
where appropriate. If you want to give shout outs to accounts that you recommend you could use
#FollowFriday or #FF at the start of a tweet and then mention the account(s) you recommend with the
@name of the account. Again long lists of 8-10 accounts to #FF are not as effective as a well-crafted
tweet about 1 or 2 accounts that you genuinely appreciate. Make sure you include key influencers and
your most loyal supporters in such tweets.
You can always see what topics are trending on Twitter at any given time of the day. Topics can be
hashtags or even just individual words. The top 10 will be visible from your home page, and you can
change it from Worldwide, to UK wide, to specific towns local to you. There are also third party software
tools such as trendsmap which as the name suggests also allows you to get a visual map view of where
the topics are most active.

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8.5 Hootsuite
So you have lots to keep on top of across your Facebook and Twitter. Rather than just logging in
individually to each platform to check on progress , wouldn’t it be useful to be able to monitor all of your
social media accounts from a single dashboard. More than that wouldn’t it be great if you could schedule
content to go out at the optimum times of the day for your audience from one place. If you are confident
with the workings of creating and posting content on social media platforms would highly recommend
you look at using Hootsuite. Now if it’s just scheduling content to go out at regular intervals, a much
simpler and again free software is buffer. But the benefit of using Hootsuite is that it offers much more
comprehensive monitoring tools (which we can cover in more detail in the final measure section)
8.5.1 Hootsuite essentials
So if you are brand new to Hootsuite here’s what you need to know.
When you sign up , although you can choose to connect using your Facebook or Twitter sign ins would
recommend that you register your email address. Make sure you select the free version. Next you need
to add the social networks that you want to be able to access and schedule to from Hootsuite. Then
you need to set up the dashboard. You do this by adding what’s called streams. These vary depending
on which social media platform you select. This is what you choose to monitor via Hootsuite. The key
recommendation is to keep it simple – start with adding one or two streams – for twitter would
recommend to monitor mentions and schedule.
Now it’s time to look at posting your content and the options around saving as draft and scheduling in
advance. Click anywhere in the message window at the top. Next you select which social media platform
you want to post to. Depending on which one you select, determines how many characters you are
given for the post. Although it may seem tempting to try and post to more than 1 social media platform
at the time, best practice is to have a different posting routine for each platform.

Page 61 of 67
9. Measure
9.1 Check notifications
At the simplest level, the first good practice to develop is to know how to check for notifications about
activity on your social media networks.
Both Twitter and Facebook automatically by default send email messages to let you know about new
activity and interactions. While this may seem useful initially the reality is that once you get more active
on social media the number of notification emails quickly becomes unmanageable. Particularly if you
use the main email address you use for work communications then this can become a disruption. The
good news is, it’s very simple right from the outset to adjust the settings to limit or even remove email
notifications.
9.1.1 Facebook notifications
On Facebook, it’s done on the basis of your personal profile. So you need to go to your individual
settings and click on notifications and you can select what you receive. You can separately choose to
set individual notifications for the pages and groups you manage, but my recommendation would be to
restrict these as much as possible, and then if you find you need to enable you can allow other
permissions. Using the app Facebook pages manager from your mobile phone makes it easy to keep
a check on the main interactions on a regular basis. Would suggest a twice daily checking routine a few
minutes in the am and pm to see who’s been in touch. You can also see notifications (the earth symbol
in the top right) and the red numbers will let you know if there are any updates you haven’t yet checked
out.
9.1.2 Twitter notifications
On Twitter you need to go to the settings menu and then click first on email notifications. The first time
you check this you’ll see that there are a wide variety of behaviours that you can receive an email for –
including every time someone follows you, every time you receive a direct message (often get that
automatically when you get a new follower so could receive 2x emails) every time you are mentioned.
As you build your audience again you will quickly generate multiple notification emails. My
recommendation is to simply click to disable notifications. If there are any that you’d like to keep an eye
on you can always add them back in later.

Page 64 of 67
Notification checks should be made ideally at least twice per day, whereas analytics should be done
ideally weekly but at the very minimum monthly. The most critical aspect to measure is to understand
what actions your users have taken with the content presented to them over social media. Have they
clicked on a link, have they signed up for your email list, have they shared, have they taken part in the
discussions. Calls to action should be included in some way in virtually every post. You are serving your
community better by keeping them involved and eager to see more from you.
9.2.2 Twitter analytics
So for a long time twitter didn’t have any native built in analytical tools. That’s one of the reasons why
there are so many 3rd
party applications out there that can help you measure reach and engagement
on twitter. One of the best of these is Tweet Reach – which you can register an email for free. It can
show you the last 100 tweets either from an account or that used a particular hashtag and see how far
the tweets reached in terms of accounts reached and impressions (number of times potentially seen)
and you can even save a report as a PDF.
If you have a brand new account, performance tracking isn’t automatically available. Assuming you’ve
got your profile fully set up and have been active for a month or so, by going to ads.twitter.com as if you
are going to set up an advertising account , you can switch on analytics. Just click on tweet activity and
next time you login you should be able to see. By default you see the last 28 days of activity as the first
view. The menu option should now appear under your profile picture analytics. It will also show how
you performed compared to the previous period in terms of number of tweets, mentions, followers and
impressions (audience reach) Note that impressions basically means accounts that were active on
twitter on the time and therefore could have seen the tweet in the newsfeed. There’s no guarantee that
they actually did see it.
By clicking on the blue text View Tweet activity you can see how each individual tweet has performed.
Choose between top tweets to see your best performing content, and then tweets which appear in the
order of most recent first. The 4 measurements listed down the right hand side are the most important
of everything you see in twitter analytics. These are the 4 engagement measures – Retweets replies,
mentions and link clicks. Don’t expect to see high percentages – typically the range will be 0.5 – 2%.
This gives you the real picture of your twitter performance. When you think about how many people are
tweeting
In terms of your past tweets, you can go back to any period of up to 90 days. Clearly this won’t be the
case for a new account, but it’s possible you’ve been running a twitter account for a period of time and
weren’t aware that you could switch on analytics – typically the data will be there to go back in time and
look at.
Unfortunately at this time there’s no simple way to convert the twitter analytics into a manageable report.
You can export some of the key data but that would be in .csv form rather than graphically represented.
Best option is to use something like the windows snipping tool that enables you to cut and paste key
data into a word document.
When you are on a mobile device you can also check on performance of each tweet you send just by
clicking on the 3 bars next to the tweet. You can’t access the full twitter analytics from the mobile app
at this time (you’d have to switch to the desktop version and zoom in)

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10.2 Twitter
Action Key Steps Resources Status
Complete Twitter Profile Add cover photo and picture Video: How to set up
your Twitter Profile
Photo sizing guide
Describe Business Benefits in Bio
Add location and website details
Pin a Tweet to Profile Select Tweet to Pin Video: How to pin a
tweet.
Click on ... (more)
Select Pin to Top
Twitter search Search for keywords or # in search bar How to find leads with
search
Select More Options – Advanced search
Search by location and questions
Create and Use Lists Click on account logo - Lists How to use Twitter
lists
Create new list (Private / Public)
Find Public Lists (subscribed to /member of)
Follow key members - build target audience
Managing Follower Growth Login to Manage Flitter How to use
manageflitter to
manage followers
Select Unfollow
Change Follow order – unfollow oldest first
Using Hashtags effectively Search hashtags to find conversations to join What are Hashtags?
use Hashtagify.meUse Hashtagify.me to find relevant hashtags
Tracking Location of
Followers
Use Tweepsmap to view follower locations How to see follower
locations with
Tweepsmap
Change view from Country to City
Measuring influence online Get your influence rating from Klout.com Track Twitter stats
with Twitter Counter
Get your Klout score
Use Twitter Counter.com to track status
Track ratings of other accounts
Analysing results Go to ads.twitter.com – Tweet activity How to set up Twitter
Analytics
Access analytics from your profile
Monitor engagement and audience reach
Scheduling and Managing
Content
Set up a Hootsuite account Using Hootsuite
How to schedule
tweets to save time
Schedule content
Remember to save drafts

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