How to Use Social Media in Business

Housekeeping
• Introduction
• Bathrooms
• Daily Schedule
• General

Definition of Social Media
social media
noun
noun: social media; plural noun: social medias
websites and applications that enable users to
create and share content or to participate in
social networking.

Social Media
Today
• Part of lifestyle
• All ages
• Part of business
• All consuming
• Cannot be ignored

Responsible
Use of
Social
Media

Is social media taking over our lives?

Personal Responsibility
• Assume that EVERYONE has access to your profiles
• Use discretion with pictures and content
• Assume that others will use your content for harm
• Assume that there ARE predators
• You are responsible for inappropriate content

Corporate Responsibility
• Privacy policy
• SM Manager to monitor and moderate
• Best practice
• Copyright issues
• Branding
• Crisis communication plan
• Code of conduct for staff

Employees using social media for
official purposes:
• Official use only
• Clearly defined message
• Legal, ethical and respectful
• Beware of online communication activities, which
could bring the company into disrepute
• No personal details
• No confidential info
• Accuracy
• All statements to media to be approved

Guidelines for employees using social
media for non-business purposes:
• Equipment and site use
• Electronic communications policy
• Confidentiality
• No company logos on personal profile
• No company rants on personal profile
• Personal privacy settings
• Code of conduct

Dangers
http://carteblanche.dstv.com/story/Dont-Blame-
Social-Media-2013-12-15

Public Responsibility
• POPI - The Protection Of Personal Information bill was passed
into law late 2013 - POPI's purpose in life is to limit, control,
and legislate the use of your personal information by others.
POPI exists to protect you from spammers, telemarketers,
junk-mailers, and identity thieves. POPI protects your privacy
and personal security. Information is the raw material of our
age and criminal activity that surrounds it is scary. Your
personal information can be sold, stolen, used, misused,
altered, and resold compromising your individual privacy and
security.

• Disclaimers - Twitter disclaimers won’t save you when
questionable social media use gets you in hot water at work.
It doesn’t have any legal effect. It wont prevent your
employer from firing you if you say something that reflects
badly, and it wont prevent people from associating your
views with your employer. By tweeting or retweeting, you
are disseminating information and there are legal liabilities
and risks. If any of your conduct, online and off, is deemed
harmful to your company’s brand or reputation, you can be
fired.

• Stick to company policies/privacy policies, etc.

Setting up a Business Page
• http://www.facebook.com
• https://www.facebook.com/pages/create.php

Navigating around the platform

Marketing tips
What is Facebook?
Facebook is a popular social networking site that allows you to
make connections, share interests and join groups. It is the
largest social networking site in the world with over 1 billion
users, 70% of which are outside of the United States. The
average user has approximately 130 Friends on their page.
Facebook can be an effective tool for connecting people. Like
most social media tools, we can use Facebook to expand our
online footprint and engage with customers directly.

Marketing tips
Facebook for Business
Facebook is a key player in the social media industry. It is a
powerful platform for word-of-mouth marketing. Business
Pages are great as they display in global search results, which is
why you need to write these pages according to the principles
of keyword rich Web writing.
Other users become fans (through the “like” button) of the site,
an action that is announced to their friends via the Updates
news feed, and allows them to receive updates from the page’s
administrators. This should lead to new clients and projects. The
new algorithms have made this much more difficult.

Marketing tips
3 Page Types:
- Personal Profiles – for individuals
- Groups – for groups
- Pages – for businesses or organizations

Marketing tips
Business Goals for Using Facebook:
- To get found by people who are searching for your products or
services
- To connect and engage with current and potential clients
- To create a community around your business
- To promote other content you may create such as blog
articles

Marketing tips
Write a Strategy
Write a marketing strategy for your Business Page. Consider
what you want to do with it, what media you want to use and
how you want to use it. Write down the outcomes you desire
and then make sure to measure your achievements and tweak
and revise your targets. Use web-writing techniques (headlines
and keywords).
Fill out your Facebook Page with relevant information about
your business, website URL’s etc. Have some photos and
relevant videos, some articles, and a logo.

Marketing tips
Monitoring Social Media
An important part of social media for business is to understand
what conversations are happening online related to your
industry. FB Insights are a great monitoring tool.

Marketing tips
Differences between Business Pages and Personal Profiles:
- Pages allow you to allocate multiple administrators, so that
you can have different people managing the account.
- Pages are public and will rank in Facebook and public search
results.
- Pages are split into different categories (local businesses,
brands, musicians) that help you get listed in more relevant
search results.
- Personal profiles have friends, which require mutual
acceptance, whereas anyone can become a fan of your Page
without first going through administrator approval.
- Pages give better posting options

Marketing tips
Facebook Business Page Mistakes:
- Profile Instead of a Page
- Not Promoting Your Content on FB
- Use the Privacy Controls
- Posting a child's name
- Mentioning Absence from Home- Unsupervised Use of
- Facebook for Young Children

Marketing tips
How to Promote a Page
- Create an engaging Page
- Use the news feed
- Draw on your existing network
- Make your Page publicly searchable
- People Like to Get Something for Nothing
- Promoted pages and promoted posts

Marketing tips
- Expand your reach by making friends and find your existing
connections
- Share links to blog content on Facebook and link your FB
page to Twitter.
- Add FB “like” buttons to every blog article
- Network through groups
- Answer questions
- Be interactive, fun and helpful.
- Post regular and relevant updates
- Be original and of value and friends will pass on your posts
- Make the words count.
- NEVER use swearing and be careful of what you say.

Marketing tips
Person or Page?
The page can function as a person on Facebook because people
wanted the ability to function as the page, not as the
administrator of the page.

Marketing tips
How Often Should You Post on Your Wall?
Posting on the weekend and in the mornings and evenings is
best for getting engagement for your page.
Don’t saturate your audience. There are different opinions,
ranging from 2 times a day to 5 times a day. Look at your
insights.
In terms of the types of content, it varies depending on what
you’re doing, and it is best to experiment with different types,
including videos, blog articles, and questions. Try different types
of content. One of the most popular topics on Facebook is
Facebook itself.
.

Marketing tips
What Is the Best Way to Grow Followers?
You need to have something that makes your page stand out.
Good content that people want to engage with. Add a call to
action to every blog post, to every piece of content that you
create, by inviting people to share it on Facebook or “like” it.
Followers on average use Facebook multiple times a day or at
least once a day. The average user has 130 friends. The average
follower has 310 friends.
Facebook-embeddable widgets can be found at
http://developers.facebook.com/docs/guides/web/#plugins
.

Marketing tips
Experiment on Facebook
Facebook changes all the time, and people are slow to adopt
new things. So, if you're the first one out there, you have the
opportunity to get a leg up against other people.
Subscribe to social media sites and stay up to date. Read and
play.
Help for Facebook Page
http://www.facebook.com/help/?page=904
.

Posting content
• Status updates
• Questions, events,
special offers
• Highights
• Pin to top
• Tagging
• Working with albums
• Scheduling
• Hashtags

Integrating your account with Twitter
• https://www.facebook.com/twitter/

Latest Facebook changes
• New single post timeline
• Drop down tabs
• Info on the RHS
• Less posts being shared due to new algorithms

Navigating the platform
• Home
• Dashboard
• Profile
• People
• Photos
• What’s Hot
• Communities
• Events
• Hangouts
• Pages
• Local
• Settings

• All
• Following
• Customers
• VIP’s
• Team Members
• More – Stream layout
• Notifications
• Share
• Search

Marketing tips
• Share lots of photos
• At http://www.gplus.to/ you can create a custom URL
• Create a catchy mini bio
• Engage with your audience
• Use the +1’s
• Participate in Google Hangouts
• Commenting and re- sharing seems to happen at a higher
rate, so join in
• Be active in communities
• Ask questions
• Every Google+ post is a unique URL. Cross-promote them on
Twitter, Facebook, Pinterest, even email.

Marketing tips
• Create a Google+ badge
https://developers.google.com/+/plugins/badge/config
• Use keywords for the search engines
• Mention people and pages that you are following by typing
their name after an @ symbol
• Add hashtags to your Google+ updates to help them receive
wider exposure
• Be patient
• https://blog.kissmetrics.com/2013-google-plus-guide/

• Home
• Videos - uploaded
• Playlists
• Channels – that you follow
• Discussion – share your thoughts (updates)
• About - bio

• Subscribers
• Views
• Video Manager
• Setting
• Discussion – share your thoughts (updates)
• About - bio

How to start a branded channel

Content
• Strong video content marketing strategy
• Create strong and soft calls to action
• Thumbnails are shown to increase search clicks
• Create playlists for different types of videos on your Channel
• Engage
• Cross promote on other SM platforms
• Ask for subscribers
• Short and sweet
• Tell stories

Content
There are four types of tags that you can use on your video
content to gain visibility through search.
• Title tag of your video – make your video title compelling,
with appropriate keywords
• Video description – Tell what the video is about in two to
four sentences, but leave some mystery. Include relevant
keywords and use calls to action and sitelinks
• Video keyword tags – Keep these tags balanced between
your SEO strategy and keywords that relate directly to the
video
• Video category tags – Pick from the labels most relevant to
your content as users may search through categories to find
new videos relevant to their interests

Navigating the platform - notifications

Twitter followers
• Follow others - Use Twitter’s “Who to Follow” feature.
Choose a few of Twitter‘s highlighted topics or search using
your own keywords to find and start following interesting
people relevant to your industry.
• Use Twitter search
• Follow people your followers are following. Once you begin
receiving updates from a handful of people, watch to see
whom those people chat with by looking at @replies. Maybe
it would make sense to follow that person as well.
• Follow thought leaders and bloggers. See if any of your
favorite bloggers are on Twitter.
• Retweet interesting tweets

Twitter followers
• Place Follow button on your website
• Make your tweets useful resources
• Tweet regularly
• Engage

Twitter vocabulary
• Twitter Handle: Also known as a username. This is the name
you select to represent yourself on Twitter.
• To Follow: To subscribe to someone‘s updates on Twitter.
You do this by clicking the Follow‖button on that person‘s
Twitter page (twitter.com/USERNAME). Their updates will be
displayed on your homepage.
• To Follow Back: To subscribe to the updates of someone
who has recently started following you. It is not required to
follow everyone back, but many people like to as it is
courteous.
• Follower: A person who has subscribed to receive your
updates. You can view your total number of followers on
your Twitter profile page.

Twitter vocabulary
• Update: Also known as a tweet. Each update can be no
longer than 140-characters.
• @Reply: A public message sent from one Twitter user to
another by putting @USERNAME anywhere within the body
of the tweet.
• Direct Message (or DM): A private message sent from one
Twitter user to another by either clicking the message link
on their profile or typing @USERNAME. Think of it as
Twitter‘s version of an email/inbox.
• Twitter Stream: A list of a person‘s real-time updates. Every
time you post an update, it goes into your Twitter stream,
which is found on your account page.
• Tweet-Up: An event specifically organized for Twitter users
to meet up and network, usually informally.

Twitter vocabulary
• Retweet (RT): To repeat what someone else has already
tweeted. Example: Retweet @USERNAME: Check out this
cool resource
• Trending Topics: Words, phrases, or hashtags that are
popular (trending) on Twitter at a given time. These can be
organized by location and are updated in real time.
• Promoted Tweets: Tweets that have been supported and
promoted by paid marketing efforts.

#Hashtags
• Hashtag (#): A Twitter tagging system used to aggregate the
conversation surrounding an event, topic, or theme.
Hashtags can easily be created by combining a # with a
word, acronym, or phrase (#WORD) and used as a tag within
tweets.
• Selecting a hashtag for your own event will be beneficial in
a couple of ways – During the event, people often use the
hashtag while live-tweeting. The hashtag will tag and
aggregate the event‘s tweets, building an online
conversation around the event.

Twitter updates
• Promoted posts now available
in SA
• More of a FB timeline look
• Multiple pics can be uploaded
• Bigger pics – more visual

Growing followers
• The more you pin, the more followers you get
• Pinterest follow button on your website
• Comment on other pins
• Connect to FB and Twitter
• Find friends from other social networks
• Follow others

Set up account on by downloading the
app on your phone.
Post and share on your phone.

Growing followers
• Only post your best photos
• Don’t post too many photos at once
• Use hashtags
• Geo tag your photos
• Link to FB
• Follow others
• Comment on other photos
• Describe your photos

@KCCLAVERIA | KCCLAVERIA.COM
TIP #1:
Complete your profile.

Go for it.

TIP #2:
Use keywords in your profile.

Add keywords to
your professional
headline.

Use keywords
in your
summary.

Mention what
experience you
have.

Mention clients
you have
worked with.

TIP #3:
Show off key projects.

Go to your
“experience”
section and
add links to
each role.

LinkedIn will
show your
projects under
each role.

TIP #4:
Connect only with people you know or
you’ve met.

Connect with
colleagues,
classmates,
friends or
people you’ve
met at
networking
events.

TIP #5:
Customize your message when
inviting people.

Customize this
section.

ALWAYS.

TIP #6:
Post consistently.

Share links to
industry news and
your own work,
photos, etc..

Posting regularly
keeps you on
people’s radar.

TIP #7:
Mention people.

But only do it
when it’s
appropriate.

TIP #8:
Check who’s checking your profile.

You’ll find this at the
right-hand side of your
LinkedIn feed.

Check this
section to
discover new
people to
connect with.

TIP #9:
Recommend (awesome) people.

Share the love.
Don’t be shy to
leave a
recommendation
for people you’ve
worked with.

Also, don’t be shy
about asking for
recommendations.

Marketing tips
• Make sure that all profiles are completed
• Use keywords
• Engage in groups
• Post regularly
• Make your interactions personal
• Give useful info

LinkedIn updates
• Promoted posts are available
• LinkedIn Publisher
• Pics can be uploaded

Tips on growing your SM following
• Social is not a hard sell
• Consistency and timing
• Be human
• Diversity
• Competitions & giveaways

• Visual
• Professional vs personal
• Plan
• Analyse
• SEO

• Helpful content
• Engagement
• Build community
• Branding
• Etiquette
• Website widgets

• Friendly tone
• Follow some influencers
• Keep updated on SM changes
• Consider SM ads
• Use apps like Buffer/Hootsuite
• Email signatures

Fundraising, Advocacy and Awareness
• Tell your stories
• Recruit influencers in your SM circles
• Call to action
• Hashtags
• Brand your initiatives

• Recognize and thank partners, volunteers and donors (tag
them)
• Convey urgency
• Focus on impact/showcase success
• Be creative
• Ask – clearly

• Set realistic goals
• Offer many ways to participate
• Promote posts
• What is newsworthy/viral?
• Look at trends

How to Use Social Media in Business

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