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An introduction to social media, primarily Twitter and Facebook, for startups. Techniques for engaging an audience for the first time, using hashtags, getting basic insights and analytics to measure what's working and what's not.
From what I’ve seen and heard from others, Facebook tends be more B2C friendly and Twitter more B2B.
I’m partial towards Hootsuite. Especially at the beginning. All in one stop, not too much, not too little. The Facebook Pages app isn’t perfect but can be very handy on the go. My top advice (but only if you have time) is to manually post each Tweet, Facebook update, or any other social media entry on that channel so you know for a fact it rendered correctly and presents the way you wanted it to.
Test them out. Research what your lists are talking about. Which ones are they using? Don’t force a tweet by newsjacking a story that does nothing for your business. Once again, it’s about providing value, not offending people.
Hashtags can also show personality or identify an event. Check out the hashtags you find works for you (engagement). Click on who has retweeted and favorited similar tweets or your own and follow them if they are influencers or your target audience. Always research your hashtag. Make sure the Twitter search results show a stream you want your content to be a part of.
Twitter lists are built in functionality. They can be private or public. Private lists help you sort out the noise. Public lists are great because they act as a resource to others. They can follow your list, and in return you can see this. Some people scoff at Twitter lists because they remember the days when you could only have 20 lists with 500 accounts in them. Now you can have 1,000 with 5,000 account in each. If you only make one list call it RETWEETABLE. Then add anyone you know is relatively safe to retweet. Grow this list first. Fill it with top influencers and brand advocates. Keep it groomed. Take out anyone who tweets one great insight then 20 photos of a cat. Continue to add new people. Create, manage and share Twitter lists. Keep them up to date! They get more and more valuable the bigger your account gets.
When you create public lists you help people find you and categorize you. If you provide value, they will add you to their own Twitters lists. This is a great way to build a following. Follow people on the list, engage with them, and they will respond. This isn’t a quick process. The more you put in the more you get out of it. This is where knowing how much time you have to dedicate to the effort is important. It’s easy for hours to slide by when working to build your presence on Twitter. Know your limits or have justification for doing that over other work that needs to be done.
An influencer’s follower number is just the tip of the iceberg. Are your competitors following them? How many shared followers do you have? Is the influencer a content curator? Do they share content? Do they engage with their massive audience? (Klout score – Ugh, but can be useful) Engage with them and foster a mutually beneficial relationship You are looking for someone who will share your content and someone you can learn from in return. Providing value is a two way street.
Example: Finding others interested in the startup community beyond the search function. And if you look under Michael’s Tweets/Retweets or Favorites list you will see he did that. Then you can see who else he is following and continue the cycle to find people who will find value in you as well. Mutual gain.
The most important thing to keep in mind is who your audience is and how they behave. These numbers tend to be a good way to think at first in a B2C world because many of your consumers may not have access to social media at work but they are on their mobile devices on the couch or in bed after the kids go to sleep. Your analytics will tell you more. What works now may not work in a month, a year or longer. Keep adapting and measuring your strategies.
Introduction to Social Media for Startups
Social Media for Startups
Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey
What Will Be Covered
▪ Set yourself up right at the beginning.
▪ Understanding social media jargon – especially in the Twitterverse.
▪ Techniques for engaging a social audience for the first time.
▪ Evaluating basic insights & analytics to measure what's working & what's not.
▪ Q & A time at the end.
Answer These Questions
How will I measure the effectiveness of social media efforts?
Will different social media channels have different primary goals?
Who is my target audience, secondary audience, tertiary audience…
How much time do I have to manage these account?
What content marketing tools do I have at my disposal?
Which tone of voice do I want these accounts to have?
Twitter or Facebook?
• 51% of active Twitter users follow companies, brands or products on
social networks. (via Edison)
• Twitter users are 3 times more likely to follow brands than Facebook
users. (via Convince and Convert)
• 37% of Twitter users will purchase from a brand they
follow. (via MediaBistro)
• 70% of small businesses are on Twitter. (via MediaBistro)
Find what works for you.
▪ Find relevant hashtags by researching which ones are used by your
target audience and top influencers.
▪ Tweets with hashtags get 2x more engagement. (via BufferApp)
▪ 1 or 2 hashtags will get you 21% more engagement than if you add 3
or more. (via BufferApp)
▪ Continually research hashtags. New ones appear all the time, some
are only used at certain times, and they can morph into something
else that may not be relevant to your audience.
TIP: Hashtags don’t have to live exclusively at the end of a Tweet.
Twitter Lists – Get Organized
(current and former)
Media & Community
TIP: List names cannot exceed 25 characters, nor can they begin with a number.
Twitter Lists – Learn from Others
Follow lists other accounts
have added you to.
Build your follower list by
seeing who else are on
these lists and following
Keep checking back on
these lists as they grow.
Engage with new
followers to keep
Know Who the Influencers Are
Influencers tend to have large followings on Twitter.
Look for people your target audience follows and engages with.
Find Your Audience & Get Found Yourself
RTs & Favorites
RTs & Favorites from Top Influencers
Start a Dialog with a Top Influencer
Influencer Follower/ List
Influencer Following List
What “They” Say
Tweet late at night, after 3 PM or over
the weekend (schedule tweets).
Fridays tend to get the highest
engagement rates across social
Include links, images and strong calls to
action like “join us” or “learn more”.
▪ Keep your tweets under 100 characters.
▪ 3-5 tweets per day is optimal for most
Quick Hit Analytics
How to know what’s working and what’s not.
Can give you some quick insight on
things you will eventually be able to
see without the Facebook Insights.
Time of day and day of the week
people see your posts most often.
Types of posts that have the highest
Images: Facebook Insights
Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey