Xavier Krone works as a Social Media Instructor at the University of Texas at Arlington and is also a Social Media Account Director for an advertising firm, where he specializes in helping businesses utilize social media effectively. He believes that by regularly providing valuable content to target audiences on social media, companies can build stronger relationships with customers and see higher rates of sales conversions compared to companies that do not engage with customers on social platforms. Krone aims to teach businesses how to best navigate and capitalize on social media through various training courses focusing on platforms like Facebook, Twitter, LinkedIn, Pinterest, and Google+.

1. Xavier Krone is a Social Media Instructor at the
University Texas at Arlington as well as a Social
Media Account Director for an advertising firm. He
specializes in helping businesses navigate and
capitalize in the social world we live in.

2. Sales Tool
SEO
Relationship
Building
Customer
Service
Marketing
Tool
Brand
Building
By locating and delivering value added content to groups of individuals
on a consistent and regular basis your company is better positioned to
offer your products and services with a higher rate of translation of sales
then other organizations that fail to establish a relationship with their core
target audience.

3. Communicate your brand
message and promise. By
creating content that
accurately reflects your
brand, you can raise brand
awareness ,recognition , and
loyalty.
Useful, interesting ,and helpful
content can boost the word-
of-mouth marketing about
your business across the social
web and offline as well.
Promote products and services
directly and indirectly with
social media ,and add to your
business bottom-line. Use social
media as a tool to drive traffic
to your catalog or store to
encourage direct sales.

4. Provides a forum for a two-way
conversation with customers. You can
use for social networks to share
information, answer questions, acquire
feedback etc. Not only does this allow
you to build relationships with
consumers, but it also can reduce your
customer service costs.
When you provide useful information
and communicate with consumers on
your social network their emotional
connection to your business grows.
Consumers are far more apt to
become loyal to you and speak about
you to others when they have a
relationship with you.
Increases your business visibility and
page rank on social media engines.
Fresh consistently updated social
media outlets will provide your
business higher rankings.

5. SWOT ANALYSIS

6. S
Strength
Allows for conversations
(deeper engagement and
relationship building with
audience).Encourages
direct consumer
interactions.
Strength
Leverage of reaching
more and more people
with less effort thanks to
technology (i.e.
spreading the word).
Strength
Allows companies a real
time view on consumer
perceptions about their
brands.
Strength
Active community
members are willing to
become brand advocates
Strength
Stronger brand
awareness in the market
place providing a unique
selling proposition
Strength
The ability to develop
your products in
collaboration with your
customers
Strengths
SWOT ANALYSIS

7. W
Weaknesses
Effort vs. results: Even if it is
more measurable than other
channels, it is difficult
(especially for small business
operations) to balance the
effort put on social media
against the results obtained
Weaknesses
Consistency: Engaging
with your audience at a
direct level means more
efforts in terms of
keeping a consistent
message/ corporate
image
Weaknesses
Lack of tools or
resources to track and
monitor social media
campaign results
Weaknesses
Difficulty in measuring
ROI
Weaknesses
Trouble scaling or
maintaining a social
media campaign
Weaknesses
Difficulty in ensuring
your message is heard
and reaches the market
Weaknesses
SWOT ANALYSIS

8. O
Opportunities
Creating/joining online
presence on sites where
the company currently
doesn’t exist
Opportunities
Building relationships
with clients through the
monetization of social
media
Opportunities
Penetration into a new
geographical market
quickly
Opportunities
Reach out to certain
groups that traditional
media didn’t allow you
to.
Opportunities
New target or niche
markets that are
untapped
Opportunities
Create new products
well tailored for the
market
Opportunities
SWOT ANALYSIS

9. T
Threats
Competitors are going
after the same space or
same audience with
similar campaign
Threats
Potential for brand to be
damaged
Threats
The high cost in terms of
time needed to maintain
social media
relationships may derail
the campaign.
Threats
Has no solid revenue
model
Threats
SWOT ANALYSIS

10. Commerce
Community
Content
Words carry content convey marketing messages, draw
individuals to web pages, and persuade people to buy
your product or service

11. Describes everything from neurons or computers, people or
power plants, everyone is connected to everyone else by a
short chain of intermediaries.

12. Referrals
Clients
POTENTIAL Client
POTENTIAL Client
POTENTIAL Client
Prospects

13. Social Media
Marketing
F : 6:00 PM -
9:00 PM, 2
Sessions
09/06/13 09/13/13
Mobile Marketing
Th : 6:00 PM -
9:00 PM, 3
Sessions
09/26/13 10/15/13
Facebook, Twitter
and LinkedIn
Marketing
M : 6:00 PM -
9:00 PM, 3
Sessions
10/14/13 10/28/13
Pinterest,
Google+, and
Meetup Marketing
F : 6:00 PM -
9:00 PM, 3
Sessions
11/08/13 11/22/13
Capstone - Social
Media Marketing
F : 6:00 PM -
9:00 PM, 3
Sessions
12/06/13 12/20/13