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Created by Heather North

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Table of Contents

Introduction 2

Chapter One: Social Media Plan

Situation Analysis.. 2
Publics 2
Timeline. 3
Examples... 4
Evaluation Tools ... 4
Monitoring Tools .......5

Chapter Two: Step-By-Step Guide

Hootsuite .. 6
Twitter... 7
Yelp... 7
Facebook8

Chapter Three: Social Media Policy

Candinas Chocolatier Social Media Policy ..9

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Introduction

This handbook is an introduction to what social media is and how it can become
integrated into traditional media used in promoting Candinas Chocolatier. In order to
better understand the following plan, one must first understand what social media
actually is.

Social media consists of media that support and encourage social interaction among
users. For instance, online discussion forums are designed to allow people to post
messages and for other users to respond.

Chapter One: Social Media Plan

Situation Analysis

In order to stay current with the Candinas Chocolatier customers, it is crucial to maintain
and consistently update current social media networks, such as Facebook and Twitter.
Markus, along with designated customer services representatives are responsible for
these updates.

Candinas currently updates sporadically and the posts might be a little too direct (buy
this, not that). Many customers want to think that deciding to buy your chocolate was
their idea, so posting things that are more fun and interactive will benefit Candinas in the
long run. Linking the two accounts (Twitter and Facebook) will help stay consistent in
updates and maintaining an interactive nature with customers.

Publics

Candinas Chocolatier has numerous publics to tend to. It reaches the Madison
community; current UW Madison students and their families, faculty, and staff; Capitol
Building employees, and tourists visiting the area.
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I think in order to better reach these publics; Candinas needs to invest more time in
updating its social media platforms. This could be as simple as starting to post facts about
Candinas, or facts about chocolate in general, or ask your followers questions. It can then
lead to creating a fun an interactive atmosphere for customers to respond to your posts,
which will eventually lead to more followers and likes. Candinas currently only has 101
likes on Facebook and 32 followers on Twitter. For being a nationally recognized
chocolatier, these numbers should be higher.

Timeline
By the spring, have the following completed:
October:
-Further develop profile on Yelp, by claiming the two Candinas pages.
-Start using Hootsuite for posts on Facebook and Twitter.
-Implement at least TWO tools from the evaluation tools list provided.
-Keep consistent with social media posts.

November:
-Stay consistent with all posts.
-Start following and liking people on Twitter that work around the chocolate industry:
magazines, reporters, bloggers, or even other companies. By doing this, it gets your name
and brand out there, and will increase who sees your tweets.

December:
-Start getting customers hyped up for any upcoming holidays or specials with photos of
what Candinas is working on and what you will be offering for those holidays.
-For every 20
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like on Facebook page, give away a 2-piece box of chocolates. Give-
a-ways may sound like they arent something youd like to do, but its a way to get your
brand and name out there and a way for people to try your chocolates. More than likely,
they will love them and buy more.


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January:
- Twitter: Retweet this for a chance to win a prize.
-Stay consistent with posts.
-Consistently check in on your Yelp reviews. If you are getting great reviews, you might
want to post one or two on Facebook to show to people who like or follow you, but might
not have tried the chocolate yet.

February:
-For every 20
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like on Facebook page, give away a 2-piece box of chocolates.
-Keep using Hootsuite for posts on Facebook and Twitter.
-Keep implementing at least TWO tools from the evaluation tools list provided.

Examples

Followers, fans and subscribers keep an eye on what your organization says because they
want to know how the things you say will affect them personally. So, the more contests
and interactive things you do with all of your social media, the more you will keep them
coming back, and the more they tell their friends about your company.

Since the budget is really minimal for this, giving away 2-piece boxes of chocolate is small,
but also budget friendly.

Evaluation Tools

Facebook Insights:
They are a great way to monitor your Facebook page, and there are two types of
insights:
-User Insights: Total page Likes, or a number of fans, daily active users, new Likes/Unlikes,
Like sources, demographics, page views and unique page views, tab views and media
consumption.
-Interactions Insights: Daily story feedback (post Likes, post comments, per post
impressions), daily page activity (mentions, discussions, reviews, wall posts, video posts).
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Klout:
The Klout Score is the measurement of your overall online influence. The scores range
from 1 to 100 with higher scores representing a wider and stronger sphere of influence.
Klout uses over 400 variables on Facebook and Twitter to measure True Reach,
Amplification Probability, and Network Score. It is completely free for users.

Google Analytics:
You can use Google Analytics to analyze traffic to your website or blogs. Using this as part
of your social media evaluation can help you understand how effective your social
media campaigns have been in generating leads to your website. Google Analytics
generates statistics about your websites traffic and sources, giving you an idea of click-
through rates from LinkedIn, Facebook or any other sites that contain links to your site.
You can track visitors to your site from all your referrers as well as pay-per-click networks
and e-mail marketing.

Monitoring Tools
Social media monitoring is the act of using a tool to, well, monitor what is being said on
the internet.

Hootsuite:
Hootsuite is a web-based dashboard that allows you to monitor multiple social networks
in one place. You can collaborate with fellow employees, schedule messages, and
assign tasks to your team. Its particularly great for managing multiple accounts on the
same platform. This is one of my personal favorites.

TweetReach:
Who is reading your tweets? How is it being shared? What is the measured impact of
what youre putting out there? TweetReach is a social analytics tool that helps you
capture this valuable information.



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TwentyFeet:
TwentyFeet compiles your activity from various social media platforms so you can get
the full picture of your online presence. Then, you can determine which of your
activities are most valuable.

Google Alerts:
t is for all social media. You can type in chocolatier or Candinas and you will receive
updates on all things said about that topic. It is also free to users.

Chapter Two: Step-By-Step Guide

Hootsuite:

With Hootsuite, you are able to manage
several different social media accounts at
one time and in one place. You are able to
update Facebook and Twitter, all with one
website.



When you sign in, youll see four columns
like the photo to the right. The first column
is the Twitter timeline, the second is any
mentions of you, the third is direct
messages and the fourth is any tweets
you have recently sent in.


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The most important thing for Cadinas is one of my favorite things about Hootsuite, timed
Tweets and Facebook updates. All you have to do is select the account you will be
updating, type the update and then
select the calendar icon that is circled in
red in the photo to the left. Then a larger
calendar will appear and you will be
able to select a date and time when your
tweet or update will be sent for you. This
bar also lets you plug in a long URL and
shrink it down to Twitter size, so that you
dont use your entire 140 characters on a
link.

Twitter:
Twitter is a social networking and micro-blogging site. Users send and read other users'
updates known as tweets. Updates are displayed on the user's profile page and
delivered to other users who have elected to 'follow' people that interest them. Really
useful if you connect to the right people such as leaders in your industry - it will give you
a real idea of what their thoughts and influences are.

Yelp:
Yelp contains listings of almost anything that makes up a community and accepts
reviews from users for an listing. Listings include shops, restaurants, doctors, hotels,
cultural venues, schools, museums, parks etc.

The great thing about Yelp, is you dont do the updating, your customers do. But as a
business, Candinas has 4/5 stars and only has 18 ratings. For a business that has been
around for twenty years, you should have more reviews than this.

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A great way to get your brand out there and get more ratings and even get Candinas
to 5/5 stars, would be to
print some business
cards with information
on how to review their
purchases on Yelp. This
type of action is
minimal, but the benefits
will help you in the long-
run.

Facebook:
Facebook users can join networks organized by city, workplace, school, and region.
People can also add friends and send them messages, and update their personal
profiles to notify friends about themselves. Facebook now offers a business page, which
provides businesses with a great platform to promote events and company information
to its network.

The great thing about managing a business on Facebook is the fact that your
customers can rate your business or share your status updates to their friends (up to 500
new people seeing your business). That fact alone, is why you should take time and
plan out your posts for each month ahead of time so that you know you put thought
into them and they will be effective in promoting your business.

You are also able to see how many likes each post gets or how many people your posts
reach. These facts help tell you how effective you are being with your customers. If one
of two of the posts are low, for the next month, change your direction on what you
post. You might be surprised at how the reaction can change from post-to-post
depending on content.



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Chapter 3: Social Media Policy
Candinas Chocolatier Social Media Policy
This policy governs the publication of and commentary on social media by employees
of Candinas Chocolatier. For the purposes of this policy, social media means any facility
for online publication and commentary, including without limitation blogs, wiki's, social
networking sites such as Facebook, LinkedIn, Twitter, Flickr, and YouTube. This policy is in
addition to and complements any existing or future policies regarding the use of
technology, computers, e-mail and the internet.
Candinas Chocolatier employees who are volunteers are not allowed to publish or
comment via social media in any way during work hours or using work facilities, or in any
way that suggests they are doing so in connection with Candinas Chocolatier. Candinas
Chocolatier employees who are full-time staff or designated to post on social media, are
free to publish or comment via social media in accordance with this policy. Such
employees are subject to this policy to the extent they identify themselves as a Candinas
Chocolatier employee (other than as an incidental mention of place of employment in
a personal social media on topics unrelated to Candinas Chocolatier).
Notwithstanding the previous section, this policy applies to all uses of social media,
including personal, by Candinas Chocolatier employees who are full-time staff or
coaches, as their position with Candinas Chocolatier would be well known within the
community.
Publication and commentary on social media carries similar obligations to any other kind
of publication or commentary.
All uses of social media must follow the same ethical standards that Candinas
Chocolatier employees must otherwise follow.


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Don't Tell Secrets
It's perfectly acceptable to talk about your work and have a dialog with the community,
but it's not okay to publish confidential information. Confidential information includes
things such as unpublished details about our software, details of current projects, future
product ship dates, financial information, research, and trade secrets. We must respect
the wishes of our customers regarding the confidentiality of current projects. We must
also be mindful of the competitiveness of our industry.
Protect your own privacy
Privacy settings on social media platforms should be set to allow anyone to see profile
information similar to what would be on the Candinas Chocolatier website. Other privacy
settings that might allow others to post information or see information that is personal
should be set to limit access. Be mindful of posting information that you would not want
the public to see.
Be Honest
Do not blog anonymously, using pseudonyms or false screen names. We believe in
transparency and honesty. Use your real name, be clear who you are, and identify that
you work for Candinas Chocolatier. Nothing gains you notice in social media more than
honesty - or dishonesty. Do not say anything that is dishonest, untrue, or misleading. If you
have a vested interest in something you are discussing, point it out. But also be smart
about protecting yourself and your privacy. What you publish will be around for a long
time, so consider the content carefully and also be cautious about disclosing personal
details.
Respect copyright laws
It is critical that you show proper respect for the laws governing copyright and fair use or
fair dealing of copyrighted material owned by others, including Candinas Chocolatiers
own copyrights and brands. You should never quote more than short excerpts of
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someone else's work, and always attribute such work to the original author/source. It is
good general practice to link to others' work rather than reproduce it.
Respect your audience, Candinas Chocolatier, and your coworkers
The public in general, and Candinas Chocolatiers employees and customers, reflect a
diverse set of customs, values and points of view. Don't say anything contradictory or in
conflict with the Candinas Chocolatier website. Don't be afraid to be yourself, but do so
respectfully. This includes not only the obvious (no ethnic slurs, offensive comments,
defamatory comments, personal insults, obscenity, etc.) but also proper consideration of
privacy and of topics that may be considered objectionable or inflammatory - such as
politics and religion. Use your best judgment and be sure to make it clear that the views
and opinions expressed are yours alone and do not represent the official views of
Candinas Chocolatier.
Protect Candinas Chocolatier customers, business partners and suppliers
Customers, partners or suppliers should not be cited or obviously referenced without their
approval. Never identify a customer, partner or supplier by name without permission and
never discuss confidential details of a customer engagement. It is acceptable to discuss
general details about kinds of projects and to use non-identifying pseudonyms for a
customer (e.g., Customer 123) so long as the information provided does not violate any
non-disclosure agreements that may be in place with the customer or make it easy for
someone to identify the customer. Your blog is not the place to "conduct business" with
a customer.
Controversial Issues
If you see misrepresentations made about Candinas Chocolatier in the media, you may
point that out. Always do so with respect and with the facts. If you speak about others,
make sure what you say is factual and that it does not disparage that party. Avoid
arguments. Brawls may earn traffic, but nobody wins in the end. Don't try to settle scores
or goad competitors or others into inflammatory debates. Make sure what you are saying
is factually correct.
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Be the first to respond to your own mistakes
If you make an error, be up front about your mistake and correct it quickly. If you choose
to modify an earlier post, make it clear that you have done so. If someone accuses you
of posting something improper (such as their copyrighted material or a defamatory
comment about them), deal with it quickly - better to remove it immediately to lessen
the possibility of a legal action.
Think About Consequences
For example, consider what might happen if a Candinas Choclatier employee is in a
meeting with a customer or prospect, and someone on the customer's side pulls out a
print-out of your blog and says "This person at Candinas Chocolatier says that product
sucks."
Saying "Product X needs to have an easier learning curve for the first-time user" is fine;
saying "Product X sucks" is risky, unsubtle and amateurish.
Once again, it's all about judgment: using your blog to trash or embarrass Candinas
Chocolatier, our customers, or your co-workers, is dangerous and ill-advised.
Disclaimers
Many social media users include a prominent disclaimer saying who they work for, but
that they're not speaking officially. This is good practice and is encouraged, but don't
count on it to avoid trouble - it may not have much legal effect.
Wherever practical, you must use a disclaimer saying that while you work for Candinas
Chocolatier, anything you publish is your personal opinion, and not necessarily the
opinions of Candinas Chocolatier.
Don't forget your day job.
Make sure that blogging does not interfere with your job or commitments to customers.
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Social Media Tips
The following tips are not mandatory, but will contribute to successful use of social media.

The best way to be interesting, stay out of trouble, and have fun is to write about what
you know. There is a good chance of being embarrassed by a real expert, or of being
boring if you write about topics you are not knowledgeable about.

Quality matters. Use a spell-checker. If you're not design-oriented, ask someone who is
whether your Facebook page looks decent, and take their advice on how to improve it.

The speed of being able to publish your thoughts is both a great feature and a great
downfall of social media. The time to edit or reflect must be self-imposed. If in doubt over
a post, or if something does not feel right, either let it sit and look at it again before
publishing it, or ask someone else to look at it first.
Enforcement
Policy violations will be subject to disciplinary action, up to and including termination for
cause.