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Social Networking
Module 1: How to Use Social Media to Drive Revenue

Contents
Sadece1Lira Published................................................................................................1 Social Networking....................................................................................................1 Contents..................................................................................................................... 1 What is social media?.................................................................................................4 Overview.................................................................................................................... 4 Top social networks and penetration rates..............................................................4 Who generally uses social networks?...................................................................5 Major Social Media Sites Wheres the party?..............................................................6 Facebook................................................................................................................. 6 Brief site overview/history....................................................................................6 Key site features/functions...................................................................................6 General user demographic (source: facebook.com).............................................6 Business applications...........................................................................................6 MySpace..................................................................................................................7 YouTube..................................................................................................................8 Twitter..................................................................................................................... 9 LinkedIn................................................................................................................. 10 Creating Your Social Media Page - Sign Me Up!........................................................11 Visit and create accounts......................................................................................11 Facebook............................................................................................................ 11

MySpace, YouTube, & Twitter.............................................................................11 LinkedIn ........................................................................................................................... 12 What is social medias role in online marketing?......................................................12 Traditional methods of online marketing...............................................................12 Marketing With Social Media.................................................................................13 How and why are businesses using social media?....................................................13 Social buzz measurement tools.............................................................................14 Competitive Landscape Analysis: .........................................................................14 Creating a Social Media Road Map...........................................................................15 Driving revenue and building brand recognition/loyalty...........................................15 Facebook business basics......................................................................................15 Pages and Fans..................................................................................................15 Setting up a Page...............................................................................................16 Sending Notes to Fans........................................................................................16 Updating Fans....................................................................................................17 Administrators and Settings...............................................................................17 Promoting Pages with Events...................................................................................17 Promoting Pages Outside of Facebook.....................................................................18 Measuring Page Traffic and Effectiveness................................................................18 Groups and Members...............................................................................................18 Paid advertising........................................................................................................19 Twitter business basics.............................................................................................20 Personal vs. business accounts.............................................................................20 Update Settings.....................................................................................................20 Tweeting and following Tweets.............................................................................21 Tweeting................................................................................................................ 21

Include links in the Tweet......................................................................................22 Re-tweet................................................................................................................22 Followers...............................................................................................................22 Attracting followers and following others..............................................................22 Follow the Terms of Service..................................................................................22 Best practices for Twitter success.........................................................................23 Build your own social media marketing roadmap.....................................................23 Define your marketing goals and objectives.........................................................23 Create a personality and stick with it....................................................................23 Determine your audience......................................................................................24 Select appropriate social media networks.............................................................24 Consider paid advertising......................................................................................24 Put the plan in writing document the social media marketing plan and use it to track progress....................................................................................................... 24 Management approval...........................................................................................24 Launch social media campaigns............................................................................24 Measure results..................................................................................................... 24

What is social media?

A couple definitions of social media Wikipedia Social Media (http://en.wikipedia.org/wiki/Social_media) Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content"[1]. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving factor in the idea that the current period in time will be defined as the Attention Age. Groundswell book (http://www.forrester.com/Groundswell/book.html): ...a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions.

Overview

social media is not one-way communication. Social media allows for an interactive dialog where people all over the world can participate and contribute to the conversation. Traditional marketing relies on a carefully crafted message being delivered to an often specific audience. Social media leverages technology and relationships to reach a much broader audience through connections (viral marketing). Social media allows brands/companies to leverage the strength of relationships for credibility to spread marketing messages. In this way, companies can turn fans/followers into brand ambassadors.

Top social networks and penetration rates

Facebook o Over 350 million active users (Feb 2010) o Over 175 million users login at least once per day MySpace o Over 150 million active users (Feb 2010)

YouTube o Over 100 million active users (May 2009) o User generated Twitter o Over 30 million users (May 2009) LinkedIn o Over 40 million users (May 2009)

Takeaway: Facebook, Twitter and YouTube continue growing in popularity. MySpace is struggling since the explosive growth of Facebook since 2008. Its easy to reach a very broad audience utilizing both Twitter and Facebook at low cost. LinkedIn is a good resource for professional career networking and finding/researching potential employees. Visit www.compete.com and compare Facebook, MySpace and Twitter. Note: www.compete.com is an excellent resource to evaluate/compare online traffic with your competitors. Usually, there is no need to pay for the premium Pro membership.
Who generally uses social networks? o Over 44% of all U.S. internet users are on social networks (over

88 million people) o 84% of social network users are 14 to 26 years old o Social network users skew female (average is 45% male and 55% female) o Largest group joining is older o Most users have at least some college education

Takeaway: A very broad demographic use social networks with increasing adoption by older generations who are using social media as a way to keep in touch with family and friends. That said, younger social media users tend to be more familiar on the advanced uses of each site and also more skeptical on brands/companies. Transparency is key in being a good citizen in social media.

Major Social Media Sites Wheres the party?

Facebook
Brief site overview/history Mark Zuckerberg founded Facebook while studying psychology at

Harvard University at the age of 23 Concept was based on the sheets of paper distributed to freshmen at Harvard, profiling students and staff After gradual expansion to other universities, as of September 2006 the network was extended to anyone with a registered email address
Key site features/functions Connect and interact with friends (add them into your Friend List)

and others Send messages to friends or other Facebook users Update personal profile to share information/content (videos, photos, stories, etc.) with friends or other users Join other Facebook social networks (groups, pages)
General user demographic (source: facebook.com)

Median user age is 33 Users are 57% female and 43% male 30s, 40s, 50s are fastest growing segments

Business applications Facebook Pages (i.e. http://www.facebook.com/philosophy)

Facebook Pages allow users to become fans and follow a brand/company. Messages posted on the Page appear on the users news feed and users can interact (i.e. Like or Comment) on the post which allows the users friends to also see the interaction. The users friends may then also become a fan of the Page after seeing the interaction. On Facebook Pages, interactive content shared with fans may include video, links, long stories, photos, etc. Paid advertising opportunities Paid ads on Facebook appear in the right column. Facebook offers a fairly complex targeting tool to allow advertisers to target very specific Facebook audiences and a robust reporting tool to help measure paid advertising performance. Ads can be purchased either on a CPC (cost per

click) or CPM (cost per one thousand impressions). More info at www.facebook.com/advertising Takeaway: Facebook is one of the top social networks and nearly every company/brand should be utilizing Facebook to market to consumers. Much more detailed information on how to use Facebook to drive revenues is covered in the Phase 2 course, titled Drive Customers Using Facebook Paid Advertising.

MySpace
o Brief site overview/history Based on the popular features of Australian social networking site Friendster, MySpace was a U.S. version launched in 2002 MySpace began locally in Southern California and catered to actors, musicians, and artists Part of the early appeal of MySpace was that it is an open site, meaning that it lets users control the page and post nearly whatever they want to post News Corp Fox Interactive acquired MySpace for $580 million in 2005 o Key site features/functions Connect and interact with friends and others Update a personal profile to share information with friends or other users Follow others o General user demographic Median user age is 26 Most users have not attended university o Business applications Paid advertising Fox Interactive Media sells ad space on MySpace. Fox generally controls placements, optimizes campaigns and provides data to help evaluate ad campaigns. MySpace also has a beta direct purchase ad interface similar to Facebook which is in development. More info at https://advertise.myspace.com

Interactive pages (i.e. http://www.myspace.com/cherrycoke)

 Pages often feature widgets users can integrate into MySpace profile pages which friends view on profiles. Takeaway: MySpace is a good social network for bands/music industry and companies targeting younger demographic. MySpaces growth has slowed with the advent of Facebook and has fewer low cost opportunities for companies to market to its users.

YouTube
o Brief site overview/history Founded in 2005 as a site to upload and share videos Acquired by Google for $1.65 billion in 2006 Has become the most popular online video community o Key site features/functions Users can insert a YouTube video into Facebook and MySpace accounts, blogs, or other Web sites where anyone can watch them Users can elect to broadcast their videos publicly or share them privately with friends and family Users are able to keep track of their favorite users' new videos Users with a webcam and Flash software are able to instantly record video responses or normal videos onto the site rather than having to prerecord and then upload the video o General user demographic Ages 18-55, evenly divided between males and females and spanning all geographies o Business applications Paid advertising Google powers YouTube paid advertising. All the tools available to companies marketing through Googles ad network are available to place/target ads and report ad performance results. Ads can be purchased on either a CPC (cost per click) or CPM (cost per thousand ad impressions) basis. Reserve buys (premium placement & guaranteed number of impressions) are also available for better placements but have large minimum spend requirements (i.e. $30,000/month). More info at: www.youtube.com/advertising Can be specifically targeted to a video or to keywords. Sponsored video contests (i.e. http://www.youtube.com/contests_main)

 Since the Frito-Lay/Doritos Super Bowl ad contest in 2007, many companies have used YouTube to interact with consumers. Creating brand channels with unique and original video content (i.e. http://www.youtube.com/pepsi) Companies with large amounts of video content can reach a wide audience using a YouTube channel and can integrate the video content into other social media.

Takeaway: YouTube continues to experience solid growth in video viewership and user account creation after the Google acquisition. YouTube paid advertising is an effective way to reach a large audience and is coupled with Googles very sophisticated ad targeting tools and reporting (Google AdWords). Alternatively, YouTube channel video content can be easily integrated with Facebook, Twitter and MySpace.

Twitter
o Brief site overview/history Launched in August 2006 as a social networking and microblog site Users create profiles which can be followed and post tweets posted online or via mobile SMS messages Senders can restrict delivery to those in their circle of friends or, by default, allow open access o Key site features/functions Users create a profile and microblog with followers Users can follow others Tweet up to 140 characters Ability to re-tweet what others have tweeted (can be VERY viral) o General user demographic Median user age is 31 o Business applications Staying connected with customers (the good and bad both) Twitter is a good tool to discuss industry news and interact with consumers. Twitter allows for very candid interactions. Sharing new product announcements and other special news Twitter is a good place for brief announcements and links to websites with more news. Key for successful interaction are tweets which catch the attention of followers and cut

through the noise while remaining relevant/transparent.

Example brand: http://twitter.com/lovephilosophy

Takeaway: Twitter is a fast growing social network and nearly every company/brand should be utilizing Twitter to market to consumers.

LinkedIn
o Brief site overview/history Found in 2003 as a business-oriented social network site o Key site features/functions Connect with colleagues and friends Connect and interact with professionals in similar industries Showcase latest work, deals or portfolio Huddle workspaces allow users to collaborate with their network on projects using co-editing features o General user demographic Median age is 39 o Business applications Find new clients/business partners/employees within your network LinkedIn provides an outstanding professional network which can be used to find clients, business partners or employees. Paid advertising LinkedIn paid advertising is a good fit for professional service b2b companies (i.e. recruiters, etc.). More info at www.linkedin.com/directads.com

Takeaway: LinkedIn is a professional social network used to connect with colleagues and associates. Profiles on LinkedIn are career-centric and a bit more formal than other social networks.

Creating Your Social Media Page - Sign Me Up!

Visit and create accounts
Facebook

Personal Profiles o Not required for a company Facebook Page o Each person may only have one Facebook Profile o Free to join just need a valid email address o Use your actual first name and last name (part of the Terms of Service) o Basic functions: News Feed: Shows people in your social communitys activity (including your activity) Status Box: Main method of communicating with friends Profile: The page others will see if they view your profile page (your activity, friends, photos, info, etc.) Email: Send and receive email with other Facebook users Click Sign-Up Now o Enter full name o Create username (recognizable and short is good many people use full name or a nickname) o Create a password o Enter a unique email address o Find friends for Twitter (optional using email address matching) Update Settings o Account Include website URL (or blog) Good idea to add a one-line bio (note this is keyword searchable) limited to 160 characters Include location Choose language Do not check Protect My Tweets if you want the public to view tweets o Devices Add mobile number if you prefer to use cell phone o Notices Select email alert preferences o Picture Upload an image (face or logo/product are suggested) o Design To change the default background

MySpace, YouTube, & Twitter

LinkedIn

Takeaway: Students will visit each of the social network sites with the instructor and create user-level (not company Pages) accounts on each of the sites. The instructor should point the students to LearnIT pages to become Fans and Follow on Facebook and Twitter.

What is social medias role in online marketing?

Traditional methods of online marketing
o

Website: Companys online presence Ways to market a website: Promote the URL (online and offline) to drive traffic to the website Directory listing (having a site URL listed on a site with others of related content) Search Engine Optimization (tags and page content to help your URL appear above others when users search related terms on search engines) Partner marketing (promoting on high affinity, noncompetitive sites) Paid search advertising on search engines Paid banner advertising or email advertising to promote URL Other offline methods (in-store, etc.) Blog: May replace or complement a companys primary website Ways to market a blog: Website promotion techniques apply to blog sites (same as above) How is a blog different from a traditional website? Utilizes RSS feeds (Subscription which people can retrieve with RSS readers informs people when new content is uploaded) More interaction with users than traditional website (more social) More personal voice (authored content again, more social)

Marketing With Social Media

Ways to market Social Media: Website promotion techniques apply to Social Media sites (same as above) Within the Social Media site itself (being an active, good citizen will lead to a large following over time on Social Media Networks)

How is Social Media different from traditional websites and blogs? Extremely interactive: Social communities within communities o Businesses can also co-exist as a member of the social communities Market, promote and provide customer service Extremely viral: Members of communities share all the time o Being an active good citizen will lead to members of the communities sharing information about your company/brand with others in their own social communities Takeaway: Social media marketing is a complement to other existing online marketing efforts. Social media marketing is extremely interactive because the social networks from inception were built to rely on members sharing information with each other online. Moreover, because of the very high level of interactivity and engagement on social media sites, social media marketing tends to be very viral and as a result, it can be a very effective tool for companies/brands to utilize.

How and why are businesses using social media?

Drive brand/customer loyalty Companies/brands can create an online social community (i.e. Facebook Pages, Twitter accounts) for its customers to: o Learn about new product releases, company updates or promotions o Share company/brand experiences with other customers This often extends to user-level social communities being informed o Offer customer service accessibility to customers

Direct message customers who had a less than desirable customer experience with the company/brand

Example: www.facebook.com/benefitcosmetics and www.twitter.com/benefitbeauty o Direct response customer acquisition Companies/brands can utilize social media to drive awareness and acquire new customers Relies on motivating social media users to take an action (i.e. visit a website, subscribe, sign-up, purchase, re-tweet, etc.) Contests are becoming increasingly popular (re-tweet contests for example) and are very viral Paid marketing opportunities (ads on Facebook, etc.) Takeaway: Companies/brands should utilize social media sites to both build brand ambassadors and acquire new customers. Many companies narrowly focus or dont focus on social media based on limited perspective and it leads to ineffective social media marketing. Consider the opportunity available utilizing social media marketing with focus, its tremendously powerful.

Social buzz measurement tools

www.howsociable.com o Finds all mentions of a search term on social media sites and creates a score based on results www.compete.com o Web analytics site which tracks consumer actions online http://search.twitter.com o Track specific mentions of your company on twitter

Competitive Landscape Analysis:

Social media sites offer a great source of competitor information Determine your company's presence in social media and the competitions footprint on social networks. Either this serves as a wake-up to start utilizing social media or as a chance to have a competitive advantage and begin using social media ahead of competition. The exercise will also familiarize them with the concepts/functions of the various social media networks.

1. Identify your companies top three competitors 2. Visit and search for top three competitor company names on the following sites and evaluate size of fan base and take a look at Pages and posts; Record the results and continue to monitor over time. o Check Facebook, Twitter, MySpace, YouTube, LinkedIn

Run a search on www.howsociable.com of top three competitors and your own company name View results, record scores and continue to monitor over time. Try biz name and URL Use www.compete.com to compare traffic volume and sources There must be enough volume for Compete to provide referring URL data. This site is a good resource to compare online traffic volume. Visit http://search.twitter.com/ and search top competitor names and your company to see whats being tweeted Use this site to continue to monitor tweets over time.

Creating a Social Media Road Map

Have a meeting with the steering committee and set specific social media goals. Remember that social media is different than standard media. Write your goals down!

Examples can include: brand recognition, reputation building, building relationships, get people talking about you, offering special offers and deals.

Driving revenue and building brand recognition/loyalty

Facebook business basics
Pages and Fans Pages are for business (function very similar to Personal Profiles) and have a wall, photo, Fans (not Friends)

Need an Admin to manage the business Page (No one will know the Admins personal profile) Goal is to increase Facebook Fans (member Personal Profiles) Fans are notified of any changes on the Page Friends of Fans who interact with Pages see the activity on Personal Profile wall

Setting up a Page www.facebook.com/pages/create.php Do not need a Personal Profile to create a Page (need a valid email address) If local business, select the appropriate category If national or global, select Brand, Product or Organization category If artist, band or public figure, select (Group may be more appropriate) Name is important (not required to be the same legal name use something recognizable and easily searchable) After 100 Fans, can switch to a vanity URL Begin inputting information on the Info tab (different fields dependent on the category selected during the initial creation process) Once ready, click the Publish link at the top of the page Adding content to the Page o Revisit the new page (can get to this from your Info tab when your Personal Profile is a Fan of the Page) o Share something on the wall (events, products, etc.) (like Personal Profile status) o Add a logo or photo (similar to Personal Profile) o Attach Events, Photos, Links, Videos to your Page wall with text descriptions o Fans will see the content posted to the Page wall on the News Feed o Can create a Photo Album with photos from events, of products, or team members, etc. (Works the same as in Personal Profiles) o Create Discussions this is to interact with Fans in a conversational tone (these do not appear on Fans wall or in the News Feed) o Interesting, valuable content helps build large Fan bases keep it fresh and engaging!
Sending Notes to Fans

Add the tab to the right of the Discussions tabs Used for longer wall posts, articles, blog posts, etc. Title and add the content (can also include photos)

Can Tag people in the note (will add a note to the Personal Profile of the Facebook user) use if mentioned in the note or if of particular importance to the Facebook member Notes can be shared by Fans to members in their own social community Send Updates to Fans (left side menu under photo) Can target specific Fans (default is all Fans) by location, gender and/or age Add a Subject and Message (like an email) Can attach videos or include a link Edit Page link on the left under Photo o Add/Remove Administrator (Admin) on the lower right side (must be a friend on your Personal Profile) Fans do not know who Admins are of a Page o Settings Country and age restrictions Published or Not Published (good if working on setting up a new Page) o Wall Settings Set default view for Wall (Posts by Page and Fans or Page only) Set default landing tab for the Page (i.e. Wall, Info, Photos, etc.) Set Fan posting permission-levels

Updating Fans

Administrators and Settings

Promoting Pages with Events

Invite Fans to attend Events o Good way to get more Fans (Friends see when Fans are attending Events) Go to Events application o Give name, tagline, category and type, description, start and end time, price (if applicable), location, phone and email o Customize upload a photo and edit options o Update Fans (all or targeted Fans) Include Subject and Message (not required) o Promoting Pages with Paid Ads Ads are displayed in the right hand column of Facebook Create an Ad link in the top right above ads

Overview of process and preparing an ad (Get Started link) Under Destination URL click the link I want to advertise something I have on Facebook (Facebook paid ad campaigns are covered in Phase 2, Drive Customers Using Facebook Paid Advertising) Set Title, Body Text and Image Ads will list if Friends are Fans (adds credibility) Targeting (self-explanatory) this is if you want to target the ad to very specific Facebook users Great for local companies! Best approach is wide reach early and evaluate results then optimize targeting Campaigns and Pricing these are paid ads. Name the campaign Set the daily maximum budget Set when you want to run your ad Set bid method (auction bidding model) o CPM Cost per 1,000 ad impressions o CPC Cost per click

Promoting Pages Outside of Facebook

URL of Pages can be used to promote the Page outside of Facebook Once a Page has 100 Fans, a vanity URL may be created (much shorter) Put Facebook activity on website or blog by adding a Fan Box to your site o Link on Facebook Page under photo to add Fan Box Provides HTML code to include on web page

Measuring Page Traffic and Effectiveness

View Ads and Pages o View graphs to track Fan activity o Insights lots of useful info to measure you Page performance Use unique URLs when driving traffic to website pages

Groups and Members

Groups have been around since the start of Facebook (Pages are newer) o Its ok to have both a Group and a Page in Facebook

o Layout of Groups is very different from Pages o Differences: Pages have Fans and Groups have Members Pages have Admin Updates to Fans and Groups Admins can send Emails (Messages) to Members Both support Facebook Events Both support paid social advertising on Facebook Page content is indexed by search engines and is accessible while Groups are not indexed by search engines Pages allow custom apps and Groups dont allow apps Pages have analytics and Groups dont have measurement Pages hide Admins and Group Admins are public Creating a Facebook Group o Groups application link is in the lower left when logged-in Facebook o Click Create a Group link Add Name, Description, Group Type, Recent News, Office, Email, Street Address, Upload a photo Fill out the additional fields (Website, Options, Set Access) Publish o Invite people and/or promote with paid Facebook ad Messaging Group Users o Message All Members link on the right under Group photo Input Subject and Message and Send

Paid advertising

Ads are displayed in the right hand column of Facebook www.facebook.com/advertising o Overview of process and preparing an ad (Get Started link) o Facebook paid ad campaigns are covered in Phase 2, Drive Customers Using Facebook Paid Advertising Set Title, Body Text and Image Targeting (self-explanatory) this is if you want to target the ad to very specific Facebook users Great for local companies! o Best approach is wide reach early and evaluate results then optimize targeting Campaigns and Pricing these are paid ads. o Name the campaign o Set the daily maximum budget o Set when you want to run your ad

o Set bid method (auction bidding model) CPM Cost per 1,000 ad impressions CPC Cost per click Following the Terms of Service o Read it before using Facebook for business (link at the footer) o Key areas for business marketing on Facebook: Section 3 (Safety), Item 1: No unauthorized commercial communication (SPAM) Pages are for business be careful with Personal accounts If Personal accounts are used for business can/will be shut down Section 5 (Protecting Other Peoples Rights): Be careful to make sure you have the right to post the video, photo or other content Facebook Best Practices o Give them something they want! o Product announcements and discounts o Open discussions o Dont over-post!

Twitter business basics

Personal vs. business accounts

Consider a separate business account for Twitter (must use a separate email address for each Twitter account created) Click Sign-Up Now o Enter full name o Create username (recognizable and short is good) May also make sense to use your name with the account rather than just the business name Provides transparency o Create a password o Enter a unique email address o Find friends for Twitter (optional using email address matching) Account o Include website URL (or blog)

Update Settings

o Good idea to add a one-line bio (note this is keyword searchable) limited to 160 characters o Include location o Choose language o Do not check Protect My Tweets if you want the public to view tweets Devices o Add mobile number if you prefer to use cell phone Notices o Select email alert preferences Picture o Upload an image (face or logo/product are suggested) Design o To change the default background

Tweeting and following Tweets Tweeting

Type something into the What are you doing? box online up to 140 characters and click Update o People following you will see your Tweet Tweet about a variety of bits of interesting information o General information about your companys industry Industry news (can be local) Retweet other interesting Tweets Questions Help requests or suggestions Personal information (transparency) o Company information Share exciting company news (press mentions) Product/location/team photos (www.twitpic.com) New product announcements Staff announcements Customer support Customer/client news Product tips and ideas Job Postings o Sales and marketing Event sign-up Sales and promotions Coupon code for Twitter followers Retweet contests

More info: http://www.pleaseretweet.com/category/twittercontests/ Other online or offline contests Online or in-store specials

Include links in the Tweet

Recommend using a site to shorten URLs Example: www.tiny.cc/ or http://tinyurl.com/

Re-tweet
To Retweet something someone else tweeted, click link to Retweet next to the Tweet on your Twitter home page

Followers
Start with some select friends, colleagues, suppliers, partner companies, and people Tweeting about your companys industry, products, brand, etc. Trending Topics these are popular items when you load the page on Twitter look through these to find others Tweeting about various topics Search topics to find other words or phrases of interest to you and view who is following some of these people may be good to follow

Attracting followers and following others

Promote your Twitter feed on other sites o Include Twitter URL everywhere online (website, emails, blogs, Facebook, etc.) o Add linked Twitter badges to your site(s) o Run a contest o Get Retweeted this relies on interesting/exciting Tweets o Talk about it with customers o Offline promotion of your Twitter account

Follow the Terms of Service

Read it before using Twitter for business (link in the footer on www.twitter.com) Key areas for business marketing on Twitter: o Do not impersonate or harass other Twitter users o Do not use any questionable/illegal images as background or profile image o Do not email Twitter users

o Links in Tweets cannot violate any of the Twitter Terms of Service

Best practices for Twitter success

Relationships In addition to the advertising/marketing message focus on building relationships with your companys audience Tweet often Aim to Tweet 5-10 times per day Engage Engage in conversation with others on Twitter be human and transparent Be modest Link to other partys content, recognize others, Retweet other content and post useful information about your industry or products and services Provide value Give Followers some good insights and value in your companys Tweets

Build your own social media marketing roadmap

Define your marketing goals and objectives
Set very clearly defined marketing campaign objectives Be sure the goals and objectives can be measured (specific realistic goals) Consider a phased Social Media marketing plan allowing time to develop and integrate each into your overall marketing strategy o Set a defined timetable with realistic goals

Create a personality and stick with it

Take smart risks to win: even if it means some people wont resonate with the personality youll build brand ambassadors from the people who do resonate with the personality. a. Humor b. Personality c. Customer Service FAST

Determine your audience

Understanding your customers, define your target Social Media audience Always keep your customers in mind when interacting on Social Media Choose which social media networks make the most sense given your marketing goals/objectives and your customers o Based on your goals/objectives, evaluate targeted paid advertising on Facebook

Select appropriate social media networks

Consider paid advertising

Put the plan in writing document the social media marketing plan and use it to track progress
o Measurement is critical in finding success data is readily available online, so optimization is relatively easy and affordable and will help drive higher ROI

Management approval
o If necessary, be sure to get management approval on the social media marketing roadmap prior to launching the campaign

Launch social media campaigns

o Drive campaign awareness both online and offline utilize all available marketing channels

Measure results
o Always monitor data and results and make changes to optimize campaign performance o Use different URLS for different promotion. Separate for each social media site. o Page performance metrics are available in Facebook. Takeaway: 2) Social Media can be measured: Use site data, tracking links, in-store coupons, etc. to track your campaigns in Social Media to obtain a very clear picture of the impact Social Media has on your company/brand.