Social Media 101 - September 2021

Social Media presentation given by Sharon Mostyn of Mostyn Marketing Group for SCORE SWFL and the Southwest Florida Enterprise Center.

1. Social Media 101 September 2021

2. Social Media Platforms Basic Social Media Strategies Managing Your Social Media Social Advertising & Metrics Agenda

3. Content is Fire; Social Media is Gasoline. ~ Jay Baer Convince & Convert

4. Social Media – unlike other advertising channels – is fundamentally a one-to-one, person-to-person communication platform. Social media has fundamentally changed the way most of us interact & engage with brands and with one another Social media communities are built organically – they are comprised of relevant people who are genuinely interested in what you do The biggest mistake you can make in community building is forgetting that these communities are composed of people who want to have a conversation – not get bombarded with marketing messages Social Media Platforms

5. Social Media Platforms Source: https://seodesignchicago.com/marketing/social-media-platform-comparison/

6. Source: https://seodesignchicago.com/marketing/social-media-platform-comparison/ Social Media Platforms Source: https://seodesignchicago.com/marketing/social-media-platform-comparison/

7. When is the best time to market on a specific channel? Reach the right audience, at the right time, with the right message Using Social Media Channels Effectively Source: https://hootsuite.com/research?businessSize=enterprise&industry=staples

8. Social Media Usage Not all social media platforms work for every company so make sure the channels you use reach your target audience. When you find the right platform, your audience is regularly there.

9. Which Social Media Platform(s) Do I Use?

10. Facebook is the world’s largest social network, with about 2.4B users worldwide and nearly 80% of US Adults logging on regularly. Features: FB Live – Video, Video, Video! Groups – Groups tend to be excellent places for companies to create communities, showcase thought leadership, and build rapport. Insights – Audience Insights is a goldmine of information. Use it! Facebook

11. Unlike most social networks, success on Instagram requires a (relatively) high level of content curation and planning. Features: Organic Posts: Single unique Images, Image Carousels, Videos Explore Page - content is unique to each user and generated from the IG algorithm based on user activity and interests Instagram Stories - allows you to post photos and videos that disappear after 24 hours, great way to run “limited time specials” IGTV (Instagram TV) – create longer videos (>1 min) that take over your whole screen Instagram

12. “Facebook for Business” – users can create “company” LinkedIn pages, as well as “showcase” pages to highlight specific brands/products/capabilities. Users can follow “influencers” or companies. Features: Groups – About 75% of LinkedIn conversations happen in groups; smart participation in the right groups can be a game-changer for most businesses. SlideShare – professional content sharing of presentations and infographics. Analytics – Learn more about company page visitors, followers, post impressions, and button clicks. LinkedIn

13. Where Does Social Fit In?

14. Basic Social Media Strategies Source: https://www.allbusiness.com/the-differences-between-paid-earned-owned-and-shared-media-4246-1.html Business Objective Social Media Goal Metric(s) Grow the brand Awareness (these metrics illuminate your current and potential audience) Followers, shares, etc. Turn customers into advocates Engagement (these metrics show how audiences are interacting with your content) Comments, likes, @mentions, etc. Drive leads and sales Conversions (these metrics demonstrate the effectiveness of your social engagement) Website clicks, email signups, etc. Improve customer retention Consumer (these metrics reflect how active customers think and feel about your brand) Testimonials, social media sentiment, etc.

15. Fully understand the goals & questions your potential customers have at each stage – if you do that, you can effectively guide them no matter where they choose to get their information and engage. ~ John Jantsch Duct Tape Marketing

16. Social Media Strategy Phases Update social profile information (content & design) Test new social media features (live stories, etc.) Begin content creation and scheduling Begin proactive engagement in social media Social Media Phase 1

17. Social Media Strategy Phases Gather and promote user generated content Review the number of accounts being followed (quality over quantity) Identify new accounts to follow in each channel Optimize & upload new videos, if created Social Media Phase 2

18. Managing Your Social Media

19. Social Media content needs to both meet the expectations of your target audience and offer real value The types of content you post should fit with the overall intent/“feel” of the platform – for instance: Facebook: Text Posts, Images, Video, Infographics Instagram: Photos, Videos LinkedIn: Blog Posts, Whitepapers, Slideshows Social Media Content

20. Community Building Social media provides a platform for your organization to turn brand advocates (i.e. the people that love you) into one of your most effective advertising mediums – if you can cultivate a strong, loyal audience. People only trust about 23% of companies People also trust about 90% of peer recommendations on social media, even if they don’t know the person making the recommendation Image Credit: Mod Girl Marketing

21. Social Media Calendar: The 4-1-1 Rule Inspire & Inform The vast majority (66%) of your posts should be “Early/Mid-Stage” posts focused on informing people about your brand, inspiring them, etc. These can be facts, stories, infographics, behind-the-scenes posts, #TBT posts, whatever. Not. Sales. Focused. Soft Sell One out of every six posts can be “a soft sell” – think of this like a newsletter sign up, a coupon promotion, a whitepaper, etc. Don’t be overly sales-y with this one, but it is an opportunity for you to capture info from members of your audience who are ready to take the next step Hard Sell OK, you’ve been good. FIVE whole posts without a shameless sales pitch. Here’s your chance. Keep it simple, keep it on-brand and keep it focused. All that good work can be undone with just one single bad post.

22. Test posts that are staggered throughout the day. Content is platform-specific but overlaps where appropriate/necessary (within reason). The overwhelming majority of posts can be done well ahead of time so everything is scheduled in advance. All of the materials are self-contained – so anyone on your team can easily pick up where you left off (if you’re sick for a day, for instance). Social Media Calendar

23. Social Advertising

24. Define and measure the metrics that matter. Engage your audience with your new content and monitor everything you do. Include in your monitoring: Key metrics - Constantly monitor the metrics that matter most for your brand. Your social channels - What’s working? What can work better? Your industry - Is there a trend to jump on? A crisis looming? Competitors - Is there something they’re doing that you’re not? Learn from them!! Social Media Measurement

25. Social Media Checklist

26. Daily & Weekly Tasks

27. What If I Only Have 10 Minutes? (The Basics)

28. What If I Have A Little More Time? (Starting To Engage)

29. What If I Want To Grow My Social Following?

30. Thank you! Questions? Sharon Mostyn [email protected]