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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.
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Introduction to 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)
Account Management
Hootsuite
TweetDeck
Facebook Pages
Find what works for you.
Get the Basics Down
Twitter Jargon
#Hashtags
@
RT/Retweet
Favorite
Mentions
Trends
Lists
Hashtags
▪ 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
Top Influencers
Customers (current and former)
Brand Advocates
Employees
Competitors
Media & Community (target area)
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 those users.
Keep checking back on these lists as they grow.
Engage with new followers to keep momentum going.
Building Your Audience
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
Hashtags
Search Function
Keywords/Phrases
RTs & Favorites
RTs & Favorites from Top Influencers
Start a Dialog with a Top Influencer
Influencer Follower/ List
Influencer Following List
Engaging Your Audience
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 channels.
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 businesses.
Image: entrepreneur.com/article/236618
Quick Hit Analytics
How to know what’s working and what’s not.
Twitter Analytics
Follower Growth
Keep an eye out for follower spikes.
What caused it? Can you duplicate it?
Are they quality followers?
Image: Hootsuite Reports Image: Twitter Analytics
Google Analytics
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 engagement rates.
Images: Facebook Insights
QUESTIONS?
Nicole Knoll, Digital Marketing Strategist, Geonetric@nverhey
