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Top tips for getting the best results from social media
Rosie Evans
Rev Marketing
What is it and why should I care?
What is social media?
• Websites and applications that enable users to create and share content
Social media channels revolve around:
• Collaboration
• Participation
• Transparency
• Digital word of mouth
Engagement
Benefits of social media
• Speed
• Reach
• Your story
• Their story
• Google & friends
• Website traffic
• Reporting
Popular social media platforms
• Facebook – 900 million monthly visitors
• Twitter – 310 million monthly visitors
• LinkedIn – 255 million monthly visitors
• Pinterest – 250 million monthly visitors
• Google+ – 120 million monthly visitors
Your audience and social media
• They are already there!
• What they want…
–Valuable
– Funny & entertaining
– Interesting
–Relevant
– Timely
–Polite & professional
Getting started
Make a plan!
• SMART goals: specific, measurable, attainable, realistic and tangible
• Identify key dates
• Target audience
• Measurement
• Tone of voice
• Content: What, frequency, who, when?
The content calendar
• Piggyback relevant events
• Write a blog
• Bulk schedule
• Leave room for spontaneity and breaking news
• Set yourself targets, eg: – 2 scheduled Twitter posts per day
– 2 pieces of engagement on Twitter per day
– 1 hour of engagement on Facebook per week
– 3 photos on Facebook per week
Who?
• Assign the responsibility
• Give deadlines
• Make the rules clear
• Define your tone of voice
• Junior team members
Hints and tips
• 140 characters incl. spaces, link & photo
• Use @tags and #tags
• Leave space for RTs, eg RT @Jotul_UK = 13 characters
• RT and reply to other people
• Follow followers of competitors, suppliers, regional accounts etc
• Meaningful engagement
LinkedIn: Personal
• Headline & photo
• Profile being complete and appropriate
• Personality, passion, professionalism
• What do the readers want to know?
• Contact information
• Tailored messaging and advanced search
• Groups
• What is the purpose of LinkedIn?
LinkedIn: Business Pages
• Are they looked at?
• How to expand reach
• Frequency & updates
• SEO
• Visual but vary posts
• Keep it short and sweet
• Use @tags and #tags
• Shorten links
• Like and comment on other people’s content
• Invite people to like or visit your page
• Boost posts
Blogging
• Structure
• Style
• Topics
• Deadlines
• Monitoring
• Writing for the web: reverse pyramid & F-scanning
Top tips
1. Be valuable and interesting
2. Share and engage with targeted people’s content
3. Listen and respond
4. Watch your competitors
5. Take advantage of opportunities – piggyback on existing campaigns
6. Measure!
Tools and measurement
Tools: Hootsuite.com
• DO use it to:– Bulk schedule
– Set up searches on your keywords
– Monitor and engage with conversations
– Shorten URLs
– Identify popular content
• DON’T use it to:– Send the same message across multiple platforms
Tools: SumAll.com
• Use to monitor Twitter performance
• See your reach and which accounts helped you achieve it
Tools: Facebook & LinkedIn
• Identify:
– Popular content
– Best time and day to post
– The demographics of your connections
• Download your data from Facebook
What to measure
• Use a traffic light system:
– Red = reduced too far
– Yellow = reduced but ok
– Green = Improved
Questions?
