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Social Media has become all pervasive —72% of all internet users are active on social
Social media has become part of our everyday lives• 74% of B2B marketing companies use Twitter to distribute content (
Content Marketing Institute)• 58% of marketers who have been using social media for more than 3
years report it has helped them improve sales (Social Media Examiner)
Social is now the top of internet activity: Americans spend more time on social media than any other major Internet activity, including email.
Social-mobile rules: 60% or so of social media time is spent not on not on desktop computers but on smartphones and tablets.
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• Low engagement/following • Brand and sub-brand misalignment/confusion (customer-
facing)• Brand inconsistency and low visibility on major channels
#1 Lack of a Social Plan
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Step 1. Identify your Target Audience and Their Channels.
Step 2. Consolidate and Link Your Social Profiles for Amplification.
Step 3: Work with Partners and Influencers
Goal: A social footprint that is strategic, centralized, and sustained
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Brand-Level Profiles Product Level Profiles Partners & Influencers
• Facebook (FB)• @Twitter• YouTube• Pinterest
• FB• YouTube• Pinterest
- Guest bloggers- Microsoft
Sample Social Channels and Profiles
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Channel Tactical Priorities Rationale (why?) Purpose/Goal
Brand communication, product awareness, consumer engagement/loyalty
Audience size and visibility, revenue generation potential
Educate customers; establish brand and product voice
Channel maintenance and account consolidation; content curation; evaluate performance for future strategic applications
Inherited profiles, inconsistent content, divided user community
Broaden reach; share content; improve SEO
Event enhancement, technique refinement, portfolio building
Ease of use, accessibility, popularity within industry
Industry/customer engagement; content syndication
Cross-channel engagement, content syndication, activate contributors
Educational presence, growing community, continuous sharing, new markets (homeschool)
Teacher engagement; expanded content reach
Targeting Channels and Tactical Priorities
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Content Strategy
• Org. announcements
• Thought leadership artifacts/events
• Partnership and affiliate activities
• Major product announcements
• Contest kickoffs
• Key sales campaigns
• Market news/media7
• Product announcements
• Contests and promotions
• Training events and resources
• Segment-specific news and media
• Author awareness/updates
• Articles, reviews, samples
Brand-level profiles Product-level profiles
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Recommendations
Socialize Social Media Company WideSocial media is a tool to be leveraged across the fabric of a company: different functions, uses and values.
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Recommendations
• Recruit SMEs to be content producers, moderators, etc
• Facilitate employees and co-workers in the Use of Social Media
• Amplify through the use of partners
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Create a Listening Culture
To Create a Winning Culture
