Keys to Social Media Success

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1 Keys to Social Media Success Consistent Content You don't have to post every hour, but be consistent. Responsive Interaction Join the conversation, ask questions, and provide customer service Evolve Social Media Changes, your customers' habits change. Adapt. Always Be Testing Then you know your evolution is relevant. Create Social Incentive 2 for 1 deal if you share this post, and group offers. Short Copy Then Long Copy Small social post linking to an in-depth, rewarding article or video. Call To Action (CTA) Ask for the share, the follow, the like, the retweet, and the sale. Lists On Twitter, Facebook, Instagram, Pinterest, and blog posts, lists win. Storytelling Tell them something they didn't know and you'll sell plenty. Be Visual Images stand out in a newsfeed and communicate ideas quickly. BONUS: Social Media is a lifestyle... How much of that lifestyle can you adopt?

2 Social Media Standards and Values Use this guide and worksheet to define the role of your Social Media Manager. You can hire for the role, or add it onto an existing employee's responsibilities. Keep in mind the scope for work you're giving them. Defining this role will help your manager create and post content that matters to your audience. It will also help him/her to adopt the right tone when responding to praise, questions, comments and complaints online. Values What kind of tone/personality? Your business has a personality. It's what your customers enjoy. That should be experienced on social media as well. Funny, serious, precise, casual, technical, emotional, etc. What qualities are important to you and your customers? Humility, honesty, confidence, luxury, reliability, etc. Keywords What terms or phrases do you want to be recognized for on search engines? What are people searching for? Flower arrangements in North Bay, good food in Mattawa, cute women's clothes, small business accounting. Post Structure Structure each post so that they are easy to read and recognizable. For example: [message] [hashtag] [call to action] [link] Frequency How often does your audience expect content to be posted?

3 Content Mix Decide on a preferred mix of visual, written, or video content. Also, determine a mix between promotional and non-promotional content. For example: 60% Visual, 40% Articles, and then 20% promotional, 80% non-promotional. Content Sources Create a list of approved content sources (Mashable, Forbes, niche blogs) that your social media manager can share content from. What do they retweet/share and what do they like/favourite? Usually, share or retweet content that your audience would enjoy as well, like or favourite positive comments or posts about your business. Success Metrics How do you define a successful Social Media Effort? Likes, Followers, Retweets, shares, click-through, time on page, leads, sales, etc. Tracking Structure How do you track that success? Do you use analytics and reporting software? Do you have an Excel spreadsheet that your manager can record metrics in? General Employee Social Media Conduct Make employees responsible for what the say about your brand on social media. This can be good in two ways: they become brand advocates, and they watch their attitude when they talk about your brand online (at least while employed). Worksheet on next page...

4 Social Media Standards and Values Worksheet Values Keywords Post Structure Frequency Content Mix Approved Content Sources Content Types: Promotional Mix: Like or Share? Success Metrics (Prioritized) Tracking Procedure

5 Social Media Tools Sharing Buttons for your website: Addthis.com Sharethis.com Facebook Like Box or Comment Feed Twitter Widgets From your profile, go to settings. Click on Widgets in right hand menu. Click Create new button. Choose your widget. Click Create widget button. Copy code to your website. Pinterest Board Widget Bufferapp.com Post to many accounts at once and track their engagement. Topsy.com Twitter research tool. Find the people that are sharing the content that matters to you audience. Canva.com Easily create images for social media. Flickr.com Search image in Creative Commons to use for social content and advertising. Unplash.com Completely free, high quality photos for any business or personal purpose. Google Keyword Planner Find which keywords and phrases are searched more often. Google Trends Compare keywords and phrases to see their popularity over time. Open Site Explorer Measure the popularity of a web page, see who else has linked to it. BuzzSumo.com See how often a web page has been shared on social media. Hootsuite.com Paid software that allows you to manage multiple social media accounts from one location. SproutSocial.com Paid software that allows you to track social media performance and manage multiple accounts from one location.

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