How you use social media affects your success.

2. Social media is valuable for businesses of any size or industry and finding customers on social media has a direct impact on sales and your bottom line.

3. How you use social media affects your success.

4. 41% of people tend to unfollow brands that share irrelevant information on social.

5. PROFILES & BIOS

6. ProfileImage • Image reference

7. ProfileTips • Keep it iconic • Consider the framing • Upload a high resolution image

8. Iconic Avoid text as it will not be legible. Plus, your company name is always next to your profile picture.

9. CIRCLESQUAREBOTH? Profile Frames Facebook LinkedIn Twitter

11. ImageSize High Resolution for a clean, clear image. Facebook: 360 x 360 pixels LinkedIn: 400 x 400 pixels Twitter: 400 x 400 pixels Use images at these sizes or higher.

12. BannerImage • Image reference

13. BannerTips • Branding not Marketing • Consider desktop and mobile scaling • Use a high resolution image

19. ImageSize High Resolution for a clean, clear image. Facebook: 820 x 312 pixels LinkedIn: 1536 x 768 pixels *300 Twitter: 1500 x 500 pixels Use images at these sizes or higher.

20. PROFILES & BIOS • Make sure that fields are filled in completely and accurately • Include brand messaging • Try to use the same handle across all channels • Adding links • Pinned posts- make sure they are relevant

21. POSTS

22. CONTENT IS KING Before posting, think about why you are posting content. • Create purposeful content • Engage your audience • Set a tone Direct users to your site when appropriate. • Blogs, product pages, services, etc.

23. ENGAGING CONTENT

24. COMPELLING VISUALS • Videos • Photos • Infographic • GIFS

25. CONTENT IDEAS Generally, you should be posting on social media no less than 2 times per week. • Holidays (good for engagement and goodwill) • Service related • Product related • Seasonal sales • Client/Customer Testimonial • Tell people about new blogs or news • Tip: after you put a URL in Facebook and LinkedIn post, a picture populates, you can delete the URL and the link will stay.

26. THE HASHTAG # • Increase reach and visibility • Make content viewable by anyone who is interested in a specific hashtag. Also known as the pound sign prior to 2006.

27. CREATE CONTENT FOR YOUR TARGET AUDIENCE

28. CONSUMER SENTIMENT

29. BUSINESS TO BUSINESSB2B

30. GOALS

31. SETTING GOALS AND OBJECTIVES • Who, What, When, Where, Why • This will determine which social media channels you should be on, what tone of voice you want to use, and decide budgets and efforts. • Do you want to acquire customers or raise awareness. • Set a tone

32. SOCIAL MEDIA MARKETING GOALS Sorry, but the social media marketing game is not just about likes and shares. Social media goals should align with overall company goals and will depend greatly on industry, size of company, audience, competition, etc. • Branding Goals • Awareness • Positive Sentiment • Relationships • Loyalty • Revenue Linked Goals • Increase Website Traffic • Desired Behavior • Generating Leads • Increase Sales/Conversions

33. DEFINE YOUR GOALS SMART Goals • Specific • The more specific you are, the easier it will be to create a plan. • Measurable • Make sure a goal is trackable and define how you will measure success. • Attainable • Think realistically and do not set yourself up to fail. • Relevant/Realistic • Does this drive the business forward? Know your capabilities and when to seek help. • Timely • Give yourself a deadline!

34. WHAT METRICS TO TRACK • New followers • Reach- total number of people who see your content • Engagement- Shares, comments and likes are useful to make sure you are posting content people want to see • Clicks • Posts- when there is a correlation between number of posts and engagement and reach this can be useful to justifying additional posts and content. • Traffic- the more traffic to your website from social, the better • Conversions

36. KNOW YOUR AUDIENCE Who are the people liking, sharing, following from social media? • Age • Location • Income • Education • Career • Interests

37. KNOW YOUR COMPETITOR Not only are you going to be able to get some intel, but you will be able to find a little inspiration for messaging. • Who are your competitors? • What social channels are they using? • Is their marketing effective? • What type of content do they produce?

38. STRATEGY DEPENDS ON PLATFORMS • Facebook – Facebook sends out a lot of traffic. More than any other network. Since it’s geared towards news and entertainment you want to keep your content light and entertaining. And video content performs the best here. • Twitter – Twitter is more a news platform. Curation and retweeting is thus encouraged here. You want to focus trending hashtags and topics. • LinkedIn – The professional network where industry articles, interesting data and short, to-the-point sentences go a long way. • Instagram – A platform well suited for visual brands. Pictures, call-out quotes and short videos are doing well here. • Pinterest – Also great for visual brands as it’s completely geared towards imagery. Most users look for inspiration here.

39. CONTENT CALENDAR