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Using Social Media
to Build Your Business
Jenny Selig

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Introduction
 Why Social Media…?
 Exposes you to admiring fans and followers
 Drives traffic to your website
 Generates leads, i.e. potential customers & clients

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Introduction
 Problem
 How do I use social media to do this?
 I’ve gotten into the game too late!
 Good News
 Do a little up-front work
 Make a plan
 In this seminar…
 Competitive Analysis
 Find & Create Content
 What Content To Post Where
 Quick Wins
 Be More Efficient
 Leverage Other Marketing
Channels To Boost Social Media
 Ready? Let’s go!

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Step 1: Perform a Social Media
Competitive Analysis
 Grab your list of competitors
 Browse their website (especially blog) for social
media follow and share buttons
 Visit their social media profiles:
 Facebook
 Twitter
 LinkedIn
 Pinterest
 Other

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Step 1: Perform a Social Media
Competitive Analysis
For each social network, you’ll want to note:
 Number of fans/followers
 Frequency of posting
 What kind of content is posted
(photos, videos, blog
posts, data, jokes, polls)
 How much content is
theirs, versus how much is
sourced
 Fan engagement
(Likes, Shares, Comments, etc.)
 Revisit these metrics regularly

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Step 2: Find & Create Content
 Determine the social media network(s)
that are right for you
 Create your profile(s)
 Get active on social media to
grow your reach
 Being active on social media
means you need one thing:
 CONTENT
 What are you going to say about your
company / product / service
 Create content that lives on
your website

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Step 2: Find & Create Content: Visual
 Take behind-the-scenes photos of your employees,
customers and office happenings
 Share videos: interviews, quick tips and how-to
 Find cartoons about your industry - someecards.com
 Insert an interesting data point into a visual –
overlay the data in big, bold text over a an image –
or turn words into an image - shareasimage.com
 Create a chart or graph with data your fans & followers
would care about
 Publish infographics - your own or others - visual.ly

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Step 2: Find & Create Content: Blogs
 Blogs are a great source of content - online journaling thru
words & photos, i.e. food, hobbies, interests
 Use others or your own - If YOU are already a blogger…
 Republish your “evergreen content” –
content that withstands the test of time
 Review old blog posts to
ensure they all have relevant,
up-to-date calls-to-action
 Reach out to guest bloggers -
product & service reviews

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Step 2: Find & Create Content: Offer
 Create a blog bundle - compile a few blog posts about one topic
 Re-launch an old offer, coupon or special
 Introduce a new product/service; promote an upcoming event
 Jot down the answer to a common question - people love a good FAQ
 Conduct a quick interview - either on video or via email
 Create templates and checklists, i.e. cheat sheets
 Repurpose your presentations - Power Points can be converted into
downloadable PDFs
 Do a data compilation of all the critical data points someone in your
industry might need to know
 Publish excerpts from existing content, i.e. guides, studies, white
papers, eBooks
 Reach out to partners to create co-branded content

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Step 3: What Content To Post Where
 Social Media Cheat Sheet

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Step 3: What Content To Post Where
 Facebook:
 Visual content with explanatory
text to give the visuals context
 Visual content has higher
engagement, and the more
engagement your content has,
the greater the reach!
 Be more personal with the
content you post, since it’s where
people go to chat with friends...
not coworkers
 Twitter:
 Short and sweet
 Find the most compelling
part of the story to include
in your tweet copy
 Pulling a shocking data
point from your blog post is
more likely to make
followers re-tweet your
content and click the link in
your tweet than the title of
your blog post

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Step 3: What Content To Post Where
 LinkedIn:
 Users have a longer attention
span than people on other social
networks
 Craft more text-heavy status
updates
 Post more lengthy content
 Speak in a more promotional tone
about your products and services
 Pinterest:
 Post all visual content you
create
 Users value quality images, so
everything you post should
look beautiful to get the most
re-pins and followers
 Descriptions should include a
link back to your website to
turn that traffic into leads
 Create boards that are both
directly and indirectly related to
your brand

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Step 4: QUICK WINS: Facebook
 Create a Business Page, not a Profile
 Post tons of photos - they get the most likes and shares
 Show some personality! Posts with self-referential words,
like “I” and “me” tend to get more likes
 Use Apps, i.e. YouTube, Pinterest - try woobox.com
 Use a social media sharing tool
to share any page your reading -
try bufferapp.com
 Posts published on weekends
receive a higher percentage
of likes and content posted
later in the day gets more likes
and shares (likes peak 8PM EST;
shares peak 6PM EST)

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Step 4: QUICK WINS: Twitter
 Write tweets between 120 and 130 characters for the most
click-throughs
 Place links 25% of the way through your tweet for the best
click-through rate (CTR)
 Tweets with the words “via,” “@,” “RT,” “please,” and “check”
have higher CTR’s than those
without
 Write tweets with more action
verbs and fewer nouns to get
more clicks
 Tweet on Friday, Saturday and
Sunday for the best CTR, and
later in the day instead of the
morning

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Step 4: QUICK WINS: LinkedIn
 Claim your vanity URL i.e.
http://www.linkedin.com/in/jenniferselig
 Post Company Status Updates to your company followers
 Link your Twitter account to LinkedIn and share status updates
on Twitter, and vice versa
 Optimize your profile to get found by people searching LinkedIn
for key terms with which you want to be associated; add these
keywords to your
headline or summary
 Use Apps, i.e. SlideShare,
Events, Blog linking

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Step 4: QUICK WINS: Pinterest
 Descriptions that are about 200 characters long are
re-pinned the most
 Find content with words like “quotes,” “products,” “DIY,”
“inspiration,” “books,” and “ideas.” These words are the most
frequently pinned on Pinterest
 Expose yourself by
repinning, liking and
commenting on other pins;
Your brand's name, logo and
profile will be seen in their
Recent Activity
 Make your images tall!
Taller images get more
re-pins

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Step 5: Be More Efficient
 Utilize the following tools:
 Social Media Calendar
 Set aside one day a week to craft all of your social media content for the
week
 Select a mix of visual content, blog posts & offer content you’d like to post
on each social network
 Craft an update or tweet to go along with each piece of content, and
denote what day and time that piece of social media content will be
posted
 Social Media Scheduling Tool - try hootsuite.com
 Social Media Monitoring Tool - try google.com/alerts
 Check in on each network
hourly/daily to engage with
fans and followers, and
address any problems

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Step 6: Leverage Other Marketing
Channels To Boost Social Media
 Integrating Social Media and Email
 Add FOLLOW buttons to every email
(Follow Us on Twitter/Facebook/LinkedIn/Google+)
so you can reach potential customers through social channels
 Add SHARE buttons to every email
(Share on Facebook!/Tweet This!/Share on LinkedIn)
so recipients are encouraged to share your
email content with their personal networks

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Step 6: Leverage Other Marketing
Channels To Boost Social Media
 Integrating Social Media and Blogging
 Include social media SHARING buttons so readers can easily share
your content with their social networks
 Include social media FOLLOW buttons on your blog so readers can
easily follow your social media accounts
 Monitor which blog content
performs best so those posts
get the social media face time
they deserve

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Step 6: Leverage Other Marketing
Channels To Boost Social Media
 Integrating Social Media and SEO
 If you have a keyword strategy you’re using for your website, apply
it to your social media content
 Carefully word your posts & tweets and include links to pages on
your website you want to rank for
 Social media content is being indexed and
returned in search results - you should get
every bit of organic help you can!

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Step 7: Any Questions?
Jenny Selig
jenny@epopmarketinggroup
919-402-7583 / Innovation Center Suite 201