Businesses should approach social media to build brand awareness, trust, and community through networking that expands their reach and increases sales. Florists have an advantage with social media because their visual, creative work lends itself well to engaging content on different platforms like Facebook, Twitter, Google+, Pinterest, LinkedIn, and Instagram. The document provides guidance on using each platform, including who uses it, what to post, and strategies for growing followers and engagement. It emphasizes being relevant, visual, and engaging while avoiding spammy or offensive content.

1. How Businesses Should Approach
Social Media

2. Brought To You By
FSN is an advocate for real local florists.
We provide the following services just for florists:
● Online Local Florist Directory ● Florist-to-Florist Transfer
● E-commerce Websites ● Free Marketing Resources
● E-mail Campaigns ● Social Media Assistance

3. “People do not care how
much you know, until they
know how much you care.”
― Theodore Roosevelt

4. Social Media is...
networking that expands brand awareness,
trust/authority and builds community,
leading to increased business.

5. Florists Have The Advantage
Why does social networking work so well for florists?
● Florists work in a very visual, creative field.
● Always have alluring content for visual sales.
● Easier than ever with smart phones.

6. Social Media
does not replace your
website.

7. Facebook
Facebook is not a place to make direct
sales, it is a place to connect to your
customers on their terms. (Build brand
awareness and customer loyalty)

8. Why Facebook?
● You will likely find more of your local audience
on Facebook than any other social platform.
● Easy to learn
● Fits into any routine
● Detailed analytics

9. Who's On Facebook?
316 million active users in the United States alone.
57%
Female
43%
Male
Demographics of Facebook

10. What To Do on Facebook
● Learn to use Facebook As A Page
Give more, ● Post at least 2 times a week, even
get more. if you have to schedule them in
By posting photos, advance.
asking questions,
and tailoring posts to
● Promote your website by sharing
get get more links in statuses and using links in
interactions (likes, photo captions
comments), you will
increase your Page's ● Share pictures of your best
visibility. arrangements to entice sales/gain
FB interactions (Don’t forget to add
a website link in the caption.)

11. What To Do on Facebook
When in ● Create Facebook Events for
Doubt, Think workshops, open houses and other
in Real Life store happenings.
When interacting
with customers on
● 'Like' Pages of authority (FSN) and
social media, those in your community (Chamber,
respond the way partner businesses, etc)
you would if that
person were ● Create An Offer, either online or in
standing in front store, to convert Likes to $$.
of you in real life. (Currently a free service.)
— Liz Jostes

12. What NOT To Do on Facebook
Keep it ● Don't overuse the same status
over and over again.
Relevant
Don't post random ● Don't 'sign' statuses or replies
videos or funny with shop names/phone numbers.
pictures on your
page just to be ● Don't offend (no political, or
posting. You will derogatory posts).
always find
SOMETHING
related to flowers
● Don't spam (Don't copy/paste
to post. your promotion on every Page
you can find).

13. Facebook – Who's Who
Trigs Floral, Minocqua WI
(Posts great photos!)
facebook.com/trigsfloral
Buds & Blossoms, Edgewood MD (Has great status updates.)
facebook.com/budsandblossoms
Something Sweet, Paragould AR (Uses photos to entice
facebook.com/budsandblossoms customers.)

14. “Social media works.
But you have to work it.”
― Randy Gage

15. Twitter
Twitter connects businesses to
customers in real time.
Businesses use Twitter to quickly share information
with people interested in their services, gain feedback,
and build relationships with customers, partners and
influencers.

16. Why Twitter?
● People follow Twitter accounts to be informed
and reminded about your services.
● Real-time voice for your shop.
● Fits into any routine.
● Can be automated.

17. Who's On Twitter?
140 million active users in the United States alone.
59%
Female
41%
Male
Demographics of Twitter

18. What Do I Tweet?
A Shop's ● Tweet about promotions, events or
workshops.
Public
Tweet photos of arrangements or
Broadcast
●
behind-the-scenes.
Think of tweeting as
short announcements ● Tweet reminders for holidays
and reminders for
what's happening in ● Retweet local announcements or info
your flower shop.
● Retweet anytime someone mentions
your shop.

19. What To Do On Twitter
Link Your ● Tweet with a real message, not just a
name and phone number.
Twitter Feed
Automate your Tweeting
● Use hashtags (#example) to tag your
by linking your most-used tweets, especially local and city tags.
social networks, such as
Facebook, to it.
● Use a URL shortener to fit longer URLs
in to 140 characters.
“I just posted 6 new photos
to Facebook.” ● Tweet anywhere with your mobile
phone.
However, it's not a good idea to
feed your Tweets to Facebook. ● Get your notifications sent to email for
effortless correspondence.

20. What NOT To Do On Twitter
● Don't be a self-promoting spammer.
No Personal ● Don't update every once in a while. It’s
Tweeting designed to be frequent! (Use Feeds)
When using Twitter for
business, avoid tweets
● Conversely, don't over tweet. Wait at
that are irrelevant to least few hours between tweets.
your business.
● Avoid auto-responders. Comes off as
“Eating lunch today with
friends” - Not okay
cold/tacky.
“Treating the whole staff to ● Don't add “PLEASE RT!” to every post.
lunch downtown today!”
- Okay! ● Twitter success does not depend on
your followers count.

21. Twitter – Who's Who
Monday Morning Flowers, Princeton NJ
@mondayflowers
Academy Florist, Winnipeg, MB
@academyflorist
FloristsReview, (Magazine)
@FloristsReview

22. Google+
Google+ is an interest-related social network
used for discussions and relationship building.
It's Google's Social Platform
If you want to play Google's Game, you have to
wear their uniform.

23. Why Google+?
● It's Google. Having a presence on Google+
could help boost rankings.
● Gives customers good directions to your store.
● G+ information & reviews show up on your
Google listing.
● All posts get seen, no post rank (like in
Facebook).

24. Who's On Google+?
90 million active users in the United States alone.
29%
Female
71%
Male
Demographics of Google+

25. What To Do On Google+?
Your Google+ ● Post as often as you are able
(scale this depending on
Local Page engagement).
Exists! ● Post pictures of latest
Find it in local search
and claim it by
arrangements.
clicking Manage This ● Post links from your website.
Page, under Is This
Your Business? ● Encourage customer reviews.

26. What To Do On Google+?
● Create an compelling and memorable
'About' tab.
● Organize your customers with Circles
(VIPs, Men, etc.), post specific content
to each.
● +1 Posts from friends and customers.

27. What NOT To Do on Google+
Keep it ● Don't overuse the same status
over and over again.
Relevant
Don't post random ● Don't 'sign' statuses or replies
videos or funny with shop names/phone numbers.
pictures on your
page just to be ● Don't offend, no political, or
posting. You will derogatory posts.
always find
SOMETHING
related to flowers
● Don't spam Don't copy/paste
to post. your promotion on every Page
you can find.

28. Google+ – Who's Who
Designs By David, Los Angeles CA
gplus.to/DesignsDavid
Trias Flowers, Weddings & Gifts, Miami FL
gplus.to/TriasFlorals
Mayesh Wholesale Flowers, (Wholesaler)
gplus.to/Mayesh

29. Pinterest
Pinterest is an photo sharing, social media
tool used to create and manage theme-
based image collections.

30. Why Pinterest?
● It's a custom-made visual storyboard or
portfolio for your potential audience.
● More than social media, Pinterest is a social
tool you can use online and in store.
● Visually show customers what you have done,
can do, and also what you want to do.

31. Who's On Pinterest?
21 million active users in the United States alone.
82%
Female
18%
Male
Demographics of Pinterest

32. What To Do On Pinterest?
Make A Range ● Pin great photos.
of Boards ● Use good pin descriptions
Good idea to plan your with keywords.
board strategy.
● Use calls-to-action when
If you could build your linking to your website. (Click to
own selection guide,
what chapters see more of our Mother's Day
(boards) would you selection...)
use?

33. What To Do On Pinterest?
Always Give ● Pin pictures of your own
Due Credit arrangements with links back to
your website.
Never strip the credit
link from pins, unless ● Repin pictures of designs you
they are wrong and
WANT to create from others in the
you are correcting
them.
industry.
● Use the mobile app to easily upload
your own photos and pin on the go!

34. What NOT To Do on Pinterest
Keep it ● Don't edit pins that aren't yours
to link to your website.
Relevant
Keep the recipes ● Keep boards organized, don't
and beach pictures post a bunch of cookie recipes to
to your personal your red roses board.
Pinterest.
● Don't ignore the descriptions.
Using good descriptions with
keywords helps get your pins
found.

35. Pinterest – Who's Who
TCU Florist, Fort Worth TX
pinterest.com/TCUFlorist
Allan's Flowers & More, Prescott AZ
pinterest.com/allansflowers
Flower Shop Network,
pinterest.com/flowershopnetwk

36. LinkedIn
LinkedIn is a business-oriented social
networking site that helps you find and be
found by expertise.

37. Who's On LinkedIn?
175 million registered users.
50%
Female
50%
Male
Demographics of LinkedIn

38. Why LinkedIn?
● Increase professional awareness.
● Gain access to business tools and forums.
● Find and connect with professional and
corporate clients.

39. What To Do On LinkedIn?
Optimize Your ● Fully Complete Your Profile
including a professional image and
LinkedIn URL website link.
Use your company
name or other specific ● Connect with colleagues,
keyword in your partners and those in the industry.
LinkedIn profile URL to
help it get found by ● Give and Receive
search engines. Recommendations by asking
people in your network if they’ll
provide one for you, and offer to do
the same for them.

40. What Not To Do On LinkedIn?
Not Your ● Don't Lie on your profile.
Kid's Social ● Don't ask for or endorse people
Network you don't know, again, it's all
Remember LinkedIn is about truthfulness.
a professional social ● Work Your Connections -
network. Don't tYpE
LiKe Dis. Don't make LinkedIn is about building on
spelling errors. No wild relationships you already have.
photos. Keep it (This is not Facebook)
professional.

41. Instagram
Instagram is a popular smartphone social
tool that allows you to easily create
beautiful photos and share them to many
different social networks with just a few
clicks.

42. Why Instagram?
● Using filters, you can create great-looking
photos on the fly.
● Easily share these photos with your social
networks.
● Very user-friendly.
● Geo-targeting lets you reach your local
audience.

43. Who's On Instagram?
90 million active users.
52%
Female
48%
Male
Demographics of Instagram

44. What To Do On Instagram?
Create A ● Use filters and tilt-shift to make
photos look better.
#Hashtag
Create and use a ● Post often, but only once or twice a
unique hashtag for day.
your flower shop to ● Use hashtags, especially your city's.
use in pics of flowers
and products. ● Use Instagram to post to your
#CityFloristBostonMA
shop's Facebook Page.

45. What To Do On Instagram?
● Geotag your location when posting from your
shop. (Geo info reads from FourSquare.)
● Encourage others to tag your products in their
pictures with your hashtag.
● Find users that get results and use similar
strategies.

46. What NOT To Do on Instagram
● Don't post pictures that you did not take.
● Don't offend. Don't post about anything
political or offensive.
● Don't ignore the descriptions and
hashtags.

47. Instagram – Who's Who
English Garden Florist, Raleigh NC
instagram.com/englishgardenraleigh
La Boutique Pompon, Paris FR
instagram.com/boutiquepompon
P. Allen Smith, Arkansas
http://instagram.com/pallensmith

48. Social Media Cheat Sheet
● Use a separate Business Account for your shop,
instead of a personal profile, if possible. (Facebook, Twitter,
Pinterest, Instagram)
● Choose a profile picture and stick with it. Use your logo
or shop photo, something memorable. (Any platform)
● Fill out your Business Information completely and
consistently, including a link to your website. (Any platform)
● Find businesses who do social media well, and follow
their lead. (Any platform)

49. Cheat Sheet - Posting
● Make sure your posts are adding value to your page.
● Remember — be engaging to your followers, no matter
how many or few you have.
● Monitor your social networks. Whether you check them
every day, or have updates sent to email, always monitor.
● Be real. Just remember to be yourself and represent your
flower shop as you would in the store.
● Learn the times of day your audience is most active
online and schedule posts around that time.

50. Cheat Sheet - Lingo
● Hashtags - a word or a phrase prefixed with the symbol
#. When used, it adds your message to the group of
messages that also contain your keyword. (Twitter, Google+,
Instagram)
● Mentions – Mentions are a way of tagging (or
mentioning) someone you are connected with in a status
update, tweet or comment. Use @Username to mention
someone. (Facebook, Twitter, Google+, Pinterest, Instagram)
● Shares, Retweets & Repins – Just like forwarding email,
shares and retweets are pushing information from the
original source to post on your own page, feed or board.
(Facebook, Twitter, Google+, Pinterest)

51. Cheat Sheet - Followers
● Concentrate on local followers; they are more likely to
become customers.
● Inviting – Invite friends, family and staff to like your page.
You can also usually find followers to invite by e-mail.
● Following Others – Find others in your community on
social networks and follow them. Follow profiles of
authority in your industry. (Networking and gives you
content to share.)
● Use Hashtags - especially city-specific tags when
appropriate. #florist #BostonMA They will help you get
found locally.

52. Social Calendar
Daily Social To-Dos
At least once, daily. Topics To Post About
● Current holidays
● Post photos to
Facebook/Instagram (Photos ● Birthdays
gain the most interactions.) ● Sympathy Flowers
● Ask questions in Facebook ● Romance
statuses. ● Just Because Flowers
● Post about the latest shop ● Get Well Flowers
news on Facebook /Google+ ● New Babies
● Share articles from your blog ● Houseplants & Gifts
or from the floral industry.
(Don't forget, you can schedule a lot of this to go out automatically.)

53. Social Calendar
Monthly Social To-Dos
Tasks to consider each month.
● Send out monthly Emails.
● Manage reviews on your site and other social review sites
(Yelp)
● Like/Comment on fellow Pages in your community while
Using Facebook As Your Page.
● Make a shop video!

54. Social Calendar
Occasional Social To-Dos
Try doing these tasks every 3-6 months.
● Organize photo albums with only best photos, good names,
description and cover photos.
● Write a guest article for a local or industry blog/magazine.
● Organize a flower photo shoot to get exceptional photos for
promotional materials.
● Host an open house or workshop and promote with
Facebook/Google+ Events. (Don't forget to post pictures from the
workshop to Facebook/Instagram.)

55. Social Feeds
Social Feeds Make Being Social Easy,
But you have to do it right!
Pinterest
FB Instagram
Link
Link
Your Website
● Try to link back to your website
Link To Your Website!! as much as possible.
● Use Facebook to announce or
Twitter post new content.
Link posts back
● Twitter will auto announce new
activity for all social posts and
updates.
Connected to share updates
where the arrow is pointing.

56. Social Resources
Facebook Timeline For Florists
http://bit.ly/YygaMq
What Is Pinterest & How Can It Work For Florists?
http://bit.ly/H2f6z3
Instagram & Florists
http://bit.ly/XE8XeG
Setting Up Your Google+ Business Page
http://bit.ly/YygaMq

57. Questions?
Jamie Jamison Adams
SEO/Inbound Marketing
FlowerShopNetwork.com
jadams@flowershopnetwork.com