This document provides information on social media strategy and management. It discusses why social media is important for building brands and reaching new audiences. It also provides an exercise to develop a social content strategy by determining business/audience details and content types. Additionally, it covers choosing social media profiles, tracking engagement with tools like Google Analytics, and how social signals can improve search engine rankings. Finally, it lists the most popular social media sites and 23 types of social media.

1. Geary LSF Social Media

2. TABLE OF CONTENTS
 Why is social media
important
 Exercise: Create a social
content strategy
 Management & Tracking

3. WHY IS SOCIAL MEDIA IMPORTANT?

4. BUILD YOUR BRAND

5. SOCIAL SIGNALS TO SUPPORT SEO
Likes
Shares
@mentions
Followers
Google + Circles
Note: Many of the search results from Facebook & Twitter are restricted

6. REACH A NEW AUDIENCE / FIND YOUR AUDIENCE

7. EXERCISE:
CREATING A SOCIAL CONTENT STRATEGY

8. WHERE TO START? DEVELOP A PLAN!
Create a content strategy. You can’t have a social media
strategy without a content strategy.
 Determine the type of business and offering
 Determine target audience
 Determine goals

9. Business Info
 B2C Business
 My target audience is 35 – 50 years of
age
Goals
 Expand the brand
 Become authority on new shoe
technology
THE FOOT

10. SOCIAL CONTENT STRATEGY EXCERSIZE
Topic Content Types

11. SOCIAL CONTENT STRATEGY EXCERSIZE
Topic Content Types
Shoes Informative
Accessories Guidance / How-to
Celebrity Shoes News / Trends
Question / Polls

12. CREATE CREATIVE CONTENT
 Did you know that shoes are only worn by 50% of the worlds
population? Help us change this. (Shoes + Informative)
 Shoetastrophy: Oh no! Did anyone see Kim kardashians
feetisode today! (Celebrity + News)
 Anyone know how do walking shoes and running shoes
differ? (Shoes + Question)
 20% discount every Friday if you can uncover the clues
@thefoot. Use #thefootclues to play (Shoe + CTA)
 Note: tagging your post can be done using management
software like hootsuite & Argyle Social.

14. MANAGEMENT & TRACKING

15. CHOOSING YOUR PROFILES?
 Wikipedia list 199 different social media sites
 There are 23 types of social media sites
 There are 6 major types
 Image Sharing Sites
 Social Networking Sites
 Microblogging Sites
 Blog Platforms Sites
 Video Sharing Sites
 Bookmarking Site
 Choose based on your audience and your business
 Choose industry specific sites if possible

16. CHOOSING YOUR PROFILES?
Image Sharing Social Network Microblog Blog Platform
Feed Bookmarking Video Sharing

20. SOCIAL CONTENT TRACKER
1. Informative /
News
2. Guidance /
How-to
3. Call to Action
4. Question /
Polls
Campaign A -
Shoes
Clicks - 9
Post - 1
CPP - 9
Clicks
Post
CPP
Clicks- 41
Post - 1
CPP - 41
Clicks - 33
Post - 1
CPP - 33
ampaign B -
Accessorries
Clicks
Post
CPP
Clicks
Post
CPP
Clicks
Post
CPP
Clicks
Post
CPP
ampaign C -
Celebrity Shoes
Clicks - 50
Post - 1
CPP - 50
Clicks
Post
CPP
Clicks
Post
CPP
Clicks
Post
CPP

21. GOOGLE ANALYTICS TRACKING

22. HOW AND WHY DO SOCIAL SIGNALS IMPROVE RANKINGS?
Direct
 Number of people that like your brand on Facebook
 Number of Facebook shares
 Number of Twitter followers
 Number of tweets mentioning your brand name or including a link to your website
 Number of people that “have you in their circles” (Google+)
Indirect impact comes from:
 Increased inbound links and citations due to improved online visibility/brand
awareness
 Increased positive reviews (in Google Local , Yelp, etc.) due to happier customers
 Decreased bounce rate, higher time on site, and more repeat visitors to your
website
 While the direct impacts are pretty straightforward, I’ll elaborate on the indirect
impacts.

23. 40 MOST POPULAR SOCIAL MEDIA SITES IN THE WORLD
Social Media Site Estimated Unique Monthly
Visitors
Facebook 750,000,000 Social Network
Twitter 250,000,000 Micro-blog
LinkedIn 110,000,000 Social Networking for
professionals
Pinterest 85,500,000 Image Sharing
Myspace 70,500,000 Social Networking for Music
Google Plus 65,000,000 Social Networking
Deviant Art 25,500,000 Social Networking for Art
Live Journal 20,500,000
Tagged 19,500,000
Orkut 17,500,000
Café Mom 12,500,000
Ning 12,000,000
Meetup 7,500,000
My Life 5,400,000
Multiply 4,000,000

24. 23 TYPES OF SOCIAL MEDIA SITES
 Blogs — Yes, your blog is a type of social media. The most
popular free blogging platforms are WordPress.com,
TypePad, and Blogger. I highly recommend a self-hosted site
with WordPress.org installed.
 Social Networking Sites — Focuses on building relationships
among people with similar interests and activities. Examples:
Facebook, MySpace, Friendster
 Social News — Users submit and vote on news stories.
Examples: Digg, PopURLs
 Social Measuring — Measure the quality of submitted
content. Examples: Technorati, BlogPulse
 Microblogging – Differs from traditional blogging because the
content is delivered in short bursts of information. Example:
Twitter

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THANK YOU
720 Market Street, Suite 600
San Francisco, CA 94102
t 650.616.8226
f 650.624.5412
www.gearylsf.com