Social media can be scary for those just beginning to delve into the online world or who are unsure how to navigate its fickle waters. Fortunately, you can use our experience to bypass all the question marks and hit the ground running. If you have any questions, contact us: facebook.com/herofarm twitter.com/herofarm signal@hero-farm.com (Message us if the links in the document aren't working and we'll send you the webpage)

1. 101
SOCIAL MEDIA
HOW TO BEST USE YOUR BRAND’S ONLINE PRESENCE

2. Although social media doesn’t cost anything, it certainly isn’t “free.” It costs time --
a lot of it. And it can be a daunting task, especially for those who are unfamiliar
with it or are just occasional users.
ANSWERS
While this Social Media 101 guide does not have all the answers, it will help give
you starter tips to get the most out of your online outreach.
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3. Rule #1:
Have Fun & Don’t Overthink
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4. #1: H ave fun
Rule
It's called "social" because it's all about getting to know people, and letting them get
to know you and your business in a relaxed, friendly manner.
It's also known as "networking" because that is the goal: to create a network of
personal connections with your target market.
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5. Rule #2:
Don’t make it all about you
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6. u
l about yo
tm ake it al
: Don’
Rule #2
Don’t use social media to overtly market or sell. Instead educate, enlighten, inform and
entertain your audience. Offer advice, tips, resources or links to useful information.
By doing this you’ll position yourself and the company as an expert in your field and
often benefit from the “halo” (re-post/re-tweet) effect.
ME ME
WE
ME ME
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7. Rule #3:
Facebook isn’t the only game in town
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8. n
e in tow
only gam
k isn’t the
#2: Faceboo
Rule
Good marketing is more than setting up a Facebook page. Facebook may not even be the
best social network for you to be on. For instance, a user base that is female heavy
would indicate you may have more success connecting with those customers on a
network like Pinterest. Likewise, you might connect most with users who love video
through an app like Vine.
Since it is the most popular website to ever exist, the temptation is to put all your eggs in
its basket. But! There are many options out there and more are sprouting up every day.
Depending on who your customers are and how they spend their time online, it’s good
practice to continually review what’s out there. Who knows, you could be a first mover
on a rising network.
For a comprehensive list of networks, click here.
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9. Social Media Do
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10. Social Media Do
Provide engaging
Interact content & ask Know your Post positive, Listen to
with followers open-ended questions audience simple c ontent followers
+ + + +
(handholding not required)
+ + + + +
Post pictures, Update content Track your Hold contests Be yourself Allow followers
video & music regularly posts and giveaways & stay patient to participate
Way to go!
Super awesome,
= cool company!
If I could give you a
Pictured: Passionate Brand Ambassadors
bigger thumbs up
(Love your brand, tell their friends, happy to help)
I so would.

11. Social Media Don’t
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12. Social Media Don’t
Keep after Post content Make followers work Make it all Overwhelm with
those who deny that’s too to get your message about you too many posts
smart/insider c entric In a short time
+ + + +
+ + + +
Post content that Over-promise,
Post questionable Engage Be a snob lie or renege
goes against
Content; Keep it in conflict or
company personality
PG-13 be rude and pushy
I am a displeased
ex-follower. And now I
will let all my friends
know about it! Fear my
misguided wrath!
=
Angry Mobs of Negativ ity
(Negativ e rev iew s, bad w ord-of-mouth, etc.)

13. All of your social media efforts should reinforce the idea or message that you are
trying to share with people.
FOCUS
Try not to mix messages or be something to everyone. Concentrate on your core
customers and nurture those relationships.
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14. Goal  Increase the number of fans following your
business, as well as interaction/approval levels.
Dude Man Guy!
Dude Man Guy!
Dude Man Guy!
Dude Man Guy!
Dude Man Guy!

15. At the end of the day, results are what drive a business. Your social media efforts
should be no different.
EVALUATE
ROI (return on investment) let’s you know if all the time you spend doing your
social media has been as effective as possible or if you need to try a different
approach.
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16. METRICS 
You can utilize multiple tools to record the growth and rising awareness of your
business. Below are a few ways you can track your efforts.
• Phone calls
• Emails
• Fans, Re-posts, Insights
• Followers
• Re-Tweets, Favorited
• Click-Throughs
- URL Shorteners s uch as bit.ly, tiny.url, etc.
• Google Alerts
- 3rd Party Mentions from Blogs, Articles, Comments, etc.
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17. In this digital age, content is king. The more relevant, timely and meaningful you
make it the better chance you have of connecting with a user.
WHAT WORKS
Coming up with content can be another daunting task. Whether you create your
own work or share the content of someone else, knowing what will get people to
interact will ease your worries. Click here to see our Content is King presentation.
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18. Content  What typically works
Social media is all about interacting with your connections.
Mark Hughes, author of Buzz Marketing, found there are six categories that immediately
stimulate interest and get people talking:
• The Taboo (sex, lies, bathroom humor, etc.)
• The Unusual
• The Outrageous
• The Hilarious
• The Remarkable
• Secrets (both kept and revealed)
People love being “the first” to post cool stuff that gets their friends to think of them as
cool/interesting. Push any one of these buzz buttons, and you'll give people the currency
to start a conversation. Once that happens, fans begin looking for your material as a
source to elevate themselves.
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19. SUMMARY  Your social media basic training is now complete!
!
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20. SUMMARY  Your social media basic training is now complete!
Now… It’s time to SOCIALIZE!
Be sure to update us with your
progress and to ask questions!
HERO|farm
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signal@hero-farm.com
twitter.com/herofarm
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