SOCIAL
MEDIA
MARKETING
A
Guide
to
Deborah King
Deborahking.info

Thanks for downloading my eBook. This is a short and sweet
guide for the new and experienced social media marketer. It
includes all the things you should consider when thinking
about your social strategy.
I hope you find this useful!
Deborah
Social Media Consultant
Hi!

www.deborahking.info 2
CONTENTS
3 Why Is Social Media Valuable?
5 Where to start?
10 Choosing the right platform for you
11 Insights
12 How to be mobile with your audience
13 How to plan your Content
14 Native Advertising

Why
Is
Social
Media
Valuable?
“ The biggest risk is not taking any risk... In a world that is
changing really quickly, the only strategy that is guaranteed
to fail is not taking risks. “
- Mark Zuckerberg, Facebook
3
www.deborahking.info

When I first started in social
media it was a buzzword
that was thrown around,
with no one quite knowing
what to do with it.
Innovation budgets were
being used to experiment
with social platforms.
Fast forward ten years and
social is very much here to
stay.
Social Media has become
an integral part of people’s
lives, but don’t take my
word for it – the numbers
speak for themselves.
Facebook has 1.28
billion people active
every month.
Pinterest has 70 million
users creating boards.
Twitter has 500 million
people Tweeting.
Every. Single. Day.
Youtube has people
watching 6 billion
hours of video a
month.
Instagram has 20
billion photos shared
with 1 million photo
likes.
Linkedin has 300
million professionals
looking to connect
and network with
each other.
Google+ has an 540
million active users,
4
Why
Is
Social
Media
Important?
www.deborahking.info

Think about what it is you want to
achieve with social media and how
that will that help your business.
Do you want short terms sales and
long-term sales? Or just engage
people in good conversation?
Think about the business objective as
this will help you build out the
content you will be producing and
how you will speak to your social
community. Here are just some of the
business objectives you can achieve
with social media:
Building brand
awareness
Establishing your
brand as an
industry leader
Product launch
Reach
Customer Service
Generating
qualified leads
And Driving sales
Audience
research and
feedback
Driving traffic to
your website or
blog
5
Where
to
start
1.
What
is
your
business
objec6ve?
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Do you want to be known as a Thought-Leader in your
field? Do you want to be known as funny and articulate?
Think about how you want your customers
to perceive your brand. As this will help
you build out the content and help you
craft your tone-of-voice with your social
community.
These are just some of the ways that
you can represent yourself in social
media.
6
Where
to
start
2.
What
does
your
brand
stand
for?

You need to know who you’re talking to.
In order to attract your customers
attention you need to understand who
they are.
Who are your consumers?
What do they look like?
When people are on social media
platforms, they want to consume content
that is relevant and useful to them.
When you begin to understand who your
audience is, you can produce content
that they are interested in. You can then
engage with them and they can
become your advocates in their
networks.
I always recommend that
people build out several profiles
of the people that they are
trying to target.
This should include demographic
(age, gender, location, material
status) and psychographic
(interests, hobbies, values,
lifestyle).
This helps you to know what time
of content your audience would
like to see.
7
Where
to
start
3.
Who
is
your
target
audience?
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Setting an account up can
technically be done with ease,
but building a community
excited about your business
takes work.
You need to think
whether there is a
person/team/
department that can
take on the day-to-day
management of the
platforms you choose to
invest in.
People are on social media
24/7 doing multiple activities
- messaging friends, sharing
content, shopping, etc.
This means managing social
media requires a lot of time
and energy.
8
Where
to
start
4.
Do
you
have
the
bandwidth?

This may seem like a funny question,
but it’s a serious one.
To be in social media you need to
be social, and you need to be ready
to take the highs with the lows. People have opinions, and
they’re not afraid to voice
them…especially on social
media.
So you need to make sure
that you’re ready to have an
open dialogue with your
social community, followers
and ultimately your
customers.
9
Where
to
start
5.
Do
you
like
people?

Choosing The Right Platform For You?
I’m a firm believer that you don’t
have to be on every single social
media platform. Especially when you
take into account the points I’ve
already covered.
Not every social media platform may
be right for you and your business –
take the time to know what each
social platform is about and choose
the right ones to invest in for you.
“ I’m as proud of many things we haven’t done as the things
we have done. Innovation is saying no to a thousand
things .”
- Steve Jobs, Apple
Sometimes it’s better to
invest in one or two social
platforms. Rather than
spreading yourself too thinly
across multiple platforms, –
make it work for you!
10
www.deborahking.info

Insights
Some platforms are better than
others with the amount of
insights that is available. There
are also numerous third party
management tools that can
help you measure success.
Facebook, Youtube, Linkedin,
Google+ and Pinterest offer
robust analytics for you to see
the impact your content is
having on your fans.
Are you looking at these insights?
- Where are your fans coming from?
- Who is the most engaged audience?
- How long into the video are people
watching your video content?
Make sure that there’s someone in
your team analysing
the content you are
producing.
11
www.deborahking.info

How to be social with your audience
Too often people think of social
as a desktop based platform.
This was the case ten years ago
but with the dominance of
smartphones social media has
become mobile.
So make sure your site is mobile
responsive and think about the
length of your content;
especially video content. Make
sure your video content is short
and sweet; 30-45 seconds.
People have data cost to think
about and to be honest if you
are on your mobile, you are
unlikely to stop and watch a five
minute video in the middle of the
street.
Facebook has 23 million UK mobile
Twitter has 12 million UK mobile users
The next wave of social platforms emerges
solely on mobile;
Instagram has 200 million users
Snapchat has 300 million users
Vine has 40 million users
Whatsapp has 400 million users
12
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How to plan your content
Content will only drive engagement if it is relevant
to your audience. To get started compare you
business objectives with who your audience is. You
should start being able to see themes of the
content that you should be producing.
Then add ‘what you are brand stands for’ into the
mix. This will help you define what your tone of
voice is. So that every time you publish and
produce content – it is in line with what your
business stands for.
One thing to think about is SEO (Search Engine
Optimisation). Become familiar with the keywords
that will help you in your search ranking. Include
these keywords in content.
13
Different types of
content to think
about :
Blogs
Photos
Videos
Newsletters

Native Advertising
Social media is leading the way for
native adverting.
Native advertising means that the
ads on the platform look like the
content on the platform. A simple
way to think about it is an ad on
Facebook is a page post, an ad on
Twitter is a Tweet, etc.
Just another reason for you to build
out your social media strategy.
“ Facebook ads in the News Feed achieve 49-times higher
click-through rates and a 54% lower cost-per-click than
traditional placements in the right-rail sidebar”
- Business Insider
You should think about the amount of
investment/budget/cold hard cash you
are investing or not investing in social
advertising. With the numbers, I’ve
highlighted earlier social media is
becoming a competitive landscape.
14

Get
in
touch!
Deborah King
deborahking.info
I'd love to hear from you to discuss to discuss social media,
technology, Eastenders or how I can help with your social
stagey.
info@deborahking.info
uk.linkedin.com/in/kingdeborah/
@Kingdebs
www.deborahking.info