By Jennifer L. Maclachlan of PID Analyzers, LLC presented at the Northeast Regional Meeting of the American Chemical Society #NERM2013 on the Small Chemical Businesses track on October 24, 2013 in New Haven. This presentation highlights the mainstream social media platforms used commonly in the business marketing world such as Facebook, Twitter, Linked-In and blogging focusing on personal branding social media best practices for the chemical entrepreneur. Emerging social media marketing tools such as Pinterest and Instagram will also be addresed.

1. SOCIAL MEDIA MARKETING BEST
PRACTICES FOR ENTREPRENEURS
By: Jennifer L. Maclachlan
PID Analyzers, LLC
#NERM2013 #newhavenct
October 24, 2013
Small Chemical Businesses
Track

2. DOES THIS SOUND FAMILIAR TO ANYONE?

3. This presentation will highlight the mainstream social
media platforms used commonly in the business
marketing world such as Facebook, Twitter, LinkedIn and blogging focusing on personal branding social
media best practices for the chemical entrepreneur.
Emerging social media marketing tools such as
Pinterest and Instagram will also be addressed.

4. SOCIAL MEDIA MARKETING
REQUIRES A PLAN JUST LIKE
“TRADITIONAL” MARKETING
 It is critical to have a social strategy
 As an Entrepreneur, YOU are your brand
 You need to develop your personal brand
Once you have developed your brand represent it
consistently across the social media platforms
Maintaining professionalism across all social media
platforms

5. CRAFTING YOUR SOCIAL MARKETING STRATEGY
1. Choose the social media platform that you are the most comfortable with
2. Develop your brand and stay consistent across the board
3. Set up admins-Note that in order for the “voice” of the business to “sound”
consistent it is a better practice to have a primary admin and a secondary to post
time-sensitive information
4. Make a list for yourself and your admin(s) of what IS and what IS NOT acceptable
to post
5. Use short cuts like posting to several networks at once from one console-the one
that you are the most comfortable working in
6. Set goals for frequency
7. While social media is an effective marketing & personal branding tool, it is NOT just
about self-promotion. It’s about sharing information that has value to others.

6. LET’S TALK ABOUT ENTREPRENEURS & PERSONAL
BRANDING
For example:
The PID Brand.

7. FATHERDAUGHTER TEAM
FINDS GOOD
CHEMISTRY
Feature article published April
18, 2013 in our hometown paper:
The Barnstable Patriot
We’re The PID Brand:
@pidguy & @pidgirl

8. This is my father and
business partner, Jack
Driscoll. You might know
him as @pidguy.
If you’re Linked-In with him
or Facebook friends with
him, you’d know him as
John Jack Driscoll
Photo credit: M.Z. Hoffman
We all know that no one
who knows him
Photo by M.Z. Hoffman really
calls him “John”

9. PIDGUY: The man, the
avatar and the innovation: the
commercialization of the
photoionization detector in
1973

10. How I Got My Job
“Everyone has a story. We asked readers to tell us how they found their current jobs. We have posted their stories and photos below, in an effort to reveal helpful jobsearch strategies or provide encouragement for those struggling to find work”. –By Linda Wang
HTTP://CEN.ACS.ORG/HOW-IGOT-MY-JOB.HTML#DRISCOLL

11. @pidgirl
YOUR TWITTER PROFILE SETS UP THE EXPECTATION FOR
FOLLOWERS OF WHAT YOU WILL BE TWEETING ABOUT
Jennifer Maclachlan
@pidgirl
PID Analyzers is
masterminded by a
father/daughter team,
specializing in
analytical
instrumentation. Enjoy
running, yoga,
chemistry outreach &
community events

12. @pidguy
BASED ON HIS TWITTER PROFILE: @PIDGUY WILL TWEET ABOUT PIDS, #NESACS
RELATED TOPICS, INSTRUMENT DEVELOPMENT, NANOTECHNOLOGY AND STEM
PROGRAMS
@pidguy is an example of someone who has a
presence on Twitter but doesn’t use Twitter to initiate
the tweets from
Our posts from the facbook.com/pidanalyzers page
auto-populate to Twitter AND to Jack’s Linked-In
This allows @pidguy to tweet from a comfortable
social media platform: either Facebook OR Linked-In,
while building a presence on all three platforms
This is a critical step in crafting your social strategy:
being comfortable with your social platform

13. HERE’S AN EXAMPLE OF A POST OF MINE ON
PIDGIRL.TUMBLR.COM
“If you saw me at
#ACSPhilly, I probably
looked like this unless you
saw me plugged into a
wall, sitting on the floor and
live tweeting from an
event”

14. Although I blog a lot about our Cape Cod Science Café on The Analyzer Source, my blog, I have a
capecodsciencecafe.tumblr.com blog which details each café we’ve had since 2011
Tumblr is a simple and portable-can
post from mobile devices & easily liveblog from it
For entrepreneurs with limited time, this
is an ideal starter blog platform
Happy National Chemistry
Week-by the way

15. GUESS WHO ALSO HAS A TUMBLR. THAT’S RIGHT, IT’S PIDGUY.
pidguy.tumblr.com
Again, it’s easy to use and accessible for posting from mobile
devices. Ideal for entrepreneurs.

16. BE PATIENT. AND CONSISTENT. IT TAKES AWHILE TO BUILD YOUR FOLLOWING.
This screen capture was
generated for use in my Social
Media in Science presentation at
SERMACS, Richmond, VA
November 2011

17. This slide is also from my 2011 SERMACS presentation. The 10,000 Facebook “hits” are what
would today be referred to as “organic” as in “not paid”.

18. HERE’S OUR COMPANY FACEBOOK PAGE. 14,977 LIKES AND COUNTING
We use our tagline on the page name so people know what we “do”
facebook.com/pidanalyzers

19. FACEBOOK.COM/PIDANALYZERS
Self-promotion:
Our
participation at
#ACSNOLA
Our
community
chemistryoutreach
efforts
Our friend
winning an
award at
#ACSNOLA
Participating in
#realtimechem
Sharing lab
experiences on
Twitter

22. November 2008 E-Newsletter
Current E-Newsletter

23. SURVEY SHOWS SMALL BUSINESS OWNERS THINK LINKED-IN & TWITTER OFFER VALUE TO THEIR
BUSINESS

24. I am currently serving my second year on the Constant
Contact Small Biz Council
In addition to serving on their Small Biz Council, I have
participated in Market Research studies one-on-one at Constant
Contact Headquarters in Waltham, MA

25. I HAVE A YOU TUBE BUT WE HAVE ONLY POSTED TRAINING VIDEOS TO DATE. VIDEO IS A GOAL OF OURS
IN 2014.

26. Google+: I like it for super fast sharing. You don’t even
have to say anything thoughtful about what you are
sharing.
Although you should if you can because it will make
the post more searchable #SEO
This was bare-minimum effort on my part but
I got the #NERM2013 in there at least.
This was a direct share and an example of
promoting interesting stuff other people are
doing.

27. Here’s a tweet about how @pidgirl uses #Pinterest tweeted during the Role and Value of Social
Networking in Advancing the Chemical Sciences on the CINF track at #ACSindy

29. CONCLUDING ADVICE FOR THE ENTREPRENEURIAL SOCIAL MEDIA NOVICE
 Find a social media mentor on each platform you are interested in developing-this
should be someone in a similar industry
 Watch for free or low cost workshops and or classes in your area on social media.
Constant Contact does these as well as independent professionals
 Read about social media! Social Media Examiner is a great resource
 Sierra Tierra Marketing is another great resource-I went to her Pinterest class
 Follow my Social Media board on Pinterest
http://www.pinterest.com/pidgirl/social-media/

30. Join me in Honolulu in December 2015 for PACIFICHEM where I am organizing
together with my team of organizers: Antony Williams | Kazuhiro Hayashi
| David Martinsen | Brenna Arlyce Brown
The Evolving Nature of Scholarly Communication:
Connecting Scholars with Each Other and with Society
(#173)