This is a slide share that accompanies my intro class to social media marketing for Facebook and Twitter.

1. HOW SMALL BUSINESSES
TO ATTRACT NEW CUSTOMERS
can use Facebook and Twitter

2. “Maybe don’t call it
social media. Maybe
don’t call it anything.
Just be human and tell
your story.”
Gary Vaynerchuk
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5 Things I've Learned in 5
Years of Social Media
Marketing on Facebook
and Twitter

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1. Social media without a strategy, clearly
defined goals and a way to measure your
effectiveness is a waste of time.
Tools you should use: Google Analytics, Google Console (formerly
Webmaster Tools), Hootsuite, Twitter Analytics, Facebook Insights

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Never feel pressured to post just
because you have to "stay consistent".
If you don't have anything unique or
truly interesting to stay, keep quiet
until you do.
It's better to skip a couple of days and
then post something that gets a 100
shares then to hastily post a few
"throwaway posts" just so that you
don't skip a day.
Why? Because posting subpar content
turns fans off. It also can make it so
Facebook and other social media
platforms stop showing viewers your
content.
2. Don't Just Post to Post

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4. If it feels like a chore, you're doing it wrong.
While social media doesn't have to be fun 24/7, the process should be
interesting or at the very least useful. If you feel like it's become a waste of time
or if you're bored, it's probably time to rethink your strategy. When you begin to
feel uncreative or uninspired, take a break from posting and simply "listen" or
like and comment on others' posts instead.
3. Define your audience first
Who your audience is may differ between platforms. Customers and
employees will probably like your Facebook page, for example, while industry
professionals and journalists may follow you on Twitter. Naturally, their
interests may differ and that should be taken into account before you hit that
"publish" button.

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5. Don't Aim for Perfection (It'll Turn
Followers Off)
Most social media experts will tell you it's important to appear real and
authentic in your profiles, and that's true. What they don't tell you is
how. One way to do this is to post photos and infographics that don't look
like they were created by an Ad Agency. This means no stock photos!
While there's a time and place for beautifully­crafted images, in general,
simple is better. Quote photos or memes that look overdone will make your
brand seem disingenuous or worse, they may make you seem you're trying
too hard.
The same can be said of staff photos that look too posed. Keep it real.

8. Social media is kind
of the oldest form
marketing: Word of
mouth - with the
newest form of
technology.
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What Facebook &
Twitter Marketing
Is (And Isn't)
A free "listening tool"
A great tool for relationship building
A long­term commitment
An effective way to promote
content & drive traffic to your site
A small piece of the "SEO puzzle"
What It is: What It Isn't:
A solution to a poor business plan or
product
An effective driver of direct
conversions (SEO is better for that)
A monologue

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How to Tell if Facebook
and Twitter is the Right
Fit for Your Business
Industries that work best with social media are:
• Restaurants
* Hotels/Tour agencies
• Fashion lines
• Nonprofits
• Businesses in the entertainment field
While any brand can do well on social media if they are big enough and have a
large enough budget, for most small businesses, the ROI simply isn't there to
invest a lot of time and resources into social media marketing. It doesn't mean
you shouldn't use social media, you'll just have to be smart about it so that you
aren't wasting your time. Social media can be a huge time suck if you aren't
careful!

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Use Facebook as an online portfolio where clients can go to see your work
Use Facebook to personalize your business & connect with your employees
Use Facebook to advertise (Facebook is a relatively cheap advertising tool)
Use Facebook & Twitter as an “SEO tool”.
Don't spend more than 1 ­ 2 hours per week on social media marketing
Focus your efforts on creating content that targets Google searches instead
What to do if your business isn't "social
media friendly"

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Marketing on Facebook: An Overview
With 1 billion users, Facebook is the largest social media network in the world.
71% of Internet users in the US are on Facebook.
Who uses Facebook?
Facebook is your “sit down audience”. Facebook users are on there to like their
friends’ baby photos and watch cute cat videos. They aren’t there to take out
their wallet and buy something or pick up the phone and call a business. They
also aren’t there to click out of Facebook unless the ad or article link you’ve
placed is really compelling and extremely targeted.
What kind of content works best on Facebook?
Images, quote photos, videos and funny memes work well on Facebook, but the
key is that they must speak to your target Facebook audience. A cat video may
be cute or funny, but unless you're a veterinary clinic or pet store, it won't speak
to your target audience. It's too general.
Posts that feature your company culture and employees also do well, especially
among your employees, friends and family. Recruit your employees to be social
media "brand ambassadors" and encourage them to share your work.

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The first question you need to ask is: Is that really true? The average reach for a
post on FB is 4%. This means that only 4% of the people who like your page are
even seeing your posts. So if you have 1,000 Facebook fans, then 40 people are
seeing your content. Now, the average engagement rate varies, depending on
audience size and industry, but even if just 5 of the 40 people who your post
reached engaged with it, then you're doing pretty well.
Why Isn't Anyone Liking or Sharing
My Posts?
How the Facebook Algorithm Works:
One of Facebook's biggest goals is to ensure people enjoy the Facebook
experience. Thus, they want to ensure they're only showing customers content
they want to see.
How does Facebook determine whether or not someone wants to see the
content they're being shown? Their algorithm looks at 100 different factors
which include:
* How often does the user engage with this post? (I.e, like, comment, share or
click on a link)
* How long does the person hover over the post? (I.e, do they stick around to
read it or scroll past it).

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The Anatomy of a Viral Post
Target Audience: Travelers in their 20s
Virility: 7,730 FB shares, 7,904 FB likes & 736 comments as of February 2016
Why do you think this performed so well?

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How can small businesses
leverage Facebook?
How?
* Host a social media night where you keep stay open late for those customers
who have checked in. They'll get special discounts and you can even offer free
refreshments and decorate your business. Customers will feel like appreciated
VIPs.
* Offer a Reward! You can encourage customers to check in by offering a gift
or 10 percent discount.
* Partner with a charity. Tell customers that for every check in you receive,
you'll be be donating a product/service/gift to your chosen charity. Partnering
with a charity will also help you with exposure and branding (everyone loves
businesses who have 'heart').
Encourage customers to "check in" on Facebook

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Encourage employees to become "brand ambassadors"
Encourage employees to share your content on Facebook (and across all
social media platforms) using a branded hashtag. Just make sure they've
received a training on how to do this properly and have full understanding of
what they should (and shouldn't) post.
You can also encourage your employees and family to check­in on occasion,
especially for special events.
Figure out what all of your Facebook fans have in common
and create posts that speak to that
If you are a local business, one thing most of your fan base will have in
common is that they all live in the same community. You can take
advantage of this by going hyper local with your content and creating
posts that speak only to people living in a particular city or neighborhood.

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Examples of "Hyper Local" Posts
Example: Las Vegas
How does this post target Las Vegas residents?
What kind of Vegas resident do you think this post speaks to
specifically?

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Examples of "Hyper Local" Posts
Example: Las Vegas
How does this post speak to Las Vegas residents?
Why do you think this post was popular?

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Examples of "Hyper Local" Posts
Example: Las Vegas
This post was shared when Vegas began to undergo massive road construction.
How does this post speak to Las Vegas residents?
Why do you think this post was popular?

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Marketing on Twitter: An Overview

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Twitter has 300 million users and is most popular with millenials and young
professionals (Source: Hootsuite).
Twitter is a great way to participate in the national conversation in real time.
It's also a helpful way to network with others in the industry.
Because Twitter is an open network, you can follow and monitor your
customers for insights into their ideas, habits, and opinions about different
products and services.
7 Helpful Tips
* Use Hashtagify.com to research which (relevant!) Twitter hashtags are most
popular
* Use no more than 2­3 hashtags per post
* Use photos when it makes sense to do so and only if the photos are
captivating or enticing in some way.
* Experiment with how often you tweet, starting with three times per day and
then increasing from there. Tweet no more than once per hour unless you're
live tweeting during an event or Twitter chat.
* Use http://www.crowdfireapp.com/ to unfollow people who are no longer
active on Twitter or who aren't following you back.
* Participate in industry chats (they're a great way to network)
* Create "Twitter Lists" so that your Twitter feed isn't so overwhelming

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Tips for Advertising on Facebook and Twitter
Your ads must be aligned with your social strategy and goals.
Questions you need to ask before you begin:
What will your ad say?
Who do you want to target with the ad?
What actions do you want your target audience to take?
How will you measure whether or not this action has been taken?
If you don’t know the answers to these questions, you might need to step back
and get more information before continuing..
7 Helpful Tips:
* Look at your best performing posts for clues on language and images. What
made this post successful? Mimic that.
* Find out what kind of people your customers are. If you don’t know, have
them fill out a survey or create a buyer persona for your ideal customer.
* If you aren't experienced with running an ad, boosting a post is a great place
to start. You'll be able to get a sense of what works (and doesn't).
Facebook ads

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* You have two main choices when running a FB ad: CPC or CPM. CPC means
you pay per click and CPM means you pay per impression. It's best to run a
CPC ad first with several variations and see which one works best, then you
can take the best performing post and run a CPM.
* If you have an ads account, you can view "Audience Insights" which provides
more detailed information then regular Facebook Insights. You must have at
least 1,000 Facebook fans to be able to access this data, however.
* Remarketing is one way to ensure your ads lead to conversions. Facebook
allows you to install a pixel on your website so that your ad is served to people
who’ve visited your site in the recent past.
* You can upload an email list of customers and target them specifically with
new promotions or offers.
Guidelines for Creating Ads:
The ads you create should:
• Promote a product or service provided by your business
• Send visitors to your website or blog
• Spread awareness of a time­bound campaign, contest or limited time offer
How Can You Tell If Your Facebook Ad Has Been Successful?
You can install a Facebook Pixel in your website that will track how many
people converted from your particular Facebook ad.
You can also create a "unique URL" for Google Analytics that will allow you to
track how many people visited your site via the Facebook ad. .

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With Twitter ads, you can target people who’ve used a recent keyword (either
used it in a recent tweet, searched for it in the search bar or engaged with a
tweet that mentioned the keyword).
Twitter ads are good to run before an industry event, because that’s when a lot
of people in your industry may be on Twitter. You can also target an event
hashtag, so that your ad is served to event attendees or vendors. Like with
Facebook, Twitter allows you to set up conversion tracking so that you can
measure the effectiveness of your ads.
Twitter Ads

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Yes and no. Some things you may want to outsource to a professional, like your
strategy or advertising. Or if no one on your staff has the skills or time to manage
your social media, then an outsourced person may be your best bet..
But if you have a staff member (like a receptionist) who can take 30 minutes out
of her day to post on social media, it's usually best to handle it internally.
A good compromise is to have a social media consultant train your staff and
provide a social media strategy that your staff can implement on their own. You
can then have your consultant periodically audit their work and provide
feedback.
Should you have your intern do it?
Sure, if he or she has the skills and if you’ve put together the proper training
materials and an outline of what you expect from. They should have clear goals
and you should have a way to measure their effectiveness.
A good social media manager should be creative, artistic and analytical. They
should also be a good writer and have a basic knowledge of Photoshop.
Should You Outsource?

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Questions to Ask Your Social Media Consultant Before Hiring
An experienced "social media expert" should be able to readily answer these
questions. If they don't know how to respond or seem vague with their answers,
they probably aren't experienced enough to handle your program.
1. What can you tell me about Facebook remarketing and Facebook Lookalike
audiences?
2. What can you tell me about your experience with Twitter lead generation
cards?
3. How do you measure conversions and ROI?