2. About Margy Rydzynski
• SCORE Client
• Consultant, sole proprietor
• Background in writing/communication
• Started as a personal user of social media tools
14. Users Are In The Driver's Seat
Be Careful What You Wish For!
15. How To Do Social Media Right
Implementation Strategies:
Four Principles
16. First Principle
Social media marketing is not free advertising. It's a
user-driven communication medium.
• Don't hard-sell products/services
• Have a commerce website or location for that
• Consider buying an ad if you want to advertise
17. Second Principle
A social media campaign should be an addition to - not
a replacement for - a traditional marketing strategy.
Clients should already be:
• Networking
• Communicating
• Establishing competency
Offline
18. Third Principle
Social media campaigns require active participation
• Do nothing and get nothing
• Respond to others and they'll respond to you
19. Fourth Principle
Social media campaigns take time and patience.
Long-term process.
• Communication/marketing/community - not advertising
• Have other strategies in place, too
21. Research!
Still need to know:
• Who are the customers or clients?
• What type of business?
• What type of client (age, occupation, income, etc.)
Different populations use the internet differently.
22. Client Research Will Help Establish:
• Which tools to use for which group
• How those tools should work together
Then they'll know:
23. The Social Media Marketing Mix
Will depend on business. For example:
• Consultant (substantive): A blog, social network presence,
b2b networks, a podcast
• Restaurant (real-time updates): Twitter or Foursquare
• Artist (online display space): MySpace or podcast for musicians,
Flickr for visual artists.
24. An Effective Outreach Strategy
Modes of Communication
• Email link to blog post
• Facebook and/or Twitter signup on static website
• Reference to web presence on printed materials
26. Communicate
• Be a good guest
• Respect community's right to privacy
• Ask questions, give answers
• Represent yourself honestly
27. Respect the Rules of Engagement
• Introduce yourself when linking or "friending"
• Don't send excessive emails to an online group or
Facebook page
• Don't follow total strangers on Twitter (stalking)
29. Use The Tools Yourself
• Learn by doing
• Lead by example
• Know what you're talking about
Will also enhance SCORE's reputation and increase its
visibility to millions of potential new clients
31. Negative Feedback Concerns
Are Legitimate
Business reputation is important. Balance.
• Okay to set the terms of engagement
• People can be vicious and destructive online
• Don't censor, but don't allow flaming, either
32. Privacy Concerns Are Legitimate
• Balance accessibility with privacy
• Some tools more private than others (Facebook pages vs.
a social network).
33. Time Concerns Are Legitimate
Small businesses have to juggle multiple time commitments
• Several posts, tweets, etc., a day are not feasible for many
• Posts can be short: a picture, a quote, an observation
• Posts can link to other posts
Too many posts can be as bad as too few
35. Honesty Is The Best Policy
And
It's Okay To Ask For Help!
A well-managed social media campaign will lead to
engagement that's supportive, useful and fun!