Social Media Overview

BAN Entrepreneurship Information SeriesWednesday, February 16, 2011

Agenda

• Introduction to social platforms– Facebook– Twitter– LinkedIn– Blogs– YouTube– Quora

• Introduction to monitoring and measuring– Argyle Social– Hootsuite– CoTweet– Tweetdeck

Facebook• 500 million+ active users• People spend over 700 billion minutes per month on

Facebook• Average user has 130 friends• Average user is connected to 80 community pages, groups

and events• Average user creates 90 pieces of content each month• 250 million+ people engage with Facebook from external

websites every month• 200 million+ users access Facebook from their mobile

device• People that use Facebook on their mobile devices are

twice as active on Facebook than non-mobile usershttp://www.facebook.com/press/info.php?statistics

FacebookOfficial Page vs. Personal Profile

• Personal Profile– Personal presence on Facebook– People have personal profiles

• Official Page– Professional presence on Facebook– Businesses have official pages– Official pages are administered by people who have

personal profiles– The public can not see who administers official pages – Customizable

FacebookHow To Use An Official Page for Your Business

• Use the Wall to interact with your followers– Promote blog posts– Provide unique content that elicits engagement

• Provide quality information in the Info tab• Schedule Events• Provide extra information in custom tabs• Build brand loyalty

Twitter

• As of September 2010, Twitter has 175 million users

• 95 million tweets are written per day• Tweets are 140 characters long and may consist

of text and links• Every Twitter account is associated with a

unique email address• Over 16% of all new Twitter users are starting

out on mobile devices (as of 9/10)http://twitter.com/about

TwitterHow To Say What You Want To Say

• Hashtag (#) – Used to take part in conversation around certain topic. Examples:– #BAN– #SuperBowl

• Reply (aka @Mention) – A tweet that addresses a specific person or is about a specific person but is not private

• Direct Message (DM) – A tweet that addresses a specific person and is private between the tweeter and the recipient; akin to a text message or email

LinkedIn

• 90 million registered users as of December 31, 2010

• October, November, and December 2010 averaged 65 million unique visitors

• Same period averaged 5.5 billion pageviews• Gains a new member every second

http://mashable.com/2011/01/28/linkedins-ipo-an-overview/http://press.linkedin.com/about/

LinkedInThe No-Fun Social Network for You and Your Biz

• Make sure your personal profile is pristine with the most up to date information on your professional life

• Create a profile for your business– The personal profile of you and your employees will link

to and from the business page– Gives your business a human factor

• Post your LinkedIn page on your Facebook page and vice versa

• Participate in group discussions to show expertise and authority

Blogs

• Wordpress and Blogger are 2 popular blogging platforms

• Creating a blog allows your business to market through information sharing– People come to your website to gather information about

your business and your industry– A blog allows your business to demonstrate expertise and

authority in your industry• Find a way to rise above the noise and tell a story that

reverberates across many platforms and resonates with your audience(s)

BlogsHow To Tell Your Story

• Get your team on board– Authenticity is key.– Make blogging one part of everyone’s

responsibility and not the responsibility of one person.

• Create an editorial calendar and stick to it.– Start slow and ramp up.– Don’t love it and leave it.

YouTube

• 2 billion+ views per day• 35 hours of video uploaded every minute• Over 4 million people are connected and auto-

sharing to at least one social network• An AutoShared Tweet results in ~6 new

youtube.com sessions• 50+% of videos on YouTube have been rated or

include comments from the community• YouTube mobile gets over 100 million views a day http://www.youtube.com/t/press_statistics

YouTubeYour Business in Technicolor

• Video is the richest and most dynamic form of content available today

• Mix up your blog with an occasional vlog– YouTube can be a hosting site that feeds into your

website, your blog, and your Facebook page• YouTube videos that are properly titled and

tagged can help you in searches

Quora

• Launched in late 2010• No stats on current user base• “A continually improving collection of questions and answers

created, edited, and organized by everyone who uses it.”– Specific guidelines for question-asking– Akin to Twitter as users have followers, a following, and a profile.– Questions divided by topic for easy following and filtering

• Like LinkedIn Groups and Discussions, Quora is a great way to demonstrate industry knowledge and expertise in a non sales-y setting.

• Invitation no longer required.

Intro to Monitoring & Measuring

• Importance of Monitoring– Are your business’ efforts working?– Are people responding to your business’ campaigns?– What conversations can I start? In which can I participate?

• Importance of Measuring– Which campaigns have been most successful in terms of

engagement? Least successful?– Am I achieving my business objectives?– Which platforms should we continue to maintain and

which should we delete and abandon?

Monitoring Tools• Hootsuite

– Low cost– Has some (minimal) measurement features– Easy to use and navigate– Supports Twitter, Facebook, Facebook Pages, LinkedIn, Ping.fm, Wordpress, MySpace, Foursquare, and Mixi– Allows teams and assignments– Originally built for personal use

• CoTweet– Built for a company– Has team collaboration features– Supports Twitter (free) and Facebook (paid)– Has measurement features which are limited in the free edition and more robust in the paid edition

• Tweetdeck– Desktop solution that runs on Adobe Air– Designed for personal use– Supports Twitter, Facebook, MySpace, and LinkedIn

• Argyle Social– Robust monitoring and measuring interface– Built for company and/or agency use– Offers several tiers of pricing for different needs and business sizes– Supports Facebook and Twitter– Makes it easy to segment posts into campaigns and measure the effectiveness of different

campaigns over time

Measuring Tools

• Some monitoring tools have measurement and reporting built in

• The degree to which a measurement tool is “good” varies by your business’ specific goals.– Google Analytics for website traffic– Facebook Insights for brand awareness– Radian6 for listening

• One size does not fit all.

Find Me:

casey@clbsocialcommunications.com

@CaseyLBrewton

facebook.com/CLBSocialCommunications

http://clbsocialcommunications.com

http://www.quora.com/Casey-Brewton

http://www.linkedin.com/in/caseybrewton