Is Social Media Still Relevant in Small Business Or is It Just Wasted Time?

An NMX Session Presented by PR and Marketing Professional Kirsten Wright

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We’re all looking to build a stronger business. And many businesses believe that the key to success is through social media channels. The truth is, social media tools can be extremely powerful when used properly. In fact, most small businesses should be utilizing social media. With that said, if you choose to utilize social media and fail to properly plan it is worse than not using it all. This session will teach you how to properly integrate social media into an existing marketing strategy, create a new marketing strategy with social media, what branding really means in the online world and how to actually make it work to bring in business.

Key Points

  • How to use free monitoring tools to actually manage a social strategy
  • Social media etiquette and the proper way to create a strong strategy
  • How to use social media to actually grow your business, not just chat

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Show Notes:

Social Content Mix: What You’re Sharing on Your Platforms

  • People/Personality
  • Brand Culture
  • Shared Content
  • Promotion of Brand
  • Promotion of Other Social
  • Industry Quote
  • Education About Industry
  • Open Dialogue
  • Replies
  • Retweets

Monitoring Tools:

  • Hootsuite Analytics
  • Facebook Insights
  • YouTube Insights
  • Google Analytics
  • Crowdbooster

Hootsuite Analytics:

  • Check in every day to see what’s going on.
  • It’s important to understand where your audience is engaging with your brand.
  • Hootsuite versus Twitter: If more people are coming from Hootsuite, they are a more technical. If more people are coming from Twitter, they are less technical.
  • Make sure the top three regions where people are coming from are the top places where you want to be doing business.
  • Monitor what people think of your brand online. If the reaction is negative, it’s a good indication that you need more customer service on your social channels.

Facebook Insights:

  • Likes and Interactions: Look at what causes spikes and replicate that success.
  • Audience Data: Look at gender and region to make sure you’re getting likes and interaction that really matters.
  • Page Views: These are people who see your updates because they’ve liked your page or because a friend has. Like with likes and interactions, you want to check for spikes so you can replicate your success.

YouTube Insights:

  • You can chance the data date span and location span to see more specific stats.
  • Look not just at number of views, but also attention. Attention measures conversation and likes. If a video with a small percentage of your traffic is getting a lot of attention, you might want to re-promote it.
  • Again, look at demographics to make sure you’re attracting the right people.
  • The star of your video often dictates what age group will watch it.
  • You want to make sure that people are being directed back to your channel or website.
  • Make sure you’re showing up in the searches. If you’re not getting traffic from searches, you need to do some SEO work.

Google Analytics:

  • Every time you update your content, you should be watching Google Analytics to see if it’s working or not.
  • Look at referral sources – how people are getting to your website.
  • If you’re using social media to promote your business, but social media isn’t a top referral, you’re doing something wrong on social.
  • While you may not like Internet Explorer, check your analytics – your audience may be using it. Make sure your site works in all the browsers your audience is using.
  • You should be getting at least half of your traffic from search engines.

Crowdbooster:

  • Look at single tweets to see how effective they are.
  • Check out the recommendations – it will tell you when to schedule tweets based on what has worked for you historically.
  • You want as many mentions as tweets.

Social Etiquette:

  • Common sense? Not so common. Be careful about how you’re using social media as a brand. Mistakes happen, but you have to know how to deal with them.
  • Grammar and spelling are your friends.
  • Politeness is not a bad word.
  • Replying to people is important.
  • Rudeness is never tolerated.

Grow Your Business:

  • Handle customer service questions.
  • Share information and offers to your network.
  • Increase your brand awareness.

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