How to use Social Media as an Employer

Social MediaA Starting Point

Demystifying Social Media for your Business

04/12/2023 © LinkedIntoBusiness 2011

Learning Objectives

• Definitions: Social Media and Attraction Marketing

• Privacy? Is there any on Social Media?

• Popular Tools: Twitter, LinkedIn, Facebook, YouTube, blogging

• 6 Tips to use Social Media effectively (and what not to do)

What is Social Media?A free tool:• Providing user generated content

What is Social Media?A free tool:• Providing user generated content• Which widens your sphere of connections and

influence

influence • Allowing you to provide, share and receive

information with a targeted audience

information with a targeted audience….OR the world

information with a targeted audience …..OR the world• And allowing you to position yourself or your company as experts (SME)

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Attraction VS Push Marketing

User Generated = User Regulated (Social Media Safety)

Attraction Marketing Demands:• Transparency, Integrity, Authenticity

Attraction Marketing Demands:• Transparency, Integrity, Authenticity• Immediacy

Attraction Marketing Demands:• Transparency, Integrity, Authenticity• Immediacy• Commitment

Attraction Marketing Demands:• Transparency, Integrity, Authenticity• Immediacy• Commitment• Relationships

Key Factors of the Social MediaMovement

• Desire for connection

• Desire for connection• Need to be heard

• Desire for connection• Need to be heard• Quest for authenticity

• Desire for connection• Need to be heard• Quest for authenticity• Ease of use & low barriers to entry

(Free! )

(Free! )• Unprecedented access to information

(Free! )• Unprecedented access to information• Ground Leveling Marketing potential

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Some Social Media Stats

Social Media Industry Marketing Report: www.socialmediaexaminer.com• 65% of business are now using social media• 56% are using social media for 6 hours or

more each week, and nearly one in three invest 11 or more hours weekly.

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SME Findings:

• 85% use social media to generate • 63% use SM to increasing traffic• 56% use SM to build new business partnerships • Twitter, Facebook, LinkedIn and blogs were the top four

social media tools used by marketers• A significant 81% of marketers plan on increasing their use

of blogs• Only 14% of businesses are outsourcing any aspect of their

social media marketing• Average age? 39• 55% are women

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Still not Convinced?

The ROI of Social Media

04/12/2023

Today we’ll look at:

23© LinkedIntoBusiness 2011

04/12/2023 24© LinkedIntoBusiness 2011

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GenderMale 45%Female 55%

Age3-17 18%18-34 45%35-49 24%50+ 14%

Monthly Visits358,190,621

Users201,412,281

EducationNo College 49%College 38%Grad School 13%

Annual Income

$0-30K 17%$30-60K

25%$60-100K

28%$100K +

100% of Fortune 500 Companies

Have Twitter Presence

What is Twitter?

• 140 character micro-blog• Updater that is viewable in a lot more places• A giant chat room where you choose who you

follow, and who follows you• Instant Messaging that is public, archived and

searchable

Who Cares?The “Water-Cooler” of the 21st Century

04/12/2023 © LinkedIntoBusiness 2011 28April 12, 2023 viveka@alwaysextraordinary.com

@linkedinexpert28

Engage with Your Community

It’s a conversation:• What are people in your industry talking

about? Get into the conversation with potential clients

• Showcase your expertise • Create new relationships (and advocates)

Twilert.comTwilert keeps track of all tweets that mention the things you are Interested in :• Your Industry• Your Company Name• Your Name• Your Product or Service

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Twitter Tips: Connect

Twitter is a place to learn, listen and then connect with people who can offer you work or advice.

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Twitter Tips: Goals

Be clear on what you have to offer, then be clear on your goals for using Twitter. This will keep you from wasting time!

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Twitter Tips: Follow Influences

Find out who the influences are in your industry and see if they are on Twitter. If they are, follow them.

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Twitter Tips: Follow LocalsUse Twitter.Grader.com and LocaFollow.com to find and follow the local Influencers in your State (or your target States)

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Twitter Tips: Common Sense

• Don’t Tweet anything that you would not want to see on the front page of a newspaper or wildly famous website.

• Don’t tweet anything you wouldn’t want your Grandmother or Granddaughter to see

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Facebook Stats

• Over 600 million active personal profiles • Over 100 million business pages • Users spend an average of 700 billion minutes

a month on Facebook (More people visit Facebook than Google!)

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Your Clients?

Some FACTS you need to know:• Facebook’s 35-54 year old demographic segment

increased 276.4% in the past 6 months• 55+ age group showed a growth rate of 194.3%• Millennials use Facebook more than Email…

-- iStrategic Labs Statistical Report

04/12/2023 38

Can Facebook Help with Marketing?

BENEFITS:• Branding and Top of Mind Awareness (TOMA)• “Real Time” engagement with clients,

employees, partners• List research and building• “Like” website integration• Event / Product Promotion• Expanded Reach

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Engagement:Conversations – It’s a two-way street

• Share valuable, useful, helpful content• Comment and “Like” often (do unto

others and the “Top News”)• Promote others• Share of yourself (Personal VS Private)

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Promote• Industry information feed (Blog/Notes)• Video and Photos• Share your products and services• Contests• Testimonials• Good News

Remember the 80/20 rule!

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Your Concerns Addressed

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How Secure is Facebook?

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Who Has Access to My Profile?

What is LinkedIn®?• Largest professional social network at 90+ M • A new member joins LinkedIn approximately

every second, half are outside the U.S. • Executives from all Fortune 500 companies

are LinkedIn members.

LinkedIn Users

• Average Years of Experience – 15 yrs.

• Average Age – 41 yrs.• 47% are “Decision-

makers” • Average income – 109K

How does LinkedIn work?

Allows for an exchange of knowledge, ideas, and opportunities with a broader network of professionals.

Has an unparalleled search engine (fields)

1.You are a record in the database2.The records are connected3.The connections form a network you can use

How do I use LinkedIn Best?•Make connections – you don’t know who you

don’t know – who might be your next client•Share your knowledge (groups and answers)•Search for employees•Research clients•Research competitors•Create strategic partnerships

04/12/2023

Some Specific Actions to Take• Know your brand – know your keywords• Why You? (Expertise, Industry, Niche?)• Connect to people you know and some

• Create Your Profile in a Word Document

WHY? The clearer you are on your brand, the better you represent yourself, the more

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Optimizing your Profile

My keywords – My Industry

Job TitleOffersServicesIdeal Client

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Building Relationships

• Use “Advanced Search” for Strategic Connecting• LinkedIn’s Connection Tools• Join Groups (and reverse engineering)• TopLinked.com (Open Networkers Only)

WHY? You’re only as visible as the size of your

network

“Old Fashioned” Etiquette

• Be Courteous• Be Relevant• Be Responsive• Email• Pick up the phone• Help someone out!

WHY? Because it’s still a SOCIAL network

YouTube

04/12/2023

How can you best use video?• Make your title count• Provide excellent content• Include your URL in your video and in your description• Take advantage of video’s branding

opportunities(See local Rob Smith with RobAdvertising for more)

04/12/2023

• An inexpensive way of creating a website• Increase your SEO• Do away with Content Management charges• Share dynamic and valuable information• Increase click thru and grow lists• Higher Google ratings (get found!)

EASY: Posterous.com

Best, but Trickier: Wordpress

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1. Do a little bit everyday to stay in touch (can be 15 mins)2. Keep everyone you know in the loop (email and SM)3. Don’t count anyone out as unuseful & be open to new

contacts (You don’t know who you don’t know who might be your next client.)

4. Engage your employees5. Have a Social Media Policy6. Have a Social Media “Style Sheet”

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Some Resources for YouCopy of this presentation: http://slidesha.re/LCWCsocialmedia (Password: LCWC2011)

Free LinkedIn for B2B eBook: http://slidesha.re/b2bebook

Excellent Websites for more Social Media:http://LinkedIntoBusiness.comhttp://Mashable.comhttp://SocialMediaExaminer.comhttp://blog.hubspot.com/

04/12/2023

Contact Me

• Please feel free to invite me to connect: Viveka@LinkedIntoBusiness.com

• www.linkedin.com/in/linkedinexpert• Tweet me @LinkedInExpert• Call me at: (970) 481-8916• Facebook me at:

www.facebook.com/viveka.vonrosen• Check out my website:

http://LinkedintoBusiness.com

How to use Social Media as an Employer

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