Social Media and Branding for Small Business

Social Media for Business

Sandra Fernandez

@SandraSays #ComcastSocial

WHERE TO FIND ME: SandraSays.com Twitter.com/SandraSays [email protected]

Social Media Success !

Social Media Success

Goals

• KPIs & Measurement

Content Strategy

• Messaging & Schedules

Consistency

• Rout ines & Processes

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You are your Brand!

People buy your serv ices and products based

ent i re ly on their be l ief in your brand promise.

What is Branding?

A logo i s no t your b rand – a logo i s jus t

a v i sua l representa t ion o f your b rand.

Your b rand i s a p romise to your cus tomers .

Your b rand i s the percept ion o f you in your cus tomers ’ m inds .

A b rand re f lec t s reputa t ion .

Brands d i f fe rent ia te bus inesses and organ i za t ions by c reat ing

awareness on who they are , what they s tand fo r, what they do

best , and what they cont r ibu te to the wor ld a round them.

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Social Media Branding Process

1. Def ine your brand.

2. Pos i t ion your brand.

3. Create your brand ident i ty.

4. Be consistent.

5. Review and measurement.

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1. Define your brand .

In one o r two sentences – how wou ld you

descr ibe your bus iness? Your s ta tement shou ld inc lude how you

are d i f fe rent (and bet te r ) than your compet i to rs .

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2. Position yourself .

Which are your areas of expert ise? Ident i fy up

to three areas where you excel .

These wi l l be used to create your messaging strategy. These wi l l determine the topics in your posts. These wi l l be used to choose hashtags.

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3. Create your brand identity.

Choose a pr imary and secondary username for your soc ia l networks.

Choose how your bus iness name wi l l be l i s ted in every soc ia l network.

Write out the b io you wi l l use in a l l soc ia l networks . This should be in l ine with your brand. (Keep i t short; up to 160 characters.)

Choose a prof i le image to use in most soc ia l networks. Choose a cover image to use in most soc ia l networks.

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4. Be consistent .

Create schedules for:

Content creat ion.

Publ ish ing.

Socia l L istening.

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4. Be consistent .

Create a rout ine/schedule for Content Creation

to ident i fy when ( in your schedule) you wi l l s i t down to

create messages for soc ia l media.

EXAMPLE: I wi l l create messages for my soc ia l networks f rom 8am to 9am on Mondays, Wednesdays, and Fr idays.

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4. Be consistent .

Create an ed i to r ia l ca lendar fo r soc ia l med ia

Publ ishing to ident i fy the top i cs you w i l l cover and

the days/ t imes when you w i l l pub l i sh content to your se lec ted

soc ia l ne tworks .

EXAMPLE: I w i l l pub l i sh content as fo l l ows: Fa cebook - One mes s age e ve r y day a t 11 am Tw i t t e r - Two mes s age s e ve r y day ; one a t 9 am , and one a t 5 pm I n s t ag ram - One mes s age e ve r y o t he r day a t 6 pm

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4. Be consistent .

Create a rout ine/schedule for Social Listening ,

to ident i fy when ( in your schedule) you wi l l s i t down to

l i s ten, respond and part ic ipate in soc ia l media

conversat ions.

EXAMPLE: I “ l i s ten” on my soc ia l ne tworks f rom 7:45am to 8 am every bus iness day fo r cus tomer serv i ce messages .

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5. Review and measure .

Rout ine ly rev iew effect iveness of messaging

& make improvements.

Measure your soc ia l media act iv i t ies against goals.

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Best Practices

!

Social Media Tips

Choose your soc ia l channels based on goals .

Promote your soc ia l channels through other onl ine

channels .

• Promote v ia your off l ine channels.

Reward – post updates about spec ia l offers, d iscounts

and t ime-sensi t ive deals .

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Social Media Tips

Be consistent. Write and publ ish unique

content regular ly.

Schedule posts but monitor regular ly.

• Watch Your Pos t F requency and T iming .

• Pub l i sh on the weekend.

• You CAN repost in fo rmat ion .

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Social Media Tips

Add personal i ty.

• Soc ia l Med ia i s a conversa t ion between ac tua l

humans .

• Share photos and beh ind the scenes in fo about your

bus iness .

• Show o f f your s ta f f, your awards , your p rocesses .

• Th is i s an oppor tun i ty to have your cus tomers get to

know you .

• Be authent i c . Be honest .

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Social Media Tips

Write your posts off l ine. Proof and edit ,

then post .

• Wri te s imp ly and p la in ly.

• Be re levant . Your page/wa l l shou ld have content re levant

to your p roduct /serv i ces/exper t i se .

• Enforce your b rand ident i ty.

• Use images and v ideos that re f l ec t your b rand .

• Create a hashtag AFTER check ing i t . Use o thers ’ hashtags

i f re levant .

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Social Media Tips

Part ic ipate and engage.

• Respond to ques t ions , c la r i fy, add more in fo .

• Add va lue fo r your aud ience .

• Curate – share content c rea ted by o thers .

• Respond to ques t ions , c la r i fy, and add more in fo rmat ion .

• Reshare f rom your communi ty, espec ia l l y compl iments .

• Always v i s i t the l i nk and read the a r t i c l e be fo re reshar ing

content .

• Send thank you pos ts .

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Customer Service Tips

Create a pol icy. Inc lude escalat ion steps.

Use mult ip le channels. Create dedicated customer

serv ice channels.

Monitor and l is ten regular ly.

Respond quick ly.

React with caut ion. Do not leave sens i t ive informat ion

on soc ia l channels. Do not delete negat ive comments.

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Social Media Tools Free

TweetDeck (Twitter only ) –

https://tweetdeck.twitter.com

Freemium

Buffer - - http://bufferapp.com

Hootsuite -- http://hootsui te.com

Paid

Sprout Soc ia l – http://sproutsoc ia l .com

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https://tweetdeck.twitter.com/



http://bufferapp.com/

http://hootsuite.com/

http://sproutsocial.com/

Analytics & Measurement !

Things to measure

Metr ics

Fans, l ikes, fo l lowers Impress ions & Reach Engagement

Ampl i f icat ion (Reshares, Retweets) Act ions (c l ick thrus) Conversat ion (responses)

Share of conversat ion (ment ions compared to tota l conversat ion)

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Things to measure

What to do with the results

Diagnose: Adjust communicat ions, get better

Pr ior i t ize: Bui ld into p lanning, make dec is ions

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Create SMART Goals

Use the SMART acronym to help set up

KPIs (key performance indicators); these are

what you measure to see i f you achieved what you

intended to achieve.

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Create SMART Goals

Speci f ic

Measurable

A tta inable

Results-Or iented

T ime-bound

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Analytics & Reports

Free Google Analyt ics –

http://www.google.com/analyt ics/ Twitter Analyt ics Dashboard Facebook Analyt ics

Freemium Hootsuite -- https://hootsui te.com/ Rowfeeder -- https://rowfeeder.com/ Hashtracking -- https://www.hashtracking.com/ Sumal l - - https://sumal l .com/

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http://www.google.com/analytics/

http://www.google.com/analytics/

https://hootsuite.com/

https://rowfeeder.com/

https://www.hashtracking.com/

https://sumall.com/

Thank you!

Sandra Fernandez


WHERE TO FIND ME: SandraSays.com Twitter.com/SandraSays Facebook.com/groups/learnwithsandrasays [email protected]

Social Media and Branding for Small Business

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