What About Those Other Social Media Platforms?

The Skinny on Twitter, Pinterest & LinkedIn

Missy MacFarlane, APRPrincipal, B2 Communications

Agenda

• Using social media to achieve your goals

• Choosing the right platforms– Twitter– Pinterest– LinkedIn

• Allocating resources

What’s your goal?

Twitter

• 140 characters• 241 million active

monthly users– 76% mobile– 77% outside U.S.

• 500 million tweets per day

1 in 500 million

• Compelling, helpful content• Engage others– Retweet (RT) – Reply

• Share or comment on breaking news that’s relevant to you

• Participate with regularity• Use hashtags

The basics

• Complete profile – Upload photos: profile and header

images– Add your location– Link to your website

• Follow others• Add Twitter icon and link to your

website, e-newsletters and email signature

Hashtags

• Use # before a keyword – Categories (#LegalMarketing)– Trending topics (#SochiProblems)– Events (#ROI2014)

• Anyone can see your tweet• Searchable

Hashtags

• Town halls• Twitter chats–#LegalChat –#SLChat

• Polls• TweetUps

Hashtags

• Beware of over-tagging• No more than 2 hashtags in a

single tweet

Measurement

• More than followers• Align measurement with your goal– Number or percentage of clients

following you– Engagement: RTs or @

• Online inspiration board• Collect, organize and

share images• 70 million active users– 73% women– 70% in U.S.

• Social channel of choice for moms

Pinterest

Pinning

• Most-pinned topics: – Food– Parenting– Fashion

• Popular types of pins:– Humor– Quotes– Behind-the-scenes

Pinterest Success

Pinterest Success

Pinterest

• Mostly B2C companies• Organizations with strong

visual imagery – Infographics and charts

• Online retail capability – Fourth largest traffic driver to

websites– 20% increase in traffic from

Pinterest

Pinterest Success

• More than followers• Align with goals– Repins– Likes–Website visits

Measurement

LinkedIn

• Connects professionals• 300 million members– 100 million in U.S.– Execs from every Fortune 500

company – 200 countries & territories worldwide

• Active on mobile

LinkedIn

• 5.7 billion professionally-oriented searches by members each year

• Ranks highly on search engines

LinkedIn Profiles

LinkedIn Profiles

LinkedIn Profiles

• Make connections with people you know

• Update profile regularly• Share updates to stay top of mind– Comment/like on connections’ news

• Give recommendations• Provide endorsements

LinkedIn Groups

• 2.1 million interest-based groups • Extension of existing associations

or community groups, or entirely new ones

• Find a group• Create your own group• Participate to get the benefits

LinkedIn Company Pages

• LinkedIn users can “follow” your company

• Company updates• Showcase pages– Extend your Company Page presence – Focus your message to engage

specific audiences

• Jobs

LinkedIn Company Pages

LinkedIn Company Pages

Measurement

• More than connections and followers

• Align with goal– Connections with current clients– New invitations – Profile views

• Analytics through Company Pages

Allocating resources

• Social networks require attention and participation for success

• Consider time and effort• Make sure the platform can help

you reach your goals• Be selective

Other Platforms

Other Platforms

• G+• YouTube• Instagram• Vine

Questions?

Thank you!

Missy MacFarlane, APRPrincipal, B2 Communications

[email protected]