This document provides an overview of how brands can use various social media platforms like Facebook, Twitter, LinkedIn, Pinterest and Instagram. It discusses how each platform can be used for customer service, storytelling, promotions, relationship building and advertising. It also provides statistics on the size of each network and suggestions for an online strategy and tools for managing social media like Hootsuite and Facebook Insights.

1. Social Media Basics
Abbi Siler
Training Specialist & Business Consultant
lsiler@astate.edu or @abbisiler
© 2014 Arkansas State University Small Business and Technology Development Center

2. How Are Brands Using Social Media?
• Customer Service
• Story Telling – engaging advertising
• Promotions and Sales Incentives
• Relationship Building
• Advertising – pay per clicks, like campaigns, Twitter
campaigns
• Data – demographical analysis, trends, news
• Press – getting journalists attention, compelling press
releases
© 2014 Arkansas State University Small Business and Technology Development Center

3. Facebook
• A simple Facebook Icon alerts visitors to your website and can help increase
your likes.
• Facebook is going to give you mass distribution.
• Use pictures and balance your posts between links to your site and
information that is relevant to your audience.
– Example: You are working with folks on taxes – share articles on new tax
laws or data that may impact or inform your customers.
• Facebook is a great social network to build credibility and trust with
customers. To get started post once or twice a day or at minimum 3 times a
week. The more you share, the more likely you are to show up in the
newsfeed.
174,000,000+ people in United States
1,540,000+ people in Arkansas
*Data collected March 2014 via Facebook Ad Engine.
© 2014 Arkansas State University Small Business and Technology Development Center

4. Twitter
• A simple Twitter Icon alerts visitors to your website and can help increase your
followers.
• Twitter is a little smaller than Facebook and more easily targeted toward
specific audiences.
• The goal on Twitter is a conversation and information sharing. Only 140
characters, so keep it short and sweet.
• A bit more of a time commitment – you want to tweet at least 3-5 times a day
to get started and to grow.
• Hashtags are your best friend on Twitter when used effectively.
– Example: https://twitter.com/IRSnews/status/438762953782099969
– https://twitter.com/FreedMaxickCPAs
645,750,000+ total Twitter Users
58 million tweets sent per day
2.1 billion search queries per day
40% of users who watch Twitter but do not tweet
*Data collected March 2014 via Statisticbrain.com
© 2014 Arkansas State University Small Business and Technology Development Center

5. LinkedIn
• LinkedIn is the professional network – what you share here will be building your
personal brand or your company’s brand.
• Share articles, tips and join groups that are pertinent to your industry.
• This network works great for legal offices, CPAs, Real Estate and other
businesses that really depend on the personal brand of their employees and
owners.
• Learn more about creating a Company Page – this is a great tool for
recruitment and product/services marketing.
270,000,000+ total Twitter Users
84 million LinkedIn users in the United States
187 million unique users per month
38% of users visit the site on a mobile device.
*Data collected March 2014 via Mediabistro.com
© 2014 Arkansas State University Small Business and Technology Development Center

6. Think About The Online Strategy
• What are the goals?
– Education? Brick & Mortar Sales? Phone Call? Online Sale?
– Lead Generation?
– Communicating an idea, thought or brand?
• Where are the customers?
– Do they interact and research on Facebook? Google? LinkedIn? Twitter?
– How are you currently trying to reach them?
– Where are your competitors?
• Website?
– Is it updated? Is it flexible?
– Are customers finding and using the website?
– What’s the main call to action on the site?
© 2014 Arkansas State University Small Business and Technology Development Center

7. Helpful Tools for Managing Social Media
• Hootsuite:
– Time management tool – schedule tweets, cross promote from one
platform, short links, and more!
– https://hootsuite.com/features/social-networks
• Facebook Insights:
– This comes with any Facebook Page.
– Offers demographic information, likes, reports and growth opportunities.
– Shows you interactions and statistics for your Facebook Page.
• Help Sections on all Social Networks:
– Facebook, LinkedIn, Twitter and many other social networks provide white
papers in their Help areas to get you started – these can be downloaded
and read or shared with other staff members.
© 2014 Arkansas State University Small Business and Technology Development Center

8. Pinterest & Instagram
Visual outlets – great for retail brands, how to articles,
creative businesses. Demographics aren’t just women!
Instagram – a great tool to show what brands are
doing in the world around them.
Check out these examples: The White House, Lipton
Tea (instagram)
© 2014 Arkansas State University Small Business and Technology Development Center

9. Thanks!
Abbi Siler
Training Specialist & Business Consultant
lsiler@astate.edu or @abbisiler
Let’s keep in touch!
© 2014 Arkansas State University Small Business and Technology Development Center