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Social Media:
The whys & wherefores
by Katherine Hanson
Soci@lite
The only thing worse than being talked about is not being talked about
(Oscar Wilde)

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About Me
Social Media Training Consultancy
Help businesses understand HOW Social Media can help them, not just WHY
Passionate about helping businesses to navigate the world of online marketing
& master the metrics so they can raise their online awareness
Believe Social Media is the online equivalent of Word of Mouth which really
encapsulates its usefulness to businesses

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Social Media is….
The online equivalent of word of mouth, the oldest form of marketing in the world yet still
the most powerful
Permanent & broadcast – no reliance on somebody remembering what they have heard
about your business and passing it on to somebody else
An ongoing practice, the purpose of which is not to generate leads & business but share
information & engage in the same way that you would in the real world
Social Media tells you about the PEOPLE in your business – use your website to tell
them ABOUT your business
Here to stay whether you love it or hate it!

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WHY?

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Increase customer loyalty whilst driving traffic back to your website
Reach other markets for virtually no cost, other than in time & effort
Spread your message to those who want to hear what you have to say
Harness the collective power of a captive audience and they will spread the word for you
Conduct competitor analysis and stay ahead by posting information before they do
Obtain instant feedback from customers, peers & prospects
Audit trail of online activity - crucial for testimonials/referrals & a permanent reference point
No geographic boundaries - only 15% of business’ fans are local to them - go VIRAL!

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WHAT?

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The same business etiquette applies as offline – don’t say or do anything you wouldn’t
face to face
Not sure what to write about? Brainstorm ideas with colleagues, family and friends
Ask questions via Surveys & Polls, etc.
FAQs – answer questions & comments via your Social Media channels
Promote events you are holding or attending
Information online which you think will resonate with people
People do business with People - make personal stories into lessons
Resources your customers find helpful, e.g. Reviews, Links, ‘How To’ articles
News is cyclical - repackage content from company literature and your website
Call to Action with an Ethical Bribe, e.g. download a free e-book – gauge interest and
further engage followers with your content/website

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HOW?

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Sync Social Media channels to maximise your audience, e.g. Facebook, Twitter, LinkedIn
Think about your customers and what sort of information would be helpful to them
Add Social Media buttons to your site so readers can share via Twitter, Facebook, etc.
Use titles that are easy to understand so people want to click on them to read more
Build relationships with industry experts/influencers and share their content
Delegate to a ghost writer or encourage colleagues to blog or brainstorm ideas for content
Subscribe to other blogs – read what is being talked about and join the conversation
Plan your posts for the month with an Editorial Calendar – decide on dates and times

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WHEN?

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It needn’t be a content safari!
At least once a week – post & blog as often as you can thereafter
Plan your posts for the month and write/schedule as many as possible in advance – this
frees up your time to deal with daily tasks and social networking
Publish around the same time each day/week to create anticipation amongst followers
Sample Editorial Calendar

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A Social Media Dashboard enabling you to:
post to all your channels simultaneously
View all your Social feeds from one Dashboard
Weekly summary of mentions and analytics
Sync with Google Analytics and Facebook Insights
Maximise your captive audience - draft & schedule to send when followers will be online
Users include The White House plus these leading global brands:

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Value of Exchange
The relationship between your brand, employees & consumers which is more than
just a single transaction or subscription
8. You will be seen as an expert
7. Offer your products & services
6 Builds trust
5. Increases familiarity
4. Creates visibility
3. Builds new relationships
2. Increases referrals
1. Makes you credible

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Social Media success!
8. You will be seen as an expert
7. Offer your products & services
6. Builds trust
5. Increases familiarity
4. Creates visibility
3. Builds new relationships
2. Increases referrals
1. Makes you credible

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Summary
Be yourself! Let your personality shine through with a conversational & friendly tone
Free PR & instant feedback – ask questions & encourage comments
Online word of mouth - people trust peer recommendations so leave out the sales patter
Whatever your customers and competitors are doing you also need to embrace
Use it to enhance your offline activity NOT replace it
Captive Audience - engage and share with peers and customers
Content is King - the more you post the more you will be found which drives traffic back
to your website
Value of Exchange not Return on Investment
Reach markets you may not otherwise have access to
Doing business with those who know, like & trust you will make you money - Social Media
is merely the platform!

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In the year 2062, a bunch of elderly hipsters are interviewed about the good old days of Social Media
Source: www.futurehipsters.com

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Thank You
To discuss Social Media in more detail or for or a copy of this presentation
please email
katherine@social-ite.info
www.facebook.com/socialiteconsultancy www.linkedin.com/company/social-ite
www.twitter.com/so_cialite www.yoursocialmediator.wordpress.com