This document provides an introduction to using social media for startups. It covers setting up social media accounts correctly, understanding platforms like Twitter, techniques for engaging audiences, and evaluating basic analytics. The document discusses how to measure social media effectiveness, choose appropriate channels, identify target audiences, allocate time, and select a tone of voice. It also provides tips on using hashtags and lists on Twitter, finding influencers, engaging audiences, and analyzing quick analytics from Twitter and Google to improve performance.

1. Introduction to
Social Media for Startups
Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey

2. What Will Be Covered
▪ Set yourself up right at the beginning.
▪ Understanding social media jargon – especially in the Twitterverse.
▪ Techniques for engaging a social audience for the first time.
▪ Evaluating basic insights & analytics to measure what's working & what's not.
▪ Q & A time at the end.

3. Answer These Questions
 How will I measure the effectiveness of social media efforts?
 Will different social media channels have different primary goals?
 Who is my target audience, secondary audience, tertiary audience…
 How much time do I have to manage these account?
 What content marketing tools do I have at my disposal?
 Which tone of voice do I want these accounts to have?

4. Twitter or Facebook?
• 51% of active Twitter users follow companies, brands or products on
social networks. (via Edison)
• Twitter users are 3 times more likely to follow brands than Facebook
users. (via Convince and Convert)
• 37% of Twitter users will purchase from a brand they
follow. (via MediaBistro)
• 70% of small businesses are on Twitter. (via MediaBistro)

5. Account Management
 Twitter
 Hootsuite
 TweetDeck
 Facebook
 Facebook Pages
 Find what works for you.

6. Get the Basics Down

7. Twitter Jargon
 #Hashtags
 @
 RT/Retweet
 Favorite
 Mentions
 Trends
 Lists

9. Hashtags
▪ Find relevant hashtags by researching which ones are used by your
target audience and top influencers.
▪ Tweets with hashtags get 2x more engagement. (via BufferApp)
▪ 1 or 2 hashtags will get you 21% more engagement than if you add 3
or more. (via BufferApp)
▪ Continually research hashtags. New ones appear all the time, some
are only used at certain times, and they can morph into something
else that may not be relevant to your audience.
TIP: Hashtags don’t have to live exclusively at the end of a Tweet.

11. Twitter Lists – Get Organized
 Top Influencers
 Customers
 (current and former)
 Brand Advocates
 Employees
 Competitors
 Media & Community
 (target area)
TIP: List names cannot exceed 25 characters, nor can they begin with a number.

12. Twitter Lists – Learn from Others
 Follow lists other accounts
have added you to.
 Build your follower list by
seeing who else are on
these lists and following
those users.
 Keep checking back on
these lists as they grow.
 Engage with new
followers to keep
momentum going.

13. Building Your Audience

14. Know Who the Influencers Are
 Influencers tend to have large followings on Twitter.
 Look for people your target audience follows and engages with.

15. Find Your Audience & Get Found Yourself
 Hashtags
 Search Function
 Keywords/Phrases
 RTs & Favorites
 RTs & Favorites from Top Influencers
 Start a Dialog with a Top Influencer
 Influencer Follower/ List
 Influencer Following List

17. Engaging Your Audience

18. What “They” Say
 Tweet late at night, after 3 PM or over
the weekend (schedule tweets).
 Fridays tend to get the highest
engagement rates across social
channels.
 Include links, images and strong calls to
action like “join us” or “learn more”.
▪ Keep your tweets under 100 characters.
▪ 3-5 tweets per day is optimal for most
businesses.
Image: entrepreneur.com/article/236618

19. Quick Hit Analytics
How to know what’s working and what’s not.

20. Twitter Analytics

21. Follower Growth
 Keep an eye out for follower spikes.
 What caused it? Can you duplicate it?
 Are they quality followers?
Image: Hootsuite Reports Image: Twitter Analytics

22. Google Analytics

23.  Can give you some quick insight on
things you will eventually be able to
see without the Facebook Insights.
 Time of day and day of the week
people see your posts most often.
 Types of posts that have the highest
engagement rates.
Images: Facebook Insights

25. QUESTIONS?
Nicole Knoll, Digital Marketing Strategist, Geonetric @nverhey