Social Media for Small Business: Updating Business Best Practices
Social Media = Opportunity
- 75% of journalists start research online
- Bypass media "gatekeepers"
- Create advocates
- Crisis communications
- Community relations
- Thought leadership
who are you trying to reach?
how are they using social media?
what are people saying?
where are they saying it?
what's your competition up to?
listen, listen, listen!
choose the right tools
start interacting
frequently create & share interesting, helpful content
cultivate influencers
promote others
share, share, share
try new things
but wait ... there's more!!
tools to measure satisfaction/feedback:
“It takes 20 years to build a reputation and five minutes to ruin it.
If you think about that,
you’ll do things differently.”
"Break the service paradigm in your industry or market so that customers aren’t just satisfied, they’re so shocked that they tell strangers on the street how good you are."
- Yelp, Angie's List
- Industry-specific review sites
- CitySearch
- Foursquare (tips)
- Blogs
- Twitter (consider focus groups)
- Surveys -- just ask!
- E-newsletter "sharing"
Warren Buffet
free online monitoring tools
- Google Alerts
- Addictomatic.com
- Netvibes
- Hootesuite, Tweetdeck
- Search.Twitter.com/advanced
- Nielsen's BlogPulse
- Alterian SM2, Filtrbox
Jack Welch
pr 2.0 tools
- Get sourced: helpareporter.com (HARO)
- "Socialize" news: Pitchengine, PressKit'n
- Connect & educate reporters, community leaders and stakeholders via social media
- Join /organize Twitter chats & "twitterviews"
- Stream press conferences, community meetings (UStream)
"If I was down to my last dollar, I'd spent it on PR."
"At a company with such a long history of success, it's even harder to make large-scale radical and cultural shifts. There is a tendency to wait too long ... If you feel like it's difficult to change, you will probably have a harder time succeeding."
Bill Gates
Andrea Jung
getting started: 6 easy steps
internal communication ideas
step 1
identify goals &purpose
60%
Source: ForeSee's 2010 Social Media Report
- Blog club
- Glasscubes.com
- Yammer, Google Wave
- Wikis
- Intranets
- Internal blog or e-newsletter
online shoppers who use social networks regularly
Social Media for Small Business:
Updating Business Best Practices
step 2
create SMART objectives
step 3
research & listen
#pr20chat & #prstudchat partnered
goals:
- forge new connections
- eliminate cliques
- promote additional learning opportunities
20+ existing chats particiated
4,500 tweets in an hour!!
step 4
credit: http://www.flickr.com/photos/nakrnsm/
develop a network
step 5
Heather Whaling
@prtini
prtini.com
heather@gebencommunication.com
integrate online & offline
step 6
measure ROI & ROE
engagement metrics:
- Twitter followers, retweets, link "open" rates
- Blog comments and inbound links
- Web site and blog traffic
- Facebook fans, wall posts, and discussion comments
- YouTube views, comments, embeds
- Shifts in sentiment
- Sales leads/inquiries
questions?
thank you!
http://www.flickr.com/photos/moriza/
trends to monitor
Heather Whaling
@prtini
heather@gebencommunication.com
prtini.com
linkedin.com/in/heatherwhaling
www.turnsocial.com