Heather Whaling
@prtini
prtini.com
heather@gebencommunication.com

Social Media for Small Business:
Updating Business Best Practices
Social Media = Opportunity
60%
online shoppers who use social networks regularly
Source: ForeSee's 2010 Social Media Report
credit: http://www.flickr.com/photos/nakrnsm/
"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." 
Warren Buffet
Jack Welch
Bill Gates
Andrea Jung
"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."
“It takes 20 years to build a  reputation and five minutes to ruin it. 
If you think about that, 
you’ll do things differently.”
"If I was down to my last dollar, I'd spent it on PR."
Google Alerts
Addictomatic.com
Netvibes
Hootesuite, Tweetdeck
Search.Twitter.com/advanced
Nielsen's BlogPulse
Alterian SM2, Filtrbox





free online monitoring tools
tools to measure satisfaction/feedback: 
Yelp, Angie's List
Industry-specific review sites
CitySearch
Foursquare (tips)
Blogs
Twitter (consider focus groups)
Surveys -- just ask!
E-newsletter "sharing"


75% of journalists start research online
Bypass media "gatekeepers"
Create advocates
Crisis communications
Community relations
Thought leadership
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)
internal communication ideas
Blog club
Glasscubes.com
Yammer, Google Wave
Wikis 
Intranets
Internal blog or e-newsletter 
getting started: 6 easy steps
create SMART objectives
develop a network
measure ROI & ROE
step 5
step 6
integrate online & offline
research & listen
step 4
step 3
step 2
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!
step 1
identify goals &purpose
choose the right tools
start interacting
frequently create & share interesting, helpful content
cultivate influencers
promote others
share, share, share
try new things
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




engagement metrics:
but wait ... there's more!!
trends to monitor
http://www.flickr.com/photos/moriza/
questions?
thank you!
Heather Whaling
@prtini
heather@gebencommunication.com
prtini.com
linkedin.com/in/heatherwhaling
#pr20chat & #prstudchat partnered
goals: 
forge new connections
eliminate cliques
promote additional learning opportunities
20+ existing chats particiated
4,500 tweets in an hour!!

www.turnsocial.com