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Social Media - A useful overview to get started

We'll go over why social media is important for every company and how to set effective goals to make it worth your while.

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Transcript of Social Media - A useful overview to get started

Social Media
A useful overview to get started:
“The qualities that make Twitter seem insane and half-baked are what makes it so powerful.”

- Jonathan Zittrain, Professor of Law at Harvard
“All one needs is a computer, a network connection, and a bright spark of initiative and creativity to join the economy.”

- Don Tapscott, dontapscott.com
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

- Scott Cook, Co-founder, Intuit
But not just any goals...
To get started, you need some goals.
Convince&Convert's Jay Baer puts it this way:
You need goals that fit your business or organization.
Source: Convince&Convert
Business Goals
Business Objectives
Social Media Goals
Social Media
Social Media
Social Media
You know your business goals better than anyone...

What are the mission and goals for your company or organization as a whole?
Do you want to make a profit?

Do you want to help the community as a non-profit?
Your business goals should guide every decision you make, including how and if you use social media.
Business Objectives are...
Specific in length
For example...
ABC 501(c)(3) would like to
increase funds raised
in order to offer Y program to
more people in
six months
XYZ Corporation would like to
increase service locations
in the
next year
Your business objectives
determine what social media
goals are appropriate.
Social media goals should fit your business goals.
For example...
Business goal:
To provide quality customer service that results in customer brand loyalty.

Social media goal:
To use social media as a medium for providing customer service that results in customer brand loyalty.
Social media is
one of many
tactics for achieving business goals, but
not a goal for its own sake
These objectives are also:
For Example...
Social Media Goal:
To use social media to provide customer service that results in customer brand loyalty.
ABC company will
provide appropriate responses

to questions and concerns

communicated through social media
within one day
of receiving the communication.
Possible Social Media Objective:
ABC company will use
existing customer communication guidelines
to address each question and concern received via social media.
Another Possibility:
Social Media Tactics can be the...
social networks you choose.
people you choose to create and post content.
frequency, topics and types of content you choose to post.
Specific in length
Your metrics are how you measure whether your tactics are working.
Measurement tools:
Measure the metrics you've chosen.
Are widely available for free.
Should never be your starting point.
Here are some tools we like:
Facebook insights - Free
Google Analytics - Free
Hootsuite analytics - Not free
Argyle analytics - Even less free
There are a lot of tools out there.
Without knowing what you need to measure, it can be hard to choose.
Starting with free tools may be best if your budget is
However, many not-free tools can better help you navigate through all of the numbers to
find the metrics that matter to you.
In short...
Ask this:
How could social media help us achieve our business goals?
And this:
Which social media platforms seem best suited to meet our goals?
Not this:
Is 2,000 likes enough?
Or this:
How to set effective goals
For Example...
Number of your tweets retweeted by others
Number of successfully solved customer issues received via Facebook.
Products purchased via social media merchandise store.
Ratio of positive to negative reviews on Yelp.
Will having more Twitter followers make me money?
So what does a "Like" really mean to me?
If you're new to the social scene...
You might be asking:
This seems a little overwhelming, where do I start?
How will I know if I'm doing it the right way?
You might be asking:
If you're to the social scene...
How can I make my social media efforts more effective?
How can I teach others to think social when it comes to doing social?
My boss doesn't appreciate the value of social media, how can I show him/her that social fits into our business model?
In this presentation we'll try to answer these questions and more.
What are your social media goals?

(This approach is one example of incorporating existing company culture into social media.)
Full transcript