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UC Berkeley ExtensionSocial Media Strategies
Session 3
Keywords
• Keywords are the words or phrases (longtail) that a search engine user types into a search engine to find what they are looking for.
• Branded keywords are the search words or phrases that include the brand name or a variation of the brand name.
Keyword Research
Ranking for the right keywords will make or break your website. And will also impact your social & content strategy:
• Are the keywords relevant to your website’s content?
• Does your content contain the keywords?
• Will people find what they’re looking for on your site using these keywords? Or will they land on an irrelevant page?
• Will this traffic result in revenue, increased website traffic, better website ranking or some other goal?
Example: Shoe StoreIs it better to rank for “brown shoes” or “Jimmy Choo” or “Jimmy Choo shoes”?
Understanding Long Tail Keywords
Popular search terms make up only 30% of searches on the web.
Long tail search terms make up 70% of the world’s search volume and also convert better.
Exercise
1. Go to Spyfu.com and look up a competitor’s site. What are the top 5 most valuable keywords?
2. Are those keywords similar to what you had listed for your company from Homework?
Selecting Social Networks
+ 100’s more
Select Social Networks
• Prioritize your social networks according to where your core audience is (80% of them)
• Each social network should have its own strategy
– Technology B2b be on Pinterest?
– Coffee shop be on LinkedIn?
– Should you have a blog?
– Should a B2B be on Facebook?
B2B on Pinterest
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B2B on Pinterest
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B2B on Pinterest
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Coffee Shop on LinkedIn
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Coffee Shop on LinkedIn
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B2B on Facebook
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• Marketer’s goldmine
• Learn about prospects, business partners, competitors
• Showcase your expertise, testimonials, recommendations – be top of mind
• You and everyone in your company are a representation of your brand
LinkedIn – Personal Profile
• Walk the talk…
– Your profile should be up to snuff
– It’s the perfect billboard to advertise and promote your company without seeming too corporate
+ +
Good Headshot
Professional Headline
Good Summary
LinkedIn Company Pages
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A Digital Billboard
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Prerequisites for Creating LinkedIn Company Page
1. You must be a current employee and have the company listed in your experience section on your personal profile.
2. You must have an email address @yourcompanyname.com onyour profile.
3. Your company’s email domain must be unique to your company.(For example, Gmail, Hotmail, and Yahoo are not uniquedomains.)
4. Your profile strength needs to be Intermediate, Advanced, or AllStar
5. You must have several connections.
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Linkedin.com>Interests>Companies>Create
LinkedIn Showcase Pages
• Dedicated pages you can use to highlight different aspects/products of your business
– Not recommended for small businesses
Promoting Your LinkedIn Company Page
• Add a follow button to your website
• Add a link to your email signature
• Add a link to your newsletter
• Cross promote on other social networks
• Include a link or follow button widget at the end of a blog post
LinkedIn Status Updates
Company Status Updates
• Your company in the press
• Industry news
• Blog
• Newsletter
• Event/Webinar
• Whitepaper/Case Study
• New products/services
Personal Status Updates
• Jobs
• Industry news
• Blog/LI post you’ve written
• Conference you’re attending
• Award you’ve won
Break (10 mins)
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Exercise
1. Make sure your LinkedIn profile is updated to have:
– Professional headline for what you want to be known for
– Custom URL that is your name
– Updated contact info, including: website that is your company name
2. Share 1 status update on your personal profile of either industry news or something else.
Facebook Cover Photos – B2C
Restaurants should have cover photos of food – they’re a B2C company and that’s their core business.
Facebook Cover Photos – B2C
Fitness sites should have cover photos of exercise – they’re a B2C company and that’s their core business.
Facebook Cover Photos – B2C
Financial institutions should have cover photos of people – they’re a B2C (or B2B) company and their core business is making people successful with their finances whether it be personal or business.
Facebook Cover Photos – B2C
Travel industry businesses should have cover photos of destinations – they’re a B2C company and their core business is vacation/getaways
Facebook Profile Photos – B2B
Market research companies should have cover photos indicating industry insights or charts –they’re a B2B company and their core business is research/insights.
Facebook Profile Photo – B2Everyone
News sites can have images that represent the news topics they talk about or the area in which they represent.
Custom Tabs
• Streamline your brand elements
• Ideas for custom tabs:
– Twitter Tab
– Pinterest Tab
– Networked Blogs tab
– Custom/promotional tab
• Tweak tab image & text to align w/ brand
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Administrating Your FB Page –5 Role Types
• Admin – Has the ability to add people and assign admin roles + everything below
• Editor – Has ability to create, delete & moderate content, create ads, and FB ads
• Moderator – Has ability to delete & respond to comments by others, create ads, look at FB Insights
• Advertiser – Has ability to create ads on behalf of Page, promote posts, and look at FB Insights
• Analyst – Only has access to FB Insights (analytics)
FB Page Best Practices
• Always have at least 2-3 admins per company Page
• Make sure your cover photo tells the story about your brand
• Tell your brand’s story through milestones
• Mix up your content with images, videos, text, FITB (fill-in-the blank), milestones
Facebook ToolsFacebook Graph Search
• What: identify interests and hobbies of your fans, competitor fans, potential partner’s fans
• Why: tailor your content to be relevant to your fans
• Link: the search bar within your personal profile
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Facebook ToolsFacebook Debugger Tool
• What: lets you tell Facebook to re-crawl your webpage metadata so you can change and update how your link looks when someone shares it on Facebook.
• Why: Scrapes and refreshes images or URLs, especially helpful in blogs
• Link: https://developers.facebook.com/tools/debug/
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Exercise (15 minutes)
• Likealyzer
– Look up 1 of your fictitious company’s would be competitors -http://likealyzer.com/
• Graph Search
– Try these searches:
• Favorite interests of people who like PAGE NAME
• Pages liked by people who like PAGE NAME
• Fans of PAGE NAME 1 and PAGE NAME 2
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Facebook Tools
Facebook Insights (Analytics)
• What: Facebook’s internal analytics tool for Page owners
• Why: Useful to see post reach, engagement, amplification, audience demographics + more
• Link: Located within your Page
Let’s take a look…
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Takeaways about FB Analytics
• “Reach” is a crappy, costly metric
• “Page Likes” are a vanity metric for Execs
• Engagement is the most important metric– Because they either happy
– Or they’re pissed
• Use to see when the best time is to post
• Use to see where your fans are located
• Use to determine which posts to promote
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“It’s where the
conversation is
happening whether you’re there or not”
Twitter NomenclatureName Symbol Definition Example/Notes
Replies/Mentions @ When someone mentions or replies to your brand they willput the “@” in front of your Twitter handle so that you see it
@socialstrand thanks for the tip!
Retweet RT When someone repeats your tweet
Tracy says: RT @socialstrandInclude a hashtag in your tweet so your conversation can be found by others
Hashtag # A way of demarking a topic in a tweet so that people cansearch and find those conversations easily
This book is full of #socialmedia tips and tricks.
Direct Message DM When someone sends you a private message on Twitter. You put a ‘d’ (not dm) in front of their user name to send them a private message (like an email)
d @tracysestili are you on Facebook? Let’s connect there too!
Modified Tweet MT When someone retweetsyour Twet but has to modify it due to length or context. Usually precedes with MT rather than RT.
MT Agreed! @socialstrandInclude a hashtag in your tweets so your convo can be found by others #smtip#socialmedia
Hashtags
Hashtags
A word or string of words preceded by the # sign
• They have no spaces
• They have no special characters - !^$%&@*
• They can’t start with or use only #s (#123)
Use to expand reach of tweet, find relevant conversations, monitor your brand
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Hashtag Tools Telling A Story
• Tagboard or Storify will gather the conversation around any hashtag
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Best Practices for Hashtags on Twitter
• Don’t use more than 2 hashtags per tweet
• Ask yourself if you want to be a part of an existing conversation or set a trend before creating your own hashtag
• Don’t create branded hashtags unless you are buying the hashtag
Twitter Profile
1500x1500px
<– 400x400 but shrinks down to 48x48 – so make sure it’s legible
Twitter for Best Practices Business
• Cover photos should reflect your brand
• Profile image should be your logo, unless using it for customer service or sole proprietor or face of the brand
• Bio – use all 160 characters if you can
• Pin popular tweets to the top
• Create lists to filter through the noise
• Use URL shorteners
URL Shortners
• Bit.ly, Goo.gl, tinyurl.com, ow.ly + many more
How do you get more Twitter followers?
• Listings: Add your brand to Twitter directories
• Chats: Participate in industry Twitter Chats
– This site lists them by day of the week or subject
• Twitter Ads: Create Follower Ads
• Links: Adding links to email signature, website, blog, newsletter, etc.
Situation:
You’re a B2B technology company and the VP of Marketing says, “We’ve just got to be on Pinterest!” What do you do?
Read: http://www.socialmediatoday.com/content/b2b-tactical-pinterest-strategy
Homework
• Create a fake Facebook Page for your brand (even if they already have one). Unpublish the page while you are working on it.
– Add a profile & cover photo
– Add at least one app or custom tab and modify image and name to look and feel like your brand
– Add at least 2 milestones and publish the page when you’re finished. Email me the page: [email protected] by Tuesday, 6pm.
