Social Media Tips for Business (Facebook, Facebook Live, Twitter and LinkedIn)

Felicia Lin (October 11, 2016)

Use Social Media to Build Your Own Unique Tribe

“Instead of speed dating your way to interruption, instead of yelling at strangers all day trying to make a living, coordinating a tribe of 1,000 requires patience, consistency and a focus on long-term relationships and lifetime value. You don’t find customers for your products. You find products for your customer.”

–First Organize 1,000 (Seth Godin)

In this workshop I will cover tips on:

How to use Facebook (and Facebook Live) Twitter and LinkedIn for business

Planning your social media strategy (i.e. what to post)

Resources to educate yourself about social media

Facebook

What’s the difference between a Facebook profile, Facebook page and Facebook group?

What are some of the benefits or limitations of each?

How do you decide which is best for you?

Which is best for you?Facebook profile (personal page)

Facebook page(business page)

Facebook group

• For a single individual

• Connect with other by Friending them

• People can also follow you

• Non-commercial use• Limited to 5000

friends• Can’t run Facebook

offers or contests• Can’t do Facebook

ads (promoted, targeted posts)

• Can be converted from a personal to business page

• For a business/celebrity/brand

• Likes vs. Friends• Facebook Tabs

(customize, highlight aspects, make offers)

• Schedule posts in advance

• Moderate comments/block people

• Facebook advertising (target by demographics)

• Insights/analytics• Multiple admins

• For a specific group (organization, common interest)

• A place for group communications

• Can be public, private, secret

• Can regulate/approve members of a group

Facebook business page tips1) Like Pages as Your Page

This is a way to build your brand/business’s Facebook presence. It’s a great way to support partners other businesses in your industry. It’s also a way to build community.

(image from: Sprout Social)

Click “Select a Page” for a drop down menu and select which of your pages you’d like to like as.

Image from: Sprout Social

2) Use Pages to WatchIf your Facebook page has more than 100 likes, you will have access to Pages to Watch.

You can use this tool to see what your competitors, partners or influencers are doing. It’s a good way to see what others are doing that works. It might just give you some ideas for your social media strategy.

Image from: Sprout Social

How to Access Pages to Watch

1) Go to your Page, click on Insights

2) You will be automatically in the Overview tab.

3) Scroll down to the bottom of the page and underneath the “5 Most Recent Posts” section, is Pages to Watch.

4) Click on the Add Pages button.

5) In the search bar, type in the name of a Page you want and click the + Watch Page button.

6) Once you’ve finished building your list click Done.

3) People & Other Pages

This feature lists every person and Page that has Liked your Page publicly.

This list provides a lot of details such as the date on which each person or Page Liked yours. This could be useful for tracking follower growth especially during campaigns or contests. It’s good to know who and which Pages are fans. This could help you to build relationships and partnerships, and even give you ideas for your social media strategy.

Image from: Sprout Social

4) Response Assistant

This is a great customer service tool offered by Facebook for your Page. If you’re not able to immediately respond to messages that your fans sent to your Page, Response Assistant allows you to create up 3 types of automatic responses.

Image from: Sprout Social

Facebook Live

Why do a Facebook Live video?

How have you already seen Facebook Live used?

What are some ways you could use Facebook Live? What types of videos could you create?

How could you use Facebook Live for your business?

Facebook LiveWhat can you use Facebook Live for?

• A behind the scenes look

• Concert or event

• To make an important announcement

• To demonstrate something visually/live in action

• As a vlog

• Interview Q&A

• Podcast

• Focus on a cause and create awareness

Facebook LIVE

Before the Broadcast:

• Advertise and tell people in advance that you will be live, and where you will be live (i.e. on a personal or business page, an event page, or group) especially if it is for an event

• During the live stream put your phone on airplane mode (or the equivalent on an Android phone)

• Check the lighting and sound at the location before recording

• Use a tripod or selfie stick

Facebook LIVEDuring the Broadcast:

• Make sure that you introduce yourself! Tell people who you are, what you do. Think elevator pitch.

• Suggest that people follow you on Facebook to get notifications that you are on Facebook

• Tell people what value you will be giving them e.g. informational/educational or entertaining

• Interact with the people on the stream: address them, ask them a question, mention people you know by name, greet everyone

• If people ask questions in the comments section, restate the questions before answering them

Facebook LIVEDuring the Broadcast: (continued)

• End your session with a call to action e.g. offer a resource, a give away, ask people to do something

NOTE: You get free reach during the live broadcast and can broadcast for up to 4 hours.

After the Broadcast:

• Save the video to your phone’s camera roll or download it (Watch my “How to Download a Facebook Live Video”: https://youtu.be/c4-eYZYFuLU)

• Repurpose the video (YouTube, Vimeo, turn it into a blog post)

• Share the video elsewhere on Facebook (a business page, group, event page)

Twitter Branding Tips

Twitter bio

Twitter handle

Twitter photo (profile and cover)

Pinned Tweet

Twitter tipsHow do you want to represent yourself on Twitter?

What’s your brand identity?

A Twitter account for a business should promote or reflect the personality of your brand.

Amazon and DiGiorno are good example of this.

Images from: Postplanner.com

If your Twitter is for your personal brand, your tweets can represent more than just your personality.

Here are some suggestions for what you can tweet about:

• Topics that you are personally interested in

• News or articles relevant to your brand and/or industry

• Your expertise (published article, blog post, event/workshop, speaking engagement)

• Things that are sharable e.g. articles/blog post that are informative, useful, interesting, entertaining

MORE Tips on What/How to Tweet:• Make sure you use hashtags in your tweets that are relevant to what you are

tweeting.

• Use emojis that are 1) relevant to what you are tweeting about 2) related to your brand (The DiGiorono Pizza tweet is a good example of this)

• Use visual images where relevant and available (e.g. photo, graphic image, video, gif). Tweets with visual images attached get noticed and retweeted more.

• Tweet regularly (several times a week if not daily).

• Schedule tweets in advance (Hootsuite and Buffer are great tools for this).

*While doing all of the above be aware of what’s trending and unfolding in the news. If you are able to tweet something relevant to a trending hashtag, you’ll get a lot of retweets and exposure

Always follow back people who are following you unless you have some reason not to follow them.

Periodically unfollow people who are not following you back (www.friendorfollow.com is a good tool for this) Mention and Retweet people

Advanced Twitter tips

How you can scroll through someone’s Tweets quickly to see if you want to follow them or to list them?

Set up and send your tweets to a DM group.

Advanced Twitter tipsUse Twitter Lists

What is a Twitter list?

What are the benefits of using Twitter lists?

How can you use Twitter lists?

What types of Twitter lists should you set up?

Twitter ListsHow can you use lists :

• Create lists to organize/categorize your followers or people that you want to follow on Twitter

• Look at other people’s lists (especially those who are social media influencers or experts in your field) and subscribe to their lists

• Use these lists to keep track of and learn the latest news/developments

• Use these lists to find tweets to retweet

Twitter ListsTypes of lists you should set up:

• Influencers• Journalists• Experts/Thought leaders in your field• People who RT (retweet) you• Competitors• Friends• People you’ve met at specific events• People from a Twitter chat• Customers• Co-workers/Team

LinkedIn Tips• Set up a company page for your business and share posts from it to

your personal LinkedIn updates status

• Target your company updates. LinkedIn's targeting options is a great feature for company pages with a sizeable following. Company Page administrators can target their status updates to specific users using criteria like company size, industry, job function, seniority, geography, language, or by including/excluding company employees.

NOTE: A company must have at least 100 followers within the selected target group in order to post a targeted company update.

LinkedIn Tips (continued)• Publish a post to LinkedIn about your area of expertise, industry trends,

lessons learned, or tips/advice. This will give you exposure on LinkedIn and establish you as an expert on a particular topic.

• Start a LinkedIn discussion group or chime in on a group that is in your industry

• Post educational, informative, informational content that is relevant to your industry or area of expertise (e.g. news, articles, blog posts, infographics)

NOTE: People can see what you like on LinkedIn. Don’t post things that are too personal or NSFW

7 Ways to get leads on LinkedIn

1) People “also viewed” sidebar

Image from: Hubspot

7 Ways to get leads on LinkedIn (continued)

2) Job change

3) Competitor Networks

4) Pulse

5)Skill Endorsements

6) Alumni search

7)Boolean Google search

Image from: Strong Social Media

Planning your social media strategy

Variety of content e.g. a photo/visual image, link to an article/blog post, video, gif

Content posting schedule Decide how often to post and schedule posts in advance.

When deciding what and when to post, look at:

1) Facebook Page’s insights (when and what to post)

2) Twitter analytics (most popular tweets)

3) For Twitter use hashtags (which may also help plan posting of tweets)

a) something related to your industry e.g. #socialmedia #socialmediamarketing #smtips

b) hashtags for each day of the week e.g. #MondayMotivation #WednesdayWisdom #ThursdayThoughts#FridayFeeling

4) For LinkedIn share articles relevant to your industry, your events/speaking engagements, publish posts to LinkedIn. Show your expertise and knowledge. Establish yourself as an authority on a subject or industry. Keep it professional.

NOTE: NSFW content, being too personal on LinkedIn

Examples of how to create tweets for specific hashtags

Top 10 Social Media Blogs 2016 Source: www.SocialMediaExaminer.com

1. Buffer Social2. Jenn’s Trends3. Peg Fitzpatrick4. RazorSocial5. Rebekah Radice

6. Simply Measured7. Socially Sorted8. Sprout Social9. The Social Media Hat10. Unmetric

Felicia’s Favorite Social Media Experts and Resources

• John Crant LinkedIn workshop at NYPL• Jeff Bullas• Kim Garst• Patrice Truong• Peg Fitzpatrick• Hootsuite• Seth Godin

Web resources referencedSeth Godin’s blog post: First Organize 1000http://sethgodin.typepad.com/seths_blog/2009/12/first-organize-1000.html

Sprout Social: 6 Facebook Features Marketers Overlook by Jennifer Beesehttp://bit.ly/2b3iOL3

Kim GarstFacebook Live Traininghttp://kimgarst.com/

HubSpot:The Marketer’s Guide to Facebook Livehttp://bit.ly/2dt2bJa

11 Creative Ways to use Live Streaming on SnapChat, Facebook Live and More by Katherine Starrhttp://bit.ly/2cZHq8Q

Molly GreeneHow To Twitter: Tips For Newbieshttp://bit.ly/2blfE4Z

Hubspot:10 of the Best Brands on Twitter (And Why They're So Successful) by Lindsay Kolowichhttp://bit.ly/2ba4hvj

Post Planner:19 Best Examples of How Top Brands Use Twitter by Scott Ayershttp://bit.ly/1XUC4t8

Hubspot: How to Use LinkedIn: 35 LinkedIn Tips for Professional Networking, Business & Marketing by Pamela Vaughanhttp://bit.ly/2bne9m2

LinkedIn Help:http://bit.ly/2aNntmh

Social Media Examiner:How to Maximize Your Content Exposure on LinkedIn by Alexandra Rynnehttp://bit.ly/1WXSEc8

Social Media Examiner:Top 10 Social Media Blogs: The 2016 Winners! by Lisa D. Jenkinshttp://bit.ly/1TUF4XU

Hubspot:7 Little-know Ways to Find New Prospects on LinkedIn by Emma Brudnerhttp://bit.ly/2dGcKKG

Post Planner:How to Use Twitter Lists to Follow Thousands (and Appear Superhuman) by Aaron Leehttp://bit.ly/1yXAnRP

Sprout Social:How to Use Twitter Lists: A Professional’s Guide by Zack Hanzhttp://sproutsocial.com/insights/twitter-lists/

Need some help with your social media?

Here’s what I can offer you:

A complimentary 30 min social media assessment callI will take a look at all of your social media accounts and website and suggest what you could change/improve

$50 1 hour one-on-one in-person session *PLUS a follow up call after the sessionIn this 1 hour session, I will work with you personally on your social media, I can answer any specific questions you have, teach/show you how to do something, or help you to set up your social media e.g. setting up a Facebook page

$300/month3-5 posts a week on 2 social media platforms-1 blog post (this includes creating social media posts for the blog post and posting them on your social media platforms)

$550/month3 posts a week on 3 social media platforms2 blog post

$150/blog post (500-600 words)-original, researched content that can be customized for you, or your business -this includes any discussions, interviews, rewrites and editing which has to happen before getting to the finished product+additional fees for creating and scheduling a social media posting for the blog

Hope you’ve learned something new! If you’d like to connect you can find me here: