Social Media For Small Business
SOCIAL MEDIA FORSMALL BUSINESSWHAT’S INSIDEKey Concepts.1The rapid adoption of social media is becoming more apparentby the day and is changing the way we do business. It is nolonger a matter of asking “should” you use social media tomarket your business, but “how” you should. This booklet willhelp you craft a social media strategy as part of your overallmarketing mix.Key Social Media Platformsand Tools.1Benefits of Social Media.2Getting Started.21. Planning.22. Steps for Creating a SocialMedia Strategy.33. Resources Neededto Implement.34. Do-It-Yourself Option.4Key Concepts5. Choosing a Specialistto Work With.4Social media is a broad term used to describe all the different onlinetechnology tools that enable people to communicate easily via the Internetthrough sharing information and resources. Methods used include posts onblogs or forums, sharing of photos, audio clips, videos and links, creatingprofiles on social networking sites, and posting status updates—usuallywith a feedback mechanism. Although social media started out as amedium for friends and family to share information, smart marketersquickly caught on to how they could leverage it.6. Understanding BestPractices and Pitfalls.4Nuts & Bolts.51. Becoming Social Online.52. Social Media Aggregators.103. URL Shorteners.104. Social Bookmarking andContent Sharing.115. Blogging.11Key Social Media Platforms and ToolsThere are many different types of social media. The following graphichighlights these various types and some corresponding examples that arepopular now. However, this is a rapidly changing landscape and new socialmedia sites are popping up all the time. Be on the lookout for new andemerging resources.continued on page 2 6. Creating Content.127. Syndication of Web Content.138. Impact of Mobile Devices(including QR Codes).139. Going Local – Couponing.1410. Recruiting and Job Hunting.14Measuring Your SocialMedia Efforts.14Where is Social Media Heading?.16Related Topics Coveredin Other Booklets.17Glossary of Terms.18Disclaimer: This booklet is intended for informational purposes only and does not constitute legal, technical, business or otheradvice and should not be relied on as such. Please consult a lawyer or other professional advisor if you have any questionsrelated to the topics discussed in the booklet. The Ontario Government does not endorse any commercial product, processor service referenced in this booklet, or its producer or provider. The Ontario Government also does not make any express orimplied warranties, or assumes any legal liability for the accuracy, completeness, timeliness or usefulness of any informationcontained in this booklet, including web-links to other servers. All URLs mentioned in this document will link to an external website.
2 continued from page 1Depending on the industry you are in, certain types of socialmedia may be more relevant than others. For example,those in the travel industry will find a site like Trip Advisor auseful social media tool. In addition, the use of social mediamay be more prevalent in some industries than others andwill work differently for businesses in different fields. It isimportant to do your research to find out if and how yourcustomers and prospects are engaging with social media.Benefits of Social MediaFrom a marketing perspective, social media tactics canhelp you: Extend your marketing reach affordably. Increase brand awareness. Drive traffic to your website. Personalize customer service. Create excitement for events. Promote product/service launches. Build a community of customers who, by virtue ofmembership, endorse your products/services. Test market ideas. Open up new markets. Complement other marketing efforts such as paidmarketing campaigns. Integrate a social element in your business bypersonalizing your company.Getting Started1. PlanningIf, like many small business owners, you find socialmedia overwhelming, don’t try to do it all at once. Takesmall steps when you are starting out and bear in mindthat it will take time, because it’s all about relationshipbuilding. Before using or expanding your use of socialmedia, answer these questions:Are You Ready for Social Media Marketing? Does your target audience use social media and, if so,do you know where your prospects congregate online? Do you know what goals you are trying to achieve byengaging in social media?
3 Can you allocate time and budget? Is there someone well suited to be your voice insocial media? Do your employees require training? Do you need to hire or outsource a socialmedia manager? Do you have clear key messages and branding todisseminate in the social media realm? Can these various online tools integrate with youroffline marketing methods? Do you have a plan in place to guide your use ofsocial media marketing?2. Steps for Creating a SocialMedia StrategyHaving a solid social media strategy can really make adifference to the success of your marketing campaigns.Note that your plan will likely evolve and changeaccordingly as you learn what works for your businessand what doesn’t.1. Conduct your research. Listen to the conversationsand identify the industry thought leaders you want tofollow so you will learn how to participate.2. Define your goals and metrics. What is it you want toachieve and how will you measure its effectiveness?For example, are you trying to drive real targetedtraffic to your site? For your Facebook metrics, thenumber of “Likes” to your Facebook page and theamount of shared posts or status updates will tellyou if you are successful. Or perhaps you are tryingto build a community of followers who will promoteyour products or services. If so, good measures ofsuccess will be the number of your followers withinthe social platforms.3. Develop a strategic message and method. For eachobjective, you may need different methods andmessaging to reach the target audience. For example,driving traffic to your site will require a campaign suchas a contest or submitting a request form for a freewhite paper download. Or, if you’re trying to builda community, you’ll need to first build trust andcredibility by being authentic in your dialogue andsharing valuable content.4. When evaluating the success of your efforts, firstreview the goals you established in Step 2. Do themetrics show success? You might need to adjust someelements of your online activities to stay on course.Be sure to keep track of metric trends over time anddon’t be afraid to experiment.3. Resources Needed to ImplementContrary to popular belief, social media marketing isnot free. The platforms may be free or inexpensive, butthe following resources are needed to do social mediamarketing well: Budget. Getting started with social media marketing is avery simple and inexpensive process, requiring only anemail address. Most, if not all, of the applications are freeto use but there are hidden costs such as your time orhiring someone to run your social media strategy. Someadditional costs may include professional versions ofplugins (small applications) that expand the functionalityof the core application. For example, these plugins couldinclude the ability to sell online or control spam. Proper training and polices. Getting familiar withthe workings of social media tools tends to be timeconsuming for most business owners and theiremployees. Proper training and social media policiesshould be put in place and key players assigned tomanage your social activities. Even if you only selecta few voices to represent the company, it is importantthat everyone from the top down is familiar with thepolicies, brand message and vision for the company. Self-editing website. Having a self-editing websiteor blog is paramount in order to frequently change thecontent you share on social media sites. Facebook andTwitter offer posts and micro-blogging tweets that cansupport your in-depth articles. These can be teasersthat lead traffic back to your site to not only to read thefull article or participate in viewing a video, for example,but to showcase the full offerings on the site.Other hidden costs include the time to monitor yourreputation online, to track results and to expandcustomer service.
44. Do-It-Yourself OptionGetting involved in social media is easy. The do-it-yourself(DIY) option is viable because social media tools are themost affordable and easy-to-implement technical offeringsavailable online, and can be totally controlled by you.(See details in Nuts and Bolts Section below).Tips for Maximizing Success When You Start onYour Own Attend DIY workshops on online resources to find outhow social media tools work and how they can beapplied to your business. Consider your time involvement and whether youwill incorporate a “social” business where everyoneparticipates and has a role (for lead generation,customer service, peer-to-peer networking, etc.)or whether you will assign one person or a few selectpeople to represent your company. The trend now istowards socializing the whole team. Strong communication skills to create effective posts,tweets, interactive videos and campaigns to meetyour objectives Project management skills to integrate the varioustools both online and offline6. Understanding Best Practicesand PitfallsDo’s Listen to the conversations related to your type ofbusiness and industry on social media sites such asLinkedIn, Twitter or Facebook. For example, if you havegraphic design offerings, you should follow other graphicartists or marketing companies to see how they areconversing with their audience. Whether you receive positive or negative comments,always respond in a professional manner and learnfrom the writer’s input or comments. Offer social media training to your staff, and puta social media policy and schedule in place. Participate—be authentic, transparent and consistentin all your communications. Integrate ways to bring social media into all areasof your business—including customer service, sales,marketing and public relations. Have a content posting schedule in place. Ensure there is buy-in throughout your company. Be consistent with your branding and messages on allsocial media platforms.5. Choosing a Specialist to Work WithTypically, small businesses do not hire a specialist initially,but eventually you may decide you need extra help if youlack the expertise and time in-house. Whether you arehiring a social media manager or outsourcing this workyou will need to look for certain skills in order to representyour brand online powerfully.What to Look for in a Specialist: Create high quality content to share. Create comprehensive, keyword-rich profiles to shareon social networking sites. Place calls to action within your posts—that is, includelinks back to your website so visitors can read somethingvaluable like a good article.Don’ts Refrain from blatant promotion and selling. Experience with these tools as a user Do not spam. Strategic mindset and marketing smarts, with anunderstanding of how to effectively utilize the toolswithin the bigger marketing picture Avoid being too personal or social rather thanbusiness-oriented. Good leadership skills, with the ability to work withpeople in your company Don’t react emotionally online to negative commentsabout your brand or product or service.
5Nuts & Bolts1. Becoming Social OnlineThere are many players and platforms to choose fromin the rapidly evolving social media landscape. Each isunique and presents a different opportunity to engage withyour target audience. Keep in mind though that companiescome and go as they jostle for position and what is populartoday may fall by the wayside tomorrow. You need to trackemerging trends and be ready to adapt quickly.Currently popular social media platforms like Facebook,Twitter, Pinterest, YouTube and LinkedIn all contributeto helping businesses with their branding, positioning,networking and collaboration efforts. Check them out tosee what they offer and if your customers and prospectsare there. Each has its particular use and effectivenessbased on the type of audience and how that audienceengages with them. For example, Twitter is a one-to-onecustomer and prospect engagement tool, excellent forreal-time customer service, Facebook is a powerfulcommunity manager and LinkedIn is good for creatingprofessional alliances and for recruiting employees. Once you feel ready to participate in conversations,start introducing yourself by sharing quality contentand building relationships. Participate in YahooAnswers, LinkedIn QA and discussions, commenton other people’s blogs and be a guest blogger. Write your own quality blog and share articles on ezinedirectories, incorporating “share” or “like” buttons onyour blog. Share video content on YouTube www.youtube.com,Vimeo www.vimeo.com or Viddler www.viddler.comand share images on Flickr www.flickr.com, 500pxwww.500px.com, SmugMug www.smugmug.com.So where do you start? The process itself is quitestraightforward. To start along the path, all you need isan Internet connection. Start by setting up a profile onany of the various platforms. Your success will depend onyour ability to develop new relationships by following andengaging with those you make connections with. Alwaystry to share quality information, and be transparent,honest and authentic. Here are some tips to get you going. Sign up to the various social media platformssuch as LinkedIn www.linkedin.com, Twitterwww.twitter.com, Facebook www.facebook.com,Google Plus, https://plus.google.com. When you createyour company profile, briefly explain what you do andincorporate keyword phrases. Include a link back toyour website or a specific landing page on your site. Research using keyword phrases to find the conversationsin your subject areas, to listen carefully and to identifythought leaders to follow by signing up for RSS feeds.Social Media and Networking PlatformsThe tables below provide information about various socialchannels, including micro-blogging, social networking,business social networking, video sharing and photosharing. Review the details provided to determine whichchannels would work best in order for you to achieveyour goals.
6SOCIAL NETWORKINGSocial networking refers to websites that individuals use to socially engage through chatting, status updates andmeetup. Within these virtual communities, users create home profile pages and share comments and links directlywith other users. Examples include facebook.com, myspace.com, ning.com, orkut.com, cafemom.com, badoo.com.DescriptionTo Do’s Allows users to createprofiles, upload photosand video, sendmessages and keepin touch with friends,family and colleagues. Set up your profileand customize youraccount page. Enables users to engagethrough status updatesand instant messaging. Businesses can reachtheir target audiencesby identifying particularprofiles likes/dislikesand target their adsaccordingly.UsesBenefits Embed pages from your Networkingwebsite so that selling Customer engagementonline can be brought into Driving web trafficFacebook environment. Set up “like” button Reputation managementto post on site, for Promote business Customer retentionusers to share content.through FacebookAdvertisingorSponsored Another commerce outlet Build custom FacebookStories that are tied intopage for specialized Viral marketingtarget audience location,content and branding. Personalizing ofage, likes and needs. Optimize Facebook foryour businesssearch (e.g. keyword-rich Build reach by leveragingcontests and campaigns. Collection of morephrases in page name,detailed analyticvanity URLs, wall andand demographicprofile).information through Post regular statusFacebook Analyticsupdates with valuablecontent to share withfans/friends.Best Practices Build a strategy that is social by design. Create an authentic personalized brand voice. Make your page interactive. Nurture your relationships. Respond to feedback and continue to monitor what others are saying about you. Schedule your status updates through content schedulers like hootsuite.com, ping.fm.
7BUSINESS SOCIAL NETWORKINGBusiness social networking provides business owners and employees an opportunity to brand themselves virtuallyand share content with other like-minded individuals. Examples include LinkedIn linkedin.com, Google Plusgoogle.com/plus, Ning http://ca.ning.com/ and Sprouter www.sprouter.com.DescriptionTo Do’s Interactive online Sign up and fill outcommunities thatthe profile detailsconnect individualscompletely to maximizebased on sharedeffectiveness.business needs or Update your statusexperiences. Thesefrequently and link tocan include sharingyour blog articles,knowledge, exchangingTwitter, Facebook orideas and opportunitiesYouTube accounts.with contacts directly or Join a group, participatethrough group discussionand build your trust byforums and job boards.providing valuable input. Exchangerecommendationswith your contacts. Set up a Google Plusaccount and BusinessPage with aGoogle account. Set up “Circles” (selectgroups or segmentedaudiences) and“hangouts” (plannedsessions or impromptugatherings), as well assearch and ripples(graphics containinginformation in a visualformat), that let youknow what people aretalking about acrossyour social network). Get a Google Plus vanityURL, (www.gplus.to).UsesBenefits Use as a research toolto find connections andget introductions Dramatically grows yournetwork, includingreaching allies globallywith ease Post careeropportunities. Connect with alliedindustry players. Create multipleaudience segments. Showcase video in thecompany profile. Answer LinkedIncommunity questions. Promote professionalevents. Utilize some of the keyapplications to showcaseyour products andservices (e.g. SlideShareto present key product/service messaging;Polls to engage yourLinkedIn associates). Communicate througha video conferencingfeature in “hangouts”. Excellent marketresearch tool Find new hires,screen prospects. Check out competitorsand who they arelinked with. Review industry trends More business orientedthan Facebook Can have segregatedlists for targetedcommunications In early stages ofbusiness adoption,so custom page nameavailability still high Google tends to favourGoogle in its rankings. Fosters real-timepositioning in Googlesearch results. Use for training. Providecustomer service. Build relationships,alliances.Best Practices Keep your profile as professional as possible, but with a personal touch. Be willing to share your contacts, participate in referrals and make sure your privacy settingsallow people to find you.
8 To drive traffic to your site, create specific and relevant to the conversation landing pages for yourLinkedIn audience. Use privacy settings to manage what is public and what is not. Manage Notification settings to reduce spam. Draw attention by using formatted (bold, italics) text.MICRO-BLOGGING SITESMicro-blogging is similar to blogging but with a limited number of characters available for each post. These postscan be easily shared and searched, and profile pages can be designed to fit your brand. Examples include Twitter,Tumbler, Friendfeed, Posterous and Cirip.ro.DescriptionTo Do’sUsesBenefits Sites that provide succinctdirect messaging thatpersonalizes a companythrough an approachableonline presence. It’s allabout conversationalcontent, utilizing calls toactions (e.g. link back tocompany website to readfull story, or sign up forsubscription or freedownload). Set up your profileand customize youraccount page. Marketing (e.g. sharerelevant, qualitycontent by addingshort form links*) Enhancescustomer service. Public relations (e.g.promote events, productlaunches, Awards) Creates exposure to yourother online presence. Group like-mindedpeople together throughhashtags # identity. Hold privateconversations throughdirect messaging (DM). Send mass messagesto all followers. Send messages tosomeone outside yourfollower list by includingan @ sign username. Customer service(e.g. real-time feedback,reputation management) Tracking and analyzingyour campaigns Researching industryconversations Retweet or reblogto pass message on(viral effect). Builds andpromotes brand. Builds partnerships/alliances. Identifies influencersand thought leadersin your industry. Boosts credibilityand trust amongfollowers, showcasingyour expertise. Provides powerfulsearch features.Best Practices* Short form links—some links tend to be very long addresses, so consider shortening them by going to eitherof the following sites—www.bit.ly or goo.gl/ Be authentic and transparent, truthful and personable. For effective re-tweeting, keep your messages to 100 characters in length, to allow for easy sharing. Monitor what people are saying about your brand and react professionally. Segment lists of followers to target marketing efforts. Don’t follow too many people at once.
9VIDEO SHARINGVideo sharing refers to social networking websites where users can upload and share videos. Examples includeYouTube youtube.com, Vimeo vimeo.com, Viddler www.viddler.com, Sohu sohu.com, Daily Motion dailymotion.com/us,and Metacafe metacafe.com.DescriptionTo Do’sUses Video sharing sitesoffer individuals theability to upload clips ofvideo to share publiclyor privately. Set up a YouTube channel Product or serviceby using your Googledemosaccount; use a separate Promotional clipsbusiness Google account Speeches andto link with your channel.presentations Update your “How to” seminarschannel information. Teasers/Trailers Upload videos which can Video testimonialsthen be embedded intordyour website or other 3 Product support videos,party sites.or technical support Google YouTube also Brand recognitionoffers Video Advertisingand engagementfor your business. Viral campaignsAdWords for Video 1 Video sharing,allows you to createrating systemvideo advertisingBenefits Powerful, visual methodof engagement Potentially viral Global and localaudience Demonstratesyour expertise. Aids in overall SEOand boosts rankingsin Google. One of most costeffective strategiesfor marketing yourproducts/servicescampaigns with yourYouTube videos.Best Practices Leverage reach of YouTube—make it accessible, link from all your social accounts, embed in your website. Set your settings to auto-play your video on your channel. Make your web address the first word in the video description. Title your videos with a keyword rich phrase to help target your video. Offer a text summary or consider captioning to make the video more accessible.
10PHOTO SHARINGPhoto sharing sites give users the ability to upload and share photo images with others. Examples includeFlickr flickr.com, Pinterest www.pinterest.com, Wallpost wallpost.com, My Shutterspace myshutterspace.com,and Picasa https://picasaweb.google.com/home.DescriptionTo Do’sUsesBenefits Image sharing sites offerindividuals the ability toupload images to sharepublicly or privately. Upload photos andtag them for easysearch capabilities. Use candid shots topromote office culture,or “behind the scenes”of your company. Business promotion Use to edit, rotate, sendto blog, add notes, havedifferent sizes, send toa group. Design more engagingPower Pointpresentationswith photos. Social sharing—real time imagery Ability to comment onother people’s photos,build relationships Use ‘Notes’ fordescriptions and reviews. Show your customersor your portfolio as Set up groups (e.g.a Flickr stream.friends, families) forprivate photo sharing. Choose photo set foreasy organization ofphotos for search. Display product designsfor feedback from clientsor end-user testing. Download mobile versionfor on the go publishing.Best Practices Add keyword rich titles and descriptions to photos. Include relevant photo name, rather than number.jpg. Categorize photos to make search easier.2. Social Media AggregatorsThese are tools or platforms that enable users involved insocial networking to catch up with their network activityall in one place. They will save you time if you are tryingto monitor multiple social media sites and are alsohelpful for your content planning. Examples include: FriendFeed: A popular application that allows you toshare content across Facebook, Flickr, Twitter andother social networks (www.friendfeed.com). HootSuite: A web-based social media aggregator fortracking and posting updates (www.hootsuite.com). Minggl: A browser add-on that lets you manageand interact with all your contacts from one place(www.minggl.com). Tweetdeck: An app that provides real-time socialweb access, allowing users to connect with Twitter,Facebook, LinkedIn and MySpace (www.tweetdeck.com).3. URL ShortenersAs a blog post typically uses the title as the URL it can bequite long. Services like https://bitly.com or http://goo.glwill not only shorten your link but will also give youstatistics on how many people actually clicked on the link.
114. Social Bookmarking andContent SharingSocial bookmarking is a method for you to organize, store,manage and search for bookmarks of resources online.Tagging is a significant feature of social bookmarkingsystems, enabling users to organize their bookmarks inflexible ways and develop shared vocabularies. It usuallyinvolves users assigning keyword descriptors to “tag” eachbookmark or link they want to share, and then saving themto a public website. You are not actually sharing the “file”,just the “reference link” to it. This allows other people tosearch by those terms and find those pages. Most socialbookmark sites organize their bookmarks with informaltags. You can get up-to-date bookmarks if you subscribeto the social bookmarking site feeds.The best marketing strategy for a business is to placean icon of one of these bookmarking sites alongside anarticle, so site visitors can tag the article. The more timesthis web page is tagged, the higher the popularity rankingof the page. A high popularity ranking draws attentionand drives traffic back to your site.Here are some examples of popular social bookmarkingand content sharing sites: Pinterest – a bulletin/pin board type of social mediasharing based on themes. Useful for interior decorators,artists, crafters, etc. (www.pinterest.com). Reddit – a social news website where registered userssubmit news or articles and other users vote on whetherthey like them (www.reddit.com). The most popular onesdisplay at the top of the list. Technocrati – an Internet search engine that searchesblogs. Technorati tags are added to your blog postings;the more viewers click on them, the more authoritativeyour blog content is deemed (www.technorati.com). Del.icio.us – a social bookmarking web service forstoring, sharing, and discovering web bookmarks(www.delicious.com). Web users save what they likeusing the Delicious bookmarklet in their browser barto add websites to “themed stacks” for easy sharing.5. BloggingThe difference between a blog and a website is that ablog is frequently updated with commentaries, news,articles with images, videos and text, and therefore is anexcellent way to share information and expertise with yourtarget audience and engage people. In addition, readersof your blog can leave comments and, by replying, youwill start a dialogue.The layout of blogs is typically different from a websitelayout, offering widgets, like a calendar, or plugins, likesidebar testimonials, to expand its functionality.There are many blog application programs available foryou to choose from: ones that are hosted by a bloggingprogram such as wordpress.com, blogger.com, typepad.comor tumblr.com; or ones that you can set up within yourexisting website hosting service.Below are some quick tips on using your blog to promoteyour business:Tips for Using Your Own Blog to Promote Your Business Create a professional looking blog. Keep your blog posts positive and to the point. Create useful content for your target audience. Writeabout your area of business expertise. Provide updatesabout your business, and your products and services. Provide links on your blog to the sales section ofyour website. Digg – a social news website which allows submissionof stories and voting privileges, also known as “digging”and “burying” (www.digg.com). Make content available in an RSS feed to permitsyndication of your blog material, making the materialavailable to other websites. StumbleUpon – a “discovery” search engine allowingusers to discover and rate web pages, photos, videos,using peer-sourcing and social networking principles(www.stumbleupon.com). Think carefully before posting your entry. Is itrespectful? Professional? Follow sound customer service principles.
12 If you have your own blog you can write about upcomingbusiness events and sales. Link to other relevant websites and blogs. Claim your blog at www.technorati.com. This can helpensure that you are indexed in blog search engines. Track your progress. Review your web traffic and whereyour web traffic is coming from (i.e. referring domains).For more details on blogging, see the Blogs for SmallBusiness booklet.Here are some sites you can visit to get content ideas.How to Get Content IdeasCompetitor Siteswww.opensiteexplorer.orgBlog DirectoriesGoogle.com (click on “Blogs”)Article course/ezinedi
Contrary to popular belief, social media marketing is . not free. The platforms may be free or inexpensive, but the following resources are needed to do social media marketing well: Budget. Getting started with social media marketing is a very simple and inexpensive process, requiring only an email address. Most, if not all, of the .
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3.3.4 The role of Social Media in Marketing 27 3.4 Social media marketing - Platforms of online communication and the impact of social media on consumer behaviour 29 3.4.1 Most popular social media platforms 30 3.4.2 Social media platforms by zones 35 3.4.3 Social Media Marketing Strategies 39 3.5 Significance of social media for branding 40
Use of Social Media Social Media Strategy Champions of Social Media Impacts of Social Media The results of the interviews are summarised and discussed below: Use of Social Media Twitter was the most widely used form of social media, used by all the businesses in this survey and
Social Media Marketing 6 Social media is a fusion of sociology and technology Social media is user-controlled, which means that sociologic components play a large role in any company‟s social media business strategy. The limits of social media are only set by the limits of the tec
