1. Leveraging Facebook & Twitter
for Your Small Business
Jonathan Arehart, President & CEO,
Cavendo
Erin DeWaters, VP, Communications,
Fairfax Chamber

2. The Business Case

3. What the Statistics Say…
• 67% of Internet users are using social
networks
• 59% are on Facebook
• 16% use Twitter
– Highly educated; opinion leaders; urban
Source: Pew Internet Project

4. What It Means for Marketers….
• New pathways to customers
• Timeless/searchable
• More interactive/dynamic/real time
• More linked and social
• Conversational model

5. Rules of the Road

6. Twitter
– Tweet = 140 characters or less
– @= people, businesses, non-profits, products, etc.
– #= discussion topics. The list of top trending topics is available
from the home screen in the left column
– RT = Retweet. This is a way to share something that someone
else has posted
– MT = modified tweet. You have retweeted what someone else
has posted, but made changes.
– Reply = reply. You can reply directly to a specific tweet posted by
someone else. The conversation becomes viewable.
– Direct messages: You can send direct messages via Twitter. You
can use this if asked a question you feel more comfortable
answering privately.
– Twitter automatically shortens hyperlinks now, but if you ever
need to do it manually, use www.tinyurl.com.

7. Facebook
– There is not a limit to the length of content
– There IS a big difference between your profile and the ECW Fan
page
• Profile = personal
• Fan page = primarily business/event-related
• For your particular business, however, the lines are a little more
blurred
– Evaluate whether your Twitter will go to your profile or your fan
page
• Recommendation: send it to the fan page
– Multimedia is king on Facebook.
• Use the camera on your phone and post the photos.
• Facebook is also a great place to post audio/video

8. Growing Your Pages

9. Twitter
Objective 1: Increase number of followers
– Tactic: Golden Rule: do unto others as they would do unto you. Follow others to be
followed
– Tactic: Add content consistently. Tag others’ handles (@) and contribute to conversations
(#)
Objective 2: Tweet with existing & potential clients
– Tactic: Every time you get a business card, check Twitter and hit follow
– Tactic: Follow & communicate with your current clients (something as simple as wishing
them luck on a presentation or meeting they’ve posted about is an interaction you
didn’t have before)
Objective 3: Capitalize on your affiliations and activities
– Tactic: Follow and communicate with groups you belong to. If they re-tweet you, you
have reached more people and likely gained followers
– Tactic: Follow and communicate about/with news and industry outlets you read
regularly.
– Tactic: If you do a TV interview, post about it! If you make a presentation, post about it!
Volunteering? Post about it!

10. Facebook
Objective 1: Increase number of friends
– Tactic: Upload contact list to Facebook
– Tactic: “Friend” current clients and contacts regularly (and accept their requests)
Objective 2: Increase number of fans pages
– Tactic: Feed Twitter feed to this page for consistent content updates
– Tactic: Link from your website and marketing emails to this page rather than your profile
Objective 3: Utilize Facebook as a place for multimedia content
– Tactic: Upload photos
– Tactic: Upload audio segments
– Tactic: Upload video

11. Content & Upkeep

12. • Don’t let your sites go dormant
• Respond to questions/feedback/interactions
• Promote your sites!
– Website
– Email signature
– Marketing products

13. Advertising Options

14. • Facebook
– Geographic targeting
– Industry targeting
– Demographic targeting
– “Likes” = communication
channels
• Twitter
– New analytics
– New sophistication

15. Thank you!
Jonathan Arehart, President & CEO, Cavendo
jarehart@cavendo.com
Erin DeWaters, VP, Communications, Fairfax Chamber
edewaters@fairfaxchamber.org