Are you interested in engaging with your online networks to support the long-term growth of your business? Facebook is one of the most recognizable social media platforms. It can be used to build a profile, connect with consumers and promote businesses. These Facebook connections can act as a gateway to further potential consumers and audiences for your own business. LinkedIn gives entrepreneurs an excellent opportunity to demonstrate their expertise and thought leadership. To grow your business further, ensure that you have a completed profile, personalize your connection invitation and keep building your connections.

1. HOW TO MARKET YOUR
BUSINESS ON BOTH
FACEBOOK & LINKEDIN
By: Rachel A. Adler
Business Development
Manager, Fairfax County
Economic Development
Authority

2. THURSDAY NOVEMBER 3, 2016
EVENT LOCATION: WILLIAM
MEMORIAL HALL (NEAR GMU
FAIRFAX)
4081 UNIVERSITY DRIVE, FAIRFAX
VA 22030
8:00 AM - 2:00 PM | (703) 359-5642
HTTP://ULTIMATEBIZEXPO.COM/
2016 Event Agenda
An exciting and informative day of events is
being planned for this year's event. Check
back here soon for the latest details!
EXPO SCHEDULE
 7:45 am - Exhibitors set-up complete. Doors
open. (The Exhibit Hall is open non-stop until the
end – Seminars will take place in the Seminar Room)
 8 am - “How to use Facebook and LinkedIn to
grow your business” Seminar by Rachel Adler
 9:30 am – 10:00 am - Opening Ceremony -
National Anthem, Sponsors recognition and Keynote
Address by Berny Dorhmann, Founder of CEO
SPACE.
 10:30 am-11:30 am - "How to market your
business and flood it with customers" Seminar by
Glenn Garnes
 12:15am - 1:15pm - "How to dramatically Increase
your Closing rate" Seminar by Che Brown
 1:45 pm - 2:00 pm - Door Prizes & Farewell
Remarks (We have some serious door prizes for
you. One has to be present to win.)
Access Details:
3rd Floor Fairfax City Firehouse - Access
behind the building- Parking across the
street at the SUNTRUST Bank Parking

3. ARE YOU INTERESTED IN ENGAGING WITH YOUR
ONLINE NETWORKS TO SUPPORT THE LONG-TERM
GROWTH OF YOUR BUSINESS? FACEBOOK IS ONE OF
THE MOST RECOGNIZABLE SOCIAL MEDIA
PLATFORMS. IT CAN BE USED TO BUILD A PROFILE,
CONNECT WITH CONSUMERS AND PROMOTE
BUSINESSES.
THESE FACEBOOK CONNECTIONS CAN ACT AS A
GATEWAY TO FURTHER POTENTIAL CONSUMERS AND
AUDIENCES FOR YOUR OWN BUSINESS. LINKEDIN
GIVES ENTREPRENEURS AN EXCELLENT
OPPORTUNITY TO DEMONSTRATE THEIR EXPERTISE
AND THOUGHT LEADERSHIP. TO GROW YOUR
BUSINESS FURTHER, ENSURE THAT YOU HAVE A
COMPLETED PROFILE, PERSONALIZE YOUR
CONNECTION INVITATION AND KEEP BUILDING YOUR

4. FACEBOOK FOR BUSINESS
HTTPS://WWW.FACEBOOK.CO
M/BUSINESS

6. WHICH IS BEST FOR YOU?
Facebook Profile
(Personal Page)
 For a single induvial
 Connect with others by
friending them
 People can also follow
you
 Non-commercial use
 Limited to 5000
friends
 Can’t run contests
 Cant do Facebook Ads
(paid, promoted,
targeted post)
 Can be converted from
a personal to business
page.
#TWEETNLEARN
Facebook Page
 For a business,
celebrity, politician or
brand
 Like vs. Friends
 Schedule Post in
advance
 Moderate
Comments/block
people
 Facebook Advertising
(targets by
demographic)
 Insights
 Analytics
 Multiple Administrators
 Facebook Tabs
 Customize
 Highlight aspects
 Make offer
Facebook
Groups
 For specific
organization or
interest
 A place for people to
openly communicate
 Can be public,
private & secret
 Can
regulate/approve
members

7. THE FACTS ABOUT FACEBOOK
Facebook is constantly making
changes to the design of the
profiles -- for businesses and
individuals alike. They've made a
few cool changes in the past few
years, including adding call-to-
action buttons to business
Pages and letting you record
company milestones, like
product launches and events.
• 75% of Brands promote their
Facebook Posts
• 1.5 Million business spend
money on Facebook Ads
• In 2014, business paid 122%
more per ad unit on Facebook
than they did in 2013.

8. THE MOST COMMON
REASONS FOR FACEBOOK
USER TO UNLIKE A BRAND
Listen to your audience
through your analytics.
#TWEETNLEARN

9. WHAT CAN YOUR FACEBOOK
COMPANY PAGE DO?
Build your follower base
Increase visibility
Improve your brand
Help you communicate & engage
with customers
Listen to you what your
customers want
#TWEETNLEARN

10. IMPROVE YOUR BRAND PAGE WITH THE
FOLLOWING TIPSAdd a recognizable Profile picture
 Upload a profile image that easy for potential fans to recognize such as a
company logo
 Facebook requires a 180 by 180 pixel profile image
Choose an attractive Cover Photo
 Select a large, high quality photo that wont appear grainy or stretched out.
If you need help creating a cover photo check out CANVA.com
 851 pixels wide. Must be at least 399 pixels wide and 150 pixels tall. Loads
fastest as an RGB JPG file that's 851 pixels wide, 315 pixels tall and less
than 100 kilobytes.
Optimize photo descriptions
 In the description for your Cover & profile pictures, add links to your
website or a specific blog post.
 Link offer a great opportunity for people to get to know your brand better.
Fill out your About section
 Click on the About tab to edit it
 Include brief yet descriptive copy about your company & what your
Facebook page offers.
Add a Call-to-Action button
 Page admins can link one button to a destination on or off Facebook that
aligns with a business’s goals.
 The button appears on the top of a business page, to the left of the LIKE
button
 For data on performance click the CREATE CALL-TO-ACTION button located
on the cover photo | Click the drop-down arrow on your button & select
VIEW INSIGHTS
 Facebook offers seven pre-made button options:
 Sign Up | Shop Now | Contact Us | Book Now | Use App | Watch Video | Play

11. Populate Milestones
 Add noteworthy company milestones to the Milestones section of you About Tab
 The day you company was founded
 Product launches
 Events
Add relevant apps
 Customize your page with buttons that lead to brand specific apps
 Visit the FACEBOOK APP Center & search for apps
 Select Add App to Page
 Rearrange apps in whichever order you’d like. Facebook automatically shows the Timeline
& About tabs first.
Post visual content
 Photo & videos are a great opportunity to promote an upcoming events, a product
release, or company news. (USE CANVA if you do not have Photoshop)
 Keep videos short: 2 minutes or less
Offer variety
 Avoid using every update to promote products & services.
 One Common Guideline is the 70-20-10 rule
 70% of posts come your brand & add value to your community.
 Examples: Relevant business tips, recent event, local news, survey questions or
behind the scenes.
 20% of posts consist of content from others
 Examples: promoting other businesses’ events or sales, tagging other business, click
“share” on a post from another company.
 10% of posts are promotional
 Examples: Discount codes, sales, introductions to new product or lines
Pin important post to the top of your page
 If you want to keep a particular post at the top of your page for an extended period of
time, even after you publish new post. Use the PIN feature.
 Click the drop down arrow in the top right corner of the post you want to pin, then click
PIN TO TOP.
 Only one post can be pinned at a time.

12. Tap into Facebook’s publishing &
targeting tools
 Schedule post with tools like Hootesuite,
Sprout Social, Buffer or HubSpot’s Social
Inbox or directly from Facebook
 Scheduling allows companies & brands to
keep content varied & space out when
post publish
 Click on the publishing tools tab to
schedule post & to set expiration date for
time senstive post such as limited-time
offer or upcoming events.
Gauge Engagement
 Click people REACHED on the bottom left
of a status update
 Then you will see additional metrics
beyond likes & shares
Stay on Top of Comments
/#HugYourHaters
 Interact with your Facebook fans on a
regular basis
 Not only should you monitor comment
directed toward you brand, but also
conversations between other Facebook
users on your page.
 If you have a negative comment do not
delete- disarm the hate. #HugYourHaters

13. FACEBOOK
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?
#TWEETNLEARN

14. FACEBOOK BUSINESS TIPS
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
 Click “Select a Page” for a drop down menu and
select which of your pages you’d like to like as.
Use Pages to Watch
 If 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
 How to Access Pages to Watch 1
 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.
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.
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.
#NOVABIZEXPO

15. Image from: Sprout Social

16. 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?

17. WHAT 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
#NOVABIZEXPO

18. FACEBOOK LIVE:
BEFORE
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
#NOVABIZEXPO

19. FACEBOOK LIVE
During 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
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)
#NOVABIZEXPO

20. LINKEDIN FOR BUSINESS
HTTPS://SMALLBUSINESS.LIN
KEDIN.COM OR
HTTPS://BUSINESS.LINKEDIN.
What Is Linkedin?
How to Setup your Profile
& Company
#NOVABIZEXPO

22. ABOUT LINKEDIN
2016 LinkedIn had 450,000,000
users across the world
 Includes all executives from the
Fortune 500 companies
 Includes all major industries and
industry leading companies
Founded in 2002 and launched in
spring of 2003 by Reid Hoffman
 Graduated from Stanford and Oxford
Universities
 Worked with Apple and Fujitsu
 Was a member of the founding for
Paypal
#NOVABIZEXPO

23. LINKEDIN
Introduction
The thing to remember about
LinkedIn and any other social
media site is that you’re
interacting with a LIVE human
being on the other side of the
computer screen. Not a robot,
interaction is key. Successful
marketing is about providing
value FIRST.
Personalize
How many times have you
received a message in your
LinkedIn inbox that you KNOW
was automated? A hundred other
people got the same message,
and frankly, it lacked any sort of
personalization.
Based on our experience there
are far more elegant ways you
can use to get your product and
service across without pushing
your agenda or coming across
pitchy. #NOVABIZEXPO

24. LINKEDIN COMMUNICATIONS
EMAIL MESSAGE
Instead of sending generic
messages, take a moment to
study the profile of the person
you plan on starting a dialogue
with. Try to get a feeling of who
they are and what they value.
Then write an email message
with a couple of sentences
relevant to them and their
interests.
#NOVABIZEXPO

25. LINKEDIN COMMUNICATION
SHARE YOUR EXPERTISE
Sharing your expertise with
others on LinkedIn is an easy way
to add value whilst helping you
to increase your engagement
with your contacts, your
followers, and even people
outside of your network.
Sharing news, insights, job tips,
and other useful information via
a status update will put you in
front of your network. Studies
show that status updates lead to
high engagement rates.
EXAMPLES
Share Links
 Share links to interesting articles, websites or
videos. Use words that grab your reader’s attention
and encourage them to click on those links. The links
you provide don’t necessarily have to be to articles
you’ve written, as long as they add value to your
network.
Mentions
 Mention a person or situation that might be helpful to
some of your connections. For instance, “I just met
with @johnsmith from @ABC Accounting and found
out they’ve just won the award for coolest company in
Australia.” The “@” before an individual or company
name allows the reader to click through to that
person’s LinkedIn profile or company page.
Shares
 Share upcoming events, trade shows or
conferences you’re attending and encourage your
contacts to join you or simply ask the question on
who else will be attending. I’ve done this on many
occasions and in the lead up to the event secured a
few meetings with key partners and journalist.#NOVABIZEXPO

26. PUBLISH ARTICLES
The LinkedIn publishing platform
gives you the opportunity to
expand your reach in a major
way. Since all LinkedIn members
have access to the platform, it’s
critical for you to create high-
quality content that differentiates
you from the crowd.
Every time you write an article,
your connections and followers
will receive a notification on their
profile that you’ve written a blog.
If your headline is catchy and
relevant enough they will click
through and read your article.
#NOVABIZEXPO

27. BUILD SOCIAL PROOFAnd last but not least, you have the
recommendation feature within your
LinkedIn profile, something that it is
commonly overlooked by many LinkedIn
members we speak with. This is by far
the most powerful feature to use on
LinkedIn when you’re looking to build
credibility, trust and authority on your
subject matter within your profile.
As your contact list grows and your
contacts turn into clients, you will get to
know them little by little.
In the meantime, start contacting your
existing clients and ask them for
recommendations.

28. RECOMMENDATIONS
TARGETED RECOMMENDATIONS
Never ask for a recommendation for
the sake of adding more to your
LinkedIn profile.
When you’re asking for
recommendations it’s important to
think about the most common
objections you normally face, the
number challenge your product or
service solves for your target market
and what makes you unique in the
market place.
MAKE IT EASY
Make it as easy as possible for your
connection to give you a
recommendation. If you know a
particular contact well and they are a
good client of yours, write up the
recommendation for them and send
it through for their approval.
Let them know that it is only a draft
and if they don’t like it they can
replace the entire copy with their
own version. Obviously, only write
based on the results you’ve achieved
for them.

29. AUTHENTICITY
And finally stay away from tacky
and unethical recommendation
tactics where someone you don’t
know promises to write you a
recommendation if you write one
back.
We can’t tell you how many times
we’ve received an email from
someone in our network
suggesting that we should give
each other a recommendation
even though we have never done
business.
These are not people we want to
do business with let alone

30. SETTING UP YOUR ACCOUNT
How do you want your business
to be portrayed?
What is goal of Linked in Profile?
What Key words for your profile?
Who are your friends on
LinkedIn?
Are they good choices?

31. NO MORE COLD CALLING!
INTRODUCTION
For decades, sales professionals
and business owners have been
playing the numbers game when
making cold calls.
Now enter the age of social
media and the Internet.
Customers are doing more
research and are not as
responsive to cold calls as they
were in the past.
LEAD GENERATION
It seems like a costly and time-
consuming way to acquire new
business. Businesses who are
successful in their lead
generation efforts are adopting
Internet marketing strategies and
leveraging the social media.
So could LinkedIn be the
platform to replace cold calling?
We think so.

32. LINKEDIN & LEAD GENERATION
THE TOOLS IN THE TOOLBOX
What if you could use LinkedIn
for your inbound lead
generation? And forget cold
calling altogether? Below are the
top LinkedIn tools that can help
you do exactly that:
 Advanced Search
 Direct Messages/InMail
 LinkedIn Publishing
 Who’s Viewed your Profile
 Adapting New Practices

33. TYPES OF PREMIUM PLANS
Basic - FREE
 Basic (free) account
 A Basic account is for anyone who wants to
create and maintain a professional profile
online.
 Build your professional identity on the web.
 Build and maintain a large trusted professional
network.
 Find and reconnect with colleagues and
classmates.
 Request and provide recommendations.
 Request up to five introductions at a time.
 Search for and view profiles of other LinkedIn
members.
 Receive unlimited InMail messages.
 Save up to three searches and get weekly alerts
on those searches.
Premium Accounts
Premium Types
 Business Plus $59.99
 Premium Sales $79.99
 Recruiter Lite $119.99
 We have Premium account options for job
seekers, sales and talent professionals, as well
as the general professional who wants to get
more out of LinkedIn. If you have a free
account and want to upgrade, you can
compare account types described below.
 Land your dream job with Job Seeker.
 Unlock sales opportunities with Sales
Navigator.
 Find and hire talent with Recruiter Lite.
 Power your professional life with Business Plus.
 Improve your skills with LinkedIn Learning.

34. COMPANY PAGES
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.

35. LINKEDIN TIPS
LINKEDIN COMPANY PAGES
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 PR
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

36. TOP 10 TIPS TO GET BIZ LEADS ON
LINKEDIN
1. “People Also Viewed”
2. Job change
3. Competitor Networks
4. Pulse
5. Skill Endorsements
6. LinkedIn Congrats messages
7. Alumni search
8. University Pages
9. Groups & discussions
10. Boolean Google search

37. 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:
Facebook Page’s insights (when and
what to post)
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

38. IF YOU’D LIKE TO CONNECT YOU
CAN FIND ME HERE:
Rachel A. Adler is a certified social media
strategist and public affairs with vast
experience in managing external public
relations, new media, and media agencies.
She currently is the Digital Media Business
Development Manager for Fairfax County
Economic Development Authority & executive
Director for SMWiFairfax, June 2017.
Formally she worked under Governor Cuomo at
Empire State Development, NYS economic
development agency and American Public
University System doing all things digital from
social media, mobile application development
and new media marketing.
Social Media:
 @RachelA_Adler (Twitter, Instagram, Facebook)
 LinkedIn
 SlideShare

39. SOCIAL MEDIA RESOURCES
Top Social Media Blogs 2016
Buffer Social
Jenn’s Trends
Peg Fitzpatrick
RazorSocial
Rebekah Radice
Simply Measured
Socially Sorted
Sprout Social
The Social Media Hat
Unmetric
Canva
Top Social Media People to
Follow
Jeff Bullas
Kim Garst
Patrice Truong
Peg Fitzpatrick
Hootsuite
Seth Godin
Jay Baer
Brain Franzo
Guy Kawaski

40. WEB RESOURCES REFERENCED
http://bit.ly/2bne9m2
http://bit.ly/2aNntmh
http://bit.ly/2dGcKKG
http://bit.ly/1yXAnRP
http://sproutsocial.com/insights/twitter-lists/
https://business.linkedin.com/marketing-solutions/company-pages/get-started
http://www.slideshare.net/mdaneshkajouri/how-to-use-linkedin-for-business-
47701903
www.SocialMediaExaminer.com
http://bit.ly/1WXSEc8
http://www.addthis.com/blog/2015/11/06/5-linkedin-company-page-tips-for-
beginners/
http://www.socialmediaexaminer.com/6-tips-to-optimize-your-facebook-page/
http://bit.ly/1TUF4XU
http://blog.hubspot.com/marketing/facebook-for-business-
tips#sm.0001omzn7aghjdajpne1egd6qexjh
http://blog.hubspot.com/marketing/companies-rocking-linkedin-company-
pages#sm.0001omzn7aghjdajpne1egd6qexjh
http://bit.ly/2cZHq8Q
http://bit.ly/2blfE4Z
http://bit.ly/2ba4hvj
http://bit.ly/1XUC4t8
http://sethgodin.typepad.com/seths_blog/2009/12/first-organize-
1000.html
http://bit.ly/2b3iOL3
http://kimgarst.com/
http://bit.ly/2dt2bJa
https://www.thebalance.com/how-to-use-linkedin-to-promote-your-
home-business-1794731
https://blog.hootsuite.com/linkedin-for-business/
http://sproutsocial.com/insights/how-to-use-linkedin-for-business/
http://www.businessnewsdaily.com/7761-facebook-business-
guide.html
https://www.entrepreneur.com/article/284220?utm_source=Social&utm_
medium=Sharebar&utm_campaign=Sumome_share