1. Social Media for the Workplace
Day 2
BREANNA WESTON
DIGITAL NATIVES: TECHNOLOGY COACH
BREANNA@DITIALNATIVESCOACH.COM
503.567.8402

2. Social Media Optimization
BEST PRACTICES

3. Planning
 Have goals and objectives
 Use metrics
 Commit time and resources
 Know your audience

4. Content is King
 Fresh, unique, authentic – how?
 How much content?
 Don’t spam
 Content calendar
 Follow etiquette rules for the tool
 Shareable and linkability

5. Content Ideas
 Exclusive discounts & promotions
 Product tutorials & demonstrations
 Customer and employee interviews
 Behind-the-scenes look
 Industry news
 Responses to customer questions
 Questions & polls for market research
 Reviews
 Lists
 Discussion of industry event, news, trend, etc.
 Personal insight or opinion
 Thank yous
 Guest blog posts

6. Participation and Feedback
 Allow comments
 Listen
 It is about the conversation not sales
 Acknowledge and respond to feedback, especially
negative feedback.
 Apologize even if it is not your fault.

7. Why do people “like” businesses?
 http://socialmediachimps.com/wp-
content/uploads/2012/03/why-people-follow-
brands-social-media-infographic.jpg
 http://www.dr4ward.com/.a/6a00e54fd9f0598833
0163036219b1970d-pi

8. Negative Feedback
 Ignore It
 Respond to It
 Bury It

9. Written Rules of Social Media Marketing
 Copyright, Fair Use and Creative Commons
 Trademarks
 Libel
 Laws Governing Reviews and Endorsements
 Site Policies
 Guidelines for Employees’ Social Media Participation
 IBM
 American Red Cross

10. Unwritten Rules
 Don’t overpromote
 Don’t spam
 Ply nice
 Acknowledge Other People
 Be personable
 Be honest

11. Social Media Analytics

12. Why?
 Have you achieved your SMART objectives?
 End of the year reports?
 What works?
 How can we use this for the future?

13. Social Media Analytics
 Level 1: Reach
 Level 2: Engagement
 Level 3: Advocacy
 Level 4: ROI
http://www.openforum.com/articles/does-your-business-understand-social-media-analytics
 90/9/1 Rule
http://en.wikipedia.org/wiki/1%25_rule_%28Internet_culture%29

14. Analytics Provided by Tools
 Facebook Insights/search public posts
 Youtube Video Manager
 Twitter Search

15. Free Third Party Tools
 Google Alerts
 Simply Measured
 SEOmoz
 Google Analytics
 Addictomatic
 Klout

16. Account Management Tools
 HootSuite
 TweetDeck

17. Return On Investment (ROI)
A performance measure used to evaluate the efficiency of an investment or to
compare the efficiency of a number of different investments. To calculate ROI,
the benefit (return) of an investment is divided by the cost of the investment;
the result is expressed as a percentage or a ratio.
The return on investment formula:
(Gain from Investment – Cost of Investment)/(Cost of Investment)
In the above formula "gains from investment", refers to the proceeds obtained
from selling the investment of interest. Return on investment is a very
popular metric because of its versatility and simplicity. That is, if
an investment does not have a positive ROI, or if there are other opportunities
with a higher ROI, then the investment should be not be undertaken.
http://www.investopedia.com/terms/r/returnoninvestment.asp/#axzz20Hsj
N7nC

18. ROI Example
 Facebook marketing campaign to sell your books.
You post a coupon for $1 off of your $11 book. Your
employee spends 10 hours on this campaign for a
total cost $200. You sell 50 books for a total of
$500.
 (500-200)/200= 1.5 = 150%

19. Qualitative
 Tone
 Themes
 Twittermood

20. Search Engine Optimization

21. SEO
 Search engine optimization (SEO) is the
process of improving the visibility of a website or a
web page in a search engine's "natural," or un-paid
("organic" or "algorithmic"), search results.
 For blogs and websites

22. Google’s Search Engine
Optimization Starter Guide
 Create unique and accurate page titles
 Make use of the description “meta” tag
 Improve the structure of your URLs
 Make your site easier to navigate
 Offer quality content and services
 Write better anchor text
 Notify Google of mobile sites
 Promote your website in the right ways
 Make use of free webmaster tools

23. SEO
 Search Engine Reputation Management
 Keyword Research
 AdWords
 Create Content
 Using Keywords
 SEO Penalizations
 Build Relationships