1. Welcome to
Social Media Strategy and Usage
for
Small Businesses
Hosted by
Luis Sandoval Jr.
Social Media Account Manager

2. Social Media Strategy:
How Are Small Businesses
Making This Work?

3. Social Media Strategy
What profiles are small businesses using?
Twitter: 78%
Facebook: 75%
LinkedIn: 30%
Clicks on links shared
Facebook gets 250 clicks compared to Twitter’s 117.
How man times are they posting?
62% stated they post 8+ times a week.
Click here to see the full infographic

4. Social Media Strategy
5 Factors To Consider
• Ensure that your overall business strategy is clear
did
• Push for clarity on alignment for online engagement i.e. marketing,
human resources, customer service, etc.
• How will you extend new efforts onto the social web? (The focus here is
not so much the tools and tactics, but more on the rules of engagement.)
• What experience do you want people to walk away with after engaging
with you?
• Will the strategy be proactive or reactive? Decide whether you’re
hoping for people to find you (word of mouth) or if you will strategically
target followers. 25 Things Great Brands are Doing in Social Media

5. Social Media Strategy
3 Types of Strategy
• Bolt-on strategy - Company creates profiles, minimal engagement,
business as usual.
• Forced compliance - Telling employees they will engage, putting
severe constraints on what can and cannot be done, no fun.
• Company optimized for social media - Company alters “business
as usual” to include engagement, suggestions, and new opportunities
from online community.
“Itʼs all about organizational alignment.”
Tac Anderson
9 Ways Your Business Needs to Change to be Social

6. Social Media Strategy
What It’s Not
It’s NOT Numbers!!
It’s NOT Mass Profile Creation!!
It’s NOT Mass Content Posting!!
Steady and Consistent wins the race!

7. Social Media Strategy
What do I record?

8. Social Media Strategy
Record Everything!
Photo Credit ShaneRobinson

9. Social Media Strategy
BEWARE
• Rushing to create profiles before the
strategy
• Lack of objectives and measurement
• Content creation guidelines
Photo Credit twicepix
• Failing to engage with online community
• Limited Reach

10. Social Media Strategy
Tools to Equip Yourself

11. Your Digital Toolbelt:
LinkedIn
Photo Credit pursuethepassion

12. LinkedIn: Applications
Connect your Share your
Wordpress blog presentations with
to your profile your network.
Acquire real data Connect with
for your market your network in
research. other cities.
Display your Did you know you could
put a video intro of yourself
creative designs
on Linkedin?
to your network.

13. LinkedIn: Page Power
How LinkedIn is Helping Businesses Grow

14. LinkedIn: Page Power

15. LinkedIn: Page Power

16. LinkedIn: Lead Your Industry

17. LinkedIn: Lead Your Industry

18. Your Digital Toolbelt:
Twitter

19. Twitter: Search

20. Twitter: Search

21. Twitter: TweetChat
Polls and Surveys to gather real market data.

22. Twitter: Listorious

23. Twitter: Branded Background
Sets the tone of the brand.

24. Twitter: Branded Background
Sets tone and can offer more information.

25. Twitter: Effective Bio
Twitter bios offer you a chance in 160 characters to
establish yourself with key words that others might be
searching for, but also clearly defines who you are.
Don’t Miss “Twitter 101 for Business”

26. Your Digital Toolbelt:
Facebook
Photo Credit Laughing Squid

27. Facebook: “Like” Unleashed
When your readers Like something on your website, this
now generates an update on their news feeds that looks
like Facebook Share. It appears as if you’ll only need one
Facebook button on your blog or website in the future: the
Facebook Like button.

28. Facebook: On Your Site
It’s going to be important to put your Facebook profile on as many of
your outlets as possible, from business cards, or email signatures,
and yes...even your website.
h t t p s:/ /d e v e lo p e r s .f a c e b o o k .c o m/
> click on Core Concepts
> click on Social Plugins

29. Facebook: Profile Perks
You have 180 pixels wide and 540 pixels tall to work with.

30. Facebook: Custom Pages
Custom pages can be designed to be 520 pixels wide.

31. Facebook: Lots of Info
Maximize your info fields with keywords and information.

32. Facebook:Marketing Tips
• Events - Host social media events for your Twitter and Facebok community so they can do promotions for
you via Twitter messages, Facebook postings, photo sharing, and video. Use your community as a
marketing and promotions team.
• Giveaways - Contests and promotions are always a good idea. The process of giving ALWAYS comes back
to you in new forms of business. Consider a charity giveaway or other unique ways to host monthly or
quarterly contests and give your community a reason to talk about you and keep coming back.
• Unique Engagement - Find interesting ways to get your community buzzing about what you do. (ex.
Start a customer cooking class. Teaching, mentoring and supporting your community will always come back
to you with more business.)
• Behind the Scenes - Offering a sneak preview of new products, services, or features online can help build
demand and provide critical feedback to help smooth the launch.
• Become the Expert - Chances are your company's white paper won't go viral. But sharing knowledge
you've gathered through your trade can go a long way toward boosting your brand.
• Don’t Be Defensive, Remember Customer Service - A harsh review or comment of your business on
sites like Yelp can bruise your ego. But resist the temptation to lash out in public. Remember that customer
service is just as important online as it is in person.
• Don’t Forget to Engage Offline - It’s important to remember that you want the customer to come to
you, so be sure to offer incentives and reminders for your community to come visit your location in person.

33. Your Digital Toolbelt:
The Blog
Blog
• Focus on consistent posting (1 day a week, or 3 times a
month).
• Encourage comments, ask questions, and share your
expertise.
• Don’t be afraid to share content you find on other sites,
especially if it’s embeddable. The expectation is not that you
came up with all this yourself, but rather become a focal
point for good information.
A Guide to Starting Your Small Business Blog

34. Your Digital Toolbelt:
The Blog
YouTube
• Create tutorials or demonstrations of your product or services.
• Respond to customers via video, especially if it’s a common
question.
• Think of a series to increase shelf life.
• Use video to increase your Marketing list.
• Plan flexible structure to give your video some polish, but be
authentic and personable.
29 Tips to Make Your Video Marketing Easy

35. Your Digital Toolbelt:
The Blog
Foursquare (geo-location)
• Let your customer know!
• Be generous with your mayor special.
• Offer incentives to all Foursquare users.
• Add a few tips.
Create your Foursquare business page

36. Your Digital Toolbelt:
The Blog
QR Codes
• Great for scavenger hunts!
• Load the QR code image with websites or data.
• Not for everyone...
Create your own QR codes!

37. Measuring Success:
Results May Vary

38. Measuring
Depending on your goals, what you measure will vary.
Essentials of Integrating SEO and Social Media

39. Measuring: Social is SEO

40. Measuring: Social is SEO
Key Elements
• Tags
• Profiles
• URLS
• Describe Everything
• Photo Tagging
Photo Credit MridulRaj
Social Media ROI: Tips and Challenges

41. Luis Sandoval Jr.
Social Media Manager
luis@swebdevelopment.com
Sweb Development Office
707 South St. Mary’s St
San Antonio, TX, 78205
210-617-7260
www.swebdevelopment.com
facebook.com/swebapps
@Sweb