This document summarizes tips for using social media to build a brand from a presentation given by Ann Andrews Morris. It discusses choosing the right social media platforms, creating a social media strategy, measuring results, and using analytics to improve social media efforts. Platforms like Facebook, Twitter, LinkedIn, and blogs are addressed as well as tools for monitoring and measuring engagement, influence, and other key metrics.

1. SUMMARY: Using Social Media to Build Your Brand:
How to leverage the right social media channels to tell the story of your brand
By Ann Andrews Morris, AndMore Communications
February 5, 2015
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Smart + Strategic + Unique
Using Social Media to Build Your Brand
How to leverage the right social media
channels to tell the story of your brand
Webinar for Larta Institute
February 5, 2015
www.andmorecommunications.com
Today’s social media landscape
Platform Active monthly users
1.2 billion
More than 1 billion
255 million
200 million
187 million
6.7 million
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2. SUMMARY: Using Social Media to Build Your Brand:
How to leverage the right social media channels to tell the story of your brand
By Ann Andrews Morris, AndMore Communications
February 5, 2015
2
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
CEO usage of social media
• 68% of Fortune 500 CEOs have no social media
presence
• Of those who do, two thirds engage on only oneOf those who do, two thirds engage on only one
platform
• 74% of those who engage use LinkedIn first
• There are only 42 of those CEOs on Twitter
• Those 42 have a combined follower total of 3.9
illi l
3
million people
• Almost half of these tweet once a month or less
Changing the way they do
business
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3. SUMMARY: Using Social Media to Build Your Brand:
How to leverage the right social media channels to tell the story of your brand
By Ann Andrews Morris, AndMore Communications
February 5, 2015
3
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Social media tips for startups
1. Create your social media strategy before creating
social media profiles
2. Choose the right social networks for your business2. Choose the right social networks for your business
3. Save money on customer service by using social
media
4. Expand by recruiting new members on social media
5. Build an online community of brand ambassadors
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6. Evaluate your social media strategy regularly
7. Don’t be afraid to experiment
What to include
 One clear goal
 Objective
 Target audience
 Concise, definable and doable strategies on how to get
there
 Smart and prioritized tactics to drive the strategies
 Values and aspirations
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 Values and aspirations
 Return on investment or how to measure your progress
at key points along the way

4. SUMMARY: Using Social Media to Build Your Brand:
How to leverage the right social media channels to tell the story of your brand
By Ann Andrews Morris, AndMore Communications
February 5, 2015
4
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Affordable and smart tools
• Set up monitoring tools and analytics
• Establish a baseline when a particular program or• Establish a baseline when a particular program or
campaign begins
• Create and keep track of activity timelines -- your
ongoing online outreach efforts -- and measure the
impact they’re having against online behavior and
opinions
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opinions
Affordable and smart tools
• Use those analytics to inform your knowledge of your
stakeholders
• Listen to what they’re saying
• Build the relationships now
• Engage appropriately
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• Stay current on measurement tools

5. SUMMARY: Using Social Media to Build Your Brand:
How to leverage the right social media channels to tell the story of your brand
By Ann Andrews Morris, AndMore Communications
February 5, 2015
5
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Measuring your efforts
Build a list of everything that’s measureable
• Engagement, influence, impact, advocacy
T itt• Twitter:
 Volume of outbound updates per day
 Number of inbound Tweets per day
• Facebook:
 Number of likes per day
Number of likes per update
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 Number of likes per update
 Number of comments per day
 Number of shares
Measuring your efforts
• Blog:
 Number of daily visitors
 Number of unique visitors
 Number of comments
 Tenor of comments (negative, positive, neutral)
• The web:
 Net positive mentions across all channels/sites
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 Net negative mentions
 General complaints about the brand

6. SUMMARY: Using Social Media to Build Your Brand:
How to leverage the right social media channels to tell the story of your brand
By Ann Andrews Morris, AndMore Communications
February 5, 2015
6
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Measuring your efforts
• Create your own tool box with the components that best suit
your organization’s needs
St t f th it i d l ti it’ iti l t• Stay on top of the monitoring and evaluation, it’s critical to
literally have your finger on the pulse of the social media world
• Use analytics to determine:
 What’s working?
 What’s not working?
 How can we improve?
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p
 What did we miss?
 What’s next?
Measuring your efforts
Free tools
 Brand Yourself
Paid tools
 Cision
 BuzzSumo
 Google news alerts
 HootSuite
 LinkedIn
 Social mention
 Expion
 Radian6
 ViralHeat
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Soc a e o
 SproutSocial
 TweetReach

7. SUMMARY: Using Social Media to Build Your Brand:
How to leverage the right social media channels to tell the story of your brand
By Ann Andrews Morris, AndMore Communications
February 5, 2015
7
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Excellent resources
• Mashable
• Marketo
TechCr nch• TechCrunch
• SmartBriefs
• LinkedIn Groups
• SimplyMeasured
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Connect with me!
@AndMoreComm
linkedin.com/in/annandrewsmorris/
ann@andmorecommunications.com
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