WHAT WE WILL COVER & WHAT ACTIONS/ INSIGHTS YOU’LL LEAVE WITH
Identify the different social media platforms/ channels that can be used to
communicate with customers
Choose 1-2 social media platform(s) for your business to reach your
specific customer segments, start to create your social sharing plan &
learn how to create effective content
Understanding of social media as an effective tools to reach your target
customers and segments
Tools/ resources for business social media- marketing
DISCUSSION: As a group, discuss and agree on which of the following are
the purpose of social media in business:
❑ Grow followers?
❑ Build audience of loyal fans?
❑ Post information and updates?
❑ Make sales?
❑ Distribute digital vouchers?
❑ Communicate your brand?
❑ Listen to customers?
❑ Have digital visibility?
❑ Build a community of people who
do business with you, or one day may do business with you?
TAKE-AWAY ACTIVITY: Choose 1 social media platforms that is right for your
business & customers and create a page using your brand, created in Session
4. To do this, you will need:
❑ Business name & description
❑ Header using your logo, brand colours or
brand images Tip: Use Canva to create the
header using templates
Who and where are they?
What do they care about?
What do they do for a job?
What do they like to follow?
What worries them?
What are their needs?
What questions do they ask?
Where do they get their
How do they make purchase
or spending decisions?
What social media content
works best for them?
Reflect on session 2. Market Test Ideas. Where are you at in
identifying your target market and customer segments?
Google Listings is a free service to get your business online!
NEXT STEPS: Global Sisters has a tutorial on SisterTribe for those wanting step-
by-step support to do their own Google Listing
Hootsuite is a tool to schedule your social media posts, track engagement and
communicate with your customers on multiple social media platforms. Hootsuite
also has promotional tools for your business.
Linktree is a tool specifically for Instagram so that your customers can be taken
straight to the “call to action” (ie read blog piece, shop a specific item, vote in a
To develop your marketing strategy,
identify your overarching
business goals, so that you can then
define a set of marketing
goals to support them.
Your business goals might include:
• increasing awareness of your products
• selling more products from a certain
• reaching a new customer segment.
TAKE-AWAY ACTIVITY: Spend some time mapping out a social media plan* for
*Adapted fromDonna Moritz from Socially Sorted
TAKE-AWAY ACTIVITY: Use templates for
the specific platform (ie Instagram) and
create batches of posts (ie all your quote
posts on the same brand colour background
and all the product image posts).
Tip: Use Canva templates as
they are already the right
TAKE-AWAY ACTIVITY: Start creating your
social media content in “batches” in
advance of posting. Tip: Use Canva to create
Social media is a great way to communicate
directly with your customers. But it also means
that they can communicate directly with you,
and your community.
Different reputational risk scenarios will require
different responses. t’s a good idea to think
through this before it happens.
If you “get it wrong”, like did, how will
you respond? How will you learn from this
If a follower or “troll” posts unwarranted public feedback, how will you respond? At
they receive offensive comments about their different sized models and
untouched images. As this is part of Modibodi’s core values, they ignore or remove
these comments. If someone attacks you/ your company online how will you respond?
TAKE-AWAY ACTIVITY: Identify what steps would need to be taken to respond to an
online reputational risk- ie what is your social media response strategy.