Social Media
Standard Operating Procedures

Meet Your Presenter
April Nelson
President, Digital Compass
Social Media Strategist Since 2001

Agenda
• Listening
• Profile Optimization
• Building an Audience
• Management Tools
• How to Tell What’s Working

Social Media Process
Listen
Educate
Listen
Inform
Listen
Engage

What am I Listening For?
• Mentions of your Company name
• Mentions of your brand(s)
• Executives’ names
• City name
• Business partners
• Product themed keywords

Setting up a Google Alert
• Enter a search query
that you would like to
monitor
• Choose result type
• Preview the results

Preview Your Google Alert

TweetDeck
• An app that brings flexibility and insights of
Twitter users
• By Twitter, for Twitter

TweetDeck

Add Streams in TweetDeck
• Search Tweets
or Users
– Filter content
so you only see
what you want
to see
– Identify users
to follow and
interact with

Social Mention
• Allows you to track (and measure) who is talking
about your staff, your organization, or any topic
related to your industry.
• Social Mention pulls data from over 100 social media
platforms to give you the most accurate, real-time
information landscape in real-time.

Social Mention
• Sentiment
• Top Keywords
• Top Users
• Top #Hashtags
• Mentions by Source

Social Mention

Social Media Alphabet

Profile Optimization

Control more
real estate in
search results

Facebook - Basic Information
• Founded Date
• Physical Address
• Long Description
• Social Media Guidelines /
Disclaimers for Compliance
• Mission Statement
• Awards
• Products
• Phone Number
• Email Address

SEO* for Your Facebook Page
• User Name
• About
• Mission
• Company Description
• Email address
• Address
• Phone Number
*SEO = Search Engine Optimization
LOCAL
SEARCH

How Your Page is Indexed
• Title = Your Page Name
• Description = Page Name + About section of
your Page
SEO Title
Meta
Description

LinkedIn Company Page

Creating a LinkedIn Company Page
• Company Type
• Company Size
• Add your website URL
• Select an Industry
• Operating Status
• Year Founded

Creating a LinkedIn Company Page
• Upload your main cover image / banner
– PNG, JPEG, or GIF; max size 2 MB
– Must be 646 x 220 pixels or larger
– Note: You can crop your image once it's uploaded
• Upload your logo
– PNG, JPEG, or GIF; max size 2 MB
– Note: Image will be resized to fit 100x60 pixels

Creating a LinkedIn Company Page
• Add your Company Description
– What makes you unique?
– 1-2 paragraphs
– Google search results shows previews of your
Page text
– Incorporate keywords
• Click Publish to save your changes

Add Your Products & Services
• Build out Products & Services Page
– Allows you to showcase everything you do / offer
– Marketers that build out this section tend to have
twice as many followers

Products & Services Example

LinkedIn Personal Profile
• PERSONAL PROFILE OPTIMIZATION RECOMMENDATIONS
• Maintain a current profile
• Make it robust / complete
• Utilize anchor text and link to deep pages on the main website
• Use LinkedIn status updates
– Keep your network aware of key speaking engagements or meetings
you’re attending
– Weigh in on the latest news relevant to your specialty
• Recommend colleagues
• Ask for recommendations where it makes sense (you worked
together on a case, speech, article, presentation, etc.)
• Keep an active reading list – an easy way to keep your profile active
• Join professional groups for business owners / specialists in your
field

Twitter
• MUST-DO TO MAXIMIZE SEO AND USABILITY
• Ensure your Twitter Name is representative of
your Company / Brand / Product
• Use strategic keywords toward the beginning
of your bio.
• Your Twitter bio information is key as Twitter
search engines use keywords in your bio in
search results when people are looking for
similar users to follow.

YouTube
• MUST-DO TO MAXIMIZE SEO AND USABILITY
• Optimize Titles
– Make them provocative so users will want to click through to
view
– Incorporate important keywords at the beginning of the title
and branding at the end of the Title
• Optimize Descriptions
– Incorporate a call to action where it makes sense
– Incorporate links to the main website where appropriate (SEO /
link building value and also helps users find related and
additional info)
• Add keyword-specific tags to help give your videos the best
chance of showing up within YouTube internal search

Other Platforms to Consider
• SlideShare
• Quora
• Vimeo
• Pinterest

There’s an App
For That
Apps

OVER 550,000 Apps for Pages on Faebook
Source: appdata.com

Apps

Default v. Custom
Default Apps
• Photos
• Events
• Notes
• Video
Custom Apps
• Over 550,000
• They are turned off by
default to keep things clean
and organized
• Allow extensible features to
be added into your page

Default Apps

Default App: Notes
• Notes is a quick and easy way to populate
content on your Page
• No fancy design or styling – straight text with
ability to upload images
• Each Note is index-able in search results –
additional opportunities to be found!

Applications for Apps
• Cross-promote other Social channels
• RSS feed
• Email Capture (Newsletter Sign Up, Contact From,
Make an Appointment, etc.)
• Polls & Surveys
• Contests & Promotions
• iFrames
– pull in content from your website
– Add a block of html

Popular Apps
• Cross-promote other Social channels
– Pinterest, Twitter, YouTube, SlideShare
• RSS feed
– RSS Feed Reader, Social RSS
• Email Capture
– Constant Contact, Mail Chimp, Aweber, ContactMe,
Extended Info
• Polls & Surveys
– Survey Monkey
• Contests & Promotions
– Wildfire
• iFrames
– Static HTML: iframes

Static HTML: iframe tabs
• Add content / image for non-fans

Talking to Customers

Responding to Comments – Best Practices
• Respond in a timely manner, within 24 hours
• Always be polite and empathetic, and try to direct
negative comments or dissatisfied customers offline as
quickly as possible
• Be helpful by pointing users to the requested
information on your website
• When possible, follow back up with the commenter
when additional / new information is available
• Be positive when someone points out a mistake; thank
them for letting you know
• Don’t delete comments; with the exception of
comments that violate your social media policy

Positive / Neutral Comments
Does the comment
violate social
media policy?
NO
Can you add value
by saying thank
you or providing
additional info?
NO
Let it stand; no
response
necessary.
Comment back,
based on the
present situation.
YESYES
Document and
delete the
comment.

Negative Comments
Does the
comment
violate social
media policy?
NO
Does the
criticism /
attack /
comment have
merit?
NO
Let it stand; no
response
necessary.
Does the
comment
include
incorrect info?
YESYES
Document and
delete the
comment.
NO
Is the comment
stemming from a
negative
experience with
your organization?
YES YES
Respond with
the correct /
factual info and
site your sources
if needed.
Admit your
mistake(s) and
remedy the
situation if
possible.
NO
Can you add
value by saying
thank you or
providing
additional info?
NO
Let it stand; no
response
necessary.
Comment
back, based on
the present
situation.
YES

Building an Audience

Cross-Promoting

Offline
• Flyers & brochures
• Direct mail, postcards, etc.
• Letterhead
• Business cards
• Use QR Codes
• Use your Vanity URL

Email
• Update Your Email Signature Block
• Include icons and Like buttons in your Email
template
• Notify Your Email List
– About your New Page & what to expect
– About any incentives for Liking the Page
– About contests or promotions happening on the
Page

Website
Increase Page Likes
• Like Box
• Incorporate Prominent
Social Media Icons
– Globally, in the header or
footer
– On interior pages, using text
links
• Dedicated Page
– Connect With Us
– We’re Social
Increase Content Shares
• Like button
• Social Bookmarking &
Sharing Plug-ins
– Sharing the reference of your
content with other websites
– AddThis
– ShareThis

Incentives
• Insider info - EXCLUSIVITY
• Tie Likes to a cause or initiative
– Donate a certain amount of money to a
designated charity for every new “Like”
• Free Item
• Coupon, Promo Code, Money Savings

Invite Friends to Your Page

Tell Them What to Expect
• Be the first to hear
about special events
• Easy access to your
online banking
• Stay updated on
community events
• Exclusive promotions
and contests for our
Fans

4 Steps to Business Success on Facebook

Connect With People

Facebook Ads
•Exposure to Fans’ Friends
•No ad copy – based on interaction - liking or
sharing a picture or post, etc.
• Ideal for building Page Likes
Sponsored
Stories
•Increase exposure to your Fan base and/or
•Target entire user audience or filter by demo
•Ideal for building engagement & promoting
events
Page Post
Ads
•Increase exposure to your Fan base
•No ad copy
•Ideal for making sure you’re getting your message
out to your audience
Promoted
Posts
•Target entire user audience
•Ad copy consists of Title, Description, and Image
•Drive traffic to your Page or main website
Marketplace
Ads
News Feed & Side Bar
News Feed & Side Bar
News Feed
Sidebar

Engage Your Audience
• Post QUALITY content regularly
• Have conversations on your Page
– Be sure to respond to comments and private
messages
– Address specific users; tag them in your response
by typing @ before their name
• Follow other Pages & interact with them!
• Promote your Posts

Give Them Something to Talk About

Influence Friends of Fans

Best Post Length

Best Day to Post
• 86% are published between Monday and
Friday, with engagement peaking on Thursday
and Friday
• Test and find your best day!
Source: Buddymedia: Strategies for effective Facebook wall posts

Best Time to Post
• 60% of are published between 10 am- 4 pm
• Number of published posts steadily decreases
after 4 pm
Source: Buddymedia: Strategies for effective Facebook wall posts

Best Frequency to Post
Source: Buddymedia: Strategies for effective Facebook wall posts

Best Type of Post
• Ask Questions using the
Facebook Questions
App
• Use Fill in the _______
Posts
• Give exclusive info
• Post a picture and ask
people to come up with
the best caption
• Consumer offer-related
keywords

For Facebook, PHOTOS are King

Post Type

Photo on Timeline

Management Tools
• Date & Time
• Theme / Category
• Keywords
• Social Content
• Call to Action (CTA)
• Resource Link

Conversational Calendar

Content Calendar
• Date & Time
• Theme / Category
• Keywords
• Social Content
• Call to Action (CTA)
• Resource Link

Monitoring & Management Tools
FREE TOOLS
• Google Alerts
• Social Mention
• TweetDeck
PAID TOOLS
• Hootsuite
• Sprout Social
• Hubspot
• Vocus
MONITORING TOOLS MANAGEMENT TOOLS

Hootsuite
• Save your time and your
sanity
• Improve productivity by
managing all of your
social networks within
HootSuite.
• Listen, engage and
measure all from one
simple interface.
• Free version lets you
manage up to 5 profiles

Publishing from Hootsuite
Attach image or file
Schedule
Add location
Post content here
Link shortener

Track Clicks on Your Links

Bulk Message Uploader
• Easy to use
• Now only available with paid version, $9.99

Measurement

Key Performance Indicators (KPI)
• Page Likes & Followers
• Unique Visitors
• Time on Site
• Shared Content / Visitor engagement with the website
• Inbound Phone Calls
• Contact Us form requests
• Request for quote
• Mobile banking registration
• Sign up to receive paperless statements

Tools & Reports
• Platform Specific Tools
– Facebook Page Insights
– LinkedIn Company Page Insights
– YouTube Insights
– Pinterest Analytics
• Google Analytics
• Link Shortener Analytics

Page Insights: Overview
1. Each tab displays
different info
2. Overview of total
Likes & Reach
3. Engagement &
Reach
4. Post-specific
details

LinkedIn Company Page Insights
1. Page Views
2. Page Visitor
Demographics
3. Unique Visitor
Details
4. Product &
Service Page
Clicks
5. Career Page
Clicks

Google Analytics Reports
• Where Social Traffic is
reported
– Social Reports
– Referral Traffic
– Coded Links

Social > Conversions

Tagging Your Links
• Overview of what can be captured
– Source
– Medium
– Term
– Content
– Campaign
www.anyurl.com?utm_source=facebook&utm_medium=wall
post&utm_term=refer+a+friend&utm_campaign=Business+Checking

Tagging Your Links
• Overview of what can be captured
– Source = Facebook
– Medium = wall post
– Term = refer a friend
– Content =
– Campaign = Business Checking
www.anyurl.com?utm_source=facebook&utm_medium=wall
post&utm_term=refer+a+friend&utm_campaign=Business+Checking

URL Shorteners
• Gained popularity because of Twitter’s 140
character length limitation
• Clean up long URLs before they are displayed
within Facebook posts, LinkedIn posts, emails,
etc.
• Users from an organization can share the
same account so info is aggregated in one
place

See How Users Are Finding Your Link
• QR Code can be
generated
• Total clicks on
link over time
• Source of clicks
on the link
• Location of
clicks on the link

Google URL Shortener

Questions?

Thank you!