The second in my series of "Social Media Primers," updated for 2015.

1. a social media primer [2015 edition]
module two: making the most of your presence

2. Source: Brian Solis and JESS3
this is social media

3. strategy before tools

4. why?
your strategy informs
o who you are
o what you stand for
o where
o when
o why
o how
you play

5. it also informs your desired outcomes

6. ready, set… wait!

7. find your “one thing”

8. what do you stand for?

9. where should you play?

10. okay, let’s go!

11. you can try to tell me
your story, but you
can’t make me care
challenge one: indifference

12. challenge two: noise

13. challenge three: limited differentiation

14. have a point of view
be credible be funbe brief
be
entertaining

15. be helpful
be useful
be timely
be informative be relevant
be practical
be actionable
be generous
go with what works

16. publish for them

17. don’t try too hard

18. post goals: clicks

19. post goals: likes

20. post goals: shares

21. post goals: comments

22. post goals: lead-generation

23. post goals: user-generated content

24. keep it current

25. keep it short
among retail brands,
posts with 80 characters
or less get 66% more
engagement than posts
with 81 or more
characters.

26. use photos
o 53% more “likes”
o 104% more comments
o 84% more clicks

27. ask questions
posts that spark
dialogue get 100% more
comments than “non-
question” posts.

28. share video

29. remember

30. 50 ways to use social media right now

31. to listen

32. to build awareness

33. to connect with audiences

34. to tell stories

35. to generate buzz

36. to humanize brands

37. to answer questions

38. to ignite conversations

39. to establish a voice

40. to build trust

41. to test ideas

42. to spot trends

43. to face the competition

44. to stand apart

45. to grant access

46. to offer solutions

47. to unveil something new

48. to demystify “the science”

49. to support base business

50. to maintain relevance

51. to publish content

52. to encourage co-creation

53. to curate from others

54. to share information

55. to get coverage

56. to support a movement

57. to protect reputation

58. to defuse crises

59. to create operational efficiencies

60. to attract customers

61. to keep customers

62. to drive in-store

63. to influence purchase

64. to surprise and delight

65. to reward fans

66. to plan for the future

67. to innovate

68. to gain global perspectives

69. to promote events

70. to amplify marketing efforts

71. to educate

72. to entertain

73. to inspire

74. to foster loyalty

75. to crowdsource

76. to network

77. to drive traffic

78. to improve search rankings

79. to demonstrate thought-leadership

80. to grow

81. a social media primer [2015 edition]
module two: making the most of your presence