Social Media presentation given by Sharon Mostyn of Mostyn Marketing Group for SCORE SWFL and the Southwest Florida Enterprise Center.

1. Social Media 101
September 2021

2. • Social Media Platforms
• Basic Social Media Strategies
• Managing Your Social Media
• Social Advertising & Metrics
Agenda

3. Content is Fire;
Social Media is Gasoline.
~ Jay Baer
Convince &
Convert

4. • Social Media – unlike other advertising channels – is fundamentally a one-to-one,
person-to-person communication platform.
• Social media has fundamentally changed the way most of us interact & engage with
brands and with one another
• Social media communities are built organically – they are comprised of relevant
people who are genuinely interested in what you do
• The biggest mistake you can make in community building is forgetting that these
communities are composed of people who want to have a conversation – not get
bombarded with marketing messages
Social Media Platforms

5. Social Media Platforms
Source: https://seodesignchicago.com/marketing/social-media-platform-comparison/

6. • Source: https://seodesignchicago.com/marketing/social-media-platform-
comparison/
Social Media Platforms
Source: https://seodesignchicago.com/marketing/social-media-platform-comparison/

7. • When is the best time to market on a specific channel?
• Reach the right audience, at the right time, with the right message
Using Social Media Channels Effectively
Source: https://hootsuite.com/research?businessSize=enterprise&industry=staples

8. Social Media Usage
Not all social media
platforms work for every
company so make sure the
channels you use reach your
target audience.
When you find the right
platform, your audience is
regularly there.

9. Which Social Media Platform(s) Do I Use?

10. • Facebook is the world’s largest social network, with about 2.4B users worldwide and
nearly 80% of US Adults logging on regularly.
• Features:
• FB Live – Video, Video, Video!
• Groups – Groups tend to be excellent places for companies to create communities,
showcase thought leadership, and build rapport.
• Insights – Audience Insights is a goldmine of information. Use it!
Facebook

11. • Unlike most social networks, success on Instagram requires a (relatively) high level
of content curation and planning.
• Features:
• Organic Posts: Single unique Images, Image Carousels, Videos
• Explore Page - content is unique to each user and generated from the IG algorithm
based on user activity and interests
• Instagram Stories - allows youto post photos and videos that disappear after 24 hours, great wayto run
“limited time specials”
• IGTV (Instagram TV) – create longer videos (>1 min) that take over your whole screen
Instagram

12. • “Facebook for Business” – users can create “company” LinkedIn pages, as well as
“showcase” pages to highlight specific brands/products/capabilities. Users can
follow “influencers” or companies.
• Features:
• Groups – About 75% of LinkedIn conversations happen in groups; smart participation in
the right groups can be a game-changer for most businesses.
• SlideShare – professional content sharing of presentations and infographics.
• Analytics – Learn more about company page visitors, followers, post impressions, and
button clicks.
LinkedIn

13. Where Does Social Fit In?

14. Basic Social Media Strategies
Source: https://www.allbusiness.com/the-differences-between-paid-earned-owned-and-shared-media-4246-1.html
Business Objective Social Media Goal Metric(s)
Grow the brand
Awareness (these metrics illuminate
your current and potential audience)
Followers, shares, etc.
Turn customers into advocates
Engagement (these metrics show how
audiences are interacting with your
content)
Comments, likes, @mentions, etc.
Drive leads and sales
Conversions (these metrics
demonstrate the effectiveness of your
social engagement)
Website clicks, email signups, etc.
Improve customer retention
Consumer (these metrics reflect how
active customers think and feel about
your brand)
Testimonials, social media sentiment,
etc.

15. Fully understand the goals &
questions your potential
customers have at each stage
– if you do that, you can
effectively guide them no
matter where they choose to
get their information and
engage.
~ John Jantsch
Duct Tape
Marketing

16. Social Media Strategy Phases
1. Update social profile information
(content & design)
2. Test new social media features (live stories, etc.)
3. Begin content creation and scheduling
4. Begin proactive engagement in social media
Social Media
Phase 1

17. Social Media Strategy Phases
1. Gather and promote user generated content
2. Review the number of accounts being followed
(quality over quantity)
3. Identify new accounts to follow in each channel
4. Optimize & upload new videos, if created
Social Media
Phase 2

18. Managing Your Social Media
Listen First
Post In The
Style of Your
Customers
Share Good
Content, Both
Yours &
Curated
Content
Respond
Quickly to
Comments
(Good & Bad)
& Be
Authentic,
Transparent,
& Honest
Ask
Questions /
Provide Value
/ Share
Stories to
Encourage
Customer
Interaction
Engage With
Your
Customers,
Both On Page
& In Groups
Become the
Subject
Matter Expert

19. • Social Media content needs to both
a) meet the expectations of your target audience and
b) offer real value
• The types of content you post should fit with the overall intent/“feel” of the
platform – for instance:
• Facebook: Text Posts, Images, Video, Infographics
• Instagram: Photos, Videos
• LinkedIn: Blog Posts, Whitepapers, Slideshows
Social Media Content

20. Community Building
• Social media provides a platform for
your organization to turn brand
advocates (i.e. the people that love
you) into one of your most effective
advertising mediums – if you can
cultivate a strong, loyal audience.
• People only trust about 23% of
companies
• People also trust about 90% of peer
recommendations on social media,
even if they don’t know the person
making the recommendation
Image Credit: Mod Girl Marketing

21. Social Media Calendar: The 4-1-1 Rule
Inspire & Inform
The vast majority (66%) of
your posts should be
“Early/Mid-Stage” posts
focused on informing people
about your brand, inspiring
them, etc.
These can be facts, stories,
infographics, behind-the-
scenes posts, #TBT posts,
whatever.
Not. Sales. Focused.
Soft Sell
One out of every six posts
can be “a soft sell” – think
of this like a newsletter sign
up, a coupon promotion, a
whitepaper, etc.
Don’t be overly sales-y with
this one, but it is an
opportunity for you to
capture info from members
of your audience who are
ready to take the next step
Hard Sell
OK, you’ve been good. FIVE
whole posts without a
shameless sales pitch.
Here’s your chance.
Keep it simple, keep it on-
brand and keep it focused.
All that good work can be
undone with just one single
bad post.

22. • Test posts that are staggered throughout the day.
• Content is platform-specific but overlaps where appropriate/necessary (within
reason).
• The overwhelming majority of posts can be done well ahead of time so everything is
scheduled in advance.
• All of the materials are self-contained – so anyone on your team can easily pick up
where you left off (if you’re sick for a day, for instance).
Social Media Calendar

23. Social Advertising

24. Define and measure the metrics that
matter. Engage your audience with your
new content and monitor everything you
do. Include in your monitoring:
• Key metrics - Constantly monitor the
metrics that matter most for your brand.
• Your social channels - What’s working?
What can work better?
• Your industry - Is there a trend to jump
on? A crisis looming?
• Competitors - Is there something they’re
doing that you’re not? Learn from them!!
Social Media Measurement

25. Social Media Checklist

26. Daily & Weekly Tasks

27. What If I Only Have 10 Minutes?
(The Basics)

28. What If I Have A Little More Time?
(Starting To Engage)

29. What If I Want To Grow My Social Following?

30. Thank you!
Questions?
Sharon Mostyn
smostyn@mostynmarketing.com