Social Media Best Practices 101

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					Social
Media
Best
Prac0ces
101




A
Star'ng
Point
For
Marketers
Contempla'ng
Social
Media




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Where
to
Start?
Build
your
Social
Media
Roadmap
Just
like
you
shouldn’t
brave
a
road
trip
without
a

roadmap,
you
shouldn’t
brave
social
media
marke4ng

without
a
social
media
roadmap.



This
needn’t
be
complicated.

Like
any
other
roadmap,

it
should
tell
you
where
you
are,
where
you
want
to
be,

and
how
you
plan
to
get
there.

In
other
words,
simply
iden4fy
your:

   •   Audience
–
who
are
you
trying
to
reach
and

       where
are
they?
   •   Objec0ve
–
what
are
you
trying
to
achieve
(i.e.
sales,
inquiries,
exposure?)
   •   Strategy
–
what
message
will
you
develop
to
achieve
your
objec4ve?
   •   Tac0cs
–
what
type
of
content
will
you
create
(videos,
blog
posts,
more?)
   •   Tools
&
Technology
–
what
channels
will
you
penetrate
(i.e.
YouTube?)
and
with
what

       (videos?)
   •   
Metrics
–
how
will
you
define
success?





                                                                    www.toprankmarke4ng.com

                                                2
Social
Media
Best
Prac0ces
(Also
Known
As:

The
Opposite
Of
Social
Media
Worst
Prac0ces)
You’ve
built
your
social
media
roadmap.

You
want
25‐34
year
old
males
(audience)…
…to
buy
2,500
units
of
your
basejump
parachute
repair
kit
(objec've).



You
will
develop
humorous
messaging
that
shows
the
dangers
of
not
having
a
repair
kit

(strategy).



This
message
will
be
communicated
via
online
videos
(tac'cs)…
…that
will
be
posted
to
YouTube
and
promoted
via
Twi+er
(Tools
&
Technology).



Success
will
be
measured
by
the
number
of
units
sold
(metrics).


So
you’re
done,
right?

Hold
4ght
for
just
a
minute
while
we
go
back
to
our
road
trip

metaphor.

Just
like
arming
yourself
with
the
right
mental
assets
for
a
road

trip
(trust
us
–
changing
a
4re
is
a
vital
skill
to
know)
you’re
going

to
need
to
arm
yourself
with
best
prac4ces
for
your
social
media
campaign:

   •   Listen
Up:

Take
the
same
4me
to
listen
to
how
your
market
wants
to
be
spoken
to,

       whether
via
YouTube,
Twi+er,
Facebook,
etc.

Say
the
wrong
thing
at
a
party,
and
a

       poten4al
friend
will
walk
away.

Say
it
in
social
media
and
a
poten4al
customer
will
both

       walk
away
and
badmouth
you
–
with
glee
–
to
other
poten4al
customers.

   •   Be
Honest
&
Valuable:
You
can’t
trick
anyone
in
social
media
or,
at
least,
you
can’t
do
so

       twice.

Offer
something
that
you
know
has
zero
value,
or
try
to
mask
your
objec4ve
and

       you
will
be
gleefully
burned
at
the
metaphorical
stake.

   •   This
Isn’t
Sales
As
You
Know
It:

Your
audience
is
not
going
to
YouTube
or
Facebook
to

       be
sold.

That
isn’t
to
say
they
won’t
buy.

Firmly
square
your
mind
around
the
concept

       of
offering
something
valuable,
rather
than
selling
something
tangible,
and
you’ll
likely

       find
yourself
doing
both.
       

   •   You
Do
Not
Control
Your
Message:

Understand
this
and
accept
this.

Social
means
being

       a
part
of
a
conversa4on,
not
controlling
a
conversa4on.

You
have
to
let
go
of
old

       adver4sing
habits
where
you
drive
a
message
and
allow
your
audience
to
play
with
and,

       in
a
sense,
help
shape
your
message.


                                                                       www.toprankmarke4ng.com

                                                3
   •   Encourage
par'cipa'on
and
develop
rela'onships:

Let
your
audience
co‐own
your

       campaign
or
brand.

Might
they
do
something
silly
with
it?

Sure
they
might.

People
do

       silly
things
when
they’re
being
social.

People
like
to
do
silly
things.

If
they
do
it
with

       your
brand,
others
might
just
see
it
and
remember
it
fondly.

   •   Metrics
should
roll
up
to
objec'ves:

Be
honest
with
your
metrics.

Your
objec4ve
is

       sales,
not
video
views.

If
your
videos
aren’t
rolling
up
to
sales,
experiment
with
other

       tac4cs.

But
be
sure
you
follow
best
prac4ces
for
each.


Social
Media
Benefits
SEO
Efforts
Implemen4ng
a
social
media
marke4ng
program
without
op4mizing
content
is
leaving
money

on
the
table.
Useful
social
content
(blog,
video,
images,
audio)
that
cannot
be
discovered
via

search
is
a
lost
opportunity
to
reach
an
audience
that
is
looking.

Social
interac4ons
and
media
sharing
amongst
social
network
par4cipants
create
the
kind
of

content
that
can
improve
a
brand’s
visibility
within
search
results
through
profiles,
videos,
blog

posts,
or
other
media.


On
the
flip
side,
implemen4ng
SEO
programs
without
leveraging
the
content
distribu4on
and

linking
benefits
of
social
web
par4cipa4on
makes
link
building
for
SEO
an
uphill
ba+le.
The

nature
of
the
social
web
encourages
par4cipa4on:
sharing,
vo4ng,
commen4ng
and
linking.

Popular
social
content
gets
exposure,
traffic
and
can
result
in
a
substan4al
number
of
relevant

inbound
links.


By
involving
SEO
insight
in
a
social
media
marke4ng
effort
and
vice
versa,
marketers,
public

rela4ons
professionals
and
adver4sers
can
extend
the
value
of
their
investment.
Well
op4mized

social
media
content
marke4ng
efforts
can
a+ract
new
network
par4cipants
via
search.
News

content
that
experiences
distribu4on
via
social
news
and
bookmarking
channels
can
facilitate

links
to
company
website
content
directly
and
indirectly.
Adver4sers
that
fund
social
media

campaigns
can
con4nue
to
realize
the
traffic
benefit
from
keyword‐op4mized
interac4ve

content
long
ader
the
campaign
has
ended.




                                                                         www.toprankmarke4ng.com

                                                  4
TopRank
Social
Media
Checklist:
How
many
road
trips
have
you
been
on
where
you’ve
forgo+en

that
one
crucial
thing,
like
sunglasses
or
a
second
sock.

With
the
checklist
below,
this
won’t
happen
with
your
social

media
campaign!

Building
Your
Social
Media
Roadmap:
__
I
have
iden4fied
my
audience
__
My
objec4ves
are
clear
__
I
have
developed
my
strategy
__
I
have
a
list
of
repeatable
tac4cs
__
I
have
confirmed
that
my
audience
par4cipates
in
the
channels
I’ve
selected
__
I
have
firmly
established
metrics
that
will
determine
the
success
of
my
campaign

Message
Development:
__
My
message
is
not
sales‐y
or
overtly
promo4onal
__
My
message
is
honest
and
transparent

LeSng
Go:
__
I
am
willing
to
let
my
audience
mash
up
my
message
__
I
am
willing
to
become
a
par4cipant,
rather
than
a
leader,
in
the
messaging
I
create

Implementa'on:
__
I
have
posted
content
to
all
my
channels
__
I
am
monitoring,
and
responding
to,
audience
par4cipa4on
__
My
objec4ves
are
being
met
__
I
am
tes4ng
new
channels
__
My
next
campaign
is
queued
up
and
ready
to
go!




                                                                      www.toprankmarke4ng.com

                                                5
Ready
for
more?

We’ve
got
you
covered:
Visit
the
social
media
category
of
the
Online
Marke4ng
Blog
to
learn
how
to
make
your
social

media
campaign
a
success.



Need
hands‐on
help?

We
can
do
that,
too:
Email
seo@toprankmarke4ng.com


Call
us
at
877‐872‐6628

Click
here
to
contact
us
and
find
out
how
TopRank®
Online
Marke4ng
can
help
your
online

marke4ng
program
succeed.




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                                               6