Social Media Workshop - 29/06/2011

Posted by Paul Rogers on 29 June 2011

With social media being such a hot topic and an open opportunity for businesses at the moment, we thought it would be a great focal point for a client workshop session.

Yesterday afternoon, I went through what I consider to be the main principles of social media for businesses, whilst also discussing best-practice techniques and reviewing my favorite social media tools.

This blog post features the main points and areas that I covered within the two-hour session.

A few quick social media facts: 

  • Time on Facebook = 1 of every 8 minutes spent online
  • Over 50% of Facebook users said they were more likely to buy from a brand the ‘like’
  • Twitter has over 300,000,000 users
  • Time on social media websites = 3 x time spent on email
  • Twitter gets 5 new users every single second

Twitter:

Twitter is one of the world’s most popular websites and struck gold in March 2006 when it was released as the internet’s first micro-blogging platform. To me, Twitter’s immense popularity stems from the fact that it’s convenient and easy to use, and is ultimately a culmination of Facebook and a blog. 

The main things that a business can do using Twitter are:

  • Build relationships
  • Engage with customers
  • Respond to the public
  • Increase brand awareness
  • Improve search engine positioning of their website
  • Ask questions
  • Discover more about their target market/demographic
  • Drive traffic to your website
  • Promote their content, product or service, deals and much more

Google started using social signals within it’s infamous ranking algorithm just a few months ago, further adding to the opportunity for businesses.

Facebook:

Facebook is the world’s biggest and most popular social media website, and it’s huge base of users dedicate almost unbelievable amounts of time to using it. The fact that Facebook is so universally popular makes it a HUGE opportunity for any business, especially with the introduction of apps that allow for Facebook commerce (ordering through Facebook), polls, competitions, games and much more.

Creating a Facebook page is very easy and takes little time and investment. Once you have made a Facebook page, it is hugely important to keep it updated with regular and interesting posts about your company or industry. You should also add videos and photos to your page to make it more appealing and encourage fans to visit the page regularly.

TIP: If you can get photos or videos involving your customers, they will need to ‘like’ the page in order to tag themselves. This is a great way of building long-term relationships and building an outreach.

Once a user has ‘liked’ your page, they will see all of your updates on their homepage stream, enabling you to mass-inform your audience of promotions or activities.

The main things that a business can do using Facebook are:

  • Build relationships
  • Sustain relationships
  • Obtain data
  • Build your outreach
  • Increase customer loyalty
  • Reward loyal customers
  • Increase brand awareness
  • Drive traffic to your website
  • Run competitions
  • Sell products (Facebook commerce)
  • Promote their content, product or service, deals and much more

Facebook advertising is also a good opportunity for businesses, as it allows them to filter their demographic and only display adverts to these people. For example, you could show an advert about your sushi restaurant to people who say that they like sushi within their profile, you could also only show this advert at certain times of the day.

LinkedIn:

LinkedIn is a vastly popular networking website that allows people to connect with people they know through their profession. LinkedIn pages for businesses are a great way to generate traffic to your website, encourage people to apply for jobs, gain new custom and also inform users about your organisation.

LinkedIn is also ideal for recruitment, communicating (through groups) and obviously networking.

YouTube:

YouTube is the world’s most popular video search engine, and is owned by Google. YouTube offers a big opportunity for businesses as a result of the sheer volume of people that watch all kind of videos.

Businesses can upload their videos to their own YouTube channel and get thousands of people watching them if they look interesting and are optimised well. These viewers can then click through to your website, helping to generate traffic, revenue and increase brand awareness.

You can also advertise on YouTube.

Within the social media workshop session, I also discussed getting customers to submit reviews, 4Square, meetup.com, using social bookmarking for traffic generation and SEO benefit and mass-controlling different social platforms.

Social Media Tools:

topsy.com:

Topsy is a very useful social media tool that lets you search through online social activity in real-time. Topsy is a great way to identify opportunities to interact with people, respond to brand mentions and also keep an eye on your competitors.

You can use Topsy to monitor all social activity, but by typing in Twitter usernames you are able to see the latest interactions and tweets of the user. You can also type in a URL to see the amount of and which users are talking about it.

tweetstats.com:

Tweetstats is one of my favourite social media tools as it comprehensively reports on your activity and uses key metrics. Tweetstats is ideal for reviewing social media effectiveness or performance, as it displays insightful data based on your levels of activity, your usage patterns and the main people you have interacted with.

tweetreach.com:

Tweetreach is a simple but very effective monitoring tool, allowing you to see the value of your tweet(s) based on the amount of impressions. You can either type in snippets of your tweets or your username to see the reach of your activity.

Tweetreach is ideal for benchmarking and competitor analysis, as it outlays performance in the form of one great metric.

hootsuite.com:

Hootsuite is a widely-used, popular resource that I don’t have very much experience of using. The reason that I mentioned Hootsuite is that the free version (the only one I’ve used) allows you to schedule tweets, which is a great feature for businesses or anyone looking to save time.

boardreader.com:

Boardreader is a really good resource for SEO’s, as it allows you to search through forums based on the usage of a particular keyword. Once you have searched for your keyword or brand, you can then proceed to respond to questions, prompt people to visit your website or even invite people to review your product/service.

followerwonk.com:

Follower Wonk is a very useful tool for businesses, enabling you to filter users within your target audience by searching for keywords within bio’s. So, for example, a sushi restaurant could use this to search for ‘love sushi’ and then follow anyone who comes out of the search and try to build a relationship with them.

The main reasons your business should be using social media:

  • Build an outreach
  • Develop your brand
  • Generate traffic to your website
  • Get a better understanding of your target market
  • Research

If you would like to attend one of our client workshop sessions or would like to find out more about our online marketing retainer, please get in touch with us on 020 7183 1072 and ask to speak to Richard.

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