Social Media 101

Social Media 101

Ashley NorthingtonDENOR Brands & Public Relations

About Ashley Northington

Ashley Northington is determined to help people, organizations and brands share their

stories with the world. She is an award-winning public relations consultant, entrepreneur, writer and media connoisseur. She is the founder and director of the boutique public relations firm,

DENOR Brands & Public Relations.

Let’s Break the Ice!

One key to social media success is to create a brief social bio that is chokful of industry-specific keywords

about your business.

We’re Breaking the Ice!

Step 1: Think of six keywords to describe what you do.

Step 2: Write those words down on your worksheet.

Step 3: Use those keywords to describe what you do in business. You can use all keywords or not. Write down the description.

Step 4: Take your new description to one person you don’t know. Take turns telling each other your description.

Step 5: Take a selfie with your new friend.

Step 6: Post that selfie on Facebook or LinkedIn with hashtag: #NBICSocialMedia101.

The Winner!

Today, three people will win an hourlong Pick My Brain! Session with me to discuss anything related to public relations, marketing, social

media, or branding.

Time to Win!

I’m going to announce a winner!

It could be YOU!

Why Are We Here?

We’re here to learn how to leverage social media to

grow your business.

The Rundown

Class 1: Overview, Description & Selection

Class 2: LinkedIn

Class 3: Facebook

Class 4: Twitter

Class 5: Instagram & Pinterest

Class 6: Your Plan

Each class includes tipsheet + in-class actionables + homework. Please bring your laptop or tablet to class.

Let’s Get Social...

Face it. Social media isn’t going anywhere. Small business owners must

embrace it to leverage their connections, grow their business and

connect with their ideal clients.

The Facts

Consider these facts.

http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746

Leverage the Buzzwords

Using buzzwords, or keywords, on social media is key to success.

These days, keywords are being punctuated by the use of the poundsign. These new keyword-

poundsign combinations are now called HASHTAGS.

Hashtags are a way for social media users to tag their posts with keywords, which in turn make them easier for social networks to organize and users to search. Add hashtags to your post to

highlight keywords and important content.

Finding Hashtags

Use hastags.org or whatthetrend.com or twubs.com to identify hashtags relevant to your

industry.

Using Hashtags

Using a hashtag in a social post is as simple as adding the ‘#’ sign before a single word or phrase without spaces or

punctuation (numbers are okay).

Don’t string too many words together with a single hashtag.

If you tweet or post with a hashtag on a public account, anyone who does a search for that hashtag may find your

content.

Don’t #spam #with #hashtags. Don’t over-tag a single tweet.

Use hashtags only in posts relevant to the topic.

Create your own hashtag to promote a specific product, event or service.

It’s action time!

Let’s post a comment about our class using a hashtag relevant to your industry and the hashtag #NBICSocialMedia10 on either

Facebook or LinkedIn.

ASHLEYNORTHINGTON.COM

It’s All About Content

A picture is worth 1,000 words.Wall posts with photos get a 39% higher interaction rate.

Say it with a funny face.Posts with emoticons get 52% higher interaction rates.

Keep it short.Posts with 80 characters or less receive 23% higher interaction rates than longer posts.

It’s All About Content

Ask for what you want.Posts that specifically ask for shares receive 7X more shares.

Ask your audience a question.Posts that contain questions generate a 92% higher comment rate.

Caption it.Posts that generate a “Caption this….” strategy generate a 5.5X higher comment rate.

It’s action time!

Let’s use one of these content engagement strategies on

Facebook or LinkedIn.


Time to Win!

I’m going to announce a winner!

It could be YOU!

About LinkedIn

What is it?LinkedIn is the world’s largest professional network on the Internet with more than 250 million members in over 200 countries and territories.

Why is it helpful?Executives from all Fortune 500 companies are members. Platform gives you an opportunity to locate your ideal clients and potential partners.

Best types of content?Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is NOT advised.

Levers for success?Making recommendations, endorsing your connections and asking for recommendations. Real power is in groups.

About Facebook

What is it?Facebook is the world’s largest social network.

Why is it helpful?Nearly everyone uses it.

Best types of content?Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging.

Levers for success?Using hashtags and continuously posting engaging content. There are multiple groups to join that will either connect you with potential partners and your ideal client. There is a huge opportunity to listen and learn.

About Google+

What is it?Social network for those who use Gmail.

Why is it helpful?You can connect and share with the people you’re already communicating with on your Gmail account.

Best types of content?Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging.

Levers for success?Using hashtags and continuously posting engaging content. There are multiple groups to join that will either connect you with potential partners and your ideal client.

About Twitter

What is it?Social networking service that enables users to send and read short 140-character messages called "tweets."

Why is it helpful?23% of online adults use Twitter. This is a platform for service-based entrepreneurs and industry experts & thought leaders.

Best types of content?Short, thoughtful tweets relevant to your profession and interests, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging.

Levers for success?Continuously showcasing your expertise. Follow and jump in conversations using hashtags.

About Instagram

What is it?Social network that allows you to share your life and interests with friends through a series of pictures.

Why is it helpful?If your business thrives on aesthetics, this is a great platform to visually tease potential partners and customers with your skills.

Best types of content?Detailed images and short, 15-second videos that showcase your work.

Levers for success?Using hashtags and continuously posting engaging content.

About Pinterest

What is it?Virtual inspiration board that allows you to share your own content and that of others through a series of “pins” and on various “boards.”

Why is it helpful?Not only can you see what others are doing in your industry, you can inspire others by posting your own content. Most users are women.

Best types of content?Pictures, articles, recipes, how-tos that are relevant to your business along with your own, original content.

Levers for success?Using hashtags and other keywords in your description of each pin. Connecting and re-pinning info from popular boards.

About YouTube

What is it?Youtube is a video sharing social network.

Why is it helpful?Nearly 80% of YouTube users are mail. It is helpful because it allows you to tell a compelling story or narrative about your business or products or expertise.

Best types of content?Short videos that showcase your expertise or your products.

Levers for success?Using hashtags and other keywords in your video description. It is a great tool to market new products, display client testimonials and highlight case studies and other success measures.

Finding Your Place

The key is to only engage in networks that are relevant to

your industry or allow the best opportunity for you to connect

with your ideal clients.

Create the Why

You should be able to give a solid answer to WHY you or your brand is engaged on whatever platforms you’ve chosen. You ought to be able to create a why for each network. If you can’t,

then it’s time to move on.

You don’t need to use each and every one of them. Some may not work for your business.

Some may be to burdensome for you to manage.

Questions to Consider

Is my target audience using this platform?

Are people engaging with me on this network?

Am I engaging others?

Is it relatively easy for me to be consistent?

Am I being consistent?

Can I create opportunities to highlight my product or services?

Why am I using this network?

It’s action time!

Using the information we’ve learned today, let’s decide on

the social networks you plan to use. Write them on your

worksheet.


Talk to Me

Let me know which social networks you are going to

use. Tell me why.

Ask me anything.

Here’s your chance to ask me anything you want to know

about what we learned today.


Time to WIN!

I’m going to announce a winner by pulling a card from the bowl.

It could be YOU!


Ashley NorthingtonDENOR Brands & Public

Relations700 Craighead Street, Suite 107

Nashville, Tennessee 37204Office: 1.855.809.6697

Email: [email protected] & Facebook: @ashnorthington | @DENORPR

ashleynorthington.com | denorbrands.com