Maximize Your Social  ## Metadata - Author: [[Neal Schaffer]] | [[3. Resources/Authors/Neal Schaffer|Neal Schaffer]] - Full Title: Maximize Your Social - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B00EFB43OO) - Document Tags: [[Social Media]], [[Marketing]] ## Document Notes ## Highlights - social media was made for people, not for businesses. ([Location 366](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=366)) - social media policies ([Location 437](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=437)) - social media guidelines ([Location 438](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=438)) - A social media strategy is the only rational response to the need for collaboratively creating a written piece that all internal parties can agree on. ([Location 492](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=492)) - P stands for plan, which is, in essence, the social media strategy that you will create. ([Location 542](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=542)) - D stands for do, which is the implementation of your social media strategy according to plan. ([Location 543](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=543)) - C stands for check, which means analyzing the key performance indicators (KPIs) and metrics regarding your social media and seeing how they performed when compared with the assumptions in your social media strategy. ([Location 544](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=544)) - A stands for act, but it could also mean adjust, meaning that based on the results from step C, you optimize your P and repeat the cycle. ([Location 546](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=546)) - Only by constantly planning, implementing, checking, and optimizing will your business achieve excellence in social media, regardless of what your specific corporate objectives might be. ([Location 549](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=549)) - Objective: This is the reason for the existence of your social media strategy. ([Location 555](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=555)) - Customer: Who is your target customer? ([Location 558](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=558)) - decide who is going to implement the strategy on your behalf: ([Location 566](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=566)) - flesh out other areas concerning your target demographic group, ([Location 596](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=596)) - market focus, and branding guidelines, ([Location 596](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=596)) - highlight the potential that social media has in merging with legacy marketing and communication activities as well as cross-organizational roles to reach specific strategic objectives that exist regardless of social media. ([Location 601](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=601)) - Business objectives and projected outcomes require complete clarity in what you are trying to achieve in social media and, if successful, what the outcome would look like. ([Location 604](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=604)) - Increase Sales ([Location 616](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=616)) - Decrease Expenses ([Location 618](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=618)) - These cover the different ways companies from all industries of all sizes utilize social media: ([Location 626](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=626)) - The target demographic group for your social media strategy should be based not only on who your current or potential customer is but also on whom among them is using which social media channels and in what way. ([Location 648](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=648)) - Generate a survey for your current clients and ask them for demographic information in exchange for providing them with something of value. ([Location 652](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=652)) - Manually research information available on public websites, including social media, about a sampling of your customers. Use this information to draw a larger picture about them. ([Location 653](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=653)) - Use the demographic details available from your web analytics program (for example, Google Analytics). ([Location 654](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=654)) - Analyze the demographics of your current social media followers through Facebook Insights or LinkedIn Company Analytics (or LinkedIn Group Statistics if your company manages one). ([Location 655](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=655)) - Advertise to your competitors’ fans. ([Location 656](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=656)) - Analyze the demographics of your competitors’ web presence. ([Location 659](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=659)) - a minimum, when considering your target demographic group, you should try to ascertain the following information, which you can ideally glean from your current customer base ([Location 664](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=664)) - Although the target demographic section of your social media strategy should focus on the detailed specifics regarding your target customer in a micro fashion, the section on target market focus should look at potential markets that you want to engage with from a macro level. ([Location 674](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=674)) - Tone of voice: ([Location 689](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=689)) - using a more conversational voice might be worth considering based on engagement metrics from individual posts. ([Location 692](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=692)) - You should also be cognizant of your target demographic group and ensure that the voice you use in social media is aligned with their expectations. ([Location 692](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=692)) - Imagery: ([Location 694](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=694)) - Video: ([Location 697](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=697)) - Social media: ([Location 701](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=701)) - An audit should not be solely about your own social media channels but rather about all your digital properties and marketing channels. ([Location 721](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=721)) - As mentioned repeatedly in this book, your social media program should not exist within a silo in your company and it should be integrated with all your outward-facing properties and efforts. ([Location 722](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=722)) - an audit should also be spread out to include the social media presence of competitors. ([Location 724](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=724)) - A website ([Location 732](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=732)) - Newsletters ([Location 732](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=732)) - content ([Location 733](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=733)) - Events ([Location 734](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=734)) - Pay-per-click ([Location 735](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=735)) - Traditional print, radio, and television ads ([Location 737](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=737)) - you audit the following metrics: ([Location 747](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=747)) - Customer base/market share: ([Location 748](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=748)) - Website rank: ([Location 750](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=750)) - Alexa is a service that can be referenced for this metric. ([Location 753](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=753)) - Reach: ([Location 753](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=753)) - You should be auditing the following platforms and numbers: Blog RSS subscribers Facebook fans Twitter followers LinkedIn company page followers LinkedIn Group members Google+ brand page circlers Google+ Community members YouTube channel subscribers Pinterest followers Instagram followers ([Location 756](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=756)) - Frequency: ([Location 759](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=759)) - How often are you posting on each of your social media channels? ([Location 759](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=759)) - After an audit, many companies find that the amount of posting they do on each platform is completely out of balance with the prioritization they committed to in their social media channel strategy. ([Location 761](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=761)) - Engagement: ([Location 763](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=763)) - Blog: ([Location 765](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=765)) - Facebook (PTAT/fans): ([Location 767](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=767)) - Twitter: ([Location 771](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=771)) - LinkedIn: ([Location 774](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=774)) - Google+: How many + 1s, comments, and shares does each post receive? ([Location 775](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=775)) - YouTube: ([Location 776](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=776)) - Pinterest: ([Location 777](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=777)) - Instagram: ([Location 778](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=778)) - Facebook tabs: ([Location 779](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=779)) - Influence: ([Location 781](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=781)) - Klout, PeerIndex, and Kred. ([Location 783](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=783)) - Social media presence on your home page: ([Location 785](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=785)) - compare your company to industry role models and create a spreadsheet comparing all of the above information. ([Location 801](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=801)) - Now branding guidelines must be brought in line with consideration to social media in the following areas: Naming Color scheme and imagery Voice ([Location 848](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=848)) - you need to prepare a shortened name for your company. ([Location 854](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=854)) - utilize the name field of your social media account to add keywords to increase search engine optimization (SEO) and help others discover the account. ([Location 855](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=855)) - think about other naming schemes that may be necessary to localize the language or segment the purpose of the social media accounts. ([Location 856](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=856)) - Sharing relevant content helps cultivate brand awareness and thought leadership, and it fosters the communication of strategic initiatives to the public. ([Location 879](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=879)) - also share content that you curate from other sources to become a channel that your targeted demographic group tunes into when engaging in social media to find information important to them. ([Location 881](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=881)) - keep self-promotion, especially of the automated kind, to a bare minimum and instead share content in which your customers might genuinely be interested. ([Location 885](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=885)) - From an SEO perspective, this helps your company be found when users search terms relevant to the messages with which you want to engage the public. If ([Location 906](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=906)) - Content buckets are subject matter categories that help us rationalize content creation, curation, and sharing while creating a social media editorial calendar. ([Location 912](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=912)) - The objective is to find silos of content to share that attract distinctly different social media users to engage with your brand; by doing so, you can see how the content you share becomes an important part of the social media experiment. ([Location 922](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=922)) - lets companies be viewed less as marketing entities and more as community resources. ([Location 930](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=930)) - Look at what relevant content you and your staff read every day that your target demographic audience might find interesting. ([Location 934](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=934)) - Do a search on Twitter search engines such as Topsy.com or Google “site:Twitter.com keyword” for relevant keywords and see what relevant news sources or blogs are being frequently retweeted. ([Location 935](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=935)) - Create an RSS reader using a service such as Feedly,2 NetVibes,3 NewsBlur,4 or The Old Reader.5 This will allow you to curate content from blogs identified in the previous step. Once you do so, some of these services will automatically recommend other RSS feeds from similar blogs that might interest you. ([Location 938](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=938)) - Continue to add, delete, and modify your RSS subscriptions so that your feed becomes a highly optimized and relevant resource, helping you keep your finger on the pulse of optimal content to curate and providing insight on topics your target demographic audience finds interesting. ([Location 943](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=943)) - Blogs: ([Location 955](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=955)) - Topics on which potential customers have an interest and would want to share with others are prime targets for blog content. ([Location 958](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=958)) - This is why, as part of your social media strategy, it’s important to set guidelines as to the frequency in which you will be proactively publishing content to each platform. ([Location 1029](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1029)) - if content is king, consistency is queen, ([Location 1035](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1035)) - make an impact from an SEO perspective, the more frequently you blog, the more content gets indexed by Google and thus the more opportunities you have to appear in search results. ([Location 1041](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1041)) - Likewise, the more blog posts you have, the higher the chance that someone in your target audience will click the content and share it in social media, giving you even greater reach. ([Location 1042](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1042)) - Google News is the ultimate in SEO and would result in significantly more exposure because your blog post would be displayed in the “News for” section, which often appears at the top of the search results. However, it is said that, in order to be approved by Google, you need to have a history of 40 to 50 blog posts each month. Furthermore, it is necessary to have multiple authors to represent your blog. ([Location 1049](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1049)) - My recommendation is to start posting conservatively once or twice a week, work your way up to a recommended once-a-day posting schedule, and then slowly increase to two or three posts a day once you are confident you can maintain the frequency and you see increased engagement. ([Location 1061](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1061)) - Should you find yourself easily curating content, post at twice the frequency of Facebook and LinkedIn. This may mean beginning by posting two to three times a day and then increasing to a potential four to six times a day. ([Location 1073](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1073)) - Proactive posting of both new content and conversations, as well as the sharing of content and information from others ([Location 1082](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1082)) - Reactive conversations with social media users responding to those who reach out to your social media profiles through commenting or messaging ([Location 1084](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1084)) - It is important to note a distinction between a narrow reactive engagement strategy where you are simply responding to social messages and comments directed at you and a broader listening strategy to glean insight from conversations that are not directed at your company. ([Location 1088](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1088)) - Conversations about what people are saying about your industry, competition, and company can be analyzed for further information. ([Location 1093](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1093)) - social media campaigns using a variety of content topics, types of content, and channels are recommended to increase fan engagement, grow the user base, and experiment with each community. ([Location 1105](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1105)) - Social media campaigns should leverage the social aspect of social media combined with the viral functionality to create events that trigger engagement from followers in a new and exciting way. ([Location 1108](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1108)) - Surveys, quizzes, and polls Crowdsourcing photos, videos, and content Product giveaways ([Location 1111](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1111)) - Campaigns should be implemented on a monthly basis around revolving themes, such as those aligned with promotional, calendar, or seasonal events. ([Location 1113](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1113)) - They are usually part of the target demographic group consisting of individual users, companies, or media outlets that are a part of or serve your target demographic audience and yield influence online. ([Location 1118](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1118)) - Social influence: Klout, PeerIndex, Kred ([Location 1123](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1123)) - Blog authority: Technorati, PostRank ([Location 1123](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1123)) - Social numbers: Facebook fans, Twitter followers, Twitter lists, LinkedIn Group members, LinkedIn company followers, Google+ circlers, RSS subscribers ([Location 1123](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1123)) - Website rankings: Alexa, Compete ([Location 1124](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1124)) - Social engagement: number of retweets/Facebook shares, etc. ([Location 1125](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1125)) - Frequency of engagement: frequency of blogging, tweeting, Facebook posting, etc. ([Location 1125](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1125)) - At the minimum, influencers provide a source for content curation, and by retweeting their content, it raises the chances that they will notice you and reciprocate the favor, thus broadening your reach in social media. ([Location 1128](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1128)) - Brand ambassadors are critical for helping spread the word about your brand through their social networks and acting as an advisory board to tap into during a crisis as well as when business needs arise. ([Location 1133](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1133)) - consider a brand ambassador as someone who is a loyal fan and also very active in social media. ([Location 1134](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1134)) - The strategic plan should outline specific steps to help company employees become expert users of all channels deemed strategic and implement best practices recommended as part of the social media strategy should a crisis strike. ([Location 1150](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1150)) - content on these sites isn’t owned by you; ([Location 1278](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1278)) - If your business is going to be active in social media, what will it say and how are you going to draw people to your website, where they can make a purchase, learn more about your products, or act on some other objective they may have? ([Location 1282](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1282)) - social media is made for people, not for businesses, ([Location 1289](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1289)) - blogging at least once a week. ([Location 1341](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1341)) - If you’re trying to think of topics to write about, incorporate a keyword strategy like using Google Suggest into your content plan. ([Location 1355](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1355)) - It’s important to keep in mind that you shouldn’t blog about what you want your customers to know but rather what they want to know. ([Location 1357](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1357)) - Your social media content strategy should align heavily with your blog strategy. ([Location 1364](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1364)) - EdgeRank into three parts: affinity, weight, and time decay. ([Location 1419](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1419)) - Affinity is your relationship to the creator of the content. ([Location 1420](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1420)) - Affinity also deals with how often you engaged with content from a particular person. ([Location 1425](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1425)) - Another factor is weight, which is the type of content posted: photo, video, link, or status update. ([Location 1429](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1429)) - Data have shown that photos and videos are the most engaging content,3 although this can vary for each Facebook page depending on its fans and the content they engage with. ([Location 1431](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1431)) - if you want to post a link to your site, consider sharing a photo and including a link back to your site within the photo description rather than posting only a link. ([Location 1437](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1437)) - the average life span of a post is estimated to be as little as 3 hours. ([Location 1441](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1441)) - EdgeRank Checker,5 that will help you find the best time to post. ([Location 1445](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1445)) - Engagement should not be one of the objectives for your social media strategy. ([Location 1451](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1451)) - Questions: Asking questions generates engagement because people feel the need to answer. ([Location 1457](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1457)) - Fill-in-the-blanks: Fill-in-the-blank posts also get a lot of engagement. ([Location 1459](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1459)) - Calls to action: The easy call to action is also efficient. ([Location 1461](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1461)) - Feedback requests: Crowdsourcing ideas is great. ([Location 1464](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1464)) - Posts with visuals: Expressive visuals can be combined with questions, commentary, and campaigns. ([Location 1466](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1466)) - Page and page post ads attract people to like your page or get them to like or engage with a particular post by using ads placed on the right-hand side of a user’s Facebook page. ([Location 1477](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1477)) - News Feed is to promote one of your posts, which is the ultimate way to defeat EdgeRank and ensure your posts get maximum visibility. ([Location 1479](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1479)) - Page ads are used to acquire more Facebook page likes. ([Location 1482](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1482)) - Sponsoring your page can be an inexpensive and quick way to meet your business objectives. ([Location 1484](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1484)) - This might be used if you have a campaign on Facebook or a specific post advertising an upcoming event. ([Location 1487](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1487)) - “like gating ([Location 1536](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1536)) - Increase engagement ([Location 1537](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1537)) - Build an e-mail list. ([Location 1538](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1538)) - Drive traffic ([Location 1539](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1539)) - sales. ([Location 1539](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1539)) - customer survey data. ([Location 1540](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1540)) - Crowdsource ideas and build community, ([Location 1541](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1541)) - Overview is where you learn about the actual performance of each of your posts. ([Location 1563](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1563)) - Talking about This refers to fans who generated activity on your Facebook page, which thereafter created a story in their News Feed. ([Location 1569](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1569)) - This is the critical metric you’re looking at for engagement. ([Location 1571](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1571)) - Engaged users are people talking about this, in addition to generating a click on something. ([Location 1574](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1574)) - Likes tab provides information on the organic or paid likes the page received over a period of time. Incidentally, it also shows the unlikes, ([Location 1582](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1582)) - Reach tab looks at those we’ve reached either organically, through paid options, or via the viral spread of content to friends of fans when a post was published. ([Location 1588](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1588)) - more than one-third of marketers who are using Twitter said that it was critical or important to their business. ([Location 1651](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1651)) - 90+ percent of the profiles are public. ([Location 1660](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1660)) - Go to https://twitter.com/search-advanced to access the advanced Twitter search page. Enter some keywords that are relevant to your company, brand, competitors, or target audience. ([Location 1671](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1671)) - most tweets being created by social media influencers were done on HootSuite, ([Location 1691](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1691)) - Curation is all about selecting the very best content for your target audience from authoritative third-party sources ([Location 1741](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1741)) - very influential, affluent, and educated audience. ([Location 1914](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1914)) - Because business decision makers are on LinkedIn and because B2B business involves selling to decision makers within companies, LinkedIn is obviously the best social platform to be active on. ([Location 1921](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1921)) - LinkedIn has been the channel where companies have acquired more customers than from a company blog, Facebook, or Twitter. ([Location 1922](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1922)) - you’ll want to make sure that the profiles of your key outward-facing employees in sales and marketing are found should someone be searching for them. ([Location 1930](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1930)) - brand advocates ([Location 1934](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1934)) - companies should create an SEO-optimized paragraph or paragraphs that employees can put in either their summary or employment background. ([Location 1942](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1942)) - You can join 50 groups, and I recommend joining 50. ([Location 1966](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1966)) - You can join big groups just by doing a search on LinkedIn Groups with no keyword entered. ([Location 1966](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1966)) - Whether it’s through tweets, Google+ conversations, or LinkedIn Group discussions, there are a lot of seemingly random conversations happening in social media. ([Location 1977](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=1977)) - LinkedIn actually offers additional ways of using those microtargeting options. ([Location 2015](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2015)) - you can precisely define and target who sees your ads. ([Location 2028](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2028)) - LinkedIn ads tend to be priced higher than ads on other social media platforms, so consider the quality of the type of company you’re targeting. ([Location 2034](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2034)) - it can be a very cost-effective way of helping meet your company’s social media strategy objectives. ([Location 2043](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2043)) - Search, plus Your World in 2012. ([Location 2100](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2100)) - Google+ will absolutely affect your SEO. ([Location 2124](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2124)) - Google+ to microblog in order to attract the SEO benefits. ([Location 2132](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2132)) - Google+1’s was more important from an SEO perspective than even the number of backlinks. ([Location 2137](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2137)) - include keywords for your company in your tagline. ([Location 2153](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2153)) - Google+ profiles and pages have PageRank. ([Location 2230](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2230)) - Twitter’s full stream and the fact that most Twitter links are “no-follow” [they pass no PageRank “juice”], the amount of influence Twitter has on Google search is debatable.) ([Location 2230](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2230)) - PageRank of Google+ profiles and pages is important because, all other things being equal, web pages with a higher PageRank will generally rank better than pages with a lower PageRank for the same search term. Moreover, high-PageRank pages pass on more authority to the sites to which they are linked. ([Location 2234](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2234)) - Higher-PageRank profiles tend to have active relationships with other high-PageRank profiles. ([Location 2249](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2249)) - Google+ PageRank can come from Google+ relationships, links from the web, or both ([Location 2259](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2259)) - To integrate Pinterest fully into your content strategy, the boards should be aligned with your content buckets. ([Location 2578](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2578)) - every hashtag on Instagram automatically has an RSS feed associated with it, ([Location 2632](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2632)) - your company has to figure out how to create a social strategy that can actually be implemented. ([Location 2762](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2762)) - considering the roles and responsibilities necessary for successful implementation of social. ([Location 2764](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2764)) - Most companies fail at implementing their social media strategy because they hire interns to do the work for them. ([Location 2772](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2772)) - The person doing social media for your company is the voice of your brand to potentially hundreds of millions of social media users, so before you hire that intern, think twice. ([Location 2784](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2784)) - Having one person dedicated to the implementation, management, and optimization of the social media strategy is the ideal situation. ([Location 2809](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2809)) - Most companies do not have large enough public relations or marketing teams to create a dedicated role, but innovative managers with enough resources who are interested in implementing social media in an ideal way have the most freedom by handing this role over to someone who is completely dedicated to it. ([Location 2814](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2814)) - Social media, on the other hand, is something that must lie as close to the heart of the brand as possible. Therefore, in an ideal world where internal resources exist, there is no need to outsource the work. ([Location 2850](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2850)) - As long as you own the strategy and can ensure the outsourced solution follows your strategy, you can feel certain the agency is acting on your behalf just as if it were a part of your company. ([Location 2856](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2856)) - The executive council encompasses all those executives to whom the strategy team reports. ([Location 2906](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2906)) - The five models are decentralized, centralized, hub and spoke, multiple hub and spoke (dandelion), and holistic. ([Location 2920](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2920)) - With a centralized organization, one department manages all the social media activities internally. ([Location 2924](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2924)) - an organization that we currently call a social media center of excellence. ([Location 2936](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2936)) - Social media centers of excellence are cross-functional teams that are in a centralized location and internally serve the entire company. ([Location 2937](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2937)) - This multiple hub-and-spoke organization is appropriate when you want to scale social media across different business units, brands, regional locations, or countries. ([Location 2941](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2941)) - Create social media guidelines (covered in this chapter) and use your internal communications team to let everyone in the company know about the social media strategy. ([Location 2996](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=2996)) - Internally sourcing stories (and ideas): ([Location 3005](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3005)) - Utilizing employees as brand ambassadors: ([Location 3011](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3011)) - Using employees as a formal extension of your social media team: ([Location 3015](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3015)) - This document is called Social Media Guidelines, ([Location 3028](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3028)) - Social media guidelines thus can serve a two-fold purpose: they can inform all employees about the full extent of your social media outreach, and they can help secure contributions when you solicit employees to write for your company’s internal or external blogs or need help broadcasting news, updates, and information to the extended audience available via a socially connected employee base. ([Location 3089](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3089)) - Discuss what the social media team does on a day-to-day basis so that you can avoid duplicate postings in the same social channel. ([Location 3124](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3124)) - Avoid any negative reference to competitors. ([Location 3148](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3148)) - Social media engagement is about discussions, not the direct selling of products or services. ([Location 3150](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3150)) - Refrain from discussing products or services in development, pricing, or plans for mergers, acquisitions, or partnerships. ([Location 3154](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3154)) - If you reference customers, do so carefully. ([Location 3155](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3155)) - The exception to discussing products, services, and customers is mentioning or linking information published in company press releases, case studies, videos, recorded webinars, or other company-promoted marketing communications. ([Location 3156](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3156)) - Be upfront and transparent concerning your company connection. ([Location 3159](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3159)) - The secret to posting content in forums and discussion groups is the indirect marketing of a brand. ([Location 3160](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3160)) - Customers and prospects may participate in the same forums, groups, and social networks. ([Location 3162](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3162)) - If you mention company product names and trademarks, make sure you check the official company style sheet for spelling and punctuation usage. ([Location 3165](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3165)) - Monitor personal news, business updates, and career changes posted by your friends, followers, and connections. ([Location 3167](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3167)) - Make sure employees are aware of the boundaries and guidelines regarding social media and communicate them regularly. ([Location 3193](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3193)) - Internal communication is the term traditionally given to communication taking place inside an organization. ([Location 3206](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3206)) - external communication takes place with customers and media, public and government affairs, corporate social responsibility, sponsorship, brand, events, and more. ([Location 3211](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3211)) - only 24 percent of the Inc. 500 companies have a social media policy.1 ([Location 3284](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3284)) - protect the employer from any potential damage done by an improper action taken by any employees on the company’s, or their own, social media accounts. ([Location 3327](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3327)) - Employers should update antiharassment and discrimination policies to reflect that an employee’s online activities can rise to the level of prohibited harassment/discrimination. ([Location 3360](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3360)) - Handling a social media crisis is very much like handling a public relations crisis and a customer service crisis combined—except that it’s going to run a thousand times faster. ([Location 3489](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3489)) - The D includes actual activities you do on various social media channels considered important for your strategy. ([Location 3619](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3619)) - your actions must be aligned with all elements of your social media strategy, including content, frequency, engagement, influencer and brand outreach, and campaigns. ([Location 3620](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3620)) - With a calendar, you can create a weekly or monthly publishing schedule that factors in on which channels you want to post, what types of content you’ll want to share, and at what frequency you plan to publish. ([Location 3641](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3641)) - use one color for sharing your blog posts, one color for each one of your content bucket’s curated content, another for occasional cross-promoting of social profiles, yet another for monthly campaigns, and so on. ([Location 3649](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3649)) - use of a social media content calendar will prove to be a stress-free way to make sure you always have enough content across the various social media to post and that what is scheduled is in line with your social media strategy. ([Location 3657](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3657)) - You need to create enough content on a regular basis that you can fulfill the requirements in your strategy-aligned social media content calendar. ([Location 3681](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3681)) - By looking for curation fodder early in the day, you’ll find a wealth of content to share over the course of that day. ([Location 3693](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3693)) - Engaging has two parts: proactive engagement and reactive engagement. ([Location 3701](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3701)) - regular review on a weekly, monthly, or quarterly basis. ([Location 3748](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3748)) - All of your social properties should be represented with an icon on every page so that social media users who visit your website will see your affiliations and potentially “soft convert” by joining one of your social communities, even if they don’t invoke any action on your website. ([Location 3863](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3863)) - Each blog post should have social share buttons. ([Location 3874](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3874)) - Announcement of new social media campaigns or events ([Location 3881](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3881)) - Content shared in social media, both popular blog posts as well as noted third-party content ([Location 3881](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3881)) - Interesting discussions happening in social media channels ([Location 3883](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3883)) - Links to your social media accounts ([Location 3885](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3885)) - Presales product education ([Location 3933](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3933)) - Needs-based content ([Location 3934](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3934)) - Delivering offers to buy ([Location 3934](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3934)) - Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation. ([Location 3942](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=3942)) - First, companies usually ask why they need to use social media. ([Location 4024](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4024)) - Companies then begin to think maybe they should consider using social media. ([Location 4030](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4030)) - Companies in the third stage already understand that adding a social layer to their business is part of their corporate infrastructure. ([Location 4034](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4034)) - have u asked what the ROI of outdoor media or print or TV or Radio is lately ([Location 4044](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4044)) - Platforms such as Sprout Social and HootSuite, as well as special analytics applications such as Crowdbooster, SocialBro, Twitter Counter, and TweetReach, provide an array of metrics that may or may not be useful, and you can easily be bombarded by an overload of social media metrics that may be totally irrelevant to what you want to achieve with your social media strategy. ([Location 4057](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4057)) - Cost per impression Value of a website visitor Cost of a website visitor Lifetime value of a customer (CLV) Cost of acquisition of a new customer Cost to retain a new customer ([Location 4062](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4062)) - Primary metrics, which directly affect your strategic goals and tie your social media efforts and business objectives together ([Location 4068](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4068)) - Secondary metrics, which indirectly affect your strategic goals and look only at the effectiveness of your social media strategy ([Location 4069](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4069)) - Comparative metrics, which show how well you compare to your competition and help in establishing baselines ([Location 4070](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4070)) - Primary metrics look directly at how social media affected your reaching (or failing to reach) the objectives in your social media strategy. ([Location 4075](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4075)) - Secondary metrics show only the effectiveness of your social media program and don’t necessarily tie into your social media objective. ([Location 4083](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4083)) - When comparing your company to an industry role model, these can provide baseline metrics for improvement, especially if your company is late in implementing a social program on a certain channel. ([Location 4095](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4095)) - Social share of voice Social reach Social mentions Engagement Social sentiment Influence ([Location 4097](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4097)) - Creating content Curating content Sharing Engaging Experimenting ([Location 4106](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4106)) - However, content creation and the amount of time spent curating, sharing, and proactively engaging will vary and can be adjusted regularly to aid your social strategy ROI. ([Location 4114](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4114)) - invest in greater social media resources and ramp up a phased approach you may have taken or (2) increase the frequency and/or content in which you are implementing social media. ([Location 4121](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4121)) - Are your activities aligned with your social strategy? ([Location 4131](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4131)) - Has your social strategy been implemented properly? ([Location 4134](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4134)) - Are you investing too many resources? ([Location 4137](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4137)) - Were the assumptions in your social media strategy correct? ([Location 4140](https://readwise.io/to_kindle?action=open&asin=B00EFB43OO&location=4140))