Did you miss our Sophisticated Social Media Marketing Webinar?
Don't despair! We recorded our recent webinar for your viewing pleasure. Whether you are watching it for the first time or as a refresher Lorrie Thomas, AKA The Web Marketing Therapist, shows you how to move beyond the basics to fully take advantage of the power social media marketing can have on driving your business.
You can view and download the webinar slides here.
We had an overwhelming number of questions after the webinar in which Lorrie Thomas was kind enough to take the time to answer. We have included these below as an added bonus!
1. My business targets a variety of audiences, should we only have one Twitter, Facebook, and Blog for our business, or one for each of our audiences?
The answer is “it depends” but bear with me, I’ll explain. The answer depends on how important it is to serve your target market with various accounts (the ideal situation) AND also management (the reality). Do you have the bandwidth to manage multiple accounts? Maybe it is best to have one company blog then different categories for different audiences? Strategy first, execution second.
2. I’m just getting started in social media, how do I find companies in my industry who excel in social media so I can use them as an example to follow?
Google! Seriously, go to Google and search “social media case studies ___ industry” or something similar to see what is out there. Also, go to company websites in your industry that you admire and see if they are on LinkedIn, have a blog, Twitter and observe. I also love the case studies in this Social Media Checklist http://www.slideshare.net/jwtintelligence/social-media-checklist-june-2010
3. I heard today that Facebook has not been particularly effective for small business. Can you comment?
I don’t know who told you that, but a blanket statement like that is an unhealthy approach. I serve small businesses and have personally seen (and executed) great things on Facebook for small business. Social media is an extension of your brand. It builds awareness, distributes information, creates connections, serves customers and supports sales – IF it is used in a way that adds value to your target market (not used to overtly sell) Social media tools do not = effectiveness. HOW the tools are used strategically is what = success. Check out www.tinyurl.com/onlinemarketingbook for chapters of ideas on how to put the power of social media to work.
4. What is the best way to get the owners of the company (very small co, 2 owners and me p/t) to create the content needed for the FB page, blog etc. The business is specialized and I don't have the knowledge to create the content.
Easy answer – INTERVIEW them. You cannot force busy executives to add social media to their responsibility list but you CAN pull the answers out of their expert brains and make them into blog posts, Tweets and FB posts. If you give them content to edit, that is faster than them starting with a blank screen.
5. What is bit.ly URL?
Visit www.bit.ly - it takes long urls and shortens them!
6. Are you saying that we should put the same content on all social media? It seems to me messaging should be different based on who you're targeting with each social media site.
I am not saying put identical content on all social media BUT you can repurpose content like a blog post, quote, article you want to share and have the same component on all channels (since your audience is not getting your emails, Facebook and Tweets at the same time!) so it is in multiple places. The same message idea can be in multiple places but you change the way it is said on the different channels.
7. You said Social Media is more than Twitter, Facebook and YouTube, what else should we be doing?
This answer could be whole webinar, but I will expand a bit here. Social media includes article marketing (posting content on sites like Squidoo.com and Google Knol), social media press releases (Check out Pitchengine.com) and managing blogs. Content can be photos (Flickr) and more. Check out my book www.tinyurl.com/onlinemarketingbook - I expand on these points and it all can work to support your business!
8. Do you suggest brands having both a web site and Facebook page or is it enough to have only a Facebook page.
A website is critical no matter how large or small an organization is. It is the nucleus of all of your web marketing. You cannot NOT have a website, even with sophisticated social media marketing!
9. I am a construction firm and I am one of those that have trouble spending the time and seeing how all this fits but would you suggest I hire someone to do all this? Because I am busy working on projects!
The Marketing Therapist® hears you!! Social media should not be a full time job for you. In your business, you have competition and people WILL Google your name and your company name so I suggest that you START with a LinkedIn personal and company profile so people see that your credentials. Google picks up LinkedIn results so this would be good for your brand. You can also continue to do what you do best and pay others to do the rest. Do you have an admin who can help? Do what you can but start with a solid foundation that you can manage and build as time, know-how and money come (the same way you build buildings!)
10. Where can I go to learn more about Facebook controls as far as - how do we screen who joins our organization's page and what they post?
On Facebook. They have great Q/A. To have the most controls on who joins a page, you may want to consider a Facebook group vs a page…Google Facebook page vs group to learn more.
11. IF there was only one area where you could focus your time where would you place your focus? Blog, FB, or Twitter?
Start with a blog – this is your social media nucleus, then branch out.
12. We are a school district using Facebook and experimenting with Twitter. How can we increase our Facebook fans? Right now we are posting articles and linking to new info on our website.
In your case, you need to integrate mentioning FB and Twitter at PTA meetings, in flyers and on your website and not just say “Follow us on Twitter” (people will ask, WHY?) but say “We invite you to follow us on Facebook and Twitter to get _______” Then clarify the value people will get (info, advance notice of events, etc) to help boost fans. Weave social media into ways people already know how to engage with you (email signatures, etc.)
13. Any advice for government agencies serving the public? What we provide is free and is useful, but we have limited advertising dollars, etc.
If you have limited dollars, social media is low cost and no cost. You need a strategy before you execute so get educated (check out my book) then use social media to serve people, educate people on what you are doing and use it as a way to share info.
14. I would like to use social media to help w/ student recruitment at university level. Do you have any ideas that might be helpful or can suggest universities that are doing this well?
#1 get out there!! #2 Look at blogging, LinkedIn, Facebook and Twitter use by other universities to see how they do it then learn, test and get out there! I develop a lot of social media strategy for universities, feel free to reach out to me for more details.
15. We have just started our social media program. What are best practices to get more people to join your social media networks?
Offer VALUE on your social media channels to boost followers and integrate social media into all forms of marketing (flyers, websites, email signatures, messages and more!)
16. I was wondering how to enhance a Facebook profile using static-html? Do you have any tutorials you would recommend?
Inc Magazine just had some sites they recommended – go to their site and I suggest getting my Facebook eBook tutorials on www.webmarketingtherapy.com/shop (they are free)
17. How many times should you post on Facebook & Twitter per day / week?
When you have something valuable to say. I expand on the webinar recording too – listen there for the answer.
18. How do I "pimp" my Facebook page?
Facebook eBook tutorials on www.webmarketingtherapy.com/shop (they are free) and check out other FB pages you like then adapt those best practices to your page. You need a robust info page and a nice photo – start with the basics and grow.
19. I love the designs of the social sites you showed. Do they offer tools for us to do this?
Inc magazine just showed some sites you can use and my agency does a lot of this design in house so our answer is “we do it!”
20. I am struggling to get people to our FB page – any suggestions?
Offer VALUE on your social media channels to boost followers and integrate social media into all forms of marketing (flyers, websites, email signatures, messages and more!)
21. Why do you share all of the specific places to contact you versus one single place?
To give my audience (You!) Choices on what you prefer
22. If you are just starting out, which format is the best one to start with...Facebook, Twitter?
They are both equally easy – decide by getting my Twitter Tutorial and Facebook tutorials on www.webmarketingtherapy.com/shop (they are free).
23. I’m Interested to start a blog for my small professional organization. Suggestions?
Get my book www.tinyurl.com/onlinemarketingbook it has a chapter on blogging steps and see my blog eBook and tutorial on www.webmarketingtherapy.com/shop (they are free).
24. What is the best method to promote a business that is a gov't agency? How can I go about getting the public's attention? Thanks.
Integrate this into your other marketing communications and offer value, that is how you get followers.
25. Can you explain the "Metric" section in your graph?
It’s all about measuring success. Re-watch this part of the webinar and then ask me specific q’s on this blog post so I can answer you better.
26. For a small non-profit organization, which social media source would you suggest we start with?
A blog. Get my book www.tinyurl.com/onlinemarketingbook it has a chapter on blogging steps for success and see my blog eBook and tutorial on www.webmarketingtherapy.com/shop (they are free).
27. When somebody asks something in my business page, who should answer? A person or the company voice?
It depends on your strategy but no matter what someone should answer on behalf of your company. Most time, an answer from the company is best, sometimes companies have social media managers who have distinct profiles who chime in to seem more authentic, but the answer is really up to you to decide. Just stay on top of Q/A!
28. Would you make any changes to your presentation if you were part of a not-for-profit company?
NO. I work in both sectors and the rules of social media marketing apply to both for-profit and non-profit. I wrote my book to be the same way – to teach the art of relationship marketing – that works no matter what size, industry, sector or budget you have.
29. What is the most effective way to use social media to promote special events?
In an integrated way. Tell them on Facebook, Twitter, blog and website so you help get the message out on the channels your audience chooses to hear from you on. My new FAVE event tool is http://fyifly.com/free-event-calendar I also like www.eventbrite.com to help manage events/RSVPs, etc. Online PR works great for events too.
30. It's OK to set auto-publishing from Facebook and to my Twitter account?
It is if that is your strategy. I love syncing blogs to Facebook, LinkedIn and Twitter, you link and sync based on what works best for you!
31. I have a website - sounds like I need to have a separate blog link, yes?
If you want a blog then yes. You can embed this into your website with wordpress or use a separate blog technology – there are lots of options to explore.
32. What type of questions should you ask yourself when creating content for your blog?
Check out my book www.tinyurl.com/onlinemarketingbook - I expand on these points and I have a free eBook called “to blog or not to blog” on www.webmarketingtherapy.com/shop that you can read too.
33. How do you define those that you may hire to help as someone who REALLY can?
Ask for examples of their work – don’t go off word alone! Review their live examples!
34. I noticed on many linked in business pages, employees are listed. Should we have our employees listed on social media?
If that is part of your strategy, yes. Many organizations encourage their employees to get on LinkedIn (especially ones in sales and marketing) if they are comfortable having them be a voice for the organization.
35. What are some techniques for bringing initial traffic to your blog?
Link and sync your blog to Facebook, Twitter and LinkedIn to get insta visibility and there are lots of ways to gain visibility. Search Engine Optimization is the main thing. Check out my book www.tinyurl.com/onlinemarketingbook and my free eBook called “to blog or not to blog” on www.webmarketingtherapy.com/shop that expands on this.
36. What about crisis solutions? When somebody places a bad comment in my FB wall, should I answer? How? Should I delete the comment, even is not aggressive (just a complaint)?
If it is a legit complaint, then leave it up and address it like a pro – often humanizing your brand can be very powerful. If it is plain spam, delete it. Also, set guidelines like WholeFoods did on their Facebook page!
37. Our Facebook page and Twitter Page were created by two different people and therefore have alternate names for our organization. (WVBGC and BGCWV) Should we delete one of the existing pages in order to market ONE name, although we have a following?
You tell me, are both names important to build or does it make more sense to combine them for brand synergy and management? The answer lies in your social media strategy.
38. Facebook doesn't like separate pages for "Business" verses Personal ones can you help?
I don’t fully understand your question. Are you trying to make a personal FB page one for the business? The do not like that….Personal pages are personal (people) Business pages are business, Facebook offers both.
39. Are there any companies in the health care space who excel in their use of social media?
Of course – search online for sites in your industry and do searches for social media case studies in the health care space.
40. I am interested in getting into the social media marketing industry; do you have any suggestions for how to start out?
Get my book and get experience however you can. Help friends for free, volunteer, take classes, read blogs, take webinars like this, and tap all the free tools on my site (ebooks and tutorials) www.webmarketingtherapy.com/shop
41. In the UK Twitter gets a lot of bad press due to fascination with 'Celebrities', can this have a negative effect on businesses using Twitter?
Not really a concern IF you use social media in a way that serves and supports!
42. If you cannot afford a webmaster, is it better not to post a website for your business or use a template?
A website is better than no website. Try a blog as a website template or something like weebly that makes it easy to manage.
43. Is it worth it to attend conferences like Online Marketing Summit?
If you have the budget AND can network, it can be worth for sure. Creative retreats can really get you away from the office to help you think.
44. Can I contact you personally for advice and do you do consultations?
Of course – www.webmarketingtherapy.com. Advice and support is what I do!
45. Want to do a survey that targets a particular age group and are not sure what questions to ask. Can I speak to someone live instead of Memorex for this kind of information? Thank you so much!
46. I wanted to know why you need to have so many access points - I have a website, and now I'm starting a blog, but twitter, FB...how do you keep up and manage if you're only one person?
I have many access points because I know my market has various preferences to engage with me. Some like the blog, some prefer Facebook, some Twitter, many LinkedIn. I consider it customer service. I propose you only get into what you can manage – start small then snowball!
We would love to hear your feedback on our webinar. Please leave a comment below or you can also reach out to us on Twitter and Facebook.
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