IDEA’S SOCIAL MEDIA GUIDE Tips to increase your company’s presence on social media. Twitter Gain traction Communication Media usage Hashtags Use media in every post either in Utilize @ to communicate wth Always try to add an engaging and Hashtags can be useful for live the form of a link, image, hashtag followers. This requires constant relevant photo to a tweet. events. Try to create a specic and (#), or user mentions (@). This will monitoring of twitter to reply unique hashtag for any big event or help attract your customers’ quickly. It’s important to be part If you add a link, use a website like promotion so all interaction and attention and result in greater of the conversation and directly Bitly to shorten the URL, and be sure communicaiton can be tracked with this word/phrase. engagement. engage with your customers! to track the number of clicks to measure its impact. TIP: If you start a tweet to mention someone, it will go directly to them. If you want the tweet to be public, put a period before the mention (.@IDEA). Followers Customers Customers Identify customers and Gain followers by tweeting important inuencers to follow relevant information that and monitor. Align your encourages follower company with similar engagement. Use rewards to companies by following them, increase retweets to raise retweeting relevant tweets, and brand awareness and interest. mentioning them in your tweets. Listen and target followers with specic industry language. Promoting on Twitter Accounts Promoted By promoting your account, your account gains more visibility which could lead to an Use twitter’s analytics tool to see what is increase in followers. worth investing in repeatedly. Important to have a Call to Action when choosing to promote content in order for you to track TIP: When promoting an account, you are your ROI. charged on a cost-per-follow basis. This means you only pay when people follow your account. TIP: Use analytics to see what is worth investing in repeatedly. Tweets Tweets can be promoted to target a wider $ Trends audience or specically tailored audiences. Promoting a trend can help encourage You have the ability to target by kewords, conversation about products or events gender, location, language, device, etc. and maximize awareness to increase purchase consideration. Trends appear at TIP: Whenever someone follows, replies, or the top of the trend list for 24 hours. clicks on the promoted tweet, you are charged. You may set a budget and the tweet will stop being promoted once it has been met. You can also bid on the maximum price you want to spend per follow/click. Facebook Company connections Emotional connection Align your company with similar It’s important to explain the companies by liking their page, company’s story/journey as well as sharing their relevant posts, and the brand message. This will help tagging them in your own posts. you emotionally connect with followers. The “about” section of This will also help to create your page is a great place to start awareness of your company and sharing that message, as well as encourage engagement in posts. continually reminding followers of your mission through posts. Facebook best practices Page likes Comments Quality > Quantity Measurement & metrics When a page is "liked", encour- When you create a post, it’s Posting too frequently may cause Being able to measure your age users to also "subscribe" to important that your customers fans to unfollow your page. Only impact on Facebook is highly your page. This is how posts engage with it through liking, post information relevant to your critical in determining your show up on personalized news commenting, or sharing the post. customer and company. company’s next goals on social feeds. media. It’s important to keep Shares and comments are more It’s important to analyze which track of your monthly metrics TIP: An easy way to generate valuable than likes because the types of content are working and such as engagement rate. which are not with your target "likes" is to have fan-only greater number of the comments audience. Utilize the “insights” tab rewards. Depending on the and shares, the greater the chance at the top of your company’s page product, you can offer a small it will show up on users’ newsfeeds. for gathering data. give-away or discount for people who "like" your page and "share" One way to generate comments is your posts. to create posts that encourage a written response that do not cause controversial discussion and do not involve a lengthy answer from users. Paying for content Facebook Ads help you to connect with your With Facebook, there are multiple ways to promote target audience. You can create an ad from the your company, whether it be through creating a “promote” tab of your page or use the “ad create” call to action, boosting a post, or promoting your tool. page. With Facebook you have the ability to narrow your The process for creating an ad is quite simple: target to a specic audience. Be sure to create an 1. Select the kind of results you wish to have ad that is eye catching for your target audience to from the ad (this will help determine which increase the chance they will engage with it. type works best for your goal). While Facebook might not be the most 2. Set your budget and lifetime for running important tool, because it is mostly utilized your ad. You can choose to pay two ways: for personal use or B2C companies, it is Cost per Impression or Cost per Click. Cost extremely important to have a basic per impression: cost per thousand presence on Facebook due to its popularity. impressions/displays. Cost per click: only pay when a user click the ad. TIP: Use Page Insights to analyze what is working 3. Once the budget is met, the ad will stop and what is not. For more information on showing. Facebook Ads, visit: www.facebook.com/business/products/ads LinkedIn LinkedIn allows for your company to network with others in the industry and create/join groups that allow industry discussion. You can also join groups that your target customer might engage with to understand their side of the business. It’s highly important for B2B companies to have a presence on LinkedIn to make it easy for potential customers to view your company prole and read about current news. With this professional presence you are able to strengthen your relationship with your target customers. Company Marketing Engage Complete a comprehensive company Marketing on LinkedIn can help to Important members of the company can prole that showcases your products, quickly spread content to generate connect with specic and targeted services, and job opportunities. LinkedIn interest and encourage signups to individuals or companies to create is a platform that not only allows you to newsletters and events. relationships for potential sponsorships promote your company, but also recruit or other marketing opportunities at talent along with gathering a following events. for your brand. Paying for content LinkedIn advertising Ad elements LinkedIn Ads allow you to create sponsored Ads consist of the following elements: updates as well as text ads. With each of - headline these you have the ability to tailor it to a - short description specic audience, and then set a budget - your company name either through pay per click or impression. - image - URL Note: There is an initial $5 activation fee, but then no minimum that must be spent. Advertising The ads you create will direct users to your company’s page. Fore more information on creating effective Sponsored updates LinkedIn Ads visit: With sponsored updates, you can attract new http://partner.linkedin.com/ads/info/Ads_bestpractices_en_US.html followers to your company and boost content. Ad placement The ad will be shown on the targeted Text ads customer’s prole page, home page, inbox, With text ads you can add a headline, search results page, and groups. Ads can be description, and small image. B2B targeted by job title, position, experience, age, companies can benet from this type of industry, company size, group, etc. advertising because you can choose your target audience using specic B2B lters. Blogs Organization Don't clutter your blog page. Formality Add social media buttons, but Use sophisticated industry remove poor performing ones language that followers and so load-speed is not competitors can relate to. Make compromised. your blog professional and as a platform for industry discussion. Content Dedicate blog content to your industry. Know what is going on and then relate it to your product/service OR to your Formality customer. Use blogging as a Use relateable language that way to teach your customers, your target customers both current and prospective, understand. Use the blog as a about the industry and your tool to teach your current and offerings. prospective customers about your industry and what you have to offer, but in a way any level of customer can understand. Make Length sure it is also engaging and Blog posts don't always have encourages repeat visits to the to be lengthly. Short posts page. can be valuable and use industry keywords to drive trafc to the post. Instagram Purpose It’s important for you to understand that having an instagram is not always necessary, it depends on the company. It is a highly effective tool if visual representation is key to attracting or maintaining customers. The use of Instagram is highly rewarding for B2C customers and depending upon your B2B market it may be benecial. Call to action Engage Features Rewards Increase followers by incluing Encourage customers to send Feature your events.