social media 101: an introduction
TRANSCRIPT
Social Media 101
Ashley Northington
DENOR 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.
A S H L E Y N O RT H I N G TO N . C O M
Let’s break the ice!
Step 1. Introduce yourself to two people
you don’t already know.
Step 2. Take a picture with that person.
Step 3. Post that picture on Facebook.
Step 4. Include the hashtag,
#NBICSocialMedia101 in the picture
caption.
We’re here to learn how to
in a way that allows you to
WHY ARE WE HERE?
LEVERAGE SOCIAL MEDIA
grow your business.
CLASS ONE
CLASS TWO
CLASS THREE
CLASS FOUR
CLASS FIVE
Introduction to Social Media 101. We will
discuss how to leverage the platform and
select the best platforms for your business.
We will dive into LinkedIn. I’ll share my tips
and tricks to make you a LinkedIn All Star.
We will delve into Facebook. I’ll share my proven strategies
to leverage Facebook – both your personal account and
your business page.
We will discuss my FAVORITE platform:
Twitter! I’ll show you how to use Twitter in
a way that helps you become a leader in
your industry.
We will work together to create your social media marketing
plan. We will select themes and build on those themes to
ensure you have a solid online presence.
CLASS RUNDOWN
IT’S ACTION TIME!
Join my group! This is how you will be able to
access these slides later.
A S H L E Y N O RT H I N G TO N . C O M
https://www.facebook.com/groups/LiveYourBrand/
To join the group: In the search bar, type in the words:
#LiveYourBrand. The group name should appear in the
dropdown menu. Select #LiveYourBrand. You will be
prompted with directions on how to request to join the
group. I will approve your membership.
FINDING & USING CONTENT KEYWORDS
One way to leverage social media is
to use keywords to identify important
conversations, key people, ideal
clients and meaningful groups.
Write down three or four keywords that are related
to your industry or profession.
A S H L E Y N O RT H I N G TO N . C O M
IT’S ACTION TIME!
HOME STUDYUse those keywords to find
groups, conversations and people in your ideal audience.
Leveraging KeyWords
Use hashtags.
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.
Leveraging KeyWords
How to use 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.
Let’s post a comment about our class using a hashtag
relevant to your industry and the hashtag
#NBICSocialMedia101 on Facebook.
A S H L E Y N O RT H I N G TO N . C O M
IT’S ACTION TIME!
HOME STUDYFind hashtags that are relevant to
your industry using hastags.org or
whatthetrend.com or twubs.com.
IT’S ALL ABOUT
The key to leveraging any social platform is to create engaging
content that connects with your ideal audience in a meaningful way.
content
Great Social Media content
A PICTURE IS WORTH
A THOUSAND WORDSSAY IT WITH A SMILE KEEP IT SHORT
Wall posts with photos
get a 39% higher
interaction rate
Posts with emoticons
get 52% higher
interaction rates.
Posts with 80 characters or less
get 23% higher
interaction rates
ASK YOUR AUDIENCE
A QUESTIONCAPTION IT
Posts that specifically ask
for shares receive
7X more shares.
Posts that contain questions
generate a 92%
higher comment rate.
Posts with a
“Caption this….” strategy
generate a 5.5X
higher comment rate.
ASK FOR WHAT YOU WANTl ? `
KA
DAILY CONTENT
WEEKLY CONTENT
MONTHLY CONTENT
QUATERLY CONTENT
YEARLY CONTENT
Examples: Post a status update, share a
news article or blog, pose a question on
Facebook, post a photo quote
Examples: a blog post, a how-to article, a
series of blog posts, a video
Examples: Profiles, video interviews, online case studies,
archive your presentations to SlideShare or Scribd and
share the link, e-newsletter, podcast, customer success
story, online magazine
Examples: a webinar, an ebook, a white
paper or special report giveaway
Examples: a conference, live or virtual event (record the
sessions to repurpose as blog posts or videos later), annual
white paper/ebook, annual report, annual “guide to xyz”
CREATE YOUR OWN
Let’s use one of these content engagement
strategies to post on the platform of your choice. Be
sure to include #NBICSocialMedia101 so that we
can find your post!
A S H L E Y N O RT H I N G TO N . C O M
IT’S ACTION TIME!
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 strong keywords in your description of each pin. Connecting and re-pinning info from
popular boards. Cater content to reach women.
About YouTube
What is it?
Youtube is a video sharing social network.
Why is it helpful?
Nearly 80% of YouTube users are male. 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?
Use 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. Leverage other
platforms to drive traffic to YouTube.
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.
Creating 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 too
burdensome for you to manage.
Questions to consider
Question no. 1 Question no. 2 Question no. 3
Is my target audience using
this platform?
Are people engaging with me
on this platform?
Is it relatively easy for me to be
consistent on this platform?
Question no. 5 Question no. 6
Am I engaging others and
being consistent?
Can I create opportunities to
highlight my products or
services?
Why, exactly, am I using this
network?
Question no. 4 ?
? ?
Using the information we’ve learned today
about each network, let’s decide on which
ones you plan to use for your business.
A S H L E Y N O RT H I N G TO N . C O M
IT’S ACTION TIME!
Talk to meLet me know which social networks you
are going to use. Tell me why you feel
these platforms will work for your
business.
Here’s Your Chance…
Ask Me Anything.
Do You Have Any Questions?
Ashley NorthingtonDENOR Brands & Public Relations
700 Craighead Street, Suite 107
Nashville, Tennessee 37204
Office: 1.855.809.6697
Email: [email protected]
Twitter & Facebook: @ashnorthington | @DENORPR
ashleynorthington.com | denorbrands.com