500 Social Media Marketing Tips:Essential Advice, Hints and Strategyfor Business: Facebook, Twitter,Pinterest, Google , YouTube,Instagram, LinkedIn, and More!
December 2015 EditionCopyright 2012 - 2015 by Andrew MacarthyCover and internal design Andrew MacarthyAll rights reserved. No part of this book may be reproduced in any form or byany electronic or mechanical means including information storage and retrievalsystems – except in the case of brief quotations in articles or reviews – withoutthe permission in writing from its publisher, Andrew Macarthy.All brand names and product names used in this book are trademarks, registeredtrademarks, or trade names of their respective holders. I am not associated withany product or vendor in this book.Website: http://www.andrewmacarthy.comFacebook: http://www.facebook.com/500socialmediatipsTwitter: http://www.twitter.com/andrewmacarthyPinterest: http://www.pinterest.com/andrewmacarthyLinkedIn: http://www.linkedin.com/in/andrewmacarthyThis book was created using the Easy Kindle E-Book template available atwww.ebooktemplatedownload.com. Download yours today!
Table of Contents500 Social Media Marketing Tips: Essential Advice, Hints and Strategy forBusiness: Facebook, Twitter, Pinterest, Google , YouTube, Instagram,LinkedIn, and More!Table of ContentsWhy Your Business Needs Social Media Marketing!Before You Begin: Key Considerations For All Social Media MarketingExplained: The Best Types of Content to Post on Social MediaFacebook Tips: Marketing Strategy You'll Like and ShareTwitter Tips: Tweet Your Way to the TopGoogle Tips: Plus One Your Marketing StrategyPinterest Tips: Pin Your Way to Marketing PerfectionLinkedIn Tips: Network Like ClockworkYouTube Tips: Video Made the Marketing StarInstagram Tips: Snap-happy Marketing StrategyVine Tips: Marvelous Marketing With Micro-VideoSnapchat Tips: Self-Destructing Social Media MarketingBlogging Tips: Captivate With the Written WordGeneral Strategy for Super Social Media MarketingFree and Premium Social Media Video Tutorials: 250 Videos and 8 Hours ofContentFREE E-book Updates FOREVERDownload My Essential Social Media Marketing Premium Content BundleI Need You: Help Make This Book Even Better!Hire Me: Social Media Design, Analysis and ManagementAbout the AuthorOne Last Thing.
Why Your Business Needs SocialMedia Marketing!Over the last decade, social media marketing has become an indispensable toolin the arsenal of brands and businesses of all kinds, with opportunities to buildrelationships, engage with customers, and increase sales like never before - andthe stats back it up. A January 2014 survey by PewInternet revealed that 74% ofadults in North America used social networking sites, including 82% of 30-49year-olds and 89% of 18-29 year-olds. In addition, research from social mediaanalysts Digitas predicts that the growth of social commerce could make it abusiness worth 30 billion before the end of 2017. And in a Social MediaExaminer poll conducted in 2015, 91% of respondents said that social mediamarketing – worked on for at least 6 hours per week - increased exposure fortheir business. If you're not using social media at all, or your current strategyisn't working for you as well as you hoped, now is the time to make a change.You are about to learn over 500 expert hints and tips to effectively market yourbusiness across all of the most popular social media platforms includingFacebook, Twitter, YouTube, Google , and Pinterest. Each chapter is groupedbroadly into several sections including profile optimization, content strategy, andadvice on paid advertising.Success in social media marketing results from building strong and long-lastingrelationships with customers and professional contacts, and sharing the type ofcontent and expertise that they will want to share onwards to their friends,family, and colleagues. This approach will help to attract and keep loyalcustomers and connections, and encourage brand ambassadors to sell yourbusiness for you – a complete reverse from the traditional marketing model!While this approach is a world away from the way traditional marketing works,this open, two-way communication is now what billions of consumers aroundthe world expect from the businesses and brands to whom they invest time andmoney. Direct selling does have a place, but as you’ll learn, it isn’t the “frontand center” where social media marketing is concerned.
I hope you find the following advice helpful, whether you're a complete socialmedia novice or a savvy individual looking for some extra expert tips to driveyour business onto bigger and better things.Do let me know how you get on by getting in touch via my social channels!Andrew.
Before You Begin: KeyConsiderations For All Social MediaMarketingPeer pressure, success stories in the media and general hype tell today’s businessowners that having a presence on social media is essential. That’s not to say abusiness couldn’t do well without utilizing social networking, but they’dcertainly be missing out on a myriad of opportunities to build and grow.However, one of the biggest mistakes that a brand can make is to leap into socialmedia marketing with no real clue of what they are going to do with it; only thevague hope it will somehow make their fortune. While there is a possibility thatyou get really lucky, in most cases this kind of unplanned approach will lead tounrealistic goal-setting, poor results, a huge waste of time, and ultimately adefeatist attitude that puts you off the idea of social media marketing completely.To ensure that this doesn’t happen to you – and to give you the best chance ofsuccess - I urge you to digest the key considerations for social media marketingdetailed below. By the end of this chapter, you will have a firm understanding ofwhat kind of approach works for business on social media, and how to take yourefforts in a well-planned, logical direction.Decide which social networks will work best for youUnless you're a big company with the resources to plow full speed ahead intoevery potentially viable social platform, chances are you're better to focus on oneor two “core” social networks first. It's better to excel on a couple of socialnetworks than be mediocre on five or six, and while social media is (mostly)free, your time is valuable. Indeed, depending on the type of business you run,not every social media site is going to suit your marketing, your audience, orwhat you are trying to achieve. To help you decide where to begin, identifywhich social networks your target audience already "hangs out" or use customerpersonas and research of social network demographics to judge where you willbest be received. Joining Facebook and Twitter is often a given for brandssimply due to their sheer size and influence, but more "niche" communities withtheir own unique attributes - still with hundreds of millions of users, mind you like Pinterest, Instagram, or LinkedIn, might be where you find can make an
impact more successfully. You'll learn all about what each particular socialnetwork brings to the table as they are introduced in the chapters to come, but tostart off, experiment with a couple of social networks where you can invest somesignificant time, track your progress, and then either build on your achievementswith them, or steadily begin to experiment with other platforms on which youmight have additional (or better) success.Define and assess your goalsBefore you start posting content to social media, it is useful to define the guidingthemes and overall goals of your strategy, as these will help you shape the wayyou approach what may well become the linchpin in your marketing machine.I'm a fan of the SMART technique for creating actionable social media goals.Here's a breakdown, hopefully they'll help you too:Specific: Be specific in what you want to achieve. Do you want to raiseawareness of your brand? Increase sales? Improve customer service? Strengthenloyalty?Measurable: How will you know that your goal has been achieved? Whatanalytics tools will you use to track your progress?Achievable: Is your goal realistic? When you are just starting off, don’t aim toohigh at the risk of being deflated if you don’t hit your projected goal; gettingreally adept at all this stuff (particularly if you are approaching social mediamarketing seriously for the first time) takes a while.Relevant: Is your goal aligned with your company's mission, vision and values?Time Specific: When do you want to have achieved the goal by? To add a focusto your marketing, stick to one overarching goal at a time, e.g. "I want toincrease traffic to our website by 15% in the next 3 months".For example, if you’re a shoe store owner and you normally sell 20 pairs ofshoes a day, why not aim to use social media to help you sell 25 per day? After agood amount of time (at least a few months), evaluate where you are by usinganalytics tools, social insights (likes, followers, comments), and other metrics tohelp you track and measure your activity - you'll find lots more information onthese shortly.Perform an audit to help shape your content strategyCarrying out an audit is one of the best ways to get an idea of the kind of social
media content strategy that will resonate with your audience, and a great way todecide upon what you want to post to your audience. Take time to identify youraudience's needs, desires, and interests on social media - ask yourself whatproblems you can help them overcome, what questions you can answer, whattype of content they prefer (e.g. text, photo, graphics, video), and when they aremost likely to be around to see it. Tools like SEM Rush and TrueSocial Metricsare two popular paid options if you want to dig right down into the details, butyou needn't spend a penny to get a good, general idea. especially if you useyour competition to help you out! First, identify your competitors (you'llprobably know them already, but a simple web search will tell you), then visittheir websites and social media profiles for a nose around. Make notes on howoften your rivals publish blogs and status updates on social media, and whichcontent seems to perform best for them based on the number of likes, comments,and shares. You can gain further insight by identifying how much of this contentappears to be original versus shared from other sources, and what the topics andtone of voice used are like. Use the information you gather to mirror successfultypes of content in your own social media strategy, but also to identify gaps andopportunities where you can do better.Note: See the Premium Content Bundle chapter of this book to download aready-made 24-question template to help your business plan and execute yoursocial media strategy, and perform a simple competitor analysis.Plan ahead with a social media content calendarOne of the stiffest tests facing brands on social media is to consistently publishhigh quality content for their fans. A company's social media presence thatappears abandoned is the digital equivalent of turning your lights off. Becauseyou're not updating online, people will assume that you're going out of business,even if the opposite is true. Since it's this consistency that can really help toboost levels of engagement (by enabling fans to anticipate your next post) andfoster a stronger relationship with your audience (who will keep coming back formore), one of the best ways to help get it right is by compiling a social mediacontent calendar. An editorial calendar will allow you to plan your activity forweeks - or even months - in advance. This foresight will allow you to buildseasonal themes into your updates, and prevent you from posting sub-par stuffjust because you need to publish something. As well as planning for the bigholidays like Thanksgiving and Christmas, you will also be able to map out astrategy for “mini holidays” like July 4th or Valentine’s Day, occasions where
fans are actively searching on social media for deals, discounts, advice, etc. Theability to scan a social content calendar regularly will also provide you with away to step back from day-to-day posting and reaffirm your wider strategy. Ofcourse, spontaneous posting to social media still has a place, but for thefoundations of your strategy, a content calendar is highly recommended. Onesimple way to plan a content strategy (that can be used to populate your calendarand prevent yourself from becoming overwhelmed) is to create a daily themeacross your social networks. For example: sharing a new blog post on Monday,asking a question on Tuesday, an infographic on Wednesday, a quote onThursday, etc.Note: Download my ready-to-use social media content calendar templates viathe Premium Content Bundle chapter of this book.Re-purpose content across social mediaIt is worth emphasizing that something that might be distributed as one piece ofcontent in the real world (a press release, say), can be marketed as four or fivecontent pieces for social media: blog about it, tweet, make a video, share onFacebook, turn it into an infographic for Pinterest, etc. This is a fantastic strategyfor making the most of your content creation, particularly if you are strapped fortime or low on resources.Drop old-style communication methods and get social – find and defineyour social voiceSuccessful social media strategy requires just that - a social strategy. Traditionalmarketing techniques like TV and newspaper advertising worked because thedirection of communication could only go in one way (from brand to consumer)with little chance for reply, but social media means that this is no longer thecase. Now that a two-way dialogue is firmly established and your brand is underthe spotlight 24/7, you must resist the urge to talk at people, and adapt your toneof voice and communication methods to connect with them on a human level speaking to them in a personable manner and listening with intent, rather thanjust hearing and doing nothing about it. This lesson applies the same whetheryou are a small business employing a handful of people, a multi-nationalcompany with thousands of staff, the owner of a "fun" business like a karaokebar, or something more "serious" like a finance company. Brands that definetheir social voice (and strive to maintain it in all of their social interactions) can
cut through the noise and deliver a clear message that, ultimately, will delivermore improved results. There are occasions where something like the old-schoolmethod of direct promotion is beneficial, but expect to spend the majority ofyour time being much more selfless, even going out of your way to makeindividual customers feel special as a way to generate a good feeling about yourproduct or service that travels way beyond that one person.Humanize your brand and be emotivePeople use social media to connect with other people, so lower your barriers andshow fans the real you, and the people behind your business' logo; betransparent, open, and authentic in all of your communication – authenticityoften means being a little bit more open about what your business mighttraditionally share with customers, but there’s a fine line – if you’re consistentlysharing posts about internal conflicts or your love life, that line has probablybeen crossed! establish your unique voice, show a sense of humor, use everydaylanguage, etc. And if being genuine endears customers to you, then they will bemore likely to want to engage with your content, share it on to others, andsupport you financially when the time comes to buy, by choosing you overanother brand who they have no connection with. Rather than trying tomanipulate fans into buying products or service, showcasing you and yourbrand's true values and personality will go a long way to setting you apart fromyour competitors.While all of this advice applies to your text interactions and tone of voice,human, emotional connections are similarly important in visual content. Studiesshow that images of humans (as compared to inanimate objects) - especiallythose smiling and making eye contact with the viewer - can help to driveconversion rates. Even if the product you are selling isn't tangible, e.g. data orfinancial services, you should still try to incorporate people and human facesinto at least some of your images, whether they be of you, your customers, orsimply people in stock images. On a related note – and a powerful pairing to textalone – are emoticons. A study by Amex Open found that using emoticons instatus updates increased comments by an average of 33%, while a separateinvestigation by Buddy Media discovered that posts with emoticons received onaverage 57% more likes, 33% more comments and 33% more shares. Perhapsmore significant is that many social sites – Twitter, Instagram, and Facebookincluded - all support the use of Emoji – fully -drawn, expressive emoticons and
ideograms that have fast become a universal language all of their own, can add awhole new layer of fun and expression to your status updates. In a 2015 report,Instagram found that nearly 50 percent of all captions and comments include atleast one Emoji.Don't over-promote: build relationships and provide valueThe vast majority of social media users do not visit Facebook, Twitter, Pinterest,et al. to be given the hard sell by companies; they use them to interact withfamily and friends, and to be entertained. If they do "like" or "follow" brands onsocial media, they often do so on a whim (think about the number you "like" or"follow"), and all but the most passionate fans won't care to see every single postyou publish (in fact, it is unreasonable to think that you can even make it happenwithout spending a lot of money). Therefore, it is your job to convince people toenjoy having your business as something that is a big part of their everydaylives, and continue to earn your place - don't see it as a right, see it as a privilege.You do this by building trusting and loyal relationships, by being friendly,sharing great content, helping people with customer service issues (with the oddpromotional post in between, of course. which if the rest of your strategy is upto scratch, your audience really shouldn't mind).Ultimately, with social media content in mind, change your mindset from "whatcan we sell you?" to "what can we do to help you?", because in terms ofchoosing to follow a brand on social media, your fans will sure be asking thequestion "what's in it for me?" With competition up and organic (non-paid) reach(the number of people who see your content) at an all-time low, it is crucial thatthe content you post touches people on a personal and emotional level. Some ofthe most powerful emotional triggers are humor, awe, anger, and evennarcissism (stuff that, by sharing, makes the individual look good in front ontheir peers on social media).Once you get into your stride, one useful exercise to help you keep on track is asfollows: from time to time, stop and take a look at your last 10 social mediaposts and ask yourself this question: “What value am I providing and whatpurpose am I serving?” If you cannot clearly define the answer to this question,you should think carefully about amending your strategy to better reachaudiences who are now smarter and savvier than ever before; people who easilylook past weak content or an over-sale-sy message. Just like in the real world,
social media followers will resonate more with a brand that they can love andtrust, much more than one whose sole purpose seems to be to encourage them toopen their wallets at every opportunity. To reiterate the point I made above, youshould strive to become a seamless part of their expected social mediaexperience, not a jarring element that they want to skip past. All of this goodwork will build a positive image around your brand and slowly convert intosales.Consistently post high quality contentFirst and foremost, don't launch a presence on a social media channel, post for afew weeks, and then let its activity dry up! For most social networks, one, two orthree updates per day is a good target, but at a minimum, you should post at leasta couple of times a week so that your content continues to appear in the newsfeeds of your most engaged fans. To single out Facebook as an example of asocial network that a large majority of brands use, here's some wider perspectiveto explain why consistency is so important: When someone visits their FacebookNews Feed, there are an average of 1,500 possible posts – generated accordingto the site’s complicated algorithm - that they can be shown at any given time,from friends, Pages, groups, events, etc. Add the fact that around half of usersdon't check Facebook every day (and, of those that do, they only browse foraround 30-60 minutes in total), the chances of all of your posts being seen andengaged with in amongst all of that competition, falls considerably. In fact,without paid promotion (which we will look at later), Facebook makes it almostimpossible for all of your fans to see all of your posts, and brands must nowwork harder than ever to eek as much free, organic reach out of their Facebookactivity as possible. Facebook still offers businesses a ton of potential, but it isno longer as simple as it once was.In addition to the above, in order to make sure that as many people as possibleencounter the content you post (whether on the social network it was originallyposted or if shared elsewhere), it must be top quality, i.e. the kind ofentertaining, helpful, inspirational, valuable stuff that people will like, comment,click (if a link is included) and share. In fact, in August 2013 - in an attempt tofilter News Feeds to display only "high quality" content from brands - Facebooksurveyed thousands of users on what they deemed as "high quality" content,folded the responses into its machine learning system and integrated it all with amaster algorithm. This algorithm considers "over a thousand different factors,"
including the quality of a business Page's other content and the level ofcompletion of its profile when determining whether a post is "high quality"enough to be broadcast in the News Feed to its fullest potential. Most people andbusinesses have a handful of "go-to" sources, either in their favorites orsubconscious – websites and social profiles that they routinely share from (youprobably have your own, in fact). This selection promises them consistentlyvaluable content they can share with their friends and fans, and your aim shouldbe to become one of these trusted sources.The bottom line is that the more consistently engaged a customer is with yourposts on social media content - liking, commenting, sharing - the more likelythey are to continue to do so in future. And in the case of Facebook, positiveinteraction like this will ensure that your posts are to continue to appear in theirNews Feed for future engagement opportunities. To refer to Facebook one moretime, its News Feed Algorithm filters content into individuals' feeds according towhat it thinks is most relevant to them, so if a fan never sees posts from you(because you are inactive), ignores your posts for a prolonged period of timebecause they are not engaging enough (or, worse, has used the option to hidethem), they will disappear from that person's News Feed and you may find itdifficult to get them back in there without paying for the privilege.Note: With organic reach on Facebook and other social networks at an all-timelow, it might seem that the best solution to gain exposure for your content is topost incredibly frequently. However, in some ways this approach is actuallycounter-intuitive. Not even your most passionate fans will enjoy beingconstantly flooded by posts from you, and by decreasing the pressure of needingto produce a rapid stream of top quality content day in, day out, you leave moretime to make sure that what you do publish is as good as it can be - stuff that willgarner the most engagement from fans. In addition, if you substitute the timespent on "excess" content for supporting "core" content with a few advertisingdollars, you increase the number of unique fans who see these posts and - if theyengage with a like, comment, or share - they're more likely (in the case ofFacebook at least) to feed the next one organically in the News Feed.Which types of posts get the most engagement?One of the great debates amongst social media marketers is whether text, image,video, links, or other post types are the most effective in reaching fans and
encouraging them to interact. The truth is that nobody can tell you for certain social networks are forever tweaking their algorithms, forcing brands to playcatch-up - and at the end of the day, it very much depends on what yourindividual data reveals to you is working best. For example, back in 2012Facebook was telling businesses that posts that include a photo album, picture orvideo generate about 180%, 120% and 100% more engagement respectively thantext posts alone, but what use is that potential for engagement if you notice thatyour text posts at any given point in time happen to reach 5x the amount ofpeople than when you use images? And in January 2014, Facebook said thatlink-share posts (those that generate an automatic image thumbnail when a newsarticle or website address is shared within a status update) should be favoredbecause "when people see more text status updates on Facebook they write morestatus updates themselves." My advice is to resist the temptation to blindlyfollow trends, fads, or "no guarantee" tricks that promise to deliver high levels ofengagement! Instead, use them as a guide but always focus on providingawesome, valuable content first. Continue to test and tweak with a close eye onyour own stats, and keep adapting to push on with what is working best for you(not everybody else) at any given time.Don't get hung up on reach; focus on creating loyal, passionate fans andmeaningful relationshipsAs you now understand, fierce competition between individuals, brands and theway social networks' algorithms work, means that not all of your fans will seeyour posts in their news feeds when you publish them, and by their ownadmission, sites like Facebook admit that this situation is only going to gettougher as more and more brands enter the fray. Therefore, you need to thinkless about chasing "likes", follower numbers, and post reach - as these metrics(although having some influence and merit, especially if they are from andreaching a target, high quality audience) can often be arbitrary. Instead,concentrate more on producing great content that will grow you a loyalfollowing of people who love what you do (showing it via post likes, comments,sharing your content, and eventually through sales), therein encouraging morepeople to invest in your cause. This goes not just for Facebook, but all socialmedia. I'd say if you're getting anywhere near 10% reach to all of your fanswithout paid promotion, you're doing extremely well.Provide great customer service, handle complaints right
Unlike in times gone by, social media gives your company instant and effectiveexposure to your customers 24 hours a day, 7 days a week. Customers also havesimilar access to you, and this is no more apparent than in what can only bedescribed as a revolution in customer service. What’s more, as well as makingyour customers feel good, answering complaints provides a useful insight intoyour target audience’s personality, what your business is doing well, and what itcould improve on. With the instantaneousness of a Facebook post or a tweet,people's expectations for a swift and effective response to their queries orproblems is higher than ever. Many social media experts will advise you toalways reply within an arbitrary time limit of something like 30 minutes. If youemploy a dedicated social media community manager, this may be possible, butfor the vast majority of businesses, it just isn't a realistic target. I'd stillrecommend that you deal with customer service issues as soon as possible afterthey arise, but suggest that a response time of anything up to 24 hours (onweekends, too, if you can manage it) is acceptable to most people; and instead ofconstantly monitoring for problems, simply assign a few dedicated batches oftime in a day to respond to customers and handle issues. Using the “About”sections of your social profiles to tell people when you will be available to helpand how long they can expect to wait for a reply, is a sound strategy to setexpectations and prevent customer frustration.Of course, the best way to avoid customer service issues being played outpublicly on social media is to prevent them from happening. To facilitate this,give people several options to solve problems themselves, and for makingcontact - online FAQs, email, telephone, private message, and place them wherepeople will see them easily, like in your main bio or about section. The simpler itis to contact you, the more likely a customer is to try that first to help resolve aproblem, rather than spouting off angrily at you online. In addition, demonstrateyour willingness to accept that problems do sometimes occur by using yoursocial media profiles as a way to announce less-than-positive news aboutproduct or services issues. There will always be some fans who are upset whenthey read it, but they’d be a lot more aggrieved if they had discovered the issueon their own. If someone does post their angry grievances in public about you onsocial media, two of the most important pointers to remember when approachingsuch a situation are as follows:Don't ignore it: The longer you leave a customer complaint to sit and fester, the
angrier said customer will be, and by refusing to reply to negative feedback, itlooks to everyone like you are unwilling to deal with problems, and simplyhoping that ignoring them will make them go away. Look to resp
500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google , YouTube, Instagram, LinkedIn, and More!