Post on 17-Oct-2020
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Social media overview and trends
LinkedIn overview
• Setting up and optimising your LinkedIn Profile
• How to find and communicate with potential clients
• How to post updates and articles
• How to advertise on LinkedIn
Facebook overview
• Setting up and optimising a Facebook Page
• How to build your audience
• How to advertise on Facebook
• Facebook Live and Measurement
Useful tools
How to measure
Q and A
Social media overview
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Audience Effort Reach Key business benefit
Facebook Consumer/Business Medium High Reach
Instagram Consumer/Business Low Medium Engagement
LinkedIn Business Medium Medium Business Networking
Twitter Consumer/Business High Medium Relationship building
Pinterest Consumer/Business Low Low Website visits
Build community
Acquire leads
Convert
Grow your
contacts and
your business
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Social
media
trends
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LinkedIn overview
LinkedIn profile
Profile photo
Business dress code
Head and shoulders shot
Professional background
PRO-TIP: GET A PRO TO TAKE IT.
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Cover photo
Ensure 1536 x 768 pixels
Express professional identity
Make photo unique to LinkedIn
PRO-TIP: USE CANVA.COM
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Headline
Start with ‘ing’ word eg Helping
Focus on your client
Grab the reader’s attention
PRO-TIP: Use a hashtag
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Public profile
Create your own customised URL
Use forename and surname if poss.
Make your public profile concise
PRO-TIP: ADD TO BUSINESS CARDS
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Summary
Make immediate impact
Write in 1st person
Focus on present and future
PRO-TIP: INCLUDE MEDIA
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Finding and
communicating
with
clients
Find and message
Use Search
Filter by 2nd connection
Include commonalities
Sell a meeting, call or a coffee
PRO-TIP: Create Search Alerts
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How to create
posts and
articles
Posts
Short form
Provide value - inform or educate
Add link - to blog post or articles
Add a visual - photo or link to video
PRO-TIP: ASK QUESTIONS
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Articles
Long form
Provide value – opinion or advice
Embed – photos, videos, tweets
Share – in and out of LinkedIn
PRO-TIP: LINK BACK TO WEBSITE
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Advertising
on LinkedIn
Advertise
Use Company Page
Sponsored updates (posts)
Text Ads
Display Ads
PRO-TIP: A/B TEST WITH FACEBOOK
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Facebook overview
Facebook Page
Unique user name/web address
Eye catching photos
Add ‘Call to Action’ button
Add Feature Video and Playlists
PRO-TIP: ADD FEATURED LIKES
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Build your audience
Give people a benefit of visiting your Page
Post relevant content consistently
Use ‘See Pages Feed’ and engage
Promote outside of Facebook
PRO-TIP: PROMOTE YOUR BUSINESS WITH YOUR PROFILE
How to advertise
Be clear on your objective
Precisely target your audience
Start with Promoted (Boosted) posts
Use concise copy with eye-popping visuals
PRO-TIP: RUN EVERY CAMPAIGN OVER 1 WEEK
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Facebook Live
Be clear on your objective
Give value
Encourage engagement
Broadcast from Profile, Page, Event or Group
PRO-TIP: WATCH THE #SOCIALMEDIASHOW
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Measurement
Revenue v Cost + Effort
Use Facebook Insights
Focus on performance of Posts
A/B test to improve your results
PRO-TIP: MONITOR YOUR COMPETITORS
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Useful
tools
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Measurement
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Facebook Measurement
Input v Output
Use Pixels
Measure performance against objectives
Set goals
PRO-TIP: USE COUPON CODES
https://flickr.com/photos/67478164@N00/403475732/
Good and bad examples
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Facebook in 2017