Social Media 101: Let’s jump on the bandwagon of social media

Ariana Torres, PhDAssistant professor Marketing SpecialistFebruary 13, 2018

How can social media help your business?

• Increase online exposure of our business• Showcase your new product/service• Hear what people/costumers say about our brand/business• Attract more/new customers• Contact prospective customers with personal touch• Minimize costs of marketing • Build relationships

Social media best practices

3 out of 4 Americans use social

mediaTell them

about your business

Align your priorities• Connect with existing customers • Gain new customers• Get public to know your business, name

Consumers want to buy products that have a direct impact on the food system

• Using social media is not equal to using social media EFFECTIVELY

• Connect with the right people and the right message to benefit your business?

Create a brand for your social media pages

• Logos and imagery• Company description• Vision and mission

Strengthen your social media with simple

practices

Every account starts with zero followers• Look to accounts you adore for inspiration and mimic

them• Content, posting frequency, imagery, photo filters

Pick your crops• First assignment: Facebook• Begin on the oldie-but-goodie• Fill your page• Make pics look good• Use their easy-to-understand analytics and ad tools

Inspiration

Diversify• Expand to other platforms• Test the waters with Instagram and Twitter

Give it time and consistency• Post at least once per day • Respond promptly and politely to comments

Keep it real• Pose meaningful questions• Share your observations and mistakes• Ask for opinions• Deliver expertise

140 charactersUse #hashtags for keywords, buzzwordsShare information, discuss ideas

Tell your business/family storyPhotos, captions, and filters

Tell your story

Hashtag: a hash or pound sign (#), used to identify a particular keyword or phrase in a social media posting (Oxford, 2010)Can give you 2x more engagements

• Post photos from the farm

• Share agricultural messages

• Connect with agricultural pages

• Share farm facts on your page

• Post videos of your operations

• Advertise agri-tourism events

Do you have a Facebook Page?

• Having a profile (personal account) is different than having a page (company or organization)

• Having no page can create the perception that your business is out of touch with technology and social media users

• Pages only require a “like” to start the relationship with a client

• You can track and measure results, use Facebook Ads, and launch contest

How can I create a Facebook Page?

Create Page

www.facebook.com/pages/create

• Agriculture• Home improvement• Local business

CHOOSE A GREAT USERNAME• Will affect the URL for your page

GIVE KEY DETAILS• Categories of your business improves ranking

• 2-3 sentence description for your business

• Include a link to your business website

• What you offer to your clientele?

• You can edit the information once the page is “live” by clicking on the “Edit Info” button to add details and content

A profile photo• Choose photos that best represent your business:

logo, store, campaign (cover)• Recommended size is 180x180 pixelsCover photo• Large horizontal image at the top of your page• Free templates available (google)• Choose a visually dynamic • Lure them in to a closer look at our page content

To add page to your favorites within your personal Facebook profile

– Every individual Facebook use has a vertical navigation bar to the left of their News Feed

– Similar to bookmarking a webpage in your web browser

– Easy access

Preferred page audience helps you draw the right market niche

– Location will help others find you when they check-in around you

– Age – Gender– Interests– Languages

Settings

1. Cover photo

2. Profile photo

3. Tabs

4. Page interactions

5. Call-to-action buttons

6. Community

7. About

1

2

45

3

6

7

Using Facebook to sell

1. Ask your friends to like your

business page

2. Connect with your audience with posts

Share meaningful updates • 1-2 Facebook posts per day• Short, fun-to-read, and eye-catching images• Test posting at different intervals and times

and see what works best. Depends on your audience, time zone, etc.

Get more attention• Bring more attention by “pinning” it to keep it

at the top of your Facebook or Twitter page

Entice customers with news or special discounts

– Post special offers to your customers– Invite them to events

Create content and experiences they can’t get anywhere else

– Discounts for your page fans– Hold a contest and give away a great price to

one of your page fans– Offer discounts to the first 5 people who

comment on a post– Ask customers to follow you on Facebook (50%

tend to do so)– Sign up email lists

Acknowledge their loyalty

3. Offer something extra or exclusive on your page

- Contests or giveaways must be administered within Apps on Facebook

- https://apps.facebook.com/my-contests/

Caption this

Name a product

Vote for your favorite

Refer 5 friends

4. Feed your online content to publish automatically

Post here

Click arrow

Click “schedule”

5. Boost your posts

Select the audience you want to see itPeople who like your pageExtend it to their friendsSelect a new audience by age, location, interests and more

Set your budgetPer-day price of boosting a posts

Estimated people reachedThe reaching amount of your daily budget depends on your audience

Duration

Audience

Budget

Duration

Gender

Age

Location

Potential audience

Who buys flowers in the US?

Age 55-64,35+

Education Post graduateCollege

Household income $75,000 - $149,000>$50,000

Race White or white only

Gender Mujeres

Occupation Management, business, and financial operationsProfesionalesVentas

Magazines Birds & Blooms, Architectural Digest, Audubon, Home Service, Bon Appetit, Sunday Chicago Tribune, Catholic Digest, Conde Nast Traveler, Consumer Reports, Good Housekeeping, HouseBeautiful, Midwest Living, Mother Earth News, Smithsonian, Veranda

Source: MediaMark Internet Reporter

• Demographics: education, financial, generation, life events, parent, politics, relationship, work

• Interests: business and industry, entertainment, family and relationships, fitness and wellness, food and drink, hobbies, shopping and fashion

• Behaviors: anniversary, charitable donations, purchase behaviors

• Engage shoppers, food and drink, home and garden

Map your location

Final audience

Budget

Click

People reached

Duration

Average expenses

Facebook bought Instagram in 2012 for $1B

1. Go to profile and tap settings 2. Link accounts: Facebook, Twitter

4. Write your caption 5. Select linked accounts3. Select your image & filters

Thank you for your attention