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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