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Carolyn Boyes - Social Media

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Название:
Social Media
Автор:
Carolyn Boyes
Жанр:
unrecognised / на английском языке
Год:
неизвестен
ISBN:
нет данных
Рейтинг книги:
5 / 5. Голосов: 1
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Social Media: краткое содержание, описание и аннотация

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The social media secrets that experts and top professionals use.Get results fast with this quick, easy guide to the fundamentals of social media for business. Includes how to:• Plan • Promote • Post • Position • Monitor • Be real • Be ethical

Social Media — читать онлайн ознакомительный отрывок

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If you don’t have all the answers immediately, that’s fine. It’s better to take your time than rush into social media and change your brand. That will just confuse people.

case study Zoella is a hugely successful vlogger on YouTube and has created a strong brand from small beginnings. She films short videos of interest to her audience and has a big teenage following. Her brand has been so successful that it went offline. She makes appearances off screen and was even asked to write a book which sold in large numbers to her fans. Her brand was helped by the fact that she dated another successful YouTube star and they have made videos together, creating an even-better-known joint brand.

Think about what you stand for and how to differentiate yourself from your competition.

1.4 1.4 Make a promise 1.5 Create a goal 1.6 Stake a claim 1.7 Draw up a content strategy 1.8 Be aligned 1.9 Take an inventory 1.10 Do it 24/7 2 Promote 2.1 Be sociable 2.2 Determine your ideal customer 2.3 Convert the grazers 2.4 Build a community 2.5 Become a friend 2.6 Inspire 3 Post 3.1 Start a blog 3.2 Tweet 3.3 Create a Facebook page 3.4 Link in 3.5 Video it 3.6 Share slides 3.7 Instagram it 3.8 Blog on Tumblr 3.9 Pin it on Pinterest 4 Position 4.1 Lead opinion 4.2 Have values 4.3 Look consistent 4.4 Have a tone of voice 4.5 Use professionals 4.6 Google well 4.7 Network offline 5 Monitor 5.1 Listen and learn 5.2 Monitor 5.3 Use surveys 5.4 Use hashtags 5.5 Find the influencers 5.6 Use professional tools 6 Be real 6.1 Be authentic 6.2 Get feedback and endorsements 6.3 Go off topic 6.4 Hang out 6.5 Start a competition 6.6 Be memorable 6.7 Contribute to the conversation 7 Follow web etiquette 7.1 Be nice 7.2 Know your copyright 7.3 Manage your crises 7.4 Keep up with the news 7.5 Stop the muggers 7.6 Do good Jargon buster Further reading About the Book About the Author About the Publisher

Make a promise 1.4 Make a promise 1.5 Create a goal 1.6 Stake a claim 1.7 Draw up a content strategy 1.8 Be aligned 1.9 Take an inventory 1.10 Do it 24/7 2 Promote 2.1 Be sociable 2.2 Determine your ideal customer 2.3 Convert the grazers 2.4 Build a community 2.5 Become a friend 2.6 Inspire 3 Post 3.1 Start a blog 3.2 Tweet 3.3 Create a Facebook page 3.4 Link in 3.5 Video it 3.6 Share slides 3.7 Instagram it 3.8 Blog on Tumblr 3.9 Pin it on Pinterest 4 Position 4.1 Lead opinion 4.2 Have values 4.3 Look consistent 4.4 Have a tone of voice 4.5 Use professionals 4.6 Google well 4.7 Network offline 5 Monitor 5.1 Listen and learn 5.2 Monitor 5.3 Use surveys 5.4 Use hashtags 5.5 Find the influencers 5.6 Use professional tools 6 Be real 6.1 Be authentic 6.2 Get feedback and endorsements 6.3 Go off topic 6.4 Hang out 6.5 Start a competition 6.6 Be memorable 6.7 Contribute to the conversation 7 Follow web etiquette 7.1 Be nice 7.2 Know your copyright 7.3 Manage your crises 7.4 Keep up with the news 7.5 Stop the muggers 7.6 Do good Jargon buster Further reading About the Book About the Author About the Publisher

Most of social media is free so commitment to a brand isn’t shown with money but with attention or inattention. To get that attention you need to offer a promise to people.

What difference do you want to make? What impact do you want to make? All great brands promise us something. Take a brand like Coca-Cola or Pepsi. Many drinks quench your thirst, so why buy a branded drink which costs more? Simply because the brand seems to promise more.

Some brands last for generations even though the products are very different. What do Disney, McDonald’s, Twinings and Burberry really promise you that keeps you loyal to them? We will all pay more if someone or something makes us feel better. That’s why advertisers show us adverts populated with people we want to aspire to be like. For some of us, that means buying a product associated with the perfect home and family; for others it means a link with being young and fashionable or being different and anti-establishment.

Sometimes the brand promise is obvious and sometimes it takes time to think through. Start by considering what makes your business stand out from its competitors. By knowing what makes you different you can work out what you are really promising to give people when they connect with your brand.

“Your brand is the single most important investment you can make in your business” Steve Forbes

Take a political information company, for example. What makes them different? Information is available from dozens of sites on the web. For one company it may be their humorous presentation of the news, for another the fact they are always first with the news or they have politicians rather than journalists working for them, so they are the first to learn about what really goes on in the corridors of power.

Perhaps you run a bakery. Isn’t selling cakes and bread and buns just about feeding people? Not necessarily. Perhaps it’s the way your posts of cakes in retro fifties’ settings make people feel as if they are living the domestic goddess dream. You promise the lifestyle with every product you sell.

Think about what makes you different and what your brand can promise its customers.

1.5 1.5 Create a goal 1.6 Stake a claim 1.7 Draw up a content strategy 1.8 Be aligned 1.9 Take an inventory 1.10 Do it 24/7 2 Promote 2.1 Be sociable 2.2 Determine your ideal customer 2.3 Convert the grazers 2.4 Build a community 2.5 Become a friend 2.6 Inspire 3 Post 3.1 Start a blog 3.2 Tweet 3.3 Create a Facebook page 3.4 Link in 3.5 Video it 3.6 Share slides 3.7 Instagram it 3.8 Blog on Tumblr 3.9 Pin it on Pinterest 4 Position 4.1 Lead opinion 4.2 Have values 4.3 Look consistent 4.4 Have a tone of voice 4.5 Use professionals 4.6 Google well 4.7 Network offline 5 Monitor 5.1 Listen and learn 5.2 Monitor 5.3 Use surveys 5.4 Use hashtags 5.5 Find the influencers 5.6 Use professional tools 6 Be real 6.1 Be authentic 6.2 Get feedback and endorsements 6.3 Go off topic 6.4 Hang out 6.5 Start a competition 6.6 Be memorable 6.7 Contribute to the conversation 7 Follow web etiquette 7.1 Be nice 7.2 Know your copyright 7.3 Manage your crises 7.4 Keep up with the news 7.5 Stop the muggers 7.6 Do good Jargon buster Further reading About the Book About the Author About the Publisher

Create a goal 1.5 Create a goal 1.6 Stake a claim 1.7 Draw up a content strategy 1.8 Be aligned 1.9 Take an inventory 1.10 Do it 24/7 2 Promote 2.1 Be sociable 2.2 Determine your ideal customer 2.3 Convert the grazers 2.4 Build a community 2.5 Become a friend 2.6 Inspire 3 Post 3.1 Start a blog 3.2 Tweet 3.3 Create a Facebook page 3.4 Link in 3.5 Video it 3.6 Share slides 3.7 Instagram it 3.8 Blog on Tumblr 3.9 Pin it on Pinterest 4 Position 4.1 Lead opinion 4.2 Have values 4.3 Look consistent 4.4 Have a tone of voice 4.5 Use professionals 4.6 Google well 4.7 Network offline 5 Monitor 5.1 Listen and learn 5.2 Monitor 5.3 Use surveys 5.4 Use hashtags 5.5 Find the influencers 5.6 Use professional tools 6 Be real 6.1 Be authentic 6.2 Get feedback and endorsements 6.3 Go off topic 6.4 Hang out 6.5 Start a competition 6.6 Be memorable 6.7 Contribute to the conversation 7 Follow web etiquette 7.1 Be nice 7.2 Know your copyright 7.3 Manage your crises 7.4 Keep up with the news 7.5 Stop the muggers 7.6 Do good Jargon buster Further reading About the Book About the Author About the Publisher

Who would have imagined when Twitter or Facebook began that the most famous brands in the world would be competing for space with people posting updates from their bedrooms? But that’s what has happened – social media is still sociable and fun but it has also become a serious platform on which to do business, and one-person bands can compete with the big players.

However, there’s no point getting involved in social media and just setting up accounts here and there because everyone else is doing it. Take an inventory of what you are already doing and what your competitors are doing, then SMART: