Carolyn Boyes - Social Media

William Collins

An imprint of HarperCollins Publishers

1 London Bridge Street

London SE1 9GF

WilliamCollinsBooks.com

This eBook first published in Great Britain by William Collins in 2020

First published in Great Britain in 2020 by HarperCollins Publishers

Published in Canada by HarperCollins Canada . www.harpercollins.ca

Published in Australia by HarperCollins Australia . www.harpercollins.au

Published in India by HarperCollinsPublishersIndia . www.harpercollins.co.in

Copyright © HarperCollins Publishers 2020

Carolyn Boyes asserts the moral right to be identified as the author of this work.

A catalogue record for this book is available from the British Library.

All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission of HarperCollins.

Source ISBN: 9780008389833

Ebook Edition © January 2020 ISBN: 9780008133801

Version: 2019-11-18

Contents

Cover

Title Page SOCIAL MEDIA SECRETS Carolyn Boyes

Copyright

Introduction

1 Plan

1.1 Ditch the old thinking

1.2 Know your channels

1.3 Create a brand

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

Social media is essential to businesses and anyone who already has, or wants to have, a career in business. Through social media you can talk to people, learn new information and gain new clients. You can build a business brand across international boundaries, cutting out middlemen and saving costs.

My own background in business began when talking to clients around the world meant sending letters, taking long flights or making very expensive phone calls. The advent of emails made communication easier but still limited contact to a targeted list of clients. Social media has changed everything.

When social media first came along it seemed to be just another form of entertainment. People quickly realized that it was fun to have conversations with strangers, post pictures of their cat playing the piano or comment on a newspaper blog. However, businesses soon realized that social media could be used as advertising. Now social media has progressed even further and become a vital part of any business strategy. If I want to find a client I no longer need to identify them one by one. Once I have clients I don’t need to phone or visit them. Instead, using social media, I can keep in touch with anyone anywhere in the world and show them what I have to offer using words, pictures and video. Social media is now a gigantic global conversation and a global business must.

Business Secrets: Social Media consists of 50 secretsin total, divided into seven chapters.

▪ Plan.Start afresh. Learn how the world has changed and that social media is the most effective tool for the success of your business.

▪ Promote.The whole world can become your marketplace. Think how you can build a community of followers who will turn into customers for your business.