Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Social Media – The Nuts & Bolts ImpactOnlineMarketing.com

2015 Social Media Trends Facebook post reach continues to decline / paid ads are necessary to guarantee high reach Large brands averaging 2% reach Content MUST go beyond words – photos and video are a huge plus for stimulating engagement Growth in visual social networks : Instagram / Snapchat Google + growing fast but no one is really using it Over 70% of employers are using social media as a screening tool when considering job applicants ImpactOnlineMarketing.com

Facebook 2015 Largest social network with 1.3+ Billion users 54% male / 46% female; average user age is 41 Posts with photos or video get most interaction Internal scheduling tool works best: Facebook Ads are “hot”! Reach of posts continues to fall Great “effectiveness measurement” tool: Likealyzer.com ImpactOnlineMarketing.com

Twitter 2015 Vibrant social network with 560 million users Limits posts to 140 characters (recommended <120) Hashtags (#) started with Twitter Heavily used to follow news, celebrities, trending topics, “private” conversations 55% female / 45% male; 70% some college Skews younger than Facebook Challengingt to build a “local” audience ImpactOnlineMarketing.com

LinkedIn 2015 Primarily a business network with 330 million users Excellent B2B platform for businesses / consultants, etc 79% of users are age 35 or older LinkedIn updates tend to be best read Company pages can/should be developed Thousands of active groups for relevant participation Challengingt to build a “local” audience ImpactOnlineMarketing.com

Google High growth, 2.2 billion profiles (“forced” by Google) Only 9% have ever posted ANYTHING Translates to roughly 200 Million true users Of the 9% active, more than 1/3 are posting only on YouTube Heavily skewed toward males; more educated Tech was early emphasis / focus now much broader No internal pre-scheduling of posts is currently avail. / must use external tool such as Buffer or Sprout Social ImpactOnlineMarketing.com

Pinterest million users 68% female / 32% male; females 5x likelier to be active Heavy emphasis on décor, babies, fashion, recipes, and weddings Visual in nature – best for visual products/services Need to verify account to access analytics ImpactOnlineMarketing.com

Instagram million active users Users doubled in 2014 Acquired by Facebook Younger demos moving from Facebook to Instagram Users skew much younger – teens through 20s Focuses on photos and 15 second videos Photos & videos can be shared on other networks Just staring to be used by brands / businesses ImpactOnlineMarketing.com

Key Frustrations ~ Social Media Just one more things businesses need to worry about and take care of It’s confusing It changes all the time It takes too much time It’s easy to get distracted It doesn’t seem to work ImpactOnlineMarketing.com

#1 Best Practice of Social Media Know your target market! What social media are THEY using? Where are they most likely to follow your business? What do they want to know about your business? What do they want to know that is related? Question: Is (are) the social media you are using now the BEST fit for reaching your target market? ImpactOnlineMarketing.com

Social Media KISS – F.O.C.U.S. Focus – on 1-2 targeted social media platforms One in four “rule” Calendar – plan monthly / quarterly in advance Utility – use tools to make posting easier Social – create content that is “share-worthy” ImpactOnlineMarketing.com

“Share-worthy” is KEY “Share-worthy is NOT: ImpactOnlineMarketing.com

Share-worthy Content Is NOT: Pitch, pitch, pitch Obviously self-serving all the time One-sided communication IS: Interactive – two way communication Involves your constituents Engaging ImpactOnlineMarketing.com

Four Types of Content Informing Storytelling (most important) Organizing Fundraising ImpactOnlineMarketing.com

Informing Content Dates and details of meetings or special events Updates of campaigns, photos from events, and related “keep folks informed” info Announcements about new staff, staff changes, new or expanded services, etc. Scheduling: only as available and worth of posting ImpactOnlineMarketing.com

Storytelling Content Stories about beneficiaries of nonprofit’s services Stories about volunteers and why they give time Stories about donors and why they give money Stories about staff and why they work for you Schedule: as often as possible – will need to encourage participation! ImpactOnlineMarketing.com

Organizing Content Call for volunteers Organizing announcements Consider using the events calendar tab Scheduling: likely fairly infrequent relative to other types of posts ImpactOnlineMarketing.com