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Using Social
Media to Build
Your Business
Who am I?
Joyce Raby
Technology Consultant /
Social Media Coach
Joyceraby.com
[email protected]
Best Social Media Quote Ever
“Social Media is like teen sex. Everyone wants to do it.
No one knows how. When it’s finally done, there is
surprise that its not better.”
- Avinash Kaushik
Analytics Evangelist
Google
Second Best Social Media Quote
“Go live among them.”
- Joyce Raby
(if you want to engage your community you must first
listen to what they are already saying)
You Must Listen First
 Search Google, Yahoo, Bing, Twitter, YouTube,
blogs, and important content sites for:
 Organization name, program, services, & key
individuals
 Competitors' names, programs, services, and key
individuals
Choosing Your Tools:
Don’t Try and Do Everything at Once
Pick a tool based on

who you are trying to reach

what your supporters are using

what your goals are

how much time you have
Hundreds of tools exist. Don't assume Facebook, Twitter,
or MySpace is the right tool for your goal!
What does asking look like?


Person to person “have you seen us online?”
By newsletter or blog “What do you use to
connect?”

Email Survey (just a few questions!)

Website/Blog Survey
(Google Forms works well as a survey tool and it is
free!)
What does “Good” Social Media look like?

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Always include logo, name, website URL, concise
description of your business
Post a variety of content, including content from
other organizations (listen and add value)

Participate regularly

Integrate these activities with other marketing efforts

Interact with local and national industry/ community
Engaging Your Community
Possible Activities
 Ask questions and solicit feedback
 Get to know community members and point out
items of interest to them
 Listen to what they have to say
 Introduce followers
 Integrate your online & offline activities
Social Media Is a Conversation
 “talking” online
 Dealing with negative feedback
 Content is king
 Search engine optimization
It's an Evolving Strategy
 Pick something small (what do you want to market?)
 Pilot (create and launch)
 Evaluate (did you accomplish your goal?)
 Adapt/adjust based on feedback and your
experience
 Do it again….forever.
How to Measure Engagement
 Search Google, Yahoo, Bing, Twitter, YouTube,
blogs, and important content sites for
 Organization name, program, services, & key
individuals
 Competitors' names, programs, services, and key
individuals
 Track fans/friends/followers,
comments/retweets/likes, web page visits, and so
on
Define Your Metric
 We learned something about our community we
didn’t know before
 Number of influential people who tweet about us
 Number of nice things tweeted about us
 Number of influential blogs that wrote about us
 Number of direct conversations we had
 Amount of useful, meaningful feedback
Resources
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We Are Media Project
http://www.wearemedia.org/
Beth Kanter
http://www.bethkanter.org/
Mashable
http://www.mashable.com
Chris Brogan
http://www.chrisbrogan.com/
Need More Help?
 Social Media Audits
 Social Media Plans & Strategy
 Create/Measure Specific Social Media Campaigns
Joyce Raby, [email protected]