SMM - Test 1

The Seven Myths of SMM

#1-Social Media is Just a Fad #2-Social Media is Just for the Young #3-There is no Return on Investment on SMM #4-SMM Isn't Right for This Business #5-SMM is New #6-Social Media is Too Time-Consuming #7-Social Media is Free

"Big data"

(the massive amount of data available from the digital clickstream) has broadened to include audio and video files

#3-There is no Return on Investment on SMM

-Measuring the return requires planning, execution, monitoring, and the discipline to analyze and gain business insights. -Social media return is measured in a variety of ways. -Examples: Ice Bucket Challenge, Coke messages, Taco bell Emoji

#2-Social Media is Just for the Young

-Older users are among the fastest growing demographics on most social media sites. -2012 reports that half of all 65= old people were on the internet and 46% were on facebook

Important Aspects of SMM

1. Creating buzz, videos, tweets or blog entries that may become viral. 2. Building ways that enable fans of a brand to promote a message themselves. 3. Based around online conversations. 4. Part of a larger media ecosystem of owned, paid and earned media used in marketing.

Steps in Targeting SMM Campaigns: Optimize Media Schedule and Posts

Best Days, Times to Post Optimize Post for Platform

Linking Goals with a Call to Action

In order to measure success, you must define what someone's desired action would be - your "call to action." CTA = "The behavior you want the potential customer to exhibit" Getting to the sale is the final step. Other steps can be: •Click on blog post from Twitter or Facebook •Sign up for email newsletter •Sign up for webinar (collect contact info) •Have salesperson call •Purchase •Convert the customer to a brand advocate

Best Practices for Social Media Platform Marketing

Rule #1: Develop clear objectives. Rule #2: Understand and monitor metrics. Rule #3: Know the audience. Rule #4: Communicate with your audience in the most appropriate way. Rule #5: Keep search in mind.

2. Goals

involves conducting an analysis to determine an organization's strengths and weaknesses and the opportunities and threats in the competitive environment (SWOT)

6. Implement

is the process whereby the goals, strategies, target market, and platforms are taken into consideration in creating actionable social media plat-form-specific marketing tactics.

3. Strategies

must be done on a case-by-case basis, using all available pertinent information. The "8 Cs of Strategy Development"(covered later in this chapter) provide guidelines to help an organization reach its marketing goals.

1. Listen

to what people are saying about a company or brand enables the orga-nization to determine its current social media presence, which in turn guides the setting of social media goals and strategies to achieve them. Another important reason to listen to the social web is for competitive intelligence

List needs and situational triggers

• From personas' perspectives, defining concerns, symptoms, and problems.

Create messaging objectives

• Must be suited to each persona's needs that the company has the expertise to address.

•What are the overall goals?

•Should NOT be isolated from overall Marketing Plan

Permission vs. Interruption Marketing: Developing the Social Contract

Traditional marketing relies heavily on interruption marketing: •Firms purchase the right to interrupt people and demand their attention. - TV advertising, magazine ads, billboards, pop-ups, radio ads, etc. are created to interrupt the viewer at what he or she is doing. •These marketers need not worry about whether a consumer wants to see their ads. - Viewers realize that ads are part of the cost they pay in order to consume media content.

4. Target Audiences

is done by pinpointing the location, behavior, tastes, and needs of the target audience. Choosing the appropriate target audience requires an understanding of the market segments served.

Steps in Targeting SMM Campaigns: Create Personas for Each Segment

Persona Roles Needs Behavioral Triggers for Each Role Messaging Objectives for Each Role

Ecosystem of Media

The most valuable media is earned media. -People spread the word with no additional effort for the marketer. -Digital WOM confers much credibility on the brand.

8. Tune

is the constant and continuous process of adjusting and improving the elements of the plan and its implementation to maximize the chances of success.

7. Monitor

is the process of tracking, measuring, and evaluating an organiza-tion's SMM initiatives. Monitoring the enormous number of communications—daily, hourly, and minute-by-minute

SMM Planning Cycle model

1. Tune 2. Listen 3. Goals 4. Strategies 5. Target Audiences 6. Tools 7. Implement 8. Monitor START OVER

•What was learned from listening?

•Target audience •Competitors •Industry

Creators

•Creators develop content and then upload them to social media platforms.

Inactives

•Inactives are internet consumers who are not involved in social media.

SMM Ethics: Respect

•Treat people as equals, as reasonable individuals with goals and lives of their own. •Do not present manipulative messages, create false identities for testimonials, or hijack user profiles for promotional purposes.

The Future of Social Networks

Large networking sites set social media trends and thus are worth developing a presence on. Many niche social networks have survived and thrived by catering to specific interests. •Ravelry, for those with a passion for knitting •My Own Car Show, for hot-rod and antique car enthusiasts. The age of "social selling" has arrived.

Targeting Ads and Posts on Social Platforms Ad Targeting on Selected Platforms

- Follower targeting with a number of choices including followers of competitors and audiences whose characteristics are similar to the brand's own audience• - Behavior targeting that uses data from Twitter business partners about online and offline product-related behaviors• - Keywords that are used either in Twitter searches or in Tweets - Event targeting in which Twitter furnishes a global event calendar, provides audience data from last year's event, and enables targeting of the audience for the cur-rent year's event - Instagram started allowing users to include emojis in hashtags. That makes it possible for a brand to search for hashtags on Instagram and use trending hashtags in brand posts. That makes them searchable and therefore able to reach targeted audiences

The Targeting Process in SMM -The Forrester Social Technographics Ladder

- Uses demographics to group users into personas based on their social media activities. - Reveals what people are doing on the social web, and where they are doing it. - Provides a helpful set of persona profiles to assist in understanding the target audience.

History of SMM

-Development of the internet in the late 1660's -early internet created for Department of Defense, began using APRANET -Early online marketing efforts would soon follow; the first spam email message was sent in 1978! -The earliest ancestor of today's diverse social media platforms is most likely USENET, developed by Duke University graduate students Jim Ellis and Tom Truscott in 1979 -Following USENET, there was an explosion of different web-based services designed for people with common interests to share information. The WELL (Whole Earth 'Lectronic Link) was created in 1985, starting out as a dial-up bulletin board system (BBS) -. The years 2003 and 2004 were highly significant for social media with the creation of MySpace, Delicious, Second Life, and Facebook. The photo-sharing site Flickr was created in 2004 and YouTube for sharing videos in 2005.

Tips for Job Seekers

-Stay on top of social media trends -Be prepared to think and act quickly. -Be comfortable with analytics. -Learn to write for social media. -Establish and maintain your social media presence. -In all you do, show yourself to be an effective user of social media.

#4-SMM Isn't Right for This Business

-The greatest benefits tend to occur early in the sales cycle, not at the point where purchases are being made or sales are being closed. -Business' can start out with no following that can grow to millions

Best Practices for SMM

1. Begin with a strategy backed by a SMM plan. Random or inconsistent use of so-cial media will not produce any benefits. 2. Be honest and transparent in all your social media efforts. Attempts to misin-form or deceive will soon be "outed" to the detriment of the brand and the marketer. Building trust will be amply repaid in the long run. 3. Identify your target audience and understand its media behavior before you begin. There are many ways to engage on social media and different audience will respond to different kinds of communications. 4. Welcome participation and feedback from your audience. Remember, the audience controls the communications, not the marketer. 5. Remember that what you know today may not be valid tomorrow. SMM changes with the evolution of technologies and of audiences and the social media marketer must be vigilant and nimble to keep up with the changes

Campaign-specific and Platform-specific social Media Marketing Objectives.

1. Business Obj - Financial in Nature - Achieve a NPbT of 15% of Gross Sales 2. Marketing Obj - Often Stated in Terms of Market Share - Achieve 20% SOM for Brand A 3. SM Marketing Obj - Stated as Measurable Social Media Metrics - Improve Customer Satisfaction Score by 10% 4. Campaign-Specific, Platform-Specific Obj - Make 20% of Customers Aware of New Rewards Program - Achieve 7% CT on Announcement on Blog - Achieve 60% Registrations from CTs - Increase Sharing of Blog Content by 10% - Increase Sharing on Twitter by 25%

The Valid Metrics Framework

1. Exposure - Opportunity to attend to content 2. Engagement - Interaction with content 3. Influence - Ability to change opinion/behavior 4. Impact - Effect on the business results 5. Advocacy - Locate or create advocates

Best Practices for Developing a Social Media Strategy

1. Start with a road map (your SMM plan): a. Identify your target audience & characteristics b. How will you interact with them? c. How will you measure the success or failure of your activities? d. How will you adjust to stay on track to meet your objectives? 2. Listen before you start interacting; listen strategically. 3. Welcome audience participation, feedback and collaboration. 4. Give the strategy an adequate amount of time to be built, and for resources to become successful. 5. Be flexible; Social media itself is constantly evolving.

Marketing with Social Networks

A firm that wishes to market on social networks must: 1.Decide on goals and objectives. 2.Develop a solid plan. 3.Know the target audience and where to find them. •Business to Business? (B2B) •LinkedIn & others •Business to Consumer? (B2C) •Facebook & others

The Eight C's of Strategy Development

1. categorize social media platforms by target market relevancy. 2. comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage the participants. 3. converse by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter. 4. collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants. 5. contribute content to build reputation and become a valued member, helping to improve the community. 6. connect with the influencers so that you can enlist them to help shape opinions about your product or service. 7. community participation (and creation) can elicit valuable consumer suggestions for improving products and services. 8. convert relationships built in social media to the behaviors specified in the objectives

Setting Goals and Objectives: Secondary Objectives

1.Achieving a desired brand positioning 2.Producing new product ideas 3.Being prepared to handle reputation management in a crisis 4.Supporting public relations and advertising campaigns

#7-Social Media is Free

1.There is a cost in terms of personnel time and resources. 2.There is a cost to producing and creating content. 3.Many businesses engaging in social media invest in a guide or consultant to help them through the process.

Best Practices for Targeting Branded Posts

1.Understand what platforms are used by the target audience and how they are used. 2.Optimize content and posting schedule for each platform. 3.Use the targeting capabilities of each platform. 4.Monitor results on each platform and continue to improve engagement and effectiveness.

Listen and Observe: Five Stages

1: Listen to conversations about a brand or company. 2: Listen to what people say about the competitors. 3: Listening to what people say about the industry or category. 4: Listening for the tone of the community. 5: Listening to different social media platforms and channels.

What is a SMM Plan?

A SMM plan details an organization's social media goals and the actions necessary to achieve them. - Understanding corporate and marketing strategies and the creation of promotional strategies Without integrated strategies and solid SMM plans, there is little chance of successfully executing SMM.

Benefits of Marketing with Social Networks

A consequence of online social networks is the blurring of the line between business and personal life. •Previously, only celebrities and politicians could expect public scrutiny of their actions. •Now, much personal information can be found on the Internet. Online sharing of popular interests is highly valuable to a social media marketer.

SMM Planning Cycle

Creating a SMM plan is a continuous process. Constantly monitor the progress of the plan's action elements: •Modify them to improve results •Test alternative approaches. Methodically carry out all of the steps when constructing the plan.

Steps in Targeting SMM Campaigns: Define Target Audience and Segments

Demographics Lifestyles Media Use - Internet Use Behaviors - Mobile Use Behaviors - Offline Use Behaviors

Setting Goals and Objectives

Goals must be flexible. •Unintended benefits may be discovered Key objectives include: •Customer service •Brand awareness •Building brand preference •Acquisition of new customer leads •Loyalty programs

What are the Characteristics of a Successful Social Media Marketer?

Good communication skills •Able to engage with a diverse group •Being a good listener -Good writing skills Working knowledge of computers and the Internet •Programming not required -Knowledge of search marketing desirable •Proficiency on at least 3 leading social platforms: Facebook, Twitter and LinkedIn for example

Social Media Platforms cont..

Importantly, social media users are fickle or inconsistent. For profits, social networks must either rely on the advertising (Facebook) or subscription (LinkedIN). Top networking sites have changed with new generations. •Instagram appeals to Millennials and the generation after them (Generation Z). •Social networks appeal to the young, to business professional and women. •Social networks are primarily organized around people, not interests.

Observing Social Media Etiquette ...

Lesson #1: Use different accounts or profiles for your professional and personal communications. Lesson #2: Don't post pictures and videos of people without their permission. Lesson #3: Don't play the game of the Internet trolls. Lesson #4: Don't react too quickly. Lesson #5: At all costs, avoid the drunken post. Lesson #6: Don't post anything anywhere on the Internet that you would not want a potential employers, your boss, a current customer, or a potential client to read.

Your call to action should flow naturally from your marketing goals

Marketing goal call to action Lead generation Sign up for webinar Call for consultation Complete form 4 consultation Brand building Watch video Click on links Read content Fan/friend/follow brand Sign up for newsletter

Steps in Targeting SMM Campaigns: Develop Media Plan for Each Targeted Segment

Messaging Objectives Media Mix Media Scheduling Evaluation and More

The Targeting Process in SMM -Completing the Media Plan for Each

Once personas and associated messaging objectives are complete: •Choose the media mix. •Schedule each post on each platform. •Execute the schedule. -Follow the reaction to the posts, listen, and perhaps reply. •Formal evaluation must be done and reported to marketing executives.

What is SMM?

Social Media Marketing (SMM) refers to the process of gaining website traffic or attention through social media sites:

Social Media is Just a Fad

Social media continues to grow by virtually any measure you use. The foundations are built on age-old concepts: -Community -Socialization -WOM Marketing

5. Tools

Social media marketing has spawned a plethora of tools to assist with virtually every other activity in the planning cycle. There are tools to schedule posts on various social networks, tools to track brand mentions or hashtag usage, tools to help prepare images for posting, tools to assist with search engine optimization (SEO), tools to shorten links—and so on.

Principles for Success

Success requires giving the audience something of value. •People spend time online for 3 reasons: •To connect with people •To get information, or •To be entertained. A successful SM strategy must associate itself with at least 1 of these 3 reasons.

Initial Entry Strategy: Passive vs. Active

The Passive Strategy: •Search, listen and respond •A good way to start •Seek out mentions of your business, its competitors and the category of industry •Spend time listening to what people are saying •After achieving familiarity with the conversations, responses can begin Simply saying thank you and answering questions is a great first step.

SMART

The SMART standard for judging the quality of goals and objectives at any level: •Specific •Measurable •Achievable •Realistic Time delimited

Permission-Based marketing cont.

The basic rule of permission marketing: •Requires earning attention from people who have a choice about whether or not to engage. - People tend to choose brands that are authentic, transparent, show care and empathy, respect consumers' time and opinions, and have a human presence online. - But, firms cannot rely solely on permission marketing... interruption must be included.

Interruption Ads continued

The content of interruption ads is focused around selling a product or service that provides value to the target market. •Goal of the ad is to showcase the product, reduce information search costs, create a persuasive case for purchase. •Effective placement of the ad is necessary. •Media scheduling seeks the target audience. The problem is that people are already bombarded by ads (5,000/day).

The Targeting Process in SMM

The most common characteristics marketers use to identify and profile target markets are demographics, geographics, and lifestyles or psychographics. - Identifying and segmenting the target market is a key marketing activity. - A target market is comprised of market segments. - Digital marketing allows for fine-tuning of targeting to the market segments - All teams must be fully briefed on the nature of the target market. - The media mix includes the social platforms that will be used in the campaign. - Includes Online media (i.e., email, advertising), Offline media

The Targeting Process in SMM -Optimizing Posts and Post Timing

To "optimize" for SMM means: "make everything from a user's profiles to their blog posts to their Pinterest pins as visible as possible to everyone on the platform and sometimes in search engine rankings." Difficult to optimize social content (no one size fits all answer). Every platform is different. - Many publishers provide information on the subject.

Careers in SMM

Virtually nothing in 2003, Now measures in billions of users to billions of dollars in sales influenced by social media. -Blogger -Community manager -Digital media manager -Director, social media marketing -Engagement manager -Interactive media associate -Social media account executive

The Importance of Targeting in SMM

What is targeting in SMM? •The right person to get •The right content •At the right place •At the right time •In the right format •In the right language •On the right device

Principles for Success: Credible

•A powerful way for an organization to earn its audience's trust is by being credible. •Two sides to credibility: 1.Building a reputation for knowledge and expertise. 2.Building a brand's trustworthiness •Ready to share information •Explain the rationale behind decisions •Admit mistakes Asking for understanding or support

•Using big data, marketers can engage in:

•Behavioral targeting •Connection targeting •Interest targeting •Look-alike targeting •Custom targeting •Location targeting

Rules of Engagement for SMM

•Being a successful social media marketer requires more than marketing and technical skills. •It requires a knowledge of the rules of the road in social media and understanding of the appropriate way to communicate on social platforms. -The general rules of engagement provide guidance on how to avoid costly mistakes by behaving properly on the social web

Principles for Success: Authentic

•Being authentic is vital to success. •The Internet spreads information faster than any other means of human communication. •Deception is NOT a good long-term strategy. •Converse without forced attitudes or demeanor; inauthenticity is easy to spot. •Communications must be professional and personable. •Honest responses will earn goodwill and trust.

Principles for Success: Resourceful

•Being resourceful means providing the audience with helpful information. •Giving the audience a genuinely useful resource is a powerful method for earning trust and gaining attention. •Many ways a firm can become a resource online. •Solve customer service questions, or deal with complaints.

Collectors

•Collectors upload and save favorites, vote on content on sites, tag photos, and subscribe to RSS feeds to automatically receive new blog posts.

Conversationalists

•Conversationalists participate in group discussions, engage in conversations, and update their statuses.

Self-Promotion vs. Building an Army of Advocates

•Creating advocates is the final element in the Valid Metrics Framework. •Brand advocates will talk to their friends because they are truly passionate about the business and want to tell the world. •WOM (word of mouth) is the leading purchase influence in four different countries.

Critics

•Critics evaluate and comment on content produced by others, post product ratings or reviews, comment on blogs, as well as correct wiki articles.

Why SMM is Different

•Distinguish SMM from traditional marketing (Promotion): 1.Control (traditional) vs. contributions (SMM) 2.Trust building; be earnest, down-to-earth. Trust is slow to earn, but easy to lose. •SMM is a unique combination of marketing creativity and technology.

SMM Ethics: Privacy

•Do not collect or distribute personal information without consent. •Obtaining data should be balanced again protecting user privacy. •Violations of user privacy can destroy a site's reputation and severely damage a company. •Best to employ passive approaches that allow the user to input data voluntarily.

#6-Social Media is Too Time-Consuming

•Does require a CONSISTENT time commitment, but doesn't have to be time-consuming when done right. •There are three key ways to limit the time investment in SMM. 1.Look for underutilized employees who can spend some of their time on SMM. 2.Leverage efficiency tools, such as Hootsuite, TweetDeck, and CoTweet, which make managing social media easier. 3.Use mobile devices to boost efficiency in SMM.

The Targeting Process in SMM -The Persona Development Cycle

•Experienced marketers may use personas - New marketers must develop them from scratch using intuition, trial and error, and market research. •Three-Step Persona Development Cycle: 1.Identify persona roles 2.List needs and situational triggers 3.Create messaging objectives

Some hypothetical examples of targeting include:

•Facebook users over 55 years of age who use Facebook at least once a week and belong to one or more travel interest groups (offer: fall and winter tour packages) •LinkedIn users in the states of Illinois, Ohio, Indiana, Michigan, Wisconsin, and Minnesota who list SMM among their skills (offer: SMM conference in Chicago) •Instagram users who post from Los Angeles beaches over the Labor Day weekend (offer: a local restaurant) •Brand page fans who visit one of the brand's retail stores (offer: special limited time in- store coupon offer)

The advantages of marketing with social networks:

•Find talent •Build brand awareness •Find new customers •Help conduct brand intelligence and market research The best marketing with social networks comes from the customer or fan base, not the firm. •Example: Facebook's Coca-Cola page

When selecting a Social Media platform, marketers should consider the characteristics of the target audience, such as:

•Is the target consumers or professionals? •Where do they hang out? •Is my product visual? •Are my consumers content oriented? •Do they like to collaborate? •Are product demonstrations needed?

Joiners

•Joiners interact on social networks such as Facebook, LinkedIN, and eon.

The Role of Social Media Marketing

•Many businesses struggle with social media marketing because they lack a definite plan. •Strong strategic plan required for success Must include: •Goals and objectives •Monitoring plan

The Targeting Process in SMM -"Big Data" Expands Options

•Two important warnings: 1.Not all platforms offer all types of targeting. 2.Advertisers receive new targeting options first; brand pages receiving them later. •The SM marketer must examine the targeting options for each platform.

SMM Ethics: Responsibility

•Mistakes will occur: •Acknowledge: find out what the problem is and take responsibility for the situation. •Apologize: If someone is angry, first attempt to calm., and apologize; then determine what would give the individual resolution. •Act: Implement promised changes or make other restitution. Inform the complainant that the problem is being addressed.

Marketing with Social NetworksBusiness-To-Consumer Marketing

•Most social networks make it easy for members to like, share, or become fans of a brand. •Emphasis must be "share-worthy" content. •Focus on the places where people spend most time (now, Facebook).

Permission-Based

•Permission-based marketing relies on attention being earned. •Consumers consent to being marketed, examples: - Opting into an email newsletter - Following an account on Twitter - Signing up for text message alerts Permission marketing (organic social media) is an important element of SMM.

Consider the capabilities of the network.

•Remember that people participate primarily to connect with friends, not to search new products. •If messages are engaging and valuable, they will be welcomed, and draw in new customers. Some firms worry that participating on social networks may invite negative comments. •A social network profile concentrates such comments in one place for easy response.

Best Practices: Following the Rules of Engagement for SMM

•Rule #1: Use social media channels as intended. •Failing to follow site-specific conventions is one of the quickest ways to get unfollowed or called out on social media sites. •Rule #2: Don't be a dirty spammer. •Don't send people in a network unwanted messages without their permission. •Rule #3: Assume people don't care about the product. •Just because someone follows or friends a company page does not mean they want to endlessly hear about that business. Consider: what is in it for them? Why would they care? •Rule #4: Have a personality. Sharing some personality helps build common ground and trust.

Best Practices: Following the Rules of Engagement for SMM cont

•Rule #5: Provide context when seeking connections. •When sending a request to connect with someone provide context for the connection. What is the reason for connecting with that person? •Rule #6: Be transparent. •This access to information means that companies have to be upfront with their information. C •Rule #7: Talk about the topic. •When joining the discussion, focus on what the conversation is about, not just do self-promotion. •Rule #8. Social media profiles are not billboards. •It is best to engage in discussions without doing overt marketing unless it is directly on-topic. •Rule #9: Be nice.

SMM Ethics: Honesty

•SMM based largely on personal interactions. •The "spin" of traditional advertising NOT expected •Public scrutiny high, •Facts will be checked •Promises must be kept.

SMM Ethics

•Same code of ethics as traditional marketing •Due to its highly interactive as well as long-distance nature, social media brings its own set of challenges and complications. Principles to apply: •Honesty •Privacy •Respect •Responsibility

Social Media Platforms

•Social networking is based on network theory. •Traditional word-of-mouth (WOM) advertising became eWOM marketing, allowing information to be transmitted rapidly. •Some people are more influential online because they are the central node to groups sharing information. Firms may align with influential bloggers or key users whose opinion is respected

Spectators

•Spectators consume the content that others produce, such as blogs, videos, podcasts, forums, reviews, and so on.

Strategies must be adapted to each organization's unique:

•Strengths •Weaknesses •Opportunities •Threats

Principles for Success: Participatory

•Successful brands are participatory. •They interact with the community, answer questions and thank those who respond •Brands may create their own communities, but in most cases, there are existing communities whose trust can be earned by showing interest and participating. •Respond to blog comments, tweets or FB posts that mention the brand. •Participating in dialog will eventually bring results.

Initial Entry Strategy: Passive vs. Active

•The Active Strategy, the marketer: 1.Creates content and engages in conversation through different social media channels: 2.Actively creates and builds social media profiles 3.Connects with key influencers 4.Starts or participates in conversations •Many brands jump to start an active strategy without understanding their audience or their preferred interaction. Consider starting slow with the passive strategy!

#5-SMM Is New

•The technology is new, but the principle is not! •Most of the marketing principles, based on social, behavioral, and economic concepts, have been around for many years. The newest aspect of social media is the technology that enables open and transparent online conversations

Why Use a White Label Social Network?

•This is an online service that shares many of the characteristics of a public social network like FB, but it is privately run by a corporation or NFP. •Software vendors make platforms for organizations to use in constructing their white label social networks; some build from scratch. •Now known as enterprise social networks or social business; growth continues to explode.

first start an acct cont..

•To gain viewers for a page, put links to it on other websites and email signatures, business card and outgoing communications. •Use shorter "vanity" URLs; Run contests or offer discounts •Consider FB Places which allows users to check in. •FB ad tool can be specified for demographics.

The Targeting Process in SMM -Persona Definition

•Two definitions: 1.A persona is a composite sketch of a key segment of your audience. (Kevan Lee) 2.A persona is an imaginary version of your prospects, customers and the public that contain in-depth, lifelike character traits, to help develop content and marketing. (Heidi Cohen) Purpose: Once a social media marketer knows what information a buyer will need before making a purchase, it is possible to design a social media strategy that provides a buyer with the relevant information, making the individual more likely to buy the product.

Identify persona roles

•Use a few well-known companies or consumer groups relevant to an industry or business. •Consider the roles those people within these organizations take in their interactions with others. -Focus on those who make decisions about which products or services to spend money on

first start an account

•do not create a profile. •Create a page that will represent the business. •Allows users to follow or become fans without giving access to personal information (like friending a profile). •Customize the page to reflect the company's style and values, but provide some content distinct from the firm's primary website. •Update frequently with new content, but not more than three times per day. •Quality, not quantity; relevant and engaging -Check the pages of your competitors; what are they doing?