Professional Documents
Culture Documents
#dellsmb
Social Media Toolkit
01
What is it?
Who is it for?
It will help:
People who are new to social media
engagement
Users who are already engaged with other
people via social media and who want to
take their participation to the next level
Business owners who are looking for some
no-nonsense tips and best practices
02
03
On the contrary,
04
However you see it, social media usage is increasing rapidly and dramatically in all levels of
society and in more countries around the world. It isnt merely the domain of geeks and the
young. Increasingly, businesses of all shapes and sizes are embracing it.
Whats important isnt so much the tools and the channels: Its about people and new,
simpler and more effective means of connecting with other people.
Now, online sites like Facebook, Twitter, YouTube and many others attract hundreds of
millions of people every day, who share their lives and experiences. More businesses are
developing homes in those places too.
05
06
Ch.1
Building strong
social media
foundations for
business success
Why social media matters for
business success Ch1-03
Creating employee
guidelines Ch1-08
Tips for employees Ch1-10
Dealing with a crisis Ch1-11
Please note the following about your use of the Social Media Toolkit.
All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing this
content, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot and
does not take responsibility for how you use the information presented here.
Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or its
employees, unless otherwise stated.
For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.
Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seeking
effective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing
this content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,
cease to be available or continue availability in a form or manner different to how this material portrays them.
47%
Twitter
82%
Facebook
86%
Spring 2011
47%
LinkedIn
55%
*eWeek, Social Media Marketing Grows Among Small Businesses, Nov. 16, 2011
60%
Fall 2012
Ch1-02
Gartner, Top Predictions for IT Organizations and Users, 2011 and Beyond, Nov. 2010
Ch1-03
Cision, European survey highlights journalists increasing dependency on social media, Sept. 2010
Social media extends and expands the news cycle, giving you a
highly effective, rapid and low-cost means of getting your perspective
and views out in the mainstream in ways that get attention and can
influence opinion.
Ch1-04
Ch1-05
Ch1-06
At Dell, we believe that social media, when used properly, can be an effective business
tool. Were leveraging and experimenting with social media to build relationships and
better connect with consumers and key influencers. But there are responsibilities to
consider and practices we all must follow, as well explain.
Ch1-07
Best practices
Examples
Ch1-08
Ch1-09
Be human first
SPAM
Be respectful
When disagreeing with others opinions,
keep it appropriate and polite.
Stay focused
Have a business objective when
engaging in social media and identify
what success will look like. Make sure
your objective is one that will both
benefit your company and the
communities you engage with.
Copyright applies
Ch1-10
Ch1-11
2. Do not respond
to negative
comments in a
way that is snide,
nasty, demeaning
or snarky because
you cannot win.
3. Humoror at
least a human
voicecan often
defuse or sidetrack issues.
4. Removing
negative comments
is pointless
they will appear
elsewhere.
5. Make the
companys official
position clear in
all online places
where conversation
is happening. Do
not bury it on the
company website.
7. Respond with
alacrity to customer
complaints online.
8. Dont assume
the mainstream
media are the only
influencers.
9. Recognize that
enthusiastsbrand
evangelistsare
your powerful allies:
its not difficult for
them to become
powerful critics.
means, literally,
hours and
minutes, not days,
let alone weeks.
be prepared to
respond during a
weekend.
before a weekend
or public holiday
unless youre
prepared to
respond.
15. Engage
rapidly with your
community.
1. Acknowledge
that there is an
issue, and agree to
look into it.
Ch1-12
#dellsmb
Soci al Media Toolkit
Ch2-01
Ch.2
Planning your
social media
strategy
This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seeking
effective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing
this content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,
cease to be available or continue availability in a form or manner different to how this material portrays them.
All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing this
content, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot and
does not take responsibility for how you use the information presented here.
Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or its
employees, unless otherwise stated.
For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.
Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
SMB Social
Soci al Media
Media Toolkit
Toolkit
Please note the following about your use of the Social Media Toolkit.
Planning your
social media strategy
People often think of social media in terms of tools and channels, with
Facebook and Twitter being especially popular. But the truth is, social
media is about people and what they do with the technological tools
they have at their disposal.
Getting started with social media doesnt
mean you have to create a Facebook
page for your business or open a Twitter
account. On the contrary, your first step
isnt talking; its listening.
Why should you care about social media?
Its a good question. You should care
because social media is changing how
marketing and communication work and
how people connect with brands, whether
Ch2-03
Planning your
social media strategy
Its an unmistakable trend. You only need
to look around you to see it happening
right before your eyes.
Michael Dell
Ch2-04
The Social
Technographics
Ladder, Forrester
Research, 2010.
*Charlene Li with Josh Bernoff, Remy Florentino, and Sarah Glass, Social Technographics,
Forrester Research, April 2007
Presentation on SlideShare
Ch2-05
Your getting
started checklist:
Ch2-06
3. Available resources
2. Listening audit
Ch2-07
Step 1
Outline your objectives
What is the core business issue you want to address? Consider the
primary and secondary objectives you aim to achieve with social media.
How will you measure success? Set two or three SMART goals where SMART =
specific, measurable, achievable, realistic, timed.
Product Development
Sales
Marketing
Feedback loop
Collaboration
Demand forecast
Early warning
T
hought leadership
Lead generation
B
logs
Message reach
Online Presence
Customer Service
Communication
Listening
Rich media
Communities
Support widgets
Brand reputation
Customer stories
O
utreach
Influence
R
esolution
Reputation
Soci al Media Toolkit
Ch2-08
Step 2
Conduct a listening audit
Above all else, listening is paramount. Its what you do before you start or
conduct any engagement activity online, from leaving simple comments
on a blog or posting your comments on Twitter, to performing a deeper
relationship-building exercise with a prominent influencer.
Listen to what your customers have to say, understand where they are as well as what
communication theyd welcome from your company. Learn from them constantly. One of
the best things about social media is that it enables you to connect and understand what
your customers need or would find useful. If you dont yet know with some precision what
your customers are saying about you, where and with whom, then you need to find that
out via a listening audit.
Ch2-09
Step 2
Conduct a listening audit
There are many tools and services you can choose from that will help
you conduct a listening audit and interpret the resulting data. Some are
paid for; many are free. Which you use depends on a number of factors
starting with how comprehensive you want to make your auditing.
You have these choices:
Paid for: Depth analysis across the social media universe, taking in all keyword-matching
conversations discovered on all social media platforms, from forums to video sharing to
popular social networks. Dell has been listening for six years and has built expertise in how
to decipher insights from the huge amount of data available. This includes how to best use
the tools, where to listen, who to listen to and much more. Dell can monitor conversations
relevant to your companys industry and competitors, provide business intelligence, improve
social media outreach and give you the detailed insight reports behind the data. If you are
interested in leveraging Dells listening capabilities, contact SM_Solutions@dell.com.
Free: Snapshot views across specific social media platforms that require manual setup
of keywords, specifying what to search and where. Typically used on the fly as the need
arises; more for temperature-testing goals than to conduct in-depth analysis or see detailed
reporting. No contracts, no commitments. Just use the services you need as you require
them. Most require significant time commitments, especially to set up your audit keywords
on each service you use and then to monitor the results. Products include Google Alerts,
Google Blog Search, Social Mention, TweetLevel and Technorati.
FREE
$$$
Ch2-10
Step 2
Conduct a listening audit
Audit framework
Questions to ask in your planning:
Ch2-11
Step 3
Define your available resources
Each social media channel has its pros and cons. You must consider the
benefits of each one as part of an integrated approach to connecting with
and influencing people where social media tools and channels are used
in tandem with more traditional marketing and communication activities.
Knowing which channel is likely to be most effective for what you want to achieve is an
essential step in your strategy planning. Lets look at eight areas online that have developed
powerful reputations as places where influencers gather or pay attention and where we find
influential opinions. Some descriptions may not mean much to you yet, but the specific
tools and channels will.
Wikis
Relevance:
Wikipedia is the public wiki with the greatest awareness. Theres a Wikipedia
entry for almost anything you can imagine, which means it could be the first
information people find about any topic they are seeking information about.
As a tool, a wiki enables communities to write documents collaboratively,
making it easy to create, edit and share content and increase opportunities
for knowledge sharing.
Trend:
Growing appeal within organizations for collaborative working tools that are
easy to use and support (browser-based) from anywhere (the cloud).
Trend:
An effective way to alert and connect with influencers, help propel
news cycles.
Relevance:
A great opportunity to build a network of influencers who want to
share your news in real time.
Ch2-12
Step 3
Define your available resources
Blogs
Relevance:
Stating an opinion, demonstrating thought leadership, providing a stimulus
for discussion, getting your voice into the conversation.
B
uilding a community, opportunities for citation being referenced by
and linked to by other people.
Trend:
W
ith over 200 million blogs globally, a trend in business is for multiple
blogs in multiple languages.
Social networks
Relevance:
Many peoples days often start and end with Facebook, LinkedIn, Google+,
XING, Viadeo and others, depending on where they live and their specific
personal and business interests.
If a social network is where our community of interest spends time and
shares opinions, thats where we want to be.
Trend:
Increasingly, the communities that are often the first place people go to online.
LinkedIns Groups feature is popular among business users for developing community.
YouTube
Trend:
Consumption habits are starting to favor video over the printed word.
Relevance:
V
ideo learning is increasing in importance visual information can
improve understanding of spoken words as much as sixfold.
Y
ouTube is the worlds second largest search engine opportunities
for your content to be discovered, cited, shared.
Ch2-13
Step 3
Define your available resources
Document sharing
Relevance:
Services like SlideShare and Scribd are favored locations to share public
and internal presentations that become referenced and used by others.
Aids knowledge sharing and collaborative working.
Trend:
Increasing awareness and use in business; development of business channels.
Image sharing
Relevance:
Image sharing services like Flickr, Photobucket and others provide
opportunities to offer tagged images for other users and search engines
to find easily.
S
uch services enable others to share your images, thus increasing
exposure of your brand or product across the social Web.
Trend:
O
ffering images with clear copyright permissions for sharing by others;
tagging images in multiple languages to increase opportunities for
discovery and sharing.
Audio
Trend:
A favorite of sales force, customers and others on the go.
Download the planning worksheet.
Relevance:
P
odcasts of all types, plus audio tracks of video segments, have
growing utility as complementary communication and communitybuilding channels.
Ch2-14
Step 4
Plan your approach
The results you get from listening will enable you to identify the key
influencers, those whose commentary and opinions drive the attention of
others online. This is the key aspect in planning how you will develop your
action steps for engagement the heart of your social media strategy.
Ch2-15
Step 5
Test and refine
Be engaged.
Listen carefully.
Get feedback.
Stay on topic.
Dont get caught up in tit-for-tat
dialogue. Respect the broader
conversation and ensure your
comments stay on topic.
Add value.
Give due attention to posts. Offer
thoughts or ideas when appropriate;
invite others to respond as well.
Get involved.
Ch2-16
To sum it up
Heres your starting guide:
3. Be clear on
what youre
doing and why.
4. Commonsense rules.
Ch2-17
#dellsmb
Soci al Media Toolkit
Ch3-01
Ch.3
Engaging with
your audiences
Wiggly Wigglers Ch3-04
Jagex Ch3-05
Lonely Planet Ch3-06
ebookers Ch3-07
Endeavor Ch3-09
Sew what? Ch3-10
Dell Trade Secrets Ch3-12
Worth your attention Ch3-13
Please note the following about your use of the Social Media Toolkit.
All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing this
content, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot and
does not take responsibility for how you use the information presented here.
Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or its
employees, unless otherwise stated.
For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.
Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seeking
effective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing
this content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,
cease to be available or continue availability in a form or manner different to how this material portrays them.
Ch3-02
Ch3-03
Ch3-04
Ch3-05
Lonely Planet
Founded in 1973, Lonely Planet is the largest travel guidebook and digital
media publisher in the world, now owned by BBC Worldwide. It was one
of the first series of travel books targeting backpackers and other budget
travelers. By 2010, Lonely Planet published about 500 titles in eight
languages, as well as TV programs, a magazine, mobile phone applications
and websites. It has about 450 employees.
Clearly, community, storytelling and
engagement are key elements to Lonely
Planets success and appeal. Its online
community, Thorn Tree, is used by over
600,000 travelers for travel tips and advice.
Lonely Planets social media portfolio
includes the Lonely Planet website, RSS
feeds, community blogs, Facebook
Connect, Flickr photo sharing, a groups
platform, the ability to rate and review sites
and restaurants, as well as a trip planner tool.
While all its online activity encourages
interaction with and among their
communities, Twitter has proven to be
its most effective platform for community
engagement.
Ch3-06
ebookers.com is a travel company that has embraced the Internet, not the other way around.
It wanted to understand its user base and offer them a method of researching and sharing
information as well as a convenient way to book their next holiday or travel experience. So,
they introduced the ebookers Explorer iPad app, a unique experiential app developed by
digital agency Fortune Cookie.
Ch3-07
Ch3-08
H
igh-Impact Entrepreneurship blog featuring original content highlighting
entrepreneurial successes worldwide, and guest content syndicated from around the Web.
F
acebook page for community-building featuring content highlights from blog and
YouTube channel, additional photos and video and information on community events.
Twitter account to build a network of influencers who want to share Endeavors
news in real time.
Ch3-09
Sew what?
Blog for thought leadership
If you can dream it, we can sew it! is the motto of California-based Sew
What? Inc. Since its founding in 1992, Sew What? has grown to become
the premier provider of custom-sewn theatrical drapes/curtains and fabrics
for the entertainment and special events industries.
Ch3-10
Sew what?
Blog for thought leadership
Having such a niche audience presents Sew What? with a great opportunity to showcase its
knowledge of the industry in ways that engage with that audience, offering them content
that specifically addresses their needs. For example, recent posts discussed such topics as:
Ch3-11
Dell #tradesecrets:
Influencer outreach
To support the introduction in 2011 of a new business laptop computer,
the VostroTM V130, Dell launched Trade Secrets, a marketing campaign
hosted on the Dell SMB Facebook page and under the Twitter hashtag
#tradesecrets.
The campaign included a significant element of influencer outreach where bloggers and
others formed part of the conversation through using the computer and talking online about
their experiences with the Vostro V130 via tweets, Facebook posts, blog posts, video and
other channels.
Ch3-12
Cakelove
Good Energy
B
log
T
witter
YouTube
F
acebook
iPhone app
T
witter
B
log
T
witter
F
acebook
YouTube
Ch3-13
Five small
small businesses
businesses using
social media
to use LinkedIn
Twitter right
success stories
Ch3-14
#dellsmb
Soci al Media Toolkit
Ch4-01
Ch.4
Social media
best and next
practices
This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seeking
effective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing
this content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,
cease to be available or continue availability in a form or manner different to how this material portrays them.
All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing this
content, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot and
does not take responsibility for how you use the information presented here.
Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or its
employees, unless otherwise stated.
For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.
Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
SMB Social
Soci al Media
Media Toolkit
Toolkit
Please note the following about your use of the Social Media Toolkit.
Ch4-03
Take an audiovisual
tour of company
status updates with
LinkedIn in this
short video.
Ch4-04
Ch4-05
Become friends first! If you build it, the business results will come. A
pithy, punchy status update can go viral and expose you to a broader
audience as your followers share, like, or comment on companydriven content with their own professional networks.
How do you know if youre doing well? Check the stats that appear on
your posts about 24 hours after your status update goes live, and see
what types of information and links create the most likes, comments
and clicks. Use this data to understand who your followers are, refine
your strategy and optimize the conversation.
Ch4-06
1. Share.
Share photos and behind-the-scenes info about your business. Even better, give your
followers a glimpse of developing projects and events. Users come to Twitter to get
and share the latest, so give it to them!
2. Listen.
Regularly monitor the comments about your company, brand and products.
4. Respond.
Repond to compliments and feedback in real time.
3. Ask.
Ask your followers questions to glean valuable insights and show you are listening.
Ch4-07
Useful resource:
Download Twitters small business one-pager
(PDF) for more tips and best practices including
the following:
How to get started with Twitter
Ideas for great tweets
More
Soci al Media Toolkit
Ch4-08
Ch4-09
Ch4-10
2. Post updates
This Google+ best practice tip is one of many helpful texts published by Google to aid
businesses in getting the most from their Google+. See more in Google+ Help.
Ch4-11
Ch4-12
Ch4-13
2. Talk to PR.
Your next step should be a check-in with your
PR or corporate communications counterpart.
Social media works more like PR than traditional
advertising. A PR expert can help you understand
the portfolio nature of social media (placing lots
of little bets so one can pay off). In addition, there
may be a system in place for measuring earned
media that already has senior management buy-in.
Ch4-14
Ch4-15
Brian Solis
Ch4-16
Jason Falls
Ch4-17
Katie Paine
#dellsmb
Soci al Media Toolkit
Ch5-01
Ch.5
Practical advice:
getting started
with social
networks
Using Twitter Ch5-03
Using Facebook Ch5-12
Using LinkedIn for
business Ch5-23
Engaging with circles
on Google+ Ch5-29
Please note the following about your use of the Social Media Toolkit.
All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing this
content, it is your responsibility to satisfy yourself of any regulatory, legal or other issues that should be addressed in or prior to your use of social media. Dell cannot and
does not take responsibility for how you use the information presented here.
Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or its
employees, unless otherwise stated.
For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.
Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.
This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seeking
effective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing
this content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances,
cease to be available or continue availability in a form or manner different to how this material portrays them.
Ch5-02
Using Twitter
This chapter focuses on the best practices for getting your business
acclimated to social media with advice on Twitter, Facebook, LinkedIn
and Google+.
What is it?
Founded in 2006, Twitter was originally
used by early adopters as a simple and
informal way of answering the question:
What are you doing? Today, Twitter
is a sophisticated social tool boasting
over 100 million users worldwide in
September 2011.1
Essential reading
1. How to customize your
Twitter design
Advice from Twitter on making your
presence on Twitter personal to you.
2. How to create a custom
Twitter background
A step-by-step guide from HubSpot
on creating your own custom
background. Includes a video tutorial.
3. Twitter for business
Published by Twitter, this Web guide is
a foundational reference that is packed
full of advice, case studies, and tips
and tricks on using Twitter effectively.
Infographic Labs
Ch5-03
Twitter elements
If youve never seen a Twitter page before, take a look at the Dell SMB team page below.
Lets look at the major elements that form a Twitter page:
1. Profile: Bio information about the owner
of the account. Together with a photo or
other relevant image, this is an essential
element because it lets others know a
little about you. Its also important in the
decision-making process when deciding
whether to follow someone or not.
Ch5-04
Twitter on mobile
Twitter looks good on your smartphone as well (as these examples from an Android device
show), making it easy to use and interact with Twitter wherever you are.
There are many things you can do with Twitter other than write 140-character posts. For
example, Twitter is a great listening tool, enabling you to pay attention to topics and people
of interest in this social channel. And sometimes youll see a tweet that you just have to
share. Twitters retweet feature helps you quickly share that tweet with all your followers.
Ch5-05
Ch5-06
Twitter branding
Decide whether you want to change the design, colors and background image to match
your companys branding on the Design tab in Settings.
Public or private?
small group of people, for instance, where
you manually approve each request to
follow you, and where your tweets dont
appear in Twitter Search results, then private
would be your choice.
The point is, you do have a choice. For
more information, see the Twitter Help page
About Public and Protected Tweets.
Ch5-07
Setting up
Twitter
dosyour
and Twitter
donts account
There is no right or wrong way to use Twitter. But there is a more effective way, from a
business perspective. If youre using the service to build your brand and business, here are
best practice tips from Twitter to build your following, reputation and customers trust:
1. Share. Share photos and behind-thescenes info about your business. Even
better, give a glimpse of developing
projects and events.
8. Establish the right voice. Twitter users tend to prefer a direct, genuine and, of
course, a likable tone from your business, but think about your voice as you tweet. How
do you want your business to appear to the Twitter community?
Ch5-08
Ch5-09
Ch5-10
Ch5-11
Connecting on Facebook
What is it?
Although Facebook started in 2004 as an informal online networking site for U.S. college
students, the community today comprises people from every walk of life, 75% of whom
are outside the U.S. Increasingly, businesses and brands are developing presences on
Facebook as an effective means of engaging with fans and others, especially since the
network is often the primary place online where those fans are found.
But the real power of Facebook? The trust factor. Facebook users are more likely to like and
buy the things their friends buy, listen to the music they listen to, and engage in the same
activities they engage in.
Essential reading
Plan and objectives defined
Listen
Ch5-12
Superlatives abound
about Facebook
90
30 billion
average number of
friends per user.
pieces of content
each month.
pieces of content
shared by Facebook
users each month.
This chart was built with statistics from allfacebook.com, insidefacebook.com, facebook.com, internetworld.com
and Erik Qualman.
170
Ch5-13
Superlatives abound
about Facebook
Theyre your friends, family, co-workers. At some point in your life, they meant enough
to you that you went to the trouble of finding them on Facebook or accepting their
friend requests. Youre connected to these people, and they influence you (and vice
versa) because of that connection.
Ch5-14
Your account
To join Facebook, all you need is your name and an email
address. When you join the service, use your real name, not
an alias. Facebook is vigilant about identifying and removing
what it regards as fake accounts.
Do not create a personal profile for your business. Profiles
are for people; pages are for businesses. Facebook has built
significant functionality specifically for businesses, and all
this functionality is only available for pages.
Anyone can start a Facebook page or group. If you start a page for your business, Facebook
will verify the authenticity of the page ownership. Anyone can start a group about anything,
regardless of his/her relationship to the subject matter.
Fan pages (called pages) are pages you like, while group pages (called groups) are pages
you Join. At Dell, we prefer to create pages because these permit more open engagement
and community-building opportunities than groups do. (Groups also have size limitations that
pages dont.) Unlike groups, anyone can like a page to become connected with it and get
updates posted to his/her News Feed. There is no limit to how many people can like a page.
Ch5-15
How to create a
Facebook Fan Page
1. To begin, you must already have a Facebook account. If you dont, you can easily set one
up with your personal email account, if you have one. (Fan Pages keep your personal account
information private, just as they do for any other person liking your page). You can also set
up the account with your business email account. Go to www.facebook.com and fill out the
form on the homepage to set up a new account.
2. Once youve set up your Facebook account, go to www.facebook.com and log in to your
profile with your username and password.
3. Go to www.facebook.com/pages/create.php.
4. Choose an appropriate category from the drop-down list of choices, e.g., Computers/
Technology, Consulting/Business Services or Internet/Software.
For Name of Page, insert the name of your business.
5. Click on the Create Page button.
6. Add initial descriptive content. Complete the information page, for instance, with a
description of your company and what your business is about. Then add your House Rules.
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How to create a
Facebook Fan Page
7. Start adding community content to your Page. Here are some ideas to help you build it:
Avoid sending too many updates to your fans. Too many updates may cause your fans to
unlike your page.
Highlight new Facebook features when and if they are added. Talk specifically about how to
use new features and ask others to share their experiences with the new features.
Mention when your primary website is updated with new content, an upcoming event, etc.
Add links to connect visitors to your business website and your accounts on other social
sites (e.g., Twitter and YouTube).
Like other business, e.g., Dell and Dell Partner Facebook Fan Pages as well as third-party
fan pages that have topics similar to your page.
Monitor comments on your wall daily and respond to those posts that warrant it.
Encourage two-way communication. Delete comments that include personal attacks,
vulgarity or racial slurs, or that violate your pages House Rules (see separate guidance text).
But dont delete comments simply because they are critical rather, respond on the wall or
message the individual directly with additional information.
Ask staff and co-workers to Share or Post to your Facebook page. Ensure their
comments also follow the House Rules.
Include a link to your fan page in your email signature.
Include your social media information in promotional materials.
How to Create a
Facebook Business
Page HubSpots
step-by-step guide
to creating and
managing business
pages on Facebook.
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Elements of a successful
Facebook Fan Page
Consider the Dell Social Media for Business Facebook Fan Page shown below. Think
about the look and feel of your fan page. Put your design team to work. Have them
design the perfect profile picture for your page that reflects the combined personality
of your particular business and location, and your brand. Keep in mind most fans of
your page will interact with it from their own news feeds. Your profile image should
be clear and identifiable in its smallest form.
Not enough can be said about how much people judge your company by its online
appearance when it comes to online engagement. The look of your Facebook presence
extends beyond the profile image. The Share Preview is the content people see on their
news feeds when someone shares an article or page he/she "likes" with his/her friends.
The text on this preview should be compelling and the image enticing. The application
Facebook uses to generate these often pulls from the description metatag of your site
into Facebook. You should optimize this metadata for sharing on Facebook and also add
Facebook Share and Like buttons to your own website so you have a high level of
integration and cohesion between your website and your Facebook presence.
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Connecting on Facebook
Landing pages for fans vs.
non-fans
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Facebook tips
The adage keep it simple goes a long way. With that in mind, here are six ways for small
businesses to maximize their Facebook presences with minimum resources, prepared by
All Facebook: The Unofficial Facebook Resource:
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1. Company pages
frequently asked questions
Published by LinkedIn.
2. Guide to your company page
Download PDF how-to,
published by LinkedIn.
3. Groupsfrequently asked questions
Download PDF how-to,
published by LinkedIn.
For companies,
company pages present an opportunity to
reveal the human side of your company.
They provide a peek at the individuals behind
your brand and highlight how members use
your products. Your company page offers
tools to bring your brand to life.
Essential reading
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How to set up a
LinkedIn Company Page
1. Log in to your account on LinkedIn, click on the Companies link on the menu and
select Add a Company.
2. Complete the details requested to add your company name and email address. Note
the verification text you have to check to indicate your agreement (and see also
LinkedIns more detailed Requirements to Add or Edit Company Pages), and then
click Continue.
4. Once youve completed LinkedIns initial steps, your company profile will be visible to
the public.
3. Follow the rest of the LinkedIn wizards setup procedure to add a company description,
location information, a logo and more.
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How to set up a
LinkedIn Company Page
Your company page will present information in tabbed sections:
These pages are likely to appeal to larger companies in particular. For an example, see the
screenshot of the Dell career tab on its enhanced company page above.
A basic company page is free of charge as a benefit of your LinkedIn membership. LinkedIn
also offers premium (paid-for) company pages known as Custom Company Profiles that
offer you additional features, including adding videos, interactive polls and several
customization options for recruiting.
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How to set up a
LinkedIn Group
LinkedIn Groups provide a place for professionals in the same industry or with similar
interests to share content and find answers. Other options include posting and viewing
jobs, making business contacts, and establishing themselves as industry experts.
Unlike Company Pages, anyone can create a LinkedIn Group. Think of a LinkedIn Group
as similar to Facebook Fan Pages a key benefit of both is building community. You
can start a new group by filling out the fields on the Create a Group page. Youll be the
owner and manager of any group you create, but you can also assign other members to
be managers or moderators. To create a group, the steps are simple:
1. Click Groups in the menu at the top of your homepage. From the drop-down list,
select and click Create a Group.
2. Complete the fields on the setup page. A red asterisk means the information is
required.
3. As the final step, choose whether you want to create an open group or a membersonly group.
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LinkedIn tips
Venture capitalist, blogger, author and former Apple evangelist Guy Kawasaki offers 7 ways
to use LinkedIn. They include:
1. Acquire new customers through online recommendations and word-of-mouth.
Satisfied customers are the best source of new customers. Increase your
word-of-mouth referrals by asking your happy clients to write you a
recommendation, which will be published on your LinkedIn profile and
broadcast to their entire LinkedIn network.
2. Keep in touch with people who care most about your business.
Sites like LinkedIn help keep your business alive in the minds of the people
who care most about your business. LinkedIn is effective for two reasons:
the business intent of LinkedIn users and fewer status updates, which means
your business stays top of mind. Tip: You can also increase the impact of
your status updates by syncing your LinkedIn and Twitter accounts.
3. Build your industry network online and in person.
Search LinkedIns Groups Directory to find industry associations and
networks to take part in. For example, if youre in the event planning or
wedding industry, there are over 530 groups. In addition, LinkedIn also
publicizes popular events in your industry by calling out local events
that your connections are attending. Imagine being able to find industry
events that your prospective clients are attending.
4. Keep your friends close and your competition closer.
Soci al Media Toolkit
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LinkedIn tips
5. Get answers to tough business questions with a little help from your real friends.
Small business owners deal with challenging questions on a slew of
topics each day. LinkedIn Answers and Groups let you find answers
to those vexing questions quickly by tapping into the wisdom of your
network. (LinkedIn tells me there are over 200 different categories
on Answers, including one dedicated just to small business and over
2,000 groups on small business-related topics.) Wondering whether
your recent office purchase is tax deductible? Check out hundreds of
questions on related topics here.
Source: http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/.
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Essential reading
1. Google+ your business
Download PDF guide published
by Google.
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6. Check your
notifications on the
upper right side of the
screen. Look for the red
notification alert. You can
see who is following you,
any new comments, and
whether those you follow
are following you back.
9. Dont be afraid of
negative attention.
Posting a counterargument,
especially when it is
something you feel strongly
about, can generate some
buzz. When you do, be
ready to support your
position with facts and welldeveloped opinions.
4. Post occasional
coupons and specials.
That way, you can see if
people are engaging with
your posts. Be careful
about how often you post
specials or you may raise
the ire of the Google+
team, who discourage
blatant promotion.
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Source: http://www.inc.com/articles/201109/can-google-plus-help-your-business.html.
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