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Demystifying social media and blogging

Topics in this module. Why social media?. The roles of websites, blogs, and social media. Blogs and blogging. Social media platforms. Best practices – profiles, content, and posting. How do you measure success?.

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Demystifying social media and blogging

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Demystifying social media and bloggingSlide2

Topics in this module

Why social media?

The roles of websites, blogs, and social media

Blogs and blogging

Social media platforms

Best practices – profiles, content, and posting

How do you measure success?Slide3

Why social media and blogging?Slide4

The roles of websites, blogs, and social

Trainer Guidance

Websites, blogs and social should all be

parts of your social media marketing strategySlide5

Websites are for information and interactions


Product and services information

Company history

Contact information

Career information

News, offers, and events

Blog postings

Calls to action and offers

Landing pages

News and eventsSlide6

Blogs are for content and followers

Different than typical website content

Designed to establish credibility and thought leadership

Can dive into technical subjects or include your opinions

Blogging and social go hand in hand

Blogging gives you content to distribute

Social gives you distribution channels for that content

Drive traffic to your website

Blogging and social media are a great way to drive more traffic to your websiteSlide7

Social media is for conversations

Attract and engage your audience

Personal touch

Listen and communicate with them

Build relationships, prospects, clients, fans

Sharing and distributing content

Articles, client success stories, case studies, blogs, promoting events

Demonstrating expertise and thought leadership

Social can even improve SEOSlide8

Blogging promotes your credibility as a thought leader

Thought leadership = higher SEO rankings

Higher SEO rankings = more site visitorsSlide9

Setting up a blog

Make it part of your website and your brand



Consider multiple sections that:

Showcase your thought leadership

Showcase your technical expertise

Focus on a balance in overall design

Make it reflect your brand and website

Attractive and mobile-responsive design

Segmented and digestible copySlide10

Search Engine Optimize (SEO) your blog

Use keywords

In content, structure, and URLs

Use internal linking

To other blog posts

To other content on your site

Keep it fresh

Make it relevant, current, timely

Make it useful and informativeSlide11

You should use some/all these blog features

Featured posts:

A posting you want to draw attention

Recent Posts:

Links to recent blog postings


Enables visitors to search by keyword, tag, title, or category


Topical categories of various blog posting


Keywords that help SEO


Visitors receive blog posts in email


Organizes older blog postsSlide12

Followers, following, influencers, connections

Trainer Guidance


is about getting followers and following othersSlide13

Major s

ocial media snapshot







News, articles, and networking

Building relationships and staying in touch with customers


articles, and conversations


and articles

“How to” content and industry expertise

Best for

Business development and thought leadership

Building brand loyalty

PR and

thought leadership


Generating brand awareness




Limited B2B reach

140 characters or less


widely used



Use LinkedIn for

Millions of business-oriented users

Developing professional networks

Conveying thought leadership

Branding your company

Researching prospects or clients

Driving traffic to blogsSlide15

LinkedIn personal profile vs. company pages

Use company pages for

Your company information


Sharing content (blog, news etc..)

Product news

Job postings

Use personal profiles for

Your personal information

Connecting with people

Joining groups

Interacting with members of groups

Publish articles with links to blog, website

Sending personal messages

Interacting at a personal level

LinkedIn Sales Navigator for

sales prospecting Slide16

Use Facebook for


Event promotion

The lighter & more personal side of business

Photo libraries

Driving traffic to website

Trainer Guidance

Although Face

book is generally oriented around individuals,

it has a role for your business Slide17

Facebook company page vs. personal profile

Use company page for


Sharing Company Content (Blog/News etc..)

Product News

Use personal profile


Connect with friends

Share personal content Slide18

Use Twitter for


omposing easy-to-consume content

Posting micro-blogs linked to blog site

Promoting thought leadership

Company branding

Posting real-time news

Driving traffic to websiteSlide19

Use Google+ for


Driving traffic to website

Enhancing SEO through contentSlide20

Use YouTube for

Improve thought leadership credibility

Showcasing videos that you create

If a picture tells a thousand words, how many words does a video tell?Slide21

Best practices for profiles, posting, and contentSlide22

Regarding social media profiles and postings

Keep refining your profiles

Write in a conversational tone

Use dialogue and conversations

Focus on professionalism

Be seen as a thought leader

Don’t spam followers/connections

Don’t “sell” on your profileSlide23

Best practices for writing content

Focus on your audience – who, what for, and why

Think about your target persona, your objective, and your value proposition

Proper, professional grammar

Cite your sources and link when relevant

Industry jargon is OK

Moderate and respond to comments

Length, tone, and images

Be unique and have a personality

Don’t bash competition

Use images wiselySlide24

How often should you post?

(on the high-end)

Social media





20 times per month


1 post per work day. Mix your messages up into different LinkedIn groups and use both your company and personal page


1-2 per

day and 1 per weekend

Over posting ha

s been known to go against you with regards to engagements and likes


4-15 times per day

(not including retweets and likes)

Remember if

you are dealing with different time zones then you need to post accordingly


1-4 per day

The key

to Google+ is to use it to help with improving your SEO



per month


and timing play a big part, so make sure to mix it up until you find the right balance.Slide25

Use an editorial calendar

Define and control the schedule

Creating and publishing content

Regularly & consistently

Where & when you will publish

Keep it simple

Ideas for topics

Where & when to publish

Create content based on scheduleSlide26

Blogging and social media take commitment Slide27

Measure success

What are your objectives?

Getting leads

Increasing new sales

More website traffic

Nurture prospects through the buyer’s journey

Increasing followers

Increasing engagements

If you are not getting the results you want

do not stop

using social media. instead find a social media or blog consultant to review your strategy. Slide28


Blogs educate, inform, and establish thought leadership

Use each social media platform for its best purposes

Use them all to drive traffic to blog and website

Create and publish regularly and consistently

Get organized with an editorial calendar