SOCIAL MEDIA BUSINESS BASICS

BY EMILY BANKS

I am help manage digital marketing for Silly Farm and a number of other companies.

Hello!I Am Emily Banks

You can contact me at emily@sillyfarm.com

STEP 1 IS DETERMINING WHY YOU ARE GOING TO SPEND YOUR TIME ON SOCIAL MEDIA

WHAT IS YOUR GOAL?

GOAL EXAMPLES

To connect with people and have fun

To attract more business/ increase bookings

To get your name out there in the community

Your goals drive all your actions. Pick one main goal and start there.

Sometimes a bunch of little goals fall under one big goal.

● Facebook groups

● Popular hashtags

● Trending topics

● Baseline and ongoing

analytics

Research Your Industry

● Make sure you have one

● All information consistent

and legible

● Check from mobile

● Linked to your personal

page

● Invite your friends to like

the page

Facebook Business Page

● Who

● Where do they look for

information

● What matters to them

● When are they online

Know Your Audience

CHECKLIST

The average amount of time a user spends on facebook

Number of users

The amount it costs to start one

1.25 hours

2,500,000,000

$0

Why you need a facebook business page

1. On your personal facebook go to “Pages” on the left hand side

2. Click “Create a page” in the upper right hand corner

3. Select “Business or Brand”4. Enter information about your

business

To create a Facebook Business

Page:

FACEBOOK BUSINESS PAGE CHECKLIST

Up to date contact information

Inviting Banner Image

Clear profile picture

Description of services

Area serviced

View your page as a desktop/ mobile visitor

Link business page to personal page

Invite everyone you know to like it

Quick and easy to find call to action button

DETERMINING WHAT YOU POST, HOW OFTEN YOU POST, AND WHERE YOU POST HEAVILY DEPENDS ON WHO YOU ARE

POSTING FOR.

WHAT DO I POST?

The most important step to creating content that drives

engagement, interactions, and overall business is defining WHO the

person is that is supposed to see it.

Know your Audience

ANSWER THESE QUESTIONS

What other interests would this type of person have?

What matters most to that person?

Where does this person find their information?

What time of day is this person normally online?

Who are you trying to reach?

What other alternatives to your business might this person be looking for?

Guidelines to create good content● Find a way to connect with your audience

● Facebook recommends posting 2-3 times per

week

● High-quality images and videos, simple, real

● Teach, entertain, inform, or inspire

● Make them smile, make them think, or improve

their lives in some way

● Write down the message you want to convey

and start from there

● Where will this be posted?

THINKING RESEARCHING ENGAGING

TIME MANAGEMENT

SOCIAL MEDIA SCHEDULE EXAMPLE

1. Engage authentically

2. Answer people back, follow up with

someone, reach out to someone

3. Analyze your metrics

4. Tend to anything time sensitive

5. Post on your story

6. Create/ schedule content

Organic ways to engage● Local facebook groups

● Look up local event calendars and directories

● Comment, like, share other posts

● More personalized

● Important to keep a pulse on the industry and

post content/ engage with trending topics

● Local groups allow you to advertise on specific

dates

Organic● Important to pre-schedule content to maintain

consistency

● Pre-planning content gives you more time to put

thought into it and make the post perfect

● Content is posted on important dates, no matter

how busy you are

Scheduling

SCHEDULING VS. ORGANIC

HOW TO INCREASE YOUR ENGAGEMENTS

WAYS TO WORK WITH THE FACEBOOK ALGORITHM

Do not post content that could get you “down-ranked”

Post when your audience is online

Use facebook insights to know more about your audience

Post high-quality content

Post frenquently/ consistently- at least 2-3 times a week

Leverage facebook groups

Turn organic wins into paid ads

Drive traffic from other sources

Start conversations that get people talking

Pick a time interval to review your

metrics and determine what is

working, and what should be

changed

ReviewStart with baseline metrics

of where you are before

you start actively engaging

Baseline

MEASURE, ASSESS, REVISE

Thanks!You can write me at: emily@sillyfarm.com

Any questions?

Next class:Paid advertising, SEO, and using other

communication channels (mailchimp, print ads, Google/ Yelp reviews) and more!