The All-in-One

Social Media
EBOOK

The All-in-One
Social Media
Strategy Workbook
Strategy Workbook
The tools, networks, and tactics
The tools, to
you need networks,
succeedand tactics
you need to succeed
4 key strategy considerations
Understand who your customer is and where to find Set a goal for each social profile and identify
them online. My audience is comprised of women aged benchmarks for success. Ex: I want to increase new
25 to 35, so the primary social networks I should focus follower count on Facebook by 50 each month to
on (at least initially) are Facebook, Twitter, Pinterest, and amplify my brand and drive foot traffic to my brick-and-
Instagram. mortar business.

Create a mission statement for each social profile’s Develop a content strategy for each profile. Ex: I
purpose, tying this back to your business goals. Ex: I will want to post 2 unique images on Instagram each day to
use Twitter for customer service in order to promote increase engagement and positive sentiment around my
customer loyalty. brand.

Popular social networks

Number Demographic
Network More information
of users information

48% of users
Social network leader with
1.28 billion 65% female / aged 18-34,
Facebook largest audience, large focus on
users 35% male 31% aged
interaction with friends and family
35-54

Open network geared towards

255 million 62% female / 66% of users
Twitter conversations via short messages
users 38% male aged 15-34
(140 characters maximum)

Social network geared towards

300 million 39% female / 60% of users
LinkedIn building professional connections
users 61% male aged 25-54
to aid career development

All users Social network arm of Google’s

30% female /
Google+ 1 billion users have Google product offering, heavy visual
70% male
accounts focus.

45% of users A place to build virtual collections

70 million 83% female /
Pinterest between of visual content pertaining to
users 17% male
35-54 personal interests

90% of users
300 million 68% female /
Instagram under 35 years Platform for sharing visual content
users 32% male
old

Reaches more
Predominant
U.S. adults Platform for hosting and sharing
YouTube 1 billion users user base is 18-
than any cable video content
34 years old
network

80% of users
45 million 40% female / Social network focused on geo-
Foursquare between 18-43
users 60% male location based interaction
years old
Best practices for top social networks

Network Focus Frequency Tip

Facebook Quality 5-10 per week Aim for 2 posts per day to keep audience interested

Twitter Quantity 3-5 per day One per hour is optimal

Formal,
LinkedIn technical 2-5 per week LinkedIn posts get more traction during the work week
content

Content Your posts give Google more content to index and

Google+ 1 per day
relevancy enhance SEO rankings

Compelling
storytelling Pin both original content and repin engaging
Pinterest 3-4 per day
through content from other users
images

Rich There is no real fatigue with posting but ensure

Instagram 1-2 per day
imagery consistency week after week
Setting up a profile image Facebook

Social media profiles for businesses are like storefronts.

Without a professional, brand-appropriate image (along
with a short, information-rich bio), your content might
851 x 315
not get the attention it deserves. A profile with a strong 180 Cover Image
x
image can also build trust in your company overall and
180
help maintain the brand’s visual style. Profile Image

Twitter

1500 x 1500
400 Cover Image
x
400
Profile Image

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5 strategies that will help drive engagement

Tips on how to increase

engagement

Twitter:

Tweets that contain photos average a 35% boost

in retweets. Remember to keep messages at least
20 characters under the limit to allow for retweets
1. Create dialogue with your audience by following up
and comments.
on comments on your published content.
Facebook:
a. Build a private list of Twitter users you’ve engaged
with and continue to build on those relationships. Short text posts are being favored by Facebook’s
There is great potential to turn contacts into algorithm, which means they show up more
customers. frequently. However, the algorithm may change—
and your audience may change how they interact
b. Engage in deep listening. with Facebook posts that use shorter amounts
of text—so it’s worth adjusting your engagement
i. Monitor for @mentions and be timely. 71% of strategy as needed.
consumers who receive a quick brand response are
LinkedIn:
more likely to recommend that brand to others.
Engage your audience by asking relevant
ii. Listen to keywords relevant to your brand and questions and be sure to follow up on comments
industry, and proactively reach out to potential as soon as possible to keep the conversation
customers. going, whether the comments are on your
company page, in specific groups, or your
2. Measure what content your audience is engaging
published posts.
with most to learn what works.
Google+:
3. Share, mention, and compliment other people’s
content that you like. You will create new Try posting “how-to” posts tailored to your
relationships and add value to your own content by audience, as these have been shown to be most
showing that you’re engaged as well. successful on the Google+ platform.
4. Attach images to your Tweets to help improve Instagram:
engagement. Tweets with photos average a 35%
boost in retweets. Remember: you’re posting about your brand, so
share authentic, brand-specific “insider” photos for
5. Participate in Twitter Chats to learn from others higher engagement rates.
and converse with your audience.

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Hashtags for brand awareness

#
Create a hashtag specific to your business and use it
as your central business tag on every social channel
(ex: KitKat uses #HaveABreak to connect the traditional
candy bar slogan with the company’s social efforts).

Encourage people to share your hashtag. When your

customers share photos of your product, you receive
authentic images of real people enjoying your business.

Monitor the hashtag across your social networks

and engage with or respond to customer mentions.
Quick action is integral: customers expect immediate
responses on Twitter (1 to 2 hours). #relevant
Use the magnifying glass icon (search) on the right side
of your Hootsuite dashboard to see if your hashtags are
being used by anyone else. (Or a tool like RiteTag.)

Create campaign-specific hashtags to spread the word

#
on contests or promotions.

How to discover trending

content
Hashtags are a great way to discover what people are
talking about on social media. It is important, though, to
know the dangers of wading into a topic that could turn
negative. Check out our How to Use Hashtags blog post
for best practices and tips.

Find trending topics on Twitter and Google+ (these #specific

trends are often happening simultaneously on
Facebook and Instagram) that you can track by creating
streams in your Hootsuite dashboard to monitor for
the associated hashtags.

Tag relevant keywords relating to a product or service

#
(#roomforrent), lifestyle (#recipeoftheday), event (#TEDTalk),
or location (#EastVan) to expand your reach to a qualified
user group searching for this type of content.

Be specific with your hashtags. Targeting a smaller

audience interested in your topic gives you a greater
chance of improving engagement and sentiment around
your brand.

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Pro Tip
Develop and nurture your following without burdening the audience by following the rule of thirds when it
comes to social content:

‹‹33% should promote your business, convert readers, and generate profits.

‹‹33% should surface and share ideas from thought leaders/pioneers in your industry or like-minded businesses.

‹‹33% should be based on conversing with others and building your brand through engaging with people.

Sticking to the rule of thirds will keep your audience engaged, informed, and interested in what you have to say.

The Rule of Thirds:

SHARE PROMOTE
Industry news and your product or service
useful tips

BALANCED
MESSAGE

CONVERSE
interact with others

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