Post on 03-Jul-2015
Leveraging Facebook & Twitter for Your Small Business
Jonathan Arehart, President & CEO, Cavendo
Erin DeWaters, VP, Communications, Fairfax Chamber
The Business Case
What the Statistics Say…
• 67% of Internet users are using social networks
• 59% are on Facebook
• 16% use Twitter
– Highly educated; opinion leaders; urban
Source: Pew Internet Project
What It Means for Marketers….
• New pathways to customers
• Timeless/searchable
• More interactive/dynamic/real time
• More linked and social
• Conversational model
Rules of the Road
Twitter– Tweet = 140 characters or less– @= people, businesses, non-profits, products, etc.– #= discussion topics. The list of top trending topics is available
from the home screen in the left column – RT = Retweet. This is a way to share something that someone
else has posted– MT = modified tweet. You have retweeted what someone else
has posted, but made changes.– Reply = reply. You can reply directly to a specific tweet posted by
someone else. The conversation becomes viewable.– Direct messages: You can send direct messages via Twitter. You
can use this if asked a question you feel more comfortable answering privately.
– Twitter automatically shortens hyperlinks now, but if you ever need to do it manually, use www.tinyurl.com.
Facebook– There is not a limit to the length of content– There IS a big difference between your profile and the ECW Fan
page• Profile = personal• Fan page = primarily business/event-related• For your particular business, however, the lines are a little more
blurred– Evaluate whether your Twitter will go to your profile or your fan
page • Recommendation: send it to the fan page
– Multimedia is king on Facebook. • Use the camera on your phone and post the photos. • Facebook is also a great place to post audio/video
Growing Your Pages
TwitterObjective 1: Increase number of followers
– Tactic: Golden Rule: do unto others as they would do unto you. Follow others to be followed
– Tactic: Add content consistently. Tag others’ handles (@) and contribute to conversations (#)
Objective 2: Tweet with existing & potential clients– Tactic: Every time you get a business card, check Twitter and hit follow– Tactic: Follow & communicate with your current clients (something as simple as wishing
them luck on a presentation or meeting they’ve posted about is an interaction you didn’t have before)
Objective 3: Capitalize on your affiliations and activities – Tactic: Follow and communicate with groups you belong to. If they re-tweet you, you
have reached more people and likely gained followers– Tactic: Follow and communicate about/with news and industry outlets you read
regularly. – Tactic: If you do a TV interview, post about it! If you make a presentation, post about it!
Volunteering? Post about it!
FacebookObjective 1: Increase number of friends
– Tactic: Upload contact list to Facebook
– Tactic: “Friend” current clients and contacts regularly (and accept their requests)
Objective 2: Increase number of fans pages
– Tactic: Feed Twitter feed to this page for consistent content updates
– Tactic: Link from your website and marketing emails to this page rather than your profile
Objective 3: Utilize Facebook as a place for multimedia content
– Tactic: Upload photos
– Tactic: Upload audio segments
– Tactic: Upload video
Content & Upkeep
• Don’t let your sites go dormant
• Respond to questions/feedback/interactions
• Promote your sites!– Website
– Email signature
– Marketing products
Advertising Options
– Geographic targeting
– Industry targeting
– Demographic targeting
– “Likes” = communication channels
– New analytics
– New sophistication
Thank you!Jonathan Arehart, President & CEO, Cavendo
jarehart@cavendo.comErin DeWaters, VP, Communications, Fairfax Chamber
edewaters@fairfaxchamber.org