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!"#$%#$&
1he AMA LxecuLlve Culde Lo Soclal Medla Success ln 2012 .................................................................. 2
1he SLaLe of Soclal Medla 2012 .............................................................................................................. 3
CMCs Are unprepared for Soclal Medla - Are ?ou? ............................................................................. 4
Soclal Medla urlves 8uslness ................................................................................................................. 6
8efore ?ou 1ake Lhe lunge ................................................................................................................... 7
Soclal Medla SLraLegy: Where Lo 8egln ................................................................................................. 8
Soclal Medla SLraLegy CuLllne ................................................................................................................ 9
8oadmap for a Successful Soclal Medla SLraLegy ................................................................................ 10
1. SLraLeglc LducaLlon and Cb[ecLlve SeLLlng ............................................................................... 10
2. ueLermlne ?our 8lsk roflle ..................................................................................................... 11
3. undersLand your Audlence (Lhe ConversaLlon) ....................................................................... 12
4. Soclal Medla ConLenL: CreaLe, CuraLe or 8e-CreaLe? ............................................................... 14
3. Soclal Medla MarkeLlng lnLegraLlon ......................................................................................... 16
6. AnLlclpaLe CorporaLe CulLure ShlfL/Shock ................................................................................ 17
7. Assess ?our 8esources and CapablllLles ................................................................................... 18
8. CreaLe and ueploy a Soclal Medla ollcy ................................................................................. 19
9. ueLermlne Soclal Medla CapaclLy and CommlLmenL ............................................................... 20
10. Choose Soclal Medla 1ools & 1acLlcs ................................................................................... 21
11. CreaLe Soclal Medla SysLems ............................................................................................... 22
12. Measure, 8eporL 8evlew And 8evlse ................................................................................... 23
Soclal Medla Channels & laLforms ..................................................................................................... 24
Soclal Medla Channels MaLrlx .............................................................................................................. 23
lacebook .......................................................................................................................................... 26
Llnkedln ............................................................................................................................................ 28
1wlLLer .............................................................................................................................................. 31
8logs ................................................................................................................................................. 33
vldeos, ?ou1ube and Medla Sharlng ............................................................................................... 33
hoLo, Slldeshow and Medla Sharlng LnvlronmenLs ....................................................................... 36
Colng 8eyond Lhe AMA LxecuLlve Culde Lo Soclal Medla ................................................................... 37
MusL-lollow Soclal Medla 8logs: ..................................................................................................... 37
Soclal Medla MusL-lollows on 1wlLLer: ........................................................................................... 37

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1he AMA Lxecut|ve Gu|de to Soc|a| Med|a Success |n 2012
Welcome Lo Lhe AMA Lxecut|ve Gu|de to Soc|a| Med|a Success |n 2012! Soclal medla ls a vasL and
nuanced Loplc and Lhe relaLlve brevlLy of Lhls whlLepaper prohlblLs us from golng lnLo greaL depLh
on each and every soclal medla channel, Lool, slLe and app. Powever, Lhls gulde wlll provlde you,
Lhe markeLlng declslon maker, wlLh crlLlcal lnformaLlon wlLh enough deLall Lo seL Lhe course for your
new soclal medla program or Lo assess and reflne your exlsLlng program.
lurLher, Lhls gulde ls meanL Lo prepare you for your soclal medla [ourney wlLh an execuLlve-level
undersLandlng of how Lo leverage once of Lhe greaLesL organlc markeLlng LoolseLs ever devlsed. ?ou
wlll walk Lhrough Lhe soclal medla plannlng process, explore Lhe besL pracLlces for each of Lhe
speclflc soclal medla Lools and learn Lhe essenLlal crlLerla you wlll need Lo know Lo maxlmlze your
resulLs. ?ou wlll also flnd some concreLe examples of organlzaLlons LhaL have experlenced success
wlLh soclal medla markeLlng.
See you ln soclal medla!
1weeL or lacebook us your soclal medla successes!
1wlLLer: [markeLlng_power
lacebook: hLLp://www.facebook.com/AmerlcanMarkeLlng

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1he State of Soc|a| Med|a 2012

lew markeLlng channels have seen as much rapld change, growLh and evoluLlon as soclal medla ln
Lhe pasL few years. 2011 was Lhe year LhaL soclal medla markeLlng wenL maln sLream, and we're noL
looklng back. 2012 ls Lhe year LhaL markeLers wlll seek Lo close Lhe soclal medla performance gap by
acceleraLlng Lhelr soclal medla programs, reflnlng and focuslng Lhe purpose of Lhelr soclal medla
sLraLegy, lnvolvlng Lhe enLerprlse ln conLenL developmenL and maklng meanlng wlLh Lhe meLrlcs
avallable across Lhe soclal channels.

MarkeLers are also movlng soclal medla from a campalgn model Lo a core capablllLy wlLhln Lhelr
organlzaLlon. A 2011 8ooz & Company sLudy found LhaL Lhough soclal ls noL on Lhe agenda of many
CLCs, nearly 40 of survey respondenLs reporLed LhaL ls lL a CLC-level agenda lLem. 1hls Lrend
suggesLs LhaL soclal medla has moved beyond belng a fad" for many of Lhese companles, and lL ls
vlewed more as a hlgh poLenLlal buslness Lool.

1haL sald fear and apprehenslon sLlll pervade Lhe markeLlng halls of mosL companles. ln facL, as
recenLly as 2011, l8M found LhaL 68 of CMCs belleve LhaL Lhey are unprepared for soclal medla
followed by 63 who feel unprepared for Lhe growLh ln channels and devlces, whlch, when you
conslder LhaL accordlng Lo comScore 31 of uS smarLphone owners 31.7 of Luropean smarLphone
owners accessed lacebook on Lhelr devlce ln Lhe Lhree-monLh perlod endlng !une 2011.

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CMCs Are Unprepared for Soc|a| Med|a - Are ou?

I|gure 1 - Source: I8M

Soclal medla comes wlLh lLs own seL of challenges LhaL would-be soclal medla markeLers would be
wlse Lo conslder before embarklng on a full-fledged soclal medla enabled brand presence. lurLher,
Lhere are plaLform-speclflc rules, such as Lhe lacebook romoLlon Culdellnes, along wlLh Lhe Ad
Culdellnes, Lhe laLform ollcles and all oLher appllcable lacebook pollcles, whlch govern your
communlcaLlon abouL or admlnlsLraLlon of any conLesL, compeLlLlon, sweepsLakes or oLher slmllar
offerlng (each, a "promoLlon") uslng lacebook. Lach soclal medla channel has a nuanced eLlqueLLe
LhaL markeLers musL heed ln order Lo connecL wlLh Lhe respecLlve Lrlbes" LhaL each neLwork
aLLracLs.

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Soc|a| Med|a |s an Investment of 1|me

Moreover, soclal medla ls also noL a free" promoLlonal Lool. ln facL, Lhe person hours dedlcaLed Lo
soclal medla can be slgnlflcanL for any buslness, and Lhose, of course, are noL free. 1haL sald, Lhe
2011 Soclal Medla MarkeLlng lndusLry 8eporL by Mlchael SLelzner proved LhaL Llme ls a !"# %&''"%%
()'*+, for soclal medla markeLers. Spend more t|me (wlsely, of course) and you're llkely Lo see
greaLer resulLs. Pow much ls enough? Well, Lhe sLudy found LhaL Lhose who spend aL leasL 6 hours
per week are almosL Lwlce as llkely Lo see leads generaLed as Lhose who spend 3 or fewer hours. So,
Lhere ls lurLher, accordlng Lo Lhe LxhlblLor Magazlne sLudy, abouL 10 percenL of markeLers are
dedlcaLlng more Lhan 21 hours per week Lo soclal medla markeLlng!

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Soc|a| Med|a Dr|ves 8us|ness

Accordlng Lo a reporL by PubSpoL called -." /*)*" +( 012+&13 4),!"*516 7897 found LhaL Lhe use of
soclal medla and company blogs as markeLlng Lools are useful ln securlng brand exposure for your
company buL Lhey also generaLe leads LhaL resulL ln real cusLomer acqulslLlon. ln facL, b|ogs and
soc|a| med|a produce the |owest average cost per |ead accordlng Lo PubSpoL's research!

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8efore ou 1ake the |unge
WheLher you've been ln soclal medla for monLhs, years or mere mlnuLes, before you dlve any
deeper a reallLy check ls ln order. A 2011 Parvard 8uslness 8evlew arLlcle enLlLled :.)*;% <+&, /+'5)=
4"35) /*,)*"6# ouLllned Lhe four maln ways ln whlch companles allgn Lhelr soclal medla sLraLegy Lo
connecL wlLh cusLomers.
red|ct|ve ract|t|oner - An organlzaLlon has a slloed approach Lo soclal medla wlLh clear
ob[ecLlves seL aL Lhe llne of buslness level. Lach pro[ecL can be Lracked back Lo a speclflc
buslness lmpacL.
Creat|ve Lxper|menter - 1hese companles value learnlng from soclal medla as Lhe hlghesL
ob[ecLlve and poslLlon Lhelr soclal medla efforLs as experlmenLs wlLh less concreLe
expecLaLlons for ouLcomes.
Soc|a| Med|a Champ|on - 1he soclal medla champlons are well organlzed wlLh cenLral
conLrol of soclal medla efforLs, deflned pollcles and guldellnes aL Lhe enLerprlse level and
may have even creaLed soclal medla cenLers of excellence Lo share besL pracLlces across Lhe
organlzaLlon.
Soc|a| Med|a 1ransformer - CrganlzaLlons on Lhe Soclal Medla 1ransformer paLh have
enLered Lhe realm of soclal buslness and see soclal medla as a Lrue parLnershlp beLween
company and cusLomer. Soclal medla has become a way of dolng buslness and groups are
acLlvely engaged ln furLher exploraLlon lnLo how soclal medla can lnform and Lransform
emerglng buslness sLraLegy.
8efore you Lake Lhe plunge lnLo your soclal medla sLraLegy, lL ls worLhwhlle Lo Lake sLock of Lhe
purpose for your soclal medla program and allgn your organlzaLlon wlLh one of Lhe four sLraLeglc
orlenLaLlons above.

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Soc|a| Med|a Strategy: Where to 8eg|n

Whlle Lhls e-book ls all abouL how Lo be successful wlLh soclal medla, Lhe paLh Lo success sLarLs well
ln advance of seLLlng up your flrsL soclal channel.
now ls a good Llme Lo begln asklng some quesLlons abouL how soclal medla wlll flL lnLo your markeLlng mlx.
1hese are [usL some of Lhe quesLlons LhaL you should ask aL Lhls polnL.
! Why ls soclal medla of lnLeresL Lo us?
! uo we belleve soclal medla wlll have an lmpacL? lf so, ln whaL way?
! WhaL assumpLlons do we have abouL soclal medla? WhaL abouL our execuLlves?
! Who do we wanL Lo reach and why?
! ls our lndusLry ahead of Lhe curve, behlnd lL, or ln Lhe mlddle?
! Pow do we as a company feel abouL openlng up Lhe dlalogue wlLh our cusLomers?
! WhaL are our measures for success? (quallLaLlve and quanLlLaLlve)
! Pow much Llme and money are we expecLlng Lo dedlcaLe Lo Lhls?
! WhaL pracLlces do we see from our peers/compeLlLors LhaL we'd llke Lo emulaLe?

We lnLended Lhls e-book Lo be an execuLlve prlmer on soclal medla, and one quesLlon LhaL's ofLen asked aL
AMA soclal medla evenLs, even from organlzaLlons wlLh acLlve soclal medla channels, ls how Lo creaLe a proper
soclal medla sLraLegy. Whlle we're noL golng Lo cover Lhe enLlreLy of creaLlng a soclal medla sLraLegy ln Lhls
gulde, we wlll furnlsh you wlLh Lhls ouLllne and some besL pracLlces Lo help you work Lhough Lhe necessary
parLs of a soclal medla sLraLegy for your organlzaLlon. 1hls ouLllne, along wlLh Lhe explanaLlon of Lhe Lop soclal
medla Lools LhaL follows, should glve you an edge over compeLlLors who are sLlll fumbllng around wlLh
random acLs of soclal medla."

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Soc|a| Med|a Strategy Cut||ne
1he Soclal Medla SLraLegy CuLllne ls Lhe sLarLlng polnL for every greaL soclal
medla program. Cf course, Lhere are as many models for soclal medla sLraLegy
as Lhere are books on Lhe sub[ecL, buL Lhe compleLeness of Lhls model should
glve Lhe markeLlng declslon maker a solld fooLlng ln soclal medla.

1) Cb[ect|ve
a. WhaL do you wanL Lo accompllsh
wlLh soclal medla?
2) k|sk rof||e
a. WhaL ls your Lolerance for rlsk ln
soclal medla?
3) 1arget Aud|ence
a. Who musL you reach wlLh your
soclal medla efforLs Lo meeL your
ob[ecLlve? Why Lhls LargeL group?
4) Soc|a| Med|a Content
a. WhaL key polnLs do you wanL Lo
make, whaL conLenL does/can your
organlzaLlon creaLe Lo fuel soclal
medla lnLeracLlons?
b. WhaL/who wlll be Lhe 'volce of Lhe
organlzaLlon' ln soclal medla?
S) Integrat|on
a. Pow wlll your soclal medla sLraLegy
supporL and enhance your
markeLlng & lnLerneL sLraLegy?
6) Cu|ture Change
a. Pow wlll you geL your organlzaLlon
Lo embrace your soclal medla
sLraLegy?

7) Lnterpr|se Soc|a| Med|a Assessment
a. ueLermlne how soclal medla lmpacLs
each deparLmenL ln Lhe organlzaLlon
Lhrough ln-depLh lnLervlews and
deparLmenL-level assessmenLs.
8) o||cy
a. WhaL ls our pollcy for engagemenL ln
soclal medla?
9) Capac|ty and kesources
a. Who wlll lmplemenL your
organlzaLlon's soclal medla sLraLegy?
b. Pow wlll capaclLy and resources
affecL Lhe organlzaLlon?
10) 1oo|s & 1act|cs
a. WhaL soclal medla and web 2.0
LacLlcs and Lools besL supporL your
ob[ecLlves and maLch your LargeLed
audlence?
11) Soc|a| Med|a Systems
a. WhaL sysLems and processes need Lo
be creaLed Lo supporL an enLerprlse-
class soclal medla sLraLegy?
12) Measurement & Metr|cs
a. WhaL hard daLa polnLs or meLrlcs
wlll you use Lo Lrack your ob[ecLlves?
Pow ofLen wlll you Lrack? uo you
have Lhe sysLems and Lools seL up Lo
Lrack efflclenLly?

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koadmap for a Successfu| Soc|a| Med|a Strategy
1he soclal medla sLraLegy roadmap ls deslgned as a gulde Lo follow durlng your
soclal medla sLraLegy [ourney.

1. Strateg|c Lducat|on and Cb[ect|ve Sett|ng
CeLLlng Lo know whaL you don'L know abouL soclal medla ls a greaL flrsL place Lo sLarL. lrom Lhere,
Lhere are myrlad conferences, books, weblnars and all manner of educaLlonal vehlcles LhaL one can
leverage Lo learn everyLhlng you and your Leam need Lo know ln order Lo move forward and make
sound declslons abouL your soclal medla sLraLegy and LacLlcal plan. l advocaLe LhaL brands flnd Lhelr
uelLa connecLlon" - undersLand Lhe gap" LhaL you're Lrylng Lo flll beLween your currenL markeLlng
sLraLegy and Lhe new markeLlng" of Lhe world of soclal medla.
Cnce you have a sense of Lhe posslble, Lhe probable and are sLarLlng Lo geL your arms around Lhe
doable, lL's Llme Lo formulaLe your goals and buslness ob[ecLlves for soclal medla. Pere are few
quesLlons Lo conslder:
a) uo you wanL Lo use soclal medla for llsLenlng or for ouLreach?
b) Pow wlll you leverage your brand asseLs Lo maxlmlze presence ln Lhe soclal medla
envlronmenL?
c) uo you wanL Lo use soclal medla Lo geL lnpuL on your producL developmenL?
d) WhaL are our measures for success? (quallLaLlve and quanLlLaLlve)
The goal of this step is to understand whats out there, whats possible and to give you some fodder for
formulating your social media vision. You should also begin to outline what you expect from social
media as input to your overall strategy.

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2. Determ|ne our k|sk rof||e
lnsofar as your rlsk proflle ls concerned, many companles have employed Lhe 3-8 LesL for enLerlng
soclal medla. 1hey look aL Lhelr k|sk proflle, kesources requlred and kewards expecLed Lo
deLermlne how well poslLloned Lhey are Lo leverage soclal medla. Pere are a few quesLlons Lo
conslder as you assess Lhe rlsk:
a) Pow do we as a company feel abouL openlng up Lhe dlalogue
wlLh our cusLomers?
b) WhaL do we percelve as Lhe blggesL obsLacles Lo our adopLlon of
soclal medla pracLlces?
c) WhaL lf people say negaLlve Lhlngs abouL our company?
d) WhaL lf one of our employees shares someLhlng proprleLary or [usL sLupld or embarrasslng
abouL our company?
The goal of this step is to determine your tolerance for the potential risks that go along with social
media.

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3. Understand your Aud|ence (the Conversat|on)
lnLernally, some organlzaLlons go back and forLh on wheLher or noL Lhls should be flrsL, buL you need
Lo undersLand soclal medla and geL Lo know yourself" by seLLlng a vlslon, goals and ob[ecLlves
before you Lurn ouLward and look Lo your cusLomers and exLernal sLakeholders.
Whlle soclal medla ls all abouL conversaLlon, lL's also abouL people and conLenL. !usL as you would
noL go Lo an ln person meeLlng wlLh a prospecL or Lo a neLworklng meeLlng Lo connecL wlLh oLher
professlonals wlLhouL a clear sense of who you are and whaL value you add Lo Lhe world, you
wouldn'L enLer soclal medla wlLhouL Lhe same level of personal undersLandlng.
1haL sald, Lhls ls Lhe polnL where you engage ln onllne soclal medla llsLenlng Lhrough 8SS feeds, blog
searches and 1wlLLer searches Lo deLermlne how lnvolved your poLenLlal audlence ls and where
Lhey're hanglng ouL. Ask Lhese quesLlons abouL your cusLomers:
a) WhaL are our cusLomers dolng onllne? ls soclal medla relevanL Lo Lhem?
b) Who do we wanL Lo reach and why?
c) WhaL do we wanL from Lhem and whaL do we wanL Lhem Lo do?
d) WhaL are we glvlng back (value) LhaL has noLhlng Lo do wlLh our producL/servlce?
e) WhaL daLa do we wanL/need Lo gaLher durlng our efforLs?
By this point, you want to have a clear understanding of what your customers and prospects are doing
with social media and begin to formulate some idea of how your brands entrance into the space is
valuable and useful to them.

1he followlng dlagram was produced by Lhe flrm lsobar and ls a useful dlagnosLlc Lool Lo help
undersLand Lhe soclal and dlglLal medla prowess of your cusLomers.

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?ou mlghL also flnd lL lnLeresLlng Lhe cusLomer expecLaLlons ln soclal medla revolve around
reclprocaLlon, ln LhaL Lhey expecL" someLhlng for Lhelr Llke" or lollow", as evldenced by Lhls
research on lacebook users from LxacL1argeL.

!"# %&'" ()*%#+*#% !"# ,%-.#"/ 0'-.+-1 %2 3+24'5# 627+ 87"%21#+" -*0 82117*'%6 1#19#+":

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4. Soc|a| Med|a Content: Create, Curate or ke-Create?
1he slngle mosL lmporLanL Lhlng ln Lhe soclal medla sLraLegy, afLer Lhe sLraLegy lLself, of course, ls
Lhe soclal medla conLenL plan. ln facL, lf you glossed over everyLhlng else ln your sLraLegy buL nalled
Lhe conLenL plece, you'd be much furLher ahead Lhan mosL markeLers. 1haL sald, conLenL ls sLlll a
challenge for mosL and Lhere are few easy ways around lL. So leL's dlve rlghL ln.
urpose
1he conLenL plan wlll serve as a way Lo guaranLee and faclllLaLe a consLanL flow of new, orlglnal
conLenL Lo Lhe webslLe, publlcaLlons, and soclal medla. 1he conLenL plan wlll Lallor each
communlcaLlons channel Lo a speclflc audlence, Lo avold excesslve and repeLlLlve posLlng. ln order
Lo keep readers lnLeresLed and engaged.
Aud|t-|an-8u||d-Grow: A Methodo|ogy for Content Strategy
ConLenL ls one of Lhe LoughesL anlmals ln soclal medla Lo geL our arms around. ln Lhe lnLeresL of
sanlLy, we're adapLlng a useful model poslLed by redlcaLe, LLC LhaL glves us a slmple framework Lo
use Lhen Lhlnklng abouL conLenL for soclal medla. 1here are oLher meLhodologles ouL Lhere (one for
each of Lhe many books wrlLLen Lhe sub[ecL, ln facL) whlch means Lhere ls no deflnlLlve
meLhodology, buL Lhe slmpllclLy of Lhls one makes lL very aLLracLlve for mosL markeLers.
Aud|t hase
1he audlL phase conslsLs of a conLenL audlL, creaLlng an lnvenLory of LhaL conLenL and analyzlng Lhe
gaps ln conLenL where some should be creaLed.
|an hase
ln Lhe plan phase, you geL lnLo creaLlng and overall conLenL sLraLegy (whaL geLs creaLed, why, and
when), and creaLe Lhe plan Lo mlgraLe your lnvenLory of conLenL lnLo soclal medla over Llme .
8u||d hase
1he bulldlng phase ls exlLlng ln LhaL we geL Lo sLarL framlng up Lhe conLenL LhaL we'll creaLe (ouLllne,
lnLervlew sub[ecL maLLer experLs, eLc.) and deploy Lhe ma[or keywords and copy phrases LhaL deflne
Lhe brand.
Grow hase
1he Crow phase ls where we flnallze Lhe rolllng edlLorlal calendar whlch deLermlnes whaL geLs
publlshed, when we publlsh, ln whaL channels and so forLh. 1he Crow phase ls also Lhe place where
Lhe ma[orlLy of day-Lo-day conLenL ls developed or reflned based on Lhe conLenL we have ln
lnvenLory. Some brands even creaLe a brand sLyle gulde Lo keep conLenL creaLors on Lrack, and on
message.

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I|gure 2 - Source: http:]]www.dopedata.com]2009]07]23]pane|-on-the-content-||fe-cyc|e-at-razorf|sh]

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S. Soc|a| Med|a Market|ng Integrat|on
Soclal medla ls no longer an afLerLhoughL or bolL-on componenL Lo a markeLlng sLraLegy, and mosL
markeLers geL LhaL. AL leasL llp servlce ls pald Lo soclal medla lnLegraLlon. Powever, when soclal
medla geLs lLs booLs on Lhe ground lnslde a company, Lhere ls sLlll much work Lo be done Lo ensure
LhaL soclal medla ls effecLlvely lnLegraLed lnLo Lhe day-Lo-day markeLlng acLlvlLles.
lor example, [usL because Lhe markeLlng v ls on board, doesn'L mean LhaL all of Lhe producL
managers have consldered Lhe powerful role LhaL soclal medla can Lake ln Lhelr upcomlng producL
launches. lL ls lncumbenL on markeLlng leadershlp ln Lhe organlzaLlon Lo conLlnue Lo educaLe and
evangellze on soclal medla and Lo provlde guldance on how besL Lo lnLegraLe soclal medla lnLo
markeLlng campalgns and sLraLegles.

Once you bring social media into the organization, you must continue to seek ways to integrate it with
ongoing and future marketing campaigns.

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6. Ant|c|pate Corporate Cu|ture Sh|ft]Shock
1hls sLage ls a reallLy check for mosL organlzaLlons. undersLandlng how your Leam, your sales force,
your dlsLrlbuLors and oLher sLakeholders wlll reacL Lo soclal medla ls an lmporLanL sLep ln maklng
your soclal medla sLraLegy a reallLy. lor some companles, Lhls ls a non-lssue. Powever, for many,
especlally larger, more conservaLlve organlzaLlons, Lhls ls someLhlng Lo be sLudled and Lhoroughly
undersLood.
a) uo our employees engage ln soclal medla ln Lhelr personal llves? WhaL level of famlllarlLy
can/should we expecL?
b) uoes our lnLernal audlence undersLand Lhe buslness poLenLlal of soclal medla, or are Lhey
skepLlcal?
c) WhaL are Lhe blggesL fears/heslLaLlons LhaL we have as a company abouL uslng soclal medla?
d) Pow deLalled do we need Lo be abouL our communlcaLlon pollcles?
e) Are we empowerlng our employees Lo respond aL Lhe polnL of need, regardless of Lhelr
role? ls Lhere a chaln of command"?
The change process map on the following page illustrates some of the pitfalls and highlights of taking
the organizations down any new path, including getting involved in social media.

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7. Assess our kesources and Capab|||t|es
1he asLuLe markeLer wlll work on forglng sLrong relaLlonshlps wlLh l1, legal, P8 and Lhe oLher
sLakeholders LhaL can be lmpacLed by a brand's lnvolvemenL ln soclal medla. CeLLlng all of Lhese
people ln a room Lo dlscuss your progress so far, Lhe goals LhaL you've puL forLh, Lhe cusLomer
poLenLlal and Lhe raLlonale LhaL you've developed for why Lhe company needs Lo pursue soclal
medla wlll glve you a clear vlew of whaL you have Lo work wlLh and whaL work you sLlll need Lo do Lo
geL Lhe organlzaLlon allgned behlnd Lhe soclal medla program. 1here are a few quesLlons Lo ask aL
Lhls polnL:
a) Pow much Llme and money are we expecLlng Lo dedlcaLe Lo Lhls?
b) Can we afford Lo keep parL of our allocaLed $ budgeL flexlble Lo respond Lo evolvlng needs?
c) lf we're successful wlLh soclal medla, can we scale our lnLeracLlons Lo conLlnue Lo meeL
hlgher expecLaLlons? Pow?
d) Are we flexlble enough wlLhln roles/responslblllLles Lo shlfL Lhem as needed Lo
accommodaLe whaL we learn from soclal medla?
Getting everyone in your organization aligned on the goals, objectives, outcomes and roadblocks and
working toward them as a team is the milestone for this phase.

Convene our 1eam
ln order Lo creaLe greaL soclal medla sLraLegy, you nexL need Lo assemble your Leam. ln facL, Lhe
mosL conslsLenL and long-sLandlng soclal medla efforLs enLall havlng Leam members from across Lhe
enLerprlse. Conslder Lhe followlng deparLmenLs when bulldlng your sLraLegy. Cf course, your
organlzaLlon wlll dlffer, as Lhese are [usL a few of Lhe llkely deparLmenLs ln Lhe average organlzaLlon.
" Market|ng
" 8us|ness Deve|opment
" numan kesources
" Customer Serv|ce
" kesearch & Deve|opment
" Sa|es
" 1ra|n|ng
" Informat|on 1echno|ogy (I1)
" Lega| ] k|sk Management
" Corporate Commun|cat|ons

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8. Create and Dep|oy a Soc|a| Med|a o||cy
Soclal medla pollcy ls unlque Lo every slngle organlzaLlon and many organlzaLlons have already
creaLed greaL pollcles LhaL gulde and lnsLrucL Lhelr employees on how Lo engage ln soclal medla.
Powever, soclal medla remalns an area of markeLlng llke no oLher where we see Lhe lnLersecLlon of
personal proflles and corporaLe ob[ecLlves Lake cenLer sLage. CrganlzaLlons need Lo keep a pulse on
Lhe changes ln soclal medla and remaln flexlble ln Lhelr pollcy reflnemenLs.
lor Lhose seeklng a soclal medla pollcy, Lhls gulde Lhe breadLh and depLh of whaL's lncluded ln a
pollcy and cannoL Lake Lhe place of sound legal counsel. ?ou can revlew hundreds of sample pollcles
aL
" LducaLe as well as gulde
" rovlde lnsLrucLlve lnpuL Lo equlp people wlLh baslc new medla knowledge
" ComplemenL an exlsLlng code of conducL
" LducaLe on", respecL and enforce
prlvacy guldellnes
" SeL consLrucLlve boundarles
Create a I|rst kesponder rogram
ln addlLlon Lo soclal medla pollcy, wlse
organlzaLlons have worked ouL Lhe response
process Lo ensure LhaL soclal medla
commenLary, quesLlons, feedback and
crlLlclsms are dealL wlLh swlfLly, approprlaLely
and wlLhln Lhe brand sLandards of Lhe
organlzaLlon.
8e transparent. 8e open and honesL
ln all communlcaLlon.
8e eth|ca|.
8e re|evant. Share lnformaLlon and
perspecLlves LhaL are valuable Lo Lhe
onllne communlLy
ersona||ze and be personab|e.
Address negat|ve d|scuss|on head-
on.
Court evange||sts & advocates.
Get your organization on the same page with a well-crafted policy and a thorough first responder
program.

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9. Determ|ne Soc|a| Med|a Capac|ty and Comm|tment
Cne of Lhe ma[or Lrends LhaL soclal medla research ls polnLlng Lo and one way Lo close Lhe
performance gap beLween soclal medla programs LhaL are wlldly successful vs. mlldly successful ls Lo
devoLe an approprlaLe amounL of Llme Lo Lhe efforL. ln facL, Lhe one Lhlng LhaL separaLes many
soclal medla programs ls Lhe level of Llme and commlLmenL LhaL an organlzaLlon brlngs Lo bear on
Lhelr soclal medla program.
" Who wlll lmplemenL your organlzaLlon's soclal medla sLraLegy?
" Can you allocaLe a mlnlmum of flve hours per week Lo your sLraLegy?
" uo you need any ouLslde experLlse Lo help lmplemenL your sLraLegy?
" (uo Lhey know your lnLenLlons?)
" AcLlvlLy: ueLermlne who wlll do your conLenL updaLes and soclal medla engagemenL.


Social media marketing research has proved that time is a key success factor for social media marketers.
Spend more time (wisely, of course) and youre likely to see greater results.

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10. Choose Soc|a| Med|a 1oo|s & 1act|cs
A well-crafLed sLraLegy, a sound LacLlcal plan LhaL's execuLed llke you mean lL, and Lhe rlghL cholce of
soclal medla Lools and channels wlll seL you aparL from your compeLlLors ln rapld fashlon, brlng
qulck and meanlngful feedback lnLo your program and aLLracL Lhe followlng ln soclal medla LhaL
you're seeklng.
LaLer ln Lhls gulde you'll flnd references Lo Lhe 8lg lour" channels ln soclal medla, buL aL Lhe
sLraLegy level, we slmply wanL Lo undersLand a few Lhlngs abouL whaL soclal medla Lools we mlghL
use.
" Where are our cusLomers aL? WhaL soclal slLes do Lhey use or hang ouL on?
" WhaL can your organlzaLlon supporL?
" Where are your compeLlLors and where are Lhey acLually geLLlng resulLs?
" WhaL's your rlsk/reward proflle and are you wllllng Lo experlmenL regularly wlLh new
channels?
CommlLmenL Lo dlsclpllned follow Lhrough (blogglng dally, LweeLlng regularly, posLlng frequenLly,
creaLlng meanlngful conLenL, engaglng ln meanlngful dlalogue) wlll brlng your sLraLegy Lo llfe and
esLabllsh momenLum more Lhan any comblnaLlon of soclal medla Lools wlll ever do. Whlle Lhe soclal
medla Lools and channels capLure mosL of Lhe spoLllghL, your focus should remaln on sLraLegy.
nub and Cutpost Strategy
Cne addlLlonal Lhlng Lo conslder abouL your soclal medla sLraLegy ls Lhe Lrled and Lrue (aL leasL ln
soclal medla) Pub and CuLposL conflguraLlon. 1hls slmply means LhaL your soclal medla presence ls
deflned by Lhe maln conLenL vehlcle aL Lhe cenLer (usually a blog) and Lhe ampllflcaLlon channels
around Lhe perlphery.

The prioritization exercise will help you decide what to do first (next actions) when launching your
social media tactical plan and putting energy into the execution will ensure a no excuses rollout.

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11. Create Soc|a| Med|a Systems
1here are many greaL soclal medla managemenL Lools on Lhe markeL, yeL accordlng Lo !oe Cernov,
Soclal Medla SLraLeglsL aL Lloqua, Soclal Medla ManagemenL SysLems are sLlll polnL soluLlons." !oe
ls spoL-on and Lhere sLlll ls no clear-cuL leader when lL comes Lo a slngle sysLem for managlng your
mulLl-proflle, mulLl-geography, mulLl-neLwork soclal sLraLegy. Soclal sLraLeglsLs sLlll need Lo lnLegraLe
dlsparaLe sysLems. Some are even bulldlng Lhelr own.
8egardless of Lhe LoolseL chosen, each organlzaLlon needs Lo creaLe processes and sysLems around
Lhelr soclal medla efforL Lo ensure smooLh workflow and efflclency.

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12. Measure, keport kev|ew And kev|se
Measurlng soclal medla performance, on boLh quanLlLaLlve and quallLaLlve scales, ls an essenLlal
acLlvlLy. Powever, clear Lhlnklng abouL 8eLurn on lnvesLmenL (8Cl) ls Loday's greaLesL challenge and
Lhus greaLesL opporLunlLy for soclal medla markeLers. ln splLe Lhe currenL pressures on markeLlng
deparLmenLs Lo [usLlfy Lhelr expendlLures and dellver 8Cl, and alarmlng number of companles have
commlLLed Lo soclal medla efforLs wlLhouL flrsL esLabllshlng parameLers for deflnlng soclal medla
success, clear-cuL meLrlcs and accounLablllLy measures.
" arLlclpaLlon
" Sales
" 8eglsLraLlons
" 8eferrals
" Llnks (Lhe currency of Lhe soclal web)
" voLes
" 8educLlon ln cosLs and
processes
" uecrease ln cusLomer lssues
" Lead generaLlon
" Converslon
" 8educed sale cycles
" lnbound acLlvlLy
Soclal medla measuremenL comes wlLh lLs own seL of challenges, whlch ls parL of Lhe reason for Lhe
currenL slLuaLlon. Classlc measures of reach and frequency of Lhe old medla world wlll no longer
sufflce and Lhe nascenL measuremenL concepLs llke engagemenL" are noL unlversally undersLood
and dlffer from agency Lo agency and brand Lo brand. neverLheless, esLabllshlng basellnes before
enLerlng soclal medla and Lhen lLeraLlng on Lhe meLrlcs as you move forward ls a sure way Lo gauge
success, even lf you can'L flL your soclal medla meLrlcs lnLo a Lldy spreadsheeL on day one.
Metrics vary, but many companies have measured social and digital media success by adapting their
metrics to the Reach, Acquisition, Conversion and Retention (RACR) model popularized by a number of
Internet marketers over the past several years.

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Soc|a| Med|a Channe|s & |atforms
Soclal medla ls made up of a myrlad of channels, Lools, slLes and appllcaLlons. ln Lhls gulde we cover
Lhe 8lg llve (lacebook, 1wlLLer, ?ou1ube, Llnkedln and 8logglng) and make reference Lo oLhers. As
you can see by Lhe volume of logos and secLors of soclal medla ln Lhe Soclal Medla ConversaLlon
rlsm, soclal medla ls a vasL, nuanced and ever changlng landscape of Lools, slLes and apps!

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Soc|a| Med|a Channe|s Matr|x
1he followlng charL ls a parLlal llsL of soclal medla plaLforms wlLh Lhe leadlng brand ln each caLegory, along
wlLh Lhe sLrengLhs and weaknesses of each channel.
Soc|a| Med|a
|atform
Strengths Weaknesses
lacebook

" ~830 mllllon acLlve users (leb 2012)
" uemographlc shlfL 18-23 Lo 23-34
" 8rand pages creaLe fan lnLeracLlon
" urlve Lrafflc Lo hub slLe conLenL
" lncrease search resulLs for brand
" 8equlres fan engagemenL efforL
" SeparaLlng personal and brand us
Llnkedln

" 130 mllllon acLlve professlonals
" ersonal brandlng and conLacLs
" uemonsLraLe LhoughL-leadershlp
" Llnkedln Croups and Answers
" Crowlng number of appllcaLlons
" Smaller user base Lhan lacebook
" rofesslonal connecLlon versus
" company brandlng orlenLaLlon
1wlLLer

" 463 mllllon acLlve users (May 2011)
" lollowers have common lnLeresLs
" Culck engagemenL wlLh followers
" urlve Lrafflc Lo hub slLe conLenL
" 8eal Llme monlLorlng of keywords
" Message llmlL 140 characLers
" Cverwhelmlng sLream of LweeLs
" 8alanclng frequency and relevance
8logs (8logger,
Wordpress, 1umblr,
osLerous)

" Cver 200 mllllon blogs - popular soclal
medla acLlvlLy
" AblllLy Lo share long-form conLenL
" Long lasLlng SLC beneflLs
" LsLabllsh a brand volce
" ConnecL Lo soclal neLworks and 1wlLLer
" 1lme consumlng Lo wrlLe
" 1hlnkers don'L always LranslaLe
lnLo LhoughL leaders
vldeo (?ou1ube,
usLream, vlmeo)

" vldeos are mosL engaglng conLenL
" PlghesL vlral campalgn poLenLlal
" vldeos are powerful brandlng Lools
" PosL and share vldeos wlLhouL l1
" lncrease search resulLs for brand
" 8edlrecLlng Lrafflc from vldeos Lo
" hub slLe conLenL
" roducLlon of vldeos
" oLenLlal for lnapproprlaLe conLenL
hoLo Sharlng
(lllckr, lacebook
hoLos)

" hoLos are mosL ofLen used conLenL
" urlve Lrafflc Lo hub slLe conLenL
" 8ulld lnbound llnks Lo hub slLes
" lncrease search resulLs for brand
" Lasy Lo use lnLerface
" Low cllck Lhrough raLe Lo hub slLe
" 8equlres keyword Lagglng sLraLegy
resenLaLlon
Sharlng (Slldeshare)

" LargesL presenLaLlon sharlng slLe
" PosL and share exlsLlng conLenL
" Caln brand exposure
" Lmbed wlLh keyword-rlch llnks
" urlve Lrafflc Lo hub slLe conLenL
" LoLs of conLenL Lo compeLe wlLh
" 8equlres keyword Lagglng sLraLegy
uocumenL Sharlng
(Scrlbd)

" LargesL documenL sharlng slLe
" PosL and share exlsLlng conLenL
" Caln brand exposure
" Lmbed wlLh keyword-rlch llnks
" urlve Lrafflc Lo hub slLe conLenL
" LoLs of conLenL Lo compeLe wlLh
" 8equlres keyword Lagglng sLraLegy
lnLeresL

" lasL growlng lmage-based soclal
neLworklng plaLform
" lnLegraLes well wlLh 1wlLLer and
lacebook
" Made up of 80 women
" PlL 10 mllllon u.S. monLhly unlques
lasLer 1han Any SLandalone SlLe Lver
" SLlll ln 8eLa
" oLenLlal legal challenges wlLh
lmagery re-posLlng
" 8rands sLlll flgurlng ouL usage
model

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Iacebook
www.facebook.com
http:]]www.facebook.com]Amer|canMarket|ng

What |t Is:
lacebook ls Lhe largesL soclal neLwork ln Lhe world wlLh more Lhan 800 mllllon users sLrong (Lhlnk abouL how
many of Lhose are your cusLomers!). lL has Lhe poLenLlal Lo be a powerful markeLlng and selllng Lool aL your
dlsposal.

Why |t's Important:
Lverybody ls on lacebook. ?our frlends. ?our famlly. ?our colleagues. And yes, even your cusLomers. ln facL,
you mlghL [usL be surprlsed aL how many of your cusLomers are on (and uslng) lacebook for buslness
purposes. A recenL sLudy by >,25*,+1 found LhaL 8 ln 10 lacebook users prefer Lo connecL wlLh brands on
lacebook!

now |t Can ne|p:
lf you Lruly wanL Lo meeL your cusLomers where Lhey're aL, you need Lo be on lacebook. lL's Lhe perfecL soclal
neLwork Lo help bulld relaLlonshlps wlLh cusLomers and prospecLs. lrom posLlng greaL new producL phoLos Lo
compelllng lnsLallaLlon phoLos, vldeos and more, Lhe posslblllLles are Lruly endless.

need more convlnclng? AbouL one-Lhlrd of Lhose polled ln a ower8evlews sLudy lndlcaLed LhaL soclal medla
makes a slgnlflcanL lmpacL on Lhelr purchaslng declslons. ln oLher words, Lhey're Lurnlng Lo lacebook Lo asslsL
Lhem ln Lhelr purchaslng declslons.

What ou Shou|d Do. Now:
CreaLe a lacebook 8rand age. CreaLe a conLenL plan Lo ensure dally engagemenL on your page and focus on
dellverlng Lhe value LhaL cusLomers seek Lhrough soclal medla.

8est ract|ces:
" 8e yourse|f. Maybe LhaL's wlLLy. erhaps lL's sarcasLlc. LlLher way, lL's you. And LhaL's whaL
your cusLomers love. So be yourself. Always.
" 8e br|ef. keep your updaLes shorL. lacebook ls noL Lhe place Lo posL paragraphs and
paragraphs of producL specs and borlng Lechnlcal [argon. lL's a place Lo posL qulck nuggeLs
of lnformaLlon. hoLos. vldeos. 1hlngs your cusLomers wlll wanL Lo llke" and share wlLh
Lhelr colleagues and lacebook frlends.
" 8e v|sua|. Look, your cusLomers are busy. So lnsLead of posLlng a message on lacebook
wlLh a Lhousand words, posL a plcLure and leL Lhe phoLo do Lhe Lalklng for you.
" 8e courteous. WaLch Lhe frequency of posLs on any ma[or brand's lacebook page. ?ou
don'L wanL Lo overwhelm your cusLomers wlLh posLs. As a general rule of Lhumb, 3-3 posLs
per day ls sufflclenL. A recenL sLudy shows LhaL lacebook usage splkes aL 11:00 a.m., 3:00
p.m. and 8:00 p.m. L1. 1ry Lo posL your updaLes durlng Lhose Llmes Lo lnsure LhaL your
users acLually see your posL.
" 8e a trusted expert. Look for any opporLunlLy Lo demonsLraLe your value as a LrusLed
experL for your cusLomers. Share your knowledge. Share posLs from your blog (lf you have
one) and lndusLry organlzaLlons.

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Iacebook 1|me||ne: What ou Need to know 1oday

lacebook wlll roll ouL Lhe new 1lmellne" conflguraLlon now presenL on personal pages Lo all
lacebook brand pages by March 30
Lh
. As markeLers conslder how Lo adapL Lhelr lacebook presence
Lo Lhe new formaL, Lhere are slx key Lhlngs LhaL you should know Loday.

1. Updated Look and Iee|

1he formaL of 1lmellne for brands ls qulLe slmllar Lo 1lmellne for personal proflles. lL employs a
cover phoLo aL Lhe Lop of Lhe age, and Lhe age ls separaLed lnLo Lwo maln columns by a dlvldlng
llne, whlch represenLs Lhe passage of Llme.

2. keduced 1ab V|s|b|||ty

1he 1lmeLlne formaL does noL have Lhe lefL-slde menu of llnks, whlch could lnclude dozen of
dlfferenL Labs. Whlle appllcaLlons sLlll exlsL, Lhey'll dlsplay dlfferenLly, ln recLangular panels
underneaLh Lhe cover phoLo.

3. No Defau|t Land|ng age

WlLh Lhe new 1lmellne age formaL, you wlll no longer be able Lo seL a defaulL landlng age, a
favored feaLure for many savvy brands. 1he opLlon was one of Lhe prlmary ways Lo conLrol Lhe flrsL
(branded) lmpresslon a user encounLered. 1hls wlll drasLlcally change user lmpresslons when Lhey
flrsL vlslL a brand's 1lmellne age.

4. New Way to Ieature Content

Cne ma[or new feaLure of 1lmellne ls Lhe ablllLy Lo pln" cerLaln posLs Lo Lhe Lop of Lhe 1lmellne.
Maklng lacebook slmllar Lo marklng a blog posL sLlcky," so LhaL lL remalns aL Lhe Lop of a blog for a
speclfled perlod of Llme, plnnlng a posL Lo Lhe Lop of 1lmellne allows lL Lo precede any oLher
conLenL. A plnned posL ls dlsLlngulshed by a small, orange flag.

S. Current 1ab Content and App||cat|ons 8ecome Cutdated

1he new 1lmellne layouL dlsplaces lacebook's exlsLlng age Lab conflguraLlon (lncludlng a Lab's 320-
plxel wldLh), and replaces lL wlLh a new 810-plxel layouL. As a resulL, exlsLlng age Lab conLenL wlll
look cenLered ln Lhe mlddle of Lhe 810-plxel layouL wlLhouL any ad[usLmenLs. All appllcaLlons LhaL
remaln on a brand's age wlll need new appllcaLlon lcons (Lhe new dlmenslons are 11174).

6. r|vate Messages 8etween 8rands and Users

WlLh 1lmellne, brands wlll be able Lo send and recelve prlvaLe messages wlLh users. 1hls allows for
Lhlngs llke lacebook CusLomer Servlce lnlLlaLlves and deeper consumer lnLeracLlon

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L|nkedIn
www.llnkedln.com
hLLp://www.llnkedln.com/company/16262 (AMA Company age)

What |t Is:
Llnkedln ls Lhe world's largesL professlonal neLwork wlLh more Lhan 130 mllllon members and
growlng rapldly. Llnkedln connecLs you Lo your LrusLed conLacLs and helps you exchange knowledge,
ldeas, and opporLunlLles wlLh a broader neLwork of archlLecLs and lnLerlor deslgners. lL's such a
powerful neLwork LhaL many sales professlonals are lncorporaLlng Llnkedln proflle u8Ls wlLh Lhelr
buslness cards.
Why |t's Important:
WheLher you're wlnnlng new cllenLs or bulldlng your professlonal repuLaLlon, Llnkedln connecLs you
Lo your colleagues, sales leads and ldeal buslness parLners. WlLh lLs powerful search englne and
company research Lools, Llnkedln ls Lhe place Lo Lurn for new opporLunlLles. And besL of all, your
cusLomers are uslng lL. ln facL, mosL research pegs Llnkedln as one of Lhe Lop lead generaLlon Lools
ln soclal medla, referrlng Lo lL as Lhe professlonal's lacebook."
now |t Can ne|p:
Llnkedln can be a very powerful buslness-neLworklng Lool-one LhaL no markeLlng or sales Leam
should be wlLhouL. Pere are some valuable ways Llnkedln can brlng value Lo your role:
rospect|ng. ?ou can locaLe and lnLroduce yourself Lo declslon makers ln Lhe accounLs you are
LargeLlng. CommunlcaLlng Lhrough Llnkedln makes you 30 Llmes more llkely Lo geL a response Lhan
Lhrough a dlrecL emall or phone call. Also, you can learn a loL abouL your prospecL by readlng Lhelr
proflle (whaL Lhey're currenLly worklng on, Lhelr employmenL hlsLory, who Lhey recommend and
who recommends Lhem, where Lhey wenL Lo school, Lhelr personal lnLeresLs, eLc.).
Improve our Connectab|||ty. MosL new users puL only Lhelr currenL company ln Lhelr proflle. 8y
dolng so, Lhey severely llmlL Lhelr ablllLy Lo connecL wlLh people. ?ou should flll ouL your proflle llke
lL's an execuLlve blo, so lnclude pasL companles, educaLlon, afflllaLlons and acLlvlLles.
8oost our I|ndab|||ty. Are your cusLomers searchlng for you onllne? 1haL's where flndablllLy comes
ln. Pavlng a compleLe proflle on Llnkedln wlll drasLlcally lmprove your flndablllLy on Coogle. ?ou can
lnclude up Lo Lhree u8Ls ln your proflle LhaL are lndexed by Coogle and oLher search englnes, as well
as creaLe your own Llnkedln u8L LhaL ls searchable.
1hought Leadersh|p. Llnkedln has a C&A secLlon where members can ask quesLlons abouL several
perLlnenL Loplcs. 1hls ls a greaL place Lo geL some of your mosL presslng quesLlons answered. And, lf
you are Lrylng Lo esLabllsh yourself as a LhoughL leader (l.e.: LrusLed experL), Lhls ls Lhe place for you
Lo posL answers Lo oLhers who have posLed quesLlons. When dolng so, you are allowed Lo lnclude
u8Ls and llnks Lo supporL your answer, helplng you Lo boLh promoLe your company and lmprove
your SLC.

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What ou Shou|d Do. Now:
CreaLe your Llnkedln proflle and geL Lhe proflle Lo 100 compleLe, lncludlng a professlonal phoLo
and recommendaLlons. Llnkedln's research reporLs people wlLh compleLe proflles are 40x more
successful aL succeedlng ln Llnkedln Lhan people wlLh lncompleLe proflles.
CreaLe or Lake conLrol of your company page. ln 2011 Llnkedln began allowlng companles Lo have
more conLrol over Lhelr company pages lncludlng Lhe ablllLy Lo posL updaLes as a company, llsL
producLs and servlces, posL careers and vlew sLaLlsLlcs on page vlslLorshlp and lnLeracLlon.
8est ract|ces for 8u||d|ng our L|nkedIn rof||e:
1hlnk of your Llnkedln proflle as an lnLeracLlve buslness card and noL a slmple onllne resume. lL's a
summary of your professlonal experlence, lnLeresLs and capablllLles LhaL ls deslgned Lo aLLracL Lhe
aLLenLlon of lmporLanL people who are searchlng for you onllne.
1. Craft an |nformat|ve prof||e head||ne?our proflle headllne glves people a shorL, memorable
way Lo undersLand who you are ln a professlonal conLexL. 1hlnk of Lhe headllne as Lhe slogan for
your professlonal brand.
2. D|sp|ay an appropr|ate photo8emember LhaL Llnkedln ls noL lacebook or MySpace. lf you
choose Lo posL a phoLograph - and we recommend LhaL you do - selecL a professlonal, hlgh-
quallLy headshoL of you alone.
3. Show off your educat|on8e sure Lo lnclude lnformaLlon abouL all lnsLlLuLlons you've aLLended.
lnclude your ma[or and mlnor lf you have one, as well as hlghllghLs of your acLlvlLles.

4. Deve|op a profess|ona| summary statement?our summary sLaLemenL should resemble Lhe
flrsL few paragraphs of your besL-wrlLLen cover leLLer - conclse and confldenL abouL your goals
and quallflcaLlons. resenL your summary sLaLemenL ln shorL blocks of LexL for easy readlng.
8ulleL polnLs are greaL, Loo.

S. I||| your "Spec|a|t|es" sect|on w|th keywordsSpeclalLles" ls Lhe place Lo lnclude key words
and phrases LhaL a cllenL or prospecL mlghL Lype lnLo a search englne Lo flnd a person llke you.

6. Update your status week|yA greaL way Lo sLay on oLher people's radar screens and enhance
your professlonal lmage ls Lo updaLe your sLaLus aL leasL once a week. 1ell people abouL evenLs
you're aLLendlng, ma[or pro[ecLs you've compleLed, professlonal books you're readlng, or any
oLher news LhaL you would Lell someone aL a neLworklng recepLlon or on a qulck caLch-up
phone call.

7. Io|n and part|c|pate |n profess|ona| groups |n your |ndustry!olnlng Croups ln your professlon,
your lndusLry and ln Lhe lndusLrles and professlons of your cllenLs ls a perfecL way Lo flll ouL Lhe
professlonallsm of your proflle and show your deslre Lo connecL Lo people wlLh whom you have
someLhlng ln common.

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8. Co||ect d|verse recommendat|onsnoLhlng bullds credlblllLy llke Lhlrd-parLy endorsemenLs.
1he mosL lmpresslve Llnkedln proflles have aL leasL one recommendaLlon assoclaLed wlLh each
poslLlon a person has held. 1hlnk abouL sollclLlng recommendaLlons from cllenLs, colleagues,
employers, and professlonal menLors.

9. C|a|m your un|que L|nkedIn UkL1o lncrease Lhe professlonal resulLs LhaL appear when people
Lype your name lnLo a search englne, seL your Llnkedln proflle Lo publlc" and clalm a unlque
u8L for your proflle (for example: www.llnkedln.com/ln/yourname). 1hls also makes lL easler Lo
lnclude your Llnkedln u8L ln your emall slgnaLure, whlch ls a greaL way Lo demonsLraLe your
professlonallsm.

10. Share your workA flnal way Lo enhance your Llnkedln proflle ls Lo add examples of your
deslgn work, or oLher accompllshmenLs by dlsplaylng u8Ls or addlng Llnkedln AppllcaLlons. 8y
lncludlng u8Ls, you can dlrecL people Lo kl's soclal channels. 1hrough AppllcaLlons, you can
share a owerolnL of a recenL presenLaLlon Lo a local assoclaLlon.

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1w|tter
www.LwlLLer.com
www.LwlLLer.com/markeLlng_power

1wlLLer ls a Web servlce LhaL allows Lhe subscrlber Lo broadcasL shorL messages Lo oLher subscrlbers
of Lhe servlce. 1he appeal of 1wlLLer ls boLh lLs lmmedlacy and lLs porLablllLy. osLs are a brlef 140
characLers - and can be wrlLLen and recelved by a varleLy of devlces lncludlng cell phones. AlLhough
mosL 1wlLLer broadcasLs are posLed as LexL, some servlces allow phoLo, vldeo or audlo posLs.
What |t Is:
1wlLLer ls a servlce for frlends, famlly, and co-workers (and especlally archlLecLs and lnLerlor
deslgners) Lo communlcaLe and sLay connecLed Lhrough Lhe exchange of qulck, frequenL messages.
eople wrlLe shorL updaLes, ofLen called "1weeLs" of 140 characLers or fewer. 1hese messages are
posLed Lo your proflle or your blog, senL Lo your followers, and are searchable on 1wlLLer search.
Why |t's Important:
1wlLLer ls boomlng ln popularlLy. And noL [usL wlLh your frlends, famlly and colleagues. 8uL also wlLh
consumers who value Lhe real-Llme naLure of 1wlLLer, especlally for cusLomer servlce. Accordlng Lo a
recenL survey from 01*",5+, ?"%561 magazlne, S6 percenL of deslgn professlonals use soclal medla
slLes llke 1wlLLer for deslgn lnsplraLlon and producL ldeas. And one-Lhlrd of Lhose polled ln 01*",5+,
?"%561;% sLudy also sald new producL lnLroducLlons are exLremely helpful Lo Lhem on a
manufacLurer's lacebook or 1wlLLer page.
now |t Can ne|p:
ln addlLlon Lo glvlng you anoLher soclal plaLform Lo connecL wlLh your cusLomers and prospecLs,
1wlLLer can help you lmmensely as a markeLlng declslon. Pere are oLher ways 1wlLLer can help you
ln your role:
Strengthen ex|st|ng profess|ona| and |ndustry re|at|onsh|ps. 8y followlng Lhe AMA and
your colleagues and cusLomers, you'll be up-Lo-speed on whaL Lhey're up Lo
professlonally. ?ou can also follow promlnenL lndusLry organlzaLlons Lo sLay currenL on
all Lhlngs lndusLry relaLed. MosL players ln Lhe ma[or medla and lndusLry medla and
publlcaLlons are on 1wlLLer as well.
Lxpand your profess|ona| network. 8y paylng aLLenLlon Lo messages on 1wlLLer, you can
see who people you're worklng wlLh are worklng wlLh (Lhlnk new sales leads). lf Lhe
dlscusslon ls lnLeresLlng enough, you mlghL flnd an lndlvldual or lndusLry relaLed
organlzaLlon you'd llke Lo follow on 1wlLLer.
Increase your know|edge base. ay aLLenLlon Lo whaL Lhe ma[or soclal medla
organlzaLlons and LhoughL leaders are LweeLlng abouL and Lune ln Lo your cusLomers'
LweeLs. ?ou'll see whaL ls lmporLanL and more lmporLanLly, whaL you can be LweeLlng
abouL, as well.

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What ou Shou|d Do. Now:
lollow Lhe AMA on 1wlLLer and follow some of Lhe ma[or soclal medla LhoughL leaders laLer ln Lhls
gulde. lf you're noL followlng yeL, you're mlsslng ouL on counLless LweeLs LhaL you can easlly Lurn
around and share wlLh your cusLomers and new buslness prospecLs.
1w|tter 1erm|no|ogy
1weet. When you posL or wrlLe your 140 characLers on 1wlLLer and hlL send, lL's called a
LweeL or LweeLlng
nand|e. 1haL's your LwlLLer name. lor example, Lhe AMA's 1wlLLer handle ls
[MarkeLlng_ower. When chooslng your handle, balance shorL wlLh descrlpLlve (lL ls
recommended LhaL you geL your personal name as a handle as well as your corporaLe
name).
Io||ow. 1hls ls slmply Lhe acL of addlng someone Lo your llsL of people you are followlng
- Lhls makes Lhelr LweeLs show up on your homepage.
kep||es. 1hls ls whaL lL ls called when someone wrlLes a LweeL dlrecLly aL your handle -
here's an example: [M cool posL Loday!" 1hls ls ofLen an lnvlLe Lo engage wlLh a
follower.
ketweet. 1hls ls a LacLlc of republlshlng someone else's LweeL - Lhe orlglnal LweeL along
wlLh auLhor sLays lnLacL, buL you are baslcally showlng someone's LweeL Lo your
followers - many people flnd Lhls a greaL way Lo add conLenL and acknowledge good
sLuff from Lhe people Lhey follow.
DM. 1hls ls a message LhaL ls senL dlrecLly Lo anoLher user. 1hey musL be followlng you
for you Lo uM Lhem, buL Lhls ls a very useful Lool for prlvaLe messages and generally a
good cholce when you sLarL golng back and forLh wlLh someone on someLhlng your
enLlre base of followers mlghL noL flnd lnLeresLlng.
nashtag. 1hls ls a way people caLegorlze LweeLs so LhaL oLhers mlghL use Lhe same Lag
and effecLlvely creaLe a way for people Lo vlew relaLed LweeLs - such as #lacebook.

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8|ogs

What |t Is:
A blog (a conLracLlon of Lhe Lerm Weblog) ls a Lype of Web slLe, usually malnLalned by an lndlvldual
wlLh regular enLrles of commenLary, descrlpLlon of evenLs or oLher maLerlal such as graphlcs or
vldeo. LnLrles are commonly dlsplayed ln reverse-chronologlcal order. 1he word blog" can also be
used as a verb, meanlng Lo malnLaln or add conLenL Lo a blog. 8logs are Lhe oldesL and mosL maLure
form of soclal medla, and when done rlghL, Lhey can also be Lhe mosL powerful form of soclal medla.
8logs are ofLen Lhe hub of an organlzaLlon's soclal medla LoolseL, buL Lhey are also Lhe mosL Llme
lnLenslve Lo malnLaln and susLaln over Llme.

Why |t's Important:
8logs are, qulLe posslbly, Lhe mosL perfecL conLenL vehlcle for aLLracLlng search englne Lrafflc,
esLabllshlng LhoughL leadershlp ln an lndusLry Lhrough dally blogglng on your polnL of vlew and are
Lhe ldeal convenL vehlcle Lo feed Lhe resL of your soclal medla ouLposLs. Moreover, when PubSpoL
surveyed Lhousands of buslnesses on whaL soclal medla Lools drlve buslness for Lhem, 37 lndlcaLed
LhaL Lhe company blog had aLLrlbuLed Lo a newly acqulred cusLomer.

now |t Can ne|p:
8logs are cenLral Lo Lhe recenL lnbound MarkeLlng" phenomenon LhaL calls for creaLlng conLenL
LhaL aLLracLs search englnes and cusLomers. A company blog can form Lhe foundaLlon for your soclal
medla program ln Lhe followlng ways:
" Servlng as Lhe conLenL hub for all of your soclal channels. 8elng Lhe one-sLop resource for all
of Lhe dally conLenL you publlsh.
" CreaLlng a way Lo geL addlLlonal webslLe Lrafflc. ?ou'll geL dlrecL Lrafflc from your posLs,
whlch geL lndexed by Lhe search englnes and drlve Lrafflc Lo your slLe from searches.
" LsLabllshlng a LhoughL leadershlp poslLlon ln Lhe markeL by aLLracLlng cllenLs based on Lhe
valldlLy of your ldeas. Amy u. Powell of Powell MarkeLlng recenLly posLed an lnLeracLlon
wlLh a prospecLlve cllenL where Lhe cllenL sald we know we wanL Lo hlre you because we
llke Lhe way you Lhlnk. We read your blog."

What ou Shou|d Do. Now:
CreaLlng a blog ls a slgnlflcanL underLaklng. 1he besL course of acLlon before blogglng ls Lo read
oLher blogs ln Lhe lndusLry dlscuss Lhe concepL wlLh your Leam and meeL wlLh your sub[ecL maLLer
experLs ln Lhe company Lo deLermlne lf you have Lhe lnLellecLual caplLal and bandwldLh Lo susLaln a
blog over Lhe long Lerm.

1|ps for Creat|ng an Lffect|ve 8|og
" CreaLe an auLhenLlc blog personallLy. uon'L over-formulaLe your posLs - leL your real volce
shlne Lhrough. lLs casual, conversaLlonal, anyLhlng-goes naLure makes lL boLh so appeallng
Lo blog wrlLers and readers - and so poLenLlally dangerous Lo buslness.
" Co lnLo your blog wrlLlng wlLh Lhe lnLenL of wrlLlng Lo lnform, noL Lo sell.
" SeL clear ob[ecLlves for your blog managemenL. Why does your organlzaLlon wanL Lo blog?
LvaluaLe Lhe beneflLs and assess Lhe rlsks before leaplng ln.

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" Look aL oLher lndusLry blogs Lo see how Lhey are engaglng Lhelr readers and see whaL
response Lhey're recelvlng.
" CommenL on oLher blogs Lo leave a fooLprlnL back Lo your own. CuallLy on-Loplc and
knowledgeable commenLs wlll engage readers Lo lnqulre more abouL Lhe wrlLer.
" use newsleLLers, lacebook and 1wlLLer Lo promoLe engagemenL and Lo drlve blog Lrafflc

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V|deos, ou1ube and Med|a Shar|ng

What |t Is:
Some conslder vldeo Lo be an afLerLhoughL ln soclal medla, buL ln facL, for Lhe savvy soclal medla
markeLer, ?ou1ube ls powerhouse of soclal medla opporLunlLy. Slmply puL, ?ou1ube, as Lhe second
mosL-Lrafflcked search englne afLer Coogle lLself, allows mllllons of people Lo dlscover waLch and
share your orlglnally creaLed vldeos. ?ou1ube provldes a forum for you Lo connecL, lnform and
lnsplre our cusLomers across Lhe globe and acLs as a dlsLrlbuLlon plaLform for you LhaL no oLher
soclal plaLform can Louch.

Why |t's Important
vldeos can be a source of conLlnuous Lrafflc for as long as Lhe vldeo lLself ls relevanL. vldeo waLchlng
ls also one of Lhe hlghesL raLed and mosL lnLeracLlve acLlvlLles ln soclal medla and a greaL way Lo
reach your younger cusLomer base. ln facL, one manufacLurer LhaL creaLed a vldeo several years ago
sLlll sees LhaL vldeo show you on Lhe flrsL page of Coogle when you search for Lhe nlche producLs
Lhey sell. 1he vldeo has pald for lLself hundreds of Llmes over ln Lhe amounL of leads LhaL lL has
conLrlbuLed Lo Lhelr company slmply because people saw Lhelr vldeo" and learned abouL Lhem
before vlslLlng a compeLlLor.

now |t Can ne|p:
1he beneflLs of uslng vldeo and ?ou1ube Lo reach your cusLomer communlLy are endless. Pere are
some of Lhe blggesL beneflLs Lo uslng ?ou1ube Lo bulld relaLlonshlps and reach your cusLomers and
prospecLs:

V|deo |s owerfu|-Many cusLomers and prospecLs would much raLher waLch someLhlng
Lhan read someLhlng - especlally onllne. WlLh vldeo, you can send your prospecLs llnks Lo
your vldeos before new buslness meeLlngs. ?ou can even copy Lhe llnks Lo your deslred
vldeos and pasLe Lhem dlrecLly lnLo your presenLaLlons. vldeos also make for a greaL follow-
up. 1hlnk abouL sendlng along a vldeo or Lwo wlLh your Lhank-you noLe.
otent|a||y V|ra|-lf a vldeo ls creaLlve or funny or lnformaLlonal enough, lL has Lhe poLenLlal
Lo go vlral. Many soclal medla markeLers have seen Lhls happen wlLh a few of our vldeos
even lf Lhe vldeo only wenL vlral" ln Lhelr lndusLry. ln mosL cases, LhaL's all LhaL maLLers.
1haL means LhaL poLenLlally Lhousands of oLher people wlll be sharlng our vldeos wlLh more
people.
G|oba| and Loca| Aud|ence-?our vldeos have Lhe poLenLlal Lo be seen around Lhe world.
1hlnk abouL whaL LhaL means for new cllenLs or cusLomers who have global locaLlons.
Se|||ng for kI 24]7-vldeos are llke a vlrLual verslon of you. ?our company produces Lhe
vldeo, uploads lL and soon enough, Lhe vldeo acLs as a vlrLual sales person and works for you
around Lhe clock.


What ou Shou|d Do. Now:
Lxplore Lhe ?ou1ube channels of some of Lhe brands you admlre or Lhose of your compeLlLors.
lollowlng your conLenL audlL, deLermlne whaL vldeo conLenL you may already have LhaL would make
for greaL ?ou1ube fodder. osL and share wlLh your oLher soclal neLwork channels.

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What's the u|ckest ath to Success w|th Cn||ne V|deo?
vlrlllLy of onllne vldeo ls hard Lo predlcL, buL noL lmposslble. Pere's a collecLlon of Llps from
markeLers who have achleved success ln Lhe onllne vldeo space:
1. locus on someLhlng fun or funny. uon'L force your polnL, lL has Lo be worLh waLchlng.
2. 1le brandlng closely Lo producL aLLrlbuLes. ?es, drlve awareness, buL for Lhe rlghL reasons.
3. lf you're Lrylng Lo sell someLhlng, demonsLraLe Lhe producL. Show your producL performlng or
resolvlng a problem.
4. lL has Lo be real". Consumers have llLLle paLlence for hyperbole or smoke and mlrrors.
3. CeL Lo Lhe polnL. vldeos should be less Lhan 2 mlnuLes.
6. 1ap lnLo celebrlLles. 8onus lf Lhey have a culL followlng LhaL maLches your brand.
7. CreaLe a vlral launch. vldeos can'L sLand alone, seed Lhem on blogs, Lhe medla and your neLwork
aL launch.


hoto, S||deshow and Med|a Shar|ng Lnv|ronments
hoLo and medla sharlng on a broad basls ls Lhe publlshlng or Lransfer of a user's dlglLal phoLos and
asseLs (such as presenLaLlons or documenLs) onllne, enabllng Lhe user Lo share Lhem wlLh oLhers
(wheLher publlcly or prlvaLely). 1hls funcLlonallLy ls provlded Lhrough boLh Web slLes and
appllcaLlons LhaL faclllLaLe Lhe upload and dlsplay of lmages. 1he Lerm can also be loosely applled Lo
Lhe use of onllne phoLo gallerles seL up and managed by lndlvldual users. 1helr appeal ls ln Lhelr free
or low cosL means of sharlng phoLos and ease of lncorporaLlon lnLo personal blogs and Web slLes.
1oo|s for Shar|ng hotos, S||des and other Med|a
" S||deshare ls Lhe world's largesL presenLaLlon-sharlng communlLy, allowlng people Lo
publlcly or prlvaLely share Word documenLs or owerolnL presenLaLlon. ln Lhe process,
lndlvlduals and organlzaLlons share Lhelr ldeas, connecL wlLh oLhers and generaLe leads for
Lhelr buslnesses.
" I||ckr ls an lmage and vldeo hosLlng Web slLe, Web servlces sulL and onllne communlLy
plaLform. noL only ls lL a popular Web slLe for users who wanL Lo share personal
phoLographs, buL also a wldely used servlce by bloggers who use lL as a phoLo reposlLory. As
of november 2008, lL clalmed Lo hosL Lhree bllllon lmages.
" Scr|bd ls a slLe where you can easlly Lurn any flle-such as ul, Word and owerolnL-lnLo
a web documenL. 1hey are Lhe largesL 'soclal publlshlng slLe'.
" |nterest ls Lhe fasLesL growlng soclal neLwork ln modern soclal medla hlsLory. lnLeresL ls a
vlrLual lnboard. lnLeresL leLs you organlze and share all Lhe greaL vlsual Lhlngs relaLed Lo
your brand or your lndusLry LhaL you flnd on Lhe web. eople use lmages you're your brand
plnboards Lo plan Lhelr weddlngs, decoraLe Lhelr homes, and organlze Lhelr favorlLe reclpes.

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Go|ng 8eyond the AMA Lxecut|ve Gu|de to Soc|a| Med|a
As we sLarLed ouL by saylng ln Lhls gulde, few markeLlng channels have seen as much rapld change,
growLh and evoluLlon as soclal medla ln Lhe pasL few years. 1haL change ls unrelenLlng and unllkely
Lo slow down ln Lhe near fuLure. As we close up Lhls e-book, we'd llke Lo leave you wlLh a few
resources LhaL you can use dally Lo conLlnue your soclal medla markeLlng educaLlon. 1he besL soclal
medla markeLers are well educaLed, and noL because Lhey wenL Lo school for soclal medla.
LducaLlon ln soclal medla means LhaL you musL be lncredlbly acLlve and lL should be self-dlrecLed ln
naLure Lo geL Lhe mosL and besL lnformaLlon Lo lnform your declslons.
1o LhaL end, we've complle Lhe Lop blogs and Lop 1wlLLer accounLs LhaL, lf followed and read dally,
wlll keep you ahead of Lhe pack ln soclal medla markeLlng.
Must-Io||ow Soc|a| Med|a 8|ogs:
lollowlng Lhese blogs dally wlll keep you lnformed noL only of Lhe news of Lhe day ln soclal medla
buL wlll provlde some balanced perspecLlve from experLs ln Lhe fleld LhaL you won'L flnd anywhere
else.
" Conversat|on Agent - http:]]www.conversat|onagent.com] - 1hls blog, auLhored and
malnLalned by veLeran markeLlng sLraLeglsL valerla MalLonl, glves us varlous lnslghLs lnLo
dlglLal markeLlng, communlcaLlons and brand sLraLegles.
" Lde|man D|g|ta| - http:]]www.ede|mand|g|ta|.com] - lrom Soclal 8uslness sLraLegy Lo
Soclal Medla communlLy managemenL, Lo sLralghL forward app revlews. 1he Ldelman ulglLal
blog ls probably one of Lhe mosL versaLlle ones ouL Lhere.
" Mashab|e - http:]]mashab|e.com] - lf anyLhlng worLh knowlng happens ln soclal medla, lL'll
be here.
" Soc|a| Med|a Lxp|orer - http:]]www.soc|a|med|aexp|orer.com] - A blog by !ason lalls,
Soclal Medla Lxplorer, covers publlc relaLlons, soclal medla, search markeLlng and many
Loplcs ln beLween.
" Soc|a| Med|a Lxam|ner - http:]]www.soc|a|med|aexam|ner.com] -
SoclalMedlaLxamlner.com (SML), Lhe world's largesL onllne soclal medla magazlne.
Soc|a| Med|a Must-Io||ows on 1w|tter:
lollowlng Lhese accounLs on 1wlLLer wlll keep you up Lo daLe on whaL's golng on ln Lhe soclal medla
space. 1o flnd and follow 1wlLLer accounLs from organlzaLlons you're lnLeresLed ln, slmply search for
Lhe name of Lhe organlzaLlon + 1wlLLer.
Qkanter - 8eth kanter - AuLhor of @"*.;% @=+6A B+C D+1EF,+(5*% ')1 &%" /+'5)= 4"35),
8eLh has been wrlLlng abouL soclal medla and Lhe non-proflL world for years.
QGaryVee - Gary Vaynerchuk - Cary ls Lhe hosL of Wlne Llbrary 1v and now presldenL
of vaynerMedla. Pe's an ln-Lhe-Lrenches soclal medla guru.
QChr|s8rogan - Chr|s 8rogan - Chrls 8rogan ls Lhe resldenL of new MarkeLlng Labs. Pe
ls also a soclal medla advlsor and Lhe auLhor of a new ?ork 1lmes besL seller 1rusL
AgenLs. Chrls ls one of soclal medla's preemlnenL LhoughL leaders.

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About the Author

Dana VanDen neuve| ls a wldely recognlzed experL on 1houghL Leadershlp MarkeLlng and Soclal
Medla. uana ls Lhe founder and presldenL of 1he MarkeLlngSavanL Croup, a consulLlng-led 828
soclal medla and LhoughL leadershlp markeLlng flrm. uana prevlously a varleLy of leadershlp roles ln
lnLerneL markeLlng, sales force auLomaLlon and C8M lmplemenLaLlon.
uana has been a feaLured speaker aL dozens of Amerlcan MarkeLlng AssoclaLlon evenLs slnce 2004
and ls Lhe creaLor of Lhe AMA's 1echnoMarkeLlng Lralnlng serles, Advanced Soclal Medla Lralnlng
serles and 828 Soclal Medla Lralnlng serles. uana ls a regular conLrlbuLor Lo a varleLy of lndusLry
publlcaLlons, sharlng hls experLlse on LhoughL leadershlp, soclal medla, and lnLerneL markeLlng and
markeLlng Lrends. uana ls also Lhe auLhor of Amerlcan MarkeLlng AssoclaLlon's ;-+<#%#8& =7'0# %2
;-+<#%'*. >#8&*252.6 and Lhe ;6,3-8#? @27+,3-8#? >&#'+,3-8#A =7'0# %2 ,28'-5 B#%C2+<
;-+<#%'*..
8ecognlzed as one of Lhe 30 eople ?ou Should know" by Lhe Creen 8ay Chamber of Commerce,
uana serves on several advlsory boards for nonproflLs and communlLy organlzaLlons ln and around
Wlsconsln.
uana ls also an ad[uncL professor aL SL. norberL College ln ue ere, Wl where he Leaches a course on
soclal medla and LhoughL leadershlp markeLlng.
?ou wlll flnd uana lnLeracLlng nearly every day ln soclal medla ln Lhe followlng channels:
www.LwlLLer.com/danavan
www.markeLlngsavanL.com/blog
www.llnkedln.com/ln/danavandenheuvel
www.facebook.com/markeLlngsavanLgroup
www.plnLeresL.com/markeLlngsavanL

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About Market|ngSavant


MarkeLlngSavanL was orlglnally founded ln 2003 as 8logSavanL, before soclal medla was, well, soclal
medla. 1oday, MarkeLlngSavanL ls a consulLlng-led 828 soclal medla markeLlng flrm founded
by uana vanuen Peuvel LhaL speclallzes ln helplng our cllenLs aLLaln LhoughL leadershlp ln Lhe
markeLs Lhey serve Lhrough a comblnaLlon of soclal medla and LradlLlonal markeLlng dlsclpllne.
We help our cllenLs creaLe Lhelr own whlLespace ln a fleld of compeLlLlon enabllng your success
Lhrough conLenL and go-Lo-markeL sLraLegy LhaL moLlvaLes your prospecLs and drlves buslness.
We're noL an ad agency. ln facL, we're a consulLlng shop wlLh passlonaLe leader who loves Lhe
lnLersecLlon of conLenL, markeLlng, Lechnology and helplng Lhe lnsurgenL markeLer wln Lhe buslness.