Social Media Channels – Do you know Facebook, Instragram, Youtube, Twitter…?

You are now familiar with the social media landscape.

Let’s take a closer look at the most common channels.

In this lesson, you will get to know channels more deeply, and you’ll learn how to find and reach out to key influencers.

Facebook Marketing

Facebook is the largest social media platform with more than you can use it for marketing and or advertising purposes.

The main way businesses interact with Facebook is via pages.

Pages look very similar to your personal profile on Facebook but they are designed especially for businesses.

To create a page, you’ll need to log into Facebook with your personal account.

You’re given six options for pages.

If you choose a local business page, you’ll have to input your address associated with your physical business location.

If you choose a company page, you only have to input the category and name.

You’ll manage your page from your personal account, but your info like your name or email won’t appear on your page unless you choose to add it.

With the Facebook page, you can easily show customers what you’re all about.

You can keep new and existing customers engaged by listing details like hours and contact info, adding big beautiful photos and images, adding call to action buttons to let people take action directly on your page, adding a user name to make it easy for people to find your page, and posting updates to let people know the latest about your business.

People who read your post can interact with them similar to how they would interact with posts on a personal profile page.

Adding business info to your page helps customers discover you and see what your business is about, and it makes it easier to find your page on Facebook in search engines.

You can feature your website, hours, and contact info, description of your business, services, products, menus, directions and more.

If you select a local business category when you create your page, customers can also rate your business and write reviews. And by adding the address of your business, people can find your business more easily when they’re on mobile devices.

Photos show customers what they can expect from your business, and the first images they’ll see are your profile photo and cover photo.

So it’s important to choose them well and to make sure that they are in line with how you want your brand to look.

There are some restrictions and guidelines around the size and format of the pictures.

You can find the guidelines in the notes below.

Calls to action help drive people from Facebook to take actions that are important to your business, for example, booking appointments at your salon.

To add a call to action button on your page that directs people to your website, go to your page’s cover photo and click add a button.

Choose your call to action, enter the URL for your website and then click create.

Call to action buttons on mobile are big bright and directly under your page’s cover photo.

Buttons like get quotes, send message, and contact us allow customers to interact with you without leaving Facebook.

It’s a good idea to take advantage of the call to action button as they are a great way to try to move your customer further into their customer journey all the way to your desired action.

You can also create a user name for your page that makes it easier for people to find your page.

This used to be referred to as a custom URL. To create a username, click on the gray text below your profile photo and enter a username.

If the user name is available, click create username.

If the username you want is already taken or not approved, you’ll need to choose a different line.

Keep in mind that new pages may not immediately be able to create a username.

The next step is to post content to your page.

Page post can keep people informed about your business and people who like your page may see your posts when they log into Facebook.

Visitors can like your post, add a comment or share it with their friends.

It’s a great way to build relationships with current and potential customers.

When you post, you can write messages that instantly appear on your page or schedule them for the right time, add links to your website photos or videos for more engaging content, share special business events or milestones, pin a post to the top of your page so it’s the first thing that customers see.

Translate your posts into different languages for different audiences and embed a post on your website.

Post with pictures get 5.5 times more likes as compared to those with our pictures, and posts with links are shared twice as much as those without.

So keep that in mind when you think about what to post.

In this short video, you’ll learn why a page is an incredible tool to help you reach your business goals.

Facebook is a place where people more than a billion around the world come to connect with friends,

family, and things they care about.

And a page gives your business a voice on Facebook

so you can connect with people who are interested in your business.

Creating a page is free and it’s quick to set up.

Right away you can add your logo or

a photo of your business and list things like your web address,

contact info and store hours.

And your page is public,

so people can find it in web search or

through Facebook on their computer or mobile device.

When people come to your page,

they’ll quickly see what your business is all about.

They’ll see your business’s name and what you do,

your business info, photos,

reviews and much more.

Your page is the place to share

interesting and important things about your business with customers.

Your posts can include links to your website,

photos, videos, events or can just celebrate something special.

And when someone likes your page,

your post may show up in their news feed.

You can also boost your posts so they reach more people who like

your page or reach new customers who don’t know about your business.

Just choose the location, age range, gender,

and interests and we’ll show you the potential number of

people you can reach based on the budget and audience you choose.

We also have tools that help you manage your page and view insights, like how many people like your page or saw or clicked a post, so you can make your page even better and keep customers engaged.

And you can see this info from your desktop or on our page’s manager app.

A page is an incredible tool for your business.

It gives you a presence and voice on Facebook and the power to reach people who would be interested in your business so you can meet new customers, build relationships, and reach your business goals.

Posting to your page let’s people know what’s going on with your business.

Posts are on the right side of your page and your most recent one appears at the top.

When you create a post, people will see it when they visit your page or may see it in their news feed.

To start just type your message.

Below the area you type, there are some icons.

The clock icon let’s you schedule a post for later which helps you plan posts for events or holidays.

Just click to choose a date and a specific time you want your post to appear.

The targeting icon let’s you narrow the audience that may see your post in news feed.

Choose by gender, age, or even location and language.

With a location icon,you can add your location to a post which is helpful if you’re posting from an event or a place away from your business.

With the camera icon,you can add a photo or a video to your post.

And finally, with the public button,

you can limit who sees your post by location or language.

For example, you can select a specific city and a language and only the people in

the area or with Facebook set to that language will see

your post on your page in news feed or in search.

When you’re done just click post.

And when people comment on your posts,

you can reply to them immediately.

Just click reply to write back to the.

For more information on posting visit our Help Center at facebook.com/help.

Metrics for your page’s posts are available as soon as the post is published.

In the post section of insites, you can see the following information about your page posts.

The number of people reached, posts clicks, reaction, comments, and shares and total video views and viewing behavior details.

We’ll cover the content that works best in Facebook in the next lesson.

In the meantime, to learn more about Facebook’s many features and tools available to marketers, check out their free online training called Blueprint.

Instagram Marketing

Instagram, now owned by Facebook, is a community built on the power of visual storytelling.

With over 500 million active accounts, Instagram is a compelling social media channel.

Instagram is primarily a mobile app that you can download on iOS and Android phones and tablet’s as well as Windows Phone A Emulater.

You can access your account on a desktop as well.

But keep in mind that you can only share photos and videos from the mobile app.

Instagram is a community that includes both people and businesses.

As a business you could start by creating a profile similar to how you would create a profile as an individual.

To start, choose an account name, one that’s easily tied to your business, like the company name works great.

Next add a profile photo and a bio. Simple is best.

You can use your brand’s logo or a graphic symbol.

Keep in mind it will be cropped into a circle and appear as a 150 by 150 pixel image.

That’s pretty small on most phones.

Note that Instagram does not share links even in the image text there are no links.

The only place to link back to your Web site or an offer is in the bio.

So make sure to add your website link there.

Then find people or other businesses to follow.

You can also invite your Facebook friends or import your contact book under options.

Take a picture or video with the app.

Remember that Instagram is a visual storytelling platform.

Think about how you can use authentic photos and videos to help your business tell a visual story.

Then choose a filter, how you want your picture to look.

Then add text, different caption links work well for different audiences.

Test and learn from trying out various caption links with your followers.

Also incorporate hashtags to categorize your content and make it easier for non-followers to discover you.

No more than three hashtags are recommended so they don’t detract from the simplicity of the post.

Also, ask questions to engage people.

To get the most out of Instagram, you’ll want to create a business profile.

If you already have an instagram account.

It’s easy to switch in the Options tab of the app.

You’ll be required to connect your Facebook business page.

Once you have a business profile you can access Instagram insights.

We’ll cover the content that works best in Instagram in the next lesson.

In the meantime check out Instagram’s help pages to learn more about its features and capabilities.

Twitter Example

Watching television is now a two-screen activity with many people watching TV and talking about it via social media.

During the third quarter of the Super Bowl in 2013, when a power outage at the arena where it was taking place caused some of the lights go out for 34 minutes, Oreo’s social media team jumped on the moment.

Within minutes, they tweeted, “Power out? No problem!” with an image of their cookie.

The tweet received over 15,000 retweets and headlines claimed Oreo won the Super Bowl Blackout.

Often the best use of Twitter is not a campaign to raise brand awareness, but as a customer service channel. SFBART, the transit system in the Bay Area of California, discovered this when another outage led to many angry tweets. Taylor Huckaby, the man behind the SFBART Twitter handle, jumped into action and made headlines for his calm and cool handling of the issues. As he put it, Twitter is not a medium for shouting into the dark.

It’s conversational.

Youtube Example

Video marketing has exploded and it has become more and more of a must-have in any digital marketing plan.

YouTube, owned by Google, is the dominant video marketing platform.

With a Google account, you can watch, like, and subscribe to videos. But Google accounts don’t come with a YouTube channel by default. Without your own channel, you have no public presence on YouTube.

To upload videos, comment on other videos, or make video playlists, you need to create a public YouTube channel.

Currently, this can’t be done in the Android or iOS YouTube apps, but you can use the mobile web site or a computer.

If you’re new to YouTube or haven’t signed in, the home page will display the most popular videos and highlights from categories like music, sports, and gaming.

Once you’ve signed in, the navigation bar at the top of every YouTube page allows you to easily find the stuff you care about.

To sign out or change account settings, select your channel icon in the top right hand corner of YouTube.

In this video, we’ll show you how to get to your channel, playlist and more using the guide.

To open the guide, click the icon next to YouTube at the top left of any page.

On the home page, you’ll see the guide open at all times. On a video page, the guide is closed and you can open it at any time.

At the top, you’ll find links to your channel, what to watch, and my subscriptions, feeds and more.

Just underneath, you’ll see a list of playlists that you’ve liked.

Click on a playlist to go to the list and start watching.

To see more of your liked play lists, click show more.

Below your library, you’ll find your subscriptions. Click the menu icon to sort how the channels are listed by activity, relevance, or alphabetical order.

You’ll use the creator studio in YouTube to organize your channel, manage your videos, and interact with fans.

Your dashboard includes notifications alerts from YouTube.

Your video manager is where you’ll organize and update your videos.

Community is where you can communicate and collaborate with fans. You can review and respond to comments and read private messages here. Channel is where you adjust your channel settings and enable live streaming.

Analytics is where you review your Channel’s performance. Create is an audio library and video editor you can use. You can also customize your YouTube channel.

Once you set up your channel and have uploaded some videos, you want people to see your videos.

So you’ll need to garner subscribers for your YouTube channel and build a relationship with them.

The best way to acquire and grow subscribers is through quality content.

But you’ll also promote your YouTube channel through other interactions you have with users.

For instance, you can add a link to your channel in emails, in blog posts and other media.

Finally, you can find your YouTube analytics under your profile thumbnail.

Click on creator studios, you will then see analytics on the left hand side bar.

Click on the analytics to expand the menu and drill down.

I have a feeling there’s a lot of YouTube creators like me.

Some of my videos have done great for me, others have been slightly disappointing.

For a long time, I didn’t understand why this was. I thought I had no control over it and whenever I posted something, I felt like I was releasing it into a big unexplored black hole and whatever happened to it next was totally out of my hands.

I didn’t know anything about my audience either.

I didn’t know who watched my stuff, how they found me, If they thought I was so riveting that they watched my videos all the way through, or if they only use them to help their children fall asleep.

I wanted to grow my channel and build my audience, but I couldn’t figure out what to do by reading the comments on my videos and all of my friends were giving me totally different advice.

The more I tried to figure it out, the more in the dark I was.

Now, I tend to get intimidated by technical talk but analytics was far easier to understand than I thought it would be.

Once you have a specific question, it’s really quite easy to find the answer you are looking for.

With analytics, I can see how people found me, how long I held their attention, and which videos of mine got shared the most.

This has helped me really understand what my viewers are responding to.

And the more I learn, the better I know how to reach them.

YouTube analytics can really help you make smarter decisions on the kinds of videos you make and how you present them. Let’s get you started.

We’ll cover the content that works best on YouTube in the next lesson.

In the meantime, check out YouTube’s help pages and Creator Academy to learn more about its features and capabilities.

Snapchat Marketing

SnapChat is a mobile messaging app that is focused on the moment. It is located in the U.S., Canada, or Europe.

More than two-thirds of users create daily content with the average person spending 25 to 35 minutes in the app.

It’s also one of the most popular platforms among 18 to 34-year-olds in the U.S.

To create an account, simply download the SnapChat app for free from the iTunes AppStore for iOS or from the Google Play store for Android.

You’ll be asked for an email, password, and username.

Businesses use SnapChat the same way an individual would. SnapChat then open to the camera.

Just tap the capture button to take a photo Snap or press and hold to record a video Snap.

While Instagram offers tons of filters for a more polished look, Snapchat encourages a rougher, unedited appearance.

There are a few ways to add other SnapChatters.

You can add them from your contacts book by their username or their Snapcode.

Just click Add Friends on your profile screen.

To add a friend using their Snapcode, point your camera at the other user’s Snapcode and tap their screen.

On the camera screen, if your phone allows it, you’ll see a selfie camera in the upper-right-hand corner to flip between your front- and rear-facing camera, a lightning bolt button to enable or disable your flash, and a download button to save your Snap.

You can also tap the timer icon to choose how long friends can view your Snap, but remember they can always save your Snap by taking a screenshot.

After you take a Snap, new icons will appear to let you decorate your Snap with stickers, a caption, doodles, and more.

You can also swipe right or left on the preview screen to add colored filters, the current time, local weather, speed overlays or Geofilters.

Stories are compilations of Snaps that create a narrative. Snaps appear in chronological order with a beginning, middle, and end.

Adding a Snap to your story allows SnapChatters to view your Snap in unlimited number of times for 24 hours, unless you delete it.

To post a Snap to your Story, take a Snap, tap the icon on the bottom of the screen to add your Snap to your Story. And if it is your first time creating a Story, tap Add to confirm you want to post your Story.

You can also tap and select My Story to add a Snap to your Story – the Snap will be added to your Story.

By default, your privacy setting for who can view your story is set to My Friends, however, you can change this.

Live Stories are compilations of snaps from SnapChatters at events and locations around the world.

Live Stories are curated by SnapChat and typically appear for 24 hours.

To contribute to a Live Story, you’ll have to turn on location services so you can prove your Snap was captured on location.

To submit a Snap to a Live Story, tap the capture button to take a Snap, tap the arrow icon in the lower-right-hand corner of the screen, select the Live Story you want to submit your Snap to.

If you submit your Snap to a Live Story, it may be published and viewable by anyone.

Tap the arrow icon to send. Memories are a personal collection of the Snaps and Stories you save backed up by SnapChat.

You can even create new Stories, edit and send Snaps you previously saved to Memories, and find Snaps in search.

To open Memories, just swipe up from the camera screen or tap the circle underneath the capture button, go to SnapChat settings by tapping the gear icon in the upper-right-hand corner of the profile screen, tap on Manage under Additional Services.

There you will find filters which let you change the look of your Snaps.

You can add colored filters, the current time, local weather, speed overlays, Geofilters, or any other filters SnapChat makes available.

Metrics on snapchat for marketers include number of users, number of screenshots, whether users watched the story all the way through, and the number of times users Snap back at you when asked. To see who has viewed your Story, tap the three dots to the right of My Story.

Views are represented by an eyeball emoji, while any detected screenshots are represented by a two-green-arrows emoji.

We’ll cover the content that works best on SnapChat in the next lesson.

In the meantime, check out SnapChat’s help pages.

Influencer

You’ve heard mention of the term, but what’s an influencer?

An influencer is a person who is well-connected and looked to for advice, direction, knowledge and opinions.

These can be academics, journalists, industry analysts, professional advisers, celebrities and experts. Influencers are the digital marketing equivalent of word-of-mouth marketing. Influencers have built up an audience in social media by smartly using the different platforms that are available. And you can find influencers in every social media channel: Twitter, Instagram and YouTube for example.

Influencers will be extremely important to your social media efforts.

You’ll want to identify influencers in your marketing through research, secure their partnership and develop campaigns through their platforms to reach their audience.

There are tools to help you identify and find influencers in your market.

For example, followerwonk is a tool by Moz that helps you analyze your Twitter followers to understand who among them are the most influential.

There’s also Buzzsumo, which helps you find key influencers in your industry by topic or user name.

There are also SimilarWeb, Help a reporter out, News Whip, Reddit, Kred and Quora.

You can use these sites to understand what stories are being written in your industry and who is exerting influence.

Finally, there is a great Twitter hack you can use to find influencers.

Simply type a keyword that describes your product or service then a plus sign with hashtag PR request.

Twitter will then surface all the journalists looking to write about that keyword.

It’s an easy way to understand who might be interested in your story.

Quick Recap

Facebook, Instagram, Twitter, YouTube and Snap Chat are a few important social media channels with a variety of features and working with influencers can amplify your content and brand.

Now that you know where to go to be social, how do you get those social channels talking? That’s next.

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