The Power of The Power of Social Media: Barry Adams

The Power of
Social Media
Barry Adams
Digital Services Director
Copyright. All Rights Reserved Pierce Communications. 2012
What is ‘social media’?
Wikipedia:
“Social media includes web- and mobile-based technologies
which are used to turn communication into interactive
dialogue among organizations, communities, and individuals.”
Social media is about conversations online about shared

interests & ideas.

The old model:
Broadcast

The new model:
Conversation

Real conversations with real people
• People expect to be spoken to as if they are people

• Impersonal & robotic corporate communication is
unacceptable

Authentic tone of voice
• Every company has a personality

• That personality should power the engagement with people
on social media
• Stay true to your corporate personality
‘Fake’ personalities are easily spotted and ridiculed

The user is in control
• Having conversations mean engaging with your users

• Conversations happen on the user’s terms
You are ‘intruding’ in their social space, so you need to
make sure the conversation is worthwhile to have
• The old adage ‘customer is king’ is 100% true
On social media, the user is king

So what’s in it for me?
• Conversation – not broadcast

• Be authentic and true to your corporate personality
• It happens on the user’s terms
So why would we do social media at all?

Because that’s where your customers are
• Facebook:
900 million users
3.2 billion likes & comments every day
On average users spend over 5 hours/month on FB
• Twitter:
550 million users
4o0 million tweets a day
• Others:
LinkedIn: 150m users
Google+: 170m users

Be realistic
• Social media are social spaces;

Commercial messages are rarely welcome
• Understand what each social media site is good at;
Use what works for each specific platform
• Establish clear goals & objectives;
What is it you want to achieve?
What platforms should you use for that?

Source: Go-Gulf.com, May 2012

Facebook
• The biggest social network by far and the most mature

platform for businesses;
Facebook Pages
Facebook Advertising
• Highest engagement levels of all social media platforms
More time spent on Facebook than on any other site.

Facebook Pages
• A Facebook Page is the primary presence of a business on

Facebook
• All corporate activity on Facebook has to happen via its Page
• On average only 16% of your page’s fans will see your post
Solution: promoted post:

Facebook Advertising

Twitter
• Used to send 140-character messages

Very good engagement levels
• Limited advertising opportunities
Sponsored tweets are expensive
Paid-for tweets by celebs need to be declared
• Great viral potential
Twitter Retweets are more powerful than FB likes
Media pay more attention to what happens on Twitter

Twitter tools
• Main Twitter account

• Hashtags: #paralympics #justinbieber #followfriday
• Following the right people
• Engage with followers
• Average half-life of a tweet: 18 minutes*
* Source: http://www.seomoz.org/blog/when-is-my-tweets-prime-of-life

LinkedIn
• The most popular ‘business’ social network

Users create profiles which are more or less
extended CVs
Connect with (former) colleagues & business associates
Share updates
Get recommendations & recommend others
• 150m users (May ‘12)
• Primarily used for business networking
Groups
Events
• A popular tool for recruiters
LinkedIn for business
• Company page
Showcase products &
services
Add employees
Post updates
Advertise jobs
Get recommendations
• Advertising
Targeted ads

Pinterest
• Social image/video sharing

network
You can upload (‘pin’)
photos & videos
Like & Re-pin others
Comment on pins
• 23 million users (Aug ‘12)
97% are female

Four Steps to a Successful Social Media
Strategy
1. Set goals & objectives

2. Define your audience
3. Create engaging content
4. Measure & analyse

Questions?
badams@piercecommunications.co.uk
http://www.piercecommunications.co.uk

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The Power of

Social media is about conversations online about shared

Copyright. All Rights Reserved Pierce Communications. 2012

Copyright. All Rights Reserved Pierce Communications. 2012

Copyright. All Rights Reserved Pierce Communications. 2012

• People expect to be spoken to as if they are people

Copyright. All Rights Reserved Pierce Communications. 2012

• Every company has a personality

Copyright. All Rights Reserved Pierce Communications. 2012

• Having conversations mean engaging with your users

Copyright. All Rights Reserved Pierce Communications. 2012

• Conversation – not broadcast

So why would we do social media at all?

Copyright. All Rights Reserved Pierce Communications. 2012

Copyright. All Rights Reserved Pierce Communications. 2012

• Social media are social spaces;

Copyright. All Rights Reserved Pierce Communications. 2012

Copyright. All Rights Reserved Pierce Communications. 2012

• The biggest social network by far and the most mature

Copyright. All Rights Reserved Pierce Communications. 2012

• A Facebook Page is the primary presence of a business on

Copyright. All Rights Reserved Pierce Communications. 2012

Copyright. All Rights Reserved Pierce Communications. 2012

• Used to send 140-character messages

Copyright. All Rights Reserved Pierce Communications. 2012

• Main Twitter account

Copyright. All Rights Reserved Pierce Communications. 2012

• The most popular ‘business’ social network

Copyright. All Rights Reserved Pierce Communications. 2012

• Social image/video sharing

Copyright. All Rights Reserved Pierce Communications. 2012

1. Set goals & objectives

Copyright. All Rights Reserved Pierce Communications. 2012

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