ARAS ENT530 Topic + Social Media Presence 07

ENT530
Principles of
Entrepreneurship
Social Media Presence
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 1-2
Utilizing Social Media for
▪ 7 Steps to Productive Business Use of Social Media
Business
(source: https://www.forbes.com/sites/martinzwilling/2013/08/17/7-steps-to-productive-business-use-of-
social-media/#9d87bd97d1fd [accessed on 9th October 2017])
1. Focus on desired outcomes first.

• Social media objectives: increased brand awareness, lead
generation, service and support, or reputation management.
2. Incorporate brand personality and voice.
• Think about how you can project the voice you want, and make
sure it is consistently used by all team members across all
platforms used.
3. Identify the smallest segments possible of your
constituents.
• Social media is the only one which allows you to be hyper-
granular and drill down to micro-segments, to dramatically
improve engagement levels and conversion ratios.
Utilizing Social Media for Business
4. Identify the communities for these micro-segments.
• Today, a community is characterized by what they value, more than
proximity. Community created through blog and other social media
engagement.
5. Identify the influencers of these communities.
• Social media brings all the aspects of important influencers these days,
including peer pressure, authority, credibility, and in some cases,
celebrities - operates in real time, influencing the influencers.
6. Create an action plan with metrics.
• Good action plans include a listening plan, channel plan, SEO plan, and
a content creation plan, with activities and metrics.
7. Iteratively execute and measure results.
• Measuring is all about return-on-investment (ROI) (can be customer
acquisition cost, revenue growth, profit, or whatever other parameters).
FB Page Posting
Teaser
Hard-
Sell
Soft-Sell
IMPRESSION - the number of times
your content is displayed, no matter if
it was clicked or not.
REACH - the number

of unique people who see your
content.
ENGAGEMENT - the measurement of

comments, likes, and shares but
doesn't necessarily translate to sales.
Teaser is a marketing tactic that gives sneak previews to
something new that is coming users’ way. This method is
suitable for a new product/service.
A teaser ad releases a very small amount of information about
a new product. This lack of concrete information is intended to
arouse the curiosity of consumers, who may want to know
more. Because a teaser by definition involves little information
Teaser and often little text, teasers frequently rely on visual graphics
to entice the consumer.
A picture without copywriting (description / story about
product/service).
[Inspiring curiosity]
Teaser – identical (similar contains/messages) = 1 mark !
Copywriting is the craft of writing persuasive
messages that prompt people to take action.
Copywriting is the skill (as well as the field of work)

of writing sales promotions and other marketing
materials for products, services, fundraising
campaigns, and more. The point of it is to persuade
people to take action, whether it's buying
something, entering an email address, donating
money, or clicking a button. * Copywriting – a
description about
‘something’
• Soft-sell – indirect selling
• Hard-sell – direct selling
Hard sell is technique whereby the seller directly sells.
This method is recommended to be used less frequently
compared to soft sell so as to not turn customers off.
A hard sell is an advertisement or campaign that uses a
Hard- more direct, forceful, and overt sales message. The term
is also used to describe aggressive sales techniques
Sell used by company representatives, particularly in the
context of doorstep selling.
Soft sell is a technique that involves information sharing prior
to selling. This method can be used multiple times as part of
continuous customer engagement.
A Soft sell refers to an advertising and sales approach that
features subtle language and a non-aggressive technique.
Soft- Soft selling is a low-pressure, persuasive and subtle sales
technique, it may not result in a sale the first time a product is
Sell presented but helps to:
encourage repeat sales.
Call to Action (CTA)
In marketing, a call to action (also known as a
“CTA”) refers to any message designed to prompt an
immediate response or encourage an immediate sale.
It really is as simple as it sounds: a call for someone
to take action.
In the most common online iteration, a CTA is a

combination of words or phrases that seek to inspire
action. In conversion optimization, a typical call to
action example would like something like this:
FB Page Posting - Rule of third
FB Page Posting
FB Page Posting
FB Page Posting
FB Page Posting
FB Page Posting
FB Page Posting
FB Page Posting
1. Know what you want to say
2. If you have nothing to say, don’t say anything
3. Make it about the customer, not your company. People don’t
care about your product per se. They care about how it
will benefit them.
4. Address various audiences
5. Include important information only
6. Place your key message in the first sentence
7. Keep it short
8. Use active word & language {you / free / because / instantly /
new} Organize and format your copywriting
9. Write as if you were talking
10. Make it interesting to read – use fun and irregular wording.
11. However, never sacrifice the meaning over fancy wording.
12. Avoid double meanings – your message should be straightforward.
13. Be consistent in your brand’s tone of voice across all messaging.
14. Have someone proofread your copywriting before you hit publish.
15. End with a strong call-to-action
https://karolakarlson.com/copywriting-for-facebook-and-social-media/

ARAS ENT530 Topic + Social Media Presence 07

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

ARAS ENT530 Topic + Social Media Presence 07

Uploaded by

Copyright:

Available Formats

ENT530

1. Focus on desired outcomes first.

REACH - the number

ENGAGEMENT - the measurement of

Copywriting is the skill (as well as the field of work)

In the most common online iteration, a CTA is a

You might also like