Social Media Marketing 101 | Leveraging Social Media for your Business | Megs Hollis | Skillshare

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Social Media Marketing 101 | Leveraging Social Media for your Business

teacher avatar Megs Hollis, Let's #dodigitalbetter

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

11 Lessons (1h 36m)
    • 1. Welcome to the class!

    • 2. Platform Overview: Facebook & Instagram

    • 3. Platform Overview: Twitter & LinkedIn

    • 4. How to conduct a social media audit

    • 5. How to develop a social media strategy

    • 6. Let's execute that social media strategy!

    • 7. Measurement & Optimization - How to know what's working and what's not

    • 8. Paid Media Options made easy

    • 9. BONUS: My holy grail toolkit

    • 10. BONUS: Answering your FAQ's

    • 11. Thank you for joining!

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About This Class


Welcome to my Introduction to Social Media Marketing course! This course is for you if you want to: 

  • Understand the basic functionality of social media networks
  • Understand how to develop and execute a social media strategy
  • Understand the difference between organic social media and paid social media (and how basic paid media works!)
  • Learn about helpful resources and tools which will inspire you and help you #dodigitalbetter

I can't wait to hear what you think of my first Skillshare course and I'm so glad to have you onboard. 

Meet Your Teacher

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Megs Hollis

Let's #dodigitalbetter


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1. Welcome to the class!: Hello, everyone. And welcome to my skill shake course, which is an introduction to social Media marketing. I'm so glad to have you here, and I cannot wait to share some of my expert advice of with you today. So this is an introductory course perfect for beginners. So if you do have experience with social media, Martinez probably isn't for you for the people that are starting out fresh. And I just looking for some helpful tips to get started in the social media marketing space . Whether it's for yourself or for a brand, this is the course for you. And I cannot wait to continue and just have you guys on board for this hour or so and chat through all things the social media, so kicking it straight off and see the course overview. But today we're gonna be talking all about the various platforms what kind of core functionality is and what this means for us marketers. The second thing we're gonna be talking about is conducting a social media order it now, this isn't just for us, but it's actually for competitors checking out with the competition and what the industry is during because that is always helpful. Start when it comes to social media. Then we're gonna be talking about developing your social media plan. And the various steps are involved in actually putting something meaningful together and something that you can stick with in the long term. Then we're gonna be chatting about executing the social media plan. So what does that mean for you practically day today as a business owner or running social media on behalf of someone else? Then we're gonna talk about measuring and optimizing. So how do we actually know that things are working paid media options? We are gonna dig a little bit deeper than some of the other introductory courses because I do feel like this is an important point to drive home from a social media perspective. And finally, we could be looking at tools and frequently asked questions. Now, before I introduce myself, I will say that I do get a lot of frequently out creations on my YouTube channel and in my day today, life as a digital marketing strategist. So I love to kind of put those old out on the table a friend so that you guys just don't have those Christians in terms of which platforms were going to be speaking to. Today we have chatting Facebook, instagram, Twitter and linked in. And there's some bonus Resource is from a tic tac perspective as well, because I know people are gonna ask that. So in terms of who I am welcome. My name is makes and I have eight years of digital strategy and innovation experience working as a strategist on iconic brands such as Heineken d'Azur, the Foschini Group, Ackerman's picked Mazda, Adi Pilsen, British American Tobacco, Coca Cola and the Water Friend. And I'm currently full time employed as a digital marketing managers. So I feel like I'm very well equipped to bring you guys up to speed with Social Media management. Of course, this ulcer forms part of my portfolio as a digital marketer to do all of the social media for my brand as well. In terms of me personally, I actually have a YouTube channel teaching people exactly these sorts of things. So please search man YouTube, if you type in, makes Hollas there, you will find me, and I love helping people hashtag do digital beta. That's what I'm all about. So I have over 65,000 views helping people do just that. And I'm so excited to be incorporating the skill share element just to really around off my offering on the incident in terms of how I can help people with digital marketing in terms of the key outcomes for this monster cost. As I mentioned the basic functionality, of course, of the social media networks understanding how to develop and execute these social media strategies, the difference between organic and paid marketing, which is often kind of confused or flummoxed. And then finally learning those helpful re sources and tools that I mentioned earlier before we invest time and energy in any social media platform, the question that I want you to ask yourself is, Is this the right platform for me? So what about mean by that is that every different social media platform has its pros and cons, and they all are quite time consuming beasts. So we want to assist a friend. What is the right platform mix? Or maybe it's just one platform for me. And how do I then leverage that one or two platforms really strongly, rather than trying to spread myself too thinly so Each platform, of course, has its own set of attributes, which means it means it's different depending on your different business objectives one maybe mashed better suited to you than another. 2. Platform Overview: Facebook & Instagram: so Facebook. I think this is a great one to start with because A it's being around for the longest. Be people are very familiar with the Facebook platform because we use it a lot in our postal capacities that when it comes to maybe branding on Facebook, it's a little bit easier to enter people with us. So Facebook. It's a lot more kind of advance than people give it credit for from an advertising perspective, so that familiarity sometimes makes us take it for granted. How amazing this technology is and you'll see in this course, a lot of what Facebook has done has really trail blazed for what some of the other platforms are currently doing, too. So they have a very good analytics side called Facebook Insides, which will re speaking about. They have advertising portals called Facebook ads manager and Facebook business manager, and they have a huge learning portal called Facebook Blueprint, which is applicable to both Facebook and Instagram. In terms of Facebook's pros, it is great for reach and frequency, so it has the highest amount of users, which means that it obviously has the biggest reach. Sharing is so easy and like Instagram. You can't just shake so things out a Z easily as you can with Facebook. It's getting better. But Facebook is certainly still the platform for going viral. I think on maybe Twitter as well, but we'll leave that for the next little section. It's got very advanced targeting because it knows the most about you. It is fantastic. I love using it for my business, the business that I worked for. Four from promoting events. It really excels in the space. It's also good for creating a sense of community through Facebook groups. So when I started my distal academy, I actually set up a Facebook page and more and more recently, it's kind of being bagging me because, like the attack, why didn't I think to set up a group? Because if you're trying to create communities around topics, sometimes groups are actually better than pages, so that's also good topped up, then it's fantastic for driving traffic to websites instagram shame like it is not. That is not a great objective for instagram it Facebook. This is brilliant. It's also got the most effective paid media in terms of its custom efficiencies, and it also has the largest number of ad formance. It really has an astronomical amount of ad formats, which we will touch on fantastic learning. Resource is on Facebook blueprint, which I think is a little bit lacking on LinkedIn and Twitter side. And if you post in moderation, you may actually find that your friends and family really want to support you and buy from you. So that's also a great place from that considered from that perspective, because people are there and they want to help out their friends. So it's great from that perspective to if perhaps you are launching a course or and a small business. Facebook is great for that because you want to be way or your friends. We all know that you need friends on the Internet, that's for sure. And then it's also fantastic for reviews. So if you are a restaurant, for example, go figure brilliant for that, then in terms of its considerations, it because of the volume of the content that's on the platform because of the volume of people that on the platform paid promotion is almost essential when it comes to Facebook. So where people are spending so much of their time and energy, and I see this so often they are not putting money behind those posts, and it breaks my heart books. I think when we speak about a typical kind of breakdown in the agency, or the brand world will often say, like, 30% of your budget should be in production and saving keep saying to your budget should be in media. So if you're spending a certain amount of managed to create content, you should really be augmenting it with that paid media support. And it's not as complicated as that sounds. So if the advertising side of things organic you know you want to stick to the organic strategies freaks you out, maybe instagram on LinkedIn and Twitter, maybe a little bit more for you. But I'm gonna make it simple for you guys today, so hopefully you'll give it. Give Facebook ever more craters and negative feedback is very visible on Facebook. I'm sure Iran has fallen victim to this at some point or another, but comments just blow up, and it's very kind of out there, so that could be tricky to manage from a Facebook perspective. In terms of features that has so many features news, feed, reaction stories, events, lives, messengers and bite. And it even has functionality called 3 60 So I have laid them out on the sides. I'm not going to run through these two match because we have short time today. But the ones that we will primarily be speaking about is, of course, the personal and brand pages, because we want to help you market for businesses. What are the differences? Well, profile is, of course, your personal profile, a brand pages for a brand, and then the group that I mentioned is just a lot easier to create a tribe or community around a certain topic. I will say that the time that we're living in now means that Facebook, Live and Instagram life have just blown up. So this functionality was launched in April 2016 and we haven't seen the uptake that we've seen recently, ever. So it's fantastic, actually. Sometimes when crisis hit that people realize the importance of the imperative kind of way people really want to be kids in the no, and Facebook Live is a really great way of doing that. The other thing that I love about face because, of course, it's messenger bots. Now messenger bots are such clever pieces of technology. They can either be conversational or transactional on one of the industries that I think does it based is the travel industry. And here you can see a kale m example of A. But that actually gives you your porting past. I mean, tell me that that's on a brilliant use of technology moving on to Instagram. So Instagram has instagram inside Samos, Facebook inset. And however that is accessible in your instagram at because Instagram is primarily mobile. So where Facebook? It's kind of an Omni Channel experience, regardless, regardless of way, you kind of like in from Instagram Place. So in terms of advertising, you can advertise straight from the i D app. You can also use Facebook ads, manageable business manager and in terms of learning. It's also on the Facebook blueprint platform in terms off praise on. We probably could be here all day speaking about the praise of Instagram inspiration on discovery. This is such a visual platform for anyone who has an aesthetic brown. That they want to put the best with Ford with Instagram is phenomenal for that. If you have a strong photography saying, all you just a creative instagram and nine times out of 10 is a great platform for you in terms of communicating your brand on your company values, Instagram can be grateful that, too. It's also good for stuffed selling and getting people along that buying journey because they really kind of get to know you behind the scenes, especially with instagram stories, and they feel like they really build up this kind of sense of connection with you. Then it, of course, also has inbuilt editing functionality, which is what it was come to know and be known and loved for. Of course, it's like little squares and filters, and then it gets greats engagement so much better than Facebook. It is a high engagement platform, and Diem's also indicate that so people contact people in the D ends all the time. On instant, we even coined a phrase sliding into the D M and its for no wonder. So it's really great for that, too. Considerations, if your business is not a highly visual business, and if you are not a highly visual person as the owner or the person responsible for marketing. You're gonna battle with Instagram because the production quality there is that expectation . It's a really high quality feed and especially with the introduction of instagram stories where that's kind of like your real time in such you shoot and then the feet is really you feel that pressure. I know you guys know what I'm talking about. It's a mobile first platform. So if you want something with day stop base, probably not for you and you can't have links and photo captions. You can only have one Lincoln, your bio. There is a way around that which we gonna speak to bet it's not great for driving traffic because of that exact reason. So only once you have 1000 fans, of course, you can swipe up on Instagram Story bed before then. It's pretty difficult to drive traffic and lay. Someone is very committed to kind of seeking you out on the Internet further than just instagram buts and span say no more. Instagram is horrible for that sort of thing, people. Yet people get totally bombarded with these ridiculous fake concert. Of course, Instagram does its base to combat this, but it's just not always possible in terms of features. Geo tagging, hash tagging, instagram stories, I g. TV idea for business on instagram Inside the organ of your best friends. If you get on the instagram, read the main question that I get on instagram and I just want to put this up front because if you trail often, you don't watch to the end of the mast cast, and I just want you to get the most amount of value from this. So the based editing APS for Instagram everyone will have a different opinion. But Visco is phenomenal, by the way. Not not many people still actually it at their instagrams on Instagram, which is so crazy it's like, created this whole ecosystem of other APS. Snap seed is the Google equivalent equivalent, and this is actually my favorite. I love, love, love, snap seed. I find it's so simple to use with a Graham is a few want to keep the aspect ratio of your photograph and have a white background. So if you don't always want to zoom into that tight square crap, it works really well in artistic restaurant, architectural spaces and then a day be like dream. I mean, it goes without saying that adobe products are fantastic, but that's a so brilliant. That is a free version. But the advanced one is probably what most people would recommend in terms of instagram stories. There's a whole set of different apse, which is so cool. I mean, it helps you differentiate. So a smashes. It's overwhelming. I think it's brilliant to my favorites are over unfold in Canada on canvas, Probably the biggest win for me if you look at no other tool as a result, since master cast years often like a canvas, do yourself a favor and they could can. But it is Brewer the end. It knows exactly what the latest dimensions are for posts. No matter whether you're creating a YouTube paid a banner or instagram story, it's always got the most up to date dimensions, which is so handy in terms off editing. Sorry, intensive shade dealing, APS. So this is quite different from the editing APS previous by far my favorite again. If you take anything out of this master costs, I think previews. Great. If you're on instagram, it allows you to literally drag and drop and plan your feet so that you get this beautiful aesthetic that you're looking for. It can be really difficult getting that without using one of these pre or intermediary APS because it's obviously difficult to visualize exactly what the grades gonna look like to leave posted of minutes too late, although sometimes I do archive a postal, too, when I feel like it's running my ro flo. 3. Platform Overview: Twitter & LinkedIn: then, From a Twitter perspective, Twitter is in stark contrast. I feel Teoh Facebook of Instagram. It's not a visual platform. It's all about words. So if that's your personality and your a loud, opinionated person who likes kind of that fast paced back and forth that gives you a rush to, it is fantastic. So the analytics is just called Twitter analytics. From an advertising standpoint, it's cool. Twitter ads with beautiful business from an ad learning perspective. It's called Twitter for Business, too, in terms of your prose, opinion and engagement. Super high on Twitter, finding like minded people. Amazing networking, fantastic connecting with influences, having diarrhea, conversations with people one on one in threads. A very easy for other people to follow this high frequency posting timeliness live tweeting If you wanna live. Treat events, of course. Fantastic for that and then social listening. It's brilliant for two. So what? I mean, here is way. Facebook's a P I, or kind of sit off privacy settings on default for users sit to private Twitter. It's out there for the world to see, So if you want to do a little bit of investigative journalism on your brand on a computer to. It's really easy to see what people are saying about that brand by stating them just in the search by on Twitter. So that's phenomenal. It is, of course, a microblogging platform. So it's great for driving traffic to your actual blood and create and contagious so quick its lack right, a tweet. Of course. It needs to be sharp witted and smarts and clever and well structured. But where we compared to something like Instagram, where you feel like you're laboring over a graphic post? Of course, it has none of that from a considerations perspective. They changed the character, can't you? Guys will definitely remember this 2 to 40 characters because 1 40 was just sorry to to 81 40 was just crazy. So this might be too short form for some. You might not have a blood that you can then expand on your thoughts, sir. It might just not be great for you there. Fast pace must on the high frequency might not be for everyone. There's a short life span of tweets. If someone hasn't seen your tweet between 15 and 20 minutes after posted it, it's dead in the water and there are a lot of Latin activities is that they're So do you want a shark? A lot of the neighbor on else. Maybe if you're but more soft spoken, all you know or you just want to use it for V kind of competitive advantage in terms of looking at what other people are saying, that's cool as well. But maybe for your brand as a primary channel, it's not based. Of course, it does use Hashtags more extensively than any other platform, probably it on Instagram or the most prevalent hashtag platforms. And then finally, Twitter analytics, which we will also jump into. He has some of the basic tip technology and terminology for you guys. I'm not gonna go through everything, but it's in the deck. If you guys need a little bit of help in terms of what each of those terms mean in terms of some top tips for Twitter, I will just rush through these. So I've got top 10 top tips for you. Firstly, you want to become the spot for curated, useful content in your specific niche, and measures are important across any social media platform. But specifically Twitter. I was just following the 70 50 rule way, with 70% of your tweets actually engaging with other people and only 50% of the starting the thread yourself. A lot of people don't abide by this, and I think it's such a phenomenal piece of advice. Use the links. Ortner. You only got so many characters you need to use it to its best advantage and trial videos. I find videos perform the best on Twitter. How bizarre. So it actually they get 2.8 times more retweets that than tweets without. And I should probably mention that video across any of our face Facebook, instagram, twitter or lengthened platforms of returning about today. It performs really, really well. So if there is a skill that you could learn in conjunction with Social Media marketing, I would say videos. Probably. It therefore was to discover the tweet tweets with images in 1.5 times engagement. So we're not saying that images are not important because they are, of course, great for engagement. They're less important in comparison to an instagram. The for sure respond pronto. So if you don't want to be responding within the hour on Twitter. It's probably not the platform for you because 42% of people actually expect just that. Become size and impactful, communicated one key points at a time. Incorporate your relevant hashtags and curates. Add content by RETWEETING positive customer feedback. Twitter makes it so easy to do that and avoid lung exchanges by rather switching customers into the D in section. That's a great hack for brands. Finally lengthen its chat about this also very different from the three that we've spoken about. Because, of course, this is primarily a B two B platform. It's primarily for professionals, so in terms of analytics, it's just called linked in analytics. Nothing crazy. They're linked in advertising. Lincoln Learning. That's the linger from that perspective. From a price perspective, the networking thing comes across most strongly, sir. Connecting with business owners, freelancers like minded professionals. Lincoln is your great to establishing yourself as a thought leader. I have loved building my personal brand on LinkedIn, and I found it so rewarding on. I do get a lot of inbox messages about exciting speaking events and that sort of thing just from posting active you. Arlington. You also get great insights and access to other businesses, as well as even what the HR department, for example, is recruiting for will give you some little one acts on your competition. For sure, it's grateful behind the scenes business content on it's great for recruitment on H on product launches work really well on Ellington, as does lead generation for your business considerations. B two B is not for everyone, and advertising does tend to be a lot more expensive than Facebook and Instagram. From a features perspective, you can either have a company page or career page, depending on whether you pay for it or not. Learning unlinked in formerly lynda dot com, They actually got bought out by linked in, and that's now forms part of Lincoln's Learning Portal. But this is not teaching your Bedlington. It's linked in teaching about all various business topics. So just to clarify that point endorsements, it's fantastic for asking people for recommendations on LinkedIn. Premium as a user allows you to see your analytics and see who is viewing and connecting with you. There's also a jobs portal on this. If you in the market for a new job, of course, Sington great in terms of some of my favorite kind of key takeouts from a linked in perspective. I've just assimilated my favorite crates on the topic. So someone called Ryan Biddle fun. To be honest, I'm not sure he these people are, but they worked some wise words of wisdom. Ryan says Being human is my number one marketing strategy. Arlington. I engaged. I chat, I connect, I show value. I respond. I like I Bond. The only marketing I need to do on linked in its heart centered Be social, be helpful, be engaging, be human. And that's like everything to me. I feel just summed up Adam Connell. Similarly, help first or later create a customer for life, so he's saying, Give the value, friend cell afterwards, which I think couldn't be saved. More succinctly, Christie says, I have found the best way to get attention on linked in this to join groups in your industry where your target audience on your customers are actually engaging in discussion and participate in those discussions with them. I think petals that great advised and tourists land finally says, Wanna stand on and Lincoln share awesome content that helps a targeted group of people to solve the biggest struggle. Man, these are truth bums. These are definitely truth bombs. Lincoln's key functionality is, of course, personal selling and social selling from a personal side of things. So if you're establishing yourself as a personal brand and network, establishing yourself as a thought leader looking for a job, for example, in digital marketing, if you're a sales person or in a new business capacity linked in this phenomenal and if you're a freelancer looking for any clients Oh, if your company or a careers page, that's the premium version. If you're looking for future employees, demonstration company culture or building brand awareness and turning your workforce into Brandon, please, I cannot tell you how well this works. If you have a message that your company wants to put out there, it would be so great if once a week or once every two weeks you actually have a little WhatsApp group off your most influential people. Yang. Thank you people who you feel represented company really well, and you just pop them a prompt. And there's, of course, some kind of incentive for participating in this ambassadorial program. But they all essentially post the top tips or kind of top take on the press release or whatever it is that you're trying to send out, and it brings it home for people. And those little micro influences and nana influences in your business are really gonna make a difference Longer term, you would be alarmed of the impressions impressions that about 15 people also in your organization will actually get your business in terms of what is common across all of these platforms. Because we've given you a brief kind of overview, no, in terms of what what they are and what to expect. What are some of the things that are coming? The most pertinent thing to remember across any social media network is that all of them are governed by algorithms. So, no matter how obvious, will not obvious it is. There's a certain set of content, and this platform has to find a way of serving you. What is most relevant So rather than you seeing thousands of things in your newsfeed, that's chronological and everything that everyone has posted. They do this weighing up of relevancy and colonel chronology, and they then so obviously sentences of content in terms off people content versus brand content. Of course, they give preference to people content because brands can afford to pay for advertising. So they want to incentivize brands to put money behind their posts, which creates what we call a pay to play environment. And it's so important you will actually find that you get higher engagement as a person posting that as a brand posting. Because what we see in my day to day job is less than 4% of people who like your page actually see or content, and 4% is actually a very generous figure. I would say it's probably less than 2% so unless you're putting that money behind your posts, people are simply not seeing your content. So we see a combination of what we call organic content. That just means that it's unpaid. It doesn't have many behind it, pushing its reach and paid content, and they has to be a strategy which governs that's within your business to ensure the tool content is getting in right in front of the right people. So I love this graph. It shows that you basically have to find the intersection between consumer intent and consumer interest. So you try to push a business subject agenda and the person's trying to look for Capt. Photos, and you need to find that happy medium that's like, How do I make this relevant to this person? It's not just about my business and just about me. It's giving my value, and that is where you'll get the sweet spot from our each perspective. But even great content needs to be paid and supported with paid promotion in terms of my favorite rules of thumb before we around out the section is the use of hashtag appropriately so where you should be using hashtag Twitter instagram, Facebook based practice. Yes, it's about two to hash tags proposed, but typically therefore brand visibility and pushing a certain marketing message. They're not actually for discover ability, which is what they used for on Twitter and Instagram. So Hashtags are based used Tia, and did you know that Instagram allows you to put 30 hashtags in your captain? So one of the funniest analogies I heard was, if you could put in one later, took it or 30 lotto tickets into the lottery, what would you do? Of course it's better to have more hash tags, but you also don't want to detract from your message. So what I see a lot of people do is baffled. For example, recommends 12 hashtag all putting the hashtags in your comments. It makes no difference or putting a lip sees to push that on those hashtags down so that they don't attract. From your message. Number two. You want to be aiming for quality and not quantity with anything in life, but particularly with social media, the algorithms limit their each of your posts, which means if you are spending a lot of time churning out loads of posts, but the content is stop average. Don't even waste your time, then. UGC is an acronym that comes up a lot, and I'm also linking a glass Serie down below. If there's any words coming out of my mouth that you don't make sense to you but you D C is user generated content, and this is so important on a social media from a social media standpoint, because it brings your customers in, demonstrates that your brand doesn't talk. Ask people and it incorporates people into the dialogue and who, as a consumer, doesn't want that. So that's the end of our very face section 4. How to conduct a social media audit: get into creating a social media strategy. And, yes, I'm a strategist. So maybe this goes without saying that this is my favorite pot. So I am for a four step process to make things really simple for myself. When I undertake a new brand or a new project, the first isn't ordered. Fares toe understand the lay of the land. The second is that development phase. The third is an execution all fears. So how to actually get this project plan in motion executes and finally measure optimized, and I cannot se se this nest. But step forward is so often overlooked, and we don't want to be the ones the full victim to that. So we want to amplify on the measurement side of things in terms of conducting your social media ordered. The first thing you want to do is map your entire digital ecosystem. So do a simple spider graph diagram, as I've indicated here, where you just say, this is my digital landscape in these old elements that attached to it. Different brands use different platforms on this is because they have different business objectives. So whatever you're doing in the digital realm has to be linked back to your business objectives. You don't want your marketing objectives and your business objectives to be two different things. You want them to be centered in the same thing, and similarly, your digital marketing objectives and your social media marketing objectives desire. So it's crucial to establish within your company how you're planning on using each platform and how each of them is gonna contribute to that business objective. For example, many companies use Facebook is the primary awareness channel, but other companies would see it as a customer service channel. So you need to understand, which is the angle that you using Facebook. Four. Maybe it's both, but you need to be really clear on what is the role that that platform is paying in playing in your social media strategy. Otherwise, why he's spending the time in the energy. There's three ways of doing this ordered, and all have their merits. I'd say we're gonna go basic intermediate advanced, depending on how much time you want to spend on this activity. So the basic, most basic one is a text table, so you're literally gonna list your competitors and list first impressions, content themes, content types, and you're just gonna have a look, troll through the various social media presences and just jot down pros and cons and see how you would rank them. The second method is my intermediate method. This is the color chart method, which, if you are a very visual person, you don't want to maybe spend the time writing or labouring. You could just give someone a green block if they're excellent and someone a black or a red Bach if they week. So this gives you a really good visual indication of what you can hit. It is up to you. Method number three is the spider diagram. I would only recommend undertaking this if you're doing it on behalf of clients. So you actually being paid for your time because that is the most scientific in the most accurate. But if you're just doing this is an exercise for your own business. It's probably overkill. So here what I do is I actually use a radar diagram and Excel, and I assigned scores based out of five or 10 to my various competitors on my map, them against five key kind of pillars, shall we say here I've used quality of visual content, quantity of copy, community management that's getting back to people quickly, very important engagement and hygiene factors. And then I'm rating them all out of that score. I've been over there, lay them and then I can see where the gaps are in the market. So if you want a very scientific way of doing it, this is it. So I'll first task is to choose one of those three methods and go right ahead. And I would love, love, love to see what you guys come up with. 5. How to develop a social media strategy: all right now, Step number two in our development kind of process is just that it's your development stick . So let's map the role of social media. Sir, Let's just firstly talk about Al Bio, sir, the bio needs to pack a punch. First impressions. There's only one shot. So you want to make the base first impression that you possibly can with your brand and your social media marketing, so capture the essence of who you are and what your business does. If you are a freelancer, be sure to use a profile head shot photo. If you are brand, it's probably more appropriate that you use a logo or product photograph and be sure in either instance to include as many keywords as you can, as well as a CT A or call to action. And we references quite a lot in this course, so be sure to get 10% off my offer. So you once consuming to land on your page and that what dinner for me factor to be immediately evident. So for your cover page, you also want to use this. It's a little bit more real estate than just a profile picture to communicate the most relevant and timely offer that you can possibly do so if it's your latest special or a product launch. Amazing pop that on your capture page and then link Tree on Instagram is a super handy tool to actually act as the switchboard. So you're only allowed that one link, so I use linked tree to then once you click on the Link three Link actually direct people to multiple links. So that's a great work around and can also work in your favor when you have to, say Lincoln Buyer. But you have multiple offers running, and you're not sure which linked to put in my by then in terms of how we kind of conceptualize exactly what the content is that we're gonna put out there regardless of platform, I want you guys to bear this in mind. Take your brands based self, take your audiences mindset and take the cultural context in which you operate. So that's a bit of mawr of a macro. Look at things and you find that sweet spot with those three things into sick, and that is social media strategy gold. You can also employ the rule of thirds which states that 1/3 of your content should be engagement content. So that would be asking questions during polls, maybe eliciting some kind of response from people based on a story of your own. 1/3 would be curated content, so that would be content. That's not necessarily yourself. Your urn could be used a generates content. It could be Pinterest content. Could be Google images. It could be stock photography. I've got some, really, and Wen's later down. And, like in the course that chose you, my favorite stock photography websites for free and then 1/3 is your content. So this is a really nice mixed because it ensures that you're not selling, selling, selling. You're giving people you're curating your offering some beautiful kind of advice around a topic. And then you saying, by the way, he is my often so in terms of those journey, the first step is to find your target audience, so it's really important to know he is speaking Teoh. One of the tasks that I find most helpful and you guys can follow along, if you'd like, is to create additional persona, and then finally I establish my content pillars so to define my target audience, this strange show that I'm creating the right content for the right people and to better understand how to create content that speaks to that person's wants and needs on increased conversations. The easiest way to do that is a digital persona, and a digital Pristina is so brilliant because it forces us to undertake research, which not a lot of people do. Research can take many forms. It can be informal questions asked. Consumers on social media. What do you think of us? How did you hear about us? What is something that we do? Well, it's that, or it can be a male chimp. Sorry, it's serving surveymonkey or a Google questions length of goes out. You can also use Facebook's insights tools to better understand who's currently following you, which is a great hat, too, and gives you the opportunity to revisit any research you may have done previously. So here is my social media persona. I'm gonna make this inevitable for you guys so that you can have a play around. But just visualize when you're writing copy. It's even nice to have a name in your mind. Like Susan I dinner? Just that. You know, every time you write in content, you can think what? Susan, enjoy this. You know, Is this the kind of thing that Susan's looking for? And then finally, and probably the most fun establishing your content pillars. So are you gonna do product lifestyle, topical competitions or what is the breakdown in the split? It doesn't have to be a perfect science, but it is great to have kind of four key back. It's four pillars and competitions. It goes thought saying, perform very well in social media because you actually giving back to people and saying I'm rewarding you for following me and often also offering discounts are only to your social media following toe actually say to people, we see you and we're so grateful for your support. 6. Let's execute that social media strategy! : now moving on T Executing your social media strategy. So the easiest possible ways to create either a Google Sheets or an excel, which lists the days of the week that you're planning on posting your copy and wear the images safe so it could be on your Google drive, for example, and your activities can be broken down by day or by our depends on how scientific you want to be. But he has an example. You're saying this is the content politic. This piece of copy falls under This is the copy. This is the date. This is the time that I'm gonna put me posting. Be sure to consult your Facebook insights or whatever the analytics channel is associated with that platform to ensure that you getting people when they're online because that, of course, helps if you reach. And that initial attraction is so important for an algorithm to know whether that content is valuable or not. And then if you've got links or notes that you wanna leave for yourself, go ahead and put them here. It's also great to sit yourself an ideal frequency up friends. So you think to yourself. Okay, Facebook. I want to post seven times a week. Tricia, 14 times a week. You could do so much more than this because Twitter you should be posting more than two times a day. But conservatively and instagram four times a week decide on your scheduling platform. So if you don't like in every time you want to make a post, you can actually pick a shade dealing platform that does that for you. My favorite is Hoot Suite with this list of sprout social, which is brilliant and typical. Platforms like Twitter and Pinterest have higher frequencies, so make sure it's feasible. So, yes, it's recommended to post a certain amount of times on Twitter. Let's say a lot of people say saving finally enough, and I think to myself, I don't know. It was just another. It's during this, but you need to find that that happy balance will strike a happy balance between what you're capable of doing and what's recommended. And don't feel bad about it. Eva, you've got a business to run, then, in terms of planning content, ensure that anything you produce is aligned to both of content pillars and your business goals. So if your business goal is brand awareness gets what your social media objective is gonna be reached if it's look leadership consumption. Weird of math shares likes and retweets leads actions, sales conversion so you can see it's mapped very kitty in terms of a month of Clinton's ideas. I love this. I hope this is so helpful for you guys. It just shows you what is a fun way of structuring your first month of content or just really getting up up on the anti on your social media content planning. 7. Measurement & Optimization - How to know what's working and what's not: Let's talk about measuring and optimizing. So it is so important to know what is working for your brand and what is not so that you don't continue to spend time on something that's not actually driving your business goals. So the first kind of tough for trick that I have for you in terms of this tweaking and optimizing is to check at least every two weeks what the reach of your posts has. Bean and which post types are performing well, is a text posts is an image post. Visit your video posts. Is it? Which platform is a twitter? Is that Facebook It's so important to understand, so that undergo And on the fly, you can make this nutritive improvement on your content off and what is actually performing well for you? Don't just look at social media. If you have trackable lengths, which I will also touch on, you can also use something like Google Analytics. If you've been using you, tm tracking. If you've just been using basic link shortness like Bentley, which will speak to that also has a degree of tracking in volt in terms of all of the various inside platforms. I won't spend a lot of time on this because it is very straightforward. Each one has an analytics dashboard of some kind, which will have a day trains that you could tweak to see exactly what the performance was. Win and each have a slightly different set of metrics now the matrix that I like looking at his reach and engagement. But there are a host off matrix, which you can look at, which may be relevant to your business. So if I go into my do digital academy Facebook page, I can just click on insights, and I will get a beautiful dashboard and Aiken, then Tuggle in the day trains to see exactly what it is that I'm looking for. Instagram. Similarly, this one's accessible in the APP, but you have to ensure that you are not a personal profile. You have to either be a creator profile or a business profile. Then you will see how many prayerful visits you've had in the last seven days, and you can go into insides, and this is kind of what it looks like. It's a very simplistic version of the Facebook one. If you want to switch to a business profile. You simply go switch to business profile. And then it says, Welcome to Instagram business and you link a Facebook page. So that is the one requirement. Just switch over and well, that you will have your analytics at your fingertips just the same. Same. You just get analytics here. You can see a 28 day summary in terms of matrix. As I say they different for Twitter, it's impressions, engagement, engagement, rage. But it's also kind of, but more bespoke things like detail expands and profile clicks, so they'll be different platform from a lengthen perspective. Personally, you will not have access to inside so analytics and lace you on LinkedIn premium, however pages. Do you have this? Not even the career pages, but the company pages, too, so you don't have to have paid for on version for your business. And then, speaking of paid for Let's work paid media options 8. Paid Media Options made easy: so paid media options is one of my favorite topics because, it seems so, complicates it. And it is, sir, simple. It really is so simple. There is no reason to get flummoxed by paid media promotion. So if we have any backing and marketing, when business will know that a consumer goes down some kind of purchase training before they convert and buy your product. So typically this will be awareness, consideration conversion. That's your classic marketing federal. And what these platforms have done in order to monetize is they've matched them with objectives which are almost exactly the same. So awareness demand, customer acquisition and transactions. And so they will have different ad formats that speak to all those different objectives. And they will help you to achieve your business objectives, which is exactly what you want. So the first thing to consider about the various kinds of paid media platforms is that Facebook knows the most about you. It's a guest who has the most amount of targeting options, and they back in when it comes to targeting consumers Facebook because it knows so much about its users that marketers can narrow down. If I want a 25 year old based in Cape John who works in digital marketing. You know, I wish I was 25 but you know what I'm saying? It's It's It's so specific. So it has full name, date of birth, mobile number, email, address, age, gender, location. You guys, you guys get it Interest so you can be very specific. Unfazed book, Lincoln. They don't know that much about you. So they kind of targeting platforms are gonna be nearly as kind of precise because they don't know your interests necessarily. They might know the basic business in profile information that you gave when you signed up , But it's not really as row Best Oven advertising portal because it does. It knows list. Bart, you. So that's a really simple thing to keep in mind. Then, if you look at Facebook, you'll see these are the full testers of ad objectives that they have, and the speaks to my previous slide about that mocking funnel. It's got awareness. It's got to mon generation. It's good customer acquisition, and it's got transactions, and you can categorize old the different ad formats if you want to double check me. But that's kind of hot effects of them. In terms of way you go, I'm logged into Facebook. Yeah, I just went to create ads, and depending on how many pages I think it is that you manage, you'll even see a business manager or in ads manager. But either one are is exactly what you're looking for. Intense the payment side of things. What you're paying thesis, Social Media Network to do for you. They are slightly different models that work in slightly different ways, and this is probably a bit too advance for this course. But just that you guys know what these kind of look and feel like. CPC is a caspit click. So what is it that an advertiser is paying? So have you click on the ad Cost cp Cost per engagement? Same for engagement. Cost per mole. Is there any confusing? One mole actually means 1000 and Latin or French. So it's saying cost per 1000 impressions and Earth CPM is when you let Facebook optimize itself for the CPM. So simple, actually, when we get daunted, Facebook is a great one to speak about in terms of hell. It's paid media works because, as I say it's the most advanced, so they have really cool. But the functionality, like cool audiences, which is what I've just discussed when I said 25 interests where they live. But they also have to more called custom audiences and look like audiences. And I just thought I'd mention it because I think it's really important to show you guys exactly how wrote Row Best This can be. So if you're doing the core, which is the 1st 1 you can choose from interests, you can choose connections. What pages does this person like? You can exclude people in targeting. You can use postal codes you can use saved audiences. So if you use a similar set of demographics and cycle graphics to target people, you can just replicate that in terms of what this looks like. Here you go. It's so straightforward it's literally bolted into awareness consideration conversion. And there you have various ad formats. When they talk about C. T. A. So called the actions, you want to have the most relevant CT Ayla's you can possibly have on Facebook. There are loads on Twitter and Instagram. I think there are far fewer, but on Facebook it's applying our call now. Book more so you want that to be front and center on your ad when things bear in mind with Facebook advertising, when you do venture down that journey is that you cannot have lots of ad copy in your image . You can have it in the caption, but you cannot have more than 20% ad copy in the image because it just encourages people to make, like, more postal looking things. And it does look a bit Spanish. So that's why Facebook has done away with that in terms of remarked ng. We know that big brands do this, and this uses something called the Facebook pixel, which we're not going to speak to in this course. However, all it's doing is it's saying Teoh Okay, Megan, you love canon cameras. Yes, I do. When I then don't buy that kind of Cameron I go into Facebook is a little pixel that's being put on the take a lot wave side in this case, which then is able to save me that exact camera back. That's cool. Dream opting and it helps, especially with is a long conversion journey. It helps me to keep on thinking she I really do want that camera. And so here's a simple breakdown. Visitor comes to website the visitor leaves that they didn't see you add on other websites . And Facebook makes this possible because it has very advanced mark sing options. Instagram, on the other hand, is so basic when it comes to its paid promotion, you literally kicked the promote baton underneath, opposed, and you'll see this if you have a business profile that says you want to promote your profile, your website or your direct messages. I mean, how simple is that? If you click your profile, it'll say target audience, Spend confirmation. If you click website, it'll say UL calls action, target audience confirmation. And if you say d. M's again exactly the same Twitter, Exactly. The same kind of walk through is that awareness is it follows. What is the objective that you're trying to achieve? And Lincoln is the same to lengthen. I will say the ads are quite expensive, and they formats are typically quite small. I've run these text ads before, and they really are those tiny little ads on the right hand side, so definitely worth considering. Bet I will say, if you have a very visual brand, you might be disappointed in that sense. Lengthen the objectives all website lead generation, which means you actually capturing email addresses to get back to those people and video views. 9. BONUS: My holy grail toolkit: Welcome to Bernice's Toolkit section. This is honesty, my absolute favorite section because I'm going to be sharing with you guys, ate top tips and tools that are really invaluable, indispensable in the social media world. So we're going to run through them by category. And I'd love to hear it in the comments if any of them you already use and they have been chained to go live, or if there's some that you've just never heard of. So without further ado, we're really going to be running through power up your productivity, being productive on social media and in this world is honesty one of the most challenging things. There's so many things going on at any given time. And I've really noticed that the quantity of my work changes depending on whether I'm using a product of its heat tool or not. They are a lots of options out there and a lot of it is personal preference, but I'm going to be sharing with you two of my own favorites organization when when it goes without saying that if you fail to prepay, you prepared to fail. This is especially true within the space with the amount of creative assets, video files we transfers that fly around between you, your clients, and maybe your teammates or business partners. It's really going to be critical that you ensure that all of your assets of beautifully organized. And that's where this section is going to come in handy. Next up is grand designs. This is my favorite section. So how you actually going to create creative outputs and not necessarily using a designer. So a lot of us are not fortunate enough to have designers at our disposal. So we do kind of make do with what we have. But they asked some really handy tools that are going to help you in that process. Number 4 is stuck snaps. So we would be nothing without free stock, stock photography. Obviously as far as possible, you're going to want to credit whoever took that photograph. But often it's not possible to either have stock photography or stock videography that you've shot yourself as B-roll. So actually it just going to have to rely on what other people have provided for you, um, and snakes. Number 5 is shale drilling tools. Unless you want to be logging in and out of every platform every day, I would strongly suggest looking at some scheduling tools. These can be expensive, but I'm going to share with you how I get around us with more cost-effective means. Paid media tools. Of course, we didn't cover too much on paid media in this particular course, but in future courses, we can certainly do a deeper dive into paid media. What I would suggest looking at all the tools to two tools that I suggest in the section, tracking and reporting. So particularly if you're doing social media on behalf of someone and not for yourself, it's going to be really important that you generate very beautiful and attractive reports. However, that being said, even if you are running social media just for yourself, you do still need to be keeping track of those matrix. Doesn't need to be as aesthetically pleasing. But certainly if it's a Google Sheet or something like that, it's going to be really important that you are keeping tabs on your milestones and making sure that you're holding yourself accountable. And then finally, learning resources I'm going to be sharing with you where I get a lot of my Intel all about the latest and greatest in social media. So let's get cracking with the very first section. So power up your productivity by two absolute favorite tools are Asana and Notion. Now I know you meant to use one productivity tool and my using two is probably contentious at best. But I find that they useful for quite different reasons. So a sauna I would really recommend if you're working as part of a team, you needing to allocate tasks forwards and backwards and just really get that operational fitness going. So if you work for a social media agency, a lot of them will use the sauna potentially trailer, that it's quite traditional project management tools that are really going to ensure that work is moving seamlessly through the Teams. Nourish and I find is a little bit less conventional. So although you can have team members on notion, for me, the way that it's set up, it doesn't really feel as kind of pump as much worked through the system as you can. It fills more around things like journaling. I use it for capturing some of my thoughts during my personal journaling. I even put recipes on my Notion. So it makes sense in my mind for a sonnet should be really like the heavy lift in terms of professional, my professional career and high interface with other people. And then Notion I kind of liked to keep as my corner of the Internet where I organize my thoughts. Although I must say obviously the functionality is much of a madness. For example, if you are familiar with productivity terms, things like kanban boards are common across both. Also set up timelines across both. So I think the end kind of output is quite similar, but the fields, certainly other platforms, it's a little bit different. The great thing is that for both of these platforms, if you're the only used on the platform, I believe it's completely free notion for example, I don't pair thing asana, I'm on a premium version because I'm working with a bunch of other people. So it's really a good idea. If you have no idea, I'm you never worked with productivity tool before to potentially sign up for the free trial on both and just see which better suits your meetings. But certainly it's going to be one of those things that's just APP levels, how you show up in the social media space, because everything can be preplanned using those Kanban boards to know what is going on when. You can set reminders and then it's not about having a 100 sticky notes all around your house. The one thing that I will say is a leg up on Asana is if you're wanting to track your time, that is a beautiful plugin called hour. And that works with Asana, in which case, when you start on a task, you simply double-click a big green play button and that's dots to track your time and you then click stop once you've finished. So if you're working as a social media manager on behalf of other people and maybe you are needing to increase your retainer or host those sorts of discussions. It's really much easier to go back to a point of facts and business, how much time I actually tracked on this retainer. So I really hope that this helps you pack up your productivity. All right, Next up organisation 1, 0, 1. So this is going to be the crucial parts of maintaining your sanity AND gates and everything that you need lab when it needs to go live. The three kind of key tools that I'm using is Dropbox or Google Drive. This is really a matter of preference. I used to absolutely despise Dropbox until recently I realized it was because I was using the web version once you've downloaded the actual app version and have it sinking with all of your folders that are locally on your computer, I find that it's a much more seamless process if you're having difficulty, that's a good tip. Otherwise, Google Drive works beautifully. Obviously it's nice in that it sinks with other Google suite of products. Especially if you have an Android phone and you may be using Google Photos, then that might potentially be a better option for you. Where these also come in handy is if you are using a Google Sheets method of planning your content. Or even a Google Slides means that you can always click and paste that link. So whether it links to either dropbox or your Google Drive, so that when you're looking for that asset that you need to schedule, it's all already there. So really hyperlink and keeping tabs in terms of where things are saved is going to absolutely change your life. And then Google Slides and Google sheets, these are two different ways of keeping tabs on your content. So Google Sheets is obviously a great If you have high volumes of content and you're working with lots of people, googled sides is great because it's a little bit more aesthetic. So really it's going to be a matter of preference. I prefer using Google Sheets. I find it a little bit more pragmatic. But if, for example, you are pitching on a business, I'm sure you would then defer to something like Google Slides, which is going to allow you to make a little bit more of a pretty presentation when you actually put it forward to your client. All right, The next section is grand designs. This is possibly one of the most important sections. And for this, I used to have a bunch of different options for design. But really the more that I work with Canva them more than I feel, it really is a one size fits all solution. So up until now, I have had the free version of Canva and I felt like, Oh my gosh, this is great. Why would I ever need a premium version of Canva? I'm always one for advocating for the free trials, but I will, sadly safety you guys, that the premium version is just worth its weight in gold and it's so worth making that investment of every tool that I mentioned in this section, I would say this is the only one with a premium kind of perspective is really key. And the reason why I say that is because you're able to save your hex codes. Now a hex code is a fake to be a digital pen tone corroded. Second little alphanumeric code, which is going to reference exactly what your color scheme is. And on top of that, you can also say funds. What that means is when you use in Canva templates, you can actually click on the styles and baton on the left-hand side. And then it's actually going to transition that entire template to your saved template. So annual saved colors scheme. So instead of you having to do everything manually, it really is going to save you, I think more time than what you're spending on the subscription. The other thing that I love using envoys, of course, I have my YouTube channel which I sometimes need thumbnails for. So I like to deep H using the kind of background removal tool which is only available on the premium version. So that's definitely going to be a game changer for you. If there's anything you can find in Canvas by way of icons, I use a website called flat icon. I use it for my Diggs. You'll see there's lots of iconography and that's also a really, really great one to use. So I hope between those two tools, you'll kind of feel sorted from a design perspective even if you don't have a designer. All right, next up is stock snaps that although Canada does have a lot of stock photography, involves, I would suggest, looking at these three additional stock photography resources. Bear in mind also that and splash and pixels. I think they do have video repositories as well for free stock videography. So if you want to really push yourself, there is some kind of backup videography that she can get a two, but certainly from a photography perspective, these three are going to keep you absolutely sorted. I do like because it does have a more representative kind of demographic of people. Whereas pixels and en slash can sometimes look a little bit, kind of lacked diversity. So definitely do look at mathy if you're looking. And for young people of color and people that just are a little bit more representative. All right, next up is paid media tools. As I said, we're not covering those in extensive kind of detail, but certainly things like the Facebook creates a hub is going to be imperative to actually apply labeling your understanding of paid media. So even if you never run the ads, I like to look and creative hub to see, are they ads which match my particular objective in terms of my social media? So if I'm wanting to capture email addresses, what does that format actually looked like on Facebook or Instagram? And so this is one way of really having to be able to play or being able to. Tinker and a sandbox without making any real commitments. So definitely check out creative hub, add pallidus, much of the same thing. A lot of agencies use it to mock up paid media formats without obviously having to sit them up with in the platform. So those two are well-worth a checking out. The next step is she dealing tools now, but this is a biggie. So there's a lot of different schools of thought in terms of how you should approach scheduling. But one thing that is kind of universally accepted is that Facebook doesn't like you to use third party platforms and it can result in diminished reach. So it's almost like they want you to schedule everything on Facebook. Shigella, which works for both Facebook and Instagram. However, you are very busy or you are running an agency. It is still not really feasible to use multiple platforms because, for example, you can use HootSuite and Sprout Social, which are two competitors for things like reporting. So some clients will just opt to kind of turn a blind eye to the fact that it may be impacting the Facebook reached for the sake of convenience, for the sake of being able to actually schedule everything through one tool. Other people will kind of go through the hassle and schedule and Facebook directly and then maybe use different tools for some of the others. You will have ever end up with quite a fragmented approach like I've heard of some people that will use tailwind for Pinterest and then for Instagram they will use later. And so That's just gives me a headache to meet Frank. So I love using Sprout Social, that is my go-to, but I'm not saying that this is a one size fits all. I'm saying that if convenience is your 0101 prerogative, then certainly it's going to be your best bet. However, there are some drawbacks including reach, particularly on the Facebook platform. So the Facebook schedule, as I say, works for Facebook and Instagram. It is not the greatest of interfaces. I do think that's prosocial and HootSuite a little bit more intuitive, but effectively what they're going to allow you to do is drag and drop against a calendar and prescheduled or your posts so that on the day you're not scrambling around looking for your assets, although hopefully you link them in your Dropbox. So definitely these are going to be your best friends. And as I say when it comes to reporting, it's also going to help to aggregate stuff as well. I also know, for example, HootSuite is very well used for community management, is actually getting back to people quite timelessly. So for the sake of a one size fits all solution, I would say it's fraught social and HootSuite do have that consolidation factor, but of course, you just need to be mindful of some of those caveats that I've mentioned. Of course, we need to track our success on social media. So the three tools that I like to use for that, a Berkeley hourly if I'm using HootSuite. So Ali only works with HootSuite and then link tree. So he is really what allows people to shorten lengths. So instead of having www dot, whatever, forward slash and then a product, it's not going to look great on social media and you're not going to have that layer of tracking. However, if you use a Bitly, you only need a free account once you've signed up. It allows you to generate these links. It'll give you a much shorter link which you can then review on the Bethe back in to see how many clicks that particular link got. So, but she is a really crucial part of any strategy in terms of how bigger brands will do it. They'll actually register a short URL whisper, please. So many of the clothing retailers, it'll actually be a personalized, but Lee, and it looks like it's branded. So It's the Bitly pod kind of freaks you out. There are ways around it, but you just have to pay for that branded shortened URL. Ali is going to mean that if you're using HootSuite, you don't necessarily have to use, but the you can just paste the link and it'll shorten it in your description kind of section. So that is a good time saver. And then finally, link trees. If you're not using link tree or some kind of link switchboard on your Instagram. It's going to make life very difficult because otherwise you're obviously only have that one piece of real estate for an Instagram URL link tree is going to mean that you actually have that little mini switchboard going. What's gonna get people exactly to where they need to be? And you can reference stuff come up in your most recent posts. So definitely I would suggest looking at link tree and the reason I've included it in this section as it does also have a tracking layer as well. The second last section I'm going to share with you guys is educational resources at the end of this masterclass, I don't want you to feel like, you know, everything there is to know. Certainly social media is one of these things that is such a broad and ever-changing topic that you are going to want to stay abreast with the trends, particularly if you are doing social media on behalf of the client. I find whenever there is an awkward pause in a phone call or an a status meeting, I'm able to say like, did you, instagram has released a new piece of functionality and you really just fill a bit less like an honor. So in terms of my favorite resources, yeah, Facebook blueprint as my absolute go to, this is a Facebooks or Training portal which covers Facebook, Instagram, and what's app. And it's very short and sweet courses. So you can pick based on your objectives as a small business, you don't have to do their certifications. You can just watch a 10 minute kind of cheat sheet masterclass, which has great Social Media Examiner is great in terms of topical news around social media as well as some white papers and benchmark reports. So their mission is ready to help small business marketers and navigate the jungle, that is social media. And I love all everything about them. And feel how it really does make you feel like you're exploring new terrains when it comes to social media. And just really get your passion for social media going. Next up is later. So later isn't Instagram scheduling tool and later has a really insightful blog that has topical news pieces, particularly around Instagram, but also things in terms of how people are using Instagram. So if you ever need to get inspired, particularly on the IT platform that I think the latest blog is really going to help you out. Then sprouts or till and HootSuite both have really awesome resources section on they waive sides. So do check them out if you're looking for some social media intel, and finally, the Digital Picnic, a contract commandlets company enough. Follow them on Instagram. They have the most amazing paid products around prompts for story ideas and that kind of thing. So definitely if you wanting to get those juices flowing, the Digital Picnic is going to be as, and what I often say it with my students is when you think about educational resources online as you want and to really be like snackable content. So instead of having to read a white paper every time you want to stay abreast. Why not do it on a truly sociable wave and follow the thought leaders in the space. So I'll also share the Instagram handle of the kind of hay that Instagram. He's also a brilliant one to follow because he actually forms a status IGTV is. So it means that you're not actively having to make an effort once a month to go and read a particular blog that you actually kind of incorporating it into your basic content diets. The other thing that I do often mention is if you are consuming what fills like the McDonald's or fast food of social media content. Think the Kardashians and just, you know, maybe the cosmopolitan or very kind of rapid social media stuff. It can often be the reason why you feel a bit that when it comes to social media. So I find the mole that I followed thought data's in the space, amazing brands with cool content and I just unfollow the stuff that's not bringing me joy. I really call it a curating my content diet. So much like you would changing your actual diet. It's a great idea to think about ways that you can change your content dive, which make being online so much as a social media manager or as the person managing social media on behalf of your own business or Rayleigh, much more bearable and fun place to be. And then finally, my quick fire hacks. These are things you didn't know you wanted to know until you know. The first is Whatsapp. So one of my favorite hacks is to actually add myself and a friend to a WhatsApp group and then remove the friend. That means you have a WhatsApp group by yourself, which means you can send things to yourself and easily transfer things between your desktop WhatsApp, as well as your phone, WhatsApp. So if you don't, for example, have an Apple phone and an African pizza and you're not able to use a drop, you can actually transfer in that way without having to use emailing or Google Drive or anything like that, but just quickly transfer it post across. And then telegraph has a very similar functionality. You don't have to use the workaround, I think it's called Saved messages, but I'll put it on the screen now. And that's really going to allow you to save your messages and have that be readily accessible if you need to post on the fly for whatever reason. So you can easily transfer stuff off your file explorer on your competes on. The next thing is a game changer lost pos. I only recently adopted this and it has made a marked improvement in terms of how I feel about being online and not having to stress about cyber security. So what will often happen when you are managing social media on behalf of clients, you will have all of their logins written down on a piece of paper that couldn't be blurred with the wind audio window. It's really, really not secure. So last part is going to allow you to save all of your passwords in one place you sit a Mazda password for everything. And you can see I have my personal stuff, I have my business stuff, I have everything all saved together. There's also things called secure nodes, which again is going to help you to save things like ID numbers or social security numbers or anything like that, that you just want to stay say it's not even just in the social media realm, but beyond that. And I will say that this does make a big difference in terms of your feelings around being on the internet unready, having it be a safe place. So definitely if you need some assistance in that regard, I would suggest taking off last pass. And then finally, IV line break at IgG can be notoriously difficult with how it changes your copy when you're busy with JJ link. So I'll have everything beautifully laid out in my Google Sheets. I'll copy and paste it over to Sprout Social and they, it'll just compress all my line breaks out. So I've also included a handy tool which you basically just copy and paste into. And then once you copy it out of there, it's going to ensure that your line spacing stays true to what you intended. And that brings us to the end of a super handy Toolkit section. I really hope that some of these tools to prove invaluable to you. Some of them are definitely worth the investment like Canvas, if you take nothing away from this, know that Canada is going to be a lifesaver, but some of the other tools are really going to make your journey online being a social media manager or as the person responsible for social media for your brand. Just a much happier and healthier place to be. And that's really my role is helping you guys do that. So I hope it was helpful and see you guys soon. 10. BONUS: Answering your FAQ's : Welcome to the FAQ bonus section where I am going to be answering all of your frequently asked questions. So hopefully if there's anything that was still a niggling you in the back of your mind in terms of stuff that wasn't care. And particularly if you're taking on board social media management on behalf of a client, this section is going to be super handy in addressing some of the documentation that you will almost certainly require before taking on social media management, as well as some final handy resources just to make sure that you guys are truly well on your way. So le'ts brand through some of the most frequently asked questions that I get. So although this is not a frequently asked question, what documents do I need to succeed? I really do feel like it should be because oftentimes what I find when people start to panic is when you kind of stress test with them like, okay, well, what was the agreement with your clients or what was your agreement with your supplier? It turns out oftentimes that there wasn't an agreement or if there was an agreement in place that maybe wasn't specific as it needed to be. So I've kind of put together my top tips in terms of what documentation is really handy when either someone's running social media on behalf of you, or particularly to protect you as the social media freelancer as well. So the first thing that's really going to help you as a brand guide. So I always say that social media holds up a microscope to your brand. And what I mean by that is if a client or your own brand is not clearly defined in terms of its look and feel and its funds. Social media really does kind of hold up that magnifying glass to that and draws attention to the fact that your brand is not as well established as it should be in terms of look and feel and how it really shows up online. And then it becomes incredibly difficult to do great social media for that brand because it's indistinguishable from other brands within the market and doesn't really clearly communicate its own unique selling proposition. And ready, you're going to lose a lot of your content or the cashier emphasis the case. So if it's your own brand, I do suggest taking one or two steps back, potentially designer to sit up corporate identity or a CI as we call it. And really established what are those logos and fonts that we're going to be using? Hex codes, color palettes, you name it. And that's really going to help you when it comes to generate and your social media content. And really going to save you so much time in the long run to not have to deliberate what colors look good on your reel. It's really needs to be a no brainer in terms of these on my brand colors, these are my brown funds. That's what I'm going to stick with as far as possible. If it if it is a client that you're working with, obviously this is a little bit more sensitive because you would need to say to the client, look, it's going to be really difficult to proceed in a smooth and succinct way without doing a little bit of groundwork for ultimately you'd be doing them a favor by just being honest with them. So the more clearly defined your brand is, the more succinct you're going to be able to communicate it on social media. And so really this is one of the best places to start. Number two is my community management guide. You can also call this frequently asked questions. If you're going to be doing community management on behalf of your clients, you need to obviously have a great understanding of what are the questions that customers are asking in regards to the product or service? And so these may not be immediately apparent off the bat. So it could be things around shipping logistics. What happens when there's a customer complaint? How does this all get addressed? And not only is it answers to these questions in a generic fashion and take the turn that you're wanting to respond with as well isn't quite as sassy responses, the quite a formal response devoid of emotion. Do we want it to be quite full of emotion? That's all going to really come down to the brand personality. So I find this FAQs or community management guide super handy because if, for example your team gets bigger and you're expanding, you need so then a brief someone else on a brand turn, as well as what are those creations that they're going to be on string from a day-to-day perspective. Now in terms of how long I suggest you take to get back to a customer, I like to bench mark and a maximum of four hours, but bear in mind this is of course, hours. So we all need to sleep so differently it do not try and respond to people off to others. Definitely not absolute there seven PM in the evening. I don't think anyone expects that, but I think it's a great idea to communicate that with your client as well. The third is the escalation plan. I call this a who you're going to call. Here, you're gonna call when things go wrong. And sometimes you do encounter some women, wonderful things in the world of social media. So examples would be terrible content being posted to the page on a weekend when no one is monitoring the page. And of course, trolls are quite affair with the fact that people are offline and potentially could take advantage of this. So you want to have. A plan that makes it quite clear in the instance of an emergency, who is it that you're going to call? Is that the brand manager of the company? Is that someone higher up? If it's a complaint that's gotten ready series is they may be reputational key office and that you can speak to you. And oftentimes what helps me and some of my clients is to classify these ideas as red, amber or green. Red being like the building, burning and drop everything and handle. This is connected to the sea and issue a press release. And then you can kind of work backwards from there, but that's really going to be a great starting point. Number four is absolutely crucial whether you're on the client side or whether you're the and the a or service level agreement. And we're going to go into a lot more depth on this one, particularly because as I say, a lot of these things are overlooked. And only once the wheels come off to people start to ask questions in terms of why wasn't this picked up? And then realizing change kids was out of your scope, which you haven't communicated that that would be the case. So this is really an agreement which is going to cover how frequently you check the page, as well as some other key details around public holidays, Christmas and so forth. So really how it is that you're handling things in almost every eventuality. Then number 5 is your digital marketing strategy. So social media might comprise a massive part of digital marketing, but it is the entirety of digital marketing. So of course, there would be other assets and pay including things like websites, newsletters, and so forth. So as far as possible, you want your social media to really be cohesive within that broader strategy. And some people might not call it a digital marketing strategy and might be more of a brand strategy that does include things like websites in it. But really you want to make sure that social media is operating within a broader ecosystem. It's aligned to its broader ecosystem and it's really kind of supporting the key objective. So if for example, part of, part and parcel of the digital marketing strategy is something like growing the e-mail database, then that should be something that appears within the social media objectives too. So Dave, mutate trying to keep a consolidates it all coherent approach across multiple different online platforms is going to be the best recipe for success. And this may force you to work with other suppliers and other members of your team. But certainly it's going to be worth in and the long route. And when you do have that beautifully consolidated approach to your online presence, the second one is a content strategy. So you would have seen it come through quite clearly in this course that it needs to really be a defined thing that's written down somewhere. And even if you are, you will earn clients. I would really urge that even if it's a one and paging, you have clearly defined in terms of what would best practice look like for your particular brand. So this will define your content, your content strategy, as well as a clearly defined editorial process. And again, with a wheel, sometimes do fall off is in the process. So you may start off with the best of intentions, but as soon as you start skipping meetings like statuses or auditing sessions, it starts to make it more and more difficult to keep track of social media. So you'd really try to install that operational rigor as far as possible when it comes to both the content strategy and the execution they are. If nothing else, I would suggest that there is an approach be in a one-pager with which quite explicitly states the role of each tunnels on the channel palettes. And this might, might also help you in future. If someone says, Why don't we create a tiktok or what did we could club house. You can kind of circle back to the current type forms that you have. Why you have them? What is working well for you? What is not working well for you. So that in every eventuality, so people suggesting that you do different things or more things, you can kind of come back to that single point of truth and that's really going to stand you in good stead. The next item is a hashtag strategy. So again, people do tend to skip those. I loved doing a one-pager where I list four different sense of hashtags, which I can either save as a shortcut on my keyboard and my mobile phone, for example, I friends make it really easy. Us. Maybe it's a sticky note on your desktop or physical sticky note on your days. So just making sure that you are consistently using hashtags to make sure that that organic visibility is as good as it can be. And then only trying to augment with paid media. If you don't do this, obviously, or reliance for the paid media becomes so much larger. And that is not exactly what we're wondering. Bear in mind with hashtagging, like we said, you can also hide these and stories and help you to kind of appear on the page as you can you what stuff like Rails and IGTV so differently do make sure that you're maximizing hashtags on that. These are written down somewhere. And finally, the last thing that I just want to mention is some kind of reporting template normally going to be handy, especially when working with a client to say to them, This is a dummy or a sample report of what it's going to look like this. So what you can expect, these are the metrics will be tracking. Is this what you're looking for or not? And then be able to actually tweak and optimize accordingly. Versus getting to the end of that first month with your clients and think has the big report that I've spent hours slaving over any for them to say, you know, you haven't captured the major things that are important to me. So just getting some alignment and KPIs and metrics is going to be really helpful and just managing this expectation with your client and friends. They are quite different approaches to reporting. You can either build a live dashboard if you wanted to, using a tool like Google Data Studio. But typically you do need paid plug-ins to do this. Alternatively, you would just be exporting it out of your shitty like software like your HootSuite or your disrupt social. Now, as promised, we said the fruit go into little more depth when it comes to the service level agreement or the eighth. And the reason why I kind of pause on this point is because it is really kind of bedrock of your relationship. So it's going to capture everything from how much time you're going to be working on their social media every week. What outputs your client can expect. So it is a mood boards is it looks and feels. Isn't three Facebook pages a week? Is that a 100? You know, it's very difficult to get on the same page with implants. You haven't drawn this line in the sand. You also going to stipulate how often you would send the content calendar and how long your client has to approve it. So oftentimes what will happen is the client will be delayed in their approvals, resulting in B outputs going out a little bit delayed. And if anyone would say have a pointed fingers, you really do want to be quite clear on the fact that the feedback was delayed and that's what's causing the issues. You also want to state your hourly rate for the hours that you estimate the tuple need. And even if you are offering packages, that isn't good idea to give an indication of what the ALI rates is. Because if adhoc requirements crop up, you can say to apply and look not currently within our scope of work, but I'll charge you ads X amount per hour over and above. This is assert really important if you need extra time. So you may choose to have a higher or a lower hourly rates on the extra time. So for some five times, for example, I like to actually drop the rate once it goes over a certain threshold because then, you know, it's almost like rewarding them for their loyalty. But I can't see in some instances you may actually want to do the reverse and increase your hourly rates on the over and above I incidence based off of purely how much over time can you work if this is a side hustle, it might be a bit challenging to work too much over time. You also going to state how many times you'll check the various pages. Whether you'll check the pages on weekends and public, is when you'll contract starts and ends up being quite defined in that in point. Because I do think, especially if it's a new client, it's nice to have a trial period. If things aren't maybe going away, you could cease the agreement before it really kind of takes a hold. And how often you will invoice. So some plants have different billing cycles and you just want to make sure that you're really aligned to that. And then whether you will be doing paid media for your kinds and if so, how much? Because the last thing you would want the client to think is that it's actually been incorporated a new costs and there's some Instagram produce budget which they isn't. So remember that this is a hod cost, so it is a little bit difficult with invoicing. It might be something that you actually choose to a friend or, you know, putting data deposit of 50% and covers the head media costs as well. So the same goes for any software that you may need. Again, it's a higher cost if you're using things like spots rational and hits Sweet, you may choose to itemize that, or you may choose to kind of hide it as fat in your normal the legs. Then how much paid media management you'll charge and the breaking of what is copywriting versus design versus paid media management. And then what are those reports that you're actually going to be generating on a monthly basis. Next step is how should I price my services? Now this is obviously quite a contentious issue because everyone has different opinions around this. But I'm trying to give you guys that the most objective view. So there is a lot of temptation, particularly in the social media realm, to undercuts. So in order to get the business you think, okay, you know, they've got a supplier and they're charging ink, so let me charge x minus a 100 and you end up backing yourself into a corner to the key way you actually not able to cover the time that you actually need to spin to do a good job. And so what that could result in a shoddy output just by virtue of how much the client is paying you. So my preference is RA that's often you clients a promotional periods. So for example, maybe the first month is discounted, but really to make sure that the rest of the agreement is covering your time as best you can. This is why I did mention in the tool section that I do love Asana and it's time tracking plug in ever are that you're able to kind of implement urban above. And so if you ever do need to convince your client that you need a bigger It's Hannah or kind of prove that you are spending hours. Would you say that you're, you are, then that's a great way to build trust. And the worst-case scenario is really going to be this long-term contract with no clear point at which you can raise your pricing and actually move into the next chapter. So using time tracking plugins is going to be super handy, not only for your client but also for you. I tend to be product to mystic and how long I think some it's gonna take me and then when it takes double, it's quite difficult to reconcile that from a profitability standpoint. So that's just something that I want you guys to avoid as far as possible. Note that you also need to take into account any of those hot costs. So overheads like I mentioned, so things like CAD of a premium, you will handy scheduling tool and it's quite nice to itemize this on the invoice so that it's clear that it's not just about your time taking into account any of that paid media promotion. And then also a great hack is to figure out how much you would ideally like to old from new services and kind of work backwards in terms of what you can manage. So say you could only manage three plans and you want to bold, you know, it's a Enron's because I'm busy. America, but say you wanted some old 10000 round over and above your current salary, then you would know if you could only take on three clients that you want to pass them around 3300 rad. It's also worth putting together packages, even if you find that a lot of your plans to part from them, which I also do find as I kind of think like evidence of the spokes service and how can I put forward a package when every time is different. But really it does help the client understand if it's something that they can afford or maybe they're being a little bit ambitious in terms of having you on a monthly retainer basis. What this does also open up and what I do like to encourage my students do is have a 1s or fees. So you could always conduct a social social media Audit and before recommendations, and they're not necessarily come on board long-term. This is a really nice way to be sensitive to people's budgets without them killing us off in the long term, trying to do work that the client is genuinely can't afford. Next step is help. I'm not getting along with my clients. What do I do? So I've been in this predicament before. It is a very tricky one to manage. So anyone who isn't this predicament, I really do empathize, but it's imperative tap a good working relationship when it comes to social media. Because there is a lot of back and forth and approvals that are going to be happening. So you can make your process as seamless as possible. But oftentimes they will still be what's absolute? Go flying forwards and backwards. And you just don't want to be doing with that with someone who you don't feel comfortable working. So if you're not feeling the love, I would suggest trying your best to address what it is that it's kind of bothering you when it comes to working with this client. And then if you feel like it's maybe not reconcilable to exit the agreement has graciously and as quickly as possible. So rather than continuing to Bolton expectation is just to say, you know, this isn't maybe the best brand for fitful my business. One tactic is to meet for a chemistry coffee. I find this very helpful, even if you plan on working remotely, if you are based in the same or similar place, it is nice to meet your client face-to-face at least one SAP friends. And if you kind of get the CBGB's or fill like this, another thing that you want to pursue, I think it's well worth actually stating that. The last thing you want to be doing is marketing for a dentist, for argument's sake, add boards each tears. So I think just getting to grips in terms of what it is that they need and whether or not that's a good fit for their business and for your business. Next step is, of course, where should you look for work if you are not a social media manager or aspiring social media manager who's trying to get work. So take it from me. Facebook groups are absolute. Gold mines. Be sure to check these out so they typically country-specific, but definitely it is worth kind of looking a little bit broader than just your country. So maybe you could your, you know, your state or your country and then maybe some just bigger than that. But certainly you're not wanna go to, want to go to global with this because competition will get bigger and better or worse. And then searching on LinkedIn for jobs with keywords like freelance or remote, I will supply that works really well. I also like creating a freebie or legion in order to start conversations and build your credibility within the space. So it could be things about like maybe social media management 0101, and ensure that you are showing up as consistently as you can online and sharing your services and creative ways. Once you have one client, it becomes infinitely easier to lad works or rest assured that a key client that you enjoy working with and whose Instagram feed is really looking magical. You can really say two or new icons. Look, this is what I do and I'm so proud of it. And also that helps the passion to really come through. I also like it when service providers use the Instagram stories to highlight the highlight that's called something like testimonials, which really speaks to the fact that you're a great person to work with, which I know you guys are making it clear where you are based, in which niche operating and make this quite specific in your bio if you are looking to gain work as a social media manager, next step is how do I become better acquainted with my clients business without asking them a thousand question and the friend Amanda, is that you can't you can do as much research as you can possibly kinda stand within reading a website, reading past social media comments. But most of the time it is predicated on a good working relationship with your clients. So you do find yourself asking a lot of questions up front, and I think it's worth having that conversation with the client saying it's some kind of feel like it's worth outsourcing to me initially because I am going to have a lot of questions about your service and product, but make it clear that it's that you can accurately portray them online and longer-term. Obviously, some of those time savings are going to pickle. And then finally, being online 24, 7 has left me hating social media more than love against. I hear this all the time. Now, if we go back to some earlier points around curates and our content diet, this is going to be one of my peak kind of key pieces of advice here is that you want to be really mindful in terms of what you are consuming. Fats, you can always take a bubble bath, going for love, jive with great music or damage in social media and appraise lung capacity to remind yourself that it's not necessarily that doom and gloom that it seemed to be. So it's kind of an, a that symbol that you're going to reach this point at multiple points in your career as a social media manager or as a brand owner that's really undertaken the huge responsibility of doing social media. So just be sure that you're keeping yourself in a positive mindset. Also, I do find that joy link does help a lot. And then again, kind of getting to the source of what is actually bothering me. Oftentimes it'll just be a handful of people and you can kind of carry on your merry way. And this is going to be a better long-term approach than just giving up with social media holds together. I really hope that there's a bonus section on FAQs was helpful if you have any further frequently asked questions of goes without saying that I love chatting to you guys, then I want to hear from you in the comments. And the more questions that you send, the more juicy these FAQs sections will be in future. So please do help me improve my courses. I am all for constructive feedback. 11. Thank you for joining!: and that is dead. Guys. I really hope you've seen how simple we can all make social media. If you loved this course, please let me know. It's my first girl shake course, and I'm going to create more if you guys love them. If you want to stay in touch, please don't forget. Search makes Hollis on YouTube. You will find me there. And the most important key that I want to leave with you guys today is this key for six days on social media is authenticity. No one does you better than you. So have fun. Be creative. And if you have any questions or comments, please ask them. I will be so happy to reply to on the forums and without anything else. I just wanted to say thank you guys. So much for watching my first skill shake course.