Simple Tips to Optimize Your Business Social Media Profiles | Beth Mueller | Skillshare

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Simple Tips to Optimize Your Business Social Media Profiles

teacher avatar Beth Mueller, Discovery + Story

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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

    • 1.



    • 2.

      Define Your Goals


    • 3.

      Write a Clear, Simple Value-Based Bio


    • 4.

      Take Advantage of Images and Links


    • 5.

      Adapt for the Channel


    • 6.

      Class Project


    • 7.

      Final Thoughts


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About This Class

In this class, we’ll go through a few simple ideas you can implement to optimize your social media profiles to achieve your business goals. This helps us get clear about how we’re using each channel to communicate the value of our products and services to customers. By the end of this class, you’ll walk away with a strong story foundation that will set you up for success as you publish content. This class is for beginners with simple tips and can apply to any social media channel you want to use. So enroll in the class and let’s get started crafting excellent social media profiles.

Meet Your Teacher

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Beth Mueller

Discovery + Story


Stories are powerful – I knew I wanted to be a writer when I got goosebumps after my second grade teacher read us Where the Sidewalk Ends.  Since then, I earned a degree in teaching creative writing and published my own work. I also have a marketing degree and have combined business strategy and creative writing to help companies communicate for more than a decade. My newest adventure is Discovery + Story, where I give free resources and tips to help small business owners take their communications to the next level. Check it out at

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Level: Beginner

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1. Intro: Hi there. I'm Beth Miller, and I help companies connect with their customers through smart storytelling. I do it through a three step process where we discover, build and share their stories. I've been helping companies communicate both externally and internally for 15 years, and I'm really excited to share some of that experience with you guys in this class to help you drive even further into success in your own businesses. So in this class, I'm gonna walk you step by step through some specific actions that you can take that are gonna optimize your social media profiles. We do this so that we get super clear about how we use each channel to communicate the value of our products and services to current and potential customers that were targeting at the end of this class, you're gonna have new social media profiles that are gonna lay a really strong story foundation so that as you post content, you're gonna bring your brand and company toe life even more. This class covers the basic so it's good for beginners. No prior knowledge of social media marketing or content creation is needed. Also, this classes channel agnostic, so that means that we're gonna talk about building your business story and then tweaking it for any social media platform that you want to be a part of. So enroll in the class and let's get started creating your social media profiles. 2. Define Your Goals: So let's start by thinking through how we want to use our different social media channels and put our key messages out there. What I really encourage you to do is have a clear goal for each of your social media channels. Before we start, you need to know why. It is that you want to use it before you can start to see those good things happen as the results. And this really starts by looking at your target audience for each platform and really defining it. So who are the specific people that you want to reach and who is active on each platform that you want to use? Take some time to research how those folks use the channel. Who do they follow, what content do they like and comment on and share? Also, you want to check out your competitors. So how are they using the channels? What do their profile say? How do they feature their products or services? Um, how often do they post content? How often do they update their profiles? Um, get a get a feel for that competitive landscape, and that will help you decide how you want to use your channels. We used to say that you should post the same content on every platform, and you connected everything behind the scenes. And so you post it once on what platform? And then everything was automatically updated, and that used to be enough just to kind of show up and put constant out there. But today it's really about providing value through your content. There's so much content out there. And the more that we tailor what we do for those specific people that we want to reach, the better chances we have at making those strong connections in getting the results that we want in our business. So, for example, maybe you want to use Twitter as your news channel. So every time you update your product, you offer a new service. You post a new case study you offer, um, you know, a discount. Anything like that would all be on Twitter and maybe want to use LinkedIn as a place that you share articles that you write about trends in your industry, um, or other kind of thought leadership kind of pieces. And then maybe you want to use Instagram as a way to show off visually all of the different ways that you can use your product. Whatever the case, once you have that clear purpose for the channel, we can start to really build out those profiles to help set that context for telling our stories. And that's what we're gonna focus on in the next lesson. But first, I want you to download the workbook for this class. It's located in the your project section on the right hand side. And on the first page, I actually give you a chart. Where can put all of your notes from this lessons that you can really start to track your goals in the competition and everything, Um, keep it all in one spot. So once you're done with that joined me in the next lesson, we're gonna start to actually build out your profile. 3. Write a Clear, Simple Value-Based Bio: so a social media. We want to make sure that our profiles or bios or descriptions quickly and clearly explained who are companies are and the value that we bring for our customers. Whether that saving time, saving money, solving challenges, whatever it is that you dio if you don't already have a business description here, is a prompt to help you as a starting point, helping you know, whoever your target audiences two. And then here you'd insert whatever the challenges that you help them overcome the benefit you help them to receive etcetera. By then here, you'd fill in whatever it is that you dio. Now, obviously you tweak this to your business. You don't have to get stuck with the words of the order that I'm putting in here. But this is meant to be a starting point so that you can try to capture in just one sentence, what it is that you do and who is valuable for. So I think it's helpful to show a couple of examples of how this might look in practice. So if you are, let's say, an online retailer, maybe you help parents find affordable, durable and comfortable clothes for kids ages 2 to 12. If he work in food service. Maybe you feed brunch, too hungry Chicagoans who are tired of the same old, same old with our fixed menu that changes daily. If you're a maker, you might say something like helping folks looking for one of a kind gifts that are also practical, with warm socks, scarves and hats knitted by hand. And then finally, if you are a freelance service based business, this might come to life as something like, You know, we help podcasters stand out by creating custom one of a kind illustrations for their cover hearts. So again, these are just examples to help get the wheels turning and figure out how you would apply this to your own company and situation. There are a couple of things that I want you to keep in mind as you're writing this Number one is working in those keywords that people are searching for about your industry, your product or your service on social media. And then, if it's appropriate, adding those hashtags to your actual description. I also want you to show off your personality, particularly on social media, that that's really key and important to let your branch personality shine through. And then finally, as you're writing, make sure that you use active voice, and that's where you're doing the action and said, having action done to you. So what this means is, let's say that you're a website designer and I would want you to say we make award winning websites rather than award winning websites are made by us. I know it sounds really subtle, but it's gonna make a huge difference in making your copy really staying and come to life. So if you're following along with the class workbook, I have a page in there. We can keep all of your notes from this last night and actually right and build your profile or business description in there. So when you finish with this step joining the next lesson where we're gonna talk through all about layering in all of the additional elements that we can use to really build out your social profile to make sure that it's it's telling your story 4. Take Advantage of Images and Links: So once we have those words down, we want to think about how we make everything come together to make her profile, releasing kind of like putting pieces of Legos together. So with social media, we have a lot of different elements to our profiles. So that would include the bio are images and our links. And we want to think holistically about how we put all of these pieces together to tell our story. So you want to make your banner and your profile images really show off your brand personality and illustrate visually what it is that you dio, you know, really be creative and try something new. If you don't like it, you can always change it later. I like the idea of making your profile picture and actual human instead of a logo. If that makes sense for your business, we want to see the person who's posting the content or who's making the product for us. You might even want to swap out your images regularly. You could explore making new images for different holidays, or maybe you're highlighting a different product that you have to sell each month. Similarly, you want to make your work your link in your profile work for you, too. So rather than sending somebody to a home page, could you send someone to a specific page within your sight? So if you're freelance photographer, maybe that's to an online gallery. If you're a retailer, maybe you're linking Teoh your page with directions and hours to your store. If you have an email list that maybe you send people directly to your sign up page. So when I'm talking about thinking holistically, let's walk through an example. Let's say that you make jewelry and maybe you have a Valentine's Day special where you create a special piece that's only available for that limited time. So what you would do is create a page on your website that talks about why you made it, what inspired you, etcetera. And then you would use that link in your social media profiles, and then you would create banner images that show that off. Um, your profile photo could stay the same. Or maybe you swap it up to feature something specific about that piece that you're creating . And then last but not least, are the words in the profile that we used to tell that story. And, you know, maybe that's your just your general description. Or maybe you have an opportunity to change that up for that special. So in our next lesson, we're gonna talk about customizing our social media profiles for each channel to make sure that they're working for us most effectively. 5. Adapt for the Channel: So, as I said in the beginning, it's really no longer enough to just show up on social media. We need to be thoughtful and strategic around how we're using the channels that we signed up for and communicate that to users so that it's really clear our profiles, um, shop are themselves should really reinforce how we're using it. So, for example, if you're going to use Twitter as a place where you publish contest discounts, etcetera, then you want to put that into your bio. Similarly, if you're gonna use Facebook, live to show up once a week to give advice to anybody who needs it, you write that into your Facebook profile. So some examples of what this means. So if our bio, our basic story bio, was we feed brunch too hungry Chicagoans who are tired of the same old same old with our fixed menu that changes daily Well, if we want to tailor that specifically for what people are gonna find on our Twitter Channel, maybe we say that we offer special discounts to our Twitter followers, or another way you might use it is we tweet clues to what tomorrow's menu will be Another idea might be Twitter chats every Monday with our chef or tag us in a tweet about your visit and get 10% off your next bill. So these air religious ideas and for the moment, ignore the fact that these air way too long for a Twitter bio. This is really just meant to illustrate the point that you can put into your profile exactly how you plan to use the channel and just be really up front. So go through each of the platforms that you're on and think through. How do you tweak your words, images and links for them? Now keep in mind that while we're adapting our profiles for each platform we still wanted tell a consistent story across them. These air tweaks rather than complete overhauls. So if we look at Google's channels, for example, it's really clear that they're all from the same company, but they tweak it slightly for each channel. Now, if you're following along with the class workbook, their space in it for you to plan out exactly what mix you want to use for each platform. And once you've done that, go ahead and join me in the next lesson. We're gonna talk about your class project 6. Class Project: So your class project is to update your social media profiles. Go ahead and upload screenshots so that we can see what it is that you did and include your handles, that we could go check him out live. I uploaded my own social media profiles. Is a sample projects You can see what it would look like. Have you have any questions or you run into any challenges? Go ahead and post those to the class discussion board so that I can apply. Or you can also email me directly if you would. Rather and that email address would be Beth at Discovery and story dot com. All right, so I think that's it. And I am so excited to see what you guys put together. I cannot wait to see it. 7. Final Thoughts: All right, guys. Congratulations on getting to the end. My goal for you is to really leave this class with a social media profile or profiles that you feel super confident in that are going to help you explain who you are and the value that you provide. Now, this isn't something that you just want you once. So make sure that you set a reminder in your calendar to review your profiles every couple of months or so and see if it's time to make any changes or updates. I really hope that you enjoy the class I would love if you could leave me a review and let you know what you thought. And if you have ideas for other classes that you'd like to see, I'm gonna keep checking the discussion board. So if you do have any questions, please post them. Remember, I am really here to help you, and I really want you to succeed. So let me know if there's anything that I could do to do that. Thanks so much. And good luck with your business storytelling.