DIGITAL MARKETING STRATEGY
Setting up, Raising Awareness For and
Monitoring Social Media
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INTRODUCTION
INTRODUCTION
Social media first emerged as a personal means
of communication; enabling new connections,
maintaining relationships and a way to keep up
to speed with your “friends.”
21%
79%
Now, the Internet and social
media can completely transform
the way consumers connect with
your brand and business.
In order for your online efforts to be successful,
you will need to keep up with the ever-changing
world of social media. Facebook, Twitter,
Pinterest, LinkedIn, Google+ and others have
changed the face of our everyday interactions,
all within the past decade. Connecting Facebook
and Twitter accounts to your company helps you
link with consumers by allowing them to learn
more through those key marketing channels.
Social media gives you the chance to establish
or further a more personal relationship with your
potential customers, and when done correctly,
can create website traffic and leads for your
company. That is why we created this eBook; you
will find the information you need to successfully
set up, raise awareness for and monitor your
social media platforms. At any point if you have
questions, please don’t hesitate to reach out to
us for a free marketing consultation.
79% of US Twitter users are
more likely to recommend
brands they follow.5
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23
15
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Social Media
Email
US Internet users spend 3x more
minutes on blogs and social media
networks than on email.1
7%
93%
93% of US adult Internet
users are on Facebook.2
ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
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WHERE TO BE PRESENT
WHERE TO BE PRESENT
Have you ever looked for
your favorite companies on
Facebook? Followed a brand
on Twitter to stay up to speed
with new products?
If you answered yes to either of these questions,
you are right in line with many US consumers.
With so many different social media channels
out there, it can be confusing to know where to
focus your efforts.
The three most widespread social media sites
that are extensively recognized and used by
businesses:
1 - Facebook
2 - Twitter
3 - LinkedIn
ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
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WHERE TO BE PRESENT
Facebook
There are so many uses for a Facebook
business page including; company location,
contact information, special offers, and company/
product updates. With 93% of US adult Internet
users on Facebook2, it is the ideal platform
for you to reach potential consumers.
Setting Up Your Account
Setting up your business page is quite simple,
but please note, you need a personal account
first in order to create and maintain a business
page. Once you have created your business
page, be sure to include an image of your
company’s logo, a short description of what
you do and links back to your website.
Other features to include on your business page
include custom tabs for resources such as other
social media channels, blogs, discussion boards
and offers. If you are a one-location business,
you could set up a map as one of your tabs to
provide quick directions for your audience.
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Custom tabs are great for adding extra content
and activity on your business page, but it is
important to note that as of right now, custom
tabs cannot be seen on mobile devices. If you
create those tabs, consider adding a functionality
feature that allows mobile users to see your
content, and remember to create posts around
those tabs for the users not using a desktop.
To create your business page, start here:
https://www.facebook.com/pages/create/
Posting To Your Business Page
You’re ready to start interacting, but what
should you post? Try to keep your posts consistent
by using the 50/50 rule. Half of your posts should
be directly related to your company and the
other half should be sharing other relevant
content, just be sure to link to where you
found the shared content!6
One common mistake to avoid is confusing
your personal account with the business page.
To ensure you are posting as the business, always
check your “voice” which is located at the top of
your business page.
Social media posts can sometimes get put on the
back burner and seem like a big responsibility
if left to just one person in the office. Create a
calendar that shares this between everyone in
the office; this will help create new, fresh content.
To ensure the posts are consistent with the brand
voice, create a style guide for social media posts.
ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
WHERE TO BE PRESENT
Twitter
More than half of active Twitter users follow
companies, brands or products on the social
network.5 Twitter is very different from Facebook
and should be treated as such. This real-time
network allows users to post short, status updates
that can’t exceed 140 characters.
Setting Up Your Account
Unlike Facebook, there is no need to have
a personal Twitter account to have a business
presence. Be sure to include a short description
of your company, or who is tweeting for the
company in the bio, along with links to your site.
Using a company logo as a profile image is a
great way to make your brand stand out in the
sea of tweets your consumers are viewing.
To create your Twitter page, start here:
https://twitter.com/signup
Twitter Etiquette
Use your Twitter handle to promote your brand,
this can be done through introducing new
products, retweeting industry news and trends,
posting relevant quotes and encouraging a
personal relationship with your followers. Your
tweets should be newsworthy and informative,
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and be sure to keep your followers in mind
while tweeting. One inappropriate tweet could
go viral and give your brand a bad reputation.
Using #Hashtags
You see hashtags everywhere now, but what
are they used for and how can they help your
business? They are a way of tagging content to
make it easy for anyone to find the topic, promote
it or respond to it. By putting a hashtag in front
of a word or two in your tweet, you are allowing
yourself to be found by users who currently do
not follow you but are searching the topic
you are tweeting about or discussing.

You can take advantage of popular hashtags like:
#FollowFriday & #ThrowBackThursday. These
can be found on the left side of your Twitter feed.
Customer Service Twitter
Social media is becoming a big outlet for
unhappy customers to reach out to the company
in hopes of a quick response to their issue. The
key to any social network interactions with your
customer is to be timely in all responses. This is
essential to show you are a responsive company
and take your customers seriously.
Customer service can be tricky to navigate,
especially if you have one twitter handle. Many
companies are creating a second twitter account
that is only used for customer service. It would be
beneficial to have CustomerService in the handle
– for example, @CatalystCustomerService.
ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
WHERE TO BE PRESENT
LinkedIn
LinkedIn is the place for professionals
to network on the Internet. As of January
2013 LinkedIn passed an exciting milestone;
200 million members!3 Through LinkedIn, you
can find potential employees and customers as
well as industry specific news and trends. Below
are just a couple ways you can benefit from
a LinkedIn company page:
•Generating leads, this is especially true
if you are a B2B company
•Participate in industry discussions, gain
valuable insight or ask questions
•Share content that is relevant to your
company and industry
Setting Up Your Account
To start, you will need to use a company email
address - LinkedIn currently does not support
company pages without a unique email domain.
Using your company email allows you to be
an administrator on the account so you can
make updates, post content and enable
other employees to be administrators.
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To create your company page, start here:
http://www.linkedin.com/company/add/show
Ensuring Others Learn About You
Be sure to post content on a regular basis
through your LinkedIn company page; this can be
repurposing Facebook and Twitter posts, as well
as highlighting company news, job openings and
new products or services.
Another way to allow others to learn about you
is to create a group that will be recognized and
relevant to the industry you are in. Once you
have created a group and a title, invite members
who would be likely to participate in the group.
Groups offer opportunity for you to answer
questions about your products, show your
expertise in the industry as well as the
opportunity to generate new leads and
create long-term relationships.

ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
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ENHANCING YOUR PRESENCE
ENHANCE YOUR PRESENCE
So your company networks
are all set up, now what??
Next you will need to nurture your presence
on these networks and gain a loyal following.
This is done by interacting with your fans,
sharing valuable content and recognizing the
contributions of others. Sharing interactive
content is key to keeping your audience
engaged and growing.
•Posts with the word “video” in them
are shared 30% more on Facebook
than posts that do not.7
•Consumers want brands active in social
media channels to be ‘informative’,
‘entertaining’ and ‘interactive’.4
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Using Images & Videos
There’s nothing better than putting a face to a
name – so show off your staff by shooting videos
starring your team. You can share these videos
across all your new social media networks and
even upload to your own YouTube account.
Have someone take photos of a company
event or outing. Use those photos to create
interesting content to share with your audience.
This is a great way to showcase your employees
and add credibility to your organization.
How Often Should You Post?
Below is a quick cheat sheet that shows you the
recommended number of times you should be
posting to each network within a day.6 Be sure
to monitor your networks and find a posting
schedule that works for your company and your
audience. Also, just make sure your postings are
relevant, informative and fun!
Facebook: Post 1 - 4 times a day.
No less than 3 hours in between posts.
Twitter: Post 1 - 9 times a day.
No less than 1-1.5 hours in between posts.
LinkedIn: Post 1 - 3 times a day.
No less than 3 hours in between posts.
ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
ENHANCE YOUR PRESENCE
Blog Posts
If you have relevant content on your website
and your social media sites, chances are the
higher you will rank with search engines. Having
a blog also provides you with more social media
posts that tie between your networks, the blog
and your website.
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Weekend Postings
51% of American companies block Facebook
at work.7 This means weekends could be a
popular time for users to connect with your
posts. Currently, Facebook offers a way for you
to schedule posts – up to 6 months in advance.
Simply set up your post and schedule for the day
and time you want it to be published.
Here are some introductory blogging tips to get
you started:
• Be sure to include social media share buttons on your blog. This allows readers
to share your content.
• Create blog posts that are important to
your audience, like answering frequently
asked questions.
• Be sure to enable and encourage
comments from users. End your blog post
with a clear question that could get people
talking. (For example: “What do you think?)
• Continue to use the 50/50 rule in your
blog. People read blogs to learn something
new; too many advertisements for your
company can be a turn off to readers.
• Include images or videos – as stated
before, it is always a good idea to include
an enthralling visual element in your posts.
• Generating leads from your blog is
possible – always include a call to action
in each blog post.
ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
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MONITORING YOUR NETWORKS
YOUR NETWORKS
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Monitoring your networks is important for a few
different reasons. First, it helps you understand
your audience, which allows you to better tailor
content to catch their attention. Next, existing
customers could potentially reach out with an
issue they are having – be sure to respond quickly
and politely to these customers. Last, it is always
important to have more than one set of eyes on
a company-representing platform in case there
are spelling errors, technical issues, etc.
Customer Feedback
Chances are with most business pages you will
find a complaint or two by an existing customer.
On the opposite side of that, customers can
recommend your company on Facebook. In
order to maintain a relationship with those
existing customers, be sure to respond in a timely
and polite manner. Everyone who visits your page
will see their post and your response, which can
be positive or negative depending on how you
react to the post.
Turn a negative comment on your Facebook
wall into a positive experience for the customer
by responding quickly; and taking their concern
seriously. It’s all about timely response and a
positive outcome. Consumers will be grateful
for the open dialog.
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Upset Customer: “I’m so sorry for the difficulty
you are having. We are looking into the issue
and will be in contact with you shortly.”
Happy Customer: “Thanks for your positive
feedback! We love keeping our customers happy
– thank you for being one of them!”
Customer Feedback
It’s no fun to work on the weekends, but
monitoring your networks each day is key to
understanding your audience and continuing
to grow your presence. Below are a couple
suggestions to make monitoring during the
weekends as simple as 1-2-3!
1. Create an on-call document that outlines all
login credentials, your style guide for responding
and how many times a day they should be
checking the site (we recommend 3 times a day.)
2. Create an on-call schedule. Depending
on the size of your company or marketing
department, you can split up the responsibilities
so each person only has one weekend
every couple months.
3. Each Monday, set up a meeting to review the
social media activity for that weekend. This helps
keep everyone in the loop.
Style Guide for Responding to Customers
Set up custom responses for different type of posts
you receive across all your networks. This will
ensure everyone is treated equally and makes it
easy for any employee to respond to a customer,
see our examples to the right!
ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
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KEY TAKEAWAYS
KEY TAKEAWAYS
Now you should have all the tools
you need to grow your online
presence and start building and
maintaining relationships through
your social media sites.
The key is to see your social media networks as
a relationship-building tool, rather than a sales
tool. In the long term, your customers may not
always need your products or services, but when
they do, you want to make sure that you are their
first choice.8
Below are the key takeaways from this eBook –
if you would like additional information on the
topic of social media, please contact us for a
free marketing consultation!
1. Always include the following
on each social media profile:
• An image or your company logo
• A short description of what you do
• A link back to your website
3. Consistent yet unique voice
• Create a style guide for your team;
include the voice, tone and any
other specifications
• Divide up the social media site
responsibilities to ease workloads
4. Always include links/sources
• When sharing 3rd party content, always
include the links to the articles or sites
• Be sure to give credit where it is due –
tag the content owner on Facebook
or mention them on Twitter
• Including links also applies to your
website, blog and social media sites.
Interlinking posts creates an easy way
for users to explore you across all
platforms – your website, blog &
social media sites
2. Follow the 50/50 rule
• 50% sharing your own content
• 50% third party relevant content
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ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
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ABOUT CATALYST
ABOUT CATALYST
Catalyst Marketing is a creative agency founded
in 1997 by Ted Kucinsky. Catalyst helps grow
and activate brands through strategic marketing
grounded in sound insight and experience.
For more information and a free marketing
consultation, visit CatalystGetsIt.com
or call (260) 422-4888.
Always include links/sources
1 The Nielsen Company, November 2010
2 Blogher, April 2011
3 LinkedIn Blog, January 2013
4 eCircle, 2011
5 Edison Research, 2010
6 HubSpot, April 2013
7 HubSpot, The Science of Facebook, 2011
8 Sally U, Wordpress, May 2013
ing Strategy • ©2013 Catalyst Marketing Design
Digital Market
CatalystGetsIt.com or call (260) 422-4888.
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