1. New Mexico Broadband Program Internet Tools for Small Business Success
Module 10
Facebook and Twitter

2. Internet Tools for Small Business Success Class Series
Terminology & Planning
Communication & Collaboration
Accounting & Finance
Intro to Online Marketing
E-Newsletters
Websites & Blogs
Search Engine Optimization
E-Commerce
Intro to Social Media Marketing
Facebook & Twitter
Social Media Administration
Linked In
This module is the tenth a series of twelve classes that teach how to use Internet tools to increase the success of a small business.

3. Primary Business Components
Planning
Operations
Accounting & Finance
Sales & Marketing
Hiring
Accounting
& Finance
Operations
Planning
The twelve classes are structured around the five major components involved in running a small business.
These five major components are: Planning, Operations, Finance and Accounting, Sales and Marketing, and Hiring. Each of the 12 modules in this training series falls under one of these categories.
This module on Facebook and Twitter falls under the Sales & Marketing component of running a small business. We define Facebook and Twitter, discuss their use in marketing a small business, demonstrate how to set them up, and talk about the types of information that you can post to engage your customers and prospects in conversation.
Management & Hiring
Marketing
& Sales

4. Discussion & Demonstrations
How This Class Works
Terminology
Discussion & Demonstrations
This class will cover terminology and offers a combination of discussions, demonstrations, and hands-on exercises.
Hands-on Exercises

5. Class Framework Divided into Core Business Elements
Internet Tools for each Element
Terminology
Realm of tools
Choosing the right tool for your business
Getting Started

6. Today’s Class Goals Learn the seven categories of social media
Understand Facebook and Twitter
Determine the benefits and challenges of using
Facebook and Twitter for business
See how to start a Facebook business page
Sign up for Twitter
Learn where to look to find content
Here are our goals for this class.

7. Terminology Social Media
A suite of online services that facilitates two-way communication and sharing of content.

8. Types of Social Media Blogs Microblogging (Twitter)
Social Networks (Facebook, Myspace)
Social Media Sharing: video (YouTube); photo (Flickr, Picasa); audio (podcast alley)
Social Bookmarking (Digg.com, StumbleUpon.com)
Professional Networking (LinkedIn)
Many people associate the term “social media” with Facebook, but there are actually seven different types of social media categories. Twitter falls under the microbloggiing category, and Facebook falls under social networks.

9. Social Media Technologies
STAY
TOP of MIND
Social Media is web-based social interaction. There are web-based applications that allow people to connect with other people through various media - text, images, and video. Social Media uses the internet to make it easy to have a direct conversation with many people at the same time. It helps people to create their own information and share it with others.
Social media marketing is the process of gaining website traffic or attention through social media sites. It is often referred to as “relationship marketing” which is a form of marketing which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions.
As we will discuss in this module, using social media including Facebook and Twitter have quickly become a favorite past time of much of the population.

10. Mark Zuckerberg by Charis Tsevis
Facebook: What is it?
A social networking service and website launched in February As of January 2012, Facebook had more than 800 million active users !
Mark Zuckerberg by Charis Tsevis
Facebook began exclusively as a personal networking site, but is now also popular with businesses.

11. Personal versus Business Pages
Standard Facebook Page
Only open to friends you approve
Send public or private messages
You comment on the “walls” of your friends, and vice versa
Facebook Business Page
Place to promote your business
Information is public; any Facebook user can view your business page
No limit to number of people who “like” your page and you don’t have to approve them
You can administer your account, or assign someone else to do it for you
Users must register before using Facebook, after which they may create a personal profile, add other users as friends, and exchange messages. Facebook began exclusively as a personal networking site, but is now also popular with businesses. Here are the differences between personal and business Facebook pages.

12. Why Use It for Business? Build relationships
Market to your targeted customers
Engage with people who follow your
brand
Offer contests, surveys, support, feedback
Customize with video, events, discussion boards, blog feeds, and more
Create links to your e-newsletter, event registration pages and special offers
Facebook is extremely popular and can be a good relationship builder for your small business. Here are some of the reasons you may want to set up and maintain a Facebook page for your business.

13. Facebook: Why not? Your target market is not using it
(age, educational level, other factors)
Your website already has good brand recognition, search engine standing, and traffic
It is too time-consuming and limited skills and funds prevent effectiveness and efficiency
Privacy concerns
Here are some reasons that Facebook may not be a good social media marketing tool for your business. If your target customers are not using Facebook, you should probably put your efforts elsewhere. For example, if you sell products directly to seniors, you may not want a Facebook page.
If you don’t have the time or the interest to set up and MAINTAIN a Facebook page – or an employee who can do it for you, it’s better not to start one. In any type of social media, those who follow you will quickly loose interest if you site is not changed on a very consistent basis. Opinions vary on how often information should be posted on a Facebook business page, but it should be at least twice a week. And, many companies post several times a day.

14.
The basic steps for setting up a Facebook business page are to:
add content on your page
acquire people who “like” your page
interact with them
Here is an example of a Facebook business page. Like other types of social media, remember that it’s all about 2-way conversation.
In the center of the screen of the business page, you see the “wall” or posting area. Like a personal Facebook page, at the top of the page you see the box where you can type your message, add a photo, add an Internet link, post a video, or ask a question.

15.
You will be able to see how many people viewed your post (impressions), and how much feedback you received. If someone agrees with your post or enjoyed reading it, they will click on the word “like” in the circled area. They will also be able to add a comment by clicking on “comment”, or can easily share what you have posted by clicking “share”.
Next, let’s take a look at how to set up a business page like the one above.

16. To Get Started www.facebook.com
This is what the page looks like when you want to get started. You can sign up for a personal Facebook page by filling in the information under “Sign Up”, or if you already have a personal Facebook account or don’t want one, you can go right to the “Create a Page” for a business link.

17. Create a Business Page
Once you click on the “create a page” link, this is what you will see. Most small businesses will click on the “Company, Organization, or Institution” option.

18. Setting Up Your Basic Information
Instructor:
Plan to walk students through this set up process.

19. Adding a Profile Picture
Add a profile picture to your business page. This can be your logo, a photo of your storefront, or your own personal photo, if you want to be front and center in the branding of your business.

20. Manage Permissions
It’s easy to manage permission on your Facebook business page. Permissions allow you to decide whether those who come to your Facebook page can write or post comments on your page (wall), whether you will allow people to add photos and videos, and whether people can add tags to photos. You can also decide if you want to add terms to, add profanity blocks, and set age restrictions.

21. Facebook Business Page Tips
Post often – at least a couple of times a week
Do not use a hard sell
Invoke curiosity and conversation
Use your Business page to:
Announce new products
Add photos of your work or products
Add video showing how your product works
Showcase employees or events
Get people to go to your “place of business” (website)
Here are some tips about Facebook business pages.

22. Types of Social Media Blogs Microblogging (Twitter)
Social Networks (Facebook, Myspace)
Social Media Sharing: video (YouTube); photo (Flickr, Picasa); audio (podcast alley)
Social Bookmarking (Digg.com, StumbleUpon.com)
Professional Networking (LinkedIn)
As we discussed in a previous slide, there are seven types (categories) of social media. Let’s move from Facebook to Twitter. Twitter falls into the category of microblogging.

23. Twitter
An online microblogging service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets".
Twitter began as a way for friends to keep up to date on each other, but is now also being used for business. With Twitter you can send a message from anywhere you can access the Internet – from your iPhone or Blackberry, your computer, or your iPad. You can post information that is instantly received by those who sign up to “follow” you (receive your posts). Twitter only allows you to send up to 140 characters of text, and that’s why it’s called microblogging.

24. Let’s take a look at a short video that explains the basics of Twitter in a way that’s easy to understand.

25. Twitter: Microblogging
Send & read other users’ messages called tweets
Text-based posts of up to 140 characters
Publicly visible
Users subscribe to other users’ tweets – this is known as “following” and subscribers are known as “followers”

26. Twitter – Why use it for business?
Communicate & engage with customers
Increase brand exposure
Build and monitor buzz about
your business
Create viral outreach
Get quick feedback
Update content often with online offers, news, gatherings, discussions
Here are some reasons you might want to use Twitter for your small business.
If you consistently post content that your followers want to read, you will draw more people to follow you. These followers will resend your Tweets to others who are following them (called re-tweeting). Twitter followers can become customers. As stated by Jan Zimmerman and Doug Sahlin in the book Social Media Marketing all-in-one for Dummies, “Think of Twitter posts and other forms of social media as breadcrumbs you sprinkle on the Internet. The breadcrumbs lead a trail to your other social media sites, your Website, and your bricks-and-mortar business.”

27. Twitter – Why not? Not useful for personal musings
Not useful for product promotion only
Requires social, 2-way, conversation element
Requires upkeep with ongoing posting that takes time
Requires upkeep with ongoing posting that takes commitment
Most people who use Twitter post several times a day. You have probably heard about celebrities who use Twitter to post all day long. Do not start using Twitter if you don’t have the time or the inclination to post often.

28. Twitter: Micro Blogging
Go to and sign up
Create an account
Build your profile
Send your first Tweet
5. Watch how quickly you gain followers!
5. Begin following others
As in the video we watched, here is the basic process for working with Twitter.

29. Twitter: other things you can do
Change settings
Find Friends
Invite by
By Suggestions
Browse Interests
Add a location to your tweets
Browse lists of interest to you & consider starting one of your own
Create a “hashtag” if you want to start a conversation or group

30. Twitter Tips Reduce time needed to use Twitter well
Retweet others’ tweets
Use news aggregates
Use hashtags (#) to follow topics
Make and be on other people’s lists
Use different Twitter apps to make Twitter easier and more useful (e.g. mobile, photo, fundraising,

31.
Here is what a Twitter page looks like.

32. Twitter Lists
The information highlighted by the red arrow shows how many tweets this person has sent, how many people she is following, and how many people are following her.

33. Finding Content YOU ReTweets “Like” Facebook Posts Google News
Flickr & Picasa
YOU
“Like” Facebook Posts
Google News
ReTweets
FacebookGroups
Remember that you don’t always have to post original material in your Tweets. If you signed up to follow someone, and you like a Tweet they posted (and think your followers will like it, too), you can resend it from your Twitter account. That’s called “Retweeting” – it’s a way of recycling Tweets!
You can also look for content on Facebook, Flickr and Picasa (photo sites), or through Google Alerts. Google Alerts will be covered in the next class “Social Media Adminstration” .

34. Today’s Class Goals Learn the seven categories of social media
Understand Facebook and Twitter
Determine the benefits and challenges of using
Facebook and Twitter for business
Learn how to start a Facebook business page
Learn how to sign up for Twitter
Learn where to look to find content
Here were our goals for this class. Did we meet them?
We learned that Facebook falls into the social networking category of social media, and Twitter falls into the microblogging category. We learned that if your small business is not willing or able to commit the time or effort to post frequently on Facebook or Twitter, you should not start working with them. We also showed you the basics on setting up a Facebook business page and what you need to do to sign up for a Twitter account.
Please join us for “Social Media Administration”, the next class in the Internet Tools for Small Business Success class series.

35. We appreciate the time you spent with us
We appreciate the time you spent with us. We hope to see you at the next training!
These materials were created collaboratively by the New Mexico Department of Information Technology, Fast Forward New Mexico, and the New Mexico State Library, under grants provided by the National Telecommunications and Information Administration. These materials are not to be used for profit. Connecting you to a world of opportunities