Who Are You Trying to Attract?

Tips for social-media marketing

Who are you trying to attract?

SEO for your brand, the brand of You

Creating a social-media policy

Analytics

Monitoring

Your blog

Twitter

Facebook

Google +

YouTube

Instagram & other photo-sharing services

Location-based communities

More tools for any social-media platform

Table of Contents in depth

Who are you trying to attract?

Demographic profiles

Social-media users within a certain radius

A website’s users vs. the Internet

SEO for your brand, the brand of you

Traditional website SEO strategies

See what a search engine already knows

Keywords

Importance of links

Sites to have a reciprocal link with

Page titles

Page descriptions

Page tags

Avoid unsavory SEO tactics

Optimizing any one webpage

Submit your website to search engines

Put your links in your email signature

Get the same vanity URL for all sites

Write short and long bios for yourself

Character limits for each social network

Make a free Google profile

Make a free Twtbizcard profile

Make a free About.me profile

Connect your profiles to your website

Personal photos, avatars, and icons

Pixel sizes for photos on social networks

Have a great personal photo

Have a great avatar

Complete a free Gravatar.com profile

Use social-sharing buttons

Creating a social-media policy

A good template from Nolo Press

Policy database for many organizations

Personal versus organizational accounts

Handling negative commenters

Intellectual property issues

If in doubt, get permission

If a staff member infringes

Places to find free images legally

Analytics in general

Key performance indicators (KPIs)

Conversion rate

Click-through rate (CTR)

Cost of customer acquisition (CCA)

Superfans

Clickstream analysis

Other KPIs

Visual heat map showing users’ clicks

A/B tests

E-commerce analytics

Sales metrics your package should offer

Monitoring

Two Google monitoring tools

Non-Google monitoring tools w/free plans

Your blog

Keep the layout simple

Ideas for content

Category structuring

Comments

Photos

Host an online radio show with guests

SEO for your blog

Complete your profile

Posts (Status updates)

Pulse

Events

Company pages

Groups

Closed versus open groups

Versus Facebook Groups

Following and being followed

Creating your own group

Naming your group

Maximize "group templates" feature

Group rules and spam

Enable “Promotions and Jobs”

Promoting your group

Send out announcements

Creating subgroups

LinkedIn analytics

Personal profile stats

Company profile stats

The LinkedIn Premium service

Twitter

Scheduling and frequency of tweeting

Twitter’s help pages

The T.W.E.E.T. mnemonic

Metrics for W.E.E.

3 types of accounts for organizations

Setting up a profile

Graphics

Embedding a tweet on your website

Special keyboard shortcuts

Following and being followed

Good content of tweets

Hashtags

The best hashtags

Creating your own one

@mention and @reply

@mention

Retweets

Pros & cons of the 4 ways to retweet

The automatic “Retweet” button

“RT @username”

“via @username”

“Thanks for sharing @username”

What not to do when retweeting

Making your tweets “retweet-likely”

Have good content

Retweet others’ tweets & reply often

Length

Ask for it

Retweeting with a hashtag

Photos

Tweet your multimedia via Hootsuite

Direct messaging (private msg)

Use it to make a Twitter group

Lists

Making a list via Hootsuite

Making a private list

= Lists + social bookmarks

To find lists that include you

Asking to be removed from one

Using search

Advanced search

Search for questions you can answer

Finding influencers

Defining someone’s influence

Using a Twitter directory

Whitelist if you want to explore an influencer’s network

Trimming your follows

Getting an influencer to follow you

Use Favorites for two reasons

Chats

Joining one hosted by others

Use a helpful chat interface

Hosting your own chat

Picking your type of chat

Twitter analytics

Use Hootsuite (but just for Twitter)

Or bit.ly, but just for Twitter

Facebook

Your “page,” not your profile

Naming it and renaming it

Fixing it while keeping it invisible

Set the view setting to All Posts

Turn on the Replies functionality

Optimize your fans' sharing ability

Removing and blocking comments

Using a polling app

Events

Inviting non-Facebook users

Adding more applications to your page

Your posts on your page

Frequency and ideal length

Types of content to post

Include hashtags

Themes for each day of the week

When answering questions

Editing link names and descriptions

Schedule status updates in advance

Promoting your page

First promote others’ pages

Like other pages from your page

"Tag" others pages on their wall

Beware of Facebook community pages

Merge it with your official page

Facebook groups

Facebook Insights (its analytics)

Google+

Google+ Community

YouTube

Joining and setting up a profile

Creating a vanity username URL

Help from YouTube itself

The One Channel design

Subscriptions

Playlists

Sharing a video

… on Facebook

… on Twitter

… with mobile users

… in an email

The URL shortener

Embedding a video

Uploading a video

3-D video option

Annotations

Privacy

Making the embed code available

Syndication

Making a bulletin for subscribers

Cross-promotion with other YouTubers

Subscribe to other channels for ideas

Partnering with YouTube to get paid

SEO for your video

Channel information

Video title

Video description

Who are you trying to attract?

Can you draw that person and give her a name? What is her age, education level, sex, monetary status, race, religion, ethnicity, and if appropriate, location? If you have different types of customers, do this for all of them.

What doesshe want - coupons, advice, tutorials, inspiration, techniques, community, etc.?
How often is she online - hourly, daily, weekly, only on the weekends?
Where doesshe go first online: Facebook, Twitter, LinkedIn, YouTube, Google, or e-mail?
On a scale of 1 to 5 of tech savvy, where doesshe rank?
Does she do research online and then buy offline, the other way around, or all one way?
Does she belong to any existing online or offline communities - community-based groups, business groups, church or service groups, school or alumni groups, or social-media groups?

Demographic profiles

Social-media users within a certain radius

Twitter users within a certain radius: Enter the city, state, and radius at

LinkedIn users within a certain radius: Enter the zip code or city, state, and radius at

Facebook users near a certain location: Enter a search term (for example, consultants) in the search box and select All Results from the dropdown list. Select “People” and in the Filter by Location Box, type a city name, state, or region.

A website’s users vs. the Internet

Quantcast ( and Alexa ( provide demographic profiles comparing users of a site with the general Internet population.Google Analytics doesn't offer a similar capability, but you can use Google Insights ( which sorts Google searches by interest category. Because searches are organized by search term trend, not by source site, you gain a different form of market intelligence.

SEO for your brand, the brand of you

Traditional website SEO strategies

See what a search engine already knows

To find out what any search engine already knows about your site, enter “site:yourdomain.org” into its search box. You’ll get back a listing of every page from your site that has been viewed and indexed by that search engine. You’ll learn which of your site’s pages will be visible to the public through that particular search engine.

Keywords

Consider the keywords that are linked to your organization in a typical search.The more your site’s text includes keywords that match the terms used by people using search engines, the better your site will rank in search engine results. Keywords in a site’s title or in any linked text leads to better results than keywords only in the body text of the site.Also use these keywords in your domain name, page names, titles, headings, and other content.

Only 20% of all searches are for a single word, so include plenty of keyword phrases within your website. Longer phrases bring back fewer results, but the results are more refined.

To optimize your keywords, use the Google Keyword Planner. Enter some keywords, and Google will tell you how many times per month people search for a term. See You can also try

Search engines cannot read images and animation files, so don’t put important content only within these types of files. Also, put your name and address in plain-text footers on every page.

Importance of links

Search engines track links, so the greater number of links you include on your site, the more likely it is to get picked up by major search engines. Use plain text, and use your keywords in the hyperlinked text, instead of the word, “Links.”

Have a site-map page on your site with text-based links to every interior page, and a link back to the site map. Also use a blog to link to relevant pages on your site using your keywords.

The more websites that link to your site, the better yours will rank on search engines; these links are also called “inbound links” and do more SEO good for your site than keywords do. But not all inbound links are equal in the eyes of the search engines—quality sites rate higher. A quality site will contain useful editorial content. Poor quality sites tend to be those that offer only sales-oriented information, or worse, they depend on spam or other questionable business practices.

If you link to another website, invite them to link back to yours. If you then modify your site address, share the revised address with these other sites.Have your web designer create an easily distributable link to your site. You can get lots of traffic just by giving other sites this code.Some of them will post an icon or your logo for the link instead of a text link.

Sites to have a reciprocal link with

similar organizations in other regions of the country or world,
websites that are hubs of information about your industry,
local organizations or corporations with whom you work on a regular basis,
media outlets such as local newspapers that offer links on their sites, and
friends and fans who have connected with you through social media and blogs

Lastly, have a link to your site in all articles about you and in all emails you send.

Page titles

Every page of your website should have a title unique to that page. Begin with an information-carrying word, usually your organization’sname, and keep the description to 64 characters. Do not include the top-level domain name, such as ".com," unless it is part of your company’s name, such as "Amazon.com.” Also for your homepage, do not include "homepage" in the title, which adds verbiage without value.

Page descriptions

Search engines look for a unique “description” meta tag on every page and sometimes include it in their search results. For this description you can use up to 250 characters. Include your organization’s name along with your keywords spread out through this description.

Page tags

Search engines also rely on “meta tags,” special coding in the HTML language to decipher what each page is about. Fortunately, if you are using a content-management system (CMS) program, it will automatically add the appropriate meta tags to each page.

Avoid unsavory SEO tactics

Unsavory SEO tactics can result in serious penalties from search engines like Google.

Don't include an active link to the homepage on the homepage.
Don't use made-up words for category navigation choices.
Don’t paste a long list of keywords in a hidden color at the bottom of your website.

Optimizing any onewebpage

Plain text: Check to ensure that there is no important information in images or graphics files only; key facts and identity details also should be available in plain text.

Keywords: List ten to twelve keywords and keyword phrases that apply to the page.
Page title: Define a unique name for this page and put that name into a page-title meta tag.

Description tags: Put your keyword list into the description meta tag, along with any other language that you want the search engines to use when describing the page.

Links: Add links to resources mentioned in the page or to other content available on your site, and make sure the links on this page are described so that readers want to follow them. Include keywords in the link names, if possible.

Site map: If appropriate, add this page to the site map.

Submit your website to search engines

There are two times when you should submit your website to a search engine: when you want to add a brand-new website, and when you want search-engine results to show the changes that you might have just made to one of your pages. In either case, all you need to do is submit your homepage. Do this on and With just the homepage, most search engines can then crawl your site provided that it is well designed. To learn more about how Google finds and indexes sites for its search engine, go to

Put your links in your email signature

Create an e-mail signature that includes your website, blog, and social-media URLs.

Get the same vanity URL for all sites

Register your organizational name at all the mainstream social networks: your social-media vanity URLs should match your website URL.Save these usernames and passwords in a secure place. Create a master login sheet and store it where a trusted few can find it.

Write short and long bios for yourself

You need both short and long biographies of yourself. Unlike a traditional bio, in your social-media bio you should use a more conversational voice or tone to show your personality, and you should include questions.Think about how to connect and engage readers in a way that would invite them to comment or write back to you. A good test is whether you would like and trust a person who has your biographical information. An even better test is whether you'd want your son or daughter to date someone who has your biographical information.

For your short bio, begin with the keyword that conveys what you do.The first paragraph should have a lot of your keywords and can be used when someone needs to introduce you in front of a group. It will be very handy for radio interviews, webcast introductions, etc. Finish with what's memorable about you.

Your longer bio starts with your short bio and then lists your work accomplishments, your personality strengths (with examples), awards you’ve won, and so on. Use short paragraphs and link to other sites. Include engaging questions, and an invitation to connect.

Character limits for each social network

Twitter gives you 160 characters. Put this bio at the top of your bios for the other platforms.
Facebook gives you over 2,000 characters plus other fields in the Info section.
LinkedIn gives you 2,000 characters plus a bulleted profile for more info.
YouTube gives you over 4,800 characters.
Your Google profile gives you close to 30,000 characters.

Make a free Google profile

A completed Google profile(same as a Google account) will rank very high in any search for your name, especially in a Google search. It will show your bio, picture, and other online places where you canbe found. You will need this profile often, such as for your YouTube channel. The following two links lead you to the same page: and

Choose a Google username that matches the URLs of both your website and your social-media communities, a username that will become both your Google profile’s vanity URL (google.com/profiles/freeselfhelp) and your Gmail account id ).