Category Archives: LinkedIn

Katherine L. Garcia
Tips for Covering Events on Social Media

Sometimes the act of covering live events on social media, large or small, can feel overwhelming. Deciding what to share, managing all social media platforms (Facebook, Twitter, G+, LinkedIn, Instagram, etc.) and making the message meaningful are all points to plan for. We do not plan to fail, we fail to plan!

Here are tips on how to cover events via social media we’ve gathered from experience, which can help you cover your next event and tap the power of social media marketing.

Be Prepared

Know the schedule of events. Have an idea of what you want to cover so you make sure you capture critical event moments. Make a list and if you are working with others, decide who will own what. For over event, we divided social media ownership to avoid content-posting overlap.

Use Your Cellphone

Don’t make social media event coverage complicated – there is no need to carry your laptop everywhere you go; it’s heavy and annoying. For the most part, you can do all of the social media event coverage straight from your mobile device. We were right up there with the event photographers with our iPhones getting some of the same great shots but we were able to post them immediately! (I did convert one photographer who started using his phone in-between camera shots!)

For posting, we love hootsuite.com to manage multiple accounts under one streamlined dashboard and we also were logged into our client’s social media account directly from our phones so we could tweet and post on Instagram. Facebook allows you to be logged into your personal account and be a page manager – Google Plus does too.

Edit Photos Before You Post

People like visuals, so make sure you post photos of the event (food, fun activities, event signs, etc.). We made sure with our client that there were photo releases and for some of the celebrity chefs and sommeliers we shot, we asked permission to post photos of them and share it on social media. Never assume permission – always ask first.

Before posting the photos on social media, we recommend you edit them on your phone. A little tweak can make a positive difference. Personally, I like Snapseed, Afterlight, and the built-in photo editor on my iPhone.

Also download Layout, a free app by Instagram that lets you create collages, and create collages to share on Facebook, Google+, but most importantly, Instagram. Collages don’t look too fab on Twitter. Instagram allows you to crop, change colors and lighting all from the app.

Post live

There is no need to wait to post, slow is the same as stop with social media marketing!  Do it live from the event, this gives attendees and non-attendees opportunities to share. You can also post short videos as well. Just remember that if you’re posting photos to do a quick photo edit before posting! And be mindful of spelling and grammar!

Schedule Social Media Posts in Advance

Schedule content about times, sponsors, and other event related news on social media before the event.We use Hootsuite for social media post scheduling. You can set it and forget and focus on posting more live action shots and focus on responding to people who are liking, sharing, retweeting or using your event hashtag.

Have a Social Media Partner (or Two)

Posting on Facebook, Twitter, Google Plus, etc., and replying to people’s comments and messages during the event, is time consuming, so don’t do it alone! Have a partner! Create a clear plan of who is going to manage what. Teamwork goes a long way. There were times at the event where I was live on site and my WMT teammie was cooped up in a hotel conference room getting fed pics while she was citing names and exact details of the photo and posting live. It worked really well – I got the shots, she got the fine details from a quiet room and had her full laptop up to work and type easily.

Invest in a portable chargerNothing is more annoying (or unprofessional) than running out of battery life during a major social-media-worthy activity. Own a portable charger. My favorite is the Mophie cell phone charger. They are reliable, sturdy, and get the job done.

Use Hashtags

Create your own hashtag for the event. Use the hashtag on Twitter, Facebook, Google+, and Instagram. Share the hashtag with visitors (if possible show the hashtag on a projector), remind speakers to share it, put it in signs and lead by example. Use the hashtag for all (or almost all) of your posts during the event.

Engage

Like photos or comments of people who are using your hashtag or commenting on your content live on site. Don’t wait – people want instant gratification. If appropriate, reply to the comments. Don’t be shy to ask people at the event to follow or like the business’ social media. It’s all about word of mouth, baby!

The most important thing out of this entire list is to loosen up.

Have fun – this is SOCIAL media (not robot media)!

Katherine L. Garcia
LinkedIn Opportunities

linkedin-photo-studioLinkedIn did a tour all over America called the LinkedIn Opportunity Tour where they stopped in select cities and provided free headshots and profile advice. I am always doing LinkedIn research for my clients at WMT, so I decided to attend the Los Angeles LinkedIn event at the UCLA campus.
Linkedin-Tour
The process was easy: choose whether you want your photo inside the trailer or outside and meet with a LinkedIn employee to review your profile. Stress-free social media support – totally my style.

A LinkedIn employee named Stephanie greeted me and told me to sit on the stool with a light blueish background, and took several headshots. Like my new photo?

LinkedIn-Katherine-Garcia

Katie, another LinkedIn employee, helped me upload my photo onto my profile, and then provided me useful tips to make my LinkedIn even more awesome (WHAT!?? My profile was not perfect – EGO SLAP!).

Here are some of the profile tips LinkedIn staff gave me that can help you:

  1. Get rid of bullet points. (I’m writing bullet points now in this blog post but for Linkedin, cut them!)
  2. Consider writing your summary in first person. This is social media – BE SOCIAL!
  3. Make your summary relatable, in paragraph format, and no more than 5 sentences.
  4. Share your goals and purpose.
  5. Describe why you are in the industry.
  6. Be approachable.

So I took my summary, and applied their recommendations. Here’s my LinkedIn summary before:

Over the years, I have developed a great passion for helping individuals and brands achieve online success. Today I support and advise brands in all areas of web marketing from strategy to training to content management and beyond, helping them execute healthy marketing efforts in a competitive, digital world.

As an active blogger and writer, I currently contribute to various online publications including LinkedIn Pulse – a newsfeed dedicated to professional development and growth – and Elephant Journal – a forum for content that promotes a mindful, enlightened society.

Specialties and Topics:
* Personal Branding & Marketing
* Online / Web Marketing
* Social Media Marketing
* Personal Growth & Consciousness

I welcome you to connect with me on LinkedIn—I’m always interested in making new professional acquaintances!

For more insight into my professional and personal endeavors, follow me on Instagram (instagram.com/kthrngee) and Twitter (@kthrngee).

Here’s my LinkedIn summary now– after applying the tips LinkedIn gave me:

I have a great passion for helping individuals and brands achieve online success. I support and advise businesses in all areas of web marketing from marketing audits to analytics to web copy creation and beyond, helping them execute healthy marketing efforts in a competitive, digital world.

As an avid traveler, my goal is to continue to travel the world with my laptop – experiencing cultures and new foods while helping organizations both small and large grow professionally. Helping others is what I do best.

I welcome you to connect with me on LinkedIn – I’m always interested in making new professional acquaintances! For more insight into my professional and personal endeavors, follow me on Instagram (instagram.com/kthrngee) and Twitter (@kthrngee).

Okay, so I didn’t write five sentences for my summary as advised. I love to rebel! 😉 However, I got rid of the bullet points, got rid of fluff, and displayed my goals and ambition for travel.

Questions to Ask Yourself

LinkedIn provided everyone who attended the event with a handout of questions to help them write their experience, summary, and headline. Here are the 5 questions:

  • When thinking about the work I do, what words do my clients/peers/managers consistently use to describe my work?
  • How would I describe what I do to someone completely unfamiliar with my field?
  • What do I want to be professionally known for?
  • What can people expect me to bring to the table?
  • What do I love most about what I do?

I advise you to answer these questions to help you write or edit your profile.

Creating Opportunity on LinkedIn

Inside the bus, while Katie was reviewing my profile, I saw a framed graphic that had the definition of opportunity:

Definition-of-opportunity

And I had an epiphany. The point of creating and spending all this time enhancing your profile is not to show off your resume or impress others, but rather to welcome opportunity. The more you invest time in making your profile look credible (and authentic), the more likely you will receive opportunity.

Here’s my healthy marketing recommendation for the day: Look at your profile and ask yourself, “Does my LinkedIn profile welcome opportunity?” If the answer is yes, high five to you! If the answer is no, pull your sleeves up and edit. The goal is simple: create opportunity.

Graphic Sizes for Social Media – Size DOES Matter!

Every social media platform has their own way of displaying their photos. When it comes to posting images on social media, size does matter when it comes to social media marketing!

According to NeoMan Studios, people remember 80% of what they see and do, 20% of what they read, and 10% of they hear. Colors also increase readers’ attentions span. And with so many “stuff” being thrown out at people on social media all day long, it’s more important than ever for your message to pop up against the crowd. And infographics can help you do that.

Pinterest, for example, likes long vertical graphics while Instagram is fond of only squared graphics:

instagram-and-pinterest

When creating a graphic (or instructing a vendor to design) to share on social media, make sure you save your graphic in the following dimensions:

Facebook:
940px x 788px
[Click here to see an example]

Twitter:
1024px x 512px
[Click here to see an example]

LinkedIn:
800px x 800px
[Click here to see an example]

Google+:
800px x 1200px
[Click here to see an example]

Pinterest:
735px x 1102px
[Click here to see an example]

Instagram:
640px x 640px
[Click here to see an example]

Click on this graphic below and then save it in your files:
social-media-graphic-sizes

virtualwordspecialist
Therapy for LinkedIn Network Neglect

linkedin-400850_640_pixabay_image

I was doing a little self-help this week and completed an audit of my social media accounts. I was disappointed to see how badly I had neglected LinkedIn! As a social media marketing professional, I was ashamed! But I got over the negativity and moved to positive action. First, I admitted I had a problem and came clean to The Marketing Therapist®, Lorrie Thomas Ross (which I sent via LinkedIn’s email to start using it better! Then I devised a plan to become a more active and social member of LinkedIn.

My therapy was a recent Social Media Examiner article titled: “5 Tips to Build and Grow your LinkedIn Network”. I used these tips as a guide while I set up a solid LinkedIn foundation and implemented steps to better management of my account in the future.

Below are the five key strategies I used:

#1 Update your status frequently and consistently. Eeek! It turns out the last time I posted anything was more than a year ago, so I used a recent Web Marketing Therapy blog post I created about humor in the workplace to update my account.

According to Social Media Examiner, only one third of LinkedIn members visit the site every day and another one third visit the network several times a week. Considering those statistics, here are some suggested best practices to becoming an active LinkedIn member:

  • Update your status on the actual site itself at least three times a day, versus using third party tools. This allows for full control of your message and genuine engagement.
  • Share and comment on the updates of your 1st, 2nd and 3rd degree connections at least once a day.
  • Send an invitation to connect to at least one new person per day.
  • Start and/or participate in LinkedIn Group Discussions three times a week.
  • Answer questions on “LinkedIn” answers three times a week.
  • Comment on profile updates from the companies you follow once a day.

#2 Build Connections Constantly. The easiest way to do this is to click on the “people you may know” link at the top right of the page. You can message these people directly and invite them to connect. You can also see how many shared connections you have with that person. Since making that request, I have doubled my network!

# 3 Be Strategic about When You are Active on LinkedIn. Studies show that LinkedIn members engage more in the afternoons and in the evenings when they are more apt to use the mobile site. It is important to test the best participation times unique to you for highest visibility. Also recommended is to mix it up and track the results of most communication.

#4 Join and Actively Participate in LinkedIn Groups. Social Media Examiner suggests the rule of thumb is to pick three to five groups to be active in and join in the conversation. I have never used this incredible connecting tool before and yet, groups are a vital part of the networking experience. Statistics show that 81% of LinkedIn users belong to at least one group. Of these people, 52% participate in group discussions. Connecting is “key.” I chose a few groups to join that I knew I would engage in professionally. To do this, I clicked on Interests at the top of the page and typed in a few keywords that best suited my expertise and interests.

#5 What You Share Matters. This is most important with LinkedIn. To be successful, you need to consider what would be useful, relevant and informative to the audience you want to attract. Then tailor the content such as news, articles and insights to meet that need. Consider the goals of sharing to be the following:

  • To become a thought leader whose content gets read.
  • To become a great resource for your audience.
  • To engage with your audience and create a dialog.
  • To share content others want to share to their own network.
  • To help increase visibility through the use of “share worthy” content.
  • To use LinkedIn Today to gather popular, trending relevant content.

After implementing the 5 Steps, I did a little self-diagnosis and self-prescribed the following: log in three times per week and engage each time with connections and groups. After coming clean, it’s time for me to stay on the straight and narrow path of quality, consistency and frequency. Whether it be a business or personal account, if your LinkedIn story sounds similar to mine, we can help with a little intervention session. You may be surprised how fun the healing process is.

Ah, I feel better already!

Sources:
Social Media Examiner post: http://www.socialmediaexaminer.com/5-tips-to-build-and-grow-your-linkedin-network/

Another Social Media Examiner resource: http://www.socialmediaexaminer.com/optimize-your-linkedin-profile-for-more-exposure/

LinkedIn Today: http://blog.linkedin.com/2011/03/10/linkedin-today/

Lorrie Thomas
Tough Love – Why You Need a Linkedin Company Page

If you don’t have a LinkedIn Company Page yet, then it’s prime time to get on the Web Marketing Therapy couch for some tough love and learn the reasons why you need a LinkedIn Company page. Being a part of the “World’s Largest Network” is not only is a way to manage your personal identity but it is also a way to increase your company’s visibility. And with over 300 million members – it’s a must!

Marketing Rx – Swallow these statistics on LinkedIn Company pages:

  • 68% of LinkedIn members say that they would like to receive relevant news articles or insights from companies.
  • Companies that post 20 times per month reach at least 60% of their unique audience.
  • Recent research shows that LinkedIn is 277% more effective at lead generation than Facebook or Twitter.
  • Members are 50% more likely to purchase from a company they engage with on LinkedIn.

Slow is the same as stop in web and social media marketing. Stay on top of the social media curve by jumping on this opportunity. It’s a professional and free way to keep your company name out there and connect with current and potential customers. Plus, with Facebook Business pages becoming less and less prominent in feeds (unless you pay to play- read the new Facebook News Feed rules) it is just plain foolish to not create a business page for your LinkedIn account. I told you this therapy session was going to involve some tough love 🙂

Your personal connections on your LinkedIn account will be able to follow your new LinkedIn Company page. A LinkedIn Company page will increase your brand visibility and would be geared to attracting potential clients.

When posting to your new LinkedIn Company page, you will have access to specify a target audience for each post. You can choose what type of industry, the company size, function, location and language preference you want your LinkedIn Company update to be seen by. A powerful tool that is not provided by other social media platforms i.e. Twitter or Facebook unless again if you are paying for it. Here is a screenshot of what LinkedIn’s Targeted Audience tool looks like:

linkedin-targeted-audience

To reiterate – a LinkedIn Company page is not connected to your personal profile. It is simply another opportunity to gain followers and create another way to communicate and capture members and product purchasers. There is no “handling” of your personal contacts with a Company page other than having a good excuse to invite them to follow your new page to get business tips, advice and inspiration from posts and updates. The credibility factor also seals the deal with potential clientele who are doing their web research on your company and how many employees you may have and what their experience looks like. SEO wise a LinkedIn Company page will come up higher in searches, usually on the first page of searched keywords associated with your brand.

There’s no time like the present. Okay, session is over, get off the couch and and get going on creating your new LinkedIn Company page!

 

Katherine L. Garcia
Social Media Done Right – Marketing Tips for 2014

Last week, I attended one of the largest social media webinars in the world. The event, hosted by Hubspot, shared strategies to help increase business’s brand visibility on social media. Social media experts talked about advertisement methods and shared tips and best practices to get the best out of social media efforts.

Since sharing is caring (and we care at WMT!), here are some of the important social media marketing tips from the webcast + our advice to help you succeed in 2014. Let the learning begin!

Make a Damn Good Impression

Web Marketing Therapy Twitter

The rumor is true. Looks matter. It’s the first impression on your Facebook and Twitter that is important. People need a compelling reason to follow you. Draw them in with appropriate photos that represents your business well.  

In filling out the description on your Facebook or Twitter account, be accurate about your business locations, hour, and website links. The more details you give your audience, the easier it will be for them to understand and reach out to your business. Its the little things that count.

Be Human on Facebook

Web Marketing Facebook

Just because its your Facebook business page, doesn’t mean you should sound robotic on it. Talk to people online the way you would talk to a person right in front you. Show your Facebook fans the company’s culture. An example of this would be posting photos of the team having fun at work. Our team sometimes shares music we listen to during work with our Twitter and Facebook peeps. It’s a fun way for our followers to get to know us. This week we chilled out to Broken Bells.  Oh yeah!

Be Professional On LinkedIn

Web Marketing Therapy LinkedIn

On LinkedIn, you should always consider a more professional mindset. Share tips that are helpful to your followers and provide the valuable content regardless if its from your company or not. Constantly experiment and pay attention to the metrics provided to see what type of content works best.

Build Relationships on Twitter 

WMT Twitter

Tweet about relevant industry topics  and reach out to people in your industry to help build relationships. In the example above, we tweeted an article we wrote and tagged appropriate people who were mentioned in the blog post. Just like that, we can build relationships as well as awareness about our brand.

Using hashtags is a way to help drive engagement and add value to conversations.  In the example above, we created the hashtag #markEDing. This is a term created by Lorrie Thomas Ross which literally means:

Marketing + Education = markeding [Click Here to Tweet This Tip]

Anyone can create their own hashtags, just make sure they are easy to understand and align with your company’s purpose and goals.

Another Twitter tip: post appropriate photos on Twitter to help increase the visibility of your tweets. Remember, the photos don’t have to be yours, but you should credit the source. The marketing experts from the Hubspot webcast talked about the 80/20 rule on content. They encourage 80% of your content to not focus on what you are selling.

Lastly, treat social media networks as different platforms. In other words, unhook all social media accounts and treat each social media account individually. Linking the same content on all of your social media accounts is, well, lazy.

Huge thanks to Scott Engelman, Jed Clevenger, Russ Laraway & the team at Hubspot for inspiring us to write this blog. Feel free to send us your marketing questions at @webmarketing_rx!