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    Social Media Marketing for Your Business
    Social Media Marketing for Your Business
    Social Media Marketing for Your Business
    Ebook190 pages2 hours

    Social Media Marketing for Your Business

    By Carol L. Morgan

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    About this ebook

    So you have a website. You have a Facebook page and a Twitter account. Do you know how to make them work together—and work for you? Your marketing program must start with a strong foundation comprised of your website, brand, and content. Once that foundation is established, you can build upon it. Social Media Marketing for Your Business shows you how to create a winning marketing plan by carefully setting goals, creating strategy, and targeting audiences. This book will help you take a long-term approach to building and maintaining an effective marketing strategy with social media as a main component. You will learn how to: Create a cohesive content plan with strategy and goals Set goals and measure their success Increase website traffic Manage your online reputation Maximize your engagement and interaction on Facebook, Twitter, YouTube, and more
    LanguageEnglish
    PublisherBuilderBooks
    Release dateJan 1, 2018
    ISBN9780867187656
    Social Media Marketing for Your Business

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      Book preview

      Social Media Marketing for Your Business - Carol L. Morgan

      SOCIAL MEDIA

      MARKETING

      for Your

      BUSINESS

      SOCIAL MEDIA

      MARKETING

      for Your

      BUSINESS

      CAROL L. MORGAN, CAPS, CSP, MIRM

      Social Media Marketing for Your Business

      Disclaimer

      This publication provides accurate information on the subject matter covered. The publisher is selling it with the understanding that the publisher is not providing legal, accounting, or other professional service. If you need legal advice or other expert assistance, obtain the services of a qualified professional experienced in the subject matter involved. The NAHB has used commercially reasonable efforts to ensure that the contents of this volume are complete and appear without error; however the NAHB makes no representations or warranties regarding the accuracy and completeness of this document’s contents. The NAHB specifically disclaims any implied warranties of merchantability or fitness for a particular purpose. The NAHB shall not be liable for any loss of profit or any other commercial damages, including but not limited to incidental, special, consequential or other damages. Reference herein to any specific commercial products, process, or service by trade name, trademark, manufacturer, or otherwise does not necessarily constitute or imply its endorsement, recommendation, or favored status by the NAHB. The views and opinions of the author expressed in this publication do not necessarily state or reflect those of the NAHB, and they shall not be used to advertise or endorse a product.

      ©2018 by the National Association of Home Builders of the United States (NAHB). Social Media Marketing for Your Business is a copyrighted work owned by the NAHB. Without advance written permission from the copyright owner, no part of this book may be reproduced, distributed, or transmitted in any form or by any means, including, without limitation, electronic, optical or mechanical means (by way of example and not limitation, photocopying, or recording by or in an information storage retrieval system). For information on permission to copy material exceeding fair use, please contact: BuilderBooks, 1201 15th Street NW, Washington, DC 20005-2800. Phone (800) 368-5242.

      Trademarks: National Association of Home Builders, NAHB, BuilderBooks, and the NAHB logo are registered trademarks of the National Association of Home Builders of the United States.

      Printed in the United States of America

      22 21 20 19 18 1 2 3 4 5

      ISBN: 978-0-86718-764-9

      eISBN: 978-0-86718-765-6

      Library of Congress CIP information available on request.

      For further information, contact

      National Association of Home Builders

      1201 15th Street NW

      Washington, DC 20005

      800-223-2665

      Visit us online at BuilderBooks.com

      CONTENTS

      About the Author

      Preface

      Acknowledgments

      1Social Media is Everywhere

      2The Big Picture

      3Goal Setting

      4Reputation Management

      5Mobile, Visuals, and Hashtags: Social Media Must-Haves

      6Facebook

      7Twitter

      8Google+ and Google My Business

      9LinkedIn

      10 Pinterest

      11 Houzz

      12 Instagram

      13 Snapchat

      14 YouTube

      15 Other Digital Marketing

      16 Managing Your Social Media Program

      17 Evaluating Your Program: Tracking and Measuring Results

      18 What’s Next?

      Notes

      Index

      ABOUT THE AUTHOR

      Carol L. Morgan, MIRM, CAPS, CSP, has decades of experience as a marketing, public relations and social media expert, strategist, and consultant. She is President of Denim Marketing, a brand she launched in May 2017 that promises to be a comfortable fit for clients. Her original company, Flammer Relations, Inc. will celebrate 19 years in business in 2018. Flammer Relations (dba Denim Marketing) is based in the metro Atlanta area and works nationwide with builders, developers, mortgage companies, construction product manufacturers, apartment developers, banks, and others in the housing and construction industry.

      Carol created the nationally-ranked and award-winning real estate blog www.AtlantaRealEstateForum.com in 2006. In fact, she launched several blogs that year, including www.LuxuryRealEstateForum.com, www.GreenBuiltBlog.com and www.FiftyPlusHousing.com. These sites were early pioneers in the blogging space, and because of Carol’s early adoption of blogging, she is often fondly referred to as the Blogging Queen.

      In addition to this book, Carol is the author of Social Media for Home Builders, Social Media for Home Builders 2.0, and Social Media 3.0. Carol was on the panel that presented the first social media presentation at the International Builders Show in 2007.

      Carol teaches seminars on marketing and social media to companies and associations nationwide. She has spoken at numerous trade shows and conferences, including the NAHB International Builders’ Show, 21st Century Building Expo, the Remodeling Show and the Great Lakes Builders Show, just to name a few. Her most quoted and retweeted statement is, What you say doesn’t have to be personal, but it must have personality. She often urges her audiences to consider the question, "When you Google your name, do you like what you see?’’ After all, online reputation is an important part of branding your company.

      Carol holds a BA in business and behavioral science from Oglethorpe University. A member of the Greater Atlanta Home Builders’ Association, Carol was honored in 2012 as Council Chair of the Year and in 2008 as Associate of the Year. She is a member of the Georgia Chapter of the Public Relations Society of America and a recipient of PRSA’s prestigious George Goodwin Award. She is a past chair of NAHB’s Professional Women in Building Council and was honored by this group in 2016 with the prestigious Woman of the Year award.

      Other honors include the Oglethorpe University 2008 Spirit of Oglethorpe Award, as well as OBIE, Phoenix, APEX, Hermes, and Communicator awards for blogs and client projects.

      Carol is the 2018 NAHB Membership Chair and a member of the Associates Council. She proudly holds the MIRM (Masters in Residential Marketing), CAPS (Certified Aging in Place Specialist) and CSP (Certified Sales Professional) designations from NAHB.

      Carol is a member of the National Association of Real Estate Editors, Public Relations Society of America and Greater Atlanta Home Builder’s Associations’ Sales and Marketing and Professional Women in Building councils.

      In her free time, Carol likes to garden, cook, travel, and ride horses. She’d like nothing better than to follow Diners, Drive-ins and Dives around from city to city. She competes in the dressage arena on her Trakehner mare, Johanna. She lives with her family at their farm, Thistledown, in Cartersville, Georgia.

      PREFACE

      Why another social media book? While this is my fourth time to share the secrets of social media for business, I have taken a totally different approach than before. Instead of being a click-by-click, how to social media guide, this one starts with big picture marketing and talks about how social media fits. Marketing today is all digital, meaning that it is all online. Your marketing program must start with a strong foundation comprised of your website, brand, and content. Once that foundation is established, you can build upon it by sending qualified traffic to your website, using a number of tactics.

      After talking through what your social media foundation should look like, I dive into specific sites and give tips for maximizing your engagement and interaction on them. I have completed countless social media audits over the years, and one trend continues to appear. Many times, I can’t find any reason why a company is sharing the content they are posting. Chances are they are posting it only because it is the first thing that came to mind when they felt a need to feed the machine.

      I hope that after reading this book you can step back, take a breath, and think about what your intention is before you post. If you want your audience to engage, you must create a cohesive content plan with a strategy and goals. Getting results while building your social media presence haphazardly may happen occasionally, but long term you will need a blueprint that starts with that strong foundation.

      I became immersed in social media in 2005 (it was called new media way back then). Lots of people thought I was crazy. I even was told by someone very close to me that my clients didn’t understand or appreciate it and that I was wasting my time. I knew then that I was on to something much bigger than my little blog. I responded, If I don’t’ do this, I’ll be a 40-year-old dinosaur without an agency. I’m not big into math, but let’s just say my gut instinct panned out, and I’ve continued to find ways to work digital and social media plans into strategies for clients—always with an eye on how each site works best for business.

      What I have learned over the last 13 years is invaluable. Because I established my company at the intersection of content and search engine optimization, (i.e., blogging), I can effectively maximize content for clients. And today, blogging is still the biggest differentiator for websites that perform well in the search engines. And results are easier to measure than ever.

      With the plethora of social media sites now available, businesses may have a hard time keeping up or even knowing where to start. Success with social media—like any marketing strategy—is not about jumping from one new shiny thing’ to another. You build a winning strategy by carefully setting goals, creating strategy, and targeting audiences.

      This book will help you take a long-term approach to building and maintaining an effective marketing strategy with social media as a main component. Happy reading! Please connect with me online and let me know what questions you have!

      Carol@DenimMarketing.com

      www.Facebook.com/DenimMarketing

      www.Linkedin.com/in/carolmorganflammer

      www.Twitter.com/DenimMarketing

      www.Pinterest.com/DenimMarketing

      www.Instagram.com/DenimMarketing

      www.Snapchat.com/DenimMarketing

      www.CarolMorgan.net

      www.DenimMarketing.com

      ACKNOWLEDGMENTS

      Idedicate this book to my father, Hugh W. Morgan. Although he is no longer with us, his memory lives on in so many ways. A visionary who built home computers in the late 1970s, Daddy encouraged (really insisted) that I take a computer programming class in 1983. I told him that I would never need to use a computer for anything in my life, but I took the class anyway as it was easier than arguing with him. Daddy really enjoyed walking through my office and saying, How many computers do you own now, dear? This was something we laughed about from 1999 to 2016.

      A huge thanks to everyone who inspired and supported me while I wrote yet another book! Especially to my best friend, Renita Davis, who kept me on task and provided me with a sounding board for the outline and direction of the book.

      A special thanks goes to the entire Denim Marketing team. When confronted with unexpected change, you embraced it and helped build something that is truly a comfortable fit. You are the wind beneath my wings. The Denim team is successful because of each of you and your hard work and dedication. Thank you so much to Courtney Rogers, Mandy Holm, Amanda Meade, Bailey Thompson and Jennifer Luitweiler. I am impressed by your creativity and the level at which you care on a daily basis. An extra thanks to Mandy for providing me with Snapchat expertise—now will you stop snapping pictures of rush hour traffic to me? ;)

      I extend a heartfelt thanks to my son, Forrest, who not only believes in me, but is the reason that I started my company 19 years ago. To my mother, sister, and brother, I love each of you very much. I’m glad we have each other’s support in good and bad times. An extra, special thanks to my brother, David Morgan, who built my first blogs in 2006—www.AtlantaRealEstateForum.com, www.GreenBuiltBlog.com, www.Luxury-RealEstateForum.com, www.CarolinaRealEstateForum.com and www.FiftyPlusHousing.com. He taught me about SEO, and opened a world of opportunity for me and my clients.

      Finally, thanks to all of my clients and friends who embrace social media and the internet and work to become more engaged and more effective every day.

      For years, home builders built homes, and buyers came. That’s no longer true in the industry, and it’s never been true in social media. It

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