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May Book Club

#GetSocialSmart: How to Hone Your Social Media Strategy by Katie Lance

This book will be discussed in A Novel Approach book club.

Monday, May 21st at 10 am EST / 9 am CST / 8 am MST

Join the Facebook group A Novel Approach to participate in the discussion.


We all understand the significance of social media’s exponentially growth. It is a large part of the everyday activity in both personal and professional settings. As its’ presence has entered everyday activities, it is time to seize the huge opportunities it presents.

There are two different sides to social media usage. For most professionals, there is a side of formulated systems and strategies, but where small-business owners, entrepreneurs, and real-estate professionals really discover their success is "in incorporating the personal part of social media." This book walks you through both transforming the way we think about social media, formulate a strategy, and maximize our efforts on all social media platforms.

We have been given a "tool that significantly enhances how we keep in touch with people, create relationships, and build our businesses." With real-time news, responses, opinions, and discussions, the power of social media can be accessed by being in-the-moment. Throughout the book tips, strategies, stories, experiences, and insight will be provided to help you understand and discover how to properly use the tools we have been given to accomplish your goals.


Chapter 1: Don’t be Overwhelmed by Social Media

According to Kissmetrics, 30 billion pieces of content are shared each month on Facebook. Social media can get overwhelming with the growing number of platforms but remember, it is a communication tool. It is another way to share information, and surprisingly not just to the Millennials. "One of the fastest growing demographics on Facebook is people over 50." Even though every demographic can be reached, you don’t want to target everyone. You want to be intentional. You want to create one-on-one communication and build relationships to have new clients. "Over time, you learn more about each other, form a level of trust, and are able to share information to make your relationship flourish." Keep it simple.


Chapter 2: Nuts and Bolts: How to Start

"I’ve learned just because you aren’t there, doesn’t mean the conversation isn’t happening."

There are opportunities everywhere to connect with other, build relationships, and surprise and delight people. On each platform, this looks different. So, how do you know which one to choose?

First, determine why you want to use social media and what your motives are for using it.

Secondly, determine which of these options may best serve your purposes.

  • Facebook: With billions of users, it is a top place to interact, build your brand, and advertise. It has the opportunity for businesses to create communities and networks through groups.
  • LinkedIn: Your professional online profile. It’s a place people can look at where you are and who you are in your career.
  • Twitter: Expand your sphere and reach people you don’t know. It offers a broadcasting opportunity for businesses to drive traffic back to their sites. It also lets you engage with people who are having a conversation about your product or service.
  • Pinterest: This is more of an aspirational site where people create boards of their dreams, such as how to design the interior of a new house or style an upcoming wedding.
  • Instagram or Snapchat: Currently the fastest growing platforms featuring a younger demographic (usually millennials or younger).
  • YouTube or Video: Create a space to tell your story. A platform where people can share what it feels like to work with them.

Third, how often should you post on your chosen platforms? Although there is no magic number, statistics can provide us with the most effective levels of frequency on each unique platform. We want maximum efficiency and to stand out, so a strategy is essential, and it begins with knowing how often you should post.

  • Facebook: 3 times a week is suggested keeping in mind that daily is preferable. Know the more likes and shares you obtain affects how widespread your content will become.
  • Twitter: with the quick pace, three to five times daily is recommended. With a character limit, they should be short.
  • LinkedIn: Recommend about 20 posts monthly or once every business day "which will allow you to be successful in reaching around 50 to 60 percent of your audience."
  • Pinterest: "high- volume and high-frequency network." It takes smart keywords, eye-catching images, and links back to your website to be successful. Content is relevant for longer but is still suggested 3-5 times daily.

Decide what platforms are right for you. Remember: Consistency is key and having a plan matters when it comes to being successful at navigating social media.


Chapter 3: How to Create a Content Strategy

Creating a tribe: Jimmy Fallon is a perfect example someone who has created their brand using social media. He has truly created a loyal fan base of followers because people like him. "As he furthers his career, he is bringing millions of new fans along for the ride" through his social media use. This is true success. If you want long-term success and ROI for your efforts online, the content you share needs to be good. It’s essential to have good content. Without it, you aren’t doing anything for anyone.

You need to create a coherent, content strategy that will meet the needs of you and your business as well as you and your clientele to achieve your goals. Having a strong, yet flexible structure will give you the ability to constantly evolve your social media to grow with your business.

How to crush your content strategy in 5 steps:

1. Start big picture: Ask yourself your goals and what you want for your future. Understand who your audience is and what interests them. You might have multiple types of people and you need strategies to reach all of them

2. Understand your brand: Put your thoughts on paper and identify your strengths and weaknesses. See how you can separate yourself from your competition

3. Brainstorm: What type of content catches your customers imagination? Who are your most important people to target? How do you want them connecting with your brand?

4. Delivery of content: Are you going to use your website? Paid channels? What social media channels are you using?

5. Showtime: Create it! Make sure you have a schedule that flows and meets your goals.

Every one of us has a story and background and it’s something people care about. Personal moments help translate our story and define our personal brand to others. Telling our stories helps us to connect with people. Our lives are more than what we do for a living so how can you tell your story?

  • Be personal. Don’t complete desperate personal and professional life. They overlap on the workplace just as they overlap in your personal life. Business is connecting with people over interests and social media is a platform used to enhance that.
  • Be real. Authenticity is key.
  • Share what you love. Sharing things that are of interest to you tell others about who you are. If it’s interesting for you it may be interesting to others.
  • Share moments in your business. Share celebrations on social media of a fun workday or a happy client.
  • Look at your life like content. What best helps to tell the story of you? Your everyday life. Daily moment are great opportunities for us to tell our story.

Content is about starting a conversation. Keep it simple and ask yourself who you want to attract, frequently asked questions, and what type of people you like working with. "The more you work at it, the stronger it will be." Content and timing are important which is where a content grid comes into play. It’s an easy way to look at the type of content you want to post relevant to your brand and put it into a plan. It forces you to plan and stay on top of it.

A content grid usually has 4 or 5 categories or topics related to your brand and business. A few ideas for real estate agents would include local and community activities, personal interest, or national/ local real estate. You can do a how-to category or tips for home renovation. It depends on what type of content you are wanting to share and categorizing your interests, so you can go look and grab content you have planned ahead of time to share.

You can share article links, photos, blogs, videos, and questions to grab your follower’s attention. Another option is to create it yourself. It can be easy to get overwhelmed by what you’re going to post, but the best thing you can do is to look at your life like content. You are given opportunities every day to share personal and professional stories on social media.

"Content is everywhere. You just need to be aware of it, capture it, and share it."


Chapter 4: How to Repurpose Content Across Multiple Platforms

"Many people often ask me if they can just have content, put it somewhere and then push a button for it to go everywhere."

The problem is every social media network has its unique etiquette that makes sharing the same post on every outlet less effective. You can share the same content but how you talk about it needs to be changed up a bit for each different outlet. Remember: you can share the same content but make sure to change up how you present your content on each platform to best fit your audience.

How to perfect your post for every platform- not every outlet was created equally so don’t treat them like they are. It isn’t what you say but how you say it.

  • Blogs: Create an engaging title under 70 characters with keywords in your first paragraph to make it clear what the reader can expect from the post. Summarize it with a call to action and make it stand out with relevant images.
  • Facebook: Keep it positive and provide information and a link so readers will want to click into your content. Engage with users through conversational dialogue and be available to respond.
  • Twitter: Offer a clear call-to-action. Engages viewers by issuing questions, facts, and figures. Retweet relevant content. Ensure your punctuation is perfect and offer images and videos to heighten engagement.
  • Pinterest: Share images without human faces and a compelling background.

Extend the life of your post: A typical Facebook post is active for about 3 hours, meaning Facebook pushes your posts to the bottom of the news feed around then. To keep your post lively, copy the Facebook post url and share it on Twitter or LinkedIn after 3 to 4 hours to ensure your followers and friends will be more likely to see it.

Repurposing content and promoting content goes along way. You need to be putting yourself out there repetitively. Have a checklist for promoting yourself.

  • Ask yourself who are a few people I could send this to first? Reaching out one on one and telling people you thought about them when creating this content can go far in developing a relationship.
  • Send content through a dedicated email. A weekly newsletter full of tips it resources.
  • Promote your content on Facebook.
  • Create images for Instagram and Pinterest that capture your post and share it.


Chapter 5: How to Create an Awesome Headline

Entice your audience to read what you have to say. "You never get a second chance to make a first impression. 80 percent of people will read headlines and only 20 percent will go on to read the rest of what you have to say."

1. Make it powerful.

2. Make it memorable.

3. Specificity is your friend: Provide enough relevant information for them to understand that they need to read on. Be specific but don’t over stuff.

4. Urgency is key: Your call to action must spur emotion.

5. Is it useful? What does it do for them?

6. Make it solve a problem:

  • How to ___ that will help you increase ____
  • Why ____ will make you better at ____
  • 10 rules for maximizing ___ for ____

7. Use positive and negative superlatives, such as best, always, most, never, nothing, worst, or avoid.

8. Speak to one person. Use "you" instead of "me" or "we."

The ideal length for every type of content. Readers have a limited attention span and you want to grab it!

  • Twitter: 100 characters in a single tweet will receive 17% more engagement. Short and to the point.
  • Facebook: 40 characters or fewer will receive 86% more engagement and 80 characters or fewer will receive 66% more.
  • Pinterest: 200 characters with a call to action will earn 80% more engagements.
  • Blog posts: Articles with 1,500 words receive on average 68% more tweets than shorter posts and 23% more Facebook likes but try to remain under 1,600 words.


Chapter 6: Honing Your Social Media Strategy

Remember, social media is the current way we communicate and keep in touch. We can contact anyone at any time and social media is a communication channel.

It isn’t just for marketing. It’s for communication. "Every 15 minutes there are over 49 million posts and 500,000 likes on Facebook every minute." You must be intentional.

  • Infuse your personality. What are you passionate about? People connect with people. You need to show others who you are.
  • Watch your grammar - it counts!
  • Be compelling
  • Consistency is important. If you start using social media, post on a consistent basis or it won’t work.

How to start a successful strategy: Think about:

  • What are your goals? How do they tie into your company? Who is your target audience? How will your ROI be measured?
  • What social media platforms work best for you and your prospects? What will make building relationships easiest?
  • Meet people offline by hosting events, starting groups, and attending conferences.
  • How are you going to tell if your efforts are paying off?

Make the connection: Streamline your social media activity but differentiate each network and your audience.


Chapter 7: Social Media Time Management- How to Curate, Create, and Promote Content

"Time is everything and time is our most precious resource."

With this is mind, systems are essential. With a system in place, you will never go astray from your brand.

There are 3 major parts:

1. Curate content: You need to have a system for finding good content to share with your network. Spending a few minutes every day looking for great content can keep you on top of it. Note what audiences you are curating content for. If you know who you are doing it for, it is easier and quicker.

Step 1: Email newsletter - Monitor industry newsletters to see important events or valuable information.

Step 2: Twitter lists - Creating Twitter lists based on interest and topics relevant to your brand to scan through each day. You can retweet or use content and share it on other platforms.

Step 3: Buzzsumo - It’s the greatest way to find the very latest content that is relevant to your brand.

Step 4: Instagram - Scan through hashtags and feed and like and comment on 15-20 posts to engage with followers.

3 tips that make a huge difference in scheduling curated content:

  1. Be fresh and relevant. Only plan one or two days out, no further ahead.
  2. Always credit the source and the reporter by tagging him or her
  3. Share links to multiple networks

2. Created Content: This could be blog posts, videos, live videos, or graphics. Either way, keep it simple.

Create a blog calendar and select your topics for the next 3 months. They may change but at least you have formulated a roadmap. We all start somewhere and being consistent is better than having a social media graveyard.

3. Promote It: A 7-step process for promoting weekly content

  1. Send a dedicated email about the post to an email list
  2. Sharing posts on Facebook and boosting the post of running a Facebook ad promoting your post
  3. Sharing posts in Facebook groups
  4. Sharing the post to twitter and pinning the tweet
  5. Share links on Instagram by creating a related graphic
  6. Include the link in a weekly newsletter
  7. Privately share on social media to 5-10 friends whom you think would enjoy it

Reminder: "You are your best promoter and you can’t do all of this and walk away. Engagement happens throughout the day." Hold your side of the conversation.


Chapter 8: The Power of Recognizing People Publicly

"There is a power of thanking people publicly and there is an opportunity to make public what might once would have been private."

Giving people recognition in a public forum gives them recognition among their friends and peers. It makes them look and feel important while also telling a part of who you are and what you are all about. "When you surprise and delight people- benefits are exponential." Be authentic and intentional and take the opportunity to thank someone online.


Chapter 9: How to Get More Traction With Your Blog

  • Life is content: Instill your mindset to recognize moments of inspiration in everyday life.
  • Plan ahead but be flexible: Plan what topic or type of content you are going to put out in a calendar, but make changes when necessary depending on your news and industry.
  • Who are you trying to attract? Narrowing down to your ideal client and creating specific content geared towards them is way more effective.
  • Write for one person: If you focus on specific people, your content will be much more personable and compelling.
  • Edit ruthlessly.
  • Don’t forget the basics: Remember people are always looking for the basic information and basic tips.
  • Consider the platform: What channel is best for what you want to share?

How do you get your blog readers to keep coming back?

  • Get quick on Twitter: Tweet multiple times a day promoting your posts and topics.
  • The Amazon "trick": Include 2-3 links of other relevant blog posts on your site by putting a "see additional posts like this" to keep them on your site.
  • Ask for the share: Ask people and business to share your blog post with their network through an email link.
  • Divide and conquer: Break up large chunks of information and share them through several different posts.
  • Advertise: Posts that are specific to an audience are ideal to run as ads on Facebook.
  • Call to action: Seasonal, timely posts can really boost your audience.

Quick and easy blog ideas:

  • Q/A
  • Checklists
  • A collection-monthly roundup of some of your favorite articles
  • How-to’s
  • Infographics
  • Lessons you have learned
  • The basics of what you do
  • Quick tips and tricks people can easily digest
  • Give people a sneak-peak at what you do behind the scenes


Chapter 10: How to Create Your Ultimate Blogging Calendar

It’s easy to get stuck. Stuck on what to say or what to post about. Blogging isn’t a new conversation but it’s important to talk about the why behind blogging and why you need to think about it even more.

Having a calendar for blogging will:

  • Make it a priority and a habit
  • Get you out of the "here and now" and force you to think ahead
  • Force you to be consistent in your efforts

"Consistent Effort = Consistent Reward"

Create a spreadsheet or a calendar, whatever works best for you to accomplish consistency and implementation. To build your calendar ask yourself what your brand is all about. Brainstorm words in your strengths, specialties, or expertise’s to become topics to post about.

"Remember, blog content isn’t just the same content people can read anywhere- the difference in a blog post is that it includes your opinion and your voice."

To start, brainstorm 20-40 topics. Ask yourself what keeps your clients up at night. Plan around key dates like holidays to know when to share specific topics.Types of blog posts include lists, how-to’s, checklists, Q/A, an interview, company news, weekly round ups, or product reviews.

Use all of this to draft a calendar to get the real work to begin.


Chapter 11: The Power of Visual Marketing with Instagram and Pinterest

 Visuals are processed an estimated 60,000 times faster in the brain than text. Visuals have a significant impact on social media and their creation can be made easy. Start with stock photos as they are more effective than google images. They have images you will want to use, and they are simple to download.

Instagram is one of the fastest-growing social networks and it's because photos and videos connect us to each other in a way that doesn’t happen through words. What should your social strategy look like for Instagram?

  • Get creative by putting text over photos or making collages.
  • Add hashtags to each post as a comment.
  • Don’t flood the feed.
  • Respond to comments quickly.
  • Get artistic.
  • Tell your story.
  • Engage with hashtags that are relevant to you.

Ways to boost your engagement on Instagram:

  • Show that you are human. Photos with human faces are 38% more likely to get likes.
  • Images with blue as the dominant color receive 24% more engagement than orange or red.
  • Know when to post.
  • Use hashtags.
  • Get intentional by keeping it clean and simple.
  • Brainstorm keywords to create your hashtags. Post your hashtags as a comment on your photo after you have posted it, not on your actual caption for your photo.
  • Engage authentically by scrolling through and commenting and liking images in your newsfeed.
  • Be consistent.
  • Use cultural relevance to your advantage.
  • Make followers feel special.
  • Originality is key.

What about Instagram stories? Think like a storyteller. Have a beginning, middle, and end with a call-to-action. This can be through images or videos.

How about Pinterest? Pinning frequently is important. Pinterest is particularly helpful to curate your content to post to Facebook. It is an inspirational platform where people go to dream or plan for an event. So, when it comes to Pinterest

  • Maximize image height.
  • Build links.
  • Create a wide range of boards.
  • Create "pin it for later" links.


Chapter 12: Facebook Business Pages and Facebook Ads

Start by knowing your audience and who you are going to target through Facebook. Then, engage your audience with a thoughtful presentation. This can look like personalizing your page with visual representation to connect you with your business. Use quality content to engage your audience and keep them coming back.

5 way to improve your status updates on Facebook

  • Keep it brief.
  • Aim for professional but informal language.
  • Like status’ of friends to draw people to your website.
  • Ask questions.
  • Offer resources.

After all this, remember to promote it and respond to friends. Scheduling posts on Facebook is easy but there are a few Do’s and Don’ts.

  • Do plan
  • Do be insightful
  • Do be creative
  • Don’t over schedule
  • Don’t just have one type of content
  • Don’t over curate

Stay relevant and add some humor into your posts. Take your business page to the next level by promoting it, making is mobile accessible, utilize Facebook offers, or going live.

Facebook advertising looks a little different. The biggest opportunity for people on Facebook Ads is using their power editor and their targeting tool. Use Facebook’s own knowledge to leverage your posts. Create a custom audience or Facebook’s pixel. Optimize your Facebooks ads by:

  • Identifying your goals.
  • Separate mobile and desktop ads.
  • Divide your audience into more manageable segments.
  • Select the right call to action.
  • Keep track of the right performance metrics.
  • Keep it short, sweet, and simple.
  • Experiment with different images.
  • Schedule and rotate ads.

10 ways to maximize Facebook images

  1. They should appear natural and appropriate.
  2. Limit your image to less than 20% text.
  3. Crop tightly around the most essential part of the image in order to focus your message.
  4. Bright colors grab attention.
  5. High-resolution images are optimal.
  6. Don’t forget about your brand image.
  7. Simple is solid.
  8. Think in terms of benefits for your customer.
  9. Less than 90 characters of text is ideal.
  10. Target your ideal audience.


Chapter 13. How to Create a Smart Facebook Strategy on a Budget

How can you generate more engagement and traffic without spending a ton of money? Think beyond just now. Using a content grid will help you produce content related to who you are and what your brand is. Also, be consistent in scheduling out 5-7 days at a time to ensure you are consistent. Have a system in place for responding quickly to comments or questions brought up on your feed. Maybe boost your post budget so that more people see it and even extend the life of past posts by boosting. Tag people in a post to ensure specific people will see it. You can also promote your Facebook page through email, blogs, of videos. Invite people who like your posts to like your page.

A picture is worth a thousand words and can really add to your page. Get a few systems in place for creating posts and make it a priority. "The key to anything is time and although it doesn’t take a lot of money to have a successful business page- time is money and it’s the only thing we have."


Chapter 14: The Biggest Mistakes Business Owners are Making on Facebook

  1. Too many hashtags: Hashtags aren’t for Facebook.
  2. Automating posts from one platform to another: Be sure to change up posts from platform to platform.
  3. Too long of a post: There’s a time and place but constantly having long posts will reduce readers.
  4. Sharing your Facebook account with your spouse.
  5. Adding your job title to your Facebook personal profile name.
  6. Not making it easy for people to find you: Add your location, job, and title to make it easier to find you.
  7. Having a profile photo that doesn’t look like you: Keep it updated.
  8. Don’t be polarizing: What you put out sticks, so don’t be controversial.
  9. Not checking your notifications: Respond to your followers.
  10. Outsourcing too much of your personal social media: Don’t outsource the relationships.

What you do now on Facebook will affect business in 6 months, a year, or more. It’s the little things we do each day that make a difference.


Chapter 15: How to Optimize Your Facebook Personal Profile

"79% of Americans use Facebook and 78% of Facebook users access Facebook on a mobile device."

If you are like most people, you check Facebook to let it consume your "in-between" time. "When you’re on Facebook, you’re competing with someone’s best friend, their husband, their wife, their kids, and so on. It’s is a very personal environment." Don’t separate your personal and professional life online because your real personal and professional life overlap. People connect the most when you share who you are, more than just your business.

"Cut through the noise on Facebook with lists. Relationships are built with small interactions over the course of time."

Everything you do online adds up and how actively you are seeking out opportunities to connect with people will translate in the success of your business. Facebook is a great way to keep in touch too and you can set up lists to contact specific people in 6 or 12 months to ensure you are keeping up with your relationship through a list.

Ideal posts for your personal Facebook profile

  • Recognize one person publicly.
  • Recognize a group of an organization that you’re apart of.
  • Share why you love what you do.
  • Share something funny.

Do you really need a personal and professional page? That is up to you and your situation. Your personal profile is a key part of your social media strategy and shouldn’t be about your business at all according to Facebook’s Terms of Service. It’s highly encouraged you maintain a personal profile to be able to connect with people you know and share things like family photos that people want to see. It should be 80% personal, 20% business on your personal profile.

Celebrate things on Facebook. Celebratory moments keep your newsfeed fun.

Personal profile mistakes

  • Including your job title or terms in your name (Ex: James Smith, Realtor)
  • Not setting up the Follow feature on your Facebook personal profile: It is an easy way to expand your online presences when friends of friends want to follow your feed.

What do you do about friend requests you aren’t sure about? It’s a personal choice but if you have the follow feature enabled then the person will automatically follow you even if you don’t accept them.

Utilize Facebook messenger to connect one-on-one with friends. It is a fun, effective way to connect. An easy way to do it is to send content to an individual and share that you were thinking they would enjoy it because of......


Chapter 16: Twitter Tips and Strategies #NoTweetLeftBehind

10 steps to get set up on Twitter the right way:

  1. Pick a short, memorable username.
  2. Choose a strong profile-image.
  3. Complete a bio with a link to your site.
  4. Send a first tweet as a short introduction into the community.
  5. Connect with people you know.
  6. Connect with people local to you.
  7. Let your network (on other platforms) know you’re on Twitter.
  8. Join the conversation.
  9. Select a Twitter client that lets you manage multiple accounts.
  10. Tweet a lot and have fun with it.

Do’s of Twitter: Do tweet with images to increase engagement. Do repeat tweets with mixed up content. Do tweet links to other articles with commentary. Do create lists to get intentional. Do use lists to curate content. Do find local content. Do be a good opportunity finder and utilize it.

Don’ts of Twitter: Don’t spam people. Don’t constantly be self-promoting. Don’t auto DM. Don’t not respond to messages. Don’t connect your Facebook and Twitter.

Check out Twitter analytics: You can see exactly who is following you and how many engagements you get. You can see how many clicks your links get. This can help you see what’s the most effective.


Chapter 17: How to Maximize LinkedIn

"LinkedIn is the largest, professional social media network."

First, when setting up your LinkedIn, update your profile with a full background, summary, experience history, skills, and even uploading formatted presentations about your topic.

Secondly, get recommendations. LinkedIn testimonials are viewed as more authentic to the average consumer because you aren’t given access to alter them. Tip: Write one or two a month for a fellow co-worker, lender, or other business associates.

Third, drive traffic to your LinkedIn profile by adding your public-profile link to your email signature. Add your past and current colleagues and clients and any potential new clients.

Fourth, get in front of your connections by posting a status update at least 3 times a week. Don’t post any personal updates or so many posts that it’s annoying.

Fifth, publish content to LinkedIn. You will establish credit throughout your professional network by publishing once or twice a month on LinkedIn.

10 ways to optimize your LinkedIn blog posts:

  1. The optimal length is 40-49 characters.
  2. Titles shouldn’t be questions, they should be short statements.
  3. 8 images are best and perform almost 3 times better than those with less.
  4. Videos on LinkedIn aren’t as successful as other platforms.
  5. Posts with 5 subheading performs best.
  6. The word count should be between 1,900-2,000 words.
  7. Neutral posts perform 70% better.
  8. Make it easy to read.
  9. Once your post is liked it’s viewable to more second-tier connections.
  10. Thursday is the best day of the week to post.

3 easy tips to maximize your LinkedIn

  1. LinkedIn is where social starts. It’s easier to send a request on LinkedIn than Facebook. Make sure to write a personal note with your request.
  2. Post a status 3-5 times a week.
  3. Give to get when it comes to recommendations but don’t expect it back.


Chapter 18: Snapchat for Business

Face the Facts:

  • 30% of U.S. millennial internet users access Snapchat daily.
  • 65% of Snapchat daily users contribute content.
  • 18% of all U.S. social media users use Snapchat.

The Basics:

  • Set up your profile image made of 4 different seemingly moving images.
  • Connect with others by Snapcode to add friends.
  • It isn’t about how many friends or followers you have but who you connect with the most.
  • Your story is a great way to showcase behind-the-scenes day-to-day life.

So, what do you snap? Maybe a sneak-peak in your day, quick tips, or funny moments. If you use snapchat for business, don’t make it ALL about business.


Chapter 19: Live Video, Periscope, Facebook Live and More

Livestreaming is really stepping up in success and popularity. "According to The Huffington Post, live video is set to transform the number of companies and individuals who are focusing on social media."

How to start on Periscope?

  1. Download the app
  2. Start engaging with the community

Pro-tip: Use emojis to make your bio pop

How to start a Facebook live? If you have a Facebook account, you simply go to the screen where you would normally post a status and push the icon that says, "go live!"

What you need to know about broadcasting live:

  • Prepare a plan.
  • Toggle the camera between you and your audience.
  • Decide whether to enable location services.
  • Save your broadcast to potentially share on another platform.
  • Turn on Do not disturb before going live so your phone won't interrupt you.
  • Begin with an introduction.
  • Get others engaged by asking and answering questions.
  • If you are "getting trolled" block them.
  • Remind people to follow and share your broadcast.
  • Remember to be prepared!

You must:

  • Start right away
  • Introduce yourself.
  • Welcome your audience.
  • Invite people to it.
  • Ask for people to share the broadcast.
  • Thank people at the end.
  • Have a call-to-action.

What about a content plan? A key element to success is to create a content plan.

  • Brainstorm a list of topic ideas.
  • Decide how often you want to go live.
  • Consistency wins.
  • Repurpose existing content.
  • Use a calendar.

"Remember, like with any social media platform, it is less about you and more about them."


Chapter 20: How to Figure Out Which Social Media Platforms to Be On

Ask yourself, where do you like spending your time? People are more likely to blow off a platform that they don’t enjoy. Block off an hour to spend some time on each platform to see what interests you’re the most and pick three you believe you could use successfully. In addition, you have to think about where your clients are.

"Just remember- success in social media is a marathon, not a sprint."


Chapter 21: Social Media Tools and Resources

Social media is hard to keep up with. It is constantly changing at a rate that is especially hard to keep up with if you aren’t immersed in it. There are a lot of tools out there to help you keep up, including automation and social media management tools. Each person has their own preference in what types of applications they use, if any, to help them keep up with the consistency in posting that is needed to be successful.

Finding great content can also be difficult if you are unsure where to pull information from. Some places to curate good content include Twitter lists and


Chapter 22: How to Create a Social Media Policy

  • Define your purpose.
  • Define your core values.
  • Establish legal ramifications.
  • Do your due diligence.
  • Eliminate ambiguity.

Once your have this in place, the hard work starts. Be authentic to who you are when creating anything you do. You are trying to tell the story of who you and you can’t succeed at that if you aren’t being yourself. Be intentional. The best time to start is now so let social media make your business take off.