Social Media Breakfast’s April event was littered with acronyms. It was a Q&A session to kick-off YPWeek.  And naturally, because we’re in Wisconsin, it precluded another bout of BS Wisconsin weather. (This post was written during an untimely and unfortunate April snowstorm.)

Before the snow started to fly, however, the attendees were invited to become experts.  As Shane Cicero pointed out, we’re used to attending these events and listening to experts — but most people in attendance know quite a bit themselves.

The format was simple.  Each table was given a series of 10 questions, and the group was invited to collaborate on answers.  At the end of the presentation, groups were invited to share their answers.

What you’re about to read are the answers. In all honesty, however, they’re only what was shared within the time constraints of the day.  I can tell you that the real value of the event was the idea-swapping that took place at each table. Those in attendance walked away with some real nuggets of gold.

Question 1: For a beginner using social media for a small business, what is the ONE piece of advice you’d give to a business owner?

• JUST DO IT.  At some point, you’ve got to start.
• Don’t copy and paste. If you’re going to steal someone’s brilliant idea, make sure you ask for permission, or better yet, create your own.
• You don’t need to be on everything.  Small businesses tend to get overwhelmed.
• Define your audience.  Focus — research and reach them where they’re active.

Question 2: What data or metrics should be included in a social media report?

Three areas are essential:

1. How many people are looking at your posts
2. What is their engagement
3. Are they converting into leads

From a qualitative perspective, you should also share the types of conversations with your leadership team — both to share the perspective of your customers, and to show you’re having actual interactions.

Question 3: What are some ways to increase one’s social media following?

• Write posts about others.  Write about your partners, your clients — share something about someone else, and it will really take off.
• Engage in a meaningful way.  Leave a comment, and show that you’re doing more than just liking a post.

Question 4: What are some ways to leverage a Facebook event and engage with people who have RSVPd or marked interested?  

• Reach out to related enthusiast groups on Facebook.  Contact their administrator, and ask if they’ll share the post.  Once they’ve shared the event, engage in the discussion. Two weeks before the event is an ideal time.
• Follow-up offline with participants — even send them a personalized note.
• Keep the event alive.  Keep it going – do posts about events in the area, the nearby hotels, restaurants.
• Go live — create content specifically in that event.  Encourage your speakers to engage with that content.

Question 5: What are some ways to delegate/outsource social media without losing brand voice and/or relevance to your audience?

• Sit down with the client or the stakeholders, and find out what they’re passionate about in regards to the product or service.  That passion will leak over to the voice.
• Establish brand guidelines, or a social media policy.  Communicate why this is important.  This boundaries will actually enable more creative freedom from your team.

Question 6: What free, easy-to-use tools are available for capturing and archiving Twitter chats and similar content?  

• Tweetdeck and Hootsuite are two standards.
• Twubs allows you to create a wall for hashtags.
• PeopleMap allows you to analyze hashtags, and then drill down until you find influencers or potential customers.

Question 7: How often should I be posting to each social media platform?

• This depends on the relevance to what you’re trying to advertise.  The key is to be consistent, and gear it to the specific social media platform.
• You can vary your posts, but keep the quality and the interest level up.  There are always new angles and new ways of doing things.

Question 8: With various social media platforms prioritizing more engaging posts over others, is it crucial that businesses pay to promote posts in order for them to be grown?

• This depends on how much growth you need, but some have not experienced a significant jump when boosting.
• The key is collaborate with other influencers and access their social networks. That’s what truly makes a post circulate.

Question 9: What is most important: Focusing on one platform or posting to several social media platforms? Why?

• This depends on who you are trying to reach.
• Make the best use of your resources. If you have the time to post and interact with multiple networks, then go for it.  But make sure you have enough time to post and leave comments to truly get the most bang for your buck.

Question 10:  Regarding e-mail marketing, what are some proven SUBJECT line topics that get folks to open their e-mail?

• Include the word FREE (be careful how you do this, however, as it could trigger SPAM protectors.)
• Phrase it as a question that speaks directly to what the consumer is thinking.
• Include #s in the subject line.
• Be specific – don’t lob out bland statements.

(Note: My company wrote on e-mail subject lines that might provide some added answers.)

Special thanks to all the SMB sponsors for this event, and to all those who participated and helped generate some amazing answers.  See you next time!