Marketing D - Management
Marketing D
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 1
SOCIAL MEDIA
AND SOCIAL
SELLING
Transcript
SEO (SEARCH
ENGINE
OPTIMIZATION)
Study Notes
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 2
Content Marketing
LESSON 1: SOCIAL MEDIA PLATFORMS ............................................................................................ 3
MODULE INTRODUCTION ............................................................................................................................................................ 4
INTRODUCTION ................................................................................................................................................................................. 4
KEY CONCEPTS OF SOCIAL MEDIA....................................................................................................................................... 4
SOCIAL MEDIA PLATFORMS ...................................................................................................................................................... 5
LESSON 2: BENEFITS OF SOCIAL MEDIA TO BUSINESS ............................................................ 7
INTRODUCTION ................................................................................................................................................................................. 8
THE BENEFITS OF SOCIAL MEDIA ........................................................................................................................................... 8
THE BENEFITS OF AN ACTIVE COMMUNITY ................................................................................................................... 10
SOCIAL MEDIA ADVERTISING.................................................................................................................................................... 11
LESSON 3: THE ROLE OF SOCIAL MEDIA WITHIN THE WIDER BUSINESS ...................... 12
INTRODUCTION ............................................................................................................................................................................... 13
SOCIAL MEDIA AND DIGITAL STRATEGY ......................................................................................................................... 13
SOCIAL MEDIA TOOLS ................................................................................................................................................................ 13
LESSON 4: SOCIAL SELLING AND PERSONAL SELLING ........................................................... 15
INTRODUCTION ............................................................................................................................................................................... 16
SOCIAL SELLING ............................................................................................................................................................................. 16
PERSONAL BRANDING ................................................................................................................................................................. 17
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 3
LESSON 1:
SOCIAL MEDIA
PLATFORMS
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 4
MODULE INTRODUCTION
Today, well be going over my favorite part of digital: social media.
Customers nowadays are using social media in increasing numbers to interact, not just with friends,
but with businesses. Furthermore, as well see in this module, customers these days expect
businesses to reach them on social media.
And for businesses, not only does social media provide invaluable data about customers, it provides
a great way to promote your products and services and grow your business.
Hi, Im Philippe Polman and for the past 10 years, Ive worked as an advisor for a range of companies
in many sectors, helping clients to get best marketing insights from digital, and specifically from the
social forms of media.
This module is designed to help you understand the key features and benefits of social media for
business.
Youll learn the key concepts and terminology, which are essential to understanding the role that
social media can play in engaging with customers, providing support and generating business.
Ill also take you through the most popular social media tools which can add real value to your
organization, the ways to advertise through social media, topics like personal branding and how an
active community can be a real differentiator for your organization. And finally, well look at how social
media supports your overall business objectives.
INTRODUCTION
Now, were going to look at a number of areas within social media and look at why it’s become so
popular over the past number of years.
First, well go over some of the fundamentals, as well as some of the key features of social media
platforms like personalized user profiles, notifications, engagement and connections.
Well also look at the major social media platforms, like LinkedIn, Twitter, Facebook, Instagram,
YouTube, Snapchat and Instagram.
And finally, we’ll cover why its important for businesses to consider the primary uses of the main
platforms.
KEY CONCEPTS OF SOCIAL MEDIA
[3.1.1.1] Social media has been around since the beginning of the world wide web, however, advances
in user interfaces, emerging platforms and a digital mindset in global populations has resulted in a
surge in popularity in recent years.
Over 3 billion people are using various social networks across the globe, and as device usage surges,
this number is expected to grow further.
[3.1.1.2] It is important to get to grips with the terms that are used across the social media landscape.
Take a look at the ones listed here and click on each to find out more.
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[3.1.1.3] There are a number of key features which social media platforms have - these include:
Online interaction is faster
Personalized user spaces or profiles
Notifications
Engagement and interactivity, and
Connections
[3.1.1.4] It should come as no surprise that smartphones are the most popular way to access social
media. They enable users to access, interact and engage with social media content in an easy and
flexible way. So its important that your marketing takes this into account.
Nearly 80\% of social media time is now spent on mobile devices
[3.1.1.5] One of the major reasons for the growth of social media is how easy it has become to use
and share content. Social media tools are designed to be easy to use – you don’t have to be
technical to get up to speed quickly. You can start by simply commenting on someone elses post.
Because its also easy to share, you can use content created or shared by others which your network
may find useful or interesting. Finally, thanks to smartphones and better content tools, its a lot easier
to create video, audio and other content yourself which can be shared.
SOCIAL MEDIA PLATFORMS
[3.1.2.1] There are five major social media platforms. These are LinkedIn, Twitter, Facebook, Instagram,
and Snapchat. Each one has a distinct use case for businesses.
LinkedIn is a platform that’s used for building and developing professional connections, as well as
reinforcing the mission and vision of a company. LinkedIn is focused on professional networking, so
it’s a great platform to use for recruitment, building relationships with current employees, sharing
corporate news, targeting corporate customers and B2B communication.
Twitter is a social network that enables users to send and read short posts called ‘tweets’ on a public
platform. Part of what differentiates Twitter from the other social platforms is that it’s very
conversational in nature, due to the fast-paced, real-time dimension of its users’ timelines. Twitter
also introduced hashtags to the social sphere, which makes it a great place to discover content.
Twitter is an excellent choice for participating in major events in real time.
Facebook is the largest social platform. Its mission is to enable people to share information and
content with others who work, study, and live around them, all around the world. Facebook is also a
platform that allows brands and businesses to connect and build relationships with their customers.
It is great for large-scale reach. Facebook offers a highly mobile experience, due to the way it
seamlessly integrates social sharing and its mobile app.
A benefit of this mobile experience is that marketers can engage consumers easily throughout the
day, making it a highly effective channel for reaching audiences.
Instagram is a visual platform that’s used to share moments and to communicate your point of view
to the world via photos and videos. Its owned by Facebook and it integrates very effectively with the
Facebook advertising platform.
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Instagram offers a fully visual and mobile experience, where users can take, enhance, manipulate,
and share photographs with their friends and followers. Its audience is younger than the Facebook
audience, and more mobile, too.
Snapchat is an image and video messaging, multimedia mobile app that can be used by marketers
for effective, temporary storytelling, as well as for showcasing products and services. Snapchat’s
interface is centered on the vertical orientation of your phone screen and transient storytelling
content.
Other platforms of note are: YouTube, for video sharing. This is very useful for businesses sharing
product demos, corporate videos and endorsements - even how-to guides. There is a wide
audience for this.
SnapChat is an interesting social messaging platform. This app is used by teens and young people to
share fun images. It is used primarily by young millennials and a Generation Z audience.
TikTok is a short video sharing app for consumers and brands to engage with. Its also primarily
Generation Z and millennials, in terms of audience.
WhatsApp is a popular instant messaging app for secure 1 to 1 or group communications.
Finally, Pinterest is used for collecting images from around the web into a collage or mood board. It is
primarily used by female millennials.
[3.1.2.2] Understanding the terms most associated with social media marketing can help you target
customers more effectively and work more efficiently with marketing, digital agencies, freelancers,
partners and internal teams. Some of the key terms are listed here.
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LESSON 2:
BENEFITS OF
SOCIAL MEDIA TO
BUSINESS
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INTRODUCTION
Next, were going to look at some of the key benefits of social media to business and why having an
active community out there can be a differentiator for the business.
First, well go through some of the ways that social media can increase sales by identifying new
opportunities, increasing traffic, and targeting and building stronger relationships with customers.
We’ll also see how you can monitor social media, not just for mentions of your company or brand, but
also for reviews of your products and services.
You’ll learn that social media (like any other part of the business) needs to demonstrate return on
investment by measuring results to see the contribution to business goals.
I’m also going to walk you through some interesting business use cases for social media outside of
marketing and sales.
Well also look at some of the advantages of having an active community – from increasing customer
loyalty, to empowering your customers.
You’ll learn about the importance of continually managing a user community and I’ll take you through
what social customer service really means.
Finally, we’ll look at the paid social media: what options are available to you and what the advantages
are.
THE BENEFITS OF SOCIAL MEDIA
[3.2.1.1] There are many benefits of social media that businesses should be aware of.
Firstly - social media is a great way to drive audience with your brand. This includes both customers
and departments within your organization.
Its also a great way to find out what people are saying about your brand and your competitors.
Social media can also be used to share content about your products or services to existing and
potential customers in order to drive interest.
Its also a good way to generate visits to your website, where people can find out more about your
products and different parts of your business.
Social media can also be used to develop customer brand loyalty from dedicated followers.
Finally, you can also use social media to improve customer satisfaction by engaging and responding
to queries through social media channels.
[3.2.1.2] Social media can increase sales in a number of different ways:
- identifying new business opportunities: through monitoring social media for updates on areas within
your own industry, it’s possible to identify opportunities (you can also see the problems customers
require solutions to)
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- identifying key decision makers: by looking at others organizations (either customer organizations)
or industry leaders, you can become aware of the key individuals to influence
- building stronger relationships/loyalty with customers: by engaging with customers on social media,
you can increase loyalty and trust, increasing the likelihood of doing business with the customer
again
- targeted advertising: most of the platforms allow defined targeting for your target customers base,
meaning the message gets to the right people
- educating potential customers about the benefits and value of your products using social media
- increasing website traffic: by engaging viewers and offering them relevant, useful content, they are
more likely to visit your site
[3.2.1.3] Monitoring social media for mentions of your business or product is important so that you
understand whats going on in the market and can identify customer opportunities and pain points.
This is called social listening.
[3.2.1.4] You can use tools like HootSuite, Buffer and Conversocial to monitor what their customers
are saying about products and services. Customers very often leave reviews of their experience,
both positive and negative, that can be used by businesses to make changes to their products or
services.
[3.2.1.5] Social media (like other channels) needs to demonstrate return on investment (ROI) for
business by regularly measuring results to see the contribution to business goals by driving
awareness interest and brand engagement which may assist potential customers in deciding to
purchase or work with your organization.
Measuring the effectiveness of social media activity also helps to optimize your approach and
guarantee ongoing success. There are a range of analytics tools available to gain these insights. The
main social media platforms, including LinkedIn, Facebook and Twitter have native analytics tools that
you can access to provide you with performance data on each.
[3.2.1.6] There are many ways in which social media can be used outside of marketing and sales, to
contribute to your business. For example, within HR, platforms like LinkedIn and Twitter are often
used to advertise positions, find talent and communicate with candidates. In fact, 70\% of managers
say they’ve successfully hired using social and almost 60\% of employees say that a company’s
social presence was part of the reason they chose their workplace.
We’re now at the point where social recruitment is a key element of the hiring strategy within many
organizations.
For Customer Service, we’ve mentioned the importance of social media as a channel for customers
– we’ll talk about that in more detail later.
For Purchasing and Administration, when it comes to key purchase decisions – interest groups and
user communities are a great way to get feedback and validate whether a product or service you’re
evaluating worked out for others within a similar environment. As well as using a supplier’s
information and your own research, you can combine an additional neutral voice to help make your
purchase decision.
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In addition, functions like Legal for example, which are not obvious have very valid use cases like
Social listening for issues affecting the business – it’s a very useful way to track for mentions of the
company, its products and even competitors.
Even departments like Finance, may find social media useful as a way to track proposed regulatory
changes within the industry amongst interest groups.
In fact, Social Media networks are useful for managers in just about any function as a source of
information, interest groups, key contacts and insights into your industry.
THE BENEFITS OF AN ACTIVE COMMUNITY
[3.2.2.1] Building an active community of followers of your business can be very positive as these
people will act as advocates and can often be lead generators. Take a look at some of the key
benefits for businesses of active communities on social media:
Provides real-life insights to the business - customers will share their real experiences
Increases customer loyalty - again, the more you interact and engage with customers, the
stronger the loyalty. They can even feedback on potential and current products & surveys
(through surveys/questionnaires etc)
Provides authentic content, created by brand advocates
Empowers customers (because they can ask questions and get direct answers)
Provides increased opportunities to deliver efficient customer service
[3.2.2.2] There are a number of reasons why its important to continue to manage your user
community. It allows you to maintain and improve customer satisfaction by responding to questions
or comments in a timely manner.
It also allows you to identify with your fans and followers by keeping a consistent voice which
matches your brand.
Managing the community also drives loyalty and customer lifetime value by building trust and
reputation, as well as keeping your fans and followers engaged by posting relevant content.
[3.2.2.3] Before social media, customers might have shared a poor customer service experience with
a few family members, close friends, and co-workers. However, once Twitter and Facebook became
prevalent platforms, angry customers gained the ability to broadcast tales of terrible customer
service to a massive potential audience. Social customer service is about providing customer service
through social media channels.
[3.2.2.4] Using social media for customer service is important because customers expect businesses
to use the channels that they control and use, rather than the other way around. This brings with it
new expectations of the level and pace of service a customer expects and when this expectation is
not met, it can lead to higher levels of dissatisfaction.
[3.2.2.5] There are a number of high level steps you can take to help build a community on social
media. First, always be helpful and responsive to comments. Secondly, try to use the types of words
and phrases that your followers use day-to-day. And finally, share interesting content from your
company and related social media accounts.
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SOCIAL MEDIA ADVERTISING
[3.2.3.1] Companies can pay for content to be delivered through social media networks - this is Social
media advertising [show graphic of definition…]. This area has increased considerably over the past
few years with all of the major platforms offering it. Companies recognise the importance of being
where their customers are. As many customer segments spend a considerable number of hours
each day on social media, it’s no surprise that the area is growing.
[3.2.3.2] There are many benefits paid social campaigns. Its more cost-effective for reaching a large
audience versus traditional advertising.
It also allows specific targeting by location, interest and demographics, which may not be available
with other digital or traditional ads...
Engaging ad formats consisting of various kinds of text, images and videos are available...
And its available on multiple social media platforms
[3.2.3.3] Audience targeting is dividing your audience of prospective customers into groups based on
different criteria. With this, youre more likely to reach customers interested in your products or
services with relevant messaging. Audience targeting allows you to target your ads to specific
audiences based on their:
lifestyle and interests
demographic
location
device (either mobile, desktop or tablet)
and other factors
[3.2.3.4] There are many types and formats of advertising offered by the major social media
platforms:
- There are sponsored Message Ads on LinkedIn
- There are promoted tweets and accounts on Twitter
- On Facebook there are many types of sponsored ads, like Carousel Ads
- On Instagram there is Instant Experience
- And there is TrueView video pre-rolls on YouTube
- There is Snap Ads and sponsored Lenses on Snapchat,
and there is Promoted Pins on Pinterest.
Which advertising you choose is dictated by your audience and what your trying to achieve.
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LESSON 3: THE
ROLE OF SOCIAL
MEDIA WITHIN
THE WIDER
BUSINESS
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INTRODUCTION
In this section, well look at the role of social media platforms and tools within the wider business and
why social media needs to be part of an overall strategy.
First, we’ll see that customers want to communicate in a channel that best suits them – and that it’s
important to match the social media platform with your target audience.
We’ll also see why it’s important that your social media strategy is integrated with other mediums to
have maximum effect.
I’ll also take you through the main kinds of social media tools for business.
We’ll look at some examples of the most effective tools, such as Hootsuite, TweetDeck, Buzzsumo
and Conversocial, what they are used for and how they can add value to your business.
And finally, we’ll see why the tools you use need to support your overall strategy.
SOCIAL MEDIA AND DIGITAL STRATEGY
[3.3.1.1] Because of the growth of social media (the number of users), it has become a key part of the
digital strategy for business. There are few businesses that haven’t already acknowledged and
begun to harness the dynamic capabilities of social media - not just for marketing, but across
departments and job functions.
[3.3.1.2] Customers use social platforms that best suit them. So businesses need to match the social
media platforms they use with those their target audience use. Identifying the platforms most used
by your target audience is therefore an important piece of work which needs to be completed as a
first step.
[3.3.1.3] It’s important for businesses to be present on many social media platforms, if they are used
by customers and align with business objectives. This is important because customers spend time
interacting in many places - it also ensures a consistent message is seen across all channels in order
to maximise its effectiveness.
[3.3.1.4] A businesses Social media presence must be aligned to the overall objectives of the
website, email and other digital media - they need to be covered by the overall business strategy.
SOCIAL MEDIA TOOLS
[3.3.2.1] Social Media monitoring tools allow you to monitor online conversations to track your
mentions, learn about your customers and know what people are saying.
There are also social scheduling tools allow you make sure you reach your core audience in the right
time-zone. They also allow you to schedule real-time updates in advance.
Social Media Analytics and Reporting tools allow you to measure the impact of social media and the
performance of individual elements.
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Content Creation tools – there’s an expression: “Content is king” that still holds true with social
media. Superior content drives higher conversion rates. There are tools available to help you from
choosing the perfect image through to writing the best Tweet with the perfect hashtag.
[3.3.2.2] Whichever tools a business uses for social media need to be able to reach the target
audience, need to be within the defined budget and achieve the overall objectives within your
company’s digital strategy. Some of the tools available are shown here.
[3.3.2.3], [3.3.2.4] Organizations need to be comfortable with their employees making smart and
responsible use of social media. That is why most organizations now have a set of Corporate Social
Computing Guidelines. As well as ensuring compliance with legal regulations, the guidelines help
employees to become smarter in terms of how they can make the most out of social tools for the
benefit of the organization.
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LESSON 4:
SOCIAL SELLING
AND PERSONAL
SELLING
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 16
INTRODUCTION
In the final section, were going to look at the topic of personal branding.
We’ll look at what personal brand means, as well as how it can benefit your business by expanding
the reach of the business, connecting with others, increasing trust and showcasing your products
and services.
We’ll walk through the key steps of setting up an optimized LinkedIn profile, and also see why it’s
important that your personal brand is aligned with your company’s brand.
Finally, we’ll look at some dos and don’ts with posting on social media and why you should stick to
your organization’s social media guidelines.
SOCIAL SELLING
[3.4.1.1] Social selling is using social media platforms and tools to develop meaningful relationships
with potential and existing customers.
[3.4.1.2] Traditional methods of selling have shifted from interruptive sales strategies and cold calling
to finding buyers online, providing valuable insights throughout the buyer journey and helping with
the purchase process.
[3.4.1.3] Social selling isnt designed to replace traditional sales methods but rather augment them; it
is a fusion of traditional and digital tactics and strategies.
[3.4.1.4] Unlike traditional sales techniques social selling is…
Relationship-based, not transactional… Remember you no longer close a sale but open a
relationship/demographic
It’s all about educating and engaging – highlighting how you can add value and address a
problem.
Less pitching and more time identifying needs and pain points.
It’s about listening and adding value
[3.4.1.5] With social selling, there are less phone or face to face interactions, more online
communications, more use of social networks and tools, along with better, more accurate
measurement.
[3.4.1.6] Your social networks play a key role in providing market information, prospects and building
trust with customers and within the industry.
[3.4.1.7] A key element of social selling is digital research, this involves using social media and digital
tools to narrow down your customer persona and identify the companies and decision-makers you
should be targeting. There is a wealth of information on individuals and companies within the digital
environment for businesses to reach out and use to your advantage.
[3.4.1.8] There are a number of key reasons sellers adopt a …
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SOCIAL MEDIA
AND
SOCIAL SELLING
Study Notes
SEO (SEARCH
ENGINE
OPTIMIZATION)
Study Notes
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 2
Social Media and Social Selling
LESSON 1: SOCIAL MEDIA PLATFORMS ............................................................................................ 4
SOCIAL MEDIA FOR BUSINESS ................................................................................................................................................. 5
INTRODUCTION ................................................................................................................................................................................. 5
KEY CONCEPTS OF SOCIAL MEDIA....................................................................................................................................... 5
SOCIAL MEDIA GROWTH ....................................................................................................................................................... 5
KEY FEATURES OF SOCIAL MEDIA PLATFORMS ...................................................................................................... 5
MOBILE DEVICE AND SOCIAL MEDIA USAGE ............................................................................................................. 6
SOCIAL MEDIA USAGE AND CONTENT CREATION ................................................................................................. 6
SOCIAL MEDIA PLATFORMS ...................................................................................................................................................... 6
MAJOR SOCIAL MEDIA PLATFORMS ................................................................................................................................ 6
LESSON 2: BENEFITS OF SOCIAL MEDIA TO BUSINESS ........................................................... 9
SOCIAL MEDIA: WHAT ARE THE BENEFITS? ................................................................................................................... 10
KEY TERMS .................................................................................................................................................................................. 10
BENEFITS OF SOCIAL MEDIA TO BUSINESS .............................................................................................................. 10
SOCIAL MEDIA CAN INCREASE SALES ......................................................................................................................... 10
SOCIAL LISTENING ..................................................................................................................................................................... 11
SOCIAL MEDIA: RETURN ON INVESTMENT ................................................................................................................... 11
COMMON BUSINESS USE CASES ..................................................................................................................................... 11
THE BENEFITS OF AN ACTIVE COMMUNITY ................................................................................................................... 12
AN ACTIVE USER COMMUNITY ........................................................................................................................................ 12
REASONS TO MANAGE YOUR COMMUNITY ............................................................................................................ 12
CUSTOMERS CONTROL THE CHANNEL ...................................................................................................................... 13
STEPS TO BUILDING A SOCIAL MEDIA COMMUNITY ........................................................................................... 13
SOCIAL MEDIA ADVERTISING.................................................................................................................................................. 13
THE GROWTH OF SOCIAL MEDIA ADVERTISING .................................................................................................... 13
PAID SOCIAL CAMPAIGN BENEFITS ............................................................................................................................... 13
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PAID SOCIAL MEDIA OPTIONS .......................................................................................................................................... 13
ADVERTISING FORMATS ...................................................................................................................................................... 14
LESSON 3: THE ROLE OF SOCIAL MEDIA WITHIN THE WIDER BUSINESS ...................... 16
SOCIAL MEDIA AND BUSINESS STRATEGY ...................................................................................................................... 17
SOCIAL MEDIA AND DIGITAL STRATEGY .......................................................................................................................... 17
CHOOSE PLATFORMS USED BY YOUR TARGET AUDIENCE ............................................................................. 17
CROSS PLATFORM ADOPTION .......................................................................................................................................... 17
SOCIAL MEDIA IS PART OF OVERALL BUSINESS STRATEGY ........................................................................... 17
SOCIAL MEDIA TOOLS ................................................................................................................................................................. 17
TYPES OF SOCIAL MEDIA TOOLS FOR BUSINESS .................................................................................................. 17
COMMON USES FOR SOCIAL MEDIA TOOLS ........................................................................................................... 18
CORPORATE SOCIAL COMPUTING GUIDELINES .................................................................................................... 18
LESSON 4: SOCIAL SELLING AND PERSONAL SELLING ..........................................................20
THE ROLE OF PERSONAL BRANDING ................................................................................................................................. 21
SOCIAL SELLING ............................................................................................................................................................................. 21
SHIFT FROM TRADITIONAL SELLING.............................................................................................................................. 21
SOCIAL VERSUS TRADITIONAL SELLING ..................................................................................................................... 21
ROLE OF SOCIAL NETWORKS ........................................................................................................................................... 21
DIGITAL RESEARCH ................................................................................................................................................................ 22
LEVERAGING SOCIAL MEDIA FOR SELLING .............................................................................................................. 22
PERSONAL BRANDING ............................................................................................................................................................... 22
PERSONAL BRANDING CAN BENEFIT YOUR BUSINESS ..................................................................................... 22
CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA ....................................................................... 22
AN OPTIMIZED LINKEDIN PROFILE ................................................................................................................................. 23
THE DO’S AND DON’TS OF SOCIAL MEDIA ............................................................................................................... 23
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LESSON 1:
SOCIAL MEDIA
PLATFORMS
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SOCIAL MEDIA FOR BUSINESS
Customers today are using social media in increasing numbers to interact, not just with friends, but
with businesses. What’s more, they expect businesses to reach out to them via social media.
For businesses, social media provides more than data about customers – it provides a great way to
promote products and services, and ultimately grow your business.
In this module you will:
Learn to understand the key features and benefits of social media for business
Learn the key concepts and terminology of social media
Discover the most popular social media tools that can add value to your organization
Explore how to advertise through social media
Learn how an active online community can be a differentiator for your organization
Discover how social media supports your overall business objectives
INTRODUCTION
Before moving on to look at social selling, it’s important to understand:
The growth in social media, and why it’s become so popular
The fundamentals and key features of social media
The characteristics of the major social media platforms
The primary uses of the main social media platforms
KEY CONCEPTS OF SOCIAL MEDIA
SOCIAL MEDIA GROWTH
Social media has been around since the beginning of the web. However, advances in user interfaces,
emerging platforms, and a digital mindset in global populations have resulted in a surge in popularity
in recent years.
More than 3 billion people are now using social networks across the globe, and as device usage
increases, this number is expected to grow.
KEY FEATURES OF SOCIAL MEDIA PLATFORMS
There are a number of key features and benefits of social media platforms, including:
Online interaction is faster
Users can create personalized user spaces or profiles
The ability to send and receive notifications
Increased engagement, interactivity
Increased connections
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MOBILE DEVICE AND SOCIAL MEDIA USAGE
Smartphones are the most popular way to access social media, with almost 80\% of social media
time now spent on mobile devices. Smartphones enable users to access, interact, and engage with
social media content in an easy and flexible way. It’s therefore important that your marketing takes
this preference for mobile into account.
SOCIAL MEDIA USAGE AND CONTENT CREATION
One of the major drivers of social media growth is the ability to use and share content easily and
quickly. Social media tools are designed to be easy to use, and you don’t have to be technical to get
up to speed. You can start by simply commenting on someone else’s post. Because it’s also easy to
share, you can use content created or shared by others, which your social network may in turn find
useful or interesting.
Thanks to smartphones and improved content tools, it’s now a lot easier to create video, audio, and
other content yourself, which can then be shared.
SOCIAL MEDIA PLATFORMS
MAJOR SOCIAL MEDIA PLATFORMS
There are five major social media platforms, and each one has a distinct use case for business.
LinkedIn
LinkedIn is used for building and developing professional connections, as well as reinforcing the
mission and vision of a company. LinkedIn is focused on professional networking, so it’s a great
platform to use for recruitment, building relationships with current employees, sharing corporate
news, targeting corporate customers, and B2B communication.
Twitter
Twitter is a social network that enables users to send and read short posts called ‘tweets’ on a public
platform. Part of what differentiates Twitter from the other social platforms is that it’s very
conversational in nature, due to the fast-paced, real-time dimension of its users’ timelines.
Twitter also introduced hashtags to the social sphere, which makes it a great place to discover
content. Twitter is an excellent choice for participating in major events in real time.
Facebook
Facebook is the largest social platform. Its mission is to enable people to share information and
content with others who work, study, and live around them, all around the world. Facebook is also a
platform that allows brands and businesses to connect and build relationships with their customers.
Facebook is great for large-scale reach, and offers a highly mobile experience by seamlessly
integrating social sharing and its mobile app.
A benefit of this mobile experience is that marketers can engage consumers easily throughout the
day, making it a highly-effective channel for reaching audiences.
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 7
Instagram
Instagram is a visual platform that’s used to share moments and to communicate your point of view
to the world via photos and videos. It’s owned by Facebook and integrates very effectively with the
Facebook advertising platform.
Instagram offers a fully visual and mobile experience, where users can take, enhance, manipulate,
and share photographs with their friends and followers. Its audience is younger and more mobile
than the Facebook audience.
Snapchat
Snapchat is an image and video messaging, multimedia mobile app that can be used by marketers
for effective, temporary storytelling, as well as for showcasing products and services. Snapchat’s
interface is centered on the vertical orientation of your phone screen and transient storytelling
content.
Snapchat is an interesting social messaging platform. This app is used by teens and young people to
share fun images. It is used primarily by young millennials and a Generation Z audience.
Other platforms
Other platforms of note are:
YouTube: This is a video sharing platform that’s very useful for businesses showcasing
product demos, corporate videos, endorsements, and how-to guides.
TikTok: This is a short video sharing app for consumers and brands to engage with. It’s also
primarily used by Generation Z and millennials.
WhatsApp: This is a popular instant messaging app for secure one-to-one or group
communications.
Pinterest: This is used for collecting images from around the web into a collage or mood
board. It is primarily used by female millennials.
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 8
NOTES
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 9
LESSON 2:
BENEFITS OF
SOCIAL MEDIA TO
BUSINESS
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 10
SOCIAL MEDIA: WHAT ARE THE BENEFITS?
Social media can increase sales by identifying new opportunities, increasing traffic, and
targeting and building stronger relationships with customers.
You can monitor social media for mentions of your company or brand, and for reviews of
your products and services.
An active social media community can increase customer loyalty and empower your
customers.
KEY TERMS
Understanding the terms most associated with social media marketing can help you target
customers more effectively and work more efficiently with marketing, digital agencies, freelancers,
partners, and internal teams.
Influencer: A social media user with a large audience who can drive awareness about a topic,
product, or service. Influencer marketing has seen a lot of growth in the past few years.
Hashtag: A word or phrase preceded by a # to categorize the topic or information and make it is
discoverable for users. Anyone sharing content on a relevant topic can add the hashtag label to their
message.
Tag: A tag can be used to engage an individual, business, or any entity with a social profile when they
are mentioned in a post or comment. On Facebook and Instagram, tagging notifies the recipient and
hyperlinks to their profile.
Share: Describes when content such as images, videos, and links are sent to connections, groups, or
specific individuals. Users often share content created by others.
BENEFITS OF SOCIAL MEDIA TO BUSINESS
There are many benefits of social media that businesses should be aware of. Social media can:
Drive audience engagement with your brand
Reveal what people are saying about your brand and your competitors
Be used to share content about your products or services to existing and potential
customers
Generate visits to your website
Develop customer brand loyalty from dedicated followers
Improve customer satisfaction through increased engagement on social media channels.
SOCIAL MEDIA CAN INCREASE SALES
Social media can increase sales by:
Identifying new business opportunities: Through monitoring social media for updates on
areas within your own industry, it’s possible to identify opportunities. You can also see the
problems customers require solutions to.
Identifying key decision makers: By looking at other organizations or industry leaders, you
can become aware of the key individuals to influence.
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 11
Building stronger relationships and loyalty with customers: By engaging with customers
on social media, you can increase loyalty and trust, increasing the likelihood of securing
repeat business.
Leveraging targeted advertising: Most social media platforms allow defined targeting for
your customer base, which means your message gets to the right people.
Educating potential customers: This can be done by highlighting the benefits and value of
your products using social media.
Increasing website traffic: When you engage viewers and offer them relevant, useful
content, they are more likely to visit your website.
SOCIAL LISTENING
Monitoring social media for mentions of your business or product is an important step towards
understanding what’s going on in the market. It can also help you identify customer opportunities
and pain points. This process is called social listening.
SOCIAL LISTENING TOOLS
You can use tools like HootSuite, Buffer, and Conversocial to monitor what customers are saying
about your brand. Customers very often leave reviews of their experience, both positive and
negative, that can be used by businesses to inform changes to their products and services.
SOCIAL MEDIA: RETURN ON INVESTMENT
Like all marketing channels, social media needs to demonstrate return on investment (ROI) for the
business. This is done by regularly measuring results to establish the contribution social media
makes to achieving business goals. Typically, social media ROI is measured by its ability to drive
awareness, interest, and brand engagement.
Measuring the effectiveness of social media activity also helps to optimize your approach and
guarantee ongoing success. There are a range of analytics tools available to gain these insights. The
main social media platforms, including LinkedIn, Facebook, and Twitter, have native analytics tools
that you can access to provide performance data.
COMMON BUSINESS USE CASES
There are many ways that social media can be used, outside of marketing and sales, to contribute to
your business. In fact, Social media networks are useful for managers in just about any function as a
source of information, interest groups, key contacts and insights into your industry.
Social recruitment
Social recruitment is a key element of the hiring strategy within many organizations. For HR teams,
platforms like LinkedIn and Twitter are often used to advertise positions, find talent, and
communicate with candidates. In fact, 70\% of managers say they’ve successfully hired using social
media, and almost 60\% of employees say that a company’s social presence was part of the reason
they chose their workplace.
Customer service
For Customer Service, social media is powerful means of connecting with customers.
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 12
Purchasing and Administration
When it comes to key purchase decisions, interest groups and user communities are a great way to
get feedback. This helps your organization validate whether a new product or service you’re
evaluating has worked for others within a similar environment. As well as using a supplier’s
information and your own research, you can combine an additional neutral voice to help make your
purchase decision.
Legal and Finance
Functions like Legal and Finance, which are not obvious beneficiaries of social media, use social
listening for issues affecting the business. For example, social listening is a useful way for Legal to
track mentions of the company and its products, while Finance may find social media useful to track
reactions to proposed regulatory changes within the industry.
THE BENEFITS OF AN ACTIVE COMMUNITY
AN ACTIVE USER COMMUNITY
Building an active community of followers of your business can be very positive. These people will
act as advocates, and can often become lead generators.
There are several key benefits of active communities for businesses.
They provide real-life insights to the business: Customers in an active community share
their real experiences.
They increase customer loyalty: The more you interact and engage with customers, the
stronger the loyalty you foster. An active community can also provide feedback on potential
and current products through surveys, questionnaires, and polls.
They provide authentic content: Community content, created by brand advocates, often
resonates with a wide audience.
They empowers customers: Active communities allow customers to ask questions and get
direct answers.
They provide increased opportunities to deliver efficient customer service: By listening to
your active community, you can tailor and improve your customer service based on
community feedback.
REASONS TO MANAGE YOUR COMMUNITY
There are a number of reasons why it’s important to continuously manage your user community.
It allows you to maintain and improve customer satisfaction by responding to questions or
comments in a timely manner.
It also allows you to identify with your fans and followers by keeping a consistent voice
which matches your brand.
It drives loyalty and customer lifetime value by building trust and reputation, as well as
keeping your fans and followers engaged by posting relevant content.
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 13
Social customer service is about providing customer service through social media channels. Before
social media, customers might have shared a poor customer service experience with a few family
members, close friends, and co-workers. However, once Twitter and Facebook became prevalent
platforms, angry customers gained the ability to broadcast tales of poor customer service to a
massive potential audience.
CUSTOMERS CONTROL THE CHANNEL
Using social media for customer service is important. Customers expect businesses to use the
channels that they control and use, rather than the other way around. This brings new expectations
of the level and pace of service a customer expects – and when this expectation is not met, it can
lead to higher levels of customer dissatisfaction.
STEPS TO BUILDING A SOCIAL MEDIA COMMUNITY
There are a number of high-level steps you can take to help build a community on social media.
Always be helpful and responsive to comments.
Try to use the types of words and phrases that your followers use day-to-day.
Share interesting content from your company and related social media accounts.
SOCIAL MEDIA ADVERTISING
THE GROWTH OF SOCIAL MEDIA ADVERTISING
Social media advertising is the practice of companies paying for content to be delivered through
social media networks. This area has increased considerably over the past few years, with all of the
major platforms now offering paid advertising.
Companies recognize the importance of being where their customers are. As many customer
segments spend a considerable number of hours each day on social media, it’s no surprise that the
area is growing.
PAID SOCIAL CAMPAIGN BENEFITS
There are many benefits paid social campaigns.
It’s more cost-effective than traditional advertising for reaching a large audience.
It also allows specific targeting by location, interest and demographics, which may not be
available with other digital or traditional ads.
Engaging ad formats consisting of various kinds of text, images and videos are available.
Multiple social media platforms are available.
PAID SOCIAL MEDIA OPTIONS
Audience targeting is dividing your audience of prospective customers into groups based on
different criteria. With this, you’re more likely to reach customers interested in your products or
services with relevant messaging. Audience targeting allows you to target your ads to specific
audiences based on their:
Lifestyle and interests
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 14
Demographic
Location
Device (either mobile, desktop, or tablet)
Other factors
ADVERTISING FORMATS
There are many types and formats of advertising offered by the major social media platforms.
LinkedIn: Sponsored Message Ads
Twitter: Promoted tweets and accounts
Facebook: Multiple forms of sponsored ads, such as Carousel Ads
Instagram: Instant Experience
YouTube: TrueView video pre-rolls
Snapchat: Snap Ads and sponsored Lenses
Pinterest: Promoted Pins on Pinterest
The advertising you choose is dictated by your audience, and what you’re trying to achieve.
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 15
NOTES
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 16
LESSON 3: THE
ROLE OF SOCIAL
MEDIA WITHIN
THE WIDER
BUSINESS
Social Media and Social Selling Copyright © 2020 digitalmarketinginstitute.com 17
SOCIAL MEDIA AND BUSINESS STRATEGY
Customers want to communicate in a channel that best suits them.
It’s important to match your social media platform with your target audience.
Your social media strategy must be integrated with other mediums to have maximum effect.
Social media tools such as Hootsuite, TweetDeck, Buzzsumo and Conversocial can add
value to your business and support your overall strategy.
SOCIAL MEDIA AND DIGITAL STRATEGY
Social media has become a key part of digital strategy for businesses due to the growth of social
media users. There are few businesses that haven’t already acknowledged and begun to harness the
dynamic capabilities of social media – not just for marketing, but across departments and job
functions.
CHOOSE PLATFORMS USED BY YOUR TARGET AUDIENCE
Customers use the social platforms that best suit them. Businesses therefore need to match the
social media platforms they use with those their target audiences use. Identifying these platforms
needs to be completed as a first step.
CROSS PLATFORM ADOPTION
If there are multiple social media platforms that are used by customers and align with business
objectives, your organization should be active on each of them. This ensures a consistent message is
seen across all channels, which in turn helps maximize the effectiveness of your digital strategy.
SOCIAL MEDIA IS PART OF OVERALL BUSINESS STRATEGY
Your social media presence must be aligned with the overall objectives of your website, email, and
other digital media activities. They need to be covered by the overall business strategy.
SOCIAL MEDIA TOOLS
TYPES OF SOCIAL MEDIA TOOLS FOR BUSINESS
Social media monitoring tools allow you to:
Monitor online conversations
Track your mentions
Learn about your customers
Know what people are saying about your brand
There are also social scheduling tools that allow you make sure you reach your core audience in the
right time-zone. They also allow you to schedule real-time updates in advance.
Social Media Analytics and Reporting tools allow you to measure the impact of social media and …
SOCIAL MEDIA AND SOCIAL SELLING
MODULE
FOCUS: Key Platforms, Benefits of Social Media
for Businesses, Advertising, Social Selling, Strategy
OVERVIEW: SOCIAL MEDIA PLATFORMS
Key Concepts of Social Media
3
Social Media Platforms
10
KEY SOCIAL
MEDIA CONCEPTS
SOCIAL
MEDIA
GROWTH
Social media has been around since the beginning of the world wide web, however, advances in user interfaces, emerging platforms and a digital mindset in global populations has resulted in a surge in popularity in recent years.
[REF.] 3.1.1.1
[REFERENCES]
https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
KEY TERMS
Some of the key social media terms are below. Understanding these terms will help your business target customers more effectively:
People you connect with on LinkedIn or other social networks. They can see your profile and engage with you.
Connection
Connection ↗ Post ↗
Like ↗ Tweet ↗
Follower ↗ Messenger ↗
[REF.] 3.1.1.2
Personalized User Space ↗ Enables a user to create a personalized profile that can be constantly updated and visited by their network or community.
Notifications ↗
Engagement ↗
Connections ↗
KEY FEATURES
OF SOCIAL MEDIA PLATFORMS
[REF] 3.1.1.3
Online interaction is faster than phone or face to face
It’s also less costly – building business operations around digital technology means the cost per transaction is lower
And finally, because it’s online, records of transactions are available (and easier to access) for both the customer and business
Mobile devices are the most popular devices for social media use so its important to work on a device strategy with your marketing team.
MOBILE DEVICE
AND SOCIAL MEDIA USAGE
5.16
3.81
80\%
There are 5.16 billion mobile phone users
3.81 billion unique active social media users
Nearly 80\% of social media time is spent on mobile phones
[REF.] 3.1.1.4
[REFERENCES]
https://datareportal.com/global-digital-overview
https://datareportal.com/social-media-users
https://marketingland.com/facebook-usage-accounts-1-5-minutes-spent-mobile-171561
7
Comment ↗ Users can comment on others posts. Thats often the first step to creating your own content, as others can join the discussion and add to your comment.
Sharing ↗
Creation ↗
Specific advantages of online interaction for business:
SOCIAL MEDIA
USAGE AND
CONTENT CREATION
[REF] 3.1.1.5
Online interaction is faster than phone or face to face
It’s also less costly – building business operations around digital technology means the cost per transaction is lower
And finally, because it’s online, records of transactions are available (and easier to access) for both the customer and business
SOCIAL MEDIA PLATFORMS
MAJOR SOCIAL MEDIA PLATFORMS
There are five major social media platforms: LinkedIn, Twitter, Facebook, Instagram and Snapchat.
LinkedIn: Professional networking, company promotion, article writing, work related discussions - Gen X, millennials.
Twitter: Real-time participation
in topical conversations, news and updates - Gen X, millennials and Gen Z.
Facebook: Large scale reach for photo/video sharing and brand engagement- Baby Boomers, Gen X, millennials.
Instagram: Enhanced visual content photos and videos shared to followers - Gen X, millennials and
Gen Z.
Snapchat: Messaging app for teens and young people to share fun images - young millennials and
Gen Z.
[REF.] 3.1.2.1
WhatsApp: Instant messaging app for secure 1-2-1 or group communications.
TikTok: Short video sharing for consumers and brands to engage with - young millennials and
Gen Z.
Pinterest: Collecting images from the around web into a collage or mood board - female millennials.
YouTube: Video sharing, how to guides, product demos, corporate videos and endorsements -
all ages.
MAJOR SOCIAL MEDIA PLATFORMS
There are five major social media platforms: LinkedIn, Twitter, Facebook, Instagram and Snapchat.
[REF.] 3.1.2.1
SOCIAL MEDIA PLATFORMS
While social media has been around since the world wide web, advances in user interfaces, emerging platforms and a digital mindset in global populations has resulted in a surge in popularity in recent years.
The key features of social media platforms are: personalized user profile/spaces, notifications, Interactivity/Engagement and connections
Mobile devices are the most popular devices for social media use so its important to work on a device strategy with your teams of agency partners.
Social media platform usage and content creation has become much easier - users don’t have to be technical to get up to speed with social media.
The primary uses of the main social media platforms are as follows:
Facebook – large scale reach for photo/video sharing and brand engagement- Baby Boomers, Gen X, Millennials
Instagram – enhanced visual content photos and videos shared to followers - Gen X, millennials and Gen Z
YouTube – video sharing, how to guides, product demos, corporate videos and endorsements - all ages
Snapchat – messaging app for teens and young people to share fun images - young millennials and Gen Z
TikTok - short video sharing for consumers and brands to engage with - young millennials and Gen Z
Whatsapp - instant messaging app for secure 1-2-1 or group communications
Pinterest – collecting images from the around web into a collage or mood board - female millennials
Summary
12
OVERVIEW: THE BENEFITS OF SOCIAL MEDIA TO BUSINESS
The Benefits of Social Media
14
The Benefits of an Active Community
24
Social Media Advertising
30
THE BENEFITS OF
SOCIAL MEDIA
KEY TERMS
Some of the key terms related to the benefits of social media for business:
Influencer ↗ Hashtag ↗
Tag ↗ Share ↗
A social media user with a large audience who can drive awareness about a topic, product, or service. Influencer marketing has seen a lot of growth in the past few years, specifically on social media. An example of an influencer is Rand Fishkin, who founded MOZ, an extremely popular software as service (Saas) company that specializes in marketing and analytics.
Influencer
[REF.] 3.1.1.2
KEY TERMS
Some of the key terms related to the benefits of social media for business:
Influencer ↗ Hashtag ↗
Tag ↗ Share ↗
A word or phrase preceded by a # to mark the topic or information so it is discoverable for users. Anyone sharing content on a relevant topic can add the hashtag label to their message.
Hashtag
[REF.] 3.1.1.2
KEY TERMS
Some of the key terms related to the benefits of social media for business:
Influencer ↗ Hashtag ↗
Tag ↗ Share ↗
A tag can be used engage an individual, business or any entity with a social profile when they are mentioned in a post or comment. In Facebook and Instagram, tagging notifies the recipient and hyperlinks to their profile.
Tag
[REF.] 3.1.1.2
KEY TERMS
Some of the key terms related to the benefits of social media for business:
Influencer ↗ Hashtag ↗
Tag ↗ Share ↗
When content such as images, videos, links etc. is sent to connections, groups or specific individuals. Often users share content created by others.
Share
[REF.] 3.1.1.2
Engagement ↗ Gathering Insights ↗
Sharing Content ↗ Generating Traffic ↗
Brand Awareness ↗ Customer Satisfaction ↗
Driving audience engagement with your brand proposition and departments in your organization
Engagement
BENEFITS OF SOCIAL MEDIA TO BUSINESS
[REF.] 3.2.1.1
SOCIAL MEDIA CAN INCREASE SALES
New Business Opportunities
Identifying Key Decision Makers
Increasing Customer Loyalty
Targeted Advertising
Educating Potential Customers
Increasing Website Traffic
[REF.] 3.2.1.2
Monitoring social media for mentions of your brand or product is important for business so you understand whats going on in the market and can identify customer opportunities and pain points. This is called social listening.
MONITORING SOCIAL MEDIA
Step 1
Step 2
Step 3
Step 4
Step 5
Identify what to listen out for
Get armed with social listening tools
Conduct extensive competitor analysis
Learn how to respond to comments
Take note
Step 6
Take action
[REF] 3.2.1.3
SOCIAL LISTENING TOOLS
Monitoring social media can give you an insight into how customers feel about your products and services using social listening tools like Hootsuite, Buffer and Conversocial as well as free tools like Tweetdeck and Google Alerts.
Social listening also gives you the opportunity to improve, based on the feedback. There are many review sites online, relating to specific industries.
thisisthereferenceurl.com
↗
[REF.] 3.2.1.4
SOCIAL MEDIA: RETURN ON INVESTMENT
Social media (like other channels) needs to demonstrate return on investment (ROI) for business by regularly measuring results to see the contribution to business goals by driving awareness interest and brand engagement which may assist potential customers in deciding to purchase or work with your organization
Facebook
Linkedin
Twitter
3k - 10k words
0 - 1k words
1k - 2k words
800
600
400
200
0
Average shares by content length
[REF] 3.2.1.5
Human Resources ↗ Customer Service ↗
Purchasing ↗ Legal ↗
Finance ↗ Management ↗
To help recruit new personal.
Human Resources
COMMON BUSINESS
USE CASES
[REF.] 3.2.1.6
THE BENEFITS
OF AN ACTIVE COMMUNITY
AN ACTIVE USER COMMUNITY
Provides real-life insights to business
Increases customer loyalty
Provides authentic content
Empowers customers
Increases opportunities to provide customer service
[REF.] 3.2.2.1
REASONS TO MANAGE YOUR COMMUNITY
Responding to questions/comments in a timely manner
Keeping a consistent voice that matches your brand
Building trust/reputation, posting relevant content
[REF.] 3.2.2.2
SOCIAL CUSTOMER SERVICE: STARBUCKS
Before social media, customers might have shared a poor customer service experience with a few friends, close family members or co-workers. However, when Twitter and Facebook became prevalent, angry customers gained the ability to broadcast tales of terrible customer service to a massive audience.
Social customer service is about providing customer service through social media channels.
1/3
37 million Facebook fans
[REF] 3.2.2.3
https://www.internetworldstats.com/emarketing.htm
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
2/3
According to Capgemini, 94\% of all Facebook users are either a Starbucks fan or are friends with one.
94\%
SOCIAL CUSTOMER SERVICE: STARBUCKS
Before social media, customers might have shared a poor customer service experience with a few friends, close family members or co-workers. However, when Twitter and Facebook became prevalent, angry customers gained the ability to broadcast tales of terrible customer service to a massive audience.
Social customer service is about providing customer service through social media channels.
[REF] 3.2.2.3
https://www.internetworldstats.com/emarketing.htm
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
3/3
For instance, the My Starbucks Idea site has collected over 150,000 ideas on how to improve their business.
The company then closes the loop with their Ideas in Action blog where they inform customers of the changes they have made.
My Starbucks Idea
SOCIAL CUSTOMER SERVICE: STARBUCKS
Before social media, customers might have shared a poor customer service experience with a few friends, close family members or co-workers. However, when Twitter and Facebook became prevalent, angry customers gained the ability to broadcast tales of terrible customer service to a massive audience.
Social customer service is about providing customer service through social media channels.
[REF] 3.2.2.3
https://www.internetworldstats.com/emarketing.htm
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
CUSTOMERS CONTROL THE CHANNEL
Using social media for customer service is important because customers expect businesses to use the channels that they control and use, rather than the other way around. This brings with it new expectations of the level and pace of service a customer expects and when this expectation is not met, it can lead to higher levels of dissatisfaction.
[REF.] 3.2.2.4
STEPS TO BUILDING A SOCIAL MEDIA COMMUNITY
+
+
Share interesting content from your company and related social media accounts
Be helpful and responsive to comments
Use the types of words and phrases that your followers use day-to-day
[REF] 3.2.2.5
SOCIAL MEDIA ADVERTISING
SOCIAL MEDIA ADVERTISING
Social media advertising is when companies pay to promote messages, images, banners, offers, videos or other content to a defined target audience on a social network.
Social media advertising has increased considerably over the last few years with all of the major platforms offering it. Companies recognize the importance of being where their customers are and as many customer segments spend a considerable number of hours each day on social media, it’s no surprise that the area is growing.
1/3
[REF.] 3.2.3.1
[REFERENCES]
https://digitalmarketinginstitute.com/en-ie/blog/2018-01-06-the-7-key-elements-for-a-stellar-social-media-campaign
SOCIAL MEDIA ADVERTISING
Social media advertising is when companies pay to promote messages, images, banners, offers, videos or other content to a defined target audience on a social network.
Social media advertising has increased considerably over the last few years with all of the major platforms offering it. Companies recognize the importance of being where their customers are and as many customer segments spend a considerable number of hours each day on social media, it’s no surprise that the area is growing.
2/3
[REF.] 3.2.3.1
[REFERENCES]
https://digitalmarketinginstitute.com/en-ie/blog/2018-01-06-the-7-key-elements-for-a-stellar-social-media-campaign
SOCIAL MEDIA ADVERTISING
Social media advertising is when companies pay to promote messages, images, banners, offers, videos or other content to a defined target audience on a social network.
Social media advertising has increased considerably over the last few years with all of the major platforms offering it. Companies recognize the importance of being where their customers are and as many customer segments spend a considerable number of hours each day on social media, it’s no surprise that the area is growing.
3/3
[REF.] 3.2.3.1
[REFERENCES]
https://digitalmarketinginstitute.com/en-ie/blog/2018-01-06-the-7-key-elements-for-a-stellar-social-media-campaign
PAID SOCIAL CAMPAIGN BENEFITS
It’s cost effective
It allows
very specific targeting
There are many different
types of ads
(videos, etc.)
Multiple platforms are available
[REF] 3.2.3.2
There are many types and formats of advertising offered by the major social media platforms:
PAID SOCIAL MEDIA OPTIONS
Promoted Pins
Snap Ads
TrueView Ads
Instant Experiences
Sponsored Ads
Promoted Tweets
Message Ads
[REF] 3.2.3.3
THE BENEFITS OF SOCIAL MEDIA TO BUSINESS
The benefits of social media for business are: driving audience engagement, gathering insights from what people are saying, sharing content to customers to drive awareness, generating visits to your website, driving customer loyalty and improving customer satisfaction
Social media can help increase sales by: identifying new business opportunities, identifying key decision makers using social selling, building stronger relationships, using targeted advertising, educating potential customers and increasing website traffic
Social media (like other channels) needs to demonstrate return on investment (ROI) for business
Social customer service is important (for business) because many people prefer to engage with brands through social and other digital channels and therefore expect that businesses will adapt to their needs
The benefits of an active community to business are: provides real-life insights, increases customer loyalty, authentic content created by brand advocates, empowered customers and providing efficient customer service
Social media advertising is paying to promote messages, images, banners, offers, videos or other content to a defined target audience on a social network
The benefits of paid social campaigns are: cost-effectiveness for reaching a large audience vs traditional advertising, specific targeting, engaging ad formats, and multiple platforms available
The most common types of social media advertising are: Message Ads (InMail) on LinkedIn, Promoted tweets and accounts on Twitter, Sponsored ads on Facebook - many types, Instant Experiences on Instagram, TrueView video Pre-rolls on YouTube, Snap Ads and sponsored lenses on Snapchat and Promoted Pins on Pinterest
Summary
39
OVERVIEW: SOCIAL
MEDIA WITHIN THE
WIDER BUSINESS
Social Media and Digital Strategy
38
Social Media Tools
43
SOCIAL MEDIA AND
DIGITAL STRATEGY
SOCIAL MEDIA: A KEY PART
OF DIGITAL STRATEGY
Due to the growth of social media, it has become a key part of the digital strategy for business. There are few businesses that haven’t already begun to harness the capabilities of social media - not just for marketing, but across departments and job functions.
66\%
95\%
73\%
[REF.] 3.3.1.1
[REFERENCES]
https://blog.hubspot.com/marketing/social-media-roi-stats
CHOOSE PLATFORMS USED BY
YOUR TARGET AUDIENCE
Customers choose social channels that align to their preferences.
To help build your strategy, businesses need to identify the platforms most used by the target audience as a first step.
[REF.] 3.3.1.2
CROSS PLATFORM ADOPTION
It is important for businesses to be present on multiple social platforms if they are frequently used by both existing and potential customers.
This is called cross-platform adoption and is important because customers spend time interacting in many places online.
[REF.] 3.3.1.3
SOCIAL MEDIA IS PART OF OVERALL BUSINESS STRATEGY
Social media must be aligned to the overall objectives of the website, email and other digital media.
In other words, it is covered by the overall business strategy.
The Barista Bar encourages followers to sign up for their coffee club, which requires an email address.
[REF.] 3.3.1.4
SOCIAL MEDIA TOOLS
TYPES OF SOCIAL MEDIA TOOLS FOR BUSINESS
Social Media monitoring tools allow you to monitor online conversations to track your mentions, learn about your customers and know what people are saying.
Scheduling tools allow you make sure you reach your core audience in the right time-zone. They also allow you to schedule real-time updates in advance.
Analytics and Reporting tools allow you to measure the impact of social media and the performance of individual elements.
There are tools available to help you, from choosing the perfect image through to writing the best Tweet with the perfect hashtag.
[REF.] 3.2.2.1
COMMON SOCIAL MEDIA TOOLS USED BY BUSINESSES
The social media tools a business uses need to support the digital strategy: objectives, budget, audience and targets.
[REF.] 3.3.2.2 & NEW REF 3.3.2.3
https://digitalmarketinginstitute.com/en-ie/blog/11-social-media-content-tools-every-content-creator-needs1
CORPORATE SOCIAL COMPUTING GUIDELINES
Organizations need to be comfortable with their employees making smart and responsible use of social media. That is why most organizations now have a set of Corporate Social Computing Guidelines. As well as ensuring compliance with legal regulations, the guidelines help employees to become smarter in terms of how they can make the most out of social tools for the benefit of the organization.
[REF.] 3.3.2.4
SOCIAL MEDIA WITHIN THE WIDER BUSINESS
Due to the growth of social media, it is a key part of the digital strategy for business across departments and functions
Customers choose social channels that align to their preferences, and businesses need to choose the social media platform(s) used by their target audience (identified in the digital strategy).
To help build your strategy, identifying the platforms most used by the target audience is an important first step which needs to be completed in the beginning of your strategy to help shape the rest of your plan
It is important for businesses to be present on multiple social platforms if they are frequently used by their existing and potential customers and they align to business objectives. This is called cross-platform adoption and is important because customers spend time interacting in many places online
Because social media is part of the overall strategy – it must be aligned to the overall objectives of the website, email and other digital mediums
The main types of social media tools for business are: conversation and social listening/monitoring tools, social post scheduling tools, analytics and reporting tools and content creation tools
Common social media tools used are: Hootsuite & Buzzsumo, Tweet Deck, Conversocial, Bitly, Canva and Pixlr,
And Native Tools: Facebook Insights, Twitter Analytics
The social media tools selected need to support the digital strategy (objectives, budget, audience, targets)
Businesses’ social media presence (including all content, posts, messages) must adhere to the corporate social computing guidelines
Summary
50
OVERVIEW: SOCIAL SELLING AND PERSONAL BRANDING
Social Selling
49
Personal Branding
57
SOCIAL SELLING
Social selling is the process of using social media platforms and tools to develop meaningful relationships with potential and existing customers.
[REF] 3.4.1.1
SHIFT FROM TRADITIONAL SELLING
Finding buyers online
Providing valuable insights throughout the buyer journey
Helping with the purchase process
[REF] 3.4.1.2, 3.4.1.3
SOCIAL VERSUS TRADITIONAL SELLING
Relationship-based, not transaction-based
About educating and engaging, not selling.
Less pitching and more identifying needs or pain points.
About listening and adding value.
Unlike traditional selling, social selling is:
[REF] 3.4.1.4
KEY CONCEPTS: SOCIAL VS TRADITIONAL SELLING
Less phone communications and more online communications
More use of social networks and tools
Better and more accurate measurement
[REF] 3.4.1.5
ROLE OF SOCIAL NETWORKS
Social networks play a key role in providing:
Market information
Prospects
Building trust with customers and within the industry
[REF] 3.4.1.6
DIGITAL RESEARCH
Social Media
Digital Tools
Persona
Companies /
Decision Makers
Digital research is a key element of social selling. This involves using social media and digital tools to narrow down your customer persona and identify the companies and decision makers you should be targeting.
[REF] 3.4.1.7
LEVERAGING SOCIAL MEDIA FOR SELLING
Informed Customers
Death of Cold Call
Social Media
Build Trust
Buyers, or customers are more informed and empowered
The death of the “cold call” – buyers are less inclined to take them and they are harder to identify / reach.
The influence of social media on buyer decisions.
The importance of developing meaningful relationships and trust..
[REF] 3.4.1.8
PERSONAL BRANDING
Personal branding is people marketing themselves and their careers as brands. Today, almost every individual has a personal brand – you may not have consciously cultivated it, but a digital footprint exists for most people.
[REF] 3.4.2.1
PERSONAL BRANDING CAN BENEFIT YOUR BUSINESS
Expand the reach of a business
Connect others with contacts in your network
Increase trust
Showcase your company’s product/services
Increase B2B sales with social selling
In today’s business climate, trust is very important. Having a personal brand is increasingly important for key individuals in the business. Take a look at some of the advantages below::
[REF.] 3.4.2.2
There is an overlap between a personal and corporate brand, especially for key individuals within a business. It’s important to maintain a balance between corporate and personal messages on social media, so that they work together. In particular, these should be unified when discussing a mission, vision or values to ensure the wider community sees a strong alignment between the corporate and its key people.
CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA
[REF.] 3.4.2.3
There is an overlap between a personal and corporate brand, especially for key individuals within a business. It’s important to maintain a balance between corporate and personal messages on social media, so that they work together. In particular, these should be unified when discussing a mission, vision or values to ensure the wider community sees a strong alignment between the corporate and its key people.
CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA
[REF.] 3.4.2.3
There is an overlap between a personal and corporate brand, especially for key individuals within a business. It’s important to maintain a balance between corporate and personal messages on social media, so that they work together. In particular, these should be unified when discussing a mission, vision or values to ensure the wider community sees a strong alignment between the corporate and its key people.
CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA
[REF.] 3.4.2.3
There is an overlap between a personal and corporate brand, especially for key individuals within a business. It’s important to maintain a balance between corporate and personal messages on social media, so that they work together. In particular, these should be unified when discussing a mission, vision or values to ensure the wider community sees a strong alignment between the corporate and its key people.
CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA
[REF.] 3.4.2.3
The key elements of an optimized LinkedIn profile:
Cover photo
Profile image
Headline
Location
Education
Background summary
1
2
3
4
5
6
1/6
AN OPTIMIZED LINKEDIN PROFILE
[REF.] 3.4.2.4
The key elements of an optimized LinkedIn profile:
Posts
Experience
Rich Media
1
2
3
1
2/6
AN OPTIMIZED LINKEDIN PROFILE
[REF.] 3.4.2.4
The key elements of an optimized LinkedIn profile:
Skills
Recommendations
1
2
3/6
AN OPTIMIZED LINKEDIN PROFILE
[REF.] 3.4.2.4
The key elements of an optimized LinkedIn profile:
Courses
Projects
Honors & Awards
2
1
3
4/6
AN OPTIMIZED LINKEDIN PROFILE
[REF.] 3.4.2.4
The key elements of an optimized LinkedIn profile:
Interests
1
5/6
AN OPTIMIZED LINKEDIN PROFILE
[REF.] 3.4.2.4
The key elements of an optimized LinkedIn profile:
Profile Strength
The Profile Strength meter is visible only to you and provides a visual gauge of how robust your profile is. The strength of your profile will increase as you add more relevant content to it. Hover over the focus points below to learn more:
6/6
1
AN OPTIMIZED LINKEDIN PROFILE
[REF.] 3.4.2.4
THE DO’S AND DON’TS OF SOCIAL MEDIA
Take a look at some of the simple rules for posting on social media:
[REF] 3.4.2.5
SOCIAL SELLING AND PERSONAL BRANDING
Social selling is using social media platforms and tools to develop meaningful relationships with potential and existing customers.
Traditional methods of selling have shifted from interruptive sales strategies and cold call techniques to finding buyers online, providing valuable insights throughout their buyer journey and helping with the purchase process.
Unlike traditional selling, social selling is: relationship-based, not transaction-based, educating and engaging, not selling, less pitching and more identifying needs or pain points, about listening and adding value.
Social networks play a key role in providing market information, prospects and building trust with customers and within the industry.
A key element of social selling is digital research which involves using social media and digital tools to narrow down your customer persona and identify the companies and decision makers you should be targeting.
Personal branding is people marketing themselves and their careers as brands. This can benefit your business.
Corporate and personal branding can work together on social media: make sure your personal brand aligns with the company brand (mission, vision and values)
You should understand how to set up an optimized LinkedIn profile
It’s important to understand the do-and-don’ts of posting on personal social media accounts
Summary
74
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ach
e. Embedded Entrepreneurship
f. Three Social Entrepreneurship Models
g. Social-Founder Identity
h. Micros-enterprise Development
Outcomes
Subset 2. Indigenous Entrepreneurship Approaches (Outside of Canada)
a. Indigenous Australian Entrepreneurs Exami
Calculus
(people influence of
others) processes that you perceived occurs in this specific Institution Select one of the forms of stratification highlighted (focus on inter the intersectionalities
of these three) to reflect and analyze the potential ways these (
American history
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. Also
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ness Horizons
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nt
When considering both O
lassrooms
Civil
Probability
ions
Identify a specific consumer product that you or your family have used for quite some time. This might be a branded smartphone (if you have used several versions over the years)
or the court to consider in its deliberations. Locard’s exchange principle argues that during the commission of a crime
Chemical Engineering
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aragraphs (meaning 25 sentences or more). Your assignment may be more than 5 paragraphs but not less.
INSTRUCTIONS:
To access the FNU Online Library for journals and articles you can go the FNU library link here:
https://www.fnu.edu/library/
In order to
n that draws upon the theoretical reading to explain and contextualize the design choices. Be sure to directly quote or paraphrase the reading
ce to the vaccine. Your campaign must educate and inform the audience on the benefits but also create for safe and open dialogue. A key metric of your campaign will be the direct increase in numbers.
Key outcomes: The approach that you take must be clear
Mechanical Engineering
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nment
Topic
You will need to pick one topic for your project (5 pts)
Literature search
You will need to perform a literature search for your topic
Geophysics
you been involved with a company doing a redesign of business processes
Communication on Customer Relations. Discuss how two-way communication on social media channels impacts businesses both positively and negatively. Provide any personal examples from your experience
od pressure and hypertension via a community-wide intervention that targets the problem across the lifespan (i.e. includes all ages).
Develop a community-wide intervention to reduce elevated blood pressure and hypertension in the State of Alabama that in
in body of the report
Conclusions
References (8 References Minimum)
*** Words count = 2000 words.
*** In-Text Citations and References using Harvard style.
*** In Task section I’ve chose (Economic issues in overseas contracting)"
Electromagnetism
w or quality improvement; it was just all part of good nursing care. The goal for quality improvement is to monitor patient outcomes using statistics for comparison to standards of care for different diseases
e a 1 to 2 slide Microsoft PowerPoint presentation on the different models of case management. Include speaker notes... .....Describe three different models of case management.
visual representations of information. They can include numbers
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ame workbook for all 3 milestones. You do not need to download a new copy for Milestones 2 or 3. When you submit Milestone 3
pages):
Provide a description of an existing intervention in Canada
making the appropriate buying decisions in an ethical and professional manner.
Topic: Purchasing and Technology
You read about blockchain ledger technology. Now do some additional research out on the Internet and share your URL with the rest of the class
be aware of which features their competitors are opting to include so the product development teams can design similar or enhanced features to attract more of the market. The more unique
low (The Top Health Industry Trends to Watch in 2015) to assist you with this discussion.
https://youtu.be/fRym_jyuBc0
Next year the $2.8 trillion U.S. healthcare industry will finally begin to look and feel more like the rest of the business wo
evidence-based primary care curriculum. Throughout your nurse practitioner program
Vignette
Understanding Gender Fluidity
Providing Inclusive Quality Care
Affirming Clinical Encounters
Conclusion
References
Nurse Practitioner Knowledge
Mechanics
and word limit is unit as a guide only.
The assessment may be re-attempted on two further occasions (maximum three attempts in total). All assessments must be resubmitted 3 days within receiving your unsatisfactory grade. You must clearly indicate “Re-su
Trigonometry
Article writing
Other
5. June 29
After the components sending to the manufacturing house
1. In 1972 the Furman v. Georgia case resulted in a decision that would put action into motion. Furman was originally sentenced to death because of a murder he committed in Georgia but the court debated whether or not this was a violation of his 8th amend
One of the first conflicts that would need to be investigated would be whether the human service professional followed the responsibility to client ethical standard. While developing a relationship with client it is important to clarify that if danger or
Ethical behavior is a critical topic in the workplace because the impact of it can make or break a business
No matter which type of health care organization
With a direct sale
During the pandemic
Computers are being used to monitor the spread of outbreaks in different areas of the world and with this record
3. Furman v. Georgia is a U.S Supreme Court case that resolves around the Eighth Amendments ban on cruel and unsual punishment in death penalty cases. The Furman v. Georgia case was based on Furman being convicted of murder in Georgia. Furman was caught i
One major ethical conflict that may arise in my investigation is the Responsibility to Client in both Standard 3 and Standard 4 of the Ethical Standards for Human Service Professionals (2015). Making sure we do not disclose information without consent ev
4. Identify two examples of real world problems that you have observed in your personal
Summary & Evaluation: Reference & 188. Academic Search Ultimate
Ethics
We can mention at least one example of how the violation of ethical standards can be prevented. Many organizations promote ethical self-regulation by creating moral codes to help direct their business activities
*DDB is used for the first three years
For example
The inbound logistics for William Instrument refer to purchase components from various electronic firms. During the purchase process William need to consider the quality and price of the components. In this case
4. A U.S. Supreme Court case known as Furman v. Georgia (1972) is a landmark case that involved Eighth Amendment’s ban of unusual and cruel punishment in death penalty cases (Furman v. Georgia (1972)
With covid coming into place
In my opinion
with
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The ability to view ourselves from an unbiased perspective allows us to critically assess our personal strengths and weaknesses. This is an important step in the process of finding the right resources for our personal learning style. Ego and pride can be
· By Day 1 of this week
While you must form your answers to the questions below from our assigned reading material
CliftonLarsonAllen LLP (2013)
5 The family dynamic is awkward at first since the most outgoing and straight forward person in the family in Linda
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The most important benefit of my statistical analysis would be the accuracy with which I interpret the data. The greatest obstacle
From a similar but larger point of view
4 In order to get the entire family to come back for another session I would suggest coming in on a day the restaurant is not open
When seeking to identify a patient’s health condition
After viewing the you tube videos on prayer
Your paper must be at least two pages in length (not counting the title and reference pages)
The word assimilate is negative to me. I believe everyone should learn about a country that they are going to live in. It doesnt mean that they have to believe that everything in America is better than where they came from. It means that they care enough
Data collection
Single Subject Chris is a social worker in a geriatric case management program located in a midsize Northeastern town. She has an MSW and is part of a team of case managers that likes to continuously improve on its practice. The team is currently using an
I would start off with Linda on repeating her options for the child and going over what she is feeling with each option. I would want to find out what she is afraid of. I would avoid asking her any “why” questions because I want her to be in the here an
Summarize the advantages and disadvantages of using an Internet site as means of collecting data for psychological research (Comp 2.1) 25.0\% Summarization of the advantages and disadvantages of using an Internet site as means of collecting data for psych
Identify the type of research used in a chosen study
Compose a 1
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effect relationship becomes more difficult—as the researcher cannot enact total control of another person even in an experimental environment. Social workers serve clients in highly complex real-world environments. Clients often implement recommended inte
I think knowing more about you will allow you to be able to choose the right resources
Be 4 pages in length
soft MB-920 dumps review and documentation and high-quality listing pdf MB-920 braindumps also recommended and approved by Microsoft experts. The practical test
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One thing you will need to do in college is learn how to find and use references. References support your ideas. College-level work must be supported by research. You are expected to do that for this paper. You will research
Elaborate on any potential confounds or ethical concerns while participating in the psychological study 20.0\% Elaboration on any potential confounds or ethical concerns while participating in the psychological study is missing. Elaboration on any potenti
3 The first thing I would do in the family’s first session is develop a genogram of the family to get an idea of all the individuals who play a major role in Linda’s life. After establishing where each member is in relation to the family
A Health in All Policies approach
Note: The requirements outlined below correspond to the grading criteria in the scoring guide. At a minimum
Chen
Read Connecting Communities and Complexity: A Case Study in Creating the Conditions for Transformational Change
Read Reflections on Cultural Humility
Read A Basic Guide to ABCD Community Organizing
Use the bolded black section and sub-section titles below to organize your paper. For each section
Losinski forwarded the article on a priority basis to Mary Scott
Losinksi wanted details on use of the ED at CGH. He asked the administrative resident