Social Media Basics

More than 80% of Australians actively use Social Media platforms every month,
with 1 out of 5 minutes spent online on Facebook.
Social Media is a powerful way to connect with your customers
and build your business.

Welcome To The Big Players Of Social Media

Facebook: The Godfather Of Social Media Platforms

16.5M Australian users per month in Australia 2018

While Facebook is not the first ever social media channel, it’s definitely the biggest and most powerful. Facebook allows you to connect with friends and family and share pictures and videos. It also has a powerful advertising platform for businesses to leverage from Facebook’s incredible data accumulation.

Facebook has incredible insights and information about its users. This makes it one of the most powerful advertising platforms in the world. Best of all, it’s relatively inexpensive to get started.

Instagram: Facebook’s Little Sister

5.5M Australian users per month in 2018

As a photo and video sharing platform owned by Facebook, Instagram continues to rapidly grow. It is quick to learn, easy-to-use, fun to share images and short videos and great for building strong connections and realtionships with followers and brands. When Facebook purchased Instagram in 2012, the takeover would revolutionise social media advertising.

Youtube: The World’s 2nd Largest Search Engine

7M Australian users per month in 2018

With Google the number #1 search engine, YouTube – also Google owned – comes in at number #2. As a video sharing platform where millions of users seek information, how-to and funny cat videos, Youtube is designed solely for sharing and viewing video content. The advertising platform is limited, but the channel itself can be of huge value to business.

Snapchat: The Teen Revolution

4.5M Australian users per month in 2017

As a video and chat messaging platform, Snapchat allows users to send videos and messages that disappear after 24 hours. Hugely popular with the under 35 market, Snapchat is one of the fastest growing and most widely used channels. Even though the demographic is young(er), Snapchat shouldn’t be overlooked by businesses wanting to market their products and services to Millennials and Gen Y.

Twitter: News & Celebrities

3.5M Australian users per month in 2018

Twitter is a news and messaging channel where users can “tweet” short messages and links to each other. While it is exceptionally popular in the US, Twitter hasn’t been fully adopted into Australia market with the number of users continuing to decline at the fastest rate of all social media platforms. Its limited capabilities and declining popularity makes it the least useful platform.

In this module, we learn about the basics of Social Media and how it works, from finding our customers to setting up the channels best for our business. Facebook and Instagram will be the focus throughout this course as they are the most useful to small businesses across most industries.

How Does Social Media Actually Work?

Does Facebook Like You?

Not you personally – we’re sure you are just lovely. But, does Facebook recognise your contributions to Facebook and the community you talk to and engage with?

This is the first key to Facebook Advertising Success: Facebook needs to like you. And in this module, we’ll show you this isn’t too hard to achieve as you learn how Facebook – and subsequently Instagram – works.

Facebook and Instagram are user experience focused platforms. They want the people using them to have a great time and enjoy spending time on them. If every advertiser was allowed to spam people, run misleading advertisements with irrelevant information and polluting everyone’s news feeds, no one would want to use social media any longer. So Facebook is very protective of its users. They get all judgey judgey on how a business behaves to gauge if the business is even worthy of enjoying Facebook Advertising’s lime light.

Facebook judges the value of the content you produce, the advertisements you run and how good the experience it is you create for your audience. The more you work at all these, the more Facebook will promote and bump up your content for more people to see it.

FloSocial Chatting Man

Facebook and Instagram use complex algorithms – a super crazy ridiculous maths and computer type sum that considers lots of stuff and makes decisions based on that time frame (perhaps it’s a bit more complicated to explain than that). These algorithms decide who gets seen and when and by who. The algorithm takes many factors into consideration, including the following:

  • Engagement With Your Facebook Community
    Do you have fans and do your fans like the content you post?
    This is called Engagement and shows Facebook what you are posting is stuff people want to see.
    Engagement happens when people like, comment or click on a link and share posts.

  • Are Your Advertisements Relevant?
    Facebook gives you a score out of 10 for each advertisement when it reaches 500 people.
    This is called a Relevance Score and is a judgement on whether people want to buy what you’re selling or like the way you’re selling it.

  • Are You Social-able?
    Do you respond to comments and messages?
    Are you engaged in social media personally or do you avoid it?
    Do you like people’s pics and start conversations, chat in groups or create regular valuable content?
    Facebook really really likes it when you do all these things.

  • Plus..
    a bunch of complex stuff that Facebook keeps secret.

Overall, reaching the top of the Facebook food chain comes down to delivering a great experience, how you relate to your fans and the quality of content you create. But be aware getting to the top takes time and consistency. Think of it as you would when building a relationship with your customers: you need to be willing to work with Facebook for your relationship to improve and for Facebook to Like you back.

Making Social Media Work For You In 3 Steps

Step 1. Find your Customers

Before deciding which channels to set up, first decide on who your customers are or will be, and which platforms they are most likely to use. To do this, we create what’s called a Customer Avatar, or a profile of our customers – what they are like, where they live, their disposable income etc.

With a solid understanding of who we want to speak to on social media, we can make better decisions about the type of platforms we choose.

Take some time now to think about your different customers: Who are they? Where do they live? What do they do for work?
Think about the types of people who use or buy from your business.

Download Customer Avatar Worksheet

There is no right or wrong here. You’re not going to be able to nail down the one exact customer, but you know your business inside out, the people you want to attract and the people you already attract. If you’re not sure, you can always ask or survey your existing customers and ask them which Social Media channels they prefer to use.

Give a name or a nickname for each Customer Avatar you create. You can use this later when we learn about targeting and advertising.

Step 2. Set Up Your Social Media Channels

Take the time to set up your Facebook Page and become familiar with its features. Make sure all the useful information your clients need to contact you is included, and for when you’re all set up for advertising.

  • Watch this video for step-by-step instructions on how to set up your Facebook Page

  • Watch this video for the key features of your Facebook Page when checking it’s correctly set up

Step 3. Set Up Your Instagram Account

As a mobile first platform, Instagram was initially designed to be used and set up from your smartphone. Make sure you have company photos or images saved to your mobile before you begin.

  • Download the app to start setting up from your smartphone.

  • With your email account and phone number, create a username for your Instagram account.
    All user names start with an @
    Select your business name as your Instagram username, which should be unique to you.
    You might need to add some underscores, numbers, spaces or add a number such as a year or location for your business to get your name the way you want it. An example could be @FloSalon_2017.

  • Once you’ve created your username, jump to ‘Edit Profile’. This is where you add and edit your details such as your Instagram Name, Username, Website and more.

  • In ‘Edit Profile’, add a profile picture or logo. If you want brand consistency, we recommend using the same profile picture as your Facebook Page.

  • Add your Bio details. With only 250 characters, this is a short introduction to your company or business so keep it snappy. Instagram doesn’t allow line breaks in your Bio, so if you want to separate lines, add emojis 🖖😊 We suggest you write your profile from your Notes app or in a Message on your phone. Then copy and paste across to your Instagram Bio.
    Note that your Instagram Bio allows you only one hyperlink to click through.

  • Check your ‘Settings’ to make sure your Instagram Page is set up as a Business Profile. With your contact details filled you, you will notice your Instagram Profile page has changed at the top with a button which says ‘Follow’. People will now have the choice to follow your account and keep up to date with what you’re doing. There is also a contact form to bring up your email or your work number when people click on it. We’ve just made it easier for your customers to connect to you on Instagram!

  • Once this is all set up and completed, go to ‘Settings’. Select ‘Link Account’ so you can add, connect and link your Facebook Business Page. This makes life so much easier when you’re producing great content but pressed for time when sharing posts.

Happy Social Media-ing!