Learn how to incorporate social media into your client relationships

and overall sales strategy. Recommended for advertising directors,

online sales manager and advertising reps.

@InsideNetwork:
ok w e re a cou n try, it would now
“If Faceb o
6t h mo st p op ul o us in the world.”
be the
 
WHAT IS SOCIAL MEDIA?

@jaybaer: “Linkedin is for people you

know. Facebook is for people you used to
know. Twitter is for people you want to
know.”
http://www.convinceandconvert.com/
WHO YOU FOLLOW
 Look at your address book. See all your contacts?
Find and follow those people!
 Current clients
 Future clients
 Community organizations
 Chambers of Commerce
 Co-workers
 Anyone you consider a contact or potential client
BUILDING YOUR AUDIENCE
 Go through that address book or rolodex systematically
to search and follow those people. Look for your
current advertisers, agencies and those accounts that
you have been struggling to close. What better way to
show them your loyalty than by pushing out “referrals”
via social media before they’ve even spent a dime with
you!
 Ask them! When you meet with your clients, ask them
if you can find them on facebook or twitter to keep in
touch.
STEAL FRIENDS AND
FOLLOWERS
 Look through the friends and followers of each person you’re you
follow, or who follows you. You’re bound to find good, relevant
contacts amongst their contacts.
USE PRINT TO BUILD YOUR
NETWORK
 You give out our phone numbers and email addresses
on every business card, email, fax cover and media
kit. Why not add your social networks too!

Marissa Raymo
Special Projects Department
The Daily Oakland Press | The Macomb Daily
The Daily Tribune | Advisor & Source | The News Herald 
 
248-745-4549 (direct)
248-332-6480 (fax)
marissa.raymo@oakpress.com
www.theoaklandpress.com 
 VENDOR OR PARTNER?
 If all you use social networks for is pushing
promos, people will get annoyed. Expand your
customer relationships by:
•Building hype for client products and
@dh: “You can be events
professional while also •Sharing other peoples’ links that you find
‘keeping it real’ with your
customers. By interacting with
interesting
customers in a less formal •On twitter, remember to “retweet” other
way, you’ll build a strong peoples’ tweets!
human connection that helps •On Facebook, you can “like” their links.
build brand loyalty.”
•Answer questions – you are a resource
•Give commentary every once in a while
•Support their causes
GETTING VOICEMAIL? TRY A SOCIAL
NETWORK
 Facebook and twitter are just more tools in your toolbox to use in order to
contact someone.

@OaklandPressKA notices a post on Twitter

stating that Michigan company @Bettermade is
celebrating an 80th anniversary. Kary “follows”
@Bettermade and messages them that
@MarissaRaymo offers vendor support
advertising for anniversaries.. @BetterMade
messages @MarissaRaymo….

…and viola, new prospect!

SOCIAL MEDIA – BUSINESS OR
PERSONAL?
VS
The answer is…..BOTH!
 Social Media can be used for both personal and business
use, just not at the same time.
 Set up separate accounts for business and personal and
consider your business accounts as an expansion of your
professional branding.
 Think of each social network as a representation of who
you are and the work that you do.
 You’re branding yourself, and by extension, your news
organization too.
@erin_bury : “Don’t say anything online that
you wouldn’t want plastered on a billboard
with your face on it.”
 SIMPLIFY IT!
Social Media doesn’t have to mean extra work.
Consider it a digital CRM
•Check out Social Media
Managers like HootSuite
or TweetDeck to help
consolidate your
accounts.

•HootSuite allows you to

view and post to all of
your Social Media
Accounts in one place,
and even has features to
help shorten URL’s and
schedule your comments
to post at specific times.
 Social Networking for Advertising Best Practices
Be fair. Though internet presence may vary greatly from client to client, make
sure that you are “pushing” out their messages as evenly as possible. You may
even have clients that are competitors in their market, and you don’t want one
thinking you favor the other.
Draw a line and don’t cross it. It’s much easier to blur the lines of professionalism
online than in person. Once you invite your clients into your online world, make
sure they don’t have access to any information you wouldn’t give them in person.
Don’t try to sell them something they can get for free. Social networking for
business is a relationship builder. It is one of the few things you can offer your
clients for free to show that you support their business and aren’t just another
invoice.
Don’t expect them to find you. Your re-tweets and shared links are only effective
tools if you have followers/friends to see them. Make sure to include your social
networking affiliations on email signatures, business cards and fax covers.
Social Media is a dialogue, not a monologue. It isn’t enough to just “push” out
your client’s SM information. Respond to it. If you attend a client event, tweet
about it. Help build the hype. And make sure to re-tweet and share links for your
newspapers’ articles and events too!
Don’t give away too much. Be careful when mentioning “deals” and rates online.
It may reach a customer that is on a higher rate and cause unnecessary conflict for
you or another rep. Save rate discussions for individual emails, phone calls or
face-to-face meetings.