Isabelle Maxwell Watts – Social Media Optimisation

Isabelle Maxwell Watts

Isabelle is a multi-talented Social Media Manager and Events Organiser, here is a little bit of ‘gold’ for those who didn’t get the chance to see Isabelle’s presentation.

Social Media

Social Media Optimization (SMO) is one of the best ways to draw traffic to your company’s website and therefore to increase sales. The following statistics from Social Media Today give you an idea of how important it is:

  • 93% of marketers in the world use social media for business.
  • 82% of buyers say that they trust a company more when its CEO and senior leadership team are active on social media.
  • 67% of b2c marketers have generated leads via Facebook.
  • 70% of brand marketers view social media as valuable for building brand awareness.
  • 93% of small businesses say that social media is an effective marketing tool.

Social media is all about being sociable. It is essential that when you use social media, you use it effectively; your social media strategy for your business should be to influence, promote, sell, and create awareness of your brand through:

  1. Connecting with customers
  2. Clear Branding
  3. Collecting Customer feedback
  4. Marketing
  5. Providing News
  6. Increasing sales
  7. Keeping an eye on competition
  8. Brand loyalty for your customers


Twitter is a free microblogging social media website with a continuous live feed of information shared between millions of users. Each tweet is limited to 140 characters and you can share videos, links, and images. Here is how to get the best out of your tweet:

  1. Include keywords.
  2. Use hashtags to reach a wider audience. # is used to mark key words or phrase. You can use it anywhere in a tweet. Do not include any spaces between words. It can be whatever word or sentence you like. Anyone who searches for a word with that hashtag will see your tweet.
  3. Interact with others – retweet, reply to other tweets, ask to be retweeted.
  4. Tweets with numbers in them do well, for example, “10 top reasons why you should use Twitter to develop your business …”
  5. Tweets that start with “How to…” benefit your followers.
  6. Send direct tweets to other users to engage conversation.
  7. Keep tweeting – thousands of tweets are made each minute. Important information tweeted once might get lost and missed by many followers. Don’t be hesitant to share it four times.
  8. Keep tweets to roughly 100 characters so you can include a link or photo.
  9. Use statistics but remember to do your research so you remain a reliable source and are worth following.


Facebook is colourful, chatty and something people use in their spare time, so make your page endearing. From a business point of view it is the chance to connect and build relationships, gaining potential customers’ trust and building loyalty from current customers. It can help broaden your network by your readers sharing and liking your posts. Here is what to think about when creating content for your Facebook page:

  1. One post a day is plenty.
  2. Post content that interests your customers.
  3. Post blogs, photos, press releases, videos.
  4. End your posts with a question to interact with customers.
  5. Think about who you would like to meet and introduce yourself – what do you have in common? How can your business help them?
  6. Share and promote your own page. Be a spokesperson for yourself.
  7. Analyse by using Facebook Insights[1], so you can see what is working and what isn’t.


LinkedIn in the largest social network used professionals. 45% of LinkedIn users are the decision makers in your industry, which means you have direct access to the people who can make a difference to your business:

  1. Use keywords on your page so when people or businesses search for you, you are easy to find.
  2. Make your posts industry specific. That way, others in the same industry can start to engage with you.
  3. Include an image to attract readers.
  4. Make a call to action to encourage interaction from others.
  5. Engage your audience by ‘liking’ or saying “congratulations” and sharing others’ content.
  6. Posting helpful tips on your business, customized to your connections or followers will encourage others to connect or follow you.
  7. Make your content valuable and easy to digest so others can share.
  8. Don’t be afraid to ask people to share, link or follow you.
  9. Apply the 4-1-1 rule: For every one self-serving post, you should share four pieces of relevant content written by others. This will get you engaging in conversations and building awareness of your brand without appearing to lecture other professionals.
  10. Analyse by using LinkedIn Analytics[2] to see what is working and what isn’t.



  1. 1.       Make sure your social media pages all link back to your website.
  2. 2.       Make sure your branding is consistent over all platforms.
  3. 3.       Quality over quantity.

[1] Facebook Insights provides demographic data about your audience, and allows you to see how people are discovering and responding to your posts. Learn more here:


[2] LinkedIn Analytics allows you to view data about your company page. See how to set this up here:


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