Social Media Cheat Sheet

The Business Owner’s Social Media Cheat Sheet

What you need to know about using social media to grow your business—and nothing else.

Recommended reading: “The Best And Worst Times To Post On Social Media — And The Science Behind It

Why invest in your business’s social media?

It can give you 4 things you might want:

  1. Want people’s attention? 27% of total internet time & 15% of total mobile internet time is spent on social networking sites.
  2. Want leads? Social media produces double the leads of trade shows, telemarketing, direct mail, or PPC & conversion rates are 13% higher.
  3. Want sales? 46% of online users rely on social media to make a purchase & 78% made a purchase based on a company’s social media post.
  4. Want to get to know your customers? 69% of marketers use social media for market intelligence & 60% of consumers follow or give feedback to brands on social media.

How should you use social media?

  • To capture and drive traffic to your website.
  • To establish yourself as an expert in your field.
  • To massively improve your SEO and web presence.
  • To build ongoing relationships with readers, prospects and customers.

5 steps before you begin optimizing each channel:

  1. Know your primary social media objective.
  2. Hone in on your target audience—and get to know them.
  3. Determine your key topics and create content around them.
  4. Build a profile on the “Big 5” networks with a unified brand.
  5. Create a plan for how much time you want to spend on:
    • Creating/posting content.
    • Engaging with your audience.


The Big Five –  5 Social Media Channels to Optimize Your Business


Connect and share with the people in your life.

Who? 1 billion users, 618 million active users.

Why it matters: It’s the world’s most popular free online social networking site: 1 out of every 7 minutes spent online is on Facebook, and 1 in 5 page views (in the U.S.) is on Facebook.

What works?

  • Post relevant, high quality content.
  • Self-promote 10% of the time.
  • Engage fans with questions and a call-to-action.
  • Experiment with Facebook Ads.
  • Post photos (photos of people get the most shares.)

What doesn’t work?

  • Don’t self-promote 100% of the time.
  • Don’t “buy” fans for your page.
  • Don’t share business on your personal page, and vice versa.

The opportunity:

  1. Increase product sales with ads.
  2. Build your list through friends of friends.
  3. Establish yourself as an expert in your field.
  4. Connect with customers through comments and messages.

Your weekly checklist:

  • 3-5 posts that add value (daily if you have value to add).
  • No more than one self promotion (two at most).
  • Respond to comments.
  • Like and comment on colleagues and friends’ posts.
  • Learn how to run FB ads to build your business.



Instantly connect to what’s most important to you. Follow your friends, experts, favorite celebrities and breaking news.

Who? 554 million users, 9.6 million active users.

Why it matters: It’s the best way to get your message out fast, and 67% of Twitter users are more likely to buy brands that they follow.

What works?

  • Tweet valuable, industry-relevant information.
  • Cross-promote your Twitter page on multiple channels.
  • Add photos to your Tweets.
  • Engage followers through retweets and replies.
  • Use hashtags and mentions to boost visibility.

What doesn’t work?

  • Don’t self-promote 100% of the time.
  • Don’t manage it through Twitter. Use HootSuite or another service.
  • Don’t follow people who aren’t relevant to you.

The opportunity:

  1. Listen to what your customers are saying.
  2. Understand news and trending topics.
  3. Build credibility in your niche.
  4. Participate in global conversations with hashtags.

Your weekly checklist:

  1. Tweet 5-7 original tweets.
  2. Retweet and reply 5-7 times.
  3. Self-promote 1-2 times.
  4. Tweet at least one picture or video.



Share your videos with friends, family, and the world.

Who? 33 million unique visitors a day.

Why it matters: It’s the best way to share video content: over 200 million hours of video are watched daily—with over 20% of views coming from mobile devices.

What works?

  • Optimize for SEO with keyword friendly and relevant titles.
  • Cross-promote your videos on other sites.
  • Give a call-to-action in your videos (to subscribe, click, etc.).
  • Use annotations to boost engagement and subscriptions.
  • Let YouTube place ads on at least one video.

What doesn’t work?

  • Don’t buy traffic.
  • Don’t give a call-to-action if it won’t work on mobile.
  • Don’t worry about going viral.

The opportunity:

  1. Add massive value to your prospects and customers.
  2. Boost online presence with SEO (hint: Google owns YouTube).
  3. Build trust and credibility by being on camera.
  4. Drive traffic to your website and other social media.

Your weekly checklist:

  • Post 1-2 new (SEO optimized) videos.
  • Share those videos on other social sites.
  • Like and comment on 5-10 videos.
  • Read my tutorial on ranking YouTube videos.



Manage your professional identity. Build and engage with your professional network.

Who? 225 million users, 78.8 million active users.

Why it matters: It’s the most trusted professional network: 49% of users trust word-of-mouth brand suggestion, and the average user’s 2nd degree network connects them to 6,000 companies, 130 industries, and 9,000 people.

What works?

  • Share content that’s valuable to your professional network.
  • Join LinkedIn groups and contribute to discussions.
  • Optimize your profile for SEO.
  • Ask your network for introductions, recommendations and endorsements and return the favor.
  • Use warm introductions.
  • Use the Contacts feature to sort, tag and optimize your connections.

What doesn’t work?

  • Don’t set up a profile and abandon it.
  • Don’t try to connect to people you don’t know.
  • Don’t join groups just to self-promote.

The opportunity:

  1. Stay in touch with your professional network.
  2. Manage your relationships by storing custom information.
  3. Get connected to peers, potential partners and prospects.
  4. Build credibility as an expert by contributing knowledge.

Your weekly checklist:

  • Accept invitations you’ve received.
  • Update your status/post content 1-2 times.
  • Recommend, endorse or connect a peer.
  • Contribute to a group discussion.



Real-life sharing rethought for the web.

Who? 500 million users, 235 million active users.

Why it matters: It’s a social “layer” on top of Google’s tools and services, and websites that use the +1 button increase page traffic by 350%.

What works?

  • Create a personal and a business page.
  • Use circles to organize your friends.
  • Use Google hangouts to broadcast events.
  • Connect your Google+ page to your website.
  • Engage with your audience through Google+ Events.

What doesn’t work?

  • Don’t assume it’s the same as Facebook.
  • Don’t turn off automatic sharing/integration between YouTube and Google+.
  • Don’t worry too much about interaction.

The opportunity:

  1. Harness the power of Google Authorship to establish yourself as an author.
  2. Broadcast live to your audience.
  3. Get a boost on YouTube.
  4. Improve your SEO (it’s Google!).

Your weekly checklist:

  • Post 3-5 times, adding value.
  • Self-promote once.
  • Respond to comments, give +1’s and comment on others’ posts.
  • Link any new blog posts to your Google+ profile.


2 More Channels for Social Media Enthusiasts


An online pinboard. Organize and share things you love.

Who? 25 million users (80% female).

Why it matters: It’s the best way to connect to women in your target market, and to share content that’s visual.

What works?

  • Optimize your website and blogs for easy pinning.
  • Curate great content.
  • Cross-promote your boards on other social media.
  • Self-promote in a visual way.

What doesn’t work?

  • Don’t use it if you won’t reach your target demographic.
  • Don’t pin without tracing back to the source.
  • Don’t pin unrelated content.



Capture and share magic or important moments. A fast, beautiful and fun way to share your life with friends and family.

Who? 130 million users.

Why it matters: Instagram just added a video feature—and it’s growing at a rate of 10 million new users a month.

What works?

  • Use hashtags, user mentions, and location tags to boost visibility.
  • Connect posts to other social media.
  • Encourage posting (with hashtags) during live events.

What doesn’t work?

  • Don’t self-promote 100% of the time.
  • Don’t take poor quality images.
  • Don’t post pictures of your cat, 100% of the time.