Marketing 101 for MSPs: Social Media

WHITE PAPER
September 2012

marketing
101 for MSPs:
social media

agility
made possible™

Marketing 101 for MSPs: Social Media

table of contents
executive summary 3

Introduction: The importance and value 3
of social media to the MSP business

Social media ground rules 4

Understanding the main social channels 8

Leveraging tools that streamline 14
social media efforts

Developing a social marketing program: 16
9 steps to success

Conclusion 18

About the author 19

2


executive summary
Engaging in social media can be a highly effective way for MSPs to boost their market presence,
expertise and market share. However, success in social media initiatives is anything but assured; it
takes developing a sound strategy and executing on a sustained basis to yield dividends. This paper
provides the background and guidance MSPs can use to build an effective social media strategy, one
that yields real business results.

Introduction: The importance and value of social
media to the MSP business
With more than 900 million active users of Facebook, 140 million active Twitter users and 160 million
LinkedIn members, there’s no denying the prevalence of social media in the lives of an increasingly
significant portion of the world’s population.

This paper is written for MSPs that have little or no social media presence today. It is intended to help
in determining whether now is the time to initiate a social media initiative, and how to get started if it
is. Before moving your MSP business into the social domain, it is important to have a strategy and plan
in place. As opposed to detailed, tactical guidance on each specific social channel, this paper is
intended to help in developing an effective strategy and plan that is aligned with your business and its
objectives. In the following sections, you will find some ground rules for engaging in social channels
and background on some of the key channels and tools available. Finally, we provide nine steps for
building an effective social media strategy.

What about for your MSP business, though? Does it make sense to leverage social channels, and, if so,
how? First, in determining whether to engage in social media, there is a lot of potential upside, and
following are just a few of the objectives you can realize:

• Establish your people as trusted experts in your markets.
• Build market awareness for your company and its offerings.
• Establish and enhance communications with customers and prospects.
• Get better informed of market trends and status.

On the other hand, engaging in social media can present challenges and isn’t right for every
organization. Most significantly, social media represents a time commitment for your staff,
and it can be hard to quantify the full effect this engagement ultimately has on your business.

This paper is written for MSPs that have little or no social media presence today. It is intended to help
in determining whether now is the time to initiate a social media initiative, and how to get started if it
is. Before moving your MSP business into the social domain, it is important to have a strategy and plan
in place. As opposed to detailed, tactical guidance on each specific social channel, this paper is
intended to help in developing an effective strategy and plan that is aligned with your business and its
objectives. In the following sections, you will find some ground rules for engaging in social channels
and background on some of the key channels and tools available. Finally, we provide nine steps for
building an effective social media strategy.

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Figure A.
The massive activity
that takes place in
social channels every
minute represents
a huge opportunity
for MSPs.

Social media ground rules
Start with realistic expectations
When planning your social media initiative, it’s important to start with clear, realistic expectations that
are based on a solid understanding of the strengths and weaknesses of social media compared to other
activities. For example, social media can be an ideal way to build a dialog, one that can progress along
multiple touch points. These media represent a great way to cultivate prospects and build a relationship
that can ultimately pave the way for them to become customers.

That said, social channels and efforts may not directly deliver lead conversions. This is one reason
why it is difficult to quantify the value of these efforts. In fact, it’s better to look at social media as a
component of a lead generation program rather than a stand-alone or primary source of leads. Further,
social media isn’t suited to replace any of your existing lead generation efforts, rather it can complement
them and can make them more effective. Ultimately, if you focus solely on social media and neglect
other efforts, you are likely to be disappointed.

4


These media Establish measurable objectives and baselines, and track results
represent a great As with any significant undertaking, when engaging in a social media initiative it’s important to start
way to cultivate with a clear understanding of your objectives and to have a plan for tracking your progress towards
prospects and those objectives. For example, one of the key potential benefits of a social media program is a
build a relationship significant increase in website traffic. If this is one of your objectives, get a good picture of what your
that can ultimately current site traffic looks like, and track how those numbers change. In this effort, website tracking tools
pave the way for like Google Analytics are essential. (See more information on Google Analytics in the “Leveraging Tools
them to become that Streamline Social Media Efforts” section.)
customers.
As mentioned, social channels shouldn’t be viewed as a replacement for other lead generation
programs, however they can help augment these efforts. A good way to gauge the impact of social
campaigns on lead generation programs is to benchmark your current efforts, then integrate social,
measure again and calculate your gain or loss.

Understand and embrace the culture you’re entering
Before engaging in social channels, it is important to understand their cultures. For example, many
Twitter users rely on their Twitter stream to stay informed and keep current on the markets and topics
they’re interested in. Getting direct marketing pitches in their stream detracts from those ends and
creates a negative impression. If you post a link on Twitter that goes directly to your services marketing
page, people will often get irritated.

Figure B.
The proliferation of
platforms for online
communication,
including social media,
have fundamentally
changed the way we
gather, share, process
and use information.

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On the other hand, you can post links on Twitter that point to a new blog post that offers valuable
content that readers will find relevant. If they enjoy the post, readers may take the time to dig deeper
into your site and learn more about your company and services. They may ultimately call to request a
consultation or sign up for a webinar, but this has to happen at the reader’s pace and may not take
place immediately.

It is also important to foster the adoption of this culture inside your business. The more people within
your organization that start to value and participate in social media, the stronger the commitment will
grow. This can be critical for a couple reasons:

• First, many of the biggest benefits of social media engagement take time to realize. The stronger
commitment an organization has, the more likely it is to see the effort through to enjoying the payoff.
• Second, one of the biggest keys to your success with social media will be your ability to enable
advocates to act on your behalf. Your employees are your strongest advocates, and a corporate culture
that encourages their participation will be of tremendous help. Further, their involvement can also
help attract and empower external advocates.

To be effective in Content is king
social channels, First and foremost, social media is about content. To be effective in social channels, it’s important for
it’s important for MSPs to start by providing readers with valuable content that engages and attracts. As opposed to
MSPs to start by traditional communication channels in which content is broadcast or “pushed” out to target markets,
providing readers in the social realm it’s a matter of delivering value that “pulls” readers in and engages them.
with valuable Your organization can create and curate content, meaning if someone else creates a useful asset, you
content that can share it directly through your social channels or make it your own by assembling or packaging it in
engages and a way that is more accessible and valuable to your target audience. This is frequently done with surveys
attracts. or research results. When taking this approach, don’t forget to give attribution to the original source.

Creating content may at first feel overwhelming, but it doesn’t have to be. In fact, you are already
doing it. If you write emails or create marketing collateral, you already have content that you can
repurpose relatively easily for social channels. As you progress with your social media efforts, you will
become more aware of opportunities to create content. It will become natural to create social media
counterparts for many of the traditional assets you create. For instance, a white paper may easily be
converted into a slide presentation, stripped down for a single blog post or turned into a series of posts.

Understand the effort required—don’t overcommit
Engaging in social channels requires an investment of time and effort. That’s why it’s important to
start with realistic plans, and only commit to efforts that are feasible given the resources available
within your organization. People often think it’s easy to go and build a social presence, but social
media requires both upfront and ongoing work. To do it right, you have to develop or curate content,
monitor channels and engage in ongoing conversations. (See the section on tools below to get
information on resources that can help make this effort easier and more manageable.)

It’s good idea to phase in efforts. Start with what is most natural and add pieces to the puzzle as
resources allow. Toward that end, look at the people in your organization and their talents and interests
in light of your upcoming social media initiatives. Who is already very active on social networks? Who
takes photos at events? Who writes well? Who has the experience and aptitude to be a good instructor
on topics relevant to your markets? Assessing your existing resources is a great way to understand your
strengths and weaknesses, and your assets and gaps, so you can build out your social media plan accordingly.

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Don’t do less than the minimum
While you have to be judicious in the upfront commitments you make to your social initiatives, it is
also important that you put forth the effort needed to give your business the best chances of success. A
big part of this stems from maximizing the synergies that can be gained by coordinating efforts across
multiple channels.

For example, say an engineer in your operations group just completed a useful, how-to slide deck. Your
team could post that slide deck to SlideShare and post a tweet that links to the deck. You could also
write a blog post on the topic, and embed the deck directly into the blog post. This same slide deck
could also be featured in an update to your company’s LinkedIn profile and posted to relevant LinkedIn
Groups. By having these various channels working together, you can get the maximum utility out of
each particular resource your organization produces, and establish a social presence that delivers
maximum value to your business.

Ultimately, you should view these different channels and platforms not as isolated tasks, but rather as
different components of an integrated effort that represents your business’ social media presence.

One of the cornerstones of a social media program is a company blog. Other channels we’d describe as
critical baseline requirements would be Twitter, LinkedIn and SlideShare. In fact, if your organization
doesn’t have the time and resources available to create and support a blog on an ongoing basis, it may
not make sense to pursue a social media initiative at all. A blog is one of the fundamental ways to tell
a story and to deliver useful content, which is key to success in social media.

When done most effectively, the blog is also an entry point to your website that does not feel like
“marketing”. Ultimately, as stated earlier, you want to get people to connect with you and your
message and advocate on your behalf. Blog content that conveys thought leadership can be very
effective at generating advocacy and differentiating your organization in your market. People may be
staking their jobs and reputations on the decision to go with your company and services; they want to
go with a thought leader. Your blog can help give them the reassurance they need.

Figure C.
An example of a tweet
and an associated blog
post, which features
an embedded You
Tube video.

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The opportunity and threat: social channels and your business’ brand
The ease and speed at which sentiment is shared through social media has significantly changed the
nature of a company’s brand, and this has profound implications for your business. In years past, a
company built its brand through things like corporate identity, company logo, tagline, editorial and
design styles, and so on. Today, a better way to think about your brand is that it is a gut feeling that
your markets have about your product, service or company. This gut feeling is the cumulative effect of
all interactions a person has with your business, whether on a website, with product packaging, on the
phone with a sales representative, in discussions with friends and colleagues, what your competitors
are saying and what they witness on social channels.

Social media has dramatically amplified the reach and influence of what people say. Through social
channels, brands can be built, reinforced or damaged—all with unprecedented speed. By participating
in social channels, you’re better positioned to shape your brand and its ability to impact the bottom
line. On the other hand, if you ignore these channels, you miss out on this opportunity, and may not
even find out about a negative development until it’s far too late to do anything about it.

Understanding the main social channels
Following is an overview the main social channels your organization could be engaging in.

Blog
As mentioned above, a corporate blog is an optimal way to publish content, and is a critical foundation
for a successful social media presence. It’s also important to note that your blog—by being a location
for topical content and the target of incoming links—can be a big benefit to your organization’s search
engine optimization (SEO) efforts. This can represent a huge marketing boost for MSPs.

While the prospect of building and supporting a blog can be a daunting undertaking within a resource-
constrained MSP, you don’t need to be intimidated. The bottom line is that if you can send emails, you
can blog. While your blog should be professional, it should also come across as personal rather than
corporate and stiff. This is the place on your website that you can convey your people’s personality. It is
good to share opinions and to be controversial, as long as you are always respectful.

The blog can feature your thoughts and those of other team members. Often, a blog post can be short
paragraph commenting on what’s going on right now, whether with your customers, inside your
organization or in the market at large. Further, you can partner with others on your team, or enlist the
help of outside resources. Following are some other considerations.

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Figure D.
Examples of
prominent MSP blogs
include those from
OpSource (www.
opsource.net/blog),
PEER 1 (www.peer1.
com/blog), SoftLayer
(blog.softlayer.com/)
and Logicalis (www.
cxounplugged.com/).

• Attribution. Generally, the best strategy is to attribute blog posts to specific individuals, the people
your organization wants to establish as thought leaders. For some organizations and circumstances, it
may make sense to have posts attributed only to the company, which can provide added flexibility as
teams and contributors change over time.
• Schedule. Try to establish a consistent schedule that works for your team. It could be twice a week or
once every two weeks. The key is to keep some consistency to the schedule so readers see regular activity.
• Length. Your blog posts can often be brief, one or two paragraph “opinions” if you’re commenting on
recent developments or news. For more substantive subjects, length could be as long as 400-500 words.
• Topics. Try to focus on topics of current conversation in the IT industry or, if you specialize, the
specific target vertical or technology you’re involved in.

9


Social Channel Overview

Channel Primary Functions
Blog Provides potential for search engine optimization, helping
to generate traffic from organic (that is, not paid) searches.
Helps to estabish credibility and thought leadership. Acts as
a central location for content and supports branding.

Twitter Content distribution, helping point traffic back to your blog
or other channels. Provides real-time conversation, extending
brand visiblity and reach. Establishes thought leadership.

LinkedIn Enables building professional network. Functions as digital
outpost for your company and products. Offers SEO benefits,
distribution channel, brand visibility and reach.

Facebook Digital outpost for sharing the fun (personal) side of your
company through pictures and other content.

SlideShare Enables you or your customers, prospects, or allies to view
and share your presentations, download them, and embed
into other websites.

YouTube Enables you or your customers, prospects, and allies to
watch and share your videos and embed into other websites.

Twitter
Twitter can be thought of as an economy of links. Links shared in tweets represent the real value being
exchanged on Twitter, a platform that enables fast, broad distribution of links to content.

If you include a link in your tweet that goes to your blog, and can get others to retweet it, that blog
post’s visibility will spread, enhancing the reach of your content and its potential value. There’s an
inherent reciprocity effect on Twitter. People will retweet your links because you’ve retweeted theirs,
and vice versa. Over time, if you establish and cultivate these relationships on Twitter, when you have
content to share, you can exponentially increase the reach of your message.

Another of Twitter’s biggest benefits is that it can be invaluable in keeping you up to date with what’s
happening in your markets. By following the right people, you can get more informed and keep your
knowledge current. This information can also provide rich fodder for your own content development. As
you start seeing what’s important to your audience, you’ll be better positioned to have more intelligent
conversations and produce more pertinent content.

10


Figure E.
Posting tweets that
include links to blogs
and other content can
be a great way to
boost the visibility
of those assets.

As you start seeing While volumes could be (and have been) written on this topic, following are a few of the most
what’s important important considerations to bear in mind as you begin engaging with Twitter:
to your audience, • Keep the target audience in mind. As with any message, the more it’s targeted to a specific
you’ll be better audience, the more effective it will be.
positioned to have
more intelligent • Leave room to retweet. Given the inherent character constraints of Twitter, it’s important to keep in
conversations and mind that when others retweet your post, additional characters may be added. By leaving room to
produce more accommodate these additional characters, you can ensure that your original message doesn’t get truncated.
pertinent content. • Be provocative. Effective tweets should grab the reader’s attention. Phrase things in a unique,
thought provoking way. The more effectively your posts accomplish these objectives, the more
attention they will grab and more frequently they will be retweeted.
• Use hashtags. Hashtags, words within tweets that are preceded by the “#” symbol (for example,
#ITSM), are used to categorize your tweet so it is easily found when searched. By using hashtags, your
tweets will show up in users’ Twitter searches and be more easily found by people who follow certain
topics on Twitter. This extends the reach of your tweets far beyond that of your follower base.

LinkedIn
LinkedIn is the de facto site for professionals looking to keep in touch, and the destination for finding
people and businesses. It is quickly becoming the “professional’s social network”, a place where
professionals partake in online conversations about their industry and work. Given this channel’s
business focus, user growth, and new product page capabilities, LinkedIn represents an increasingly
valuable marketing channel for MSP businesses. Further, LinkedIn is about to add some new features
for company profiles, including segmented status updates and follower statistics, that will significantly
enhance this channel’s effectiveness for marketing MSP businesses.

One of the benefits of LinkedIn is that it does not require much time to set up or maintain. You can
create a page for your company and highlight your products and services. Your team members can set
up their own profiles, highlighting their relevant experience and the roles they play at your company.
When prospects do a Web search for your people or business, those LinkedIn listings are often the
results that appear near the top.

11


Figure F.
The Modern IT
Professionals group
on LinkedIn can be a
good forum for MSPs
to get connected,
share insights and
keep informed.

LinkedIn Groups represent another potentially beneficial aspect to your social presence. These groups
enable you to participate in a number of targeted communities, and, if resources permit, even create a
community of your own. Participation in these groups further enables you to demonstrate your
leadership and drive viewers back to content on your blog.

If you’re thinking about forming a group, bear in mind that, rather than having it focused on your
company name, you’d be better served by setting up a group focused on a topic that your target
audiences are interested in. For example, within your key enterprise accounts, many of your primary
prospects may be interested in the topic of IT outsourcing. By creating a LinkedIn group associated
with that topic, your prospects and customers may be interested in joining, giving you a channel to
establish a dialog, share insights, foster discussions and more.

It may also make sense to participate on groups established by vendors and partners. This gives
more credibility and visibility to your business and people, and helps extend your reach. For example,
CA Technologies established a group on LinkedIn called “Modern IT Professionals”, which may be a
useful group to follow and participate in.

12


Figure G.
Once you’ve posted
your presentations on
SlideShare, it is easy
for others to view
and share these
assets, which can
dramatically expand
their potential
viewership.

SlideShare
SlideShare is an important site that makes it easy to spread awareness of presentations your team has
produced. Once you’ve posted a deck on SlideShare, you can feature links to that new asset in tweets,
embed it directly in your blog posts and Web pages or share on other social networks. Further, given
LinkedIn’s purchase of SlideShare, you can expect there to be greater synergies between those two sites
in the future. Already, LinkedIn has a SlideShare application that allows you to post your presentations on
your LinkedIn profile, and we can expect to see additional SlideShare functionality in LinkedIn moving
forward. Another important consideration is that SlideShare makes it easy for others to share your slide
presentations with their contacts, which can help dramatically extend the reach of your assets.

YouTube
YouTube represents a powerful way to get widespread visibility of your video content, which can be one
of the most powerful mediums. As opposed to other channels, video can command more attention and
convey a more powerful message. On the other hand, video can be one of the most difficult media for
companies to get right. Getting video right isn’t necessarily about high production values. Getting video
right on YouTube has more to do with coming across as being authentic and credible. It is better to
create video that delivers value to your audience rather than a sales pitch. The goal is to generate
interesting content and create provocative, keyword-rich titles that encourage views. For each video,
it’s also important to add a keyword-rich description and use tags that establish links to your other
videos and to other related and highly regarded videos on YouTube.

Following are some examples of the types of videos you can create and post to YouTube:

• Reports from conferences and events.
• Screen captures and demonstrations of your products or services.
• Conversations with your staff.
• Interviews with customers and industry luminaries.
Another important factor is that search engines consider video to be highly valuable content.
Consequently, posting videos on your site can boost your page’s search rankings. However, to reap this
benefit, make sure your video’s titles, descriptions and tags include relevant keywords.

Most videos on YouTube can be embedded into your Web pages or blog posts. Consequently, you can
use others’ videos on your site, and you still get the SEO benefit. Just make sure to include some
relevant copy to go along with the video

13


Facebook
With its huge global user base, Facebook is clearly an important social channel, however, it isn’t
necessarily one we’d recommend most MSPs focus on initially. By and large, people use Facebook for
their personal lives, and while some companies are using their Facebook presence to effectively build
their brand, most of these companies tend to be consumer brands that people want to associate with.

There can be benefits for an MSP in pursuing a presence on Facebook, but the ideal strategy will
probably be more about focusing on the lifestyle aspects of the IT or business team members you are
targeting, and trends and products they’re interested in personally, rather than the specific services
provided by your MSP business. The goal here is to get people to like your Facebook page and see that
you share common interests and, when the time comes, they will be predisposed to buy from you.

Leveraging tools that streamline social media efforts
Managing your business’ social channels can require a significant time commitment, but there are a
range of tools that you can leverage to make the process more effective and efficient. Following are
some of the most significant alternatives.

Social media client: Hootsuite
With social media clients like Hootsuite, you can use a single tool for tracking and interacting with
multiple social channels. You can get visibility into relevant information being shared, get a broad,
up-to-date picture of what is happening and address your most important tasks—all from one place.
For example, if someone posts a negative tweet about your company, you can immediately find out
about it, and perhaps enlist allies of your organization to voice support or counter a claim.

Figure H.
Through the Hootsuite
interface, you can
quickly scan relevant
activity and take care
of the most pressing
social media tasks.

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Content discovery and curation tools: google reader, zite, flipboard and others
Content curation represents a big part your social media efforts. RSS readers like Google Reader and
many other tools, such as Zite and Flipboard, offer invaluable assistance in this regard, making it easy
to subscribe to digests of the sites and topics you care about, and get customized feeds of that
information in a convenient, easy-to-review format.

Amplification and advocacy: GaggleAMP
As your business builds a team of advocates, both within and outside the organization, tools like
GaggleAMP make it easy for advocates to take action and coordinate efforts. This kind of tool can help
extend your business’ reach, influence and credibility in your markets.

Analytics: Google Analytics
One of the key goals for social media is to improve website traffic. Leveraging insights from Google
Analytics is a vital way to measure the impact of your social media efforts in furthering these goals.
Initially, you should identify measures that you’re looking to improve through social channels, establish
baselines and then track results over time to identify trends and measure changes.

Figure I.
Google Analytics can
provide the metrics
that are vital to
measuring the results
of social media
programs.

Google alerts and competitive intelligence
Tools like Google alerts, Sysomos, Radian6 and clearCi are important for keeping up to date on news
that you care about, whether mentions of your company, competitors, vendors, customers or keywords.
The immediate nature of the information and insight you gain from leveraging these tools can be
Simply deciding particularly effective in helping you keep on top of what is being said about your organization. They
that you want also enable you to respond to threats or capitalize on opportunities as soon as they arise. Additionally,
to engage in keeping on top of what the competition is saying and doing is vital as you work towards differentiating
social media your company and its content in the marketplace.
isn’t enough.
Ultimately, you Bookmarklets
don’t want to Bookmarklets enable you to extend the functionality of Firefox, Chrome, Safari and Explorer Web
spend time on browsers to streamline a host of content curation efforts. For example, you can use the Bit.ly
efforts that don’t bookmarklet while browsing any Web page to tweet a link to that webpage, along with whatever you
provide some kind want to say about it. You can do this with two clicks andwithout ever leaving that page. Similarly, the
of return for the LinkedIn bookmarklet allows you to send a LinkedIn update and post to numerous LinkedIn groups
business. with just two clicks.

15


If you have prior
presentations that
Developing a social marketing program:
provide useful 9 steps to success
background
Step #1: Secure your name on social channels
information,
update and tailor It’s a good idea to sign up on all key social channels as soon as possible, even if you don’t have plans
those slides for to use them right away. While you may be limited in terms of names available, if possible, try to
your target establish naming consistency across channels. At Nimsoft, our Twitter account is “@nimsoft”, our
audience and LinkedIn page is “Nimsoft”, and one of our YouTube channels is called “Nimsoft.” This kind of
distribute them consistency can help make it simpler for interested parties to track your company down across its
on SlideShare. various channels.

Step #2: Determine goals
Next, it’s important to specify what you want to accomplish with your social media initiative. Simply
deciding that you want to engage in social media isn’t enough. Ultimately, you don’t want to spend
time on efforts that don’t provide some kind of return for the business. That’s why you need to
establish concrete goals: what do you want to accomplish and how do you measure results.

This could be complex, but you can begin by measuring some key performance indicators that are
representative of the health of your business: website traffic, blog views, visits to your company’s
LinkedIn page, webinar attendance and downloads or views of white papers or other content. Later, you
can begin to correlate, or better, show causation between certain social media campaigns and business
goals such as leads and sales. On a monthly basis, you want to measure progress against your
objectives, assess the time and effort invested and adjust your plan according to what you learn. After
six months, conduct a more in-depth review and determine if the effort is worth the return. Keep in
mind that the effect of brand lift is not easily measured, and that it may take some time to realize the
full effect of your social media efforts.

Step #3: Determine which channels to participate in
As outlined above, the minimum social media presence that we would recommend is hosting a blog
and participating in LinkedIn, Twitter and, if possible, SlideShare. Think twice about embarking on a
social media program if you can’t invest the time required to support a blog and these core social
channels. If and when resources permit, consider adding YouTube and Facebook. There are inherent
synergies to be enjoyed when coordinating efforts across these channels, which can ultimately
maximize the effectiveness of your efforts. However, you ultimately need to determine what the right
mix is given the skill sets, resources and team members you have to work with, and commit fully to
those channels selected.

Following are some additional considerations in selecting your channels:

• Go where your audience is. Both initially and on an ongoing basis, it’s important to find out what
social media channels and platforms your target audience relies on. You may want to solicit feedback
from your customers, either informally or through a more formal survey. Depending on the
preferences and usage patterns of your target market, you need to adapt your strategy to ensure your
efforts are aligned with the people you’re trying to communicate with.

16


• Identify and influence influencers. It’s important to identify the key influencers of your target
audience. Who are the bloggers your audience reads and respects? Which analysts’ Twitter accounts
have the biggest following among your targets? What organizations do these readers pay attention
to? Try to understand who these influencers are and start engaging with them. Some of this may be
obvious and some will come to you as you engage in your efforts over time. One of the best things
that can happen is that you turn an influencer into a vocal advocate of your company. This is the type
of benefit that is hard to directly quantify.
• Deliver the media your target audience likes, through the avenues they prefer. Depending on the
audience you’re trying to reach, there may be clear preferences in terms of how they prefer to gather
and take in information. Beyond the various social channels available, there may be some clear
patterns that emerge, depending on the demographics of your target audience. Some groups may
prefer downloading and reviewing PDFs, others may be used to scanning slides, and others may be
most fond of video. The better you understand these preferences, the more effectively you can align
your asset development.

Step #4: Take inventory of your resources
Depending on your prior marketing efforts and investments, your organization may have a number of
existing assets that can be leveraged. To streamline efforts and maximize effectiveness, it can be a big
benefit to take stock of your existing resources and repurpose them. If you have prior presentations
that provide useful background information, update and tailor those slides for your target audience and
distribute them on SlideShare. If you’ve developed insightful white papers, break that content up into a
series of blog posts. After an assessment of the resources available, you can also identify gaps and
establish priorities for future asset development.

Step #5: Establish your content mix
Social media engagement represents a mix of listening, monitoring, dissemination, and, perhaps most
importantly, content creation and curation. The resources and skill sets within your organization will go
a long way toward determining how much new content you create, versus how much you curate. The
benefit of curation, that is, sharing others’ content, is that you gain association with great resources
that can help establish you as an industry authority. You may also leverage others’ content by
repackaging it for your target audience. Just make sure to give proper attribution and add your own
voice or commentary.

Step #6: Give your social presence visibility
This may sound harder than it is. It simply means making it easy for your target audiences to find you
and share your content on social channels.

First, once you’ve established your presence on various social channels, you’ll want to feature links to
these channels on the about us page and other appropriate pages on your website. Also include them
on other marketing content like brochures, business cards, email signatures and so on. This is a vital
first step in building awareness and viewers for these channels.

The second part is to add widgets to your website that streamline and increase sharing. Similar to the
bookmarklets mentioned above, this makes it easy for visitors to share your webpages with a single click.

17


When adding these widgets, it’s important to be selective. While browsing websites, you may come
across “share this” links that reveal a list of dozens of places to share to. This kind of volume can
backfire, confusing viewers and actually inhibiting their engagement. In this regard, less may be more.
Often, it’s much more effective to give a limited number of options, and do so in larger, single-purpose
buttons, which provides quick, easy and visually compelling ways for your visitors to share your
information to those places you feel are most important. If they really want to share to a second tier
network, they will likely do it anyway.

Step #7: Focus on storytelling
One of the cornerstones of social media is story telling. You want to be sharing experiences, insights
and anecdotes with your audience. Whether you want to educate, inspire or engage, the best way to
communicate is through crafting a narrative that resonates with your targeted readers. The more you
understand your audience, what they care about, what their concerns are and so on, the more
compelling stories you can tell. Also, a big part of this is understanding which media, whether slides,
videos, infographics, blogs or other platforms, are the best way to tell the story, and using the right
tools to disseminate this information.

Step #8: Build a team and establish roles
Here again, the size of your team will dictate the scope of this effort. The more people involved, the
more important it becomes to establish clear roles among participants. It’s important to establish
accountability and responsibility to ensure no important tasks

go undone, and, just as importantly, that people don’t end up repeating efforts. This becomes critical
as opportunities to engage on social channels may have a short window of opportunity. Plus, if threats
should arrive, they should be dealt with immediately. Further, consistency is an important element of
social media success. Creating roles and personal responsibility helps to support consistent output and
voice, and reinforces your brand.

Step #9: Establish social media policies
Developing policies can help ensure consistency in your social media efforts. If there’s just one person
within the organization managing these efforts, these policies can be more of an informal set of notes.
If several team members are involved, it is worthwhile to develop more formal standards. Either way,
it’s good to document policies and the rules of engagement, and revise them as needed on an ongoing
basis. This helps set the stage for improved consistency and efficiency.

Conclusion
If your MSP business hasn’t yet tapped into social media, there’s a huge amount of potential upside
you can gain by doing so. However, these benefits won’t come without investing the time and effort
required, they won’t come overnight and they won’t come unless you have a sound strategy in place.
By leveraging the approaches outlined above, you can implement a social media strategy that sets the
stage for significant, and long-term value that ultimately yields bottom-line benefits.

For more information, please visit ca.com/nimsoft

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About the author
Andrew Mueller is the CEO and Chief Strategist at Mueller Company, a consulting firm focused on
helping clients leverage emerging digital technologies. Mueller advises senior executives and their
teams in digital strategy, social media, branding, communications and corporate culture. Over his
career, Andrew has designed and implemented successful marketing strategies and tactics for Fortune
500 companies and smaller businesses, specializing in the use of social media to build brand, generate
leads and to enhance knowledge flow within the corporation. An active speaker and author, Andrew has
been quoted in the Wall Street Journal, was invited to speak as a guest lecturer at USC, and has been a
frequent blogger for Silicon Angle. Andrew ranks among the top influencers on social ranking sites in
such categories as social media, marketing, branding, and startups. Additionally, Andrew is Co-founder
of TechRaising, an organization based in Santa Cruz, CA that fosters technical collaboration and
innovation in local communities. Connect with Andrew on Twitter and LinkedIn.

CA Technologies (NASDAQ: CA) provides IT management solutions that help
customers manage and secure complex IT environments to support agile
business services. Organizations leverage CA Technologies software and
SaaS solutions to accelerate innovation, transform infrastructure and secure
data and identities, from the data center to the cloud. Learn more about
CA Technologies at ca.com.

Copyright © 2012 CA. All Rights Reserved. One CA Plaza, Islandia, N.Y. 11749. Nimsoft is a trademark or registered trademark of CA. All other
trademarks, trade names, service marks, and logos referenced herein belong to their respective companies. CS2884_0912

Marketing 101 for MSPs: Social Media

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