The Social Media Takeaway - Louise McDonnell

LinkedIn and Twitter for Business Growth with the Tweeting Goddess, Samantha Kelly

• Louise McDonnell • Season 1 • Episode 22

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Have you ever wondered how to turn your social media presence from a chore into a powerful tool for your business?

In this week's episode of The Social Media Takeaway, I am thrilled to welcome Samantha Kelly, an award-winning Twitter expert, social media strategist, speaker, and author, known globally as the Tweeting Goddess. Samantha has graced stages around the world, sharing her invaluable insights on the power of social media and how to make it work for your business.

Join us as we dive deep into Samantha's journey and uncover the strategies that have made her a leading figure in the social media landscape. From her early days of navigating the Twitterverse to becoming a sought-after speaker and consultant, Samantha shares her experiences, challenges, and the pivotal moments that shaped her career.

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Welcome

Louise McDonnell:

to the social media takeaway. I'm your host Louise McDonnell. And today I am speaking to Samantha Kelly and award winning Twitter experts, social media strategist, speaker, and author known as the tweeting goddess. Samantha speaks on stages all over the world about the power of social media and making it work for your business. You're very welcome to the show. Samantha.

Samantha Kelly:

Thank you so much. I love the way you're going to say all over Ireland. Oh no, the

Louise McDonnell:

world, it's lovely. It is all over the world. I just saw you on, yeah, on LinkedIn. You were over in in New York. I was like, Oh, wow. That's so cool.

Samantha Kelly:

It's funny. You know, like once you have wifi, you can go global. That's why I'm always saying it, you know just once you have wifi and you have a skill that people need and people. Want you can go global. So it's not just your own little town or your own little country. You can go global now.

Louise McDonnell:

It's wonderful. Like, I'm based in the West of Ireland, but I'm blessed with high speed broadband. on the first day of COVID, you know, when everything was absolutely, you couldn't let anyone into your house, the guys came knocking from, I think, aircom. And they were like, Oh, would you mind if we came in to install your broadband? And I was like and I don't care. Just come in, install it. So yes, you're right. It's fantastic. Once you've got, connectivity, you can connect to anyone. So Samantha, do you want to tell us a little bit about your, your background and inspiration? Share your journey from starting at the kitchen table to becoming a digital influencer.

Samantha Kelly:

I started really because I had a different business. I started a business when my daughter, she came to that awkward milestone of her first period and I felt sorry for her. She was 11 and I went to the shop looking for. Something to give her like a welcome to womanhood gift or something to make it a bit easier to transition. And there was nothing, there was nothing in the shops and then I started to look online. I barely had a Facebook page at this stage. Personal Facebook profile. And so. I didn't really understand anything about tech or social media, but I just did my research and I realized, hang on, why is there no starter set for girls, blah, blah, blah. And I just decided I would do it. So something I always say to people is, if you can't find what you're looking for, create it yourself. So. I did that and I had no money or anything, but I just did it started marketing the product. When my sister put me on Twitter, so I started using Twitter to market the product and, you know, all loads of opportunities came to me, like journalists are on Twitter and they wanted to hear my story. They wanted to hear about the gift box. And then I was on Dragon's Nest. Dan, which is like shark tank in America. And, you know, it was a show about, you know, pitching your products and, you know, so it all kind of went from there. And that's how my journey into marketing started because I had to market the business and it's small business owners. We don't have big marketing budgets, like the big guys. So it was really important that I got the word out there and I did. And I realized. I had quite a talent for it, which was nice. And I realized the power of storytelling and the power of connections, connecting with people and building relationships through that whole process. And that's where my journey started. I sold that company. And I remember a local hotel here in Wexford, where I live, asked me, would I come in and show them how to use this Twitter thing? Cause they weren't really sure. And so I went in and I showed them and then afterwards they were like, Ugh, would you just do it for us? Like, and I was like, Oh, okay. And I was like, how much do I charge for that? So right then and there, I realized I have a new business here. So I realized that people needed this service where I would actually Run the accounts for them. And so I started doing that and their clicks to say went up 15%, their head office called them and said, how did you get your clicks to sail up 15%? And they said, well, we have Samantha on our account. Like, so that's when I realized, okay, I'm good at this. And I, you know, that's a huge statistic for, for a company. And It was a hotel as well. So their bookings went up 15%. So all I did was I started talking to customers who'd mentioned them before. So I went through their notifications. I went through the people who'd mentioned them before, started engaging. There was one lady, Mary in Tipperary and she'd done a cake sale because a lot of their customers would be over 55, you know, during the week. And I just said, Oh, Mary, they look lovely, blah, blah, blah. So she's like, Oh my God, the hotel is talking to me, you know, and she started engaging. Then she said, Oh, you know, I haven't been down there in ages. I must pop down again. And I said, actually, we have a special offer at the moment. Bam, sale, you know, so that is when I realized the power of actually engaging. With people on social media. So really, that's where it started. And then since then, I've just been, Oh gosh, I'm 10 years. I think now I'm tweeting goddess. I changed my, my first business was called funky goddess. So I just changed my Twitter handle to tweeting goddess. And now I even earn money off Twitter from ad revenue. Because once you go over 5 million impressions, you can actually start earning money. So I don't know, I don't think people know that about X as it is now. That if you are a creator, you can actually earn money from Twitter. I have a subscribe button on my Twitter. I charge 2. 50 a month if you want to be one of my subscribers. And like, I have people that subscribe to me and they just get more retweets, get more attention off me, you know, stuff like that. So it's, it's actually starting to. earn money for me in that way, as well as being an expert in people hiring me to help them use it and run their accounts from time to time.

Louise McDonnell:

Fantastic. I know we're not going to speak all about Twitter today, because I know you've fallen in love with, with LinkedIn as well, but just for the moment for Twitter, like, or X as it is, like, you know, is it dead? Is it declining? Or what's your, you know, you're the, you're the expert in this area. What's your feeling? And if you had any advice to give to Elon, what would it be?

Samantha Kelly:

First of all, it would be acknowledge me. I'm probably as big as brand advocate.

Louise McDonnell:

Bring me in as an advisor.

Samantha Kelly:

But yeah you know, there was a lot of controversy, you know, some people don't like Mr. Musk, Musk, for example, you know, but it's not dead. It's definitely there. There are diehard Twitter fans who are still there and they're still watching. Still buying and they're still customers. I have clients who get sales mostly from Twitter because the demographic is older. So for example there are a lot of grandmothers on Twitter and my mother's 73, she's on Twitter, you know, and. I'm, I'm 53 and I'm a grandmother now. And if I see anything on Twitter that I want to buy for my grandson, I'll get it. just to be aware, it depends on who your audience are, whether Twitter will be dead for you or not, but also it depends on how you are. So if you're giving out and complaining about politics or complaining about whatever. People aren't going to value you if you are adding value. It's like every platform. If you're adding value, if you're engaging with your audience, if you're helping people along the way, you will do really well. If you're not good with people, you won't do well on Twitter, you know. And any social media, I think, but you have to, you have to really be engaged though. You know, you can't, it does take a bit of time, but you know, even just 15 minutes a day, just going in and engaging with other people's content is going to help you. That kind of, I'm sure you'll agree, it applies to most platforms. It's thriving with the creator space because there's so many creators have moved from YouTube over to Twitter because of this creator program they have where you can actually earn money. If you're getting good traction on Twitter, there are a lot of idiots there still, but there's idiots on every platform, but I just stick to my Twitter list. And Twitter lists are something that a lot of people don't realize how powerful they are. You know, you just segment your audience and just, I don't see any of the trolls. I don't see any of the negativity. my feed is so fluffy and nice and kind and lovely and full of value. I remember once I was running a politician's account and I was so glad to get back to my own account. I was like, Oh, thank God, you know, it was just so much nicer, but it really depends on who you're following and what you're engaging with as to what Twitter will show you. So, you know, it's kind of the same for most platforms, I think.

Louise McDonnell:

So for anyone like listening in who maybe doesn't understand what a Twitter list is, what is that? And how can somebody use it?

Samantha Kelly:

Well, a Twitter list is where you can actually find somebody. So let's say you find Louise and you see her lovely content. You can say, you know, I want to actually keep an eye on Louise and just want to see her coming into my feed. You can actually click on Louise's profile. There's a little dropdown and add her to a Twitter list. You can create a Twitter list of favorite people or funny tweeters or, you know, I have a list of Irish gift ideas, which does really well every Christmas. People have told me and sent me gifts. Because they got sales from when I put out the list, the Irish gift ideas list. I have a list of journalists and media and I keep an eye on their tweets because they would, the journal request hashtag is really valuable still. There are journalists from Forbes putting out journal requests on that hashtag. So it really is a valuable platform. If you want to get opportunities. I know the great thing about Twitter is you can add, like, if you see events, I can add the event to my Twitter list so I can keep an eye on early bird tickets and stuff like that. So it's a really good way to segment your audience. So you're not seeing all the noise. I rarely go to my home feed rarely. I would just go to, okay, who can I help today on my Twitter list? So I'll go to my Twitter list. If I've helped one of those journalists, trust me, when they have something that's relevant to me, they'll message me. And it has happened many times.

Louise McDonnell:

I think that's your mantra because Sam, when I know you gave me my first big opportunity to speak on stage and yeah, you did it. The social media marketing summit, it was a long, long time ago now. But yeah, we met at some events and we kept in touch and the next thing you said,

Samantha Kelly:

it was at the ambassador embassy. Yeah. I think

Louise McDonnell:

I remember we met outside there and you just came back and you said, Oh, I'm organizing this. Would you like to speak at it? And I was like, Oh my goodness. And I remember. That was my first big, big, big stage and I remember I was sick. I was sick.

Samantha Kelly:

Oh, were you? You didn't seem to be. You're great. You were brilliant.

Louise McDonnell:

Well, I was sick. I was like, maybe I'll just leave. Yeah.

Samantha Kelly:

But the thing is, Louise, the reason I asked you, like I watch people and that's one thing about Twitter as well and the social media in general. I watch a lot of people and what they're like. And if I see someone and I need a topic covered like you have shown that you were the go to expert in your niche with the value that you add. And this is what I always say to people, if you are an expert in your niche, keep being consistent and show me that you know your stuff. Because if I get asked by a journalist or if I get asked by someone, an event organizer, look, do you know anyone who can speak about AI? I have a Twitter list of AI people and I'm watching them to see who, which one I think would be the best and give the most value, but also who's a good person, right? So I don't want someone on my stage. For example, I went to see lady speaking at an event and I was, I really liked her content, but when I saw her and how she treated people after she got off the stage, she didn't get my. I say, you know, it's really, I do watch people and people are watching all the time they are. So that's why it's so important to, you know, when you're going to put that post up or when you're going to put that tweet up, if you look at my drafts and my tweets, you, it's hilarious. I must actually show you after this, the drafts I have, I'm like, I'm so glad I didn't post that. You know, it's like really interesting. Think, Think, before you post, Think, is this going to educate them? Is this going to inspire someone? Is it going to empower them? Is it going to entertain them? Is it going to make them feel good? I don't want to post something that's going to hurt somebody potentially, that's going to make someone feel, Hmm, I don't really like that what she said, you know, just, you know, think before you post. And, and that's really, I was watching you and watching your stuff and watching what you were putting out. So, yeah.

Louise McDonnell:

Thank you. I also really appreciate it. Okay. Cool. Any last advice for me, Elon, before we move over to LinkedIn?

Samantha Kelly:

Elon needs to engage with the people who are his biggest brand advocates.

Louise McDonnell:

Yeah, cause I have lots of advice that I could give.

Samantha Kelly:

What advice would you give him?

Louise McDonnell:

Oh, I'd have no advice for Elon, to be honest, like is, you know, like Twitter is some place that I have to make myself go to, it's just, I know, you don't, yeah, it's not true.

Samantha Kelly:

Yeah, but you see, it's not everybody's thing as well, but you see, I've built so many valuable relationships.

Louise McDonnell:

You're so good at it. Yeah, yeah. Well, I just, I always found that it. For me, and I just found that I took up too much of my time,

Samantha Kelly:

yeah, yeah.

Louise McDonnell:

Know, so you're just, you're naturally better at that. So no, I wouldn't have any advice for Elon at all.

Samantha Kelly:

I think for Elon, definitely. I don't think communities are great. There's a communities section on Twitter. I don't think it's working well. I would love if he would put Twitter lists into alphabetical order. That would be my biggest one.

Louise McDonnell:

So if anybody is listening from Twitter dash X, please for Samantha, please do that. Okay. So now no more than everyone else. So LinkedIn, you started getting into LinkedIn a few years ago. No more than myself. I just actually find it. It's a brilliant, it's such a good platform at the moment, isn't it?

Samantha Kelly:

Yeah. Yeah. And you know, I was always, most of my followers on LinkedIn came from Twitter. So if I connect with someone on Twitter, I actually look for them on LinkedIn as well.

Louise McDonnell:

Very good.

Samantha Kelly:

Yeah,

Louise McDonnell:

very good.

Samantha Kelly:

The B2B, they're both B2B platforms, and that's another thing to keep in mind. So if you're in the B2B space, like if you want, are selling a service to businesses, they're on Twitter and LinkedIn. Definitely but I find LinkedIn very good at, well, you know what, I find that people are more serious about their business and about actually investing in themselves. And that's lovely for what we do.

Louise McDonnell:

Yeah. What I like about LinkedIn at the moment is that you're still really rewarded for good quality content.

Samantha Kelly:

Yeah.

Louise McDonnell:

Like on Facebook now and even on Instagram, sometimes you can put out really good quality content, but you just don't get rewarded organically anymore, whereas on LinkedIn you do, and people that are on LinkedIn are there for business. So tell me why you like LinkedIn.

Samantha Kelly:

Yeah, well, I, I don't even have the premier. You know, I, I get a lot of engagement on LinkedIn, but I liked, I always liked LinkedIn. I always use LinkedIn. Like I did Twitter. So I, I remember I put up a picture of my daughter playing soccer. She'd just gone to a team and it was a really, and I said, this is why I do what I do. And this is why I love what I do. It was for my daughters and the amount of engagement that was got the most engagement I ever got on LinkedIn. And I went, huh. That's interesting. And I could see that there was a human side, you know, to LinkedIn that people weren't actually delving into. So I started saying, right, I'm going to keep doing this stuff that actually people enjoy on Twitter. Maybe they like it on LinkedIn too. And I just started being myself. It's shown behind the scenes, you know, stuff like that. Like, you know, like I do on Twitter and it's worked so well for me. And then LinkedIn audio and LinkedIn newsletters are so powerful. I have a workshop coming up actually on the 24th. I don't know when this is going out, but I'll probably do another one anyway, if this is, but like, linkedIn audio and LinkedIn newsletters are so powerful because the sound of your voice is really powerful. And it's like having a radio show, but people can actually pop in and come up on stage and join into the discussion, you know, so it's really nice to kind of like what Clubhouse was and Twitter spaces is similar, but I find LinkedIn audio is really powerful. I remember one person jumped into a LinkedIn, audio I was doing. it's just sound, it's not video. So you don't even have to, you can be in your pajamas if you want to do it. And I remember she popped in and then she sent me a message straight after saying, Oh, I didn't even know what that was. That was really cool. What is that? LinkedIn audio, blah, blah, blah. And then she said, actually, we're due a call, did a call. And she's been my client for the past two years from that one. Fantastic.

Louise McDonnell:

And the LinkedIn audio. So tell us about it. So you just go to LinkedIn, set up an audio event and then do you have to push it or does LinkedIn push it for you? Or how does it work?

Samantha Kelly:

Well, it will actually you'll share it to your own post, but then you can invite people. You can invite people to the event. So you can actually click the invite button and invite people. You can invite people by industry, people by location, people by company, and you can invite people in bulk, like if you want to, but you know, I tend to just share it every now and then I share it on Twitter. I share the events everywhere, really, so that people can join from any other platform. Once they're on LinkedIn. But it's really powerful because so you go to the event section, click create event, then click if it's LinkedIn audio or LinkedIn live or an outside link, and then you add your speakers. So if you have a guest, I like to have guests because it makes my job easier. But also it, it, the value that you can get from interviewing the guest and for the audience, it's really powerful. Much more interesting. So I just find them really good. And I actually do that for clients. I host LinkedIn audios for them because sometimes people aren't comfortable like clicking the go live button. And they leave that little bit of handholding, you know, to get them through the first few. And then I let them post their own one themselves. So it's yeah, that's what I've been focused on lately is LinkedIn newsletters.

Louise McDonnell:

So for somebody who doesn't know anything about LinkedIn newsletter, tell us about it.

Samantha Kelly:

But LinkedIn newsletters, if you want to go and see, do you have access, access to LinkedIn newsletters? If you just go as if you're going to write an article and click on write article and then go to the manage button, there's a dropdown and it should say, create a newsletter. So what you do is you create a newsletter because what happens is if you create a newsletter, some of you might get notifications every now and then saying, Mary has asked you to subscribe to her newsletter and you can click accept or decline. So if you create a LinkedIn newsletter, your first edition, every single one of your contacts, it could be from years ago. You could forget you even connected to them. And every single one of your followers will get a notification saying Louise has invited you to subscribe to her newsletter. Now the title is very important because I've been invited to subscribe to John's monthly newsletter. No incentive for me to, Click accept. Whereas if someone said, you know, LinkedIn tips for pros or, you know, something like Louise's Facebook hacks or, you know how to get more sales. I click on that, you know, so I'd probably accept that newsletter. So just be really careful with the title. I just say monthly, but I do them more regularly than monthly. I just tend to do them when something comes into my head that happened or an experience I had or something like that, or just something I have to promote. But I try and add as much value as possible. And every time you do, you do publish a new newsletter, it goes to their email. So I get it in my inbox. And then also every time I do publish a new newsletter. I get more subscribers. So I've, I started with 3000 subscribers. Now I have 5, 000 and something. So, you know, it keeps growing and growing and growing. So it's a really good way to keep your audience engaged, but also to, show your expertise because sometimes it takes a while Before people would actually make that decision to contact you and message it, you know,

Louise McDonnell:

Oh yeah, I'm always saying that And you know, it really depends on the individual and where they are and how much they need your help. You can connect with somebody who just like that goes, do you want to hop on a call? I need help now. And then you can have somebody following you for years.

Samantha Kelly:

Oh, absolutely. I've been watching you for a while. I'm like, Oh my God, she's been watching me since like 2016. But like, I mean, another thing as well with messages on LinkedIn messenger, you can actually send an instant video meeting and do a video meeting as well. You can do video calls. I tend to mix it up a bit. If someone reaches out to me, I send them a little video saying, hope you're well, blah, blah, blah. And it's just that little bit of that extra personal touch, you know.

Louise McDonnell:

Yeah, yeah, it's great. Okay, brilliant. So LinkedIn newsletters. I have a newsletter. I bring it out every week. It's a lot of work. So have your first batch of subscribers, what are your tips then for growing it after that? Is it just down to the content?

Samantha Kelly:

I would just, I'm actually just looking at your, the social media takeaway. Yeah, definitely. I would yeah, I'm looking, I better subscribe. Why did I not?

Louise McDonnell:

So that's the same title as my podcast, so that's, that's why, that's why it's called that. Yeah. I

Samantha Kelly:

share that. I would share my newsletter when I publish it to Twitter. I would say my latest newsletter is out on LinkedIn. I would share it, post it and say, here's my latest LinkedIn newsletter. I talk about this, this and this in it, you know, and the most popular one I did was the three tips on how to get more engagement on LinkedIn. And so it did so well, I've shared it again last week and I got six more subscribers, you know, so it's about repurposing you know, letting people know that you have the newsletter. If someone connects with me new or follows me new, they also get a notification straight away to subscribe to my newsletter. Oh, does that happen automatically? Yes.

Louise McDonnell:

Hmm. Very good. Okay. Very good. Very good. Okay. So if there's somebody tuning in here like this, this podcast is for coaches and consultants. What are the top three strategies you recommend for growing your business on social media right now in 2024?

Samantha Kelly:

Create a LinkedIn newsletter, if you have a LinkedIn account be yourself, do some more videos, you know, people like to see behind the scenes and they like to hear, like, give us a tip. You, you know, your stuff so well, we don't realize how much we know. And sometimes the simplest tip can be the best thing, like how to set up a Facebook page. I mean, you've done that for years and years and years, but yet I think if you did a video on LinkedIn about how to set up A successful Facebook page that might do really well because people on LinkedIn might not have a Facebook page, you know, so it's all about like the most popular video I did was how to pin a tweet and some people didn't know how to pin a tweet and I was thinking, does everybody not know that, but they don't, you know,

Louise McDonnell:

you're right. Like sometimes we're such experts in our fields.

Samantha Kelly:

Yes. The basics.

Louise McDonnell:

Yeah, exactly. So, so one of my clients actually, she's on one of my coaching programs at the moment and she sent me through her ideas for a lead magnet. And I was like, Oh, there's like, there's like 20 lead magnets in this, you know? So I was like, just take it down to something really, really simple. So yeah, you're right.

Samantha Kelly:

The biggest questions you get asked. Think about that. So think about, that's, what's great about the LinkedIn audios, by the way, because people can come up and ask questions and I take note of the questions they ask, blog posts, or that's actually a video, you know? So for example. you were saying about the lead magnets, you know, like my one is how to get more followers on Twitter. Cause everyone asks me that, you know, so it's like, whatever the most common questions are that you get asked, you know, that's the one. To start doing your content around. And it can be chopped up into different pieces. Video, that's one of my tips. Anyway, video. Yes, so start using video. Check out LinkedIn audio events. If you see me doing one, just pop in and just listen and see what's, what it's like. Yeah, the biggest tips though, really just keep showing that you are the expert, keep sharing your knowledge and helping others along the way. It's not all about us, you know, I do that a lot, as you know, I help others along the way, but I'm kind of known for it now, but it kind of comes naturally. Like today I did a post, somebody helped me out this morning and it nearly made me cry. It was such a nice, kind thing that the person did. And I said, how can I, how can I tell people this without embarrassing her? Do you know that kind of way? So what I did was, I did a list of people who've shown me kindness over the years and it's on my LinkedIn. There's, it's a lovely post, but I did a list of people who've shown me kindness over the years. Business people that maybe just listened to me when I had nothing and you know, there was nothing in it for them, you know, just things like that. And so I have a list on my LinkedIn and I had to add a couple actually, cause after I was like, Oh no, I must stop there. But you could edit a post on LinkedIn and do that. But. Kindness is huge, so if you are a consultant or, you know, in business, like share someone else's post, you know, share someone else's stuff and see, just see what happens. You know, you'd be, you'd be surprised. You could really make that person's day and give, get them in front of a whole new audience.

Louise McDonnell:

That is so true. That is so true. That is so true. So what advice would you have given your younger self?

Samantha Kelly:

Don't start smoking, and don't be worrying so much. You're absolutely gorgeous and everything's going to be fine.

Louise McDonnell:

That's nice advice. Okay. So, Sam, tell us, I know you have events coming up. I'm not too sure when this is going out, but where, where can people find you? Like, if you've given so much advice Thank you so much in this, in this episode, and if they want to connect with you to keep getting more advice or to keep finding about, about your workshops, where do they find you?

Samantha Kelly:

On LinkedIn, Samantha Kelly, tweeting goddess on Twitter, tweeting goddess everywhere. Actually, I'm on LinkedIn, I'm on TikTok, but the best way to get me is, you know, Twitter. LinkedIn or Twitter or Sam at tweetinggoddess. com.

Louise McDonnell:

And tell me, where do you think it's all going to go? What about AI? Where do you think this we're going to?

Samantha Kelly:

I think you'll never be able to replace the human touch and empathy and, you know, kindness. Yeah, I don't think you'd be able to replace that with AI. So just use the tools. for helping you do things, but don't use it to do things for you, if you know what I mean. So let's say I wanted to think of another way to say actually I don't work for free or something like that. I'd actually go, how do I say that in a better way? So things like that are, you know another better topic or a better title for something or something like that. So use the tools. Yes. In that way, but don't use them just to write a full article.

Louise McDonnell:

Exactly. No, I totally agree. Okay. So and you started working with Virgin Media.

Samantha Kelly:

Yes, I'm a brand ambassador for the Virgin Media business backing business community. So it's a free community. So anyone that's listening and you want to. Join a free community. It's free. Check out the hashtag backing business, but if you go to Virgin Media or Google backing business, Virgin Media, it's a free community. We have events every month. We've webinars. We have actually one in Croke Park on the 25th of June, and that's a social media event. So it's free once you're a member. So they're really got lots of exciting things planned and lots of opportunities as well. So definitely join the community. Like it's free. And I'm helping guide them with what SMEs need, what topics, who are the best people that would give value. So, you know, it's no harm being on my radar either.

Louise McDonnell:

Connect with Samantha. That's the thing to do. Thanks so much. I really appreciated your time and your expertise here today and I wish you every success for the future. Thanks Louise.