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Session III:Understanding Social Media

Professional Certificate in Digital & Social MediaInstructor: Yadira Galindo galindoyadira@gmail.com

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Session III Overview

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Final project

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•Develop a social media strategy•Define goals and objectives•Pinpoint your audience •Identify potential evangelists/super-sharers•Audit your resources•Establish a social media protocol•Decide which social media tools you’ll use (now and in the future)•Measure results

•Or, a social media analysis•Identify an organization that participates in social media•Describe the org (target audience & message) & its social media

efforts•Comment on four of the following: authenticity, transparency,

ethics, listening/monitoring, outreach/engagement, building conversation/community, strategic planning

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Assignment 3

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Assignment 3:

All students:

1.Post a link to a social media article/blog on something you did not know regarding social media with a short summary of what you took away from this article.

2.Comment on posts by two of your classmates.

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Social Media 101: Facebook vs. Twitter

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Facebook•You can play games•Long notes•Photo albums•Foster personal relationships•Content lifespan can last hours or days•Video chat

Twitter•Short messages•Real time viewing•Breaking news/trending topics•Foster new relationships•Content lifespan or interaction is usually 1 hour•Text chats with large numbers of people

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Social Media 101: Facebook vs. Twitter

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Super Bowl 47The blackout

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Social Media Done Right, Wrong

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Social Media Done Right, Wrong

19Jimmie Johnson - #blameJJ

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Social Media Done Right

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Panda Porn, Redefined: Mei Xiang's Artificial Insemination Live-Tweeted For the World to See

#PandaAI

http://dcist.com/2012/04/storyfied_mei_xiangs_artificial_ins.php

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Social Media 101

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http://pewinternet.org/Reports/2013/Social-media-users/The-State-of-Social-Media-Users/Overview.aspx

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Social Media 101: Pinterest•Fastest growing social network ever. Site had 11.7 million unique U.S. visitors in Jan. 2012, making it the fastest site ever to break through the 10 million unique visitor mark.

•Think of it as a virtual pinboard. Sometimes called an “aspirational social network,” users create, manage and share themed image collections.

•Users can browse other pinboards, re-pin images and like the content posted.

•Popular with American women and, in 2012, it was reported that 83% of the U.S. users were women. In Britain, however, 56% of the user were male and about 10 years younger than in the U.S., where the age range was typically 35-44.

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First prototype launched in March 2010. Co-founder Ben Silbermann said he personally wrote to the site's first 5,000 users offering his personal phone number and even meeting with some of its users.

More on Wikipedia.

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Social Media 101: Pinterest

15http://pewinternet.org/Reports/2013/Social-media-users/Social-Networking-Site-Users/Demo-portrait.aspx

• Heavily more women than men

• Used more by people under 50 years old

• Interesting that this social media tool has more rural users than urban!

• One of the biggest differences in educational status of users as well as income

• Maybe that’s why Pinterest is high on ROI

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Social Media 101: Pinterest

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Anatomy of

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Social Media 101: Pinterest

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Secret Boards

•You can create up to 3 secret boards

•You cannot change existing public boards into secret boards

•Why use secret boards? Pinterest gives you these ideas:

•Create a holiday gift list•Plan a special event•Create a project that is not yet ready for public consumption

How will you use Secret Boards?

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Social Media 101: Pinterest

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Pinterest announces Business Accounts

Like Facebook, Pinterest now has two options, create a personal account or business account.

Business accounts let you do the following:

•Verify your website, so that consumer know to trust you

•Add buttons and widgets to increase engagement

•Learn about case studies

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Social Media 101: Pinterest•Most popular pins of all-time (relatively speaking, of course): food and drink, 29%; DIY crafts, 13.4%.

– Huffington Post, 4/14/2012

•How do you use it? Contests, catalog, sharing recipes, crafts, you name it as long as it is visual!

•Half of users log on daily

•The most repinnable keywords are: recipe, chicken, minutes, bake, cake, cheese, cut bottle, step, mix, favorite, cool, top, butter, chocolate, ingredients, try best, baking, pour.

-TopRank, 01/10/2013

•Fit a popular category: The most popular categories on Pinterest are: home, arts and crafts, style/fashion, food, inspiration/education, holiday/seasonal, humor, products, travel, kids.

-Top Rank, 01/10/2013

•Pinterest allows for Group Boards – you must be invited to be able to pin to it. 15

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Social Media 101: Pinterest

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Why should I use it?• Pinterest has the highest referrals of all other

social media apps• It generates the more sales; users of this network

spend more• Pinterest introduces people to new websites

because of the high sharing rate of its pins• Approximately 80 of its pins are “re-pins” –

translating to high viral activity (good content could spread your name quickly!)

• Pinterest users spend more time on this network than Twitter or Facebook

• The lifespan of a post can last more than one week!

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Social Media 101: Google+•Declared by outlets like the New York Times to be Google’s biggest attempt to rival Facebook, it is actually the company fourth try at a social network.

•In 2013 it reported 135 million users. In 2012 it was 100m with 60 percent daily engagement.

• Are you engaged here?

•Google+ users are only spending 3.3 minutes monthly and trending down. By comparison, Facebook users currently spending 7.5 hours using monthly.

•Single male-dominated (70-30) and geek-driven (top users include students, but also web designers, engineers and software developers). Top countries are U.S. and India. More on demographics.

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Launched in June 2011, Google+ upside includes integration into existing Google products.

More on Wikipedia.

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Social Media 101: Google+•Circles: You use Circles to organize the people you follow (as well as who follows you) on Google+. And you can use Circles to organize your stream.

•Real-time stream: In Google+, the stream flows as new updates are posted. New updates automatically show up at the top of your stream after you log in, and new comments appear automatically as people comment on the posts.

Hangouts: Think of hangouts as group video chat. You can chat, via video, with up to ten people at a time-for work and play! Hangouts goes pro with NFL Hangouts

+1 and SEO potential: Hello. It is Google, isn’t it?

It can help your career?! MediaJobsDaily says yes.

Communities: In December 2012 Google+ introduced this feature which is much like a FB group. Topics range from science to animals, etc.

15http://mashable.com/2013/01/18/google-plus-communities-beginners-guide/

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Social Media 101: Google+How do you use Google+?

•USA Today – Black Friday 2012: What you need to know

•Boosting your career using Google?

•Create circles in your industry

•Use hangouts to talk to people

•Check out Hangouts on Air

•Look good on Video (whether for Google+, Skype, YouTube or anything else…)

•10 Brands Making the Most of Google+

•Hangouts are more than just video conferencing, you can share your desktop and collaborate on documents

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Social Media 101: Google+Why you can’t ignore Google+

•Social Networking

•Content Marketing

•Search Engine Optimization (SEO)

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http://www.steamfeed.com/3-reasons-google-plus-cant-be-ignored/ http://youtu.be/2FOGc8E0gMY

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Social Media 101: YouTube•YouTube is the second largest search app behind Google Search

•We watch 4 billion hours of YouTube per month

•72 hours are uploaded per minute

•YouTube is a Google subsidiary

•You can stream your Google+ Hangout live on Google or archive it there for later viewing

•Your company website may run out of bandwidth if you update your videos frequently, keep them on YouTube for people to watch later

•You can edit videos directly in YouTube

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Social Media 101: LinkedIn•The world’s largest professional social network.

•LinkedIn has 238 million users in 200 countries; 65 percent of users are outside of the U.S.

•3 million companies have pages

•More than 27 percent of LinkedIn traffic comes from mobile devices; in 2011, that figure was 8%

•Most popular industries: Tech, Finance, Manufacturing; most popular job functions: Entrepreneurship, Sales, Operations

•Slightly more men with 63 percent, and the bulk of membership are in age range of 25-54.

•Teens are the fastest growing group, and growing fastest in Latin America, Asia and Africa. Most users in U.S. while fastest growing country is Indonesia.

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Launched in May 2003, LinkedIn’s membership grows by approximately two new members every second.

More on Wikipedia.

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Social Media 101: LinkedIn

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Anatomy of a LinkedIn Profile

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Social Media 101: LinkedInLinkedIn Basics:

1.Write a dynamic headline with a summary on your profile. Use keywords.

2.Use a professional photo that makes you look serious about doing business.

3.Get rid of LinkedIn’s dynamic URL.

4.Make sure to complete your education and experience sections. Again, use keywords.

5.Proofread your profile before saving it. Your profile is a reflection of you, so you want it to look professional.

6.Is your profile public? It should be.***

7.Ask people you know and with whom you have done business to “recommend” you. (More.)

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Social Media 101: LinkedIn

To look like a LinkedIn Pro:

1. Completely fill in your profile.

2. Add connections, and send personalized messages when doing so.

3. Join Groups.

4. Answer questions.

5. Regularly update your status

6.Don’t ignore:1.Company Pages2.Jobs Listings3.Learning Center4.http:resume.linkedinlabs.com

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How does the average executive use LinkedIn?

He or she logs on anywhere from a few times a week to daily, is a member of at least one group, and does not pay for a premium account. (More.)