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Session II:Beginning Social Media

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

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Session II Overview

Session I Review

Assignment I Review and New Assignment

SM 101: Facebook

SM 101: Twitter

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Session I Review• Social media will help you enhance your online brand and expand your reach• Develop a social media strategy and protocols

• Define goals and objectives• Pinpoint your audience • Audit your resources (I mean really audit!)

• Engage your audience; communicate, don’t talk to them• Your profile is your first impression, design it wisely

• Choose a photo that captures the you that you want people to see• Who thinks they have a unique photo that portrays them/brand well?

• Choose your username equally wisely• Who has a name that was already taken? What did you use instead?

• Ensure your bio is current and fully filled out.• What elements should you include for a good bio?

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Where do you draw the line?And, social media etiquette• Private vs. Personal vs. Professional

• How do you balance?• Or do you keep separate accounts?

• Apps requesting personal data• Birthday• Family members• Cell phone numbers

• Social media etiquette• Language• Photos• Credit where credit is due• Sales pitch• What about follow back?

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Assignment 2Assignment 2:All students: 1. Post a link to a social media article/blog on

something you didn’t know regarding social media with a short summary of what took away from this article.

2. Comment on posts by two of your classmates. 3. Create a Twitter account. Fill out bio, photo, etc.,

follow me so I know you’re there and just explore

Social Media 101: Facebook

• Yeah. You know what it is.

• In 2012, Facebook announced it reached 1 billion users any day now; approximately 80% of monthly active users outside the U.S./Canada.

• Service is largely private, with access granted by user and privacy setting managed on personal level.

• People 45 and older make up 46% of Facebook users, 57% have completed some college and more women than men.

• Facebook made its public offering (value: $100 billion) in 2012, but if you follow the news it hasn’t been living up to financial expectations.

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Facebook was founded in February 2004. Back then, it was only available to students at Harvard.

More on Wikipedia.

Social Media 101: Facebook

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Anatomy of Facebook

ProfileProfiles (Timelines) represent individuals and must be held

under an individual

Groupprovides a closed space for small groups of people to communicate

about shared interests

Pageallows an organization, business, celebrity or band to maintain a

professional presence

Social Media 101: Facebook

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• Groups provide a closed space for small groups of people to communicate about shared interests.

• Groups can be created by anyone.• Privacy: In addition to an open setting, more privacy settings

are available for groups. In secret and closed groups, posts are only visible to group members.

• Audience: Group members must be approved or added by other members. When a group reaches a certain size, some features are limited. The most useful groups tend to be the ones you create with small groups of people you know.

• Communication: In groups, members receive notifications by default when any member posts in the group. Group members can participate in chats, upload photos to shared albums, collaborate on group docs and invite members who are friends to group events.

Group members get notified about all new posts in a group unless they choose to restrict their group notification settings.

If group privacy is set to Closed or Secret, only group members will be able to see things that get posted in the group.

Social Media 101: Facebook

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• Pages allow real organizations, businesses, celebrities and brands to communicate broadly with people who like them.

• Pages may only be created and managed by official representatives.

• Privacy: Page information and posts are public and generally available to everyone on Facebook.

• Audience: Anyone can like a Page to become connected with it and get News Feed updates. There is no limit to how many people can like a Page.

• Communication: Page admins can share posts under the Page’s name. Page posts appear in the News Feed of people who like the Page. Page admins can also create customized apps for their Pages and check Page Insights to track the Page’s growth and activity.

• Be careful! I’ve heard many stories of people thinking they’re posting to their personal pages and the post to their company page. Oops!

People who like your Page will get updates in their News Feeds.

Social Media 101: Facebook

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• Timeline• The new look of profiles and Pages rolled out• Lists• an optional way to organize your friends• Ticker• On the right-hand side of your account, lets you see all your

friends’ activity in real-time• Subscribe• Subscribe is a way to hear from people you’re interested in,

even if you’re not friends. Also a way to fine-tune your News Feed to get the types of updates you want to see.

• Messenger• In January Facebook announced free calls using the Messenger

APP but only for iPhone users.• Pinning• Pin a post to the top of your timeline by clicking the pencil icon

to keep this post on the top of the page until you “unpin” it.

More: http://www.facebook.com/help/whats-new-on-facebook

Social Media 101: Facebook

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• Highlighting• Highlight a post by clicking the star icon; this will make the post

cover both columns of your timeline.• Scheduling• Schedule a post to appear at a later time by clicking on the

clock icon.• Tagging• By using the @ sign you can tag a person, place or business by

simply typing @username/business name. Note: Business pages are not allowed to tag people.

• Events• You can create an event and invite people. Use it to provide

details of upcoming events and keep a head count of people who plan to attend.

• Notes• You can use this for longer text with photos. The top portion

posts to your timeline.

Social Media 101: Facebook

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To share?

1. Video (least common content of big four shared)

2. Photos3. Links (most common)4. Status updatesa. Think high sharing value!b. Post content from other sourcesc. Be uniqued. Be distincte. Be freshf. Be relevant

1. Full birth date, place2. Your mother’s maiden name3. Your home address4. Long trips away5. Short trips & check-ins6. Inappropriate photos7. Confessionals8. Your phone number9. Vacation countdowns10. Child’s name11. Risky behaviors12. Home layouts13. Your profile as “public,” or available on

“public search”

Or not to share!

More: What NOT To Post On FacebookMore: What consumers share on Facebook -- and why

Social Media 101: Twitter

• Twitter is how many people receive or search for breaking news. The 2012 Presidential Election is prime example.

• A record for number of tweets per minute was broken at 11 p.m. on Nov. 6 when Obama’s reelection was announced with a whopping 327,452 tweets per minute!

• Obama’s Twitter account sent out a congratulatory tweet of a photo him and First Lady Michelle Obama. It was retweeted more than 660,000 times.

• This shatter the previous record by three times!

• More than 31 million election-related tweets were sent out on Nov. 6. 8

Data from: http://www.latimes.com/business/technology/la-fi-tn-twitter-obama-election-20121107,0,4864623.story

Social Media 101: Twitter

• Think of Twitter as a mini-blog. Or, to be more exact, a micro-blog.

• Allows users to send text-based updates called tweets, up to 140 characters long.

• Over 200 million active users as of January 2013 generate more than 340 millions tweets daily.

• Service is public by default and it is far more accessed by mobile device than by desktop.

• Demographic is older, newer to social media. Also, slightly more women.

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Twitter was founded in March 2006, but soared in popularity after 2007 SXSW.

More on Wikipedia.

Social Media 101: Twitter

10From The 5 Stages Of “Getting” Twitter

Social Media 101: Twitter

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Stage 1 – Denial(“Twitter is a waste of time.”)

Stage 2 – Anger(“Why would I care about what people are having for breakfast?”)

Stage 3 – Bargaining(“I’m only signing up because my friends are on there.”)

Stage 4 – Depression(“It doesn’t make any sense.”)

Stage 5 – Acceptance(“I get it!”)

From The 5 Stages Of “Getting” Twitter

Social Media 101: Twitter

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Stage 5 – Acceptance (“I get it!”)

Many people don’t get to this stage, abandoning their Twitter accounts somewhere between bargaining and depression. But for those that do it’s totally worth it. They keep plugging away, keep reading, keep learning, keep asking questions and keep doing it.

Suddenly, the light bulb goes on. Nobody can tell you what Twitter is, because Twitter isn’t any one thing. You have to find out for yourself. Then, suddenly, it’s your Twitter. You own it. You shape it. And you get it. It’s a beautiful moment. And often those who were the most resistant, and the most critical, become the biggest evangelists.

-- From The 5 Stages Of “Getting” Twitter

Social Media 101: Twitter

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Anatomy of Twitter

Social Media 101: Twitter

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Why should I use it?

1. Micro-blogging2. Quick answers3. Finding a job4. Text-meets-conference call5. Venting (Keep it clean)6. Keeping up with your team7. Movie, restaurant reviews8. Political, social causes

1. @Replies2. Retweets3. Blog Posts4. “As-It-Happens” Updates5. Photos6. Questions7. Answers8. Maladies9. Celebrations10. Digital small talk

Finding my Twitter voice

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Be helpful.Be relevant.

Engage.Share.

Don’t:Be annoying.

TWEET IN CAPS!Brag or over-promote you/your company.

Be toxic.Be illiterate.

Whine.Do: