bsm wk i_march13

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Session I:Beginning Social Media

Professional Certificate in Digital & Social MediaInstructor: Yadira Galindo [email protected]

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Welcome!• I’m Yadira Galindo, your tour guide through

the wonderful world of Beginning Social Media.

• Former print reporter turned public relations specialist and now lecturer

• Email: [email protected]

• Cell: 619-379-3977 (text okay)

• You can find me online and friend/follow me! • Facebook (yadira.galindo)• Twitter (yadira_galindo)• LinkedIn (yadiragalindo)

• Class introductions• Name, short bio, SM experience• Why are you here?

My avatar on Twitter, LinkedIn, Google+, Instagram and Pinterest

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Agenda• We have a lot to cover over the next four weeks.

Fasten your seatbelts!

• First things first, friend me on Facebook, right now!• Pass out syllabus• Introduce BSM Online

• Online classroom for BSM on Facebook

• “Secret” group

• Post assignments here

• Ask questions! Engage!

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Assignment 2: Due by next class

Assignment 1: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. Review your Facebook page. Do you see any changes you need to make? Post on the group site changes you’re making and why, or why you didn’t make changes.

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Assignment 2: Due by next class

Assignment 1:Matriculated students only: 1. Assignments from previous slide. 2. Post three times throughout the

week on Facebook. Subject to be related to either social media, your major or your career interests.

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Requirements • Weekly attendance

Sign-in required! With only four weeks in the course, missing a class could adversely impact your grade!

• Completion of weekly reading & written assignments posted to BSM Online weekly

• Participation in class & on BSM Online

• Final project will be discussed in further detail in Session III

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Course Overview• According to the course description,

we are going to be very busy!

• Introduction to web-based social media tools. Get a broad overview of applications such as Facebook, Twitter, Google+, Pinterest and others as professionals’ tools. Class explores engagement, managing social networks and delivering quality content. Other topics include web branding and promoting a brand across platforms.

Note: Social media is a constantly evolving topic of discussion. For that reason, the changing times could result in a change in the syllabus. Stay tuned!

Course Overview You are here, so the assumption can be

made that you understand the influence and impact social media can have for a media professional in today’s fast-paced world.

8More: http://www.socialnomics.net/2011/06/22/social-

media-revolution-3-video-long-version/

Course Overview

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Facebook got a timeline, And a new toy …

Course Overview

10More: Pinterest is Now the No. 3 Social Network in the U.S. [STUDY]

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Course Overview• Goals & Objectives

The point isn’t to learn the ins and outs of every one of the latest social networking trends.

Instead, it is to …

understand the hows and the whys,

use it to enhance your online brand and expand your reach,

and embrace the ability to adapt regardless of the tools.

Because they will change!

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Social Media 101

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

Internet users under 50 are particularly likely to use a social networking site of any kind, and those 18-29 are the most likely of any demographic cohort to do so (83%).

Women are more likely than men to be on these sites. Those living in urban settings are also significantly more likely than rural internet users to use social networking.

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Let’s Get Started!

Social media literacy & citizenship

To promote content and drive traffic

Open dialogue with the community they are trying to reach

Research and news gathering

Crowdsourcing and building a community of resources

News & information publishing

Blog & website integration

Build a network

Establish a personal brand

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From Teaching Social Media, mashable.com

When the BSM class began the discussion was about how media professionals could simply and easily use social media.

The slide looked something like this.


To promote content and drive traffic

Open dialogue with the community they are trying to reach

Crowdsourcing and building a community of resources

News & information publishing

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Over time, the discussion evolved.

Using Using Well

Social media factor in organic SEO

Customer service extending beyond the 1-800 number

Crowdfunding, recruitment of talent & hiring

Crisis management & direct-to-audience messaging


16Via Hootsuite, for more information visit http://youtu.be/zr_-55kiDLM

Social media is…

More than a wallflower: Engagement & quality content

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• In the sports world, the most successful teams have a great playbook, a strategy they employ to win a game.

More than a wallflower: Engagement & quality content

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• Develop a social media strategy!

Define goals and objectives

Pinpoint your audience

Identify potential evangelists/super-sharers

Audit your resources (I mean really audit!)

Encourage and reward buy-in internally

Establish a social media protocol

Start using social media

Measure resultsFrom How the heck do I start building a social media marketing strategy?, Green Buzz Agency

Marketing is not social, have a conversation

19From Calculate the ROI of Social Media, briansolis.com

Average shelf life of a social media post is three hours!

According to Bitly

Looking good:Making your profile count

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• Photos:• Do not settle for the egghead

or the shadowman. Be you. Illustrate who your are. Be your brand.

• Select a headshot that captures you as you really look.

• Use the same photo across applications and save the image with your name. SEO!


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• Usernames:• Be you. Be your

brand. Not @hottiemom74. Or @tipsytommy.

Tip: To see if your desired name is available across all social media platforms, check out the social media tool, NameChk. The tool will search 159 social media networks to see where your name has been used or not. – Social Media Today

• If you do, change it. Like yesterday. How. Favorite taken? Ideas.

• Take time to customize URL in Facebook, LinkedIn, etc.

• Keep it short.

• Avoid inclusion of corporate labels. You never know …


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• Bio:• No bio = less followers.

• Be you. Be your brand. Don’t be Bob Dylan song lyrics. Bleh.

• It’s only 160 characters. Use the space wisely.

•Identify and include keywords that describe you, your business, your interests. Who you would follow. Birds of feather …

•Do add a website URL. Help friends/fans/followers/connections.

•Be consistent across applications.

Social Media 101: Facebook• Yeah. You know what it is.

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

• Service is largely private, with access grated 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 leaving up to financial expectations. 15

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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• Slightly more women than men

• Largest number of users are younger than 50

• Slightly more urban users

• But most other facts are comparable

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


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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


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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.

bsm wk i_march13

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