understanding social media fall 2013 class
TRANSCRIPT
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Session I:Understanding 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 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 1: Due Wednesday
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 you took away from this article.
2. Comment on posts by two of your classmates.
3. Review your Facebook account. Do you see any changes you need to make? Post on our FB group site changes you’re making and why, or why changes are unwarranted.
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Assignment 1: Due Wednesday
Assignment 1:Matriculated students only: 1. Assignments from previous slide. 2. Post three times on Facebook.
Subject should be related to 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 score!
• Completion of weekly assignments posted to BSM Online weekly
• Participation in class and on BSM Online
• Final project will be discussed in further detail in session III
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Course OverviewMost popular social networking sites in 2013based on unique monthly visitors
1.Facebook – 1,100,000,0002.YouTube – 1,000,000,0003.Google+ – 359,000,0004.Twitter – 288,000,0005.LinkedIn – 110,000,000
http://growingsocialmedia.com/social-media-statistics-and-facts-of-2013-infographic/
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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 for use 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 professional in today’s fast-paced world.
9More:
http://www.socialnomics.net/2013/01/01/social-media-video-2013/
Course Overview
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Facebook got a toy… And Twitter followed…
Course Overview
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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 this class began the discussion was about how media professionals could simply and easily use social media. The slide looked something like this.
Social media literacy & citizenship
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
Social media literacy & citizenship
17Via 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
20From 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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Looking good:Making your profile count
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• Photos:• Do not settle for the egghead
or the shadow man. Be you. Illustrate who you are. Be your brand.
• Select a headshot that captures you as you really look or want to be viewed.
• Use the same photo across applications and save the image with your name. SEO!
Looking good:Making your profile count
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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. Favorite taken? Ideas.
• Take time to customize URL in Facebook, LinkedIn, etc.
• Keep it short.
• Avoid inclusion of corporate labels. You never know …
Looking good:Making your profile count
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• Bio:• No bio = less followers.
• Be you. Be your brand. Don’t be Bob Dylan song lyrics.
• It’s only 160 characters. Use the space wisely.
•Identify and include keywords that describe you, your business or your interests. Who you would follow. Birds of feather …
•Do add a website URL. Help friends/fans/followers/connections.
•Be consistent across applications.
Looking good:Making your profile count
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Find an example of bio you like and why it works professionally.
Looking good:Making your profile count
26Source: Leaders West Digital Marketing Journal http://leaderswest.com/2013/06/01/infographic-how-to-create-the-perfect-facebook-profile-picture/
Social Media 101: Facebook• Yeah. You know what it is.
• In 2012, Facebook announced that it reached 1 billion users.
• Service is largely private, with access granted by users and privacy setting managed on a 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.
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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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• 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
Social Media 101: Facebook
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Anatomy of Facebook
ProfileProfiles (Timelines)
represent individuals and must be held by 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; 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.