1

Session III:Beginning Social Media

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

2

Session III Overview

3

Session I & II Review• Social media will help you enhance your online

brand and expand your reach

• Develop a social media strategy and protocols

• Engage your audience; communicate, don’t talk to them

• Your profile is your first impression, design it wisely

• Pinterest 101: Fastest growing social network ever; mostly women; very visual

• Google+ 101: The fourth attempt to create a social network; slow to catch on but has great features like Circles and Hangout; good SEO potential

• YouTube 101: Second largest search engine behind Google Search; 4 billion hours of YouTube viewed monthly

• Facebook 101: Features personal accounts, Groups and company pages; share photos, video and text

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 140 million active users as of 2012 generate over 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.

8

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

More on Wikipedia.

Social Media 101: Twitter

10From The 5 Stages O f “Getting” Twitter

Social Media 101: Twitter

11

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 O f “Getting” Twitter

Social Media 101: Twitter

12

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 O f “Getting” Twitter

Social Media 101: Twitter

9

Anatomy of Twitter

Social Media 101: Twitter

13

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

Social Media 101: Twitter

14

Do: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.

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

• Finally, there’s an (iPad) app for it! LinkedIn has 150 million users, and the iPad is the fastest growing device on the network. More than 22% of LinkedIn traffic comes from mobile devices; a year ago, that figure was 8%. (Mashable)

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

• Slightly more men, 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.

15

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

More on Wikipedia.

Social Media 101: LinkedIn

15

Anatomy of a LinkedIn Profile

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.)

15

Social Media 101: LinkedInTo look like a LinkedIn Pro:

1. Completely complete 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 Pages

2. Jobs Listings

3. Learning Center

4. http:resume.linkedinlabs.com

15

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.)

Managing multiple profiles

21

Vs.

Hootsuite TweetDeck

Final project

4

• 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 results

• Or, present a social media analysis! Identify an organization that participates in social media Describe the org (target audience & message) & its social media efforts Comment on 4 of the following: authenticity, transparency, ethics,

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