This presentation is meant as an introduction to social media generally.

2. Wiki says:
• “Social media employ web- and mobile-based technologies to
support interactive dialogue and introduce substantial and
pervasive changes to communication between organisations,
communities, and individuals.”
• “Social media are social software which mediate human
communication.”
• “In the year 2012, social media became one of the most powerful
sources for news updates through platforms such as Twitter and
Facebook.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

3. @: In microblogging (i.e. Twitter) and social networking, a symbol placed before
a username to mention or reply to a user. For example, on Twitter, adding @Rotary to
the beginning of your tweet shows that you are speaking to or about Rotary International.
archive: A historical collection of articles or posts, usually on a blog or news website,
organized by date or category. View the RI News archive at www.rotary.org
block: To prohibit someone from sending you messages or viewing your profile or
other information on a social network.
blogroll: A list of recommended blogs or web pages, usually about a similar topic or
topics.
dashboard: A control panel or interface, such as on a blog, that allows you to
manage your media and settings.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

4. embed: To display a video or photo from another site by adding a line of code to your
web page.
feed: A constantly updated stream of information delivered at regular intervals.
Subscribe to the RI News feed at www.rotary.org
follow: To subscribe to a microblog feed, such as on Twitter.
Follow Rotary International at www.twitter.com/rotary
& RCBB at www.twitter.com/RotaryBurnhamB
friend (noun): A person who has agreed to connect with you on a social network.
friend/unfriend (verb): To add someone to or delete someone from your social
network.
geotag: To add location information in the form of metadata or tags. For example, on
Flickr, you may identify your photos with the location where you took them.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

5. hashtag (#): A symbol that allows you to tag, or categorize, your microblog posts. On
Twitter, using #Rotary marks your tweets as Rotary related. Searching Twitter for
#Rotary yields all Rotary-related tweets.
hits: The number of times people have visited a website or web page.
link (or hyperlink): A web reference that allows you to navigate to another web page
by clicking on text or a graphic.
metadata: Information such as a tag, description, or caption attached to a photo, video,
blog post, or other media.
multimedia: Online content that incorporates several forms of media, such as photos,
video, audio, and text.
notification: A short, automated message informing you of an action you or a friend
has taken. For example, on Facebook, you may receive a notification each time a friend
posts an update or uploads photos.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

6. permalink: A unique hyperlink to a blog post or article that continues to work even if
the page is moved or archived.
plug-in: Software added to an application to perform special tasks.
post: An article, message, or entry published on a blog or social networking site.
privacy settings: A set of preferences you control to determine how a website uses
the information you share.
profile: An online representation of someone’s personal identity. On Facebook, you
must be a person, not a business or organization, to have a profile.
retweet: On Twitter, to repeat, or repost, a tweet by typing RT @ plus the original
author’s username and message.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

7. short URL: A condensed web address for use in microblogging and other social
media. Web sites like Tiny.cc and Bit.ly can shorten a long hyperlink to a few characters.
status: A short description of what you’re doing right now.
syndication: A method of delivering online content from blogs and news sites to
another website or web user. Really Simple Syndication (RSS) allows users to subscribe
to news and blog feeds.
tag: To add keywords to a bookmark, video, photo, or blog post to help users search for
media by topic.
trackback: In blogging, a way to link a post to a comment or response published on
another blog.
tweet: On Twitter, a message of 140 characters or fewer published to a feed.
tweetup: An organized, in-person gathering of people who use Twitter.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

8. username: The name, or user ID, you use to log in to a website and identify yourself to
others. On Twitter, RI’s username is Rotary and RCBB’s username is
RotaryBurnhamB
viral: Spreading quickly throughout the Internet. Popular phrases, ideas, photos, and
videos can travel rapidly from user to user through links, parodies, and reposting.
wall: On Facebook, a feed of a user’s latest activities displayed on his or her profile page.
With special thanks to Megan Ferringer for putting this glossary together
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

9. There was one term missing from Megan’s list and I’ve asked Wiki to explain:
filter bubble: “A filter bubble is a situation in which a website algorithm
selectively guesses what information a user would like to see based on information
about the user (such as location, past click behaviour and search history) and, as a
result, users become separated from information that disagrees with their
viewpoints, effectively isolating them in their own cultural or ideological bubbles.
Prime examples are Google's personalised search results and Facebook's
personalised news stream.”
Some people see this as a form of forced censorship whilst others say
that “no matter the media, be it online or offline, we self-select what
we consume based on a vast number of criteria in anyway”.
… from the newspapers, to the news channels, to the clubs that we
join…
I personally am in favour of it because I believe that it cuts through
the nonsense and gets me to what I’m after much quicker.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

10. As far as Facebook terms are concerned they have a great resource in their help
section https://www.facebook.com/help/ :
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

11. I’m summarising a couple of Facebook terms here:
like: When you click Like on a Facebook Page, in an advertisement, or on
content off of Facebook, you are making a connection. A story about your like will
appear on your timeline and may also appear in your news feed. You may be
displayed on the Page you connected to, in advertisements about that Page, or in
social plugins next to the content you like.
You may see updates to in your news feed and the news feeds of your friends from
Pages you like. You may also receive messages. Your connection to the page may
also be shared with apps on the Facebook Platform.
You always have control over your connections. You can unlike something
immediately, or control who can see your likes on your timeline.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

12. share: There's a Share link under content people, or other pages that you
follow, post that you can share, like links and photos. You can use this link when
you see something interesting and you want others to see it.
When you click Share, you choose how and with whom you want to share. Pick
one of the following options from the dropdown menu:
On your own timeline: Choosing this option creates a post on your timeline.
Control who can see your post by choosing an audience from the lock icon
dropdown, and write an optional update in the open field.
On a friend's timeline: This option lets you post the content to a friend's
timeline. Type your friend's name, and then an optional message in the open field.
In a group: This option lets you post the content to a group you're a member of.
Type the group's name, and then an optional message in the open field.
In a private message: Use this option to share privately with an individual or
small group of friends. Enter your friends' names, and then an optional message
in the open field.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

13. Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

14. Google WikipediA
Blogging LinkedIn
Facebook Twitter
YouTube
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

15. Wiki says:
• “Google Search is the most-used search engine on the World
Wide Web, receiving several hundred million queries each day
through its various services.”
• “The order of search results on Google's search-results pages is
based, in part, on a priority rank called a "PageRank”.”
• “The main purpose of Google Search is to hunt for text in publicly
accessible documents offered by web servers.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

16. Page Rank:
• “Google's rise to success was in large part due to a patented algorithm
called PageRank that helps rank web pages that match a given search
string.”
• “When Google was a Stanford research project, it was nicknamed
BackRub because the technology checks backlinks to determine a site's
importance.”
• “Previously pages would be ranked by how often the search terms occurred
in the page, or how strongly associated the search terms were within each
resulting page.”
• “The PageRank algorithm instead analyses human-generated links
assuming that web pages linked from many important pages are
themselves likely to be important. The algorithm computes a recursive
score for pages, based on the weighted sum of the PageRanks of the
pages linking to them.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

17. Search Engine Optimisation (SEO):
• “Since Google is the most popular search engine, many webmasters have
become eager to influence their website's Google rankings.”
• “This field, called search engine optimisation, attempts to discern
patterns in search engine listings, and then develop a methodology for
improving rankings to draw more searchers to their client's sites.”
• “Search engine optimisation encompasses both "on page" factors (like
body copy, title elements, H1 heading elements and image alt attribute
values) and off page optimisation factors (like anchor text and
PageRank).”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

18. Wiki says:
• “Wikipedia is a free, collaboratively edited, and multilingual Internet
encyclopedia supported by the non-profit Wikimedia Foundation.”
• “Its 23 million articles, over 4 million in the English Wikipedia alone,
have been written collaboratively by volunteers around the world.”
• “Almost all of its articles can be edited by anyone with access to the site,
and it has about 100,000 active contributors.”
• “As of November 2012, there are editions of Wikipedia in 285 languages.
It has become the largest and most popular general reference work on the
Internet…”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

19. ☛

20. Wiki says:
• "A type of website with regular entries of commentary,
descriptions of events, or other material such as graphics or
video.”
• “± 156 million blogs” – Tumblr & WordPress are also types of
blogs.”
• “Bloggers do not only produce content to post on their blogs, but
also build social relations with their readers and other bloggers”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

21. Why Blog:
• Become a “perceived” EXPERT in your field
• AUTOMATIC Search Engine Optimisation
• ENGAGEMENT with customers
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

22. Rotary International’s Blog

23. Wiki says:
• “LinkedIn is a social networking website for people in
professional occupations.”
• “As of June 2012, LinkedIn reports more than 175 million
registered users in more than 200 countries and territories.
• “One purpose of the site is to allow registered users to maintain a
list of contact details of people with whom they have some level of
relationship, called Connections.”
• “Users can invite anyone (whether a site user or not) to become a
connection. However, if the invitee selects "I don't know" or
"Spam", this counts against the inviter. If the inviter gets too many
of such responses, the account may be restricted or closed.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

24. “This list of connections can then be used in a number of ways:”
a. “A contact network is built up consisting of their direct
connections, the connections of each of their connections (termed
second-degree connections) and also the connections of second-
degree connections (termed third-degree connections). This can
be used to gain an introduction to someone a person wishes to
know through a mutual contact.”
b. “Users can upload their resume or design their own profile in
order to showcase work and community experiences.”
c. “It can then be used to find jobs, people and business
opportunities recommended by someone in one's contact
network.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

25. d. “Employers can list jobs and search for potential candidates.”
e. “Job seekers can review the profile of hiring managers and
discover which of their existing contacts can introduce them.”
f. “Users can post their own photos and view photos of others to aid
in identification.”
g. “Users can now follow different companies and can get
notification about the new joining and offers available.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

26. h. “Users can save (i.e. bookmark) jobs which they would like to
apply for.”
i. “The feature LinkedIn Answers, similar to Yahoo! Answers,
allows users to ask questions for the community to answer. This
feature is free, and the main difference from the latter is that
questions are potentially more business-oriented, and the
identity of the people asking and answering questions is known.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

27. Why LinkedIn:
• No brainer
• The best Rolodex ever
• Lead generation
• AUTOMATIC Search Engine Optimisation
I’m not going to spend any time with screenshots of LinkedIn -
This will be covered in the presentation: –
Social Media for Business
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

28. Wiki says:
• “As of September 2012, Facebook has over one billion active
users, more than half of them using Facebook on a mobile
device.”
• “Users must register before using the site, after which they may
create a personal profile, add other users as friends, and exchange
messages, including automatic notifications when they update
their profile.”
• “Additionally, users may join common-interest user groups,
organised by workplace, school or college, or other characteristics,
and categorise their friends into lists such as "People From Work"
or "Close Friends”.
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

29. Why Facebook:
• The stats speak for themselves
• AUTOMATIC Search Engine Optimisation
• Mix of paid advertising – highly targeted
• Unpaid advertising – permission marketing
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

30. Wiki says:
• “Twitter is an online social networking and microblogging service
that enables its users to send and read text-based messages of up
to 140 characters, known as "tweets”.”
• “The service rapidly gained worldwide popularity, with over 500
million active users as of 2012”
• “Generating over 340 million tweets daily and handling over 1.6
billion search queries per day.”
• “Since its launch, Twitter has become one of the top 10 most
visited websites on the Internet, and has been described as "the
SMS of the Internet.””
• “Unregistered users can read tweets, while registered users can
post tweets through the website interface, SMS, or a range of apps
for mobile devices.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

31. Why Twitter:
• Users are in the prime spending period of their lives
• Smaller amount of users, but VERY ENGAGED and
CONNECTED
• Real time search capabilities for lead generation and customer
service
• Twitter results now turn up on the front page of Google
(AUTOMATIC SEO)
To find out more about Twitter you’ll have to wait for:
– Social Media for Business
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

32. Wiki says:
• “YouTube is a video-sharing website on which users can upload,
view and share videos.”
• “It uses Adobe Flash Video and HTML5 technology to display a
wide variety of user-generated video content, including movie
clips, TV clips, and music videos, as well as amateur content such
as video blogging, short original videos, and educational videos.”
• “Most of the content on YouTube has been uploaded by
individuals, although media corporations including CBS, the BBC,
and other organizations offer some of their material via the site.”
• “It is the second biggest search engine after Google.”
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

33. Why YouTube:
• AUTOMATIC Search Engine Optimisation
• YouTube clips can go “viral” within hours
• YouTube clips are often showed on News Programs
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012

34. Gwen Powell
PR Officer for RCBB
email: gwen.powell.rcbb@gmail.com
Rotary Club of Burnham Beeches - Introduction to Social Media – November 2012