1. Session III:
Beginning Social Media
Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo galindoyadira@gmail.com
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2. Session III Overview
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3. Final project
• 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, 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
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Matriculated students will present project to class.

4. Assignment 3
Assignment 3:
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.
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5. Social Media Done Right, Wrong
Top 10 social media stars,
according to Forbes
magazine
Five top social media marketing cam
, according to
Vocus.com
Politics, Humor and social media a bad mix for Kitche
, according to PR
News #NBCFail
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6. Social Media Done Right
Panda Porn, Redefined: Mei Xiang's Artificial Insemination Live-Tweeted Fo
#PandaAI
http://dcist.com/2012/04/storyfied_mei_xiangs_artificial_ins.php
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7. Social Media Done Right or Wrong?
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8. Social Media 101: Pinterest
• Fastest growing social network ever. Site had
11.7 million unique U.S. visitors in Jan. 2012,
making it the fastest site ever to break through
the 10 million unique visitor mark.
• Think of it as a virtual pinboard. Sometimes
called an “aspirational social network,” users
create, manage and share themed image
First prototype launched collections.
in March 2010. Co- • Users can browse other pinboards, re-pin
founder Ben Silbermann
said he personally wrote
images and like the content posted.
to the site's first 5,000 • Popular with American women and, in 2012, it
users offering his was reported that 83% of the U.S. users were
personal phone number
and even meeting with women. In Britain, however, 56% of the user
some of its users. were male and about 10 years younger than in
the U.S., where the age range was typically 35-
More on Wikipedia. 44. More on Pinterest.
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9. Social Media 101: Pinterest
Anatomy of
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10. Social Media 101: Pinterest
Pinterest announces Secret Boards
•You can now create up to 3 secret boards
•You cannot change existing public boards into
secret boards
•Why use secret boards? Pinterest gives you these
ideas:
Create a holiday gift list
Plan a special event
Create a project that is not yet ready for public
consumption
How will you use Secret Boards? 15

11. Social Media 101: Pinterest
Pinterest announces Business Accounts
Like Facebook, Pinterest now has two options,
create a personal account or business account.
Business accounts let you do the following:
•Verify your website, so that consumer know to
trust you
•Add buttons and widgets to increase engagement
•Learn about case studies
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12. Social Media 101: Pinterest
Why it is news?
• “After mounting criticism, Pinterest strikes back aga
– Digital Trends, 5/1/2012
• Most popular pins of all-time (relatively speaking, of
– Huffington Post, 4/14/2012
• “Pinterest Is Now the Third Most Popular Social Netw
Launched in May
– Social Times, 4/6/2012
2003, LinkedIn’s • How do you use it? Contests, catalog,
membership grows sharing recipes, crafts, you name it as long
by approximately as it is visual!
two new members
every second. • Half of users log on daily
More on Wikipedia.
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13. Social Media 101: Google+
• Declared by outlets like the New York Times
to be Google’s biggest attempt to rival
Facebook, it is actually the company fourth
try at a social network.
• Earlier this year, it reported 100 million
users and 60 percent daily engagement.
• As of February, Google+ users are only
spending 3.3 minutes monthly and trending
down. By comparison, Facebook users
Launched in June
currently spending 7.5 hours using monthly.
2011, Google+
upside includes • Single male-dominated (70-30) and geek-
integration into driven (top users include students, but also
existing Google web designers, engineers and software
products. developers). Top countries are U.S. and
India. More on demographics.
More on Wikipedia. 15

14. Social Media 101: Google+
•Circles: You use Circles to organize the people
you follow (as well as who follows you) on Google+.
And you can use Circles to organize your stream.
•Real-time stream: In Google+, the stream flows
as new updates are posted. New updates
automatically show up at the top of your stream
after you log in, and new comments appear
automatically as people comment on the posts.
Hangouts: Think of hangouts as group video chat.
You can chat, via video, with up to ten people at a
time-for work and play!
Hangouts goes pro with NFL Hangouts
+1 and SEO potential: Hello. It is Google, isn’t it?
It can help your career?! MediaJobsDaily says yes.
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15. Social Media 101: Google+
How do you use Google+?
•USA Today – Black Friday 2012: What you need to know
•Boosting your career using Google?
Create circles in your industry
Use hangouts to talk to people
Check out Hangouts on Air
•Look good on Video (whether for Google+, Skype,
YouTube or anything else…)
•10 Brands Making the Most of Google+
•Hangouts are more than just video conferencing, you can
share your desktop and collaborate on documents
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16. Social Media 101: Google+
Why you can’t ignore Google+
•Social Networking
•Content Marketing
•Search Engine Optimization (SEO)
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17. Social Media 101: YouTube
•YouTube is the second largest search app
behind Google Search
•We watch 4 billion hours of YouTube per Month
•72 hours are uploaded per minute
•YouTube is now investing money in creating its
own programming, competing with cable
programming
•YouTube is a Google subsidiary
•You can stream your Google+ Hangout live on
Google or archive it there for later viewing
•Your company website may run out of
bandwidth if you update your videos frequently,
keep them on YouTube for people to watch later
•7 Quirky, Comical YouTube Channels 15

18. 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)
Launched in May • Most popular industries: Tech, Finance,
2003, LinkedIn’s Manufacturing; most popular job functions:
membership grows Entrepreneurship, Sales, Operations
by approximately
two new members • Slightly more men, and the bulk of
membership are in age range of 25-54. Teens
every second.
are the fastest growing group, and growing
fastest in Latin America, Asia and Africa. Most
More on Wikipedia. users in U.S. while fastest growing country is
Indonesia.
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19. Social Media 101: LinkedIn
Anatomy of a LinkedIn Profile
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20. Social Media 101: LinkedIn
LinkedIn 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.)
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21. Social Media 101: LinkedIn
To look like a LinkedIn Pro:
1. Completely fill in your profile.
2. Add connections, and send personalized
messages when doing so.
3. Join Groups.
How does the 4. Answer questions.
average executive
use LinkedIn? 5. Regularly update your status
He or she logs on
6.Don’t ignore:
anywhere from a few 1. Company Pages
times a week to daily, is
a member of at least 2. Jobs Listings
one group, and does not
pay for a premium 3. Learning Center
account. (More.)
4. http:resume.linkedinlabs.com
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