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Session III:
Understanding Social Media
Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo galindoyadira@gmail.com

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Session III Overview

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Final project
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•Develop a social media strategy
• Define goals and objectives
• Pinpoint your audience
• Identify potential evangelists/super-sharers
• Audit your resources
• Establish a social media protocol
• Decide whichsocial media tools you’ll use (now and in the future)
• 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 four of the following:
authenticity, transparency, ethics, listening/monitoring, outreach/enga
gement, building conversation/community, strategic planning

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Assignment 3
4
Assignment 3:
All students:
1. Post a link to a social media article/blog on something
you did not 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.

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Social Media 101: Facebook vs.
Twitter
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Facebook
•You can play games
•Long notes
•Photo albums
•Foster personal relationships
•Content lifespan can last hours or
days
•Video chat
Twitter
•Short messages
•Real time viewing
•Breaking news/trending topics
•Foster new relationships
•Content lifespan or interaction is
usually 1 hour
•Text chats with large numbers of
people

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Social Media 101: Facebook vs.
Twitter
9
Super Bowl 47
The blackout

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Social Media Done Right, Wrong
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Social Media Done Right, Wrong
19
Jimmie Johnson - #blameJJ

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Social Media Done Right
19
Panda Porn, Redefined: Mei Xiang's Artificial
Insemination Live-Tweeted For the World to See
#PandaAI
http://dcist.com/2012/04/storyfied_mei_xiangs_artificial_ins.php

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Social Media 101
14
http://pewinternet.org/Reports/2013/Social-media-users/The-State-of-Social-Media-Users/Overview.aspx

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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
collections.
•Users can browse other pinboards, re-pin images
and like the content posted.
•Popular with American women and, in 2012, it
was reported that 83% of the U.S. users were
women. In Britain, however, 56% of the user were
male and about 10 years younger than in the U.S.,
where the age range was typically 35-44.
15
First prototype launched
in March 2010. Co-
founder Ben Silbermann
said he personally wrote
to the site's first 5,000
users offering his
personal phone number
and even meeting with
some of its users.
More on Wikipedia.

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Social Media 101:
Pinterest
15http://pewinternet.org/Reports/2013/Social-media-
users/Social-Networking-Site-Users/Demo-portrait.aspx
• Heavily more women than men
• Used more by people under 50
years old
• Interesting that this social media
tool has more rural users than
urban!
• One of the biggest differences in
educational status of users as well
as income
• Maybe that’s why Pinterest is
high on ROI

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Social Media 101: Pinterest
15
Anatomy of

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Social Media 101: Pinterest
15
Secret Boards
•You can 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?

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Social Media 101: Pinterest
15
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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Social Media 101: Pinterest
•Most popular pins of all-time (relatively speaking, of
course): food and drink, 29%; DIY crafts, 13.4%. –
Huffington Post, 4/14/2012
•How do you use it? Contests, catalog, sharing
recipes, crafts, you name it as long as it is visual!
•Half of users log on daily
•The most repinnable keywords are:
recipe, chicken, minutes, bake, cake, cheese, cut
bottle, step, mix, favorite, cool, top, butter, chocolate, i
ngredients, try best, baking, pour.-
TopRank, 01/10/2013
•Fit a popular category: The most popular categories on
Pinterest are: home, arts and
crafts, style/fashion, food, inspiration/education, holiday
/seasonal, humor, products, travel, kids.-Top
Rank, 01/10/2013
•Pinterest allows for Group Boards – you must be
invited to be able to pin to it.
15

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Social Media 101: Pinterest
15
Why should I use it?
• Pinterest has the highest referrals of all other
social media apps
• It generates the more sales; users of this
network spend more
• Pinterest introduces people to new websites
because of the high sharing rate of its pins
• Approximately 80 of its pins are “re-pins” –
translating to high viral activity (good content
could spread your name quickly!)
• Pinterest users spend more time on this network
than Twitter or Facebook
• The lifespan of a post can last more than one
week!

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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.
•In 2013 it reported 135 million users. In 2012
it was 100m with 60 percent daily engagement.
• Are you engaged here?
•Google+ users are only spending 3.3 minutes
monthly and trending down. By
comparison, Facebook users currently spending
7.5 hours using monthly.
•Single male-dominated (70-30) and geek-
driven (top users include students, but also
web designers, engineers and software
developers). Top countries are U.S. and India.
More on demographics.
15
Launched in June
2011, Google+
upside includes
integration into
existing Google
products.
More on Wikipedia.

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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.
Communities: In December 2012 Google+
introduced this feature which is much like a FB
group. Topics range from science to animals, etc.
15
http://mashable.com/2013/01/18/google-
plus-communities-beginners-guide/

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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
15

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Social Media 101: Google+
Why you can’t ignore Google+
•Social Networking
•Content Marketing
•Search Engine Optimization (SEO)
15
http://www.steamfeed.com/3-
reasons-google-plus-cant-be-
ignored/
http://youtu.be/2FOGc8E0gMY

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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 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
•You can edit videos directly in YouTube
15

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Social Media 101: LinkedIn
•The world’s largest professional social network.
•LinkedIn has 238 million usersin 200 countries;
65 percent of users are outside of the U.S.
•3 million companies have pages
•More than 27 percent of LinkedIn traffic comes
from mobile devices; in 2011, that figure was 8%
•Most popular industries:
Tech, Finance, Manufacturing; most popular job
functions: Entrepreneurship, Sales, Operations
•Slightly more men with 63 percent, 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.

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Social Media 101: LinkedIn
15
Anatomy of a LinkedIn Profile

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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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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.
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.)