Understanding Social Media Class II Fall 2013


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  • http://www.huffingtonpost.com/2010/11/01/what-not-to-post-on-facebook_n_764338.html#s157083&title=Your_Home_Address
  • #AnyWord No spaces Click to see all mentions Used on Twitter, Instagram, Pinterest, Tumblr and most recently on Facebook Great for live chats Incorporate into the text or at the end
  • -Tweets with hashtags get twice the engagement of those without, yet only 24% of tweets during the time of the study used them. -Using one or even two hashtags in a tweet is fine, but if you add a third, you’ll begin to see an average 17% dropoff in engagement. -Posts with images have double the engagement of those without even though users can’t see them until they click on them. -If you ask followers to “RT,” you’ll get a 12X higher retweet rate than if you don’t. But if you spell out the word “retweet,” that figure jumps to 23X.
  • -“tweet spot” for the number of tweets per day appears to be four -Twitter engagement rates for brands are 17% higher on Saturday and Sunday compared to weekdays. However, most brands aren’t taking advantage of this phenomenon and, on average, only 19% of the brands’ tweets were published on the weekend. -tweets published during “busy hours” performed best. Tweets during such hours, defined as between 8 a.m. and 7 p.m. in the study, got 30% higher engagement rates than those those that occurred after-hours. Twitter’s performance in this respect is the mirror image of Facebook, where posts on “non-busy hours” get 17% higher engagement. Let’s talk about FB
  • Understanding Social Media Class II Fall 2013

    1. 1. 1 Session II: Understanding Social Media Professional Certificate in Digital & Social Media Instructor: Yadira Galindo galindoyadira@gmail.com
    2. 2. 2 Session II Overview Session I Review Assignment I Review and New Assignment SM 101: Facebook SM 101: Twitter
    3. 3. 3 Session I Review • Social media will help you enhance your online brand and expand your reach • Develop a social media strategy and protocols • Define goals and objectives • Pinpoint your audience • Audit your resources (I mean really audit!) • Engage your audience; communicate, don’t talk to them • Your profile is your first impression, design it wisely • Choose a photo that captures the you that you want people to see • Who thinks they have a unique photo that portrays them/brand well? • Choose your username equally wisely • Who has a name that was already taken? What did you use instead? • Ensure your bio is current and fully filled out. • What elements should you include for a good bio?
    4. 4. 3 Where do you draw the line? And, social media etiquette • Private vs. Personal vs. Professional • How do you balance? • Or do you keep separate accounts? • Apps requesting personal data • Birthday • Family members • Cell phone numbers • Social media etiquette • Language • Photos • Credit where credit is due • Sales pitch • What about follow back?
    5. 5. 3 Assignment 2: Due Wednesday Assignment 2: 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. 3. Create a Twitter account. Fill out bio, photo, etc., follow me so I know you’re there and just explore.
    6. 6. Social Media 101: Facebook continued 17 • Pages allow real organizations, businesses, celebrities and brands to communicate broadly with people who like them. • Pages may only be created and managed by official representatives. • Privacy: Page information and posts are public and generally available to everyone on Facebook. • Audience: Anyone can like a Page to become connected with it and get News Feed updates. There is no limit to how many people can like a Page. • Communication: Page admins can share posts under the Page’s name. Page posts appear in the News Feed of people who like the Page. Page admins can also create customized apps for their Pages and check Page Insights to track the Page’s growth and activity. • Be careful! I’ve heard many stories of people thinking they’re posting to their personal pages and the post to their company page. Oops! People who like your Page will get updates in their News Feeds.
    7. 7. Social Media 101: Facebook 19 • Timeline • Your profile – where you see your bio, photos, posts, etc • Lists • An optional way to organize your friends • Ticker • On the right-hand side of your account, lets you see all your friends’ activity in real-time • Subscribe • Subscribe is a way to hear from people you’re interested in, even if you’re not friends. Also a way to fine-tune your News Feed to get the types of updates you want to see. • Messenger • In January Facebook announced free calls using the Messenger APP. • Pinning • Pin a post to the top of your timeline by clicking the pencil icon to keep this post on the top of the page (remains for 7 days).
    8. 8. Social Media 101: Facebook 19 • Highlighting • Highlight a post by clicking the star icon; this will make the post cover both columns of your timeline. • Scheduling • Schedule a post to appear at a later time by clicking on the clock icon. • Tagging • By using the @ sign you can tag a person, place or business by simply typing @username/business name. Note: Business pages are not allowed to tag people. • Events • You can create an event and invite people. Use it to provide details of upcoming events and keep a head count of people who plan to attend. • Notes • You can use this for longer text with photos. The top portion posts to your timeline.
    9. 9. Social Media 101: Facebook 20 To share? 1. Video (least common content of big four shared) 2. Photos 3. Links (most common) 4. Status updates a. Think high sharing value! b. Post content from other sources c. Be unique d. Be distinct e. Be fresh f. Be relevant 1. Full birth date, place 2. Your mother’s maiden name 3. Your home address 4. Long trips away 5. Short trips & check-ins 6. Inappropriate photos 7. Confessionals 8. Your phone number 9. Vacation countdowns 10. Child’s name 11. Risky behaviors 12. Home layouts 13. Your profile as “public,” or available on “public search” Or not to share! More: What NOT To Post On FacebookMore: What consumers share on Facebook -- and why
    10. 10. Social Media 101: Twitter • Twitter is how many people receive or search for breaking news. Sandy Hook Elementary School shootings – ER new to get ready thanks to physicians on Twitter. • A record for number of tweets per minute was broken at 11 p.m. on Nov. 6 when Obama’s reelection was announced with a whopping 327,452 tweets per minute! • Obama’s Twitter account sent out a congratulatory tweet of a photo him and First Lady Michelle Obama. It was retweeted more than 660,000 times. • This shattered the previous record by three times! • More than 31 million election-related tweets were sent out on Nov. 6. 8 Data from: http://www.latimes.com/business/technology/la-fi-tn-twitter-obama-election-20121107,0,4864623.story
    11. 11. 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 200 million active users as of January 2013 generate more than 340 millions tweets daily. • Service is public by default and it is far more accessed by mobile device than by desktop. • Careful with trusting accuracy of tweets – remember the false Boston bomber rumors. • 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.
    12. 12. Social Media 101: Twitter 8 http://pewinternet.org/Reports/2013/Social- media-users/Social-Networking-Site-Users/Demo- portrait.aspx • Much lower usage of internet users than Facebook • Slightly more men than women • Large disparity in age groups with 18 to 29 year olds being the heaviest users • Again, no surprise that urban users outnumber others
    13. 13. 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 Of “Getting” Twitter
    14. 14. 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 Of “Getting” Twitter
    15. 15. Social Media 101: Twitter Anatomy 9 Twitter Feed: Here you’ll find tweets (messages) from people you subscribe to (follow). You can do just about anything from here.
    16. 16. Social Media 101: Twitter Anatomy 9 Your Page Here you’ll see all of the tweets (messages) you’ve created or retweeted (RT).
    17. 17. Social Media 101: Twitter Vocabulary 10 @reply Username/ Handle Hash tag DM The @reply means a Twitter update (a tweet) that is directed to another user in reply to their update. The name of a user preceded by @ A hash tag or hashtag is a way of organizing your updates for Twitter search engines. Direct message is a private message between users. It appears in your in box.
    18. 18. Social Media 101: Twitter Vocabulary 9 That’s not a real word! What the heck is a hashtag? hash·tag: On social-networking websites, it is a word or phrase preceded by a hash mark (#), used within a message to identify a keyword or topic of interest and facilitate a search for it: The hashtag #bostonmarathon was one of several used during the Boston bombings. Boston marathon hashtags: Wall Street Journal Graphic from Mashable.com
    19. 19. Social Media 101: Twitter Vocabulary 10 RT MT Retweet is used to show you are tweeting something posted by another user. The format is “RT @username.” Modified tweet is similar to RT but you are acknowledging you’ve made a change.
    20. 20. Social Media 101: Twitter 13 Why should I use it? 1. Micro-blogging 2. Quick answers 3. Finding a job 4. Text-meets-conference call 5. Venting (Keep it clean) 6. Keeping up with your team 7. Movie, restaurant reviews 8. Political, social causes 1. @Replies 2. Retweets 3. Blog Posts 4. “As-It-Happens” Updates 5. Photos 6. Questions 7. Answers 8. Maladies 9. Celebrations 10. Digital small talk Finding my Twitter voice
    21. 21. Social Media 101: Twitter 14 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. Do: