#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
Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo firstname.lastname@example.org
Session II Overview
Session I Review
Assignment I Review and New Assignment
SM 101: Facebook
SM 101: Twitter
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?
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
• Family members
• Cell phone numbers
• Social media etiquette
• Credit where credit is due
• Sales pitch
• What about follow back?
Assignment 2: Due Wednesday
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
6. Social Media 101: Facebook continued
• 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
• 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. Social Media 101: Facebook
• Your profile – where you see your bio, photos, posts, etc
• An optional way to organize your friends
• On the right-hand side of your account, lets you see all your
friends’ activity in real-time
• 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.
• In January Facebook announced free calls using the Messenger
• 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. Social Media 101: Facebook
• Highlight a post by clicking the star icon; this will make the post
cover both columns of your timeline.
• Schedule a post to appear at a later time by clicking on the
• 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.
• 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.
• You can use this for longer text with photos. The top portion
posts to your timeline.
9. Social Media 101: Facebook
1. Video (least common content of big
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
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
Or not to share!
More: What NOT To Post On FacebookMore: What consumers share on Facebook -- and why
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
• More than 31 million election-related tweets
were sent out on Nov. 6.
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
• 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.
Twitter was founded in
March 2006, but soared in
popularity after 2007
More on Wikipedia.
12. Social Media 101:
• 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
• Again, no surprise that urban
users outnumber others
13. Social Media 101: Twitter
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. Social Media 101: Twitter
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
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
-- From The 5 Stages Of “Getting” Twitter
15. Social Media 101: Twitter Anatomy
Twitter Feed: Here you’ll find tweets (messages) from people
you subscribe to (follow). You can do just about anything from
16. Social Media 101: Twitter Anatomy
Here you’ll see all of the tweets (messages) you’ve
created or retweeted (RT).
17. Social Media 101: Twitter Vocabulary
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. Social Media 101: Twitter Vocabulary
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
19. Social Media 101: Twitter Vocabulary
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. Social Media 101: Twitter
Why should I use it?
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
3. Blog Posts
4. “As-It-Happens” Updates
10. Digital small talk
Finding my Twitter voice
21. Social Media 101: Twitter
TWEET IN CAPS!
Brag or over-promote you/your company.