Online Social Networking
for Girlstart Staff
Author: Clare Richardson
Disclaimer: This presentation is a compilation of the
resources found on slide 17 and personal experience.
This contains no original research or data, and I do not
claim responsibility for the accuracy of the information.
What is online social networking?
“Facebook is a social utility that
connects you with the people around
“MySpace is an online community that
lets you meet your friends' friends.”
Feb 2004 Feb 2004
Harvard Dorm Room Reaches 1 million users
March 2004 Expands to 4 colleges
MySpace Music launches
Fall Out Boy has 1 million
Reaches 5 million users
Reaches almost 1
Expands to 800 colleges
May 2005 Bought for $580 million
by News Corporation
Adds high school networks
MySpace Records label
Nov 2005 launches
Adds work networks
Registrations opens to everyone
Reaches over 200 million
Sept 2007 users
Reaches over 50 million users
Marketing to Teen Girls: MySpace
• 55% of online teens (age 12 – 17) have a social
– 66% of teens’ profiles have limited public access
• 91% use network to maintain current friendships, 49%
use network to make new friends
• 81% of teen girls with a profile use MySpace most often
(only 9% on Facebook)
• Older girls ages 15 – 17 are more likely to use social
– 70% of older girls have used an online social network
– 44% of younger girls have used an online social network
• Ethnicity and income do not significantly affect likelihood
of using social networking
Marketing to College Girls: Facebook
• Facebook demographics in the U.S.:
13 - 18 - 25 -
17 24 34
11% 57% 16% 6%
– 60% of users are female
• Users spend average of 20 minutes daily on site
• Users tend to search for people they are already
connected to offline (especially old acquaintances),
instead of browsing for strangers to meet
• Has become part of social capital: Number of Facebook
friends, wall posts, groups, and photos of you
• “Facebook” has become a verb (“I Facebooked her”).
Perceptions of Site Differences
• Interface has a clean look
• Users tend to be more affluent
• Teens are white and college bound
• Profiles are more customized and glitzy/gaudy
• More single-parent, low-income families
• Teens are Latino or “alternative”, expected to
get a job after high school
• More child predators
Social Networking Etiquette
aka How to Not Be Creepy
• Not everyone wants to make new friends.
– Only contact someone online that you have
met in person (however briefly).
• People want to maintain friendships with
people they rarely see.
– Expect for people to find you.
• Half of users visit their network at least
once a day. Most visit at least weekly.
– Keep up with expectations of a fast response.
– Don’t delay on friend or connection requests.
In general, one-on-one communication is best:
1. Post on friend’s wall / leave comment for short
messages (viewable by their other friends)
2. Send private message within site (extension of e-mail)
Methods of mass contact:
1. Form a group (“Turtle lovers in Texas”, “We love
2. Mass private message to friends or Bulletin (“Vote for
me on HotOrNot”)
3. Create an event (“I got a new cell phone number”,
“John’s Farewell Party”)
Profile Common Sense
Again, expect for people to find you. Your
profile becomes part of your reputation
and personal brand.
• Help people find you: Join relevant groups
• Keep your profile clean and clutter-free
• Be careful of inappropriate pictures and
information (posted by you or others)
• Use privacy controls
• Use email notification controls
• Business oriented networking, as opposed to
– 16 million professionals globally, 150 industries
• Profile: Online version of your resume
– can be public or visible to only LinkedIn members
• Easy way to investigate other’s background,
credentials, and affiliations (and for them to
• Easy way to visualize and keep track of your
network and contacts
• Email Contacts Search
• Past Colleagues and
• Jobs & Hiring
• People with more than 20 connections are 34
times more likely to be approached with a job
opportunity than people with less than five.
• The average number of connections for Harvard
Business School grads is 58.
• All 500 of the Fortune 500 are represented in
LinkedIn. In fact, 499 of them are represented by
director-level and above employees.
• Users have average household income of nearly
• Use the privacy controls to limit what people see in
your public profile
– Your public profile is Google’able.
• Increase your visibility:
– Set up a profile URL if your profile is public:
– Add everyone you can find as a connection (at least 20 – 30)
• Only request and accept connections for people you
• Don’t get bullied into account upgrades
• Don’t get bullied into “profile completeness”
Recommendations for Girlstart
• Get on LinkedIn and connect to each other
• Create a Girlstart profile in MySpace
• Create a Girlstart group in Facebook
• Consider creating a LinkedIn Group badge
– “Friends of Girlstart”, “I Donated to Girlstart”
• Actively invite program participants to become
Girlstart’s “online friend” and introduce their
friends to Girlstart
• Do not request or accept online friendships with
participants from your personal account
User Account Information
Select based on which email address you
want to use (alumni, personal, or work
address). You can join additional networks
Step 1: Find Friends
Select your free personal account
(Yahoo, Gmail, etc) to search
your address book
Step 2: Fill out Profile Info
This information will help you find networks
to join and help others find you.
Step 3: Join a Network
Joining your city network will allow others
to find you and allow you view others’
profiles in Austin.
Complete your Profile
Click None to join networks
such as college and city.
Many students find “No
network” people to be creepy
(and you can only see the
profiles of people within your
network). A best practice is
to at least select college
Fill out as much
information on each
tab as you feel
You’ll control who can
see what later.
Set Privacy Controls
Go through each
settings list to limit
who can view
items to your
or only you.
Set Email Notifications
Click Account, then
Select when you want to
be notified by email. If
you will log in very often
(once a day), you don’t
need to be notified of
much by email.