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The Tuck Guide to Social Media


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A primer on popular social media services, brought to you by Tuck Alumni Services

A primer on popular social media services, brought to you by Tuck Alumni Services

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  • 1. The Tuck Guide toSOCIALMEDIA
  • 2. WELCOME TO THE WIDE WORLD OF SOCIAL MEDIAAn ever-evolving landscape of onlineservices and tools, connecting people,brands, and businesses to each other...This guide was created by Tuck Alumni Services as a primerfor first-time social media users looking to get their feet wetwith basic profiles, or those with a few social media accountswho are looking to expand their online presence and learnabout new features.At the end of this guide, we share expert resources to keepyou up to date on the the latest viral marketing trends, strat-egies, and research for businesses and brands.
  • 3. WHICH SOCIAL MEDIA SERVICES ARE FOR YOU? Read and Update friends Engage in Find friends & Professional Easily take and Post personal Organize share news Share & view & family while I intellectual classmates Networking share photos content photo albums and content in video content travel discussion real time Facebook • • • • • • Twitter • • • • LinkedIn • • • • Google+ • • • • • • Youtube • Pinterest • • Foursquare • • Tumblr • • Flickr • • •
  • 4. We think the image above is a fun and simple way of explaining the popular social media networks at a glance. Tuck did not create this image.
  • 5. What You Need To Know About FacebookJoin Facebook by registering on FACEBOOK.COM. This is the registration form formaking a personal profile. If you are making a page for a cause, celebrity, brand, band,location, institution, or business, go to the “Create a Page” section of the site. You canselect a language other than English at the bottom of the home page.The more detailed your profile, the better. The more information you provide, the eas-ier it is for other users to find you. Edit your information using the “Edit” buttons in theupper right hand corners of the boxes in your “About” section.It’s not enough to make a profile of textual bits of info, so take the opportunity to up-load a profile photo. This should be a picture of YOU. Not your pets, favorite quote, orcelebrity look-alike. Post these kinds of photos to your wall, or create separate photoalbums.
  • 6. Best Practices for Facebook Security1. Adjust Facebook privacy settings to help protect your identityIn the top blue navigation bar under “Home”, select “Privacy Settings”2. Read the Facebook Guide to PrivacyAt the very bottom of every page on Facebook, there’s a link that reads “Privacy.” The linkedpage is “A guide to privacy on Facebook,” which contains the latest privacy functions andpolicies. When in doubt, use the “Preview my profile” button on any privacy settings page tocheck how your information appears to others.3. Think carefully about who you allow to become your friendOnce you have accepted someone as your friend they will be able to access any informationabout you (including photographs) that you have marked as viewable by your friends. You canremove friends at any time should you change your mind about someone.4. Post media prudentlyWhen you post photos and videos, they are hosted by Facebook. Although you can limit vis-ibility to custom groups, this media still ives in the Facebook infrastructure. Do not postconfidential media or media to which you do not own the rights. If your media is owned by abrand or under copyright, watermarking is a must!Read More...
  • 7. Facebook Home Page/News Feed YOUR NEWS FEED (FRIENDS’ POSTS) You can Like, Comment, and Share directly from this pageVIEW AND ADDAPPLICATIONS HERE
  • 8. Facebook Profile with TimelinePROFILE PHOTO COVER PHOTO160 pixels x 160 pixels 851 pixels x 315 pixels APPLICATIONS BARYOUR TIMELINE/WALLShowing recent activ-ity and links/photosyou post. You can allowfriends to post here, too.
  • 9. What You Need To Know About TwitterJoining Twitter is also simple! You can sign up by entering your name, email, and a password on thehome page, TWITTER.COM.Twitter is fairly minimalist when it comes to profiles. Choose a username that is 15 characters orless—the one people use to follow you—upload a picture, add a 160-character biography, and link toyour website or blog. You can change your Twitter username anytime. Your followers will remain.The list of tweets from people you follow is called your Timeline. To post links, copy and paste theURL for the webpage you want to post. Twitter will automatically shorten long URLs. You can alsouse a Link Shortening tool, such as,, or Tinyurl (see glossary).To make sure specific people see your status updates, try “mentioning” them. To mention anotheruser, add the person’s username to the tweet with an @ symbol in front of it. These tweets willshow up in the mentioned user’s own Twitter stream. If you don’t want your Tweet to be seen pub-licly, you can direct message or “DM” someone by typing just the letter D before that username, fol-lowed by your message.To add your location to Tweets, click the cross-hair icon under the “Compose new tweet” box youuse to write your 140 characters . Twitter automatically detects your location and adds to the tweet.
  • 10. Twitter Home Page/Tweet Timeline Type your tweet here Link shortened with Add a photo Add your location Automatically shortened link Mention Hashtag
  • 11. Twitter Profile Page Twitter Avatar 48 pixels x 48 pixels Twitter Background 1600 pixels x 900 pixels Retweet
  • 12. What You Need To Know About LinkedInJoin LinkedIn by entering your name, email, and a password on the home page,LINKEDIN.COM. Once you log in, a simple instruction-based interface leadsyou through the process of setting up your profile data, with tips for improve-ments to reach completion. To make future edits, click the Profile menu.While LinkedIn has an area for status updates, it’s meant to be for professionalupdates only. It is not recommended that you link your Twitter account to yourLinkedIn Profile, unless you se Twitter to establish yourself as a subject matterexpert in your field. LinkedIn doesn’t let you tag. LinkedIn is not for media shar-ing, but you can always attach a video/photo link to a status update.Easily find “connections” (equivalent of a Facebook Friend) through geography,company, and industry searches. Reach out to colleagues for recommenda-tions and give recommendations for others. You will have an opportunity to re-view any recommendations received before they become public on your profile.For detailed instructions on improving your LinkedIn Profile from Tuck’s CareerDevelopment Office, downloadin their LinkedIn Tips Presentation.
  • 13. LinkedIn Profile Page
  • 14. LinkedIn Home Page
  • 15. What You Need To Know About Google+If you have a Gmail account from Google, you are automatically part of theGoogle+ network. You can log in to your Google Accounts page and accessGoogle+ via the “+YourUsernname” link. If you are not a Gmail user, go toPLUS.GOOGLE.COM to sign up.Google+ also thrives on detailed profiles. Much of this information is pre-pop-ulated, if you are using Gmail. For additional updates to your profile, click yourname in the upper right to make edits.On Google+, the list of your friends’ posts is called your Stream. Google+makes it easy to share media. In the “Share what’s new” box for status up-dates, you’ll find icons for adding photos and video. If you click “From yourphone” on the pictures menu, you can grab pics from an Android-based phone.On the video menu, you can grab clips from YouTube or your Android phone.Google+ puts a pushpin icon right in the “Share what’s new” box to determineyour location. Google+ for iPhone, will ask your permission to include your lo-cation info with each post.The +1 is the equivalent of a Facebook “Like”. You can “+1” any page in aGoogle Search.
  • 16. Google+ Profile Page
  • 17. What You Need To Know About PinterestPinterest is a visual content sharing service that allows members to “pin” images,videos and other objects to their pinboards. To sign up, go to PINTEREST.COMYou can set up your profile with basic info about yourself, your location, and an ava-tar image. You can then set up your Boards. These are categories for the imagesand content you will be collecting. Examples of possible boards include “For theHome” or “Recipes” or “Birthday Cake Ideas”To “pin” an image, install a “Pin It” bookmark on your browser’s bookmark bar toautomatically add large images from any webpage you are browsing to one of yourboards. Instructions for setting this up can be found in the ABOUT menu under “PinIt Button”. You can also upload images (pins) directly from your computer.Similar to Twitter, you gain followers and in turn, can follow other users. Their recentpins will appear on your home page. Similar to re-tweeting, you can “re-pin” anoth-er user’s image to your boards. Similar to Facebook, you can “like” another user’spin, as well.Pinterest is a great way to collect for yourself and share visual inspiration withfriends. If applicable, be sure to credit original image sources in the pin description.
  • 18. Pinterest Home Page View your profile & pinboards All pins from people you follow
  • 19. Pinterest - Your Boards Page Your avatar & profile information Your Boards
  • 20. What You Need To Know About The Others• HootSuite • Foursquare Social media management system that helps Members note their locations with a mobile phone and can find out where friends are for brands streamline campaigns across social networks such as Twitter, Facebook, LinkedIn, and Google+. location-based networking.• Flickr • Vimeo A respectful community of passionate creatives A popular online photo management and sharing application. who share the videos they make. • Youtube • SVPPLY A social shopping site that allows you to keep A video-sharing website, on which users can upload, view and share videos. track of products you like.• Tumblr • Quora A question-and-answer website created, edited A free blog hosting platform with customizable templates with photos, mobile apps, and social and organized by its community of users. networking functions • Dribbble• Instagram What are you working on? Dribbble is show and tell for designers & art directors. A fast, & fun way to share your life with friends through photos, available for iPhone and Android. Take photos & apply creative effects.
  • 21. Social Media on Your Mobile DevicesApplications for iPhone, iPad, Blackberry, and Android are available for the followingsocial media services: - Facebook - Twitter - LinkedIn - Instagram - Pinterest - Foursquare - Hootsuite (aggregator)Most of these applications ask if you would like to receive “Push Notifications”This means that these applications will automatically download news/status updatesand notify (usually make a sound or send you a message) to alert you. It is generally inyour best interest to choose to turn these off/disable. This not only conserves batterypower, but prevents constant phone disturbances throughout the day.
  • 22. General “Netiquette”Facebook Tagging Only tag friends in photos in which they actually appear Honor any requests from a friend to be untagged Liking Liking is a form of public endorsement. People can see what conversations, photos, causes, people, and brands you have liked. Use the same level of judgment you would use when entering information in your profile.Twitter Retweeting Credit the original Tweeter in your Re-Tweet by including the username Direct Messaging If you are sending personal info about yourself or another person (address, phone number, etc), making a private comment, or communicating any thing that may not be fit for EVERYONE on the web to see should be sent as a Direct Message.Post/Tweet frequency Keep tweets to 3 per hour at a maximum and Facebook posts to 3 times per day.
  • 23. What You Need to Know About PrivacyFacebookIn the “Home” menu under “Privacy Settings”, you can adjust the visibility of past posts,limit what applications can access your profile, who can find your profile and send friendrequests, and create custom friend groups and privacy settings for particular media.TwitterYou can protect your tweets in “Settings” by clicking on the Profile icon in the top naviga-tion bar. Users have to request permission to follow you, and only those you allow are ableto see your tweets.GoogleYou can choose to share links, photos, and documents with particular circles and/or indi-viduals by editing the “Visible to:” field above your posted content.The Case For/Against “Linking” Your Social Media AccountsWhen signing up for new social media accounts, you are often prompted to “Link” yournew account with an existing social media account (Facebook, Twitter). While this canserve as a convenient way to import friends/contacts, be wary of automating data be-tween services, as each service has its own set of privacy tools and settings.
  • 24. Tools and TricksLink Shorteners for Twitter TinyurlSocial Media Aggregators - mobile applications and web dashboards that allow you toview and post to multiple social media services, including Twitter & Facebook Hootsuite - Tweetdeck - Visualizations & Trends Tweet clouds - Facebook visualizations - Facebook applications that allow you to see graphic representations of your friend network, according to geography, popularity, and interest groups (examples - Facebook Friend Wheel, TouchGraph Friend Browser) Realtime hashtag trends - Social Sharing to your Website AddThis (3rd party sharing button generator) Twitter Search, Favorites & List Widgets - Facebook Profile, Like & Photo Badges -
  • 25. GLOSSARY: Terms You Should KnowAddThis - AddThis is a social bookmarking service that provides a code Connections - The LinkedIn equivalent of a Facebook ‘friend’ is a ‘connec-users can put on their websites so that when people visit that site, they tion. Forge meaningful relationships and connect with users who you’vehave the option to share via Facebook, Twitter, etc. Its analytics service done business with, would recommend, have strong professional synergycan show you which pages are trending, where people are interacting with with, or can help you with your career in the future. Consider professors,your brand, and what they’re saying about your content on Twitter. classmates, alumni, past/present co-workers & managers, and potential employees.Avatar - An avatar is an image or username that represents a person on-line within forums and social networks. Creative Commons - Creative Commons is a nonprofit corporation dedi- cated to making it easier for people to share and build upon the work - is a free URL shortening service that provides statistics for others, consistent with the rules of copyright. It provides free licenses andthe links users share online. Bitly is popularly used to condense long URLs other legal tools to mark creative work with the freedom the creator wantsto make them easier to share on social networks such as Twitter. it to carry, so others can share, remix, use commercially, or any combina- tion thereof.Blog - Blog is a word that was created from two words: “web log.” Blogsare usually maintained by an individual or a business with regular entries of Facebook - Facebook is a social utility that connects people with friendscommentary, descriptions of events, or other material such as graphics and others who work, study, and live around them. Facebook is the largestor video. Entries are commonly displayed in reverse-chronological order. social network in the world with more than 800 million users.“Blog” can also be used as a verb, meaning to maintain or add content to ablog. Flickr - Flickr is a social network based around online picture sharing. The service allows users to store photos online and then share them with oth-Chat - Chat can refer to any kind of communication over the internet but ers through profiles, groups, sets, and other methods.traditionally refers to one-to-one communication through a text-basedchat application commonly referred to as instant messaging applications. Follow Friday (#ff) - Follow friday is a trend via the hashtag #ff every Fri- day on Twitter. Users select other usernames and tweet them with #ff inCircles - Circles are clusters of a user’s friends on Google+, meaning you their post, meaning they recommend following those Twitter users.can group certain people you choose to connect with on your Google+ intoa certain Circle–such as colleagues, college connections, family, etc. When Foursquare - Foursquare is a social network in which friends share their lo-you want to share content with only these individuals, you include that cations and connect with others in close physical proximity to each other.specific Circle in your post’s sharing options. The service uses a system of digital badges to reward players who “check in” to different types of locations.Comment - A comment is a response that is often provided as an answeror reaction to a blog post or message on a social network. Comments are a Friends - These are individuals you consider to be friendly enough with youprimary form of two-way communication on the social web. to see your Facebook profile and engage with you.
  • 26. Google+ - Google+ is Google’s new social network. It differs in that sional networking. As of June 2010, LinkedIn had more than 70 million reg- it promotes social sharing that is more similar to how people share istered users, spanning more than 200 countries and territories real life by providing features such as one that limits who you are talkingto, creating 1-on-1 conversation. News Feed - A news feed is literally a feed full of news. On Facebook, the News Feed is the homepage of users’ accounts where they can see all theHashtag - A hashtag is a tag used on the social network Twitter as a way to latest updates from their friends. The news feed on Twitter is called Time-annotate a message. A hashtag is a word or phrase preceded by a “#.” Ex- line (not to get confused with Facebook’s new look, also called Timeline).ample: #yourhashtag. Hashtags are commonly used to show that a tweet, The LinkedIn news feed is called LinkedIn Today.a Twitter message, is related to an event or conference, online or offline. Retweet - A retweet is when someone on Twitter sees your message andHootSuite - HootSuite is a social media management system that helps decides to re-share it with his/her followers. A retweet button allows thembrands streamline campaigns across social networks such as Twitter, to quickly resend the message with attribution to the original sharer’sFacebook, LinkedIn, and Google+ Pages. Teams can collaboratively moni- name.tor, engage, and measure the results of social campaigns from one secure,web-based dashboard. Social Media - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishingInstagram - Instagram is a photo sharing application that lets users take, apply filters to their images, and share the photos instantly on theInstagram network and other social networks like Facebook, Flickr, Twit- Social Media Monitoring - Social media monitoring is a process of moni-ter, and Foursquare. The app is targeted toward mobile social sharing, and toring and responding to mentions related to a business that occur inin just over one year, it has gained almost 15 million users. Currently, it is social media.only available for iPhone devices. Tag Cloud - A tag cloud is a visual depiction of user-generated tags, orKlout - Klout is a measure of social influence. The service allows users to simply the word content of a site, typically used to describe the content ofconnect various social accounts such as Facebook, Flickr, YouTube, etc., web sites.and then provides every user with his or her Klout score. The score is outof 100--the higher the score, the more inlfuence you have on the social Timeline - Timeline is the new Facebook format for personal profiles. It isworld. essentially a digital scrapbook of a user’s life, displaying their profile in an actual timeline format so they can see at exactly what point in time some-Like - A “Like” is an action that can be made by a Facebook user. Instead thing a story occurred.of writing a comment for a message or a status update, a Facebook usercan click the “Like” button as a quick way to show approval and share the Trend - A trend is seen on every social network. Facebook shows what ismessage. trending when multiple users are sharing the same link or discussing the same topic. Google+ highlights trending topic when a user conducts aLinkedIn - LinkedIn is a business-oriented social networking site. Founded search. Twitter has a section to the bottom right of its home feed whichin December 2002 and launched in May 2003, it is mainly used for profes- clearly shows what topics and hashtags are trending in tweets.
  • 27. Tumblr - Tumblr lets users share content in the form of a blog. Users can post text, photos, quotes, links, music, and videos fromyour browser, phone, desktop, or email. Learn more... News & TrendsTweetDeck - TweetDeck is an application that connects users with con-tacts across Twitter, Facebook, MySpace, LinkedIn, and more.Twitter - Twitter is a platform that allows users to share 140-character- - Mashable http://www.mashable.comlong messages publicly. User can “follow” each other as a way of subscrib-ing to each others’ messages. Additionally, users can use the @usernamecommand to direct a message toward another Twitter user. - ReadWriteWeb http://www.readwriteweb.comTwitter Chat - A Twitter Chat is a chat or discussion that is held on Twit-ter and is open to all users. Questions are prompted from the user hosting - Social Media Today http://www.socialmediatoday.comthe chat, while anyone else can respond using a particular hashtag. Thehashtag is the marker for someone participating in the chat.Twitter Search - Twitter Search is a search engine operated by Twitter to - Tech Crunch http://www.techcrunch.comsearch for Twitter messages and users in real time.URL - A URL is most popularly known as the “address” of a web page on - O’Reilly Radar http://www.radar.oreilly.comthe web (e.g. - Vimeo is a popular video sharing service in which users can upload Recommended Articlesvideos to be hosted online and shared and watched by others. Vimeo user “Demystifying Social Media” - McKinsey Quarterlyvideos are often more artistic, and the service does not allow commercial content. “Crafting the Most Re-Tweetable Tweet You Can” - Social Media TodayWidget - A widget is an element of a graphical user interface that displays information arrangement changeable by the user, such as a window or “Curse You Pinterest, I’m Hooked” - Mashable Social Mediatext box. - YouTube is a video-sharing website on which users can upload, “Even More Ways To Master Facebook Timeline” - ReadWriteWebshare, and view videos. Three former PayPal employees created YouTube February 2005. In November 2006, YouTube, LLC was bought by GoogleInc. for $1.65 billion, and is now operated as a subsidiary of Google. You- “Google+ Tips for Beginners” - CIO MagazineTube is the largest video sharing site in the world.