This document provides an overview of Session IV of a social media certificate program. It discusses the final project requirements of developing a social media strategy or analyzing an organization's social media efforts. It then covers social media platforms like Instagram, Flickr, blogs, and others. It provides tips on managing a social media crisis and tools for measuring social media impact and managing multiple profiles. The document concludes with a review of engaging content and platforms like Facebook, Google+, LinkedIn, and Pinterest.

1. Session IV:
Beginning Social Media
Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo galindoyadira@gmail.com
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2. Session IV Overview
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3. Final project: presentation
• Develop a social media strategy
 Define goals and objectives
 Pinpoint your audience
 Identify potential evangelists/super-sharers
 Audit your resources (I mean really audit!)
 Encourage and reward buy-in internally
 Establish a social media protocol
 Start using social media
 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 4 of the following:
authenticity, transparency, ethics, listening/monitoring, outreach/engagement,
building conversation/community, strategic planning
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4. Social Media 101: Instagram
Instagram is a mobile app that
allows you to share photos fast.
•In 2012, Instagram saw an
increase of 400 percent—going
from 15 million users to 80 million
by July.
•In September, this photo sharing
app had more traffic than Twitter.
•7.3 million people use it daily.
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5. Social Media 101: Instagram
You can change the tone, the color,
crop and share!
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6. Social Media 101: Instagram
Instagram added some Web
functionality. For the
moment it is simply letting
people view your profile and
images.
For business or professional
networking take advantage
of this feature and fill out
your bio.
It is one more way to get
your brand out there.
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7. Social Media 101: Instagram
How will you use it?
•Run contests?
•Share behind-the-
scenes information
•Promote events
•Show your products
•Holiday themes
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8. Social Media 101: Others
•Flickr
•Yelp
•Skype
•Foursquare
•Blogs:
WordPress, Tumblr, Posterous
•MySpace -- really?!
•And many, many more!
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9. Social Media 101: Social Media Crisis
Have an angry customer using social media to
air grievances? Here is what to do:
1. Respond quickly, but only with facts or
approval to make good on problem
2. Respond as you would someone you are
“talking” with, not robotic
3. Don’t be defensive
4. Send a direct/private message if
appropriate
5. Reach out through the social media
channel used
SOURCE: http://www.lifehealthpro.com/2012/11/19/5-steps-to-combat-your-worst-social- 20
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10. Social Media 101: Social Media Crisis
Sprint wireless
Situation: It’s Black Friday and Sprint is offering a dynamite and
highly marketed deal on three Samsung phones, including one of the
leading ones on the market. Demand is high causing its website to
crash and phone lines are tied up. Customers are upset and saying it.
Sprint Michael Adsit Jr - With such a hot deal the webpage is extremely busy. I really appreciate your patience with the site.
Please don't hesitate to let me know if you have any further questions and I'll be happy to help as much as I can. I sincerely
hope your friend's dad gets better soon, he is in my thoughts! *Ben
Sprint Letitia Monsey - I'm sorry about the issues with sprint.com. Were you able to get your order processed? Also, for the
activation fee wavier, was this a new line of service or an upgrade? Please let me know and I can help you complete the order
if need be. Thank you *KC
Jeff Teamdeadlyhertz Lockhart Thats BS, you just tried and got through? Are you kidding me, I have been trying non stop
now since 3PM eastern and every time I get an error...now I get this message that you all are enhancing the site...how is it
you just get through? I have been with Nextel since 1998 and with Sprint ever since the merger, with 4 lines on my account.
If I cant get through in the next 15 minutes. Me and my 4 lines wont be a Sprint issue anymore. This is crazy
Michael Howard Schine Turned away at store because they are sold out. Called 800SPRINT1 on the flyer; they are closed.
Tried sprint.com/holiday, but the purchase section is temporarily unavailable. Tried 8668667509, told 15 minutes wait and
press "1" to hold, received a rapid busy signal. Store implied offer is limited quanities. Seems like Sprint, a
telecommunication company, does not have telecommunication capability to handle current customers. Very disappointed.
Sprint Kasey Ann - I'm here for you! I would need to look at your account to check for the order. Can you please email me
your phone#, PIN and any order details you are willing to provide to Sprintcares@sprint.com Attn:KC. I want to get to the 20
bottom of this for you. Thank you *KC

11. Social media management
•Check your Klout score
•Create Google Alerts
•Set notifications
•Create search lists with your
name/brand
•Search on review sites like Yelp
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12. Measuring your own impact
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13. Managing multiple profiles
Vs.
Hootsuite TweetDeck
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14. Managing multiple profiles
Hootsuite
•Manage multiple social profiles
•Schedule messages
•Track brand mentions
•Analyze social media impact
•Create and monitor lists, search terms
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15. Class Review
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16. More than a wallflower:
Engagement & quality content
 Define goals and objectives
 Pinpoint your audience
 Identify potential evangelists/super-sharers
 Audit your resources (I mean really audit!)
 Encourage and reward buy-in internally
 Establish a social media protocol and strategy
 Start using social media
 Post photos, video and other original content
 Measure results
From How the heck do I start building a social
media marketing strategy?, Green Buzz Agency
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17. Social Media 101: Facebook
DO’s
1. Use video
2. Use original photos
3. Post links that brand you
4. Post content from other
reliable sources It’s your brand/name.
Protect it. Promote it.
Have fun.
Don’ts
1. Inappropriate photos Not seeing notifications from Pages
2. Confessionals you’ve “Liked”?
3. Risky behaviors To ensure that you're receiving timely
4. Talk bad about your updates place your cursor over the
LIKED button on the Facebook page and
employer click on GET NOTIFICATIONS. You will be
notified of new posts! 20

18. Social Media 101: Google+
• It’s got a long way to go before it can rival
the likes of Facebook, but don’t discount it.
Keep an eye on it.
• Earlier this year, it reported 100 million
users and 60 percent daily engagement.
• As of February, Google+ users are only
spending 3.3 minutes monthly and trending
down. By comparison, Facebook users
currently spending 7.5 hours using monthly.
• If you use it, it can benefit your SEO.
• Hangouts and Circles are its best features.
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19. Social Media 101: LinkedIn
• The world’s largest professional social network.
• It isn’t just for people looking for a job. It is for
people who want to network.
• Great place to learn more about potential
clients, customers and sources if you’re a
reporter.
• Good way to keep up with what the industry is
doing and news relevant to your business.
• What tools are other like-minded professionals
or businesses using?
• You’re more likely to be accepted as a contact
here than on Facebook if you are “cold-calling”
someone you have never met.
• Make sure to use a professional photo and
complete as much of your online profile as
possible to brand yourself. 15
• Join groups.

20. 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.
• It’s not for everyone, but since it’s growing by
leaps and bounds. Play with it. Find out if your
audience is using it.
• Popular with American women and, in 2012, it
was reported that 83% of the U.S. users were
women.
• You need lots of good quality photos and video.
• Don’t just share your content. Repin other
people’s content also.
• Great for contests.
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