For people with little to no social media experience, this presentation provides an overview of the basic tools, functions, and terminology of Facebook and Twitter. In addition, it examines the strategies that successful brands are implementing on these platforms to increase engagement with customers.

1. Facebook and Twitter
For Beginners

2. Facebook: How Does it Work?

3. Getting Started
To set up your business on Facebook, go to the bottom of the home page
(www.facebook.com) and click “Create a Page”.

4. Choose Your Category

5. Create an Account
To set up a Business Account, you need to provide an email, password,
birthday, and complete their security check.
You can
create a
page
through your
personal
Facebook
account.

6. What’s on Your Page?
The top of your company’s Facebook page has a Profile Picture (1),
Cover Photo (2), Description (3), photos (4), Likes (5), and Location (6).
(1)
(2)
(3)
(4) (5) (6)

7. What Is It?
● A “Profile Picture” is the main image that
appears when you interact with people
● A “Cover Photo” is a background image on
your page that adds visual interest
● “Likes” are people who are following your
page’s updates
○ People can follow you by clicking a big “like” button
that appears on your page

8. Your Timeline
Your timeline is the list of all your updates that is shown on your company’s page. It is
arranged chronologically, moving in an upward zigzag with the most recent post at the top
(shown in red).

9. News Feed
Your News Feed is a list of all updates from your network. In addition to
seeing your own posts, you will see the updates of people and
companies that you follow.
The News Feed gives
you quick access to your
own page, messages,
and more
You can share
updates on the
News Feed by
clicking the box at
the top. You can
share text, links,
and photos.

10. Posting
● Posts show up on your company
page and on the News Feed of
your followers
● Just like with your company’s
page, people can “like” individual
posts, which gives your page
more exposure
● People can also leave comments
on individual posts
● Finally, people can share your
post with their friends
● People can also share posts with
you by putting them on your
timeline
As the administrator of your page,
you can see how many people are
viewing individual posts.

11. Twitter: How Does it Work?

12. Getting
Started
To sign up for Twitter, go to its home page (www.twitter.com) and provide
your full name, email, and password.

13. Setting up an Account
Twitter will ask you to create a username, also known as a “Twitter Handle”. This
is a unique name that will appear when people see your activity.

14. Your Twitter Page
You can customize the images on your Twitter page. Similar to Facebook, there is a
profile picture (1) and cover photo (2). Your page has a description (3) and a list of
all your tweets (4). It will also show pictures you’ve posted (5). It lists how many
tweets you’ve sent (6), how many people you follow (7), and how many people are
following you (8).
(1) (2)
(3)
(4)
(5)
(6) (7) (8)

15. How Does Twitter Work?
● Twitter is a fast-moving platform that allows you to send mini
updates (tweets) to followers
● Each tweet must be 140 characters or less
● Users follow different accounts. Once they are following they see
all the tweets sent from that account
● Users can Retweet (RT) messages, which means they are sending
another user’s message to their followers
● Users can like tweets by marking them as Favourite
● Users who follow each other can send each other Direct
Messages (DM), which are private

16. How To See Updates
The home page shows all tweets being sent by the accounts you follow. By
hovering your mouse over these tweets, you will get the option to reply or
retweet. Replying allows you to send a public message to the user in response to
their post. Retweeting will send their original message to your followers.

17. Interacting with Users
The Connect page on Twitter shows all interactions between you and other Twitter users. It
shows you who new followers, tweets you were mentioned in, replies, and your tweets that
have been retweeted

18. Initiating Interactions on Twitter
● Go to the page of the user
you want to interact with
● Click on the person
symbol and choose the
option you want
● “Tweet to…” will allow you
to compose a tweet that
they will be tagged in
○ They will receive a
notification that you
have done so
● “Send a Direct Message”
is only available if you are
following the user and
they are following you. It
is a private message that
only the two of you will
see

19. #Hashtags
● Hashtags are words or
phrases that begin with
the “#” symbol
● Hashtagging a word or
phrase makes it easy for
people to find tweets on
a certain topic
● People can search by
hashtag and see all
tweets using it
● Phrases that are
hashtagged must be
written without spaces
● Hashtags are also used
on Facebook

20. How are companies
using social media?
A Few Examples

21. Engaging with
Community
● Not traditional advertising
● Establishes personal
relationship with
customers
● Promotes sense of
community among
consumers of brand
● Builds brand loyalty
● Promotes sharing on
social media (a growing
form of word-of-mouth
advertising)

22. Social media sharing =
“word-of-mouth” advertising

23. Brand
Development
“The Coca-Cola Facebook Page is a
collection of your stories showing how
people from around the world have helped
make coke into what it is today.”

25. Companies such as Coca-Cola are using social media to influence public
perception of their brands. Here, they are associating their brand with
international development and humanitarian initiatives.
This is an example of how companies can effectively tailor their
communications around a given theme which may have nothing to do with
their core product or services. The take-away message here is that social
media can be a powerful tool for developing (or modifying) public
perception of your brand.

26. Twitter:
Additional
Uses of
Social Media
In our previous presentation, we described how social media is becoming increasingly important in
customer service. Here, we see three additional uses of social media:
● Human Resources
● News Releases (formal and informal)
● Marketing Campaigns and Promotions

27. Human Resources
and News Releases

28. Marketing and Promotions

29. The Message
Social media is here to stay, and is as diverse as it
is powerful. Getting started with social media can
be daunting at first, but it is well worth the effort in
the long run.
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