This document discusses various social media networks and strategies for using them effectively. It analyzes the most popular social networks in the US including YouTube, Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pinterest, and Reddit. For each network, it provides statistics on user demographics and behaviors. It also gives tips on creating engaging content for each platform, such as using visual images on Pinterest or developing video content for LinkedIn. Exercises are included to have the reader develop sample social media posts for their paper on different networks.

1. L I N K E D I N , P I N T E R E S T, S N A P C H AT
A N D T H E K I T C H E N S I N K
C L A S S 5

2. T O P S O C I A L
N E T W O R K I N G S I T E
I N T H E U S
• YT, FB and the Rest
• But these are huge
number. You are going to
have
• Notice how far down
Twitter has fallen

3. B R E A K D O W N
B Y A G E
• YT and Facebook are
almost universal
• Older Millenials, Gen X
may be a bellwether in
some ways for what’s done
- e.g. IG usage over Twitter
• Theories about younger
millennial and Gen Z
usage of SC/IG vs. YT/FB?

4. G L O B A L P I C T U R E
O F S O C N E T S
• Wait a minute? LinkedIn?
Reddit? Tumblr?
• WhatsApp is huge
internationally
• Each global region has its
preferences
• Find the niche

5. F I N D T H E N I C H E
A L M O S T E V E RY M A J O R I N T E R E S T G R O U P O R P R O F E S S I O N H A S T H E I R O W N S PA C E

6. P I N T E R E S T
• Why it matters? Women represent 81%
of user base
• Men account for only 7% of total pins
on Pinterest
• Two million shopping related pins are
saved every day
• 87% of Pinners have purchased a
product because of Pinterest, 72%
decide to buy offline
• As much about search as anything else
• Tips - 2x3 image with text on image,
then use a short description written
towards search
• Advertising makes a huge difference

7. E X E R C I S E : C R E AT E
A P I N F O R Y O U R PA P E R

8. L I N K E D I N
• Professional network - Attracts more
conservative professional
conversations — Examples, B2G, B2B
(Lawyers), etc.
• Great for employee and recruitment
communications
• Claims 500 million users, 260m
monthly, only 60m are mobile
• Moving heavily towards video
• Posts - Facebook like visual media
posts work, use hashtags.
• Articles, and deep content are also
good feeder tools
• Advertising is kind of meh on LinkedIn

9. E X E R C I S E : C R E AT E A
L I N K E D I N U P D AT E F O R Y O U R PA P E R

10. S N A P C H AT ’ S
N O T D O N E Y E T
• 188 million users and 3 billion updates,
everyday
• Where smartphones reign use visual media
• Geofencing critical for advertising
campaigns
• 78% of U.S. 18-24 year olds are on the
network, 60% of all users
• Recovering from February scandal which
minimized stories, ads. 83% users were
unhappy…
• But, SnapChat benefits by not being a
Facebook company
• Sexting, cyberbullying and harassment
issues on SnapChat

11. E X E R C I S E : D E V E L O P A N I N S I D E R ’ S
P R O M O T I O N A L S N A P F O R Y O U R PA P E R

12. R E D D I T
• Only 6% of U.S. on it BUT…
• 82 billion page views a year, >50%
in the U.S.
• Making it the 8th most popular
site in the world
• 70% male
• 58% 18-29
• Average engagement is 15
minutes
• Highly conversational
• Stuff goes viral on Reddit and
spreads

13. M A K E Y O U R S E L F A R / E D D I T P O S T !

14. R E M I N D E R S -
W H AT W O R K S F O R
E N G A G E M E N T ?
• Talk to them.
Seriously.
4:1 Pareto’s principle
• Highlight them
• Visual media and other forms of
exciting content
• Newsjacking
• Leverage influencers
• Empower them to speak for the
brand or cause

15. R E M I N D E R S : W H AT
T O A N A LY Z E
• Outcomes (e.g. sales and
actions)
• Inbound traffic
• Bounce rates
• Engagement
• Strength of community
• NOT REACH

16. S L A C K E N G A G E M E N T C O N T E S T - TA L K T O M E
T W O W I N N E R S ! ! ! 5 P O I N T S
N E X T T W O W E E K S

17. N O C L A S S N E X T W E E K
S E E Y O U O N 1 0 / 1 5