1. 1
Session I:
Understanding Social Media
Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo galindoyadira@gmail.com

2. 2
Welcome!
• I’m Yadira Galindo, your tour guide
through the wonderful world of social
media.
• Former print reporter turned public relations
specialist and now lecturer
• Email: galindoyadira@gmail.com
• Cell: 619-379-3977 (text okay)
• You can find me online and friend/follow me!
• Facebook (yadira.galindo)
• Twitter (yadira_galindo)
• LinkedIn (yadiragalindo)
• Class introductions
• Name, short bio, SM experience
• Why are you here?
My avatar on
Twitter, LinkedIn,
Google+, Instagram
and Pinterest

3. 3
Agenda
• We have a lot to cover over the
next four weeks. Fasten your
seatbelts!
• First things first, friend me on
Facebook, right now!
• Pass out syllabus
• Introduce BSM Online
• Online classroom for BSM
on Facebook
• “Secret” group
• Post assignments here
• Ask questions! Engage!

4. 3
Assignment 1: Due Wednesday
Assignment 1:
All students:
1. Post a link to a social media
article/blog on something you didn’t
know regarding social media with a
short summary of what you took
away from this article.
2. Comment on posts by two of your
classmates.
3. Review your Facebook account. Do
you see any changes you need to
make? Post on our FB group site
changes you’re making and why, or
why changes are unwarranted.

5. 3
Assignment 1: Due Wednesday
Assignment 1:
Matriculated students only:
1. Assignments from previous slide.
2. Post three times on Facebook.
Subject should be related to social
media, your major or your career
interests.

6. 6
Requirements
• Weekly attendance
 Sign-in required! With only four weeks in the course,
missing a class could adversely impact your score!
• Completion of weekly assignments
 posted to BSM Online weekly
• Participation in class and on BSM Online
• Final project
 will be discussed in further detail in session III

7. 7
Course Overview
Most popular social networking sites in 2013
based on unique monthly visitors
1.Facebook – 1,100,000,000
2.YouTube – 1,000,000,000
3.Google+ – 359,000,000
4.Twitter – 288,000,000
5.LinkedIn – 110,000,000
http://growingsocialmedia.com/social-media-statistics-and-facts-of-2013-infographic/

8. 8
Course Overview
• According to the course description,
we are going to be very busy!
• Introduction to web-based social media tools.
Get a broad overview of applications such as
Facebook, Twitter, Google+, Pinterest and others for
use as professionals’ tools. Class explores
engagement, managing social networks and delivering
quality content. Other topics include web branding
and promoting a brand across platforms.
 Note: Social media is a constantly evolving topic of
discussion. For that reason, the changing times could
result in a change in the syllabus. Stay tuned!

9. Course Overview
You are here, so the assumption can be
made that you understand the influence
and impact social media can have for a
professional in today’s fast-paced world.
9
More:
http://www.socialnomics.net/2013/01/01/social-media-video-2013/

10. Course Overview
10
Facebook got a toy… And Twitter followed…

11. Course Overview
11

12. 12
Course Overview
• Goals & Objectives
 The point isn’t to learn the ins and
outs of every one of the latest social
networking trends.
Instead, it is to …
 understand the hows and the whys,
 use it to enhance your online brand and expand
your reach,
 and embrace the ability to adapt regardless of the
tools.
Because they will change!

13. 13
Social Media 101
http://pewinternet.org/Reports/2013/Social-media-users/Social-Networking-Site-Users/Overview.aspx
Internet users under 50 are
particularly likely to use a social
networking site of any kind, and
those 18-29 are the most likely
of any demographic cohort to
do so (83%).
Women are more likely than
men to be on these sites. Those
living in urban settings are also
significantly more likely than
rural internet users to use social
networking.

14. 14
Let’s get started!

15. Social media literacy & citizenship
 To promote content and
drive traffic
 Open dialogue with the
community they are trying to
reach
 Research and news gathering
 Crowdsourcing and building a
community of resources
 News & information
publishing
 Blog & website
integration
 Build a network
 Establish a personal
brand
15
From Teaching Social Media, mashable.com
When this class began the discussion was about how
media professionals could simply and easily use social
media. The slide looked something like this.

16. Social media literacy & citizenship
 To promote content and
drive traffic
 Open dialogue with the
community they are
trying to reach
 Crowdsourcing and
building a community of
resources
 News & information
publishing
16
Over time, the discussion evolved.
Using Using Well
 Social media factor in
organic SEO
 Customer service
extending beyond the
1-800 number
 Crowdfunding,
recruitment of talent &
hiring
 Crisis management &
direct-to-audience
messaging

17. Social media literacy & citizenship
17Via Hootsuite, for more information visit http://youtu.be/zr_-55kiDLM
Social media is…

18. More than a wallflower:
Engagement & quality content
18
• In the sports world,
the most successful
teams have a great
playbook, a strategy
they employ to win a
game.

19. More than a wallflower:
Engagement & quality content
19
• 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
From
How the heck do I start building a social media marketing s
, Green Buzz Agency

20. Marketing is not social, have a
conversation
20
From Calculate the ROI of Social Media, briansolis.com
Average shelf life of a
social media post is
three hours!
According to Bitly

21. Looking good:
Making your profile count
21

22. Looking good:
Making your profile count
22
• Photos:
• Do not settle for the egghead
or the shadow man. Be you.
Illustrate who you are. Be
your brand.
• Select a headshot that
captures you as you really look
or want to be viewed.
• Use the same photo across
applications and save the
image with your name. SEO!

23. Looking good:
Making your profile count
23
• Usernames:
• Be you. Be your
brand. Not
@hottiemom74. Or
@tipsytommy.
Tip: To see if your desired name is available across all social media platforms, check out the social media too
– Social Media Today
• If you do, change it. Like yesterday. Favorite taken? Ideas.
• Take time to customize URL
in Facebook, LinkedIn, etc.
• Keep it short.
• Avoid inclusion of corporate
labels. You never know …

24. Looking good:
Making your profile count
24
• Bio:
• No bio = less followers.
• Be you. Be your brand.
Don’t be Bob Dylan song
lyrics.
• It’s only 160 characters.
Use the space wisely.
•Identify and include keywords that describe you, your business or
your interests. Who you would follow. Birds of feather …
•Do add a website URL. Help friends/fans/followers/connections.
•Be consistent across applications.

25. Looking good:
Making your profile count
25
Find an example of bio you like and why it works professionally.

26. Looking good:
Making your profile count
26Source: Leaders West Digital Marketing Journal
http://leaderswest.com/2013/06/01/infographic-how-to-create-the-perfect-facebook-profile-picture/

27. Social Media 101: Facebook
• Yeah. You know what it is.
• In 2012, Facebook announced that it
reached 1 billion users.
• Service is largely private, with access
granted by users and privacy setting
managed on a personal level.
• People 45 and older make up 46% of
Facebook users, 57% have completed
some college and more women than
men.
• Facebook made its public offering (value:
$100 billion) in 2012, but if you follow
the news it hasn’t been leaving up to
financial expectations.
15
Facebook was
founded in February
2004. Back then, it
was only available to
students at Harvard.
More on Wikipedia.

28. Social Media 101:
Facebook
15
• Slightly more women than men
• Largest number of users are
younger than 50
• Slightly more urban users
• But most other facts are
comparable
http://pewinternet.org/Reports/2013/Social-
media-users/Social-Networking-Site-Users/Demo-
portrait.aspx

29. Social Media 101: Facebook
16
Anatomy of Facebook
Profile
Profiles (Timelines)
represent individuals and
must be held by an
individual
Group
provides a closed space for
small groups of people to
communicate about shared
interests
Page
allows an organization, business,
celebrity or band to maintain a
professional presence

30. Social Media 101: Facebook
18
• Groups provide a closed space for small groups of
people to communicate about shared interests;
can be created by anyone.
• Privacy: In addition to an open setting, more
privacy settings are available for groups. In secret
and closed groups, posts are only visible to group
members.
• Audience: Group members must be approved or
added by other members. When a group reaches
a certain size, some features are limited. The
most useful groups tend to be the ones you
create with small groups of people you know.
• Communication: In groups, members receive
notifications by default when any member posts
in the group. Group members can participate in
chats, upload photos to shared albums,
collaborate on group docs and invite members
who are friends to group events.
Group members get
notified about all new
posts in a group unless
they choose to restrict
their group notification
settings.
If group privacy is set to
closed or secret, only
group members will be
able to see things that get
posted in the group.