BSM class three summer 2012

1. Session III:
Beginning Social Media
Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo galindoyadira@gmail.com
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2. Session III Overview
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3. Session I & II Review
• Social media will help you enhance your online
brand and expand your reach
• Develop a social media strategy and protocols
• Engage your audience; communicate, don’t talk to them
• Your profile is your first impression, design it wisely
• Pinterest 101: Fastest growing social network ever;
mostly women; very visual
• Google+ 101: The fourth attempt to create a social
network; slow to catch on but has great features like
Circles and Hangout; good SEO potential
• YouTube 101: Second largest search engine behind
Google Search; 4 billion hours of YouTube viewed monthly
• Facebook 101: Features personal accounts, Groups and
company pages; share photos, video and text 3

4. Social Media 101: Twitter
• Think of Twitter as a mini-blog. Or, to
be more exact, a micro-blog.
• Allows users to send text-based
updates called tweets, up to 140
characters long.
• Over 140 million active users as of
2012 generate over 340 millions
tweets daily.
Twitter was founded • Service is public by default and it is
in March 2006, but far more accessed by mobile device
soared in popularity than by desktop.
after 2007 SXSW.
• Demographic is older, newer to social
More on Wikipedia. media. Also, slightly more women.
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5. Social Media 101: Twitter
From The 5 Stages Of “Getting” Twitter 10

6. Social Media 101: Twitter
Stage 1 – Denial
(“Twitter is a waste of time.”)
Stage 2 – Anger
(“Why would I care about what people
are having for breakfast?”)
Stage 3 – Bargaining
(“I’m only signing up because my friends are on there.”)
Stage 4 – Depression
(“It doesn’t make any sense.”)
Stage 5 – Acceptance
(“I get it!”)
From The 5 Stages Of “Getting” Twitter 11

7. Social Media 101: Twitter
Stage 5 – Acceptance (“I get it!”)
Many people don’t get to this stage, abandoning their Twitter
accounts somewhere between bargaining and depression. But for
those that do it’s totally worth it. They keep plugging away, keep
reading, keep learning, keep asking questions and keep doing it.
Suddenly, the light bulb goes on. Nobody can tell you what Twitter
is, because Twitter isn’t any one thing. You have to find out for
yourself. Then, suddenly, it’s your Twitter. You own it. You shape
it. And you get it. It’s a beautiful moment. And often those who
were the most resistant, and the most critical, become the biggest
evangelists.
-- From The 5 Stages Of “Getting” Twitter
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8. Social Media 101: Twitter
Anatomy of Twitter
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9. Social Media 101: Twitter
Why should I use it? Finding my Twitter voice
1. Micro-blogging 1. @Replies
2. Quick answers 2. Retweets
3. Finding a job 3. Blog Posts
4. Text-meets-conference call 4. “As-It-Happens” Updates
5. Photos
5. Venting (Keep it clean)
6. Questions
6. Keeping up with your team
7. Answers
7. Movie, restaurant reviews 8. Maladies
8. Political, social causes 9. Celebrations
10. Digital small talk
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10. Social Media 101: Twitter
Do:
Be helpful.
Be relevant.
Engage.
Share.
Don’t:
Be annoying.
TWEET IN CAPS!
Brag or over-promote you/your company.
Be toxic.
Be illiterate.
Whine. 14

11. Social Media 101: LinkedIn
• The world’s largest professional social network.
• Finally, there’s an (iPad) app for it! LinkedIn
has 150 million users, and the iPad is the
fastest growing device on the network. More
than 22% of LinkedIn traffic comes from
mobile devices; a year ago, that figure was
8%. (Mashable)
Launched in May • Most popular industries: Tech, Finance,
2003, LinkedIn’s Manufacturing; most popular job functions:
membership grows Entrepreneurship, Sales, Operations
by approximately
two new members • Slightly more men, and the bulk of
membership are in age range of 25-54. Teens
every second.
are the fastest growing group, and growing
fastest in Latin America, Asia and Africa. Most
More on Wikipedia. users in U.S. while fastest growing country is
Indonesia.
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12. Social Media 101: LinkedIn
Anatomy of a LinkedIn Profile
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13. Social Media 101: LinkedIn
LinkedIn Basics:
1.Write a dynamic headline with a summary on
your profile. Use keywords.
2.Use a professional photo that makes you look
serious about doing business.
3.Get rid of LinkedIn’s dynamic URL.
4.Make sure to complete your education and
experience sections. Again, use keywords.
5.Proofread your profile before saving it. Your
profile is a reflection of you, so you want it to look
professional.
6.Is your profile public? It should be.***
7.Ask people you know and with whom you have
done business to “recommend” you. (More.)
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14. Social Media 101: LinkedIn
To look like a LinkedIn Pro:
1. Completely complete your profile.
2. Add connections, and send personalized
messages when doing so.
3. Join Groups.
4. Answer questions.
How does the 5. Regularly update your status
average executive
use LinkedIn?
He or she logs on 6. Don’t ignore:
anywhere from a few 1. Company Pages
times a week to daily, is 2. Jobs Listings
a member of at least
3. Learning Center
one group, and does not
pay for a premium 4. http:resume.linkedinlabs.com
account. (More.)
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15. Managing multiple profiles
Vs.
Hootsuite TweetDeck
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16. Final project
• 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, present 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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