1. Session II:
Beginning Social Media
Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo galindoyadira@gmail.com
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2. Session II Overview
Session I Review
Assignment I Review and New Assignment
SM 101: Facebook
SM 101: Twitter
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3. Session I Review
• Social media will help you enhance your online
brand and expand your reach
• Develop a social media strategy and protocols
• Define goals and objectives
• Pinpoint your audience
• Audit your resources (I mean really audit!)
• Engage your audience; communicate, don’t talk to them
• Your profile is your first impression, design it wisely
• Choose a photo that captures the you that you want people to see
• Who thinks they have a unique photo that portrays them/brand well?
• Choose your username equally wisely
• Who has a name that was already taken? What did you use instead?
• Ensure your bio is current and fully filled out.
• What elements should you include for a good bio?
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4. Where do you draw the line?
And, social media etiquette
• Private vs. Personal vs. Professional
• How do you balance?
• Or do you keep separate accounts?
• Apps requesting personal data
• Birthday
• Family members
• Cell phone numbers
• Social media etiquette
• Language
• Photos
• Credit where credit is due
• Sales pitch
• What about follow back?
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5. Assignment 2
Assignment 2:
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 took away
from this article.
2. Comment on posts by two of your classmates.
3. Create a Twitter account. Fill out bio, photo, etc.,
follow me so I know you’re there and just
explore.
Matriculated students only:
1. Assignments from previous slide.
2. Tweet at least three times throughout the
week on Twitter. Subject to be related to
either social media, your major or your career 3
interests.

6. Social Media 101: Facebook
• Yeah. You know what it is.
• In 2012, Facebook announced it reached 1 billion
users any day now; approximately 80% of monthly
active users outside the U.S./Canada.
• Service is largely private, with access granted by
user and privacy setting managed on personal level.
• Facebook made its public offering (value: $100
billion) in 2012, but if you follow the news it hasn’t
Facebook was founded in been living up to financial expectations.
February 2004. Back then,
it was only available to
students at Harvard.
More on Wikipedia.
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7. Social Media 101:
Facebook
• 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
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8. Social Media 101: Facebook
Anatomy of Facebook
Group
provides a closed space for small Page
groups of people to communicate allows an organization, business,
about shared interests celebrity or band to maintain a
professional presence
Profile
Profiles (Timelines) represent
individuals and must be held
under an individual
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9. Social Media 101: Facebook
• Groups provide a closed space for small groups of people to
communicate about shared interests.
• Groups 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
Group members get notified ones you create with small groups of people you know.
about all new posts in a group
unless they choose to restrict • Communication: In groups, members receive notifications by
their group notification settings. default when any member posts in the group. Group
If group privacy is set to Closed
members can participate in chats, upload photos to shared
or Secret, only group members albums, collaborate on group docs and invite members who
will be able to see things that get are friends to group events.
posted in the group.
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10. Social Media 101: Facebook
• Pages allow real organizations, businesses, celebrities and
brands to communicate broadly with people who like them.
• Pages may only be created and managed by official
representatives.
• Privacy: Page information and posts are public and generally
available to everyone on Facebook.
• Audience: Anyone can like a Page to become connected with
it and get News Feed updates. There is no limit to how many
people can like a Page.
• Communication: Page admins can share posts under the
People who like your Page’s name. Page posts appear in the News Feed of people
Page will get updates who like the Page. Page admins can also create customized
in their News Feeds. apps for their Pages and check Page Insights to track the
Page’s growth and activity.
• Be careful! I’ve heard many stories of people thinking
they’re posting to their personal pages and the post to
their company page. Oops!
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11. Social Media 101: Facebook
• Timeline
• The new look of profiles and Pages rolled out
• Lists
• an optional way to organize your friends
• Ticker
• On the right-hand side of your account, lets you see all your
friends’ activity in real-time
• Subscribe
More: http://www.fac
• Subscribe is a way to hear from people you’re interested in,
ebook.com/help/whats-new- even if you’re not friends. Also a way to fine-tune your News
on-facebook
Feed to get the types of updates you want to see.
• Messenger
New FB layout
• In January Facebook announced free calls using the Messenger
APP but only for iPhone users.
http://www.youtube.com/watch?feature=player_embedded&v=YaQQHYQHnMk
• Pinning
• Pin a post to the top of your timeline by clicking the pencil icon
to keep this post on the top of the page until you “unpin” it. 19

12. Social Media 101: Facebook
• Highlighting
• Highlight a post by clicking the star icon; this will make the post
cover both columns of your timeline.
• Scheduling
• Schedule a post to appear at a later time by clicking on the
clock icon.
• Tagging
• By using the @ sign you can tag a person, place or business by
simply typing @username/business name. Note: Business
pages are not allowed to tag people.
• Events
• You can create an event and invite people. Use it to provide
details of upcoming events and keep a head count of people
who plan to attend.
• Notes
• You can use this for longer text with photos. The top portion 19
posts to your timeline.

13. Social Media 101: Facebook
To share? Or not to share!
1. Video (least common content of big 1. Full birth date, place
2. Your mother’s maiden name
four shared)
3. Your home address
2. Photos 4. Long trips away
3. Links (most common) 5. Short trips & check-ins
4. Status updates 6. Inappropriate photos
a. Think high sharing value! 7. Confessionals
b. Post content from other sources 8. Your phone number
9. Vacation countdowns
c. Be unique
10. Child’s name
d. Be distinct
11. Risky behaviors
e. Be fresh
12. Home layouts
f. Be relevant 13. Your profile as “public,” or available on
“public search”
More: What consumers share on Facebook -- and why More: What NOT To Post On Facebook
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14. Social Media 101: Twitter
• Twitter is how many people receive or search
for breaking news. The 2012 Presidential
Election is prime example.
• A record for number of tweets per minute was
broken at 11 p.m. on Nov. 6 when Obama’s
reelection was announced with a whopping
327,452 tweets per minute!
• Obama’s Twitter account sent out a
congratulatory tweet of a photo him and First
Lady Michelle Obama. It was retweeted more
than 660,000 times.
• This shattered the previous record by three
times!
Data from:
http://www.latimes.com/business/technolog • More than 31 million election-related tweets
y/la-fi-tn-twitter-obama-election-
20121107,0,4864623.story were sent out on Nov. 6. 8

15. 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 200 million active users as of January
2013 generate more than 340 millions tweets
daily.
• Service is public by default and it is far more
Twitter was founded in accessed by mobile device than by desktop.
March 2006, but soared in • Demographic is older, newer to social media.
popularity after 2007 Also, slightly more women.
SXSW.
More on Wikipedia.
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16. Social Media 101:
Twitter
• Much lower usage of internet
users than Facebook
• Slightly more men than women
• Large disparity in age groups with
18 to 29 year olds being the
heaviest users
• Again, no surprise that urban
users outnumber others
http://pewinternet.org/Reports/2013/Social-
media-users/Social-Networking-Site-Users/Demo- 8
portrait.aspx

17. Social Media 101: Twitter
From The 5 Stages Of “Getting” Twitter 10

18. 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

19. 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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20. Social Media 101: Twitter
Anatomy of Twitter
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21. Social Media 101: Twitter
That’s not a real word!
What the heck is a
Hashtag?
hash·tag: noun On social-networking
Web sites it is a word or phrase preceded
by a hash mark (#), used within a
message to identify a keyword or topic of
interest and facilitate a search for it: The
hashtag #sandiegofire was used to help
coordinate an emergency response to the
fire.
#AnyWord
No spaces
Click to see all mentions
Used on Twitter, Instagram and
Pinterest, Tumblr
Great for live chats 9
Incorporate into the text or at the end

22. 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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23. Social Media 101: Twitter
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.
Do:
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