Beginners Guide for Digital Chameleon's elearning module on social media platforms.

1. JumpStart Social Media
Understanding
Platforms
Social Tribes & the Big 4
Consumer usage fuels platform explosion
Everyone knows that social media
Learning Objectives
usage has exploded over the last
few years. While most attention
1.) Investigate what is
has been paid to Facebook's dra-
driving the explosion of
matic growth, what may be even
social media platform
more surprising is how even newer
development
social media platforms are explod-
2.) See an integrated ing at an even faster pace. In fact,
approach to social plat- on a year to year basis, newer
form building platforms like Twitter and Four-
square are now growing even fast-
3.) Become familiar with
er than Facebook!
20 niche social media
platform categories Every platform is attracting it’s own
4.) Learn how to start pocket of new users. This is lead-
ing to more and more time being
using Facebook, Twitter,
devoted to social media activities.
YouTube and LinkedIn Twitter. If the recent past is any
Just a few years ago Myspace was
platforms. guide, there are likely to be entire-
the social media darling. Today
there’s been an 82% global in- ly new social media platform lead-
crease year on year for time spent ers in the months and years to
in social led by Facebook and come.
Successful social media
Key Takeaways A social media orchestra platform integration is more
1.) Different consumer
You’ll get more for your efforts by about quality, less about
needs are being served
integrating your social platforms,
quantity...
by different kinds of
with a consistent user experience
social media platforms
and mission. Your platforms should
2.) Platforms should play play as part of the orchestra— not
together as an orchestra, solo acts!
not solo acts!
3.) Pick the right social
media platforms for your
brand (quality NOT
quantity!).
4.) Use Facebook for
mass reach, YouTube for
rich media and search,
LinkedIn for B2B and
Twitter for immediacy.
5.) Keep an eye on
Google+!
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2. Understanding
Platforms
Social Tribes & the
Big 4
The “Tribes of Social Media”
Social media offers consumers and
marketers a wealth of choices when it
comes to spending time and money.
While the Big 4 compete for mass
audiences, the hundreds of niche so-
cial “tribe” platforms are competing for
their part of the social universe. Each
of these niche markets represent new
markets and new revenue sources.
Our module tour just scrapes the sur-
face, but it gives you a snapshot of
some of the more interesting and
emerging platforms you may never
have heard of!
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3. Guest expert topic in this module
Understanding
• Social Platform Launches (Tip Gloria, Social Media Strategist) Platforms
Social Tribes &
the Big 4
This module’s
Ning Learning
Missions include:
• Social shopping
• Net usage index for
news
• Internet visualisation
Explore the Big 4!
Have you had a look at the review of the Big 4
of social media platforms?
JumpStart Strategy
module includes:
Social platform roles
Play the Platforms game!
mini-quiz In this module’s
virtual reality game,
you are a Social
Big 4 capabilities
Media Manager work-
mini-quiz ing with the HR Man-
ager to firefight an
Strategy Game embarrassing ava-
lanche of staff social
Resource Bank media disasters!
Glossary Remember: all
submissions are en-
tered into the draw
for a prize!
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4. Term Definition
Understanding
Active User Platforms
A social consumer interacting with a platform over a specific time frame (i.e. Monthly Ac-
tive Users, Weekly Active Users). Social Tribes & the
Big 4
Aggregation Aggregation is the process of gathering and remixing content from blogs and other web-
sites that provide RSS feeds. The results may be displayed in an aggregator website like
Bloglines or Google Reader, or directly on your desktop using software often also called a
newsreader.
CPMF Cost Per Thousand Followers (A twitter metric)
FAR Follower Activation Rate (FAR) is a measure of a tweeter’s influence with their followers
based on the percentage of people who click through.
Gamification Gamification is the use of game play mechanics for non-game applications (also known
as "funware"), particularly consumer-oriented web and mobile sites, in order to encourage
people to adopt the applications. It also strives to encourage users to engage in desired
behaviours in connection with the applications. Gamification works by making technology
more engaging, and by encouraging desired behaviours, taking advantage of humans'
psychological predisposition to engage in gaming. The technique can encourage people
to perform chores that they ordinarily consider boring, such as completing surveys, shop-
ping, or reading web sites.
Hashtag A hashtag is a tag used on the social network Twitter as a way to annotate a message. A
hashtag is a word or phrase preceded by a “#”. Example: #yourhashtag. Hashtags are
commonly used to show that a tweet, a Twitter message, is related to an event or confer-
ence.
Nudge/Poke/Wink A means of provoking a connection to get their attention.
Ratio The difference between friends and followers (calculated followers/friends). Generally
speaking, a higher number is better.
Retweet When someone re-tweets you, they are sharing your post or what you said with their own
followers or contacts.
Social commerce Social commerce is the use of social network(s) in the context of e-commerce.
TPS Tweet per second
Virtual economy A virtual economy (or sometimes synthetic economy) is an emergent economy existing in
a virtual persistent world, usually exchanging virtual goods in the context of an Internet
game.
Vlogging Blogging using videos and not text.
Wiki A web site or social property that allows users to collaboratively add, update and edit con-
tent using their own Web browser, often times free of moderation.
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