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

2. 2
Session II Overview
Session I Review
Assignment I Review and New Assignment
SM 101: Facebook
SM 101: Twitter

3. 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?

4. 3
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?

5. 3
Assignment 2: Due Wednesday
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.

6. Social Media 101: Facebook continued
17
• 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
Page’s name. Page posts appear in the News Feed of people
who like the Page. Page admins can also create customized
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!
People who like your
Page will get updates
in their News Feeds.

7. Social Media 101: Facebook
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• Timeline
• Your profile – where you see your bio, photos, posts, etc
• 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
• Subscribe is a way to hear from people you’re interested in,
even if you’re not friends. Also a way to fine-tune your News
Feed to get the types of updates you want to see.
• Messenger
• In January Facebook announced free calls using the Messenger
APP.
• 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 (remains for 7 days).

8. Social Media 101: Facebook
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• 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
posts to your timeline.

9. Social Media 101: Facebook
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To share?
1. Video (least common content of big
four shared)
2. Photos
3. Links (most common)
4. Status updates
a. Think high sharing value!
b. Post content from other sources
c. Be unique
d. Be distinct
e. Be fresh
f. Be relevant
1. Full birth date, place
2. Your mother’s maiden name
3. Your home address
4. Long trips away
5. Short trips & check-ins
6. Inappropriate photos
7. Confessionals
8. Your phone number
9. Vacation countdowns
10. Child’s name
11. Risky behaviors
12. Home layouts
13. Your profile as “public,” or available on
“public search”
Or not to share!
More: What NOT To Post On FacebookMore: What consumers share on Facebook -- and why

10. Social Media 101: Twitter
• Twitter is how many people receive or search
for breaking news. Sandy Hook Elementary
School shootings – ER new to get ready thanks
to physicians on Twitter.
• 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!
• More than 31 million election-related tweets
were sent out on Nov. 6.
8
Data from:
http://www.latimes.com/business/technology/la-fi-tn-twitter-obama-election-20121107,0,4864623.story

11. 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
accessed by mobile device than by desktop.
• Careful with trusting accuracy of tweets –
remember the false Boston bomber rumors.
• Demographic is older, newer to social media.
Also, slightly more women.
8
Twitter was founded in
March 2006, but soared in
popularity after 2007
SXSW.
More on Wikipedia.

12. Social Media 101:
Twitter
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http://pewinternet.org/Reports/2013/Social-
media-users/Social-Networking-Site-Users/Demo-
portrait.aspx
• 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

13. Social Media 101: Twitter
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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

14. Social Media 101: Twitter
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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

15. Social Media 101: Twitter Anatomy
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Twitter Feed: Here you’ll find tweets (messages) from people
you subscribe to (follow). You can do just about anything from
here.

16. Social Media 101: Twitter Anatomy
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Your Page
Here you’ll see all of the tweets (messages) you’ve
created or retweeted (RT).

17. Social Media 101: Twitter Vocabulary
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@reply
Username/
Handle
Hash tag
DM
The @reply means a Twitter update (a tweet) that is
directed to another user in reply to their update.
The name of a user preceded by @
A hash tag or hashtag is a way of organizing your
updates for Twitter search engines.
Direct message is a private message between users. It
appears in your in box.

18. Social Media 101: Twitter Vocabulary
9
That’s not a real word! What the heck is a hashtag?
hash·tag: On social-networking websites, 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 #bostonmarathon was one
of several used during the Boston bombings.
Boston marathon hashtags: Wall Street Journal
Graphic from
Mashable.com

19. Social Media 101: Twitter Vocabulary
10
RT
MT
Retweet is used to show you are tweeting something
posted by another user. The format is “RT @username.”
Modified tweet is similar to RT but you are acknowledging
you’ve made a change.

20. Social Media 101: Twitter
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Why should I use it?
1. Micro-blogging
2. Quick answers
3. Finding a job
4. Text-meets-conference call
5. Venting (Keep it clean)
6. Keeping up with your team
7. Movie, restaurant reviews
8. Political, social causes
1. @Replies
2. Retweets
3. Blog Posts
4. “As-It-Happens” Updates
5. Photos
6. Questions
7. Answers
8. Maladies
9. Celebrations
10. Digital small talk
Finding my Twitter voice

21. Social Media 101: Twitter
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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: