1. GETTING STARTED WITH
SOCIAL MEDIA
By now, you know that using social media is an
essential part of your activities at Duke. But how
do you take those first steps towards learning
about various tools like Facebook, Twitter,
LinkedIn, and their business implications?
If you are new to social media, or haven’t
approached it strategically yet, then this guide is
for you. This is just a primer as you get started.
Please use your social media community on
campus as a resource to continue learning and
growing your online presence.
“Social networks aren’t about Web sites.
They’re about experiences.” –
Mike DiLorenzo, NHL social media marketing director
Social Media = relationships
Social networks & blogs are the fourth most
popular activity online, beating email. 10% of all time online is spent on social
networking sites.
67% of the Internet’s population visits 1.5 million pieces of content are shared
social networks. daily on Facebook.
If Wikipedia was a book, it would be 2.25
million pages long . Facebook tops Google for online
behavior in the United States.

2. WHAT IS TWITTER? ANATOMY OF A TWEET
RT This stands for “re-tweet” and
Twitter is a free, microblogging social networking site that
means that we are reposting a tweet
allows users to post short (140 characters or less) updates to
from someone else
“followers.” Posts can be made via the Twitter website, by text
message, by email or via many movile devices and applications.
Despite its incredible brevity, people have found many uses for @ Include the @ symbol in front
Twitter: of a username to direct that user’s
attention to your tweet
• As a “status” updater, users post comments like “working
on writing a paper right now” to let others know where bit.ly.f23kh Example of a
they are or what they’re doing shortened URL. Serveral services
• As a “mini-blog” where users post short, frequent help shorten long URLs so they fit
updates with their thoughts and current concerns within a tweet and provide analytics
• As a quick way of sending out ananouncements
• To keep track of individuals and organizations without
directly interacting with them
# These are called hashtags.
Hashtagging has become the
standard way to follow a discussion
FINDING AND SHARING CONTENT about a trend, event or topic. This
To find new people to follow, try using the Twitter search function allows anyone that searches for this
to find other users with common interests. Groups use hashtags term to see your tweet in context of
to create easy to follow conversations. The more you tweet about a conversation or an event.
a certain topic, the more likely others with similar interests will
find and follow you.
1 3
ANATOMY OF A PROFILE
1. Profile picture and Twitter
username
2. “Tweets” to see your
Twitterstream
4 3. Followers and lists
2 4. Suggestions to connect
WHAT IS FACEBOOK?
Facebook is a social network that allows registered users to share status updates, photos, links, events, and
other content. Facebook users create a “profile” for themselves, and then connect with others by “friending
them. Users can decide on how much information they share - whether their profiles are public, only visible
to friends, or visible to friends of friends, etc. Users can also create “Pages” which can display information,
updates and photos for organizations, businesses, clubs, etc. to connec with their community.
PRIVACY
Facebook privacy continues to be an evolving issue. Users should be aware of the possibility of
private profile items being made public when Facebook policies change, so it’s important to review your own
privacy settings on a regular basis. Privacy settings and issues should always be considered in social media.

3. WHAT IS YOUTUBE? “The difference between
YouTube is a website for sharing user-generated video. Registered PR and social media is that
users can upload video files, comment on and rate videos, and interact
with each other through YouTube’s community tools. Users can create
PR is about positioning,
a video “response” to a video for ongoing dialogue and the site is used and social media is about
by several “vloggers” that create short blog-like videos on a periodic
basis. Uploads are limited to videos that are no more than ten minutes in becoming, being and
length, unless using an official channel. improving.”
Chris Brogan
SITES.DUKE.EDU
Duke offers free WordPress blogs
to students, faculty and staff.
WordPress is a popular web-publishing
platform for creating blogs, web-
based presentations and even entire
websites.
USING WORDPRESS?
• Create a website
• Create a place to display individual
or group-created materials
• Use it as a way to curate audio,
video and multimedia content
IDEAS FOR APPLICATIONS
• Create a site to use for a
Students can easily search through both Flickr and
presentation with images and links
YouTube to find campus-related content. Student
• Ask students to create portfolios
users and/or groups may start YouTube channels or
• Setup student collaboration
Flickr accounts to upload and share videos and
photos gathered for course assignments. Groups can
also set up private accounts to share media with a
limited number of users. Images and videos are also
great content to include on websites and integrate
into other online profiles, such as blogs.
WHAT IS FLICKR?
Flickr is an online photo management and sharing application. SOCIAL MEDIA
Registered users can upload digital photographs and make them You can use WordPress to bring
accessible just to themselves, to a group of family and friends, or together different social media
publicly. Duke uses Flickr to tag and share images from around campus. elements in one place. A single
WordPress site can include links to
ABOUT FLICKR PAGES your most recent YouTube videos, an
Flickr photos can be linked to and, depending on permissions settings, area displaying recent photos, and
can also be downloaded or displayed via link on other sites. Flickr photo even blog posts that you’ve linked to
sets can also be dislayed as slideshows or thumbnails using other using Twitter and Facebook.
platforms like Facebook and WordPress.
BUILD YOUR VOICE
http://sites.duke.edu

4. RESOURCES FOR THE DUKE COMMUNITY
Duke University is regarded as one of the leading colleges in the
nation in the area of social and digital media. Your colleagues
and community offer an invaluable resource for education and
collaboration in the area of social media in higher education.
Did you know that Duke has a social media manager?
Contact Cara Rousseau
cara.rousseau@duke.edu
@CaraRousseau
919.491.5018
DUKE’S SOCIAL MEDIA AGGREGATOR
EXPLORE MORE.
Social Media
socialmedia.duke.edu
Facebook
www.facebook.com/DukeUniv
Twitter
twitter.com/DukeNews
YouTube
www.youtube.com/duke
UStream
www.ustream.tv/dukeuniversity
Flickr
flickr.com/photos/dukeuniversity
WordPress
sites.duke.edu
FourSquare
foursquare.com/dukeu
Duke on Demand
http://ondemand.duke.edu/
iTunes
http://itunes.duke.edu/