This document provides an overview of beginning social media use. It discusses developing a social media strategy by defining goals and objectives, identifying audiences and influencers, auditing resources, establishing protocols, measuring results, and presenting a social media analysis of an organization. It also covers tips for engaging content on Facebook, current usage of Google+, networking on LinkedIn, and the fast growth of Pinterest. The document aims to help readers get started effectively with social media.

1. Session IV:
Beginning Social Media
Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo galindoyadira@gmail.com
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2. 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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3. Managing multiple profiles
Vs.
Hootsuite TweetDeck
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4. Measuring your own impact
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5. Class Review
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6. More than a wallflower:
Engagement & quality content
 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 and strategy
 Start using social media
 Post photos, video and other original content
 Measure results
From
How the heck do I start building a social media marketing st
, Green Buzz Agency
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7. Social Media 101: Facebook
DO’s
1. Use video
2. Use original photos
3. Post links that brand you
4. Post content from other
reliable sources
It’s your brand/name.
Don’ts
1. Inappropriate photos
Protect it. Promote it.
2. Confessionals Have fun.
3. Risky behaviors
4. Talk bad about your
employer
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8. Social Media 101: Google+
• It’s got a long way to go before it can rival
the likes of Facebook, but don’t discount it.
Keep an eye on it.
• Earlier this year, it reported 100 million
users and 60 percent daily engagement.
• As of February, Google+ users are only
spending 3.3 minutes monthly and trending
down. By comparison, Facebook users
currently spending 7.5 hours using monthly.
• If you use it, it can benefit your SEO.
• Hangouts and Circles are its best features.
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9. Social Media 101: LinkedIn
• The world’s largest professional social network.
• It isn’t just for people looking for a job. It is for
people who want to network.
• Great place to learn more about potential
clients, customers and sources if you’re a
reporter.
• Good way to keep up with what the industry is
doing and news relevant to your business.
• What tools are other like-minded professionals
or businesses using?
• You’re more likely to be accepted as a contact
here than on Facebook if you are “cold-calling”
someone you have never met.
• Make sure to use a professional photo and
complete as much of your online profile as
possible to brand yourself. 15
• Join groups.

10. Social Media 101: Pinterest
• Fastest growing social network ever. Site had
11.7 million unique U.S. visitors in Jan. 2012,
making it the fastest site ever to break through
the 10 million unique visitor mark.
• It’s not for everyone, but since it’s growing by
leaps and bounds. Play with it. Find out if your
audience is using it.
• Popular with American women and, in 2012, it
was reported that 83% of the U.S. users were
women.
• You need lots of good quality photos and video.
• Don’t just share your content. Repin other
people’s content also.
• Great for contests.
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