1. Social Networks
Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ

2. Social networks
• Precedents:
Chat (IRC, forums, communities …)
• Innovations:
Interconect Users
Real user profiles vs nicks
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

3. Social Networks
The main social networks
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

4. Social Networks
The main social networks: Twitter
Twitter
This is a social network and microblogging service that allows its users to
send and read micro-texts with a maximum length of 140 characters
known as “tweets”
Having a good
presence on Twitter (a good
number of users following our
account) makes the arrival of any
information grow quickly and
exponentially, especially if it is
informative and “last-minute”
data, as the immediacy of news is
highly valued on Twitter. (C) PEDRO SOLER ROJAS &
Trainers
AMPARO PEIRO GOMEZ

5. Social Networks
The main social networks: YouTube
YouTube
Multimedia content always has a special appeal, and many companies have
understood this.
Create attractive videos that include the address of our web page is an
excellent method of promotion, and a specially innovative and surprising
video can become “viral”.
YOUTUBE is the world’s largest
video network and allows users
to upload, see and share video
clips via Internet.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

6. Social Networks
The main social networks: Facebook
Facebook
• Facebook is a social network that brings together people based on
friendly relationships of common interests, and now also organisations,
groups and companies. It is the most important in the world in number of
users.
• For organisations, without a doubt the most useful tools it provides are
the applications and fan pages.
• It offers three types of accounts:
1. The personal profile (which is what most people use)
2. Fan pages
3. Groups
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

7. Social Networks
Participation levels: institution, group, individual
Facebook: Personal profile VS fan page
• Facebook pages are visible to everyone
User profiles require previous authorisation.
• Facebook pages can have an unlimited number of fans,
personal profiles only allow 5,000 contacts.
• You can send updated content to all your fans
User profiles can only send individual messages
• Pages can promote products. If you do it with a personal profile,
Facebook can suspend the account.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

8. Social Networks
Participation levels: institution, group, individual
Facebook: Group VS fan page
• Restricted access: Possible in groups. On fan pages, access can only be
restricted for certain ages and places.
• Applications and personalisation. Only on fan pages.
• Listing in search engines: Only user profiles and fan pages. Groups are
not listed.
• Statistics of visits: Only on fan pages.
• Creating events: Possible on fan pages. In groups, only for groups with
fewer than 1,000 members.
• Messages to fans/group members: Possible on fan pages. In groups, only
for groups with fewer than 5,000 members.
• Promotion through advertising: Only on fan pages.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

9. Social Networks
Use in the field of trade unions
• Video-trade unionism and cyberactivism. Online diffusion of ideas and
awareness. CCOO held a competition of short videos at the time of the General
Strike of 29 September 2010.
• Virtual protest. The first virtual strike took place in Second Life, in 2007, by the
workers of IBM.
• Mobilisation. The campaign known as Democracia Real Ya originated on the
social networks, and has managed to mobilise thousands of people in the whole
country, who, coordinated through Twitter and Facebook, have camped in the
main squares of the capital cities.
• Create communities: private communities for company employees or open
communities for users with common interests. The social network Ning allows
access to be restricted and users to be chosen.
• Instant Messaging, conversation and videoconference: They reduce costs and
allow digital contents to be shared.
Trainers (C) PEDRO SOLER ROJAS &
• Internet campaigns, events, etc PEIRO GOMEZ
AMPARO

10. Social Networks
Use and abuse in the field of trade unions
• Drawbacks:
• Impersonation of the profile of an organisation or of its leaders. In CCOO there
already exists a fan page of its leader, I.F. Toxo, with considerable interaction,
which the organisation later recovered.
• Insecurity:
 Intruders from outside the organization or the physical integrity of facilities (20%)
 Errors by employees (50%)
 Employees' dishonesty. (15%)
 In teams and the internal network: virus, trojan horses, malware and intrusions. For
Example: The "Don't Like" button on Facebook: it requests a telephone number and
other personal data that can register affected user with fraudulent services.
 In the facilities: photos, closing times, holday dates, can be exploited by criminals,
who are also on the network.
• In information: methods, processes, plans, confidential or sensitive information,
personal data of the rest of employees may enter the network in a way that is
damaging for the organisation and even constitute a crime (Data Protection Act)
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

11. Social Networks
Use and abuse in the field of trade unions
• Damage to the image of the organisation: Jokes, comments or complaints made by
workers can seriously damage the image of the organisation. For example, complaining
about a superior. It can be prevented with the use of tools like Defensio. In a trade
union organisation, it is of vital importance to control what is published on its behalf, as
it may cause a whole wave of adverse comments that affect the whole organisation.
• Waste of time by workers: They may spend too much time, distracting them from their
everyday work.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

12. Social Networks
Quality and quantity of contents and followers
• Relevant, convincing, quality content on social networks is vital to maintain the
interest of users.
• Quality followers, who are really attentive to shared contents, and motivated to
share them with their own followers.
• Followers interested in our information, otherwise it will annoy them and soon
they will stop following us or will develop a subconscious rejection of our
organisation.
• The quality of our contacts and mainly the quality of our contributions when
collaborating with them, will finally lead us to quantity. And the quantity of
followers and friends is what finally decides popularity in the network
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

13. Social Networks
Adapting messages to the medium
“you have to be, but not: you have to be good“.
You have to empathise with followers.
The same content is not valid for all the networks, each one has its own characteristics.
The more adapted the message is to users' reality, the more effective it will be.
Interaction and participation are required to be visible in the network.
Each network has its own identity.
On Facebook the information published is more personal. Twitter mostly shares
information that people want to make public. As a result, Facebook defines
contacts as friends and fans, Twitter defines them as “following” y
“followers”.
On Facebook personal identity with a right to privacy predominates. On Twitter
an identity with public vocation predominates. On YouTube, audiovisual
contents are shared. Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

14. Social Networks
Quality and quantity of contents and followers
… So as not to crash on internet…
Content should cause a feeling of “I have to tell this to my friends or
followers", focusing especially on the 10% of users who are
influencers (1% create content, 10% spread it to their friends and 89% are
final recipients), establishing the idea “I have to be the first to pass this
news on to my friends"
Quality before Quantity
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

15. To bear in mind when we are on social networks:
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

16. To bear in mind when we are on social networks:
• Who controls our contents?
• Who accesses our contents?
• Decontextualisation of contents
• Cyberbullying
• Privacy of contents
• Published contents.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

17. Social Networks
Who controls our contents?
 All that goes up… doesn’t
come down.
 All that is deleted, doesn’t
disappear.
 All that can be seen, can be
copied.
• Anyone can make copies of what we upload and republish it on internet
at any time.
• Transfer of rights to companies: Deletion is never definitive
• Everything we do on internet… leaves a trace.
• Screens can be recorded and snapshots can be taken of them.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

18. Social Networks
Who accesses our contents?
 The friends of my friends, are
they my friends?
 “Rear window”, do you know
who’s watching?
 Companies, is anyone there?.
• How do we accept strangers? Is it enough to be a friend of a friend?
• There is no absolute privacy, everything is accessible... For everyone.
Hackers exist. Don't upload to internet what you don't want to be known.
• Do you accept companies as a friend (not as a fan)? Do you know who
controls the profile? Are colleagues or superiors in the organisation our
friends?
• In Twitter and Youtube, anyone can follow us or watch our videos, unless
we restrict them. Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

19. Social Networks
Decontextualisation of contents
 From the intimacy of home…
to the public arena.
 Past, present… and future?
• Any comments and/or contents can be made public.
• Girl/boyfriends, friends, companions... forever?
• Will a company that intends to contract us think the same when they see
what we have published?
• That comment about your superior - can it be misinterpreted in the
organisation and have repercussions? What will people reading us think
about our organisation?
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

20. Social Networks
Cyberbulling, Harrassment, Delinquency
 Don’t shout, I can’t see you.
 Confidence is the mother of
carelessness. Baltasar Gracián
• Convenience leads us to say things we would not say face-to-face.
• Careful with what we upload or comment, it might be misused.
• Many profiles can be false and disguise criminals. Careful with providing
data on when we leave our home unattended. There are criminal
networks taking advantage of this data. Also, if you communicate from a
mobile device with a geolocator, it provides data on where we are.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

21. Social Networks
Privacy of contents
 No trespassing… private
property?
 Social networks vs privacy…
the recovery starts
• We have to be careful with our level of privacy.
• Careful with personal data like phone numbers, address, school, etc…
everything is accessible if it is not restricted. In Twitter and in Youtube,
everything is public by default, if the configuration is not changed.
• Careful with Facebook applications and where we click. They might be
viruses. Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

22. Social Networks
Contents.
 A witty touch is one of the keys
to success.
 You have to be sociable, yes,
where are the limits?
• Special attention to what we publish about our organization.
• It could damage its image.
• We could commit a crime if we publish personal data.
• Inappropriate publications on Twitter can turn into a storm. Their
tremendous virality, speed, and the users' sarcasm can work against us.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

23. Social Networks
Leaders’ accounts.
• Direct, controlled and multidirectional communication that can be managed
perfectly within a reasonable strategy.
• Greater level of approximation between the organisation leader and the workers.
• Greater response to notification of events and acts by the organisation.
• Does not allow conversing with everybody at the same time.
Precautions:
• Separate personal and professional aspects. Example: the councillor of the
Popular Party for Getafe City Council, Manuel Ortiz Lázaro, published on his
Facebook noticeboard “the trade unions are disgusting"; "a band of scum that only
thinks of their own interest". The rectification was immediate and the councillor
apologised to anyone who might feel "annoyed or offended‘' by these words
which, he said, "were the result of a sudden outburst" and which took place in
"the context of a private conversation held on a personal profile on Facebook".
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

24. Social Networks
Leaders’ accounts.
• Notify if the social network account is managed by a team: as this may give rise
to controversial situations. For example, Rosa Diez supposedly sent a tweet, but at
the same time, she was being interviewed by the traditional media and she had to
close her account after the controversy. (Now it is she who personally writes on
her account on Facebook). Esperanza Aguirre welcomes users with the following
message: "Welcome to my Twitter (and my team's)"'. Tomás Gómez has delegated
his account's updates to his team
• If the account is managed by a communication team: there must be coherence
and you can’t write personal messages.
• Recommendations for the following section.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

25. Social Networks
Rules in order not to get crucified on Twitter
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

26. Social Networks
Twitter
Twitter Terminology
• Jargon:
• Tweets = 140-character updates on Twitter
• Follower = A user interested in your updates
• Symbols:
• @username = identify the user.
• # = adding a tag to a tweet
• RT = retweeting is sharing tweets with
others
• d= direct messages are similar to e-mails
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

27. Social Networks
1.- Don’t reject dialogue: As soon as you begin to receive criticism, you
should keep a cool head, try to dialogue elegantly at all times and be
communicative.
Examples:
Alejandro Sanz Vs Alex de la Iglesia: Both started off from a clear position in
favour of the Anti-Download Act. Alex de la Iglesia used Twitter to open a
debate, Alejandro Sanz confronted public opinion using, on occasion,
manners that were too direct and insulting, and compared intellectual
property rights and rights in Africa. The result: Alex de la Iglesia has sympathy
on Twitter; Sanz was quickly crucified, on numerous occasions, and
continually threatens to leaveTrainers (C) PEDRO SOLER ROJAS &
Twitter.
AMPARO PEIRO GOMEZ

28. Social Networks
• 2: Don’t delete your contents. You cannot pretend it didn't happen. You can - and
must - apologise, retract or rectify, but to delete a Tweet that thousands of people
have read is useless and the only thing it will do is multiply the reactions against
you.
Example:
• The film director Nacho Vigalondo launched a publicity campaign in "El País" in
January. Soon afterwards, he published on Twitter “Now I have more than 50,000
followers and I've downed four wines I can tell you my message: The holocaust
was a hoax!”. Joking about the holocaust goes beyond what's considered correct
and didn't go down well. Vigalondo didn't only not apologise, but instead
continued joking on the subject. The consequences: the hashtag
#holocaustovigalondo was created and hours later "El País" closed his blog and
fired the film director.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

29. Social Networks
• 3.- Don’t attack or denigrate any group or user.
Example.
Arturo Pérez Reverte, on Twitter, wrote: “I nearly forgot. I saw Moratinos
crying. He didn’t even have the balls to leave". He was accused of being
“machista”, to which he answered:“I see there are people who need to
have things explained. I thought it wasn’t necessary, at this stage, but
OK", or “Let’s explain it to people who can’t read without blinkers and see
“machistas” under every key. Nobody’s less of a man for crying. Nobody’s
saying that“, “You’re a shit when you show in public that you don’t know
how to leave”, among others.
The hashtag "#perezrevertefacts“ was created, and we could read tweets like
“Pérez Reverte doesn’t write his books, his books write themselves and
put his name on them because(C) PEDRO SOLER ROJAS &of him".”
Trainers
they’re scared
AMPARO PEIRO GOMEZ

30. Social Networks
4.- Never give in to facile insults or use foul language. Even though you are attacked
(and with more justification when this is the case) you should keep your cool. Respond
with composure at all times and especially in the more violent conversations .
Examples:
The TV presenter Jordi González joined in criticising Intereconomía for certain
homophobic declarations. A user responded by calling Jordi González’s work “tele-
trash”. González’s answer was “@Dalvarmedina teletrash the whore of your mother,
darling.” This brought about the hashtag #tuputamadreguapa. Although he
apologised immediately, he didn’t delete the controversial tweet. However, the
damage was done.
The singer Juanes caused a ruckus with this Tweet: “I’ve been given the PIN of Chávez,
does anyone want it to send messages to his Blackberry?”. His own answer:
‘H1J0D3PUT4’. Faced with criticism, he responded, “You think they’re going to come
and censor me? You’re crazy!”.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

31. Social Networks
5.- Careful with spelling mistakes and language.
Don’t show off your cultural level
Example:
Paulina put her foot in it even more when defending Alicia Machado, who
tweeted “Tonight I want to ask you to join me in a prayer for peace that
these attacks between CHINESE don’t worsen our situation” (Confusing China
with Korea). Paulina, in her defence, made the problem worse. “Leave her
alone all the japanese look the same and China is very big”. Alicia Machado
closed her Twitter account.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

32. Social Networks
6.- Don’t post Spam or try to manipulate.
Examples:
This happened in the PSOE electoral campaign. The goal was to position the Twitter
hashtag #psoered among the most popular after launching their electoral strategy on
Internet. And they achieved it, but thanks to a wave of criticism. They tried to make
people talk about what they wanted. Consequence? A catastrophe of image and
communication. The hashtag was turned into psoEREd (“ERE” = collective redundancy)
The same thing happened with the hashtag #graciaszp, when he announced he was
stepping down as a candidate. Tweets reached unimaginable levels of sarcasm:
("graciaszp thanks to you I’m 15 years younger, I’m back in my parents house, I get
pocket money on Sundays and I’ve bought some J´Hayber") or ("graciaszp for the Anti-
Download Act. Signed: Barack Obama").
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

33. Social Networks
On Facebook, there have also been some well-known mistakes, some of which took a
heavy toll:
• A house in Marbella destroyed for a party announced on Facebook. An English
teenager announced her birthday in a Facebook event, and a rumour began that
her parents didn't care about the damage due to their divorce. A television, seats
and tables appeared in the swimming pool; doors were broken. People there
described the house like a 'war zone‘.
• Edward Richardson, 41 years old, attacked his wife with a knife in 2008. The man
was condemned to life in England. The “crime” of his wife was to have declared
herself “single” on Facebook.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

34. Conclusions
• Have institutional presence on networks where the organisation runs the
risk of being impersonated.
• Establish protocols for the use of each social network where the
organisation is present and take care of internal and external
communication.
• Centralise all the information on the main web site, and channel it from
there to the other social networks. Link up all the organisation sites
considered appropriate.
• Proper training for those responsible for Social Networks and for everyone
actively participating
You have to be, but you have to be good
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

35. Tips
• Trending Topic:
• Highly interesting content
• Example:http://www.publico.es/dinero/3831
19/twitter-se-inunda-con-mensajes-de-la-
averia-del-adsl-de-telefonica
• Influent followers
• Multimedia contents, events: Facebook
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ

36. The end.
Trainers (C) PEDRO SOLER ROJAS &
AMPARO PEIRO GOMEZ