Every social media platform has its own language, characteristics and idiosyncrasies and it is necessary to have a basic understanding of the tools before you jump in. From Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram, YouTube, and more, learn the mechanics of each platform, how to decide what platforms are worthwhile for a business, and how to maximize your time while using them. You leave with a deeper understanding of what each social platform offers and whether it would be beneficial for you to spend time swimming in that community. Karen Weikert and Gwen Woltz are the co-founders of Wahine Media, a local social media agency. As social media practitioners, they spend their days posting on behalf of clients and training businesses on the best practices of social media. Karen has over 14 years experience in digital media: designing and managing large complex websites and building online communities for both corporations and non-profit clients. Gwen has over 5 years of digital media experience and is the current president of Social Media Club Hawaii. Both Gwen and Karen received Technology News Bytes' Social Media Award in 2012, and were deemed one of Honolulu's top social media influencers. Together, they provide social media services for businesses from universities to tech startups, from health spas to hotel chains, and from health care to HR and staffing companies.

1. Overview
of
Social
Media
Platforms
Taught by Wahine Media
social media strategy, training
& implementation for business
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Slides: slideshare.net/wahinemedia

2. Not all social platforms are made equal
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Every social media platform has its own
language, strengths, and demographics

3. Who uses each platform?
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4. Who uses each platform?
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What are the strengths of each platform?
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5. Who uses each platform?
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What are the strengths of each platform?
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How can you maximize your time?
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6. Who uses each platform?
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What are the strengths of each platform?
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How can you maximize your time?
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How do you decide what platforms to use?

7. Understanding how to use a social
platform is not a strategy
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A strategy plans out how to maximize
that understanding
For more: Social Media Strategy with Rob Bertholf (July 25)

8. Facebook

9. User
Demographics
•
Over 1.1 billion active users (source)
•
751 million monthly mobile users (source)
•
67% of internet users use Facebook (source)
•
Popular among female, aged 18-29 (source)
•
85% of fans of brands on Facebook
recommend brands to others (source)
•
52% of marketers have found a customer
via Facebook in 2013 (source)

10. Why
use
Facebook?
•
Integrated into people’s daily lives
•
23% of Facebook users 5x/day (source)
•
Can post dynamic content: links, photos,
videos, polls/questions, text
•
Most widely used platform

11. What
is
Edge
Rank?
•
96% of your fans never return to the wall
•
Home feed is “weighted”
•
Affinity: how much interaction
•
Weight: what kind of content
•
Time Decay: how long
•
90% of engagement on a post happens
within 9 hours of going live
•
More on Edge Rank: http://mashable.com/2013/05/07/facebookedgerank-infographic

12. Facebook
Events
•
Any individual can invite friends to attend
•
You can now include link to tickets
•
You can add cover photo
•
When updates are posted to wall, all
invitees or attendees receive notification
(unless they manually turn off)
•
You can privately message guests

13. Apps
•
Run promotions, contests, giveaways
•
Install Twitter, RSS, Instagram feed
•
Embed customer reviews (TripAdvisor)
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Instal email list opt-in form
•
Embed iFrame
•
Must drive traffic to direct url (96% of
fans never return to wall)
•
Create using a 3rd party tool (Shortstack,
Hubspot, NorthSocial, etc.)

14. Facebook
Groups
•
Used to communicate among a targeted
group (topic, location, relationship)
•
Private or public
•
More intimate interaction
•
Limited features—no apps, ads, analytics

15. Facebook
Ads
•
Promoted page
•
Promoted posts
•
Offers
•
More on Ads: http://sproutsocial.com/
insights/2012/09/facebook-advertisingtypes

16. Other
features
•
Analytics
•
Pages manager app
•
Scheduling in Facebook
For more: Facebook for Business with Wahine Media, (June 22)

17. Twitter

18. User
Demographics
•
288 million monthly active users (source)
•
Fastest growing social network by active
users (44% growth since June 2012) (source)
•
55-64 fastest growing demographic (source)
•
1 in 4 teens use Twitter (source)
•
Popular among adults, aged 18-29,
African American, urban areas (source)
•
36% of marketers have found a customer
on Twitter in 2013 (source)
•
People use Twitter for breaking news

19. Why
use
Twitter?
•
Directly access anyone with public profile
•
Conversational and real-time
•
Post more often
•
Hashtags
•
No edge rank (except promoted posts)

20. Hashtags
•
Single most powerful tool on Twitter
•
Follow and join conversations
surrounding a topic, event, keyword,
news, campaign, or popular culture
•
No one owns a hashtag
•
More on finding good hashtags: http://
sproutsocial.com/insights/2011/08/
twitter-hashtags

21. Mobile
App
•
Twitter Card (formerly expanded Tweets)
•
Some content propagates in native app
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•
Instagram (owned by Facebook) pop-up
•
•
Photo galleries (Flickr, Twitter)
Links
Can switch between multiple accounts
For more: Networking on Twitter with Wahine Media (July 13)

22. Instagram

23. User
Demographics
•
100 million active monthly users
•
40 million photos per day
•
Popular among women, aged
(source)
18-29, Hispanic and African
American who live in urban areas
(source)

24. Why
use
Instagram?
•
Tell your story through photos
•
Designed to share real-time
experiences
•
Hashtags
•
Geo-tag integration

25. Features
•
Upload from your phone or iPad
•
Several 3rd party apps to browse/
post Instagram photos
(Gramatics, Instafeed, Gramfeed,
PicStitch)
•
Feed to Twitter and Facebook
•
Analytics (via stati.gram)

26. Geo-­‐tag
Technology
•
Can add a geo-tag to any photo
(using Foursquare technology)
•
Search photos by location
•
Click on tag in Instagram
•
Use Gramfeed
•
Useful for brick and mortar
businesses to monitor photos
taken on-location

27. Pinterest

28. User
Demographics
•
20 million monthly active users
•
80% of users are women, 50% have
children
•
Users spend an average 90 minutes per
month on site
•
Over 80% of pins are re-pins
•
70% of users say they are on Pinterest to
get inspiration on what to buy (source)

29. Why
use
Pinterest?
•
Tell your stories with photos and video
•
If you want to reach women
•
If you are producing visual content that is
housed on your website
•
If you are a product based business B2C
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Pinterest is action and affinity-based.
People make collections of what they
“dream” and “want” (boards)

30. Features
•
Post to Twitter and Facebook
•
Video friendly
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Boards
•
Pins & re-pins
•
Hashtags and prices
•
Analytics

31. YouTube

32. User
Demographics
•
Over 1 billion unique visits/month
•
25% of global views come from mobile
device
•
70% of traffic outside US (source)
•
Real-time viewer info: http://
youtube.com/trendsmap

33. Why
use
YouTube?
•
Tell your story with video
•
If you are a business
“personality” (solopreneur)
•
Google product - SEO
•
If you are in the entertainment or
education industry

34. Features
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Cover photo, profile pic, layout
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Links to website, other social profiles
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Auto-feed to activity to Twitter and
Facebook
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Curate playlists
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Subscribe to other channels
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Feature channels
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Analytics
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Monetize videos

35. Google+

36. User
Demographics
•
Second largest social network
•
Over 350 million monthly active users
•
Average G+ user spends 6 min/month
•
31% of users in US
•
13% in India (second most popular)
•
20% of users are students
•
42% are single
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67% are male
•
More on G+ demographics: http://mashable.com/2012/02/15/
everything-about-google-plus

37. Why
use
Google+?
•
Google product - SEO
•
Integrates with other Google products
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Google Places, Google Authorship
•
Search function powered by Google
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If you want to reach an entrepreneur,
male, college, or tech audience
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If you are a brick and mortar business or
a blogger (content creator)

38. Features
•
Circles
•
Individual must put biz page in circle to
get updates
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Biz page put individuals in circle and
get their updates
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Events
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Communities
•
Hashtags
•
+1: tag and “like”
•
Analytics: Ripples

39. Hangouts
•
Public or private video conversations
•
Up to 10 videos at once
•
Can stream live (Hangouts on Air) and
save on YouTube
•
Can schedule in advance (integrates with
events)
•
Easy to produce, across multiple time
zones
For more: Google+ with Tara Coomans (date TBD)

40. LinkedIn

41. User
Demographics
•
200 million monthly users
•
64% of users are outside the US
•
Largest professional business
network
(source)

42. Why
use
LinkedIn?
•
Nurture professional relationships
•
Maintain your professional
business presence
•
Looking for employees
•
HR, recruiting, staffing industry
•
Have higher-level conversations

43. Features
•
Company profile
•
Make updates (links and photos)
•
Add services & open positions
•
Associate a LinkedIn Group
•
Recommendations (for services)
•
Groups: high level conversations
•
Analytics
•
Advertising
For more: LinkedIn with Sue Kunimune (August 24)

44. Keep
in
touch!
Wahine Media
web: wahinemedia.com
blog: wahinemedia.com/wahineblog
facebook: facebook.com/wahinemedia
twitter: @wahinemedia
!
Karen Weikert
@karenweikert
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Gwen Woltz
@gjwahine
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Download this slideshow:
http://slideshare.net/wahinemedia