This document provides an overview of various social media platforms including Facebook, LinkedIn, Google+, Pinterest, and enterprise social networking. It discusses the growth and uses of Facebook, how to use groups and pages effectively, and how to protect privacy. For LinkedIn, it outlines how to complete your profile, engage with groups, and use features like search and introductions. Google+, Pinterest, Vine and Instagram are also briefly discussed. The importance of content creation and engaging conversations on these networks is emphasized.

1. Lee Aase
Chancellor, Social Media University, Global (SMUG)
April 29, 2013
Social Networking: From
Facebook to LinkedIn and
Beyond

2. Basic Social Media “Food Groups”

3. Agenda
• The Power of Social Networks
• Stretching Dunbar’s Number
• Facebook: Personal and Professional Applications
and Protecting Privacy
• Professional Networking in LinkedIn
• Other Platforms
• Enterprise Social Networking

4. The Power of Social Networks

5. The Power of Social Networks

6. The Power of Social Networks

8. Dunbar’s Number

10. Social Networking in Plain English

11. • Clay Shirky
• Here Comes Everybody:The Power of
Organizing without Organizations
• Cognitive Surplus: Creativity and Generosity
in a Connected Age
• Clayton Christensen:The Innovator’s Dilemma
• Wikinomics: How Mass Collaboration Changes
Everything
For Further Reading...

12. Facebook
• Launched Feb. 4, 2004 at Harvard
• Dec. 2004 - Reached 1 million users
• May 2006 - Expands to add work networks
• Dec. 2009 - Reached 360 million users
• Oct. 2012 - Reached 1 billion users
• Now:
• 802 million daily active users
• 1.28 billion monthly active users

13. • Personal Profile
• Groups
• Pages
Three Ways to Interact in Facebook

14. • Your universal passport for Facebook
participation (and optional for many other
sites)
• Real names
• One profile per person
• Control who sees what through privacy
settings (more on that later)
Personal Profile

15. • Clubs
• Informal Associations
• Projects
• Let’s create one!
Applications of Facebook Groups

16. Facebook Groups

17. Facebook Groups

18. Facebook Groups Privacy Options

19. Facebook Groups

20. Facebook Groups

21. Facebook Groups

22. Facebook Groups

23. http://leeaase.me/IBMRCTC

24. Facebook Groups

25. http://leeaase.me/IBMRCTC

26. • Join the Group
• http://leeaase.me/IBMRCTC
• https://www.facebook.com/groups/
421841064619922/
• https://www.facebook.com/groups/
IBMRCTC/
• Leave a comment or ask a question
In-Class Exercise

27. Kinds of Group Activity

28. • For relatively small or informal organizations
• Ad hoc teams and projects
• Community activism and organizing
• Easy to start and build
• Low barriers to participation
Groups in Review

29. • For businesses, brands and formal
organizations
• Electronic equivalent ofYellow Pages
Facebook Pages

31. Facebook Pages

32. • Only a small percentage will typically see any
given post. If your page has 1,000 likes:
• April 2012: 160
• February 2014: 60
• Future: 10-20
• Why? A lack of space in the newsfeed
• “On a given day, when someone visits
Newsfeed, there are an average of 1,500
possible stories we can show”
Diminishing Organic Reach

33. Advertising Options
• Promote page
• Boost posts
• Set a budget
• Highly targetable
• Existing “Fans”
• Friends of Fans and other demographics

34. Facebook.com/Privacy

37. On the Fly Post Privacy

38. Custom Privacy Per Post

39. PutYour Friends in Lists

40. Review and Maintain Lists

41. An Unexpected Result

42. Privacy Exercise
• Create your Direct Descendants (or similar)
list
• Write a Facebook post and share using
custom privacy
• Write another post that you share with all
friends

43. LinkedIn
• Launched May 2003
• Largest professional network on the Internet
with >277 million members (93 million U.S.)
• Particularly useful in B2B context

44. Making the Most of LinkedIn
• CompleteYour Profile
• Join Relevant Groups
• Contribute and Engage
• Request Introductions

45. CompleteYour Profile

46. Engage in Groups

47. Group Suggestions

48. Searching People

49. Searching People

50. Searching People

51. Searching People

52. LinkedIn Power Tips

53. Requesting Introductions

54. LinkedIn Power Tips

55. Corporate Web Social Traffic

56. Table of Contents

57. Before the Makeover

58. A Better Headline

59. Edit Contact Info

60. Pre-Makeover Summary

61. Updated Summary

62. • Think Niche - e.g.“Collection Agencies”
• Make language client-benefit oriented
• Join and participate in Groups
• Share generously and with personality
• Create your own group
• Embed your Slideshare presentations and/or
videos
Other Key Tips

63. • Enhance your Headline
• Make your Web links more targeted and
descriptive
• Make your Summary more client-facing
In-Class Exercise

65. • The App
• Photo/Video Backup
• Communities
• Circles, Categorization and
Privacy
• Hangouts/Hangouts on Air
• SEO
A Few +1’s on Google+

66. Communities

67. The App

68. Photo/Video Backup

69. Photos

70. Circles/Categorization

71. Hangouts/Hangouts on Air

72. Google+ and Search

73. Recent Google+ News

74. • Lots of potential users due to Android
• Low engagement/time on site
• Technology may be useful in some cases, e.g.
• Hangouts
• Communities
• Worth watching because it’s Google
Google+ in Summary

75. Pinterest

76. • Launched March 2010
• Fastest to reach 10 million users
• Overwhelmingly female (>70 percent)
• Extremely “sticky”
Key Points on Pinterest

77. Mayo Clinic on Pinterest

78. • Vine
• Purchased by Twitter Oct. 2012
• Six-SecondVideos
• See “Fix in Six” by Lowe’s
• Instagram
• Purchased by Facebook in April 2012
• Square photos
• 15-second videos
What aboutVine and Instagram?

79. It’s Not a Land Rush

80. • You have company-approved tools
• Same basic social networking principles apply
Enterprise Social Networking

81. Next session is May 8
Content and
Conversations: Media
Creation and Sharing