1. Digital and Social Media
Personal Branding & Social Media
Etiquette Continued
Social Media Etiquette
Social Media Etiquette
Annoying social media behaviors?
“Un”friending anyone? Why?
Social Media Etiquette
1. Be yourself
Use your real identity
2. Be transparent
3. Play by the rules
Understand the rules of each social platform/ Corporate policy
4. Listen frequently
5. Engage
6. Be respectful
Facebook Etiquette
Customize sharing settings
Connect with people you know personally
Ask others before tagging photos
Actively share but be respectful of other’s FB experiences
Mindfully send invites and application requests
Twitter
Public Form
Engage with people you are genuinely interested in
Quality prevails over quantity
Balance of retweeted contents vs. original contents
Don’t overuse or misuse #hashtag
Personalized tweet to individual followers
Reply in a timely nature when possible
Twitter users expect your responses quicker than FB & LinkedIn

2. Retweeting Without Reading?
I conducted an analysis of 2,738,452 link-containing tweets and found
evidence that many people retweet links without reading them.
0.0038 Pearson’s correlation coefficient between clicks and retweets.
This indicates that there is no significant relationship between the number of
clicks a tweet gets and the number of retweets it gets
14.64% of the retweeted tweets had 0 clicks
16.12% had more retweets than clicks
LinkedIn Etiquette
Better etiquette = better opportunities
Be accurate and professional
Never send generic invites
Utilize endorsement and recommendation features
Provide value through content
Be personal, don’t span through private messages
Social Networking Sites
Agenda
 Social Networks
 Facebook
 Google+
Social Networks
Social Media vs. Social Networks
 May people confuse and use two terms interchangeably
 Difference? Social media can be called a strategy and an outlet for
broadcasting, while social networking is a tool and a utility for
connecting with others
Social Networks

3.  Tools allow users to share information about themselves and their
interests with their networks
 Note that the users’ motivation to join a social network is almost
always social rather than commercial
Group Presentation
“Selfies”
 widely popular business tactic
 successful business campaigns: Museum Day Selfie, Lancome and
Sephora
 narcissistic world currently
Facebook
What is Facebook?
 Founded February 2004
 Over one billion active users
 Initial Public Offering (IPO) on May 18, 2012
 “Facebook is a social utility that connects you with the people
around you.” -Hubspot
Get Started and Promote Your Page
 Facebook provides you a step by step guide to create your page. FB
asks you…
o “Likes” the page
o Invite your friends
o Invite email contacts
o Post something on your page
 Once 30 people like your page, you can get access to FB insights
about your activity
Declining Organic Reach. Why?
 Surge in a number of posts users see
 Facebook news feed algorithm change

4. Median Organic Reach of Facebook Posts Among Facebook
Pages Worldwide, Feb 2012-March 2014
o 16.0% 12.6% 10.2% 7.8% 6.5%
o Feb 2012 Sept 2013 Nov 2013 Dec 2013 March 2014
News Feed
 News feed optimization
 Ensure your content goes in your target audiences’ feeds
Posting Tips and Best Practices
1. Keep Text Short
 100-250 characters to attract more engagement
2. Use Engaging Images and Videos
 Rich media like photos and videos get more attention and help your
message stand out in news feed
3. Ask Questions
 Engage your audience in a two-way conversation and show you
value their ideas by posting questions to get product feedback and
marketing ideas
4. Offer Discounts and Promotions
 Include call to actions with links to your product page or website
where possible
5. Provide Access to Exclusive Information
 exclusive information, updates, contests and events
6. Be Timely
 Current events, holidays or recent news
7. Plan Your Conversational Calendar
 Posting 1-2 times per week and planning your posting strategy
based on the topics, times and frequency that work best for your
business
8. Target your Posts
9. Schedule your Posts
10. Review the Performance of your Posts
 Monitor your page insights to better understand the profile of your
audience and see which content is working best to reach and
engage them

5. Google+
The Basics of Google+
 Google launched its social offering, Google+, in July 2011, and
opened it to brands in November
 In January 2012, Google CEO Larry Page reported there were more
than 90 million people signed up for Google+
o “Google+ is about introducing a social layer across all of our
products.” –Christian Oestlien, group product manager for
social advertising, Google
Brands can create brand pages, leverage Circles and host Hangouts
 Profile of Google+ elements
Feature Description
Brand pages Provides a homepage or hub for a company’s
Google+ content, shares, +1s and posts
Circles Allows users to separate followers into different
groups and then post certain messages only to
specific people
Hangouts Connects up to 10 people via video chat for free
Hangouts on air Broadcasts the feed to an even larger number of
viewers and records it for future viewing (a brand-
specific offering)
Direct connect Links a company’s Google+ page directly to search
results, taking users to the Google+ brand page
when they search for +Company Name
+1 Helps users highlight content they enjoy, including
ads, posts, websites or search results
Verified account Provides verification for a company or well-known
individual to confirm the authenticity of a Google+
page, similar to Twitter
Author tags Aggregates the posts on Google+ written by one
person in one place
Google Analytics Measures +1s within the broader analytics platform;
additional Google+ analytics are planned

6. However, usage and time spent on Google+ is low
Average time spent on social networking sites, worldwide, Jan 2012
 Facebook 405 minutes
 Tumblr 89 minutes
 Pinterest 89 minutes
 Twitter 21 minutes
 LinkedIn 17 minutes
 Myspace 8 minutes
 Google+ 3 minutes
Nearly 40% of US internet users are on Google+ but half don’t use
their accounts
US Internet Users Who Use Google+, Jan 2012
 I don’t know what Google+ is 19.5%
 Yes 19.3%
 No 40.9%
 I have an account, but don’t really use it 20.3%
But Does it Matter?
 Google considers Google+ a social layer across all its properties,
including YouTube, Picasa and search
 If users stay signed in as they move across the web, Google collects
data to personalize search and better targets ads
A Majority of Marketers in North America consider Google+ useful or
important
Importance of Google+ to their Company According to Companies in North
America, Jan 2012
 Not useful 27%
 Critical 7%
 Important 14%
 Somewhat useful 30%
 Useful 22%
This is Due to Google+’s role within the Google universe

7.  Marketers feel that they must join Google+ and get plugged in,
particularly because of Google+’s connection to search other Google
properties
 Google+ content and social signals will show up in Google
personalized search, including photos, comments, posts and +1s
from a user’s connections
 By leveraging the data collected as users are on Google+, the
company can better target ads, making them relevant to consumers
and better-performing for brands.

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9. 2/25/2015 2:53:00 PM