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A primer on popular social media services, brought to you by Tuck Alumni Services
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The Tuck Guide to
SOCIALM E D I A
WELCOMETO THE WIDE WORLD OF
SOCIAL MEDIAAn ever-evolving landscape of online services and tools, connecting people, brands, and businesses to each other...This guide was created by Tuck Alumni Services as a primer for first-time social media users looking to get their feet wet with basic profiles, or those with a few social media accounts who are looking to expand their online presence and learn about new features.
At the end of this guide, we share expert resources to keep you up to date on the the latest viral marketing trends, strat-egies, and research for businesses and brands.
Find friends & classmates
Professional Networking
Update friends & family while I
travel
Easily take and share photos
Post personal content
Organize photo albums
Read and share news
and content in real time
Engage in intellectual discussion
Share & view video content
Facebook • • • • • •Twitter • • • •LinkedIn • • • •Google+ • • • • • •Youtube •Pinterest • •Foursquare • •Tumblr • •Flickr • • •
WHICH SOCIAL MEDIA SERVICES ARE FOR YOU?
We think the image above is a fun and simple way of explaining the popular social media networks at a glance. Tuck did not create this image.
What You Need To Know About FacebookJoin Facebook by registering on FACEBOOK.COM. This is the registration form for
making a personal profile. If you are making a page for a cause, celebrity, brand, band,
location, institution, or business, go to the “Create a Page” section of the site. You can
select a language other than English at the bottom of the home page.
The more detailed your profile, the better. The more information you provide, the eas-
ier it is for other users to find you. Edit your information using the “Edit” buttons in the
upper right hand corners of the boxes in your “About” section.
It’s not enough to make a profile of textual bits of info, so take the opportunity to up-
load a profile photo. This should be a picture of YOU. Not your pets, favorite quote, or
celebrity look-alike. Post these kinds of photos to your wall, or create separate photo
albums.
Best Practices for Facebook Security1. Adjust Facebook privacy settings to help protect your identity
In the top blue navigation bar under “Home”, select “Privacy Settings”
2. Read the Facebook Guide to Privacy
At the very bottom of every page on Facebook, there’s a link that reads “Privacy.” The linked
page is “A guide to privacy on Facebook,” which contains the latest privacy functions and
policies. When in doubt, use the “Preview my profile” button on any privacy settings page to
check how your information appears to others.
3. Think carefully about who you allow to become your friend
Once you have accepted someone as your friend they will be able to access any information
about you (including photographs) that you have marked as viewable by your friends. You can
remove friends at any time should you change your mind about someone.
4. Post media prudently
When you post photos and videos, they are hosted by Facebook. Although you can limit vis-
ibility to custom groups, this media still ives in the Facebook infrastructure. Do not post
confidential media or media to which you do not own the rights. If your media is owned by a
brand or under copyright, watermarking is a must!
Read More...http://www.sophos.com/en-us/security-news-trends/best-practices/facebook.aspx
Facebook Home Page/News Feed
YOUR NEWS FEED (FRIENDS’ POSTS)You can Like, Comment, and Share directly from this page
VIEW AND ADDAPPLICATIONS HERE
Facebook Profile with Timeline
COVER PHOTO851 pixels x 315 pixels
APPLICATIONS BAR
PROFILE PHOTO160 pixels x 160 pixels
YOUR TIMELINE/WALLShowing recent activ-ity and links/photos you post. You can allow friends to post here, too.
What You Need To Know About TwitterJoining Twitter is also simple! You can sign up by entering your name, email, and a password on the
home page, TWITTER.COM.
Twitter is fairly minimalist when it comes to profiles. Choose a username that is 15 characters or
less—the one people use to follow you—upload a picture, add a 160-character biography, and link to
your website or blog. You can change your Twitter username anytime. Your followers will remain.
The list of tweets from people you follow is called your Timeline. To post links, copy and paste the
URL for the webpage you want to post. Twitter will automatically shorten long URLs. You can also
use a Link Shortening tool, such as Ow.ly, Bit.ly, or Tinyurl (see glossary).
To make sure specific people see your status updates, try “mentioning” them. To mention another
user, add the person’s username to the tweet with an @ symbol in front of it. These tweets will
show up in the mentioned user’s own Twitter stream. If you don’t want your Tweet to be seen pub-
licly, you can direct message or “DM” someone by typing just the letter D before that username, fol-
lowed by your message.
To add your location to Tweets, click the cross-hair icon under the “Compose new tweet” box you
use to write your 140 characters . Twitter automatically detects your location and adds to the tweet.
Twitter Home Page/Tweet Timeline
Automatically shortened link
Mention
Hashtag
Link shortened with Bit.lyType your tweet here
Add your locationAdd a photo
Twitter Profile Page
Retweet
Twitter Avatar48 pixels x 48 pixels
Twitter Background1600 pixels x 900 pixels
What You Need To Know About LinkedInJoin LinkedIn by entering your name, email, and a password on the home page,
LINKEDIN.COM. Once you log in, a simple instruction-based interface leads
you through the process of setting up your profile data, with tips for improve-
ments to reach completion. To make future edits, click the Profile menu.
While LinkedIn has an area for status updates, it’s meant to be for professional
updates only. It is not recommended that you link your Twitter account to your
LinkedIn Profile, unless you se Twitter to establish yourself as a subject matter
expert in your field. LinkedIn doesn’t let you tag. LinkedIn is not for media shar-
ing, but you can always attach a video/photo link to a status update.
Easily find “connections” (equivalent of a Facebook Friend) through geography,
company, and industry searches. Reach out to colleagues for recommenda-
tions and give recommendations for others. You will have an opportunity to re-
view any recommendations received before they become public on your profile.
For detailed instructions on improving your LinkedIn Profile from Tuck’s Career
Development Office, downloadin their LinkedIn Tips Presentation.
http://mytuck.dartmouth.edu/s/1353/images/gid5/editor_documents/career_resources/usinglinkedin.pdf
LinkedIn Profile Page
LinkedIn Home Page
What You Need To Know About Google+If you have a Gmail account from Google, you are automatically part of the
Google+ network. You can log in to your Google Accounts page and access
Google+ via the “+YourUsernname” link. If you are not a Gmail user, go to
PLUS.GOOGLE.COM to sign up.
Google+ also thrives on detailed profiles. Much of this information is pre-pop-
ulated, if you are using Gmail. For additional updates to your profile, click your
name in the upper right to make edits.
On Google+, the list of your friends’ posts is called your Stream. Google+
makes it easy to share media. In the “Share what’s new” box for status up-
dates, you’ll find icons for adding photos and video. If you click “From your
phone” on the pictures menu, you can grab pics from an Android-based phone.
On the video menu, you can grab clips from YouTube or your Android phone.
Google+ puts a pushpin icon right in the “Share what’s new” box to determine
your location. Google+ for iPhone, will ask your permission to include your lo-
cation info with each post.
The +1 is the equivalent of a Facebook “Like”. You can “+1” any page in a
Google Search.
Google+ Profile Page
What You Need To Know About Pinterest
Pinterest is a visual content sharing service that allows members to “pin” images,
videos and other objects to their pinboards. To sign up, go to PINTEREST.COM
You can set up your profile with basic info about yourself, your location, and an ava-
tar image. You can then set up your Boards. These are categories for the images
and content you will be collecting. Examples of possible boards include “For the
Home” or “Recipes” or “Birthday Cake Ideas”
To “pin” an image, install a “Pin It” bookmark on your browser’s bookmark bar to
automatically add large images from any webpage you are browsing to one of your
boards. Instructions for setting this up can be found in the ABOUT menu under “Pin
It Button”. You can also upload images (pins) directly from your computer.
Similar to Twitter, you gain followers and in turn, can follow other users. Their recent
pins will appear on your home page. Similar to re-tweeting, you can “re-pin” anoth-
er user’s image to your boards. Similar to Facebook, you can “like” another user’s
pin, as well.
Pinterest is a great way to collect for yourself and share visual inspiration with
friends. If applicable, be sure to credit original image sources in the pin description.
Pinterest Home Page
All pins from people you follow
View your profile & pinboards
Pinterest - Your Boards Page
Your avatar & profile information
Your Boards
What You Need To Know About The Others
• HootSuite Social media management system that helps brands streamline campaigns across social networks such as Twitter, Facebook, LinkedIn, and Google+.
• Flickr A popular online photo management and sharing application.
• Youtube A video-sharing website, on which users can upload, view and share videos.
• Tumblr A free blog hosting platform with customizable templates with photos, mobile apps, and social networking functions
• Instagram A fast, & fun way to share your life with friends through photos, available for iPhone and Android. Take photos & apply creative effects.
• Foursquare Members note their locations with a mobile phone and can find out where friends are for location-based networking.
• Vimeo A respectful community of passionate creatives who share the videos they make.
• SVPPLY A social shopping site that allows you to keep track of products you like.
• Quora A question-and-answer website created, edited and organized by its community of users.
• Dribbble What are you working on? Dribbble is show and tell for designers & art directors.
Social Media on Your Mobile DevicesApplications for iPhone, iPad, Blackberry, and Android are available for the following
social media services:
- Foursquare
- Hootsuite (aggregator)
Most of these applications ask if you would like to receive “Push Notifications”
This means that these applications will automatically download news/status updates
and notify (usually make a sound or send you a message) to alert you. It is generally in
your best interest to choose to turn these off/disable. This not only conserves battery
power, but prevents constant phone disturbances throughout the day.
General “Netiquette”Facebook
Tagging
Only tag friends in photos in which they actually appear
Honor any requests from a friend to be untagged
Liking
Liking is a form of public endorsement. People can see what conversations,
photos, causes, people, and brands you have liked. Use the same level
of judgment you would use when entering information in your profile.
Retweeting
Credit the original Tweeter in your Re-Tweet by including the username
Direct Messaging
If you are sending personal info about yourself or another person (address,
phone number, etc), making a private comment, or communicating any
thing that may not be fit for EVERYONE on the web to see should be sent as
a Direct Message.
Post/Tweet frequency
Keep tweets to 3 per hour at a maximum and Facebook posts to 3 times per day.
What You Need to Know About PrivacyFacebook
In the “Home” menu under “Privacy Settings”, you can adjust the visibility of past posts,
limit what applications can access your profile, who can find your profile and send friend
requests, and create custom friend groups and privacy settings for particular media.
You can protect your tweets in “Settings” by clicking on the Profile icon in the top naviga-
tion bar. Users have to request permission to follow you, and only those you allow are able
to see your tweets.
You can choose to share links, photos, and documents with particular circles and/or indi-
viduals by editing the “Visible to:” field above your posted content.
The Case For/Against “Linking” Your Social Media Accounts
When signing up for new social media accounts, you are often prompted to “Link” your
new account with an existing social media account (Facebook, Twitter). While this can
serve as a convenient way to import friends/contacts, be wary of automating data be-
tween services, as each service has its own set of privacy tools and settings.
Tools and TricksLink Shorteners for Twitter
Bit.ly
Ow.ly
Tinyurl
Social Media Aggregators - mobile applications and web dashboards that allow you to
view and post to multiple social media services, including Twitter & Facebook
Hootsuite - http://www.hootsuite.com
Tweetdeck - http://www.tweetdeck.com
Visualizations & Trends
Tweet clouds - http://tweetcloud.icodeforlove.com/
Facebook visualizations - Facebook applications that allow you to see graphic
representations of your friend network, according to geography, popularity, and
interest groups (examples - Facebook Friend Wheel, TouchGraph Friend Browser)
Realtime hashtag trends - http://hashtags.org/
Adding Social Sharing to your Website
AddThis (3rd party sharing button generator)
Twitter Search, Favorites & List Widgets - https://twitter.com/about/resources/widgets
Facebook Profile, Like & Photo Badges - https://www.facebook.com/badges/
AddThis - AddThis is a social bookmarking service that provides a code users can put on their websites so that when people visit that site, they have the option to share via Facebook, Twitter, etc. Its analytics service can show you which pages are trending, where people are interacting with your brand, and what they’re saying about your content on Twitter.
Avatar - An avatar is an image or username that represents a person on-line within forums and social networks.
Bit.ly - Bit.ly is a free URL shortening service that provides statistics for the links users share online. Bitly is popularly used to condense long URLs to make them easier to share on social networks such as Twitter.
Blog - Blog is a word that was created from two words: “web log.” Blogs are usually maintained by an individual or a business with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. “Blog” can also be used as a verb, meaning to maintain or add content to a blog.
Chat - Chat can refer to any kind of communication over the internet but traditionally refers to one-to-one communication through a text-based chat application commonly referred to as instant messaging applications.
Circles - Circles are clusters of a user’s friends on Google+, meaning you can group certain people you choose to connect with on your Google+ into a certain Circle–such as colleagues, college connections, family, etc. When you want to share content with only these individuals, you include that specific Circle in your post’s sharing options.
Comment - A comment is a response that is often provided as an answer or reaction to a blog post or message on a social network. Comments are a primary form of two-way communication on the social web.
GLOSSARY: Terms You Should KnowConnections - The LinkedIn equivalent of a Facebook ‘friend’ is a ‘connec-tion. Forge meaningful relationships and connect with users who you’ve done business with, would recommend, have strong professional synergy with, or can help you with your career in the future. Consider professors, classmates, alumni, past/present co-workers & managers, and potential employees.
Creative Commons - Creative Commons is a nonprofit corporation dedi-cated to making it easier for people to share and build upon the work of others, consistent with the rules of copyright. It provides free licenses and other legal tools to mark creative work with the freedom the creator wants it to carry, so others can share, remix, use commercially, or any combina-tion thereof.
Facebook - Facebook is a social utility that connects people with friends and others who work, study, and live around them. Facebook is the largest social network in the world with more than 800 million users.
Flickr - Flickr is a social network based around online picture sharing. The service allows users to store photos online and then share them with oth-ers through profiles, groups, sets, and other methods.
Follow Friday (#ff) - Follow friday is a trend via the hashtag #ff every Fri-day on Twitter. Users select other usernames and tweet them with #ff in their post, meaning they recommend following those Twitter users.
Foursquare - Foursquare is a social network in which friends share their lo-cations and connect with others in close physical proximity to each other. The service uses a system of digital badges to reward players who “check in” to different types of locations.
Friends - These are individuals you consider to be friendly enough with you to see your Facebook profile and engage with you.
Google+ - Google+ is Google’s new social network. It differs in that it promotes social sharing that is more similar to how people share in real life by providing features such as one that limits who you are talking to, creating 1-on-1 conversation.
Hashtag - A hashtag is a tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a “#.” Ex-ample: #yourhashtag. Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference, online or offline.
HootSuite - HootSuite is a social media management system that helps brands streamline campaigns across social networks such as Twitter, Facebook, LinkedIn, and Google+ Pages. Teams can collaboratively moni-tor, engage, and measure the results of social campaigns from one secure, web-based dashboard.
Instagram - Instagram is a photo sharing application that lets users take photos, apply filters to their images, and share the photos instantly on the Instagram network and other social networks like Facebook, Flickr, Twit-ter, and Foursquare. The app is targeted toward mobile social sharing, and in just over one year, it has gained almost 15 million users. Currently, it is only available for iPhone devices.
Klout - Klout is a measure of social influence. The service allows users to connect various social accounts such as Facebook, Flickr, YouTube, etc., and then provides every user with his or her Klout score. The score is out of 100--the higher the score, the more inlfuence you have on the social world.
Like - A “Like” is an action that can be made by a Facebook user. Instead of writing a comment for a message or a status update, a Facebook user can click the “Like” button as a quick way to show approval and share the message.
LinkedIn - LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for profes-
sional networking. As of June 2010, LinkedIn had more than 70 million reg-istered users, spanning more than 200 countries and territories worldwide.
News Feed - A news feed is literally a feed full of news. On Facebook, the News Feed is the homepage of users’ accounts where they can see all the latest updates from their friends. The news feed on Twitter is called Time-line (not to get confused with Facebook’s new look, also called Timeline). The LinkedIn news feed is called LinkedIn Today.
Retweet - A retweet is when someone on Twitter sees your message and decides to re-share it with his/her followers. A retweet button allows them to quickly resend the message with attribution to the original sharer’s name.
Social Media - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
Social Media Monitoring - Social media monitoring is a process of moni-toring and responding to mentions related to a business that occur in social media.
Tag Cloud - A tag cloud is a visual depiction of user-generated tags, or simply the word content of a site, typically used to describe the content of web sites.
Timeline - Timeline is the new Facebook format for personal profiles. It is essentially a digital scrapbook of a user’s life, displaying their profile in an actual timeline format so they can see at exactly what point in time some-thing a story occurred.
Trend - A trend is seen on every social network. Facebook shows what is trending when multiple users are sharing the same link or discussing the same topic. Google+ highlights trending topic when a user conducts a search. Twitter has a section to the bottom right of its home feed which clearly shows what topics and hashtags are trending in tweets.
Tumblr - Tumblr lets users share content in the form of a blog. Users can post text, photos, quotes, links, music, and videos from your browser, phone, desktop, or email.
TweetDeck - TweetDeck is an application that connects users with con-tacts across Twitter, Facebook, MySpace, LinkedIn, and more.Twitter - Twitter is a platform that allows users to share 140-character-long messages publicly. User can “follow” each other as a way of subscrib-ing to each others’ messages. Additionally, users can use the @username command to direct a message toward another Twitter user.
Twitter Chat - A Twitter Chat is a chat or discussion that is held on Twit-ter and is open to all users. Questions are prompted from the user hosting the chat, while anyone else can respond using a particular hashtag. The hashtag is the marker for someone participating in the chat.
Twitter Search - Twitter Search is a search engine operated by Twitter to search for Twitter messages and users in real time.
URL - A URL is most popularly known as the “address” of a web page on the web (e.g. http://www.example.com)
Vimeo - Vimeo is a popular video sharing service in which users can upload videos to be hosted online and shared and watched by others. Vimeo user videos are often more artistic, and the service does not allow commercial video content.
Widget - A widget is an element of a graphical user interface that displays an information arrangement changeable by the user, such as a window or text box.
YouTube - YouTube is a video-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a subsidiary of Google. You-Tube is the largest video sharing site in the world.
Learn more...News & Trends
- Mashable http://www.mashable.com
- ReadWriteWeb http://www.readwriteweb.com
- Social Media Today http://www.socialmediatoday.com
- Tech Crunch http://www.techcrunch.com
- O’Reilly Radar http://www.radar.oreilly.com
Recommended Articles“Demystifying Social Media” - McKinsey Quarterlyhttp://www.mckinseyquarterly.com/Marketing/Digital_Marketing/Demystifying_social_media_2958
“Crafting the Most Re-Tweetable Tweet You Can” - Social Media Todayhttp://socialmediatoday.com/cmcguinness/491018/crafting-most-re-tweetable-tweet-you-can
“Curse You Pinterest, I’m Hooked” - Mashable Social Mediahttp://mashable.com/2012/02/10/curse-you-pinterest-i%E2%80%99m-hooked/comment-page-2/
“Even More Ways To Master Facebook Timeline” - ReadWriteWebhttp://www.readwriteweb.com/archives/even_more_ways_to_master_facebook_timeline.php
“Google+ Tips for Beginners” - CIO Magazinehttp://www.cio.com/article/685930/10_Google_Tips_for_Beginners
