a social media primer [2015 edition]

module one: what is social media?

Social media

so • cial me • di • a

noun

1. Websites and applications used for social networking.

2. Platforms that enable the interactive web by engaging users to participate in,

comment on and create content as means of communicating with their social graph,

other users and the public.

Social media has the following characteristics:

o Real-time

o Wide variety of on-demand content formats

o Device-agnostic

o Broad range of cross-platform interactions and engagement

o Speed and breadth of information dissemination

o One-to-one, one-to-many or many-to-many

o Online to offline; offline to online

definitions and characteristics

over 10% of all internet time

source: Nielsen Global Faces and Networked Places

4

source: Brian Solis and JESS3

this…

why brand builders should care

the new establishment, the people

the 4th most popular online activity

source: Nielsen Global Faces and Networked Places

source: Facebook

41,000 posts

72 hours uploaded

source: YouTube

75% of the US internet population

source: Forrester, The Growth of Social Technology Adoption

66% of the global internet population

90% of users expect brands to use, too

85% expect interaction

on the web in 60 seconds

2 million searches

source: Google

14 new songs added

source: Spotify

70 new domains registered

source: Register.com

15,000 songs downloaded

source: iTunes

347 new blog posts

source: WordPress

571 new websites

source: Internic

17,000 transactions

source: WalMart

20,000 new photos

source: Tumblr

278,000 tweets

source: Twitter

204,000,000 emails sent

source: Internic

217,000 new photos

source: Instagram

660,000 active users

source: Pinterest

11,000 professional searches

source: LinkedIn

104,000 photos shared

source: Snapchat

20,000,000 photo views

source: Flickr

1,400,000 connections

source: Skype

getting started

develop a strategy

33

determine your ROI equation

34

locate organic gatherings and listen

identify your tools

give each a role

37

use influencers to ignite conversations

turn hand-raisers into advocates

39

facilitate peer influence

Treat them like a tactic

or an experiment

Think they serve you

Believe “if we build it, they

will come”

Fail to keep them engaged

Rely on Social Media alone

to build membership

Sanitize their activities

what not to do

a social media primer [2015 edition]

module one: what is social media?