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Social Media Tools
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Types of Social Media
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Microblogging
Content-sharing
Purely Social
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Facebook• Most visited social network worldwide• Over 300 million active users• About 70 percent of Facebook users
are outside the United States • Fastest growing demographic is those
35 years old and older
Purpose: Users add friends and send them public or private messages, and update their personal profiles to notify friends about themselves.
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The Facebook Fan Page• Free profile for an
organization, product or public figure
• Engage target audience with announcements, photos, videos, event invitations, links, surveys
• Fans can leave messages and comment on postings
Challenge: Keeping fans engaged
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Benefits of Facebook• Potential to reach millions and
gain instant feedback• Fan page postings appear in all
fans’ personal feeds• Multiple fan pages can
showcase several components of an organization
• Target a specific or broad audience
• Facebook ads: advertise fan pages and more
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UPMC on Facebook
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Patient comments:
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LinkedIn• Simple, career-focused social
network• More than 50 million registered
users, spanning about 200 countries
• Users create profiles similar to resumes and connect with current and former colleagues
• Popular for job seekers and recruiters
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Benefits of LinkedIn• Profiles are public and searchable in Google• Employers can list jobs and search for candidates• Users can upload documents and post
information about upcoming meetings and events• A company executive can create a searchable
online presence with little risk
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Twitter• Users send and read short
messages• 55 Million monthly visits• Each user has a personal
timeline, or a live feed of posts from other accounts they subscribe to
• The public timeline includes messages sent by all users
• A list of trending topics reveals the site’s most popular discussions
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Twitter Terminology
Tweet: To post a message
RT or Re-Tweet: To re-post a tweet sent by another user
Follow: To add a user to your personal timeline
@Reply: To reply to or comment on another user’s tweet
Hashtag: The pound sign (#). Used in front of key words, allowing users to follow a series of tweets
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TwitterviewTwitterview: An interview that takes place publicly on Twitter, allowing users to follow the conversation in real time and post questions
Hashtag: #kidsflu
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Benefits of Twitter• Traditional media tells us what
happened. Twitter tells us what’s happening right now.
• Trending topics provide story ideas for journalists
• Media outlets post links to stories
• All tweets are public, searchable
• Journalists can quickly research public opinion on a topic
• Organizations can monitor what’s being said and identify trends
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UPMC on Twitter
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Flickr• A photo-sharing social network• Hosts more than 4 billion images• Owned by Yahoo!• Commonly used as a photo
repository for bloggers• Users can upload, organize and
share photos• Photos can be assigned key
words to improve search function
• ‘Explore’ feature showcases photos by date, popularity, and most interesting
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Benefits of Flickr• Provide access to official photo content for
bloggers and other citizen journalists • Use Creative Commons licensing to place
restrictions on photo usage• Photos can be found through Yahoo! and
Google image search engines
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YouTube• A video-sharing social network• 1 Billion views per day• Owned by Google• Users can rate, comment on, or
share videos by email or posting them to other social networks.
• Videos with high ratings and view counts are easier to find through search and video recommendations
Ultimate goal: “Go viral”
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Benefits of YouTube• An additional resource for media,
bloggers and others to view and download video content
• Contribute to your organization’s reputation by creating one or several official YouTube Channels
• Embrace positive videos• Filter out negative videos
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UPMC on YouTube