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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