SOCIAL MEDIA AND YOUR BRAND

WEEK 1
Welcome to Social Media. My name is Jay
Shetty and I'm a digital strategy and
innovation consultant and today I'm going to
be speaking to you about how social media
can be used in an effective way for your
business. So let's start off by defining what
social media is. Social media is tools,
websites, applications. They're all great for
sharing, creating, content, videos, ideas,
pictures, even your opinions of what you had
for breakfast. And you see all these things
every day that help you build those networks
across the world. Now all of these things that
we use in our everyday life I mean Facebook
released in 2004, Twitter in 2006, Instagram
in 2010, and even Snapchat just more
recently-- all of these things, you're using
them on a daily basis. But now, it's becoming
more and more prevalent to see these
networks become established in big business.
How can these be relevant for the business
world of today? That's what we're going to
look at. So let's talk about why big businesses
are taking social media so seriously all of a
sudden.
Well there's an interesting fact. If you think
about the last 60 seconds or so which you've
been watching this video, there have been
over 276,000 tweets, 246,000 Facebook
posts, with 1.8 million likes, and 72 hours of
YouTube video uploaded, and about 120
LinkedIn members. Now those are serious
insights, serious information, and lots of
interesting and impactful insights and data
that businesses can make the most use of.
GLOSSARY (Bảng chú giải)

Word / Definition
Phrase

Analytics Analytics is the study of data to understand

the effects of certain decisions or events, to
predict how they might turn out in the
future and to influence future behaviours.
This allows businesses to evaluate and
improve their performance. For example, if
a business holds a promotional sale, they
can use analytics to understand whether the
promotion caused their sales to increase and
by how much, and what the effect might be
of holding sales for other products.
Authentic Something that is real or genuine

Brand A brand is the name/icon/design given to a

product or service from a specific source. In
additional to that, a brand is the perception
of a business/product/service/person created
in customers’ minds, concerning its
qualities and attributes. A personal brand is
often related to how you present yourself
and what you are known for. Your brand
both personally and professionally will be
defined by what your audience thinks when
they hear your brand name.
Campaign A planned series of actions or strategies that
aims to achieve a specific goal. For
example, a social media campaign is a
coordinated marketing effort using one or
more social media platforms to achieve a
business goal, for example, to increase
website traffic or improve brand
engagement.
Caption A title, short explanation, or description
accompanying an image or illustration
Content Content is a broad term that describes
 something which is created, like
information or an image. For example, web
content is the text, visuals, animations or
audio that creates the user experience on
websites.
Demographic A section of the population sharing
common characteristics, such as age, race or
gender

Digital You will hear the word ‘digital’ used a lot

in this course.
Digital is the adjective used to describe how
we are changing the way we operate
socially and professionally to reflect
emerging technologies and increasing
connectivity to the people and objects
around us.
Digital enables us to transmit and store data
or information and apply this information
and technology to improve human
performance and better tackle our tasks.
Digital has many aspects, and this course
gives you an introduction to some of its key
areas such as Social Media, Digital
Marketing, Mobility, Analytics and User
Experience.
Engagement The percentage of people who interact with
rate (ER) a particular piece of content. The
engagement rate takes into account factors
such as number of likes, comments and
shares.
Follower A follower is someone who subscribes to
receive updates on activities and posts on
social media channels, such as Twitter and
Instagram, hence they ‘follow’ others on
these social media channels
Format The way in which something is arranged or
presented. For example, the format of a
message could include text, audio, video
and animations.
Hashtag A word or phrase with a hash sign (#) in
front of it is used on social media sites like
Twitter and Instagram to identify and search
for posts on a specific topic
Highdefinition A high-definition video or television is of
higher resolution (a sharper image) and
quality than the standard
Holistic Dealing with the whole of something and
not just a part of it. For example, to take a
holistic view of how your brand is
represented on social media, you will need
to look at every social media channel that
your brand has a presence on.
Insight Gaining a clear and deep understanding of
an issue or situation through a combination
of facts, data and/or analysis of data.
Key A key performance indicator (KPI) is a
performance measurable value that helps evaluate
indicator progress towards a goal. For example, a KPI
for measuring the success of a social media
campaign may include the number of likes,
shares or mentions that the campaign
receives.
Leverage To use something to maximum advantage.

Management The work done by a company which

consulting focuses on advising other companies on the
best ways to manage and operate their
business.

Medium A term referring to the

format/environment/channel in which you
communicate or present a particular
message or information.
Mention Used in the context of social media
apps/sites such as Twitter and Instagram,
refers to the content of a post containing
another user’s username, for example,
[post] @username
Network A group or system of interconnected people
or things. For example, your social media
network is the people that you connect and
interact with on social media channels.
Niche The word ‘niche’ is used to describe
products, services or interests that appeal to
a small, limited or specialised group.
Objective An objective is a goal that you are aiming to
achieve. For example, a social media
objective for a business could be to achieve
30,000 Facebook followers by 2017. The
objectives set should be specific,
measurable, attainable, relevant and timely
Online When an individual or business exists on
presence online platforms and is visible to others.
This includes being active on social media
by posting or sharing content that is noticed
by others.
Optimise To make the best or most effective use of a
situation or resource.

Privacy rights This is a human right to keep certain

personal data or information private and be
protected from damaging publicity or
scrutiny. Respecting privacy rights when
posting on social media involves avoiding
the sharing of sensitive or confidential
information about yourself, company,
customers or other individuals.
Property These determine how and by whom
rights something is owned and used. Respecting
property rights when using content online
includes checking who owns the content
and whether you are allowed to share it
under your brand
Quantifiable Something that can be measured or counted.

Social Monitoring digital conversations to

listening understand what is being said about a brand,
industry or specific topic. For example, a
company could use social listening to
understand what their customers are saying
about them on social media channels. The
feedback from social listening can help a
company to differentiate their brand or
service, and create content tailored for those
audiences.
Social media Social media refers to the apps and websites
that enable users to create and share content
 or to participate in social networking, which
means interacting with people online. Some
examples of social media apps and websites
include Facebook, Twitter, Instagram and
Snapchat.
Social media The means, networks or platforms used to
channels interact and communicate with people.
Examples of social media channels include
Facebook, Twitter, Snapchat and LinkedIn.
Can also be referred to as ‘channel’
Social A network of people that you connect and
network interact with on social media channels. This
includes websites and apps which allow
users to communicate with each other by
posting information, comments, messages,
images etc
Sourcing Locating and getting something from a
specific place

Strategy A plan of action designed to achieve a long-

term or overall aim. A social media strategy
is a company’s plan for how they will use
social media to meet their business goals.
All interactions and posts FutureLearn 4
that the company makes on social media
should be guided by this strategy
Target group A particular group of people, identified as
the intended group, to whom marketing
campaign efforts are directed, in order to
better understand customers. A target group
enables a business to better satisfy its
customers, make more efficient use of its
marketing resources and collect more
precise data to analyse over time and refine
its marketing strategies
Trend A general direction in which something is
developing or changing
Upload To post, move or copy something to a
destination. For example, you can upload a
photo saved on your smartphone to an app
or website like Instagram and Facebook.
Viral A video, image or other piece of
information that has spiked in popularity
and is shared rapidly and widely from one
Internet user to another in a short period of
time. Most viral media is viewed by more
than a million people in less than a week.