The-Science-of-Social-Media-2012

A graph shows the growth of your followers or those you are following over a specific time period (which can be altered), plus another graph shows the number of tweets you have made. Another stat shows you a prediction of how many followers you will have in x number of days. You can use the sliding scale to alter this. You can get up to 3 months’ worth of data for free, but can also get 6 months’ data by ‘paying with a tweet’. Twitter Counter is free to use with a Twitter login. There are Pro accounts available with additional stats from $15 per month and these include stats for up to a year plus other features. www.twittercounter.com36.12 Who Unfollowed Me If you have noticed that your number of followers has decreased and you want to know who has unfollowed you, then Who Unfollowed Me is a handy tool. It will also show you who’s not following you back, who you are not following back and your unfollow history for the past 7 days. The stats are for up to 100 users. If you use SocialBro then you will note that a similar function is built in to it.© 2012 Fresh Egg Limited – The Science of Social Media 101

Who Unfollowed Me is free to use. There is a Pro account option available for $4.99 per year that has a few more features including automated checks. www.who.unfollowed.me36.13 Topsy Topsy is a great tool for social media monitoring in general, but it also deserves a mention as a general Twitter tool. It’s billed as a “real-time search for the social web” and that’s exactly what it does. Simply enter a search term – a brand, keyphrase, event, hashtag, etc – and you will be presented with search results pulled in from a number of sources.© 2012 Fresh Egg Limited – The Science of Social Media 102

These can be filtered by type of result – tweets, links, images, videos, experts – and also by network(currently Twitter or Google+). There are also some additional filtering options in the form oflanguage and date.In order to enhance the usefulness of these even more, you can use the ‘Advanced Search’ feature,which has a number of filtering options such as exact word match, search within a site or domain,search by date range and more. Use a number of different search operators to refine your search even moreOne of the most useful features of Topsy, however, is that you can output these results, for exampleshare them on Twitter, grab the RSS feed or even create an email alert (similar to Google Alerts).The only downside is that if your search term is fairly general then your alert may contain somerandom links.For some additional graphical representations of searches, there’s a sub-domain known asanalytics.topsy.com. This gives you the ability to compare up to three search queries. Also if yousimply want a quick snapshot on what is trending right now then Topsy can offers with .filteringoptions.Topsy is free to use with a Twitter sign in.© 2012 Fresh Egg Limited – The Science of Social Media 103

www.topsy.com36.14 Twylah Twylah builds a topic-centered landing page (called a ’Twylah’) that contains links to topics that are deemed to be the ones that you tweet about most. These are displayed in a magazine-style layout and group tweets together under main topic headings. Users can view all the tweets you have made about particular subjects and also tweets related to these using keywords.Twylah is great for giving your Twitter account authority, especially if you tend to tweet about a fewparticular subjects. These topics can be managed, however, so you can refine which ones you wantto be displayed.Included are prominent social sharing linksand a button for people to follow you.Another feature of Twylah is the ‘Power Tweet’. This gives you the ability to tweet out and link backto your Twylah, therefore exposing followers to your other tweets in a very visual way. You can alsoadd other links to your Power Tweets. Tywlah claims that using them can increase engagement withyour followers by up to 40 times.Twylah is free to use, but is currently in an ‘invite only’ state. However, invites do seem to comethrough fairly quickly.© 2012 Fresh Egg Limited – The Science of Social Media 104

www.twylah.com36.15 Paper.li Paper.li is a quick and automated way to create an online newspaper. It is described as a “content curation service” and uses sources including your Twitter account, G+, RSS feeds and Facebook to create a really visual ‘paper’. This can be browsed by people using Paper.li but will also get found via search. You set it up by choosing your sources and then refine the content by selecting which topics you want displayed. There are a few options for how this looks, so you can ‘brand’ it as well.The key, however, is the promotion of it. By selecting the correct option it will tweet out a link to itand also include up to five or six Twitter users that have ‘contributed’ to the paper.There is some debate as to whether Paper.li is a little spammy, especially if you schedule twoupdates a day to tweet out, for example. However, there is also good evidence that it is a veryuseful source of RTs and additional follows. This is due to the fact users mentioned think you havehand-picked them and then generally tweet back to thank you, thus increasing your reach further.There’s also a stats section that shows how many views your paper has had and who has favouritedit.Paper.li is free with a sign in to Twitter.© 2012 Fresh Egg Limited – The Science of Social Media 105

www.paper.li36.16 Bit.ly Bit.ly is a URL shortener service and is probably one of the best known. It helps you track, share and analyse your links. These links can be used on all forms of messaging, but with Twitter’s character restrictions this can help you get the most out of your tweets. Some Twitter management tools, such as TweetDeck, offer Bit.ly as an alternative URL shortener to Twitter’s. Bit.ly collects your links and then you can quickly access them to review clickthroughs. Bit.ly is free to use with a Twitter or Facebook sign in. www.bit.ly If you’re looking for a super-quick Url shortener with no need for the analytics then try Nowtweet.it. This also comes with a handy bookmark button for your browser in order to instantly shorten a link.36.17 Buffer Buffer is a fairly new kid on the block when it comes to Twitter tools. It’s a scheduling tool for Twitter (and other social media channels), and works by you creating your messages when you have the time (or inspiration) then ‘buffering’ them to be sent out as and when you want.© 2012 Fresh Egg Limited – The Science of Social Media 106

As you can imagine, this is really handy to ensure you are tweeting or messaging your followers during out of office times. Use Buffer to test updates to measure the levels of response at different times and days You can use Buffer on the web and also on your mobile. It’s free to use with a Twitter sign in. www.bufferapp.com36.18 WhoTweetedMe WhoTweetedMe is a tool from Hubspot and is described as “contagious content analytics”. It offers quick and easy analysis of a URL to see who tweeted you.© 2012 Fresh Egg Limited – The Science of Social Media 107

Simply enter the URL of something you tweeted and then you’ll get to see:  Number of retweets  Average followers (of the people who retweeted you)  Potential reach There’s also an RT timeline to show you when these occurred plus a list of the top 20 most influential retweeters. You can even thank these retweeters with a built-in tweet function. www.whotweetedme.com36.19 Tweriod© 2012 Fresh Egg Limited – The Science of Social Media 108

Tweriod is a free Twitter tool that lets you know the best time to tweet. It works by analysing yourfollowers’ last 200 tweets to find out when it is they tweet most. The analysis takes around an hour or two, but when done you get a notification by DM or email. Tweriod is free to sign up to with your Twitter account, but a Pro plan is available for more in-depth analytics. www.tweriod.com36.20 IFTTT Saving one of the best to last, IFTTT is a really handy tool that allows you to create ‘recipes’ for tasks to help you out daily.© 2012 Fresh Egg Limited – The Science of Social Media 109

These are created using the basic premise of “If this happens, then do this”. As well as creating tasks from scratch, you can browse thousand of recipes already created by other IFTTT users. Chances are someone’s already created what you need, so you can simply adapt it for your requirements. It has lots of great uses for Twitter, such as setting up an automated feed from your blog to tweet out, but it also can be linked to platforms such as Dropbox, Instagram, Facebook Pages, Gmail and many more. www.ifttt.com37. Summary As noted in the introduction to this review, there are hundreds of tools for Twitter available and you could spend your whole day testing and using them. The ones included here are those most used by the social media team at Fresh Egg. There are also several very good paid tools that are worth you trialling if possible, Sprout Social being one of them. If you are going to spend some of your time testing these (and other tools) then here are a few key things to remember:  What platform flavours are they available in? Do these suit the way you access and manage your social media activity?  Do they seem to be accurate? Use a few tools that report the same indicators and see if their stats stack up or if they are they way off the mark.  Can they handle multiple accounts? If you manage more than one Twitter account then this is key.© 2012 Fresh Egg Limited – The Science of Social Media 110

Twitter is a powerful tool for social media campaigns as well as enhancing your own onlinereputation; by using some or all of these tools you should find your online effectiveness isincreased tremendously.© 2012 Fresh Egg Limited – The Science of Social Media 111

A guide to PinterestChapter 637.1 What is Pinterest Pinterest is the new ‘big thing’ in social media, still in beta phase it boasts a reported 13million users and has seen its page views increase 230.9% in the last 3 months. Currently ranked as the 31st most visited website in the UK, Pinterest is a collection of virtual pinboard, allowing you to ‘pin’ images you like onto boards in different categories. People can use it plan their weddings, decorate their homes and organise recipes. If an image is pinned from a website then it acts as a link back to the original page. For example if a pasta recipe was pinned to the board ‘Recipes to try’, the user can click on the image and it will take them back to the recipe on the original website. If another user also likes the look of the recipe they can ‘Repin’ it on to one of their own boards and the image will retain the link back to the original website.37.2 Key Statistics Pinterest has really taken off in the USA with 12million unique users compared to 200,000 in the UK. What is really interesting is that whilst Pinterest is a female dominated platform in America (83% of users are female), in the UK it is a lot more even, 56% of users are male. In the UK, 42% of users are aged 25-34, with the second largest age group being 35-44. The majority of UK users are college educated and about 60% of users earn over $100,000(£63,900) a year.37.3 Why should you use Pinterest for your brand?© 2012 Fresh Egg Limited – The Science of Social Media 112

37.3.1 What areas work well Pinterest has 31 different categories in which a board can fall into, although you can label the board whatever you want, pins will be more searchable should the board be in suitable category. Choose the most relevant category for the company. For example if you lease cars the ideal category would be Cars and Motorcycles. All categories can be diversified to allow a broader range of boards, i.e. Formula One, American Muscle Cars, Audi, Sports cars, Convertibles etc.© 2012 Fresh Egg Limited – The Science of Social Media 113

37.3.2 Key Objectives Since its rise in popularity earlier this year, Pinterest has become one of the biggest social traffic referrals, bringing in more traffic views than YouTube, Google+ and LinkedIn combined. Most images are pinned from a website and therefore have a link back to the page where it was original pinned from, this means each of these pins acts like a button back to the website. The reason for this higher rate of referral traffic is due to the way people pin image. There are five main types of Pinners  Buyer Persona – This is people who express themselves through pictures and images relevant to their lives. This sort of activity is comparable to self-identification with products and focus group insight.  Near Future Buyers – These people use Pinterest as a bookmarking website or an online wish list. They ‘Pin’ to remind themselves of things they want to do, buy or revisit.  Influencers – Comparable to online product recommendations and reviews, these influential users like to share and recommend things they think others will like.  Long-term Buyers – This type of user will be exploring topics and doing their research. They probably know what they want i.e. a bookcase, but they don’t know what type of bookcase. This activity is akin to window shopping, carful adoption and informed decision-making.  Immediate Buyer – This kind of user is actively searching new things to do, buy, look at or read, there activity is similar to product research and targeted online searches i.e. ‘Oak Book Case with 5 Shelves’ rather than ‘bookcase’.37.4 Site Implementation As with in any social media website Fresh Egg recommends adding both passive and active Pinterest buttons to your website. All Pinterest button codes can be found here: http://pinterest.com/about/goodies/ 37.4.1 Passive Button A passive button is one that guides users to your various social media properties. Pinterest gives the choice of four different buttons and provides the HTML for each.© 2012 Fresh Egg Limited – The Science of Social Media 114

© 2012 Fresh Egg Limited – The Science of Social Media 115

37.4.2 Active Button An active button has an action associated to it i.e. Like, Tweet and +1. The Pinterest action is ‘Pin it’ which encourages users to ‘Pin’ an image to one of their boards. Pinterest has 3 variations of the button:  No count (Does not disclose how many times the image has already been pinned)  Vertical (Pin count displayed to the right of the button)  Horizontal (Pin count displayed above the button) The button can be generated using Pinterest code generator. The advanced option is designed for when there is more than one image that can be pinned on a page i.e. in a gallery.© 2012 Fresh Egg Limited – The Science of Social Media 116

37.5 The Pinterest Interface This page is similar to Facebook News Feed, it shows all the pins and repins of the users the account followers as well as detailing any activity i.e. when someone follows you or one of your boards as well as ‘Like’, ‘Repin’ and ‘Comment’ activity. This page also allows users to view pins by category, look at video pins and see what pins are popular (determined by how many times it has been repined or liked) as well as browse pins that have prices in the gift section.37.6 Profile Page The profile page contains all the accounts information, including website, Facebook and Twitter.© 2012 Fresh Egg Limited – The Science of Social Media 117

It also details the last three users repined, follower/following information and all the users pininformation such as boards, pins, likes and recent activity.© 2012 Fresh Egg Limited – The Science of Social Media 118

38. How to Pin? Pinterest is currently in Beta testing, in order to join the site a user must be invited or join a waiting list. Fresh Egg is able to sent invitations to the platform. There are various ways of Pinning an image or video, users can ‘Add a Pin’, ‘Upload a Pin’ or Install a bookmark bar ‘Pin It’ button. 38.1 Add a Pin Adding a Pin is when a user finds an image on a website that they would like to Pin. The benefit of adding a pin this way is that the URL associated with the image provides a link back, which encourages more traffic. This link is kept regardless of how many people Repin the image so that anyone who sees the image can click on it to see where is originated from. For example user would like to ‘Pin’ a Persian recipe so that it is easy to find later on when they would like to make the dish.  Whilst signed in to Pinterest click on the ‘Add +’ button located on the top right of the Pinterest interface.  Select ‘Add a Pin’ from the options in the window. Insert the URL of the page containing the image then press ‘Find Image’.© 2012 Fresh Egg Limited – The Science of Social Media 119

© 2012 Fresh Egg Limited – The Science of Social Media 120

 Fill out the relevant details for the Image. Select relevant board to place the image into. The dropdown also allows you to create a new board.Click through toget correct image.Once everything is filled Share Pin via Twitterout, click ‘Pin It’. and/or Facebook. Tag the image with descriptive words that will make the image searchable to others.38.2 Upload a Pin The difference between ‘Adding a Pin’ and ‘Uploading a Pin’ is that the image you are adding is being uploaded from your computer. For example user would like to ‘Pin’ an image they have taken of their cat to add to the ‘Pets’ category.  Whilst signed in to Pinterest click on the ‘Add +’ button located on the top right of the Pinterest interface.© 2012 Fresh Egg Limited – The Science of Social Media 121

© 2012 Fresh Egg Limited – The Science of Social Media 122

 Select ‘Add a Pin’ from the options in the window. Click choose file and selesct the image you would like to upload. Fill out the relevant details for the Image.© 2012 Fresh Egg Limited – The Science of Social Media 123

Once everything is filled Select relevant board to placeout, click ‘Pin It’. the image into. The dropdown also allows you to create a new board. Tag the image with descriptive Share Pin via Twitter words that will make the image and/or Facebook. searchable to others.38.3 Pin It Bookmark Button Another way to pin is to install the ‘Pin It’ button to your browser bookmark bar so that you can ‘Pin’ with ease while browsing. Details on installing the ‘Pin It’ button for your browser can be found here: http://pinterest.com/about/goodies/.38.4 Repin A ‘Repin’ is similar to a ‘RT’ on Twitter. It means that a user has reposted someone else’s’ Pin on to one of their pin boards. To Repin an image, simply click the ‘Repin’ button, choose the board that you would like to Pin it to and edit the description.© 2012 Fresh Egg Limited – The Science of Social Media 124

38.5 Tagging Tagging an image is very important as it make the image more searchable. Use variations of a term that people might use to search will increase the likelihood that it will be brought up in a search result. For example is someone wanted to look for Formula One images they might type ‘F1’, ‘Formula 1’ or ‘Formula One’.38.6 What to pin Fresh Egg suggests Pining a range of images and video content. The main thing to remember is that users are drawn to images they can relate to, want to buy or visit and that they perceive as being part of their lifestyle. As well as pinning products, pin interesting images from your blog and news sections that will . Fresh Egg would also advise repining other users images that relate to your brand or industry to encourage engagement with users.38.7 When to pin As with other social media platforms Pinterest is more active between 12-2 and in the evenings. Pins are more likely to incur Repins or likes during these periods.38.8 Search Function The search bar is located on the top left of the user interface. The search bar can be used in 3 different ways: 38.8.1 Search Pins This will provide any ‘Pins’ or images that have been described or tagged with the search term. 38.8.2 Search Boards This will provide any boards named using the search term. 38.8.3 Search People This will provide any people whose username contains the search term.38.9 Boards© 2012 Fresh Egg Limited – The Science of Social Media 125

38.9.1 Creating a board  Whilst signed in to Pinterest click on the ‘Add +’ button located on the top right of the Pinterest interface.  Select ‘Create a Board’ from the options in the window.  Name your board i.e. ‘Recipes to Try’, and then choose a Board Category i.e. Food and Drink. There is also an option to choose who else can pin on to this board. Once completed select ‘Create Board’.© 2012 Fresh Egg Limited – The Science of Social Media 126

38.9.2 Catagories Pinterest has 32 categories to help organise images for other users to browse through and Repin. The categories are: Categories Categories Architecture Kids Art My Life Cars & Motorcycles Women’s Apparel Design Men’s Apparel DIY & Crafts Outdoor Education People Film, Music & Books Pets Fitness Photography Food & Drink Print & Posters Gardening Products Geek Science & Nature Hair & Beauty Sports History Technology© 2012 Fresh Egg Limited – The Science of Social Media 127

Holidays Travel & Places Home Décor Wedding & Events Humor Other38.9.3 Each user can have any amount of boards within each category, for example if someone was redecorating their home they could have several boards in the Home Décor category i.e. Bathroom, Kids bedroom, my bedroom and Kitchen. Categorising, editing or deleting a board To edit a board, including category, click on the board that you would like to edit and select the ‘Edit Board’ button. The edit page allows you to:  Edit the title.  Edit or add a description of the board.  Decide who can contribute to the board.  Select or edit the board category.  And delete the board. Once the board has been amended click the ‘save settings’ button.© 2012 Fresh Egg Limited – The Science of Social Media 128

38.9.4 Gifts and Pricing As well as organising Pins into categories, Pinterest also has a ‘Gift’ section which allows users to browse Pins that have been priced.To have a ‘Pin’ in the gift section the price of the Item must be entered on the description box, thiswill then be added to the Pin.© 2012 Fresh Egg Limited – The Science of Social Media 129

© 2012 Fresh Egg Limited – The Science of Social Media 130

39. Engagement 39.1 Following a user Fresh Egg recommends following back any user that follows you or that has pins or boards related to the brand or industry, this means that they are likely to pin more images in that category. Not only does this increase the likelihood of getting repined, but also it provides the opportunity to Repin related images. To follow a user either click on one of their pins and click the follow button. To look at the users pins or boards before following the user click on the username to view their Profile and select ‘Follow All’. 39.2 Following a board Some users may have a mass of boards and pin a lot of images in categories unrelated to your brand, Pinterest allows users to follow individual boards. To select individual boards to follow go to the users profile and select ‘Follow’ on the appropriate boards.40. Copyright Issues 40.1 Legal Issues In recent months there has been a lot of talking about how legal Pinterest is and how it’s users could be held responsible for copyright. Pinterest has recently updated its Terms and Conditions. Originally Pinterests’ Terms of Service stated that by posting content to Pinterest users grant Pinterest the right to sell your content, this has now been changed. However copyright is still an issue on Pinterest and users who frequently infringe the copyrights or other intellectual property rights of others will have their accounts terminated. Although a lot of people have been asking about the legality of Pinterest and pinning images, in essence it is no different from sharing an image or link on Facebook or Twitter. In accordance with the Digital Millennium Copyright Act of 1998 (DMCA) Pinterest will respond promptly to claims of copyright infringement committed using the Pinterest website that are reported to Pinterest’s Designated Copyright Agent. Pinterests detailed Copyright and Trademark policies can be found at https://pinterest.com/about/. 40.2 Pin Blocking If you would prefer that the images on your website were not pinned for any reason then Pinterest has a small piece of code that will need to be inserted in the header of the applicable page. <meta name=”pinterest” content=”nopin”/> If a user tries to pin an image from a site with this code they will receive the message: “This site doesn’t allow pinning to Pinterest. Please contact the owner with any questions. Thanks for visiting.”© 2012 Fresh Egg Limited – The Science of Social Media 131

CONTENTS 2Foreword 31. Introduction 42. Setting up a personal account 4 2.1 Opening an account 5 2.2 Optimising the profile 6 2.3 Adding a cover photo 7 2.4 About section 9 2.5 Settings 9 9 2.5.1 Who can send you notifications 9 2.5.2 Who can comment on your public posts 9 2.5.3 Notification delivery 9 2.5.4 Manage email subscriptions 10 2.5.5 Receive notifications 10 2.5.6 Google +1 10 2.5.7 Google+ pages 10 2.5.8 Google+ games 10 2.5.9 Your circles 10 2.5.10 Photos 2.5.11 Disable Google+ 113. Sharing 11 11 3.1 Status updates and circles 12 3.2 Photos 12 3.3 Links 3.4 Videos 124. Explore 12 12 4.1 What is explore? 12 4.2 Trends 13 4.3 Saved searches 4.4 Ripples 155. Events 15 15 5.1 What are events? 20 5.2 Creating a new event 20 5.3 Party mode 5.4 Past events stream 132© 2012 Fresh Egg Limited – The Science of Social Media

6. Photos 21 6.1 Uploading new photos and creating albums 21 6.2 Sharing settings 21 6.3 Tagging people 21 6.4 Editing 227. Circles 23 7.1 How do they work? 23 7.2 Creating new circles 23 7.3 Organising people 23 7.4 Finding people 23 7.5 Actions 238. Hangouts 24 8.1 What are Hangouts? 24 8.2 Starting a new Hangout 24 8.3 Settings 24 24 8.3.1 Chat 24 8.3.2 Screenshare 24 8.3.3 YouTube 24 8.3.4 Google effects 24 8.3.5 Google drive 25 8.3.6 View more apps 259. Games 25 9.1 Gaming on Google+ 25 9.2 Directory 26 9.3 Notifications 2710. Brand pages 27 10.1 Creating the page 28 10.2 About section 28 10.3 Cover image 28 10.4 Getting more fans 3011. Social search elements 30 11.1 REL=Author 31 11.2 Enhanced listing box 32 11.3 Google+ Direct Connect 32 11.4 REL=Publisher 133© 2012 Fresh Egg Limited – The Science of Social Media

11.5 The +1 button 33 11.6 The Google+ badge 3412. Extras 35 12.1 Google+ syntax 35An introduction to LinkedIn 36Chapter 2 3613. Introduction 3614. Setting up a personal account 36 14.1 Sign up 3715. Optimising a personal account 40 15.1 Adding a profile image 41 15.2 Add a position 42 15.3 Adding schools and colleges 43 15.4 Adding additional information 43 43 15.4.1 Websites 43 15.4.2 Interests 43 15.4.3 Groups and associations 43 15.4.4 Honours and awards 44 15.5 Adding personal information 44 15.5.1 Phone number 44 15.5.2 Address 44 15.5.3 Instant messaging 44 15.5.4 Birthday and marital status 44 15.6 Add social media properties 44 15.7 Adding sections 45 15.8 Add a summary 45 15.9 Changing your contact preferences 45 15.10 Skills and expertise 46 15.11 Custom URL 4616. Account settings 46 16.1 Overview 46 16.2 Privacy controls 46 47 16.2.1 Turn on/off your activity broadcasts 47 16.2.2 Select who can see your activity feed 16.2.3 Select what others see when you’ve viewed their profile 134© 2012 Fresh Egg Limited – The Science of Social Media

16.2.4 Select who can see your connections 47 16.2.5 Change your profile photo and visibility 47 16.2.6 Show/hide ’Viewers of this profile also viewed’ box 47 16.3 Settings 47 16.3.1 Manage your Twitter settings 47 16.4 Email preferences 48 16.5 Groups, companies and applications 49 16.6 Account security 49 16.7 Email changes 49 16.8 Account type 5017. Recommendations 50 17.1 Asking for recommendations on LinkedIn 5118. Navigation of the site 51 18.1 Headline navigation 51 18.2 Search function 5219. Connections and contacts 5220. Prospecting for expert connections 5221. SEO benefits 54 21.1 Complete your profile 54 21.2 Customise your LinkedIn URL 55 21.3 Anchor text 56 21.4 Groups 57 21.5 Advertise your profile 57LinkedIn for businesses 5822. Introduction 5823. Company pages 58 23.1 What is a LinkedIn company page? 58 23.2 How to set up a company page 58 23.3 Optimising company pages 59 23.4 Admins and adding them 59 23.5 Basic company information 60 23.6 Adding brand images and logos 61 61 23.6.1 Cover image 61 23.6.2 Standard logo 61 23.6.3 Square logo 135© 2012 Fresh Egg Limited – The Science of Social Media

23.7 Adding products and services 61 23.8 Company status updates 62 23.9 The follow button 63 23.10 Gaining initial followers 6324. The power of LinkedIn groups 64 24.1 Introduction 64 24.2 Setting up a group 64 24.3 Weekly group message 64 24.4 Driving traffic to your site using a group 64 24.5 Group analytics 65 24.6 Statistical summary 66 24.7 Demographics 66 24.8 Growth 67 24.9 Activity 6725. Networking tips and how to find people 6826. LinkedIn advertising 70 26.1 Overview 70 26.2 Getting started with LinkedIn Ads 70 26.3 Creating the first advert 71 26.4 Targeting and demographics 72 26.5 Payment and bid price 73 26.6 Monitoring success 7327. Events 7428. LinkedIn Answers 75Facebook timeline 7729. Introduction 7730. Timing 7731. Key changes 77 31.1 Page aesthetics 77 31.2 Applications and tabs 78 31.3 Welcome/landing pages 80 31.4 Pinning 80 31.5 Private messages 81 31.6 Important size and image changes 83© 2012 Fresh Egg Limited – The Science of Social Media 136

32. Other features 83 32.1 Admin panel 83 32.2 Publicly available user information 84 32.3 Use Facebook as the brand 8433. Frequently asked questions 86 33.1 Should we upgrade to time line right away? 86 33.2 When should we upgrade? 86 33.3 What do we need to do before upgrading? 86 33.4 How do we get our welcome page back? 87 33.5 How does like-gating work on time line? 87Top 20 Twitter tools 8834. Introduction 8835. Types of tools 88 35.1 Tool categories 8836. Top 20 tools 89 36.1 TweetDeck 89 36.2 HootSuite 90 36.3 SocialBro 91 36.4 Trendsmap 93 36.5 HashTracking 94 36.6 TweetReach 96 36.7 Follower Wonk 97 36.8 Twitterfeed 98 36.9 TweetStats 99 36.10 Listorious 100 36.11 Twitter Counter 100 36.12 Who Unfollowed Me 101 36.13 Topsy 102 36.14 Twylah 104 36.15 Paper.li 105 36.16 Bit.ly 106 36.17 Buffer 106 36.18 WhoTweetedMe 107 36.19 Tweriod 108© 2012 Fresh Egg Limited – The Science of Social Media 137