Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Spring 2012

Meeting 4 (April 24): •SEO for the PR pro•Online reputation management•Content syndication and newsfeeds•The “social media news release” and online newsroom•Make yourself easy to find (inbound links and referrer sites)•Guest speaker: Ryan Born (@bornryan) CEO, AudioMicro & ImageCollect

1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. Measurement

UCLA X425 Spring 2012

The Final Project

• Foursquare, Gowalla, Facebook Places• Induce consumers to "check in" and share their

location

How?• Special offers• Discounts/coupons• Recognition• Status

UCLA X425 Spring 2012

• "Quick Response" akin to a bar code

• Make accessing information on-the-go from a web page or other online content extremely fast and easy

• Use by "scanning" the code via smart phone equipped with a QR code reader app

• Easy and free to generate (e.g., Bit.ly)

• Uses: product packaging, print ads, business cards, real estate, ETC...

UCLA X425 Spring 2012

Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings.

UCLA X425 Spring 2012

UCLA X425 Spring 2012

1) Relevance (based on your content) 2) Authority (based on your inbound links)

SEM - Search Engine Marketing •Purchasing links

•Akin (in PR speak) to "Earned" vs. "Paid" media

UCLA X425 Spring 2012

UCLA X425 Spring 2012

The results that come up when you perform a Google search

UCLA X425 Spring 2012

And remember... all content and links are not created equal.

"The solution to pollution is dilution."

UCLA X425 Spring 2012

UCLA X425 Spring 2012

1. Use relevant keywords (and position them prominently)

1. Search-friendly headline

1. Embedded links

Instructor: Erik Deutsch (@erikdeutsch)

Twitter hashtag: #UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Fall 2011

Meeting 4 (April 24):Guest speaker:

Ryan Born (@bornryan) CEO, AudioMicro, ImageCollect and AdRev