ucla x469.21 - fall '15 week 3

Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 4 (November 3): • Finding/expressing your voice• Blog Platforms• Working with bloggers/citizen journalists• Dealing with empowered consumers, negative comments and the real- time web • Using social media for “old school”

media relations• Guest speaker: Beth Mansfield (@BethMansfield) Principal, Mansfield Comm;

Former Director of PR, CKE Restaurants

UCLA X469.21 Fall 2015

1. Situation Analysis (a few paragraphs – no boilerplate) 2. Goals (bullet points – well defined) 3. Target Audiences (bullet points – demo/psycho)4. Competitive Analysis (a few paragraphs)5. Strategies (bullets) 6. Tactics (bullets) 7. Measurement (starting point + benchmarks)


The Final Project

Strategy: A plan of action designed to achieve a goal or solve a problem (derived from the Greek word for leading an army).

Tactic: The means by which a strategy is carried out – i.e., the specific action items (derived from the Greek word for arranging or ordering)


1.Personal Profiles2.Groups3.Brand Pages


Facebook “Customers” vs. “Users”- Advertisers are the “Customers”- Users are the “Product”

FB is a consumer data collection engine and ad serving platform


• Newsfeed “improvements” (sponsored posts) • Edgerank algorythm (affinity, weight and

recency) • Facebook insights (publisher analytics)

User experience vs. monetization... again, users are the product, advertisers are the customer.FB is no longer an organic social media platform for brands – it’s an ad platform.

UCLA X469.21 Spring 2015

Pepperdine COM 692 Fall 2015

• Quality over quantity. • Shorter posts (to generate more

engagement).• Provide a link (and hashtag) • Ask questions (to ignite a dialogue). • Use photos, links and videos (for higher

edgegrank). • Get creative.

UCLA X469.21 Spring 2015

1. General Status Update2. The Retweet (RT and MT)3. The @Mention4. The @Reply 5. Direct Messages (DM) 6. Hashtag Tweet (#)


Tweet Structure

Dissecting the semantics of a tweet gives us a sense of best practice, but keep in mind this isn't a one-size-fits-all deal. Keep it real and get in your own groove.

Start with: - Headline or phrase - Link - Hashtag


• Tweets with image and video links have 5 times the engagement rate

• More than 20 million fake Twitter users, and 44 percent of users have never sent a single tweet

• The cost of a 24 hour promoted trend costs about $200K

• Katy Perry is the queen of Twitter with nearly 70 million followers

• Ellen’s photo of celebs at last year’s Oscars generated an incredible 3.4 million retweets within hours


• Follow others (reciprocity)

• Complete your profile and look “legit” (photo, keyword and links)

• Engage!

• Leverage what’s trending (#hashtags/keywords)

• Post when/where your target followers hang out

• Attend events (online/offline; e.g., Twitter chats)

• Mention other users in your posts (“ego bait”)

• Promote everywhere (email sig, website, marketing collateral, etc.)

• Buy them... literally (but don’t)


• Reach/Impressions – # of individuals who saw your content

• Clickthrus – # of times someone used a link you posted

• Unique Visitors –# of distinct individuals visiting your website

• Page Views – # of times a user visited a particular page on your website

• Time on Page/Site – length of time spent on your page or website

• Bounce Rate – % of visitors who leave your site after viewing just one page

• Comments – # of responses submitted regarding your content

• Downloads – # of times your content was downloaded

• Conversions – # of times a user responded to your call to action.


• YouTube & Vine - Video Sharing • Instagram (know hashatags, no

links) • Pinterest – Scrapbooking • LinkedIn – Professional

Networking • Snapchat – Messaging • Foursquare – Geolocation • Google+ - Facebook Competitor

(“Hangouts”) • Blab and Periscope


- Establish a “home base” for your content marketing efforts

- Thought Leadership

- SEO


1. Full-Scale: Wordpress, Blogger, Typepad

2. Hybrid or "Lifestream": Tumblr, Posterous

3. Micro: Twitter


Full Platforms:Wordpress, Blogger & TypePad

- Lots of free and paid templates - Customization- Hosted or unhosted - Widgets and plugins

Hybrid or "Lifestream" Platforms Tumblr & Posterours

- Simple, quick and easy- Limited capabilities and customization

Micro PlatformsTwitter


- Set up – get your own domain- Blog regularly - Get a great theme (with responsive design)- Promote posts on your shared media accounts- Invite guest posts (from influencers) - Make it easy to share - Encourage email subscribers (the new RSS) - Easy content – how to stories, listicles - Focus and specialize


1) Don't "carpet bomb" or “spray and pray” 2) Be social

3) Provide "social" content

4) Make it "profitable" for the bloggerPR = Page Rank

5) Employ FTC Guidelines

5) Be prepared to pay up! Blogger networks e.g., BlogHer, Clever Girls, etc.

Understand "Paid" vs. "Earned" Media... ... as well as “Shared” and “Owned” (PESO)


If, When and How to Respond to Negativity… and Ways to Avoid it In the First Place

•Do the right thing

•Offer a “pressure valve” for negative feedback

•Institute a “comments policy”

•Be accessible – turn problems into solutions

•Have your defenders already place (before you need them)

•Assess each detractor’s influence and legitimacy before

deciding if/how to respond


Instructor: Erik Deutsch (@ErikDeutsch)

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 4 (November 3):Guest speaker:

Beth Mansfield (@BethMansfield)Principal, Mansfield Communications; Fmr. Director of PR, CKE Restaurants


ucla x469.21 - fall '15 week 3

Education