ucla x469.21 - spring '16 week 5

Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA

Best Practices in Social Media

for the Communications Professional

Meeting 5 (May 3): • Final Project (revisited) • Blogging Platforms & Best Practices• Working with “Citizen Journalists”• Dealing with Empowered Consumers/Negative Comments • Events and the Real-Time Web • Video Sharing & Live Streaming• Guest speaker: Babette Pepaj (@BakeSpace) Founder & CEO, BakeSpace, Inc.

UCLA X469.21 Spring 2016

Social Media Plan Outline: The Template

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 + KPIs +

tools e.g., Google Analytics, FB Insights, etc.)

The Final Project


Social Media Plan Outline: Sample InfoSituation Analysis

- Briefly describe the company/organization/individual- Analyze the social media “situation”

- Platforms used- Reach (followers, likes, etc.) + enagement (comments, RTs, etc.)- Type of content posted- Activity/frequency

- Also, look at SEO/reputation mgmt. – what does a Google search reveal? - Resources allocated/available (e.g., size of team, budget, etc.)- What’s the “culture” with respect to social media (pro/con/neutral)

- Provide the same type of info for your “Competitive Analysis”


Social Media Plan Outline: Sample Info

Goals, Strategies and Tactics

- Goals are clear and related directly to the social media effort- Strategies are your general plan of action for accomplishing

your goals- Tactics are the specific action items and tools for

accomplishing your strategies


Social Media Plan Outline: Sample InfoExample:

- Goal = Support the sales team by increasing brand awareness and positive online buzz

- Strategy = Develop and implement a content marketing campaign (promotional yet informative, entertaining and engaging).

- Tactics = - Create and maintain a topical blog- Develop a blog template and posts that are SEO- Create and maintain a social media editorial calendar- Byline guest posts for submission to other like-minded blogs - Launch and build out YouTube channel with how-to style

videos- Etc.


Social Media Plan Outline: Sample InfoExample:

- Goal = Improve brand perception and generate interest in new products

- Strategy = Enlist influencers to review products and build third-party credibility

- Tactics = - Research and develop list of key influencers (via competitor/influencer

Twitter lists and platform analytics (e.g., FB Insights, Twitter analytics, etc.)

- Attend (and sponsor when appropriate) online and offline influencer events

- Provide product samples for “organic” product reviews and endorsements- Research paid opportunities via influencer networks (budget permitting)- Etc.


Why Blog?

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

- Thought Leadership

- SEO


Blog Platforms

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


A few best practices/initial action items

- Set up – get your own domain- Get a great theme (with responsive design)- Set a regular schedule (editorial calendar) - 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


Working with Bloggers


Blogger Relations1) 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 Disclosure 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)


Dealing with Negativity


Keeping the PeaceIf, 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: @ErikDeutsch

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 5 (May 3):Guest speaker:

Babette Pepaj (@BakeSpace)Founder, BakeSpace.com,

TECHmunch Food Blogger Conference


ucla x469.21 - spring '16 week 5

Education