.

1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Meeting 2 (October 20):
 Traditional vs. Social Media
 Paid, Earned, Shared & Owned
 Can/Should Social Media
Supplant Traditional Websites
 Final Project Template – The
Social Media Plan Outline
 The PR Pro’s “Social Media
ToolKit”
 Guest speaker:
Victoria Green (@ohthattori)
Director of Social/Evolving Media,
Business Wire
UCLA X469.21 Fall 2015

2. UCLA X469.21 Fall 2015

3. • One-way
communication via
Traditional Media
Gatekeepers.
• Content produced by
professional content
creators and consumed
by the public.
• No dialogue or real-time
sharing.
• Huge barriers to entry.
UCLA X469.21 Fall 2015

4. UCLA X469.21 Fall 2015

5. • Content created,
published, consumed
and shared easily
anytime. UGC!
• Everyone. Everything.
Everywhere. All the
Time. In All Directions.
• Bypass Traditional
Media Gatekeepers w/
minimal barriers to
entry.
UCLA X469.21 Fall 2015

6. Traditional media "hits" are just the beginning,
not the end, of the journey...
UCLA X469.21 Fall 2015

7. TRADITIONAL SOCIAL
Broadcast
Expensive Infrastructure
One-Way Consumed
Next Day Water Cooler Discussion
Free or Low Cost Tools Online
Narrowcast (Niche) / Targeted
Two-Way/Multidirectional
(interactive conversation)
Immediate Opportunity to Go Viral
Professional Journalists User Generated/Citizen Journalists
Editorial process/oversight
Editorial is distinct from advertising
Anything goes
Anything goes
UCLA X469.21 Fall 2015

8. Traditional display/banner advertising
Native advertising (promoted Tweets, sponsored FB and blog posts, etc.)
SEM (e.g., AdWords)
Promotions
Media
Bloggers
Influencers
Social Networking Sites, Apps, Forums, etc.
WOM (word-of-mouth)
Website/Blog and syndicated branded content
PAID
EARNED
SHARED
OWNED
UCLA X469.21 Fall 2015
Know and understand the vocabulary – Paid, Earned, Shared & Owned

9. UCLA X469.21 Fall 2015

10. • Easy set up and maintenance
• Quickly upload all types of information
• Inherently viral platform
• People login EVERY DAY!
• 1 BILLION strong (“fish where the fish are”)
UCLA X469.21 Fall 2015

11. • Facebook is always changing
• Ownership -- they control access and can change the rules
• Provides limited SEO benefit
• Doesn’t provide fan contact information
• Not everyone is on Facebook (though fan pages are public)
• Facebook is now a paid platform – Reach<2.5%, click
through rate = 0.14% for “big” pages
UCLA X469.21 Fall 2015

12. 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)
UCLA X469.21 Fall 2015
The Final Project

13. • Ask yourself “why?” – then ask it again
• Tied to core (bottom line) objectives
• Be specific
Vague Goals:
Increase awareness, enhance image, promote
products/services
Specific Goals:
Drive website traffic and attract new customers,
engage with current/prospective customers and
generate sales, expand company’s leads
database
UCLA X469.21 Fall 2015

14. • Tied directly to your Goals.
• Don’t be vague:
• Think beyond “customers/donors”
and “the public at large”
• B2C and/or B2C markets
• Demographic – Geographic –
Psychographic - Behavioristic
• Basic Demographics include age,
gender, income, profession,
education, family size, homeowner,
marital status, etc.
UCLA X469.21 Fall 2015

15. 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)
UCLA X469.21 Fall 2015

16. Strategy = General Plan of Action
e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy
e.g., Gather intelligence, destroy enemy communications,
ground invasion, etc.
Or put another way...
A strategy is an idea or conceptualization of how a goal will
be achieved.
A tactic is an action to execute the strategy
UCLA X469.21 Spring 2015

17. Goal: Turn the tide and increase sales of baking soda
Strategy: Introduce new uses for baking soda
Tactics: Advertising, retail promotions, new product
launch PR, publicity stunts, contests, etc.
Quiz... Is "build a Facebook page" a strategy or a tactic?
Arm & Hammer Baking Soda (circa 1970s)

18. Instructor:
Erik Deutsch
(@ErikDeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 2 (October 20):
Guest speaker:
Victoria Green (@ohthattori)
Media Relations Specialist
Business Wire
UCLA X469.21 Spring 2015