Framing an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdf
UCLA X469.21 FALL '17 - WEEK 3
1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 3 (October 30):
• Final Project Overview – Social
Media Plan Outline
• Social Media Platform Convergence
• Facebook, Instagram & Twitter Basics
Guest speaker:
Serena Ehrlich(@Serena)
Director, Social & Evolving Media
Business Wire
UCLA X469.21 Fall 2017
2. 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
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3. • Ask yourself “why?” – then ask again
• Tied to core (bottom line) objectives
(expanding social media presence is not an underlying goal)
• Be specific
Vague Goals: Increase awareness, enhance image,
promote products/services
Specific Goals: Drive website traffic, engage with
existing/new customers and generate sales,
expand company’s leads database, position
company leaders as experts in their field
UCLA X469.21 Fall 2017
4. • Be specific:
• Think beyond “customers/donors”
and “the public at large”
• B2B and/or B2C
• Demographic, geographic,
psychographic, behavioristic, etc.
• Basic demographics include age,
gender, income, profession,
education, family size, homeowner,
marital status, etc.
UCLA X469.21 Fall 2017
5. Strategy:
Plan of action for achieving a goal or solving a problem
(derived from the Greek word for leading an army).
Tactic:
Means by which a strategy is carried out – specific action
items (derived from the Greek word for arranging or ordering)
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6. Strategy = General Plan of Action (what you’re going to do)
e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy (how you’re
going to do it)
e.g., Gather intelligence, destroy enemy communications,
ground invasion, etc.
Put another way…
Strategies – the high-altitude view
Tactics – on-the-ground view
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7. Goal: Turn the tide and increase sales of baking soda
Strategy: Introduce new uses for baking soda
Marketing 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)
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8. Platforms are copying features that
attract and engage users (goal to deliver
more ads).
• Disappearing photos/videos/
messages
• Visual filters/”lenses”
• Story (“Stories”) format
• Hashtags
e.g., Facebook/Instagram copying from
Snapchat
Therefore, marketers should platforms
based on audience, not features or
format
UCLA X469.21 Fall 2017
10. 1. Personal Profiles
2. Groups
3. Brand Pages
- Local Business or Venue
- Company or Organization
- Brand or Product
- Artist or Public Figure
- Cause or Community
Also – FB Messenger Bots are
used increasingly for customer
service and one-on-one
engagement
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11. Facebook “Customers” vs. “Users”
- Advertisers are the “Customers”
- Users are the “Product”
FB is a consumer data collection engine
and ad serving platform
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12. • Organic vs. paid (sponsored posts)
• Edgerank algorythm (affinity, weight and
recency)
• Insights (native analytics)
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13. UCLA X469.21 Fall 2017
Classic “bait & switch” – FB sold brands on investing in fans/likes, then
changed the algorithm to severely limit organic access those fans/likes
14. Just Announced – “Split Feeds”
Facebook is testing changes
to split its news feed
into a primary feed for
friend-and-family content
and a secondary feed for
brand and media pages.
Promoted posts would
remain in the primary feed.
UCLA X469.21 Fall 2017
15. • Quality over quantity.
• Shorter posts (to generate more engagement).
• Provide a link (and hashtag).
• Ask questions (to ignite a dialogue).
• Use photos, links and “native” video for higher
edgegrank.
• Go live! FB Live video streaming
• Pay to expand reach
UCLA X469.21 Fall 2017
16. 1.General Status Update
2.The Retweet (RT and MT)
3.The @Mention
4.The @Reply
5.Direct Messages (DM)
6.Hashtag Tweet (#)
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17. Tweet Structure
- Headline or phrase
- Link
- Hashtag
It’s a micro blog post – tell a
story (in just 140 characters)
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18. • Tweets with image and video links have 5 times the
engagement rate
• Tens of millions of fake Twitter users – plus 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 more than 98
million followers
• Ellen’s photo of celebs at the Oscars generated 3.4
million retweets within hours – recently surpassed by a
kid trying to get free chicken nuggets.
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19. Owned by Facebook (acquired with
valuation higher than the NY Times)
More for improving brand visibility and
building community than driving
website traffic
Photos, “Stories” and Videos (60
second clips + live streaming)
Native analytics provide detailed
follower data (demographics, usage
info, etc.)
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20. • Get Discovered:
o #HASHTAGS to classify images and aid discovery
o Insert most of your hashtags into comments
(keep photo captions clean)
o Tag people and use geolocation
o Review “Search & Explore” page for what’s
trending
o Follow, like/comment and engage!
• Overcoming no live links in captions:
o URL in profile bio
o Watermark images to stamp URL on photos
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21. • Follow others (reciprocity)
• Complete your profile and look “legit” (photo, keywords 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 and tag other users in your posts (“ego bait”)
• Promote everywhere (email sig, website, marketing collateral, etc.)
• Buy them... literally (but don’t)
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22. • YouTube - Video Sharing
• Pinterest – Scrapbooking
• LinkedIn – Pro Networking
• Snapchat – Messaging
• Swarm – Geolocation
• Periscope – Video Streaming
*Note: List subject to change every five
minutes.
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