1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Meeting 4 (May 5):
Objections to Social Media
ROI & KPIs (revisited)
Brands as Publishers
Types of Social Media Content
Creating Content (“Feeding
the Beast”)
Video Sharing & Live Streaming
Contests Promotions
Final Project Template
Guest speaker:
Babette Pepaj (@BakeSpace)
Founder, BakeSpace.com,
TECHmunch Food Blogger
Conference
UCLA X469.21 Spring 2015
2. FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
3. People can say mean things about us
UCLA X469.21 Spring 2015
3. • Generate awareness
• Increase engagement
• Increase influence
• Motivate action
(purchases, leads, etc.)
Tie to Core Objectes!!!!!!!!!!!!
UCLA X469.21 Spring 2015
4. • Awareness - Website visitors, page views,
fans/followers, etc. (tangible metrics)
• Engagement - Comments (blog, Facebook),
retweets, time spent on the website, etc.
• Influence - Third-party mentions, inbound links, etc.
• Action - Conversions, sign-ups, downloads,
UCLA X469.21 Spring 2015
5. 1. Marketing-focused (promotional)
1. Useful (provides utility –
educational/informational)
2. Entertaining
3. Engaging (ask/answer questions;
become part of the discussion)
UCLA X469.21 Spring 2015
6. • Everyone is now in the content creation
business
• “Owned” and “Shared” media.
• Distributed directly to target audiences –
no implied third-party endorsement via
coverage in traditional news media.
• Sponsored posts, blogs, infographics,
videos, podcasts, ebooks, mobile apps,
etc.
Content Marketing - Brand Journalism - Native Advertising
UCLA X469.21 Spring 2015
8. • Assess content assets – build inventory
• Original content (data, interviews,
event coverage, presentations, white
papers, lists, infographics, timely topics,
how-to/instructional, etc.)
• Repackage/repurpose/recycle
• Curate
• Co-create – partner with others, invite
guest posts
• Develop and maintain a social media
editorial
calendar (remember “rule of thirds”)
UCLA X469.21 Spring 2015
9. • Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
• And of course, Apologies
UCLA X469.21 Spring 2015
10. • Traditional Video Sharing Sites
e.g., YouTube, Vimeo, Viddy
• Social Video Apps
e.g., Vine, Instagram
• Live Streaming Video Sites
e.g., Ustream, Vokle, Google+ Hangouts
• Social Live Streaming Apps
e.g., Meerkat, Periscope
(Twitter integration – automatically tweet
link when stream is launched)
• Don't forget embed codes (to insert video on any web page)
UCLA X469.21 Spring 2015
11. Start with “POST,” then decide:
• Platform
• Entry Mechanism
(sweepstakes, like/follow, share, create, etc.)
• Title
• Schedule
• Prizes/Winner Selection
• Official Rules/Enforcement
• Management System
• Promotion
UCLA X469.21 Spring 2015
