1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Meeting 2 (May 1):
• Understanding “paid,” “earned,”
“owned” and “shared” media
• Finding your voice
• Content marketing and "feeding
the beast"
• Video and visual storytelling
• Online promotions and real-time
marketing
• Guest speakers:
Babette Pepaj (@BakeSpace),
BakeSpace & TECHmunch
Matt Meeks (@MattMeeks),
Archdiocese of Los Angeles
UCLA X469.21 Spring 2017
4. TRADITIONAL SOCIAL
Broadcast
Expensive Infrastructure
One-Way (Publisher to Consumer)
Letter to the Editor/Public Access TV -
C’mon!
Next-day water cooler discussion
No barriers - Free tools online
Narrowcast (Niche) / Targeted
Two-Way/Multidirectional
(interactive dialogue)
Immediate opportunity to share/go viral
Professional journalists (gatekeepers) User Generated Content (UGC)
Editorial process/oversight
Editorial is distinct from advertising
Anything goes
Anything goes
UCLA X469.21 Spring 2017
5. Traditional Display/Banner Advertising
Native Advertising (sponsored/promoted posts.)
SEM (e.g., AdWords)
Promotions
Traditional PR (news coverage)
Blogs (but shifting from Earned to Paid)
Influencers (but shifting from Earned to Paid)
Social Networking Feeds, Forums, Groups, etc.
WOM (word-of-mouth)
Your Website/Blog and Branded Content
PAID
EARNED
SHARED
OWNED
Know and understand the vocabulary – Paid, Earned, Shared & Owned
UCLA X469.21 Spring 2017
8. • Easy set up and maintenance
• Quickly upload all types of information
• Inherently viral platform
• People login EVERY DAY!
• Facebook is 1 BILLION-plus strong (“fish where
the fish are”)
UCLA X469.21 Spring 2017
9. • 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 Spring 2017
11. The goal is to form an emotional connection.
• Treat followers like friends.
• Talk like a real person -- avoid corporate jargon.
• Highlight and share content from followers (find posts that demonstrate
your product or service in use). Celebrate fans and their accomplishments.
• Listen, respond and have conversations.
• Let loose once in a while (and have some fun… as appropriate).
UCLA X469.21 Spring 2017
12. • Everyone (individual, brand,
organization) is now in the content
creation business.
• Shared and owned 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.
• It’s time to become adept at content
creation – text, images, video, audio, etc.
Content Marketing - Brand Journalism - Native Advertising
UCLA X469.21 Spring 2017
15. 1. Marketing-focused (promotional)
2. Useful (provides utility –
educational/informational)
3. Entertaining
4. Engaging (ask/answer questions;
become part of the discussion)
UCLA X469.21 Spring 2017
16. • Assess content assets (perform a
“content audit”) and build inventory
• Create original content (data, interviews,
event coverage, presentations, white
papers, lists, infographics, timely topics,
how-to/instructional, etc.)
• Repackage/repurpose/recycle
• Curate
• Partner with others, invite
guest posts
• Develop and maintain a social media
editorial/content calendar
UCLA X469.21 Spring 2017
17. • Tradeshow/conference appearances
• Seasonal topics/relevant "holidays” (e.g., “national
cupcake day”)
• Company milestones, product launches
• Promotions, contests, special offers
• “Evergreen” content (e.g., tips, how-to lists)
A mix of text, images, videos and other multimedia content
UCLA X469.21 Spring 2017
18. Aligning and injecting your brand into the day's news (event,
issue, trend, etc.) to tap existing buzz.
• Long-held PR
strategy (leverage
what’s timely and
relevant)
• Requires a new
“twist” on an
existing story
UCLA X469.21 Spring 2017
19. • Who knows?
• It depends (audience, objectives, platforms)
• Adjust based on experience/analytics
- Facebook: 3-10 times per week
- Twitter: at least 5 times a day
- LinkedIn: 2-5 times per week
- Pinterest: 5-10 times per day
UCLA X469.21 Spring 2017
20. • Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
• Try a live “Hangout”
UCLA X469.21 Spring 2017
21. Staggering increase in mobile users!
Make content easy to view and share across
mobile platforms.
Be mindful of short attention spans.
UCLA X469.21 Spring 2017
22. #SocMedUCLA Instructor: @ErikDeutsch
Babette Pepaj (@BakeSpace)
Founder/CEO
BakeSpace.com & TECHmunch Conference
UCLA X469.21 Spring 2017
Meeting 2 (May 1): Guest speakers:
Matt Meeks (@MattMeeks)
Chief Digital Officer
Archdiocese of Los Angeles
