UCLA X425 FALL '13 - WEEK 4


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UCLA X425 FALL '13 - WEEK 4

  1. 1. Best Practices in Social Media for the Communications Professional Instructor: Erik Deutsch (@ErikDeutsch) #UCLAx425 UCLA X425 Meeting 4 (October 29): •SEO for the PR pro •Online reputation management •Content syndication and newsfeeds •The “social media news release” and online newsroom •Make yourself easy to find (inbound links and referrer sites) •Guest speaker: Tony Adam (@TonyAdam) Founder & CEO, Eventup Fall 2013
  2. 2. The Final Project 1. 2. 3. 4. 5. 6. 7. UCLA X425 Situation Analysis Goals Target Audiences Competitive Analysis Strategies Tactics Measurement Fall 2013
  3. 3. • Foursquare, Gowalla, Facebook Places, Yelp • Induce consumers to "check in" and share their location How? • • • • Special offers Discounts/coupons Recognition Status UCLA X425 Fall 2013
  4. 4. • "Quick Response" akin to a bar code • Make accessing information easy on-the-go from a web page or other online content • Use by "scanning" the code via smart phone equipped with a QR code reader app • Easy and free to generate (can also customize) • Good Uses: product packaging, print ads, business cards, storefront displays, restaurant menus, real estate, etc. Landing page should be optimized for mobile! • Bad Uses: Moving vehicles, distant billboards, subways/airplanes (places with no cell/data signal) UCLA X425 Fall 2013
  5. 5. Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. UCLA X425 Fall 2013
  6. 6. 1) Relevance (based on your content – page titles, keywords, tags, etc.) 2) Authority (based on your inbound links – note .edu and .gov vs. the rest – the NY Times trumps a small time blogger) UCLA X425 Fall 2013
  7. 7. SEM - Search Engine Marketing •Purchasing links •Akin (in PR speak) to "Earned" vs. "Paid" media UCLA X425 Fall 2013
  8. 8. The results that come up when you perform a Google search UCLA X425 Fall 2013
  9. 9. "The solution to pollution is dilution." And remember... all content and links are not created equal. UCLA X425 Fall 2013
  10. 10. "The solution to pollution is dilution." Develop multiple content assets to help push down negative links (as well as negative, autosuggested searches). Tactics: YouTube videos, topic-specific landing pages (with embedded YouTube videos), press releases through online wire services, blog entries and social media profiles. UCLA X425 Fall 2013
  11. 11. UCLA X425 Fall 2013
  12. 12. 1. 2. 3. Use relevant keywords (and position them prominently) Use “anchor text” (embedded) links Short, SEO and Tweetfriendly headlines (Google displays roughly first 65 characters in search results) UCLA X425 Fall 2013
  13. 13. Best Practices in Social Media for the Communications Professional Meeting 4 (October 29): Guest speaker: Instructor: Erik Deutsch (@ErikDeutsch) Twitter hashtag: #UCLAx425 UCLA X425 Tony Adam (@TonyAdam) Founder & CEO, Eventup Fall 2013