1. Best Practices in Social Media Meeting 2 (April 10):
for the Communications
Professional Key Platforms
Nothing is “Off-the-Record”
Can Social Media Replace Traditional
Instructor:
Websites?
Erik Deutsch (@erikdeutsch)
Overcoming Fear
#UCLAx425
ROI
The PR Pro’s “Social Media ToolKit”
Do You Need a Social Media Policy?
Guest speaker:
Serena Ehrlich (@serena)
Director of Marketing, Mogreet
UCLA X425 Spring 2012

2. Social Media is:
• Easy to post
• Easy to share
• Easy to find
• Hard to remove
UCLA X425 Spring 2012

3. 1. Personal Profiles
2. Groups
3. Fan/Brand Pages
Also, the omnipresent “Like” button,
apps (e.g., Farmville), online
contests/giveaways, widgets, etc.
UCLA X425 Spring 2012

4. Facebook “Customers”
vs. Facebook “Users”
Advertisers are Facebook’s
customers
Users are “the product”
UCLA X425 Spring 2012

5. UCLA X425 Spring 2012

6. • Easy set up and maintenance
• Quickly upload all types of information
• Inherently viral platform
• People login EVERY DAY!
• 850 million strong (“fish where the fish are”)
UCLA X425 Spring 2012

7. • Facebook is always changing
• Ownership -- Facebook controls access and can
change the rules
• Provides limited SEO benefit
• Facebook doesn’t provide fan contact information
• Not everyone is on Facebook (though fan pages
are public)
UCLA X425 Spring 2012

8. • Timeline
• Newsfeed “improvements” (“pinned” or “highlighted” posts)
• Edgerank algorythm (affinity, weight and recency)
• Subscribe to brand pages
• Premium offers/ “sponsored” stories (brings advertising to the
newsfeed)
UCLA X425 Spring 2012

9. • Quality over quantity.
• Shorter posts generate more engagement.
• Ask questions/ignite a dialogue.
• Use photos and videos.
• Get creative.
UCLA X425 Spring 2012

10. 1. General status updates (share info / links)
2. The Retweet (RT)
3. The @Mention
4. The @Reply
5. Direct Messages (DM)
6. Hashtag tweet (#)
7. Multimedia Tweet (using 3rd-party apps
e.g., twitpic, twitvid, etc.)
UCLA X425 Spring 2012

11. Tweet Structure
Dissecting the semantics of a tweet gives us some
blueprint for a best practice, but keep in mind
this isn't a one-size-fits-all deal. Keep it real
and get in your own groove. This is the order
for a best practice:
Headline or phrase
Link
Hashtag - using hashtags that large influencers use
will get you noticed by people in those niche
circles
UCLA X425 Spring 2012

12. • YouTube – Video Sharing
• Flickr – Photo Sharing
• Pinterest – Scrapbooking
• LinkedIn – Professional Networking
• Foursquare – Geolocation
• Google+ - Facebook Competitor
UCLA X425 Spring 2012

13. FEAR!!!
What are companies afraid of:
• Social media hurts employee productivity
• Our customers don't use social media
• People can say mean things about us
UCLA X425 Spring 2012

14. • Generate awareness • Increase influence
• Increase engagement • Motivate action
(purchases, leads, etc.)
UCLA X425 Spring 2012

15. • Awareness - Website visitors, page views,
fans/followers, etc.
• Engagement - Comments (blog, Facebook),
retweets, time spent on the website, etc.
• Influence - Third-party mentions, inbound links, etc.
• Action - Conversions, sign-ups, downloads,
purchases, etc.
UCLA X425 Spring 2012

16. Best Practices in Social Media
Meeting 2 (April 10):
for the Communications
Professional Guest speaker:
Instructor:
Erik Deutsch (@ErikDeutsch)
Twitter hashtag: Serena Ehrlich (@Serena)
#UCLAx425 Director of Marketing, Mogreet
UCLA X425 Spring 2012