1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Meeting 2 (September 28):
• Understanding PESO (paid,
earned, shared & owned media)
• Content Marketing
• Intro to the Final Project
• Working with Bloggers and
Influencers
Guest speaker:
Matt Meeks
Co-founder & CEO,
Catholic Ventures, LLC
UCLA X469.21 Fall 2021
3. Traditional Advertising (Banners)
Native Advertising (Sponsored/Promoted Posts and Stories)
SEM (e.g., AdWords)
Promotions, Contests, etc.
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
You own the content AND the platform
PAID
EARNED
SHARED
OWNED
Know and understand the vocabulary – Paid, Earned, Shared & Owned
UCLA X469.21 Fall 2021
4. Create your branded content with owned media
Use shared media to distribute it
Use paid media to amplify it
Use earned media to gain 3rd-party credibility
Most people would rather learn about a brand through
content than ads.
UCLA X469.21 Fall 2021
7. • Easy set up and maintenance
• Quickly upload all types of content
• Inherently viral platform
• People login EVERY DAY!
• Facebook is 1 BILLION-plus strong (“fish where
the fish are”)
UCLA X469.21 Fall 2021
8. • 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 Fall 2021
10. • Everyone (individual, brand,
organization) is now a content publisher.
• Shared and owned media.
• Distributed directly to target audiences –
no implied third-party endorsement
from coverage in traditional 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.
aka “Content Marketing,” “Brand Journalism,” “Native Advertising”
UCLA X469.21 Fall 2021
14. 1. Marketing-focused (promotional with
call to action)
2. Useful ideas and insights (provide
utility – educational/informational)
3. Entertaining
4. Engaging (ask/answer questions;
become part of the discussion) to
build relationships
UCLA X469.21 Fall 2021
15. • Assess content assets (perform a
“content audit”) and build inventory
• Create original content (data, interviews,
event coverage, presentations, white
papers, lists, photos, videos,
infographics, case studies, how-to/
instructional, etc.)
• Repackage/repurpose/recycle
• Create and Curate
• Partner with others, invite
guest posts
• Develop and maintain a social media
editorial/content calendar
UCLA X469.21 Fall 2021
16. • 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)
Plan a mix of text, images, videos and other multimedia content
UCLA X469.21 Fall 2021
17. Content may be King, but distribution is Queen…
Platforms to go beyond “organic” distribution/reach:
• Sponsored/Promoted Posts (Facebook/Instagram, Twitter,
LinkedIn, etc.)
• “You may also like” News Stories via Outbrain, Taboola, Disqus,
etc.
• Based on Cost-per-Click (CPC) model
• Other “Native Advertising” Platforms (e.g., sponsored recipes)
UCLA X469.21 Fall 2021
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 Fall 2021
19. • Who knows?
• It depends (audience, objectives,
platforms)
• Adjust based on experience/analytics
- Facebook: 3-10 times per week
- Twitter: 5-plus times a day
- LinkedIn: 2-5 times per week
- Pinterest: 5-10 times per day
UCLA X469.21 Fall 2021
20. • Tour of your facility/venue
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
• Livestream (FB Live, YouTube Live/
Hangouts, Ustream, Twitch)
UCLA X469.21 Fall 2021
21. Staggering increase in mobile users!
Make content optimized for viewing and easy to share
across mobile devices.
Be mindful of short attention spans.
UCLA X469.21 Fall 2021
22. 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
UCLA X469.21 Fall 2021
23. Instructor:
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 2 (September 28):
Guest speaker:
Matt Meeks
Co-founder & CEO
Catholic Ventures, LLC
UCLA X469.21 Fall 2021
