UCLA X469.21 FALL '21 - WEEK 5

Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 5 (October 19):
• Final Project (more info)
• Nothing is “Off-the-Record”
• SEO for the PR pro
• Online reputation management
• Guest speaker:
TBD
UCLA X469.21 Fall 2021

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

Strategy:
Plan of action for achieving a goal or solving a problem
(derived from the Greek word for leading an army).
Tactic:
Means by which a strategy is carried out – specific action
items (derived from the Greek word for arranging or ordering)

Strategies (the “big picture”)
• Create a content marketing program to generate
positive word-of-mouth (think about PESO)
• Enlist influencers and bloggers to build third-party
credibility for our brand/product
• Use SEO to build brand awareness. improve online
reputation and drive website traffic
Tactics (action items)
• Perform social media asset audit
• Build/maintain social media content calendar
• Create profiles and develop content for various social
media platforms (FB, Instagram, Twitter, etc. --
consider organic and paid reach opportunities)
• Contests, giveaways and promotions
• Video (live streaming shows, expert Q&A, facility
tour, customer testimonial, etc.)

Example:
- Goal = Support the sales team by increasing brand awareness
- Strategy = Develop and implement a content marketing
campaign that generates positive word-of-mouth
- Tactics =
- Create and maintain a social media editorial calendar
- Create and maintain a blog
- Implement SEO on owned media sites
- Write guest posts for submission to other relevant blogs
- Launch/build out YouTube channel with informative how-to
videos that highlight how our product works
- Etc.

Example:
- Goal = Position our company/product/organization/event, etc.as
cutting-edge and trendy
- Strategy = Enlist influencers to build third-party credibility (e.g.,
review products/attend event)
- Tactics =
- Research and develop list of key influencers (via
competitor/influencer Twitter lists and platform analytics
(e.g., FB Insights, Twitter analytics, etc.)
- Attend (perhaps sponsor when appropriate) online and offline
events to meet/engage relevant influencers
- Provide product samples for product reviews and
endorsements
- Research paid opportunities to work with influencers (as part
of PESO), etc.

Example:
- Goal = Improve and extend our online reputation
- Strategy = Dilute negative search results with SEO content for
owned and shared media channels
- Tactics =
- Perform keyword analysis and establish top keywords
- Request that publisher(s) of negative search results remove
offending content
- Research and pursue (if appropriate) copyright
enforcement, including DMCA takedown requests
- Set-up and optimize owned media channels (website, blog,
etc.) for positive search results (keyword density, headings,
meta/alt tags, etc.)
- Set-up and optimize social media profiles (Twitter, LinkedIn,
YouTube, SlideShare, etc.) for positive search results
- Cultivate inbound links from sites with high authority

Social Media is:
• Easy to post
• Easy to share
• Easy to find
• Hard (if not impossible) to delete

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 X469.21 Spring 2021

1) Relevance: How relevant is the content on your
page to the search term(s)?
2) Authority: Based on the company you keep -- which
sites link to your site, and who shares your links on
social media.

• Visible (on-page) and non-visible (source code) content
• Meta Tags - Optimize Title and Description tags
• Alt Tags - Alternative text attached to images (to provide
crawlable text in the source code)
• Headings - Titles and subtitles (e.g. H1 and H2 tags) help
break blocks of content into smaller, clearly labeled sections.
• Body Text - Focus on 2 or 3 keywords per page and write for
users, not search engines (avoid “keyword stuffing”)

• External Inbound Links: Value depends on credibility and
popularity of sites that link to your site. Note .edu and .gov are
best, and the NY Times beats a small-time blogger (links from
spammy sites can actually reduce authority).
• “Anchor” Text: The visible, clickable text in a hyperlink should
be keyword-focused.
• Link Relevancy: How relevant is the content on the linking
page and the target page?
• Popularity & Trustworthiness: What’s the “Page Rank” of the
linking page?
• Question: What’s the highest ranked .edu?

SEM - Search Engine Marketing
• Purchasing links
• Akin (in PR speak) to "Earned" vs. "Paid" media
• It’s all part of “Digital” (Social + SEO + SEM)

The results that come up when you
perform a Google search

And remember...
all content and links are not created equal.
"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 via online newswire services, blog entries and
social media profiles.
"The solution to pollution is dilution."

- Establish a “home base” for content
marketing efforts
- Thought Leadership
- SEO

1. Full-Scale: WordPress, Blogger, Typepad
2. Hybrid or "Lifestream": Tumblr, Posterous
3. Micro: Twitter

Full Platforms:
WordPress, Blogger & TypePad
- Lots of free and paid
templates
- Customization
- Hosted or unhosted
- Widgets and plugins
Hybrid or "Lifestream" Platforms
Tumblr & Posterours
- Simple, quick and easy
- Limited capabilities and
customization
Micro Platforms
Twitter

- Set up – get your own domain
- Get a great theme (with responsive design)
- Set a regular schedule (via your editorial calendar)
- Promote posts across your social media accounts
- Invite guest posts (from influencers)
- Make content easy to share
- Encourage email subscribers via “sign-up” option
- Easy content – how-to stories, listicles, etc.
- Focus and specialize

• Swarm/Foursquare, Gowalla, Facebook
Places, Yelp
• Induce consumers to "check in" and share
their location
How?
• Special offers
• Discounts/coupons
• Recognition
• Status

• "Quick Response" akin to a bar code
• Make it easy on-the-go to access a web page or
other online content
• Use by "scanning" the code via mobile device
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 signage, etc. Landing page should be
optimized for mobile!
• Bad Uses: Moving vehicles, distant billboards,
subways/airplanes (places with no cell/data
signal)

Web 2.0
The second generation of the Web, which includes blogs, wikis, social networking
sites and other platforms that emphasize collaboration, sharing, and self publishing.
User-Generated Content (UCG)
All forms of user-created materials such as blog posts, reviews, podcasts, videos,
comments and more.
Wiki
An online platform that allows many users to contribute to and edit a web page.
Provides an easily reversible audit trail of edits and changes.

Crowdsourcing
Harnessing the skills, enthusiasm and productivity of many individuals to
advance a project. (also note rising popularity of “Crowdfunding”)
Lurkers
People who observe but don't contribute discussions held via social media.
"The One Percent Rule" In any online community, about one per cent of
the participants contribute new content regularly, another nine percent
comment, and the rest lurk.
AstroTurfing
Fake or "synthetic" grassroots outreach.

Creative Commons
Is a not-for-profit licensing system that offers creators the ability to easily
define how others may use their works.
Native Advertising
A web advertising method in which the advertiser attempts to gain attention
by providing content in the context of the user's experience. Native ad formats
match both the form and the function of the user experience in which it is
placed. (see also “Brand Journalism”)
Meme
Rhymes with "team" or "dream." A virally-transmitted cultural symbol or social
idea. A catchphrase or concept that spreads quickly from person to person.

Newsjacking
Redirecting the momentum from breaking news into your company’s favor
by injecting a fresh perspective. Previously “next day” stories – now in
24/7 real time.
 
Pageview Journalism
She growing influence of “page views” on the quality reporting and
storytelling skills that have defined the journalism industry for decades. 
Mobile Optimization / Responsive Design
Web design approach to provide an optimal viewing experience with
minimal resizing, scrolling, etc. across a wide range of devices (from
desktop computers to mobile phones)

SoLoMo
“SOcial, LOcal and MObile.” Accessing social media is the number one
mobile activity today. Where do they do it? In their local backyard. How do
they do it? Everyone has a smartphone. 
Long-Tail Keywords
Search queries that contain three or more keywords. Google’s new
algorithm, Hummingbird, focuses on user intent, which is the concept
behind long-tail keywords, making them an important part of your
marketing strategy.
UX
Short for “user experience” - the experience your customer will have when
they interact with your service or product.

Commonly Misused Terms:
Your business has a “page,” not a “fan page.”
In 2007, Facebook introduced “fan pages” for businesses to get in on the social
network. Your business could create an account, collect fans, and place ads. Today,
however, “fan pages” are long gone. What your business has is simply a “page” or
“business page.”
Say goodbye to Facebook “fans.”
In 2010, Facebook Business Pages began collecting “likes” instead of “fans.” When
discussing the number of people connected to your page, refer to them as “likes”
to avoid sounding archaic.
Different social networks have different ways to share.
Social networks differ in many ways, so it’s not surprising that they each have their
own way to share information. The correct names for the ways you share are as
follows: Facebook = posts; Twitter = tweets; Pinterest = pins, YouTube = uploads;
and Google+ = posts.

• Profiles on Major Platforms
• Secure and Fight for Your Brand
(domains/handles)
• Personal Blog
• Comment (blogs, forums, major social sites)
• Personal Hub
to aggregate your social media content.
- About.me
- Flavors.me
- Hiptic.com

Social Media Club - Los Angeles
(socialmediaclub.la / @smc_la)
DigitalLA
(digitalla.net / @digitalla)
PRSA-LA
(prsala.org / @prsala)
AMA Los Angeles
(amalosangeles.org / @amalosangeles)
Girls In Tech - Los Angeles
(girlsintechla.com)
WOMMA
Word of Mouth Marketing Association
(womma.org)
SXSW Interactive
Every March in Austin, TX. "Spring Break" for
geeks (sxsw.com)
BlogHer
Conference for women bloggers (blogher.com)
Le Web
Europe's largest Internet event. Held each
December in Paris. (leweb.net)
Internet Week
Held in NYC every Spring (internetweekny.com)
Social Media Week
Multiple cities around the world.
Held February and September.
(socialmediaweek.org)

Instructor:
Erik Deutsch
(@ErikDeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 5 (October 19):
Guest speaker:
TBD
Stay tuned.

UCLA X469.21 FALL '21 - WEEK 5

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UCLA X469.21 FALL '21 - WEEK 5