The document summarizes key topics from a meeting on social media best practices for communications professionals. The meeting covered SEO for PR professionals, online reputation management, content syndication, social media news releases, inbound links, and featured a guest speaker. Additional topics included making content easy to find online and optimizing landing pages for mobile users.

1. Best Practices in Social Media Meeting 4 (October 23):
for the Communications
Professional •SEO for the PR pro
•Online reputation management
•Content syndication and newsfeeds
Instructor:
•The “social media news release” and
Erik Deutsch (@erikdeutsch) online newsroom
#UCLAx425 •Make yourself easy to find (inbound links
and referrer sites)
•Guest speaker:
John Shiple (@FreelanceCTO)
CEO, FreelanceCTO
UCLA X425 Fall 2012

2. The Final Project
1. Situation Analysis
2. Goals
3. Target Audiences
4. Competitive Analysis
5. Strategies
6. Tactics
7. Measurement
UCLA X425 Fall 2012

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 2012

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
• 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 2012

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 2012

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 2012

7. SEM - Search Engine Marketing
•Purchasing links
•Akin (in PR speak) to "Earned" vs. "Paid" media
UCLA X425 Fall 2012

8. The results that come up when you
perform a Google search
UCLA X425 Fall 2012

9. "The solution to pollution is dilution."
And remember...
all content and links are not created equal.
UCLA X425 Fall 2012

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 updates.
UCLA X425 Fall 2012

11. UCLA X425 Fall 2012

12. 1. Use relevant keywords
(and position them
prominently)
1. Search-friendly headline
1. Embedded links
UCLA X425 Fall 2012

13. Best Practices in Social Media
Meeting 4 (October 23):
for the Communications
Professional Guest speaker:
Instructor:
Erik Deutsch (@erikdeutsch)
Twitter hashtag: John Shiple (@FreelanceCTO)
#UCLAx425 CEO, FreelanceCTO
UCLA X425 Fall 2012