SlideShare a Scribd company logo
Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425

Meeting 2 (October 15):
Key Platforms
Nothing is “Off-the-Record”
Can Social Media Replace Traditional
Websites?
Overcoming Fear
ROI
The PR Pro’s “Social Media ToolKit”
Do You Need a Social Media Policy?
Guest speaker:
Corianda Dimes (@corianda)
New Media Strategist, Bullfrog & Baum

UCLA X425

Fall 2013
Social Media is:
•
•
•
•
UCLA X425

Easy to post
Easy to share
Easy to find
Hard (if not impossible) to delete
Fall 2013
1. Personal Profiles
2. Groups
3. Brand Pages
Also, the omnipresent “Like” button,
online contests/giveaways, widgets, etc.
Recently added Facebook Hashtags -

#FBhashtags
UCLA X425

Fall 2013
Facebook “Customers”
vs. Facebook “Users”
Advertisers are Facebook’s
“customers”
Users are “the product”
UCLA X425

Fall 2013
UCLA X425

Fall 2013
•
•
•
•
•

Easy set up and maintenance
Quickly upload all types of information
Inherently viral platform
People login EVERY DAY!
1 BILLION strong (“fish where the fish are”)

UCLA X425

Fall 2013
• 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

Fall 2013
•
•
•
•

Newsfeed “improvements” (“sponsored” posts)
Edgerank algorythm (affinity, weight and recency)
Facebook insights (publisher analytics)
Subscribe to brand pages
User experience vs. monetization... again, users are the product,
advertisers are the customer.

UCLA X425

Fall 2013
•
•
•
•
•
•

Quality over quantity.
Shorter posts (to generate more engagement).
Provide a link (and hashtag)
Ask questions (to ignite a dialogue).
Use photos, links and videos (for higher edgegrank).
Get creative.

UCLA X425

Fall 2013
1. General status updates (share info / links)
2. The Retweet (RT and MT)
3. The @Mention
4. The @Reply
5. Direct Messages (DM)
6. Hashtag tweet (#)
7. Multimedia Tweet (using 3rd-party apps
e.g., twitpic, twitvid, vine, etc.)

UCLA X425

Fall 2013
Tweet Structure
Dissecting the semantics of a tweet gives us a sense
of best practice, but keep in mind this isn't a
one-size-fits-all deal. Keep it real and get in
your own groove.
Start with:
- Headline or phrase
- Link
- Hashtag - using tags that influencers use to get
noticed in those niche circles

UCLA X425

Fall 2013
•
•
•
•
•
•

UCLA X425

YouTube – Video Sharing/Storytelling
Flickr and Instagram– Photo Sharing
Pinterest – Scrapbooking
LinkedIn – Professional Networking
Foursquare – Geolocation
Google+ - Facebook Competitor
(“Hangouts”)

Fall 2013
FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
3. People can say mean things about us

UCLA X425

Fall 2013
• Generate awareness
• Increase engagement
UCLA X425

• Increase influence
• Motivate action
(purchases, leads, etc.)
Fall 2013
• Awareness - Website visitors, page views,
fans/followers, etc. (tangible metrics)
• 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

Fall 2013
Best Practices in Social Media
for the Communications
Professional

Meeting 2 (April 23):
Guest speaker:

Instructor:
Erik Deutsch (@ErikDeutsch)

Twitter hashtag:
#UCLAx425
UCLA X425

Corianda Dimes (@corianda)
New Media Strategist, Bullfrog & Baum

Fall 2013

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UCLA X425 FALL '13 - WEEK 2

  • 1. Best Practices in Social Media for the Communications Professional Instructor: Erik Deutsch (@erikdeutsch) #UCLAx425 Meeting 2 (October 15): Key Platforms Nothing is “Off-the-Record” Can Social Media Replace Traditional Websites? Overcoming Fear ROI The PR Pro’s “Social Media ToolKit” Do You Need a Social Media Policy? Guest speaker: Corianda Dimes (@corianda) New Media Strategist, Bullfrog & Baum UCLA X425 Fall 2013
  • 2. Social Media is: • • • • UCLA X425 Easy to post Easy to share Easy to find Hard (if not impossible) to delete Fall 2013
  • 3. 1. Personal Profiles 2. Groups 3. Brand Pages Also, the omnipresent “Like” button, online contests/giveaways, widgets, etc. Recently added Facebook Hashtags - #FBhashtags UCLA X425 Fall 2013
  • 4. Facebook “Customers” vs. Facebook “Users” Advertisers are Facebook’s “customers” Users are “the product” UCLA X425 Fall 2013
  • 6. • • • • • Easy set up and maintenance Quickly upload all types of information Inherently viral platform People login EVERY DAY! 1 BILLION strong (“fish where the fish are”) UCLA X425 Fall 2013
  • 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 Fall 2013
  • 8. • • • • Newsfeed “improvements” (“sponsored” posts) Edgerank algorythm (affinity, weight and recency) Facebook insights (publisher analytics) Subscribe to brand pages User experience vs. monetization... again, users are the product, advertisers are the customer. UCLA X425 Fall 2013
  • 9. • • • • • • Quality over quantity. Shorter posts (to generate more engagement). Provide a link (and hashtag) Ask questions (to ignite a dialogue). Use photos, links and videos (for higher edgegrank). Get creative. UCLA X425 Fall 2013
  • 10. 1. General status updates (share info / links) 2. The Retweet (RT and MT) 3. The @Mention 4. The @Reply 5. Direct Messages (DM) 6. Hashtag tweet (#) 7. Multimedia Tweet (using 3rd-party apps e.g., twitpic, twitvid, vine, etc.) UCLA X425 Fall 2013
  • 11. Tweet Structure Dissecting the semantics of a tweet gives us a sense of best practice, but keep in mind this isn't a one-size-fits-all deal. Keep it real and get in your own groove. Start with: - Headline or phrase - Link - Hashtag - using tags that influencers use to get noticed in those niche circles UCLA X425 Fall 2013
  • 12. • • • • • • UCLA X425 YouTube – Video Sharing/Storytelling Flickr and Instagram– Photo Sharing Pinterest – Scrapbooking LinkedIn – Professional Networking Foursquare – Geolocation Google+ - Facebook Competitor (“Hangouts”) Fall 2013
  • 13. FEAR!!! What are companies afraid of: 1. Social media hurts employee productivity 2. Our customers don't use social media 3. People can say mean things about us UCLA X425 Fall 2013
  • 14. • Generate awareness • Increase engagement UCLA X425 • Increase influence • Motivate action (purchases, leads, etc.) Fall 2013
  • 15. • Awareness - Website visitors, page views, fans/followers, etc. (tangible metrics) • 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 Fall 2013
  • 16. Best Practices in Social Media for the Communications Professional Meeting 2 (April 23): Guest speaker: Instructor: Erik Deutsch (@ErikDeutsch) Twitter hashtag: #UCLAx425 UCLA X425 Corianda Dimes (@corianda) New Media Strategist, Bullfrog & Baum Fall 2013

Editor's Notes

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