The document outlines topics to be covered in a class on best practices in social media for communications professionals, including avoiding ambushes on social media, overcoming fear of social media, measuring return on investment, using geolocation and QR codes, and having a social media toolkit. It also lists various social media platforms and notes common fears companies have about social media. The class will have a guest speaker from Business Wire discussing their social media practices.

1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Meeting 4 (November 25):
Review re. Final Project
Avoid the Social Media “Ambush”
Objectives to Social Media
Overcoming Fear
ROI
Shiny Objects – Geolocation and
QR Codes
The PR Pro’s “Social Media ToolKit”
Do You Need a Social Media Policy?
Guest speaker:
Serena Ehrlich (@Serena)
Director of Social, Business Wire
UCLA X425 Fall 2014

2. The Final Project
1. Situation Analysis
2. Goals
3. Target Audiences
4. Competitive Analysis
5. Strategies
6. Tactics
7. Measurement
UCLA X425 Fall 2014

3. UCLA X425 Fall 2014

4. • YouTube – Video Sharing/Storytelling
• Flickr and Instagram– Photo Sharing
• Pinterest – Scrapbooking
• LinkedIn – Professional Networking
• Foursquare – Geolocation
• Google+ - Facebook Competitor
(“Hangouts”)
UCLA X425 Spring 2014

5. 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 2014

6. • Generate awareness
• Increase engagement
• Increase influence
• Motivate action
(purchases, leads, etc.)
UCLA X425 Fall 2014

7. • 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 2014

8. • Foursquare, Gowalla, Facebook Places, Yelp
• Induce consumers to "check in" and share their
location
How?
• Special offers
• Discounts/coupons
• Recognition
• Status
UCLA X425 Fall 2014

9. • "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 (can also customize)
• 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 2014

10. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@ErikDeutsch)
Twitter hashtag:
#UCLAx425
Meeting 4 (November 25):
Guest speaker:
Serena Ehrlich (@Serena)
Director of Social, Business Wire
UCLA X425 Fall 2014