This document summarizes a class on best practices in social media for communications professionals. It discusses emerging trends like location-based apps and QR codes. It outlines the components of a social media strategy, including situation analysis, goals, target audiences and competitive analysis. The class covered distinguishing strategies from tactics and providing examples. Guest speakers were scheduled to discuss building a personal brand and positioning yourself as an expert.

1. Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Best Practices in Social Media
for the Communications
Professional
UCLA X425 Spring 2013
Meeting 3 (April 30):
• Brands as publishers/content producers
•"Flipcam” PR, location-based apps,
QR codes and other emerging trends
• Online promotions, contests and
giveaways
• Building your personal brand and
positioning yourself as an expert
• Guest speakers:
Chris Lam (@theChrisLam)
Founder, Cup of Joe Social
Dan Portnoy (@DanPortnoy)
Head Honcho,
Portnoy Media Group

2. 1. Situation Analysis
2. Goals
3. Target Audiences
4. Competitive Analysis
5. Strategies
6. Tactics
7. Measurement
UCLA X425 Spring 2013
The Final Project

3. Strategy = General Plan of Action
e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy
e.g., Gather intelligence, destroy enemy communications,
ground invasion, etc.
Or put another way...
A strategy is an idea or conceptualization of how a goal will be achieved.
A tactic is an action to execute the strategy
UCLA X425 Spring 2013

4. Arm & Hammer Baking Soda (circa 1970s)
Goal: Turn the tide and increase sales of baking soda
Strategy: Devise new uses for baking soda
Tactics: Advertising infomercials, retail promotions, etc.
Quiz... Is "build a Facebook page" a strategy or a tactic?
UCLA X425 Spring 2013

5. UCLA X425 Spring 2013
1. Marketing-focused
2. Useful (provides utility)
3. Engaging (becomes part of the discussion)

6. • Tradeshow/conference appearances
• Seasonal topics/relevant "holidays”
• Company/organization milestones, product
launches, etc.
• Promotions, contests, special offers
• “Evergreen” content (e.g., tips, how-to)
• Etc.
UCLA X425 Spring 2013

7. UCLA X425 Spring 2013
• Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage

8. UCLA X425 Spring 2013

9. UCLA X425 Spring 2013
• Video sharing sites (YouTube/Google, Vimeo,
Viddy)
• Live streaming (Ustream, Vokle, Twitvid,
Google+ Hangouts)
• Don't forget embed codes (to insert video on
any web page)...
• And photos (general sharing sites like Flickr, and
general social networks via direct upload.

10. UCLA X425 Spring 2013

11. UCLA X425 Spring 2013
Guest speaker:
Chris Lam (@theChrisLam)
Founder, Cup of Joe Social
Guest speaker:
Dan Portnoy (@DanPortnoy)
Head Honcho, Portnoy Media Group
#UCLAx425 Instructor: @ErikDeutsch