The document summarizes key topics from a class on social media best practices for communications professionals. It discusses brands producing their own content, flipcam PR, online promotions, building a personal brand and positioning as an expert. Guest speakers were scheduled to discuss these topics. The document also covers developing a social media strategy with goals, audiences and tactics, and how strategies differ from tactics. Additional topics include content marketing, types of content to create, and using video and live streaming platforms.

1. Instructor:
Erik Deutsch (@ErikDeutsch)
#UCLAx425
Best Practices in Social Media
for the Communications
Professional
UCLA X425 Spring 2014
Meeting 3 (April 29):
• Brands as publishers/content producers
•"Flipcam” PR
•Online promotions, contests and
giveaways
• Building your personal brand and
positioning yourself as an expert
• Guest speakers:
Babette Pepaj (@BakeSpace)
CEO, BakeSpace, Inc.
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 2014
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 2014

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 2014

5. UCLA X425 Spring 2014
1. Marketing-focused (promotional)
2. Useful (provides utility – educational/informational)
3. Entertaining
4. Engaging (ask/answer questions; become part of the
discussion)
The “Rule of Thirds”

6. UCLA X425 Spring 2014
• Enabled by social media and new forms of
“owned” and “shared” media.
• Develop branded content and
distribute/share with target audiences
directly – without the implied third-party
endorsement of coverage in traditional
news media.
• PR pros are now in the content creation
business, as well as the “paid media”
business.
• Sponsored posts, blogs, infographics,
videos, podcasts, ebooks, mobile apps, etc.
“Content Marketing, “Brand Journalism, “Native Advertising”

7. UCLA X425 Spring 2014

8. • Tradeshow/conference appearances
• Seasonal topics/relevant "holidays” (e.g., “national
cupcake day”)
• Company/organization milestones, product launches,
etc.
• Promotions, contests, special offers
• “Evergreen” content (e.g., tips, how-to, lists, etc.)
UCLA X425 Spring 2014

9. UCLA X425 Spring 2014
• Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
• And of course, Apologies

10. UCLA X425 Spring 2014

11. UCLA X425 Spring 2014
• Video sharing sites (YouTube/Google, Vimeo, Viddy)
• Apps (Vine)
• Live streaming (Ustream, Vokle, Google+ Hangouts)
• Don't forget embed codes (to insert video on any web
page)...

12. UCLA X425 Spring 2014

13. UCLA X425 Spring 2014
Guest speaker:
Dan Portnoy (@DanPortnoy)
Head Honcho, Portnoy Media Group
#UCLAx425 Instructor: @ErikDeutsch
Guest speaker:
Babette Pepaj (@BakeSpace)
CEO, BakeSpace, Inc., TECHmunch Food Blogger
Conference and Cookbook Cafe App Publisher