This document summarizes key points from a social media training course. It discusses objections companies have to social media, finding an authentic voice, different types of social media content, and tips for engagement. It also covers the importance of content creation and distribution, and establishing an editorial calendar. The goal is to help brands form emotional connections with audiences through shared and owned media instead of just promotional messages. Measurement of social media efforts is also addressed.

1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@ErikDeutsch)
#SocMedUCLA
Meeting 3 (October 24):
 Objections to Social Media
 Finding Your Voice
 Brands as Publishers
 Types of Social Media Content
 “Feeding the Beast”
 Revisiting the Final Project
Template
 The Social Media “Toolkit”
 Guest speaker:
Ruben Ochoa (@rubenochoa1)
Director of Digital
Allison + Partners
UCLA X469.21 Fall 2016

2. FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
3. People might say mean things about us
UCLA X469.21 Fall 2016

3. UCLA X469.21 Fall 2016

4. UCLA X469.21 Fall 2016
The goal is to get your audience to engage with your brand, form emotional
connections and become loyal customers. Remember, people tend to tune out
purely promotional messages.
• Treat followers like friends.
• Talk like a real person -- avoid corporate jargon.
• Highlight and share content from followers (find posts that demonstrate
your product or service in use). Celebrate your fans and their
accomplishments.
• Listen, respond and have conversations.
• Let loose once in a while (and have some fun).

5. Traditional display/banner advertising
Native advertising (promoted Tweets, sponsored FB and blog posts, etc.)
SEM (e.g., AdWords)
Promotions
Traditional Media (news coverage, feature segments, appearances, etc.)
Bloggers (but shifting from Earned to Paid)
Influencers (but shifting from Earned to Paid)
Social Networking Sites, Apps, Forums, etc.
WOM (word-of-mouth)
Your own Website/Blog and syndicated branded content
PAID
EARNED
SHARED
OWNED
Know and understand the vocabulary – Paid, Earned, Shared & Owned
UCLA X469.21 Fall 2016

6. • Everyone (individual, brand,
organization) is now in the content
creation business.
• Shared and owned media.
• Distributed directly to target audiences –
no implied third-party endorsement via
coverage in traditional news media.
• Sponsored posts, blogs, infographics,
videos, podcasts, ebooks, mobile apps,
etc.
• It’s time to become adept at content
creation – text, images, video, audio, etc.
Content Marketing - Brand Journalism - Native Advertising
UCLA X469.21 Fall 2016

7. UCLA X469.21 Fall 2016

8. 1. Marketing-focused (promotional)
2. Useful (provides utility –
educational/informational)
3. Entertaining
4. Engaging (ask/answer questions;
become part of the discussion)
UCLA X469.21 Fall 2016

9. • Assess content assets (perform a
“content audit”) and build inventory
• Original content (data, interviews,
event coverage, presentations, white
papers, lists, infographics, timely topics,
how-to/instructional, etc.)
• Repackage/repurpose/recycle
• Curate
• Co-create – partner with others, invite
guest posts
• Develop and maintain a social media
editorial calendar
UCLA X469.21 Fall 2016

10. • Tradeshow/conference appearances
• Seasonal topics/relevant "holidays” (e.g., “national
cupcake day”)
• Company milestones, product launches
• Promotions, contests, special offers
• “Evergreen” content (e.g., tips, how-to, lists)
UCLA X469.21 Fall 2016
A mix of text, images, videos and other multimedia content

11. Staggering increase in mobile users!
Make content easy to view and share across
mobile platforms.
Be mindful of short attention spans.
UCLA X469.21 Fall 2016

12. 1. Situation Analysis (a few paragraphs – no boilerplate)
2. Goals (bullet points – no metrics/strategies/tactics)
3. Target Audiences (bullet points – demo/psycho)
4. Competitive Analysis (a few paragraphs)
5. Strategies (bullets)
6. Tactics (bullets)
7. Measurement (starting point/benchmarks/tools)
The Final Project
UCLA X469.21 Spring 2016

13. Instructor:
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 3 (October 24):
Guest speaker:
Ruben Ochoa (@RubenOchoa)
Director of Digital
Allison + Partners
UCLA X469.21 Fall 2016