1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 4 (November 1):
• Facebook & Twitter Best Practices
• Nothing is “Off-the-Record”
• SEO for the PR pro
• Online reputation management
• Guest speaker:
Jesse Gardner (@Plasticmind)
Founder, Plasticmind Design
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2. 1.Personal Profiles
2.Groups
3.Brand Pages
- Local Business or Venue
- Company or Organization
- Brand or Product
- Artist or Public Figure
- Cause or Community
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3. Facebook “Customers” vs. “Users”
- Advertisers are the “Customers”
- Users are the “Product”
FB is a consumer data collection engine
and ad serving platform
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4. • Organic vs. paid (sponsored posts)
• Edgerank algorythm (affinity, weight and
recency)
• Facebook insights (brand page analytics)
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6. • 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 (particularly
native video) for higher edgegrank.
• Get creative.
• Pay to expand reach
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7. 1.General Status Update
2.The Retweet (RT and MT)
3.The @Mention
4.The @Reply
5.Direct Messages (DM)
6.Hashtag Tweet (#)
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9. • Tweets with image and video links have 5 times the
engagement rate
• Tens of millions of fake Twitter users – plus 44 percent
of users have never sent a single tweet
• The cost of a 24 hour promoted trend costs
about $200K
• Katy Perry is the queen of Twitter with nearly 70 million
followers
• Ellen’s photo of celebs at the Oscars generated 3.4
million retweets within hours
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10. • Follow others (reciprocity)
• Complete your profile and look “legit” (photo, keyword and links)
• Engage!
• Leverage what’s trending (#hashtags/keywords)
• Post when/where your target followers hang out
• Attend events (online/offline; e.g., Twitter chats)
• Mention other users in your posts (“ego bait”)
• Promote everywhere (email sig, website, marketing collateral, etc.)
• Buy them... literally (but don’t)
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11. • YouTube - Video Sharing
• Instagram (hashatags, no
links)
• Pinterest – Scrapbooking
• LinkedIn – Pro Networking
• Snapchat – Messaging
• Swarm – Geolocation
• Periscope – Video Streaming
*Note: List subject to change every five
minutes.
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12. Social Media is:
• Easy to post
• Easy to share
• Easy to find
• Hard (if not impossible) to delete
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13. Search engine optimization (SEO) is the process of
improving the visibility of a web site or a web
page in search engines via the "natural" or un-
paid ("organic" or "algorithmic") search results.
Other forms of search engine marketing (SEM)
target paid listings.
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14. 1) Relevance - How relevant is the content on your
page to the keyword search?
2) Authority – Based on the company you keep --
which sites link to your site, and who shares your
links on social media.
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15. • Visible (on-page) and non-visible (source code) content
• Meta Tags - Optimize your Title and Description tags
• Alt Tags - Alternative text attached to images (to provide
crawlable text in the webpage code)
• Headings - Titles and subtitles (e.g. H1 and H2 tags) help
break blocks of content into smaller, clearly labeled sections.
• Body Text - Focus on 2 or 3 keywords per page and write for
users, not the search engines (avoid “keyword stuffing”)
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16. • External Inbound Links – Value depends on credibility and
popularity of sites that link to your site. Note .edu and .gov are
best, and the NY Times trumps a small-time blogger (links from
spammy sites can actually reduce authority).
• “Anchor” Text – The visible, clickable text in a hyperlink should
be keyword-focused.
• Link Relevancy – How relevant is the content on the linking
page and the target page?
• Popularity & Trustworthiness – What’s the “Page Rank” of the
linking page?
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17. SEM - Search Engine Marketing
• Purchasing links
• Akin (in PR speak) to "Earned" vs. "Paid" media
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18. The results that come up when you
perform a Google search
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19. And remember...
all content and links are not created equal.
"The solution to pollution is dilution."
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20. Develop multiple content assets to help push down negative links (as well as
negative, autosuggested searches).
Tactics: YouTube videos, topic-specific landing pages (with embedded YouTube
videos), press releases through online wire services, blog entries and social
media profiles.
"The solution to pollution is dilution."
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