This document outlines the agenda and content for a social media class. The final meeting will focus on final projects, blogging best practices, working with citizen journalists, dealing with consumers and negative comments, events and real-time web, and video. The guest speaker will be Babette Pepaj, founder of BakeSpace, on the topics of social media and blogging. The document provides guidance on final projects, including conducting a situation analysis, setting goals and strategies, identifying target audiences, performing a competitive analysis, and planning metrics. It also offers tips for using various blogging platforms and guidelines for working with citizen journalists and handling negative comments.

1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 5 (November 7):
• Final Project (revisited)
• Blogging Platforms & Best Practices
• Working with “Citizen Journalists”
• Dealing with Empowered
Consumers/Negative Comments
• Events and the Real-Time Web
• Video
• Guest speaker:
Babette Pepaj (@BakeSpace)
Founder & CEO, BakeSpace, Inc.
UCLA X469.21 Fall 2016

2. 1. Situation Analysis (a few paragraphs – no boilerplate)
2. Goals (bullet points – well defined)
3. Target Audiences (bullet points – demo/psycho)
4. Competitive Analysis (a few paragraphs)
5. Strategies (bullets)
6. Tactics (bullets)
7. Measurement (starting point + benchmarks + KPIs +
tools e.g., Google Analytics, FB Insights, etc.)
The Final Project
UCLA X469.21 Fall 2016

3. Situation Analysis
- Briefly describe the company/organization/individual
- Analyze the social media “situation”
- Platforms used
- Reach (followers, likes, etc.) + enagement (comments, RTs, etc.)
- Type of content posted
- Activity/frequency
- Also, look at SEO/reputation mgmt. – what does a Google search
reveal?
- Resources allocated/available (e.g., size of team, budget, etc.)
- What’s the “culture” with respect to social media (pro/con/neutral)
- Provide the same type of info for your “Competitive Analysis”
UCLA X469.21 Fall 2016

4. Goals, Strategies and Tactics
- Goals are clear and related directly to the social media
effort
- Strategies are your general plan of action for accomplishing
your goals
- Tactics are the specific action items and tools for
accomplishing your strategies
UCLA X469.21 Fall 2016

5. Example:
- Goal = Support the sales team by increasing brand awareness
- Strategy = Develop and implement a content marketing
campaign that generates positive online buzz
- Tactics =
- Create and maintain a blog with posts that are SEO
- Create and maintain a social media editorial calendar
- Write guest posts for submission to other relevant blogs
- Launch and build out YouTube channel with how-to style
videos
- Etc.
UCLA X469.21 Fall 2016

6. Example:
- Goal = Generate interest in new products and grow sales
- Strategy = Enlist influencers to review products and build third-
party credibility
- Tactics =
- Research and develop list of key influencers (via competitor/influencer
Twitter lists and platform analytics (e.g., FB Insights, Twitter analytics,
etc.)
- Attend (and sponsor when appropriate) online and offline influencer
events
- Provide product samples for “organic” product reviews and endorsements
- Research paid opportunities via influencer networks (budget permitting)
- Etc.
UCLA X469.21 Fall 2016

7. - Establish a “home base” for your content
marketing efforts
- Thought Leadership
- SEO
UCLA X469.21 Fall 2016

8. 1. Full-Scale: Wordpress, Blogger, Typepad
2. Hybrid or "Lifestream": Tumblr, Posterous
3. Micro: Twitter
UCLA X469.21 Fall 2016

9. Full Platforms:
Wordpress, Blogger & TypePad
- Lots of free and paid
templates
- Customization
- Hosted or unhosted
- Widgets and plugins
Hybrid or "Lifestream" Platforms
Tumblr & Posterours
- Simple, quick and easy
- Limited capabilities and
customization
Micro Platforms
Twitter
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10. - Set up – get your own domain
- Get a great theme (with responsive design)
- Set a regular schedule (via your editorial calendar)
- Promote posts across your social media accounts
- Invite guest posts (from influencers)
- Make it easy to share (short, easy links)
- Encourage email subscribers via “sign-up” option
- Easy content – how-to stories, listicles
- Focus and specialize
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12. 1) Don't "carpet bomb" or
“spray and pray”
2) Be social
3) Provide "social" content
4) Make it "profitable" for the blogger
PR = Page Rank
5) Employ FTC Disclosure Guidelines
5) Be prepared to pay up! Blogger networks
e.g., BlogHer, Clever Girls, etc.
Understand "Paid" vs. "Earned" Media...
... as well as “Shared” and “Owned” (PESO)
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15. If, when and how to Respond to Negativity…
and Ways to Avoid it In the First Place
• Do the right thing
• Offer a “pressure valve” for negative feedback
• Institute a “comments policy”
• Be accessible – turn problems into solutions
• Have your defenders already place (before you need them)
• Assess each detractor’s influence and legitimacy before
deciding if/how to respond
UCLA X469.21 Fall 2016

16. Instructor:
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 5 (November 7):
Guest speaker:
Babette Pepaj (@BakeSpace)
Founder, BakeSpace.com,
TECHmunch Food Blogger Conference
UCLA X469.21 Fall 2016