This document outlines the topics to be covered in Meeting 3 of the #SocMedUCLA course, including a final social media plan project overview, convergence of social media platforms, and basics of Facebook, Instagram and Twitter. The guest speaker will be Serena Ehrlich, Director of Social & Evolving Media at Business Wire. The final project involves creating a social media plan with sections for situation analysis, goals, target audiences, competitive analysis, strategies, tactics and measurement.

1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 3 (October 30):
• Final Project Overview – Social
Media Plan Outline
• Social Media Platform Convergence
• Facebook, Instagram & Twitter Basics
Guest speaker:
Serena Ehrlich(@Serena)
Director, Social & Evolving Media
Business Wire
UCLA X469.21 Fall 2017

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)
The Final Project
UCLA X469.21 Fall 2017

3. • Ask yourself “why?” – then ask again
• Tied to core (bottom line) objectives
(expanding social media presence is not an underlying goal)
• Be specific
Vague Goals: Increase awareness, enhance image,
promote products/services
Specific Goals: Drive website traffic, engage with
existing/new customers and generate sales,
expand company’s leads database, position
company leaders as experts in their field
UCLA X469.21 Fall 2017

4. • Be specific:
• Think beyond “customers/donors”
and “the public at large”
• B2B and/or B2C
• Demographic, geographic,
psychographic, behavioristic, etc.
• Basic demographics include age,
gender, income, profession,
education, family size, homeowner,
marital status, etc.
UCLA X469.21 Fall 2017

5. Strategy:
Plan of action for achieving a goal or solving a problem
(derived from the Greek word for leading an army).
Tactic:
Means by which a strategy is carried out – specific action
items (derived from the Greek word for arranging or ordering)
UCLA X469.21 Fall 2017

6. Strategy = General Plan of Action (what you’re going to do)
e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy (how you’re
going to do it)
e.g., Gather intelligence, destroy enemy communications,
ground invasion, etc.
Put another way…
Strategies – the high-altitude view
Tactics – on-the-ground view
UCLA X469.21 Fall 2017

7. Goal: Turn the tide and increase sales of baking soda
Strategy: Introduce new uses for baking soda
Marketing Tactics: Advertising, retail promotions, new
product launch PR, publicity stunts, contests, etc.
Quiz... Is "build a Facebook page" a strategy or a tactic?
Arm & Hammer Baking Soda (circa 1970s)
UCLA X469.21 Fall 2017

8. Platforms are copying features that
attract and engage users (goal to deliver
more ads).
• Disappearing photos/videos/
messages
• Visual filters/”lenses”
• Story (“Stories”) format
• Hashtags
e.g., Facebook/Instagram copying from
Snapchat
Therefore, marketers should platforms
based on audience, not features or
format
UCLA X469.21 Fall 2017

9. UCLA X469.21 Fall 2017

10. 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
Also – FB Messenger Bots are
used increasingly for customer
service and one-on-one
engagement
UCLA X469.21 Fall 2017

11. Facebook “Customers” vs. “Users”
- Advertisers are the “Customers”
- Users are the “Product”
FB is a consumer data collection engine
and ad serving platform
UCLA X469.21 Fall 2017

12. • Organic vs. paid (sponsored posts)
• Edgerank algorythm (affinity, weight and
recency)
• Insights (native analytics)
UCLA X469.21 Fall 2017

13. UCLA X469.21 Fall 2017
Classic “bait & switch” – FB sold brands on investing in fans/likes, then
changed the algorithm to severely limit organic access those fans/likes

14. Just Announced – “Split Feeds”
Facebook is testing changes
to split its news feed
into a primary feed for
friend-and-family content
and a secondary feed for
brand and media pages.
Promoted posts would
remain in the primary feed.
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15. • Quality over quantity.
• Shorter posts (to generate more engagement).
• Provide a link (and hashtag).
• Ask questions (to ignite a dialogue).
• Use photos, links and “native” video for higher
edgegrank.
• Go live! FB Live video streaming
• Pay to expand reach
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16. 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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17. Tweet Structure
- Headline or phrase
- Link
- Hashtag
It’s a micro blog post – tell a
story (in just 140 characters)
UCLA X469.21 Fall 2017

18. • 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 more than 98
million followers
• Ellen’s photo of celebs at the Oscars generated 3.4
million retweets within hours – recently surpassed by a
kid trying to get free chicken nuggets.
UCLA X469.21 Fall 2017

19.  Owned by Facebook (acquired with
valuation higher than the NY Times)
 More for improving brand visibility and
building community than driving
website traffic
 Photos, “Stories” and Videos (60
second clips + live streaming)
 Native analytics provide detailed
follower data (demographics, usage
info, etc.)
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20. • Get Discovered:
o #HASHTAGS to classify images and aid discovery
o Insert most of your hashtags into comments
(keep photo captions clean)
o Tag people and use geolocation
o Review “Search & Explore” page for what’s
trending
o Follow, like/comment and engage!
• Overcoming no live links in captions:
o URL in profile bio
o Watermark images to stamp URL on photos
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21. • Follow others (reciprocity)
• Complete your profile and look “legit” (photo, keywords 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 and tag other users in your posts (“ego bait”)
• Promote everywhere (email sig, website, marketing collateral, etc.)
• Buy them... literally (but don’t)
UCLA X469.21 Fall 2017

22. • YouTube - Video Sharing
• Pinterest – Scrapbooking
• LinkedIn – Pro Networking
• Snapchat – Messaging
• Swarm – Geolocation
• Periscope – Video Streaming
*Note: List subject to change every five
minutes.
UCLA X469.21 Fall 2017

23. Instructor:
Erik Deutsch
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 3 (October 30):
Guest speaker:
Serena Ehrlich (@Serena)
Director, Social & Evolving Media
Business Wire
UCLA X469.21 Fall 2017