UCLA X469.21 - Spring '16 Week 6

Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 6 (May 10):
• Final Project
(due one week from tonight!)
• Additional Thoughts Regarding Video
• Geolocation Apps, QR Codes and Other
“Shiny Objects”
• Social Media Glossary - Key Terms
• Organizations/Events to Check Out
• Personal Branding
• Guest speaker:
Shira Lazar(@ShiraLazar)
Co-Founder & Host, What’s Trending
UCLA X469.21 Spring 2016

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

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

• Traditional Video Sharing Sites
e.g., YouTube, Vimeo, Viddy
• Social Video Apps
e.g., Vine, Instagram
• Live Streaming Video Platforms
e.g., Ustream, Vokle, Google+ Hangouts
• Social Live Streaming Apps
e.g., Periscope
(Twitter integration – automatically tweet
link when stream is launched)
• Use embed codes (to insert video on any web page)

• Swarm/Foursquare, Gowalla, Facebook
Places, Yelp
• Induce consumers to "check in" and share
their location
How?
• Special offers
• Discounts/coupons
• Recognition
• Status

• "Quick Response" akin to a bar code
• Make it easy on-the-go to access a web page or
other online content
• Use by "scanning" the code via mobile device
equipped with a QR code reader app
• Easy and free to generate (can also customize)
• Good Uses: product packaging, print ads,
business cards, storefront displays, restaurant
menus, real estate signage, etc. Landing page
should be optimized for mobile!
• Bad Uses: Moving vehicles, distant billboards,
subways/airplanes (places with no cell/data
signal)

Find Journalists: Twitter (MuckRack),
LinkedIn, Traditional Media Blogs
Engage and Build Relationships:
Retweets, Links, Blog Comments
The "Social Media Pitch" ...
Proceed with Caution!
Better yet... get "Trending." Traditional
media journalists rely on social media for
story ideas.

Web 2.0
The second generation of the Web, which includes blogs, wikis, social
networking sites and other platforms that emphasize collaboration,
sharing, and self publishing.
User-Generated Content (UCG)
All forms of user-created materials such as blog posts, reviews,
podcasts, videos, comments and more.
Wiki
An online platform that allows many users to contribute to and edit a
web page. Provides an easily reversible audit trail of edits and changes.

Crowdsourcing
Harnessing the skills, enthusiasm and productivity of many individuals to
advance a project. (also note rising popularity of “Crowdfunding”)
Lurkers
People who observe but don't contribute discussions held via social
media.
"The One Percent Rule" In any online community, about one per cent of
the participants contribute new content regularly, another nine percent
comment, and the rest lurk.
AstroTurfing
Fake or "synthetic" grassroots outreach.

Cloud computing ("the cloud")
The practice of using a network of remote servers hosted on the Internet
to store, manage, and process data, rather than a local server.
Creative Commons
Is a not-for-profit licensing system that offers creators the ability to easily
define how others may use their works.
Streaming media
Streaming media is video or audio content sent in compressed form over
the Internet and played immediately, rather than being saved to the hard
drive.

RSS Feeds
Really Simple Syndication. A content delivery platform that allows
publishers to distribute their content via a feed read via an RSS "reader"
Widget
Small, stand-alone applications that can be embedded on a web page.
Meme
Rhymes with "team" or "dream." A virally-transmitted cultural symbol or
social idea. A catchphrase or concept that spreads quickly from person to
person.

Newsjacking
Redirecting the momentum from breaking news into your company’s
favor by injecting a fresh perspective. Previously “next day” stories – now
in 24/7 real time.
Pageview Journalism
She growing influence of “page views” on the quality reporting and
storytelling skills that have defined the journalism industry for decades.
Mobile Optimization / Responsive Design
Web design approach to provide an optimal viewing experience with
minimal resizing, scrolling, etc. across a wide range of devices (from
desktop computers to mobile phones)

SoLoMo
“SOcial, LOcal and MObile.” Accessing social media is the number one
mobile activity today. Where do they do it? In their local backyard. How
do they do it? Everyone has a smartphone.
Long-Tail Keywords
Search queries that contain three or more keywords. Google’s new
algorithm, Hummingbird, focuses on user intent, which is the concept
behind long-tail keywords, making them an important part of your
marketing strategy.
UX
Short for “user experience” - the experience your customer will have
when they interact with your service or product.

Native Advertising
A web advertising method in which the advertiser attempts to gain
attention by providing content in the context of the user's experience.
Native ad formats match both the form and the function of the user
experience in which it is placed. (see also “Brand Journalism”)

Commonly Misused Terms:
Your business has a “page,” not a “fan page.”
In 2007, Facebook introduced “fan pages” for businesses to get in on the social
network. Your business could create an account, collect fans, and place ads. Today,
however, “fan pages” are long gone. What your business has is simply a “page” or
“business page.”
Say goodbye to Facebook “fans.”
In 2010, Facebook Business Pages began collecting “likes” instead of “fans.” When
discussing the number of people connected to your page, refer to them as “likes”
to avoid sounding archaic.
Different social networks have different ways to share.
Social networks differ in many ways, so it’s not surprising that they each have their
own way to share information. The correct names for the ways you share are as
follows: Facebook = posts; Twitter = tweets; Pinterest = pins, YouTube = uploads;
and Google+ = posts.

Social Media Club - Los Angeles
(socialmediaclub.la / @smc_la)
DigitalLA
(digitalla.net / @digitalla)
Girls In Tech - Los Angeles
(girlsintechla.com)
WOMMA
Word of Mouth Marketing Association
(womma.org)
SXSW Interactive
Every March in Austin, TX. "Spring Break"
for geeks (sxsw.com)
New Media Expo (BlogWorld)
Las Vegas (blogworldexpo.com)
BlogHer
Conference for women bloggers (blogher.com)
August ‘16 in Los Angeles
Le Web
Europe's largest Internet event. Held each December in
Paris. (leweb.net)
Internet Week
Held in NYC every Spring (internetweekny.com)
Social Media Week
Multiple cities around the world.
Held February and September. (socialmediaweek.org)

• Profiles on Major Platforms
• Secure (& be prepared to fight for)
Your Brand
• Personal Blog
• Comment (blogs, forums, major social sites)
• Personal Hub
to aggregate your social media content.
- About.me
- Flavors.me
- Hiptic.com
- yourname.com

Shira Lazar
@ShiraLazar
Founder & Host, What’s Trending
Week 6
Guest Speaker
Thank you!
Stay in touch:
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional

UCLA X469.21 - Spring '16 Week 6

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