1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 4 (May 15):
• Blogging Platforms & Best Practices
• Social Media Platform Convergence
• Facebook, Instagram & Twitter Basics
Guest speaker:
Scott Perry(@ScottPerry)
Author, “Snapchat 101”
Founder, LA Tech Digest
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2. - Establish a “home base” for content
marketing efforts
- Thought Leadership
- SEO
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3. 1. Full-Scale: Wordpress, Blogger, Typepad
2. Hybrid or "Lifestream": Tumblr, Posterous
3. Micro: Twitter
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4. 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
UCLA X469.21 Spring 2017
5. - 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 links, easy sharing)
- Encourage email subscribers via “sign-up” option
- Easy content – how-to stories, listicles
- Focus and specialize
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6. Major 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
Facebook/Instagram copying from
Snapchat
Select platforms based on audience, not
features or format
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8. 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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Also – FB Messenger Bots used
for customer service and one-on-
one engagement
9. 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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10. • Organic vs. paid (sponsored posts)
• Edgerank algorythm (affinity, weight and
recency)
• Insights (native analytics)
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12. • 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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13. 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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14. Tweet Structure
Start with:
- Headline or phrase
- Link
- Hashtag
It’s a micro blog post – tell a
story (in just 140 characters)
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15. • 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.
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16. 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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17. • Get Discovered:
o #HASHTAGS to classify images and aid discovery
o Insert 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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18. • 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 and tag 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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19. • YouTube - Video Sharing
• Pinterest – Scrapbooking
• LinkedIn – Pro Networking
• Snapchat – Messaging
• Swarm – Geolocation
• Periscope – Video Streaming
*Note: List subject to change every five
minutes.
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