This document outlines the topics and agenda for Meeting 5 of the #SocMedUCLA course on best practices in social media for communications professionals. The meeting will cover objections to social media, measuring ROI and KPIs, working with influencers and bloggers, legal issues like FTC disclosure and copyright, and dealing with negativity. The guest speaker will be Sara Dunaj, the Social Media Manager for Princess Cruises. It then provides guidance for students' final projects, including how to write situation analyses, goals, target audiences, competitive analyses, strategies and tactics, and measurement.

1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 5 (May 22):
• Objections to Social Media
• ROI, KPIs and Measuring
• Working with Bloggers, Influencers
and Empowered Consumers
• FTC Disclosure, Copyright and Other
Legal Issues
• Dealing with Negativity
• Final Project – Additional Info
Guest speaker:
Sara Dunaj (@SaraDunaj)
Social Media Manager,
Princess Cruises
UCLA X469.21 Spring 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 + KPIs +
tools e.g., Google Analytics, FB Insights, etc.)
The Final Project
UCLA X469.21 Spring 2017

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 Spring 2017

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 Spring 2017

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
- Implement SEO on owned media sites (and shared/social
media profile pages)
- 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
informative videos
- Etc.
UCLA X469.21 Spring 2017

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 Spring 2017

7. Example:
- Goal = Improve online reputation
- Strategy = Dilute negative search results with SEO content for
owned and shared media channels
- Tactics =
UCLA X469.21 Spring 2017

8. FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
3. People might say mean things about us
UCLA X469.21 Spring 2017

9. • Generate awareness
• Increase engagement
• Increase influence
• Motivate action
(purchases, leads, etc.)
Tie to Core Objectives!!!!!!!!!!!!
UCLA X469.21 Spring 2017

10. • Awareness: Website visitors, page views,
fans/followers (tangible metrics)
• Engagement: Comments (blog, Facebook),
retweets, time spent on site
• Influence: Third-party mentions, inbound links
• Action: Conversions, sign-ups, downloads, sales
UCLA X469.21 Fall 2016

11. • Reach/Impressions – # of individuals who saw your content
• Clickthrus – # of times a link you posted was used
• Unique Visitors –# of different individuals visiting your website
• Page Views – # of times a particular page on your website was viewed
• Time on Page/Site – length of time spent on your page or website
• Bounce Rate – % of visitors who leave your site after viewing just one page
• Comments – # of responses submitted regarding your content
• Downloads – # of times your content was downloaded
• Conversions – # of times a visitors responded to your call to action.
UCLA X469.21 Spring 2017

12. UCLA X469.21 Spring 2017

13. 1) Don't "carpet bomb" or
“spray and pray”
2) Be social
3) Provide "social" content
4) Provide “template” social media posts
5) Make it "profitable" for the blogger
PR = Page Rank
6) Employ FTC Disclosure Guidelines
7) Be prepared to pay up! Blogger/Influencer
networks e.g., BlogHer, Clever Girls Collective,
etc.
Understand "Paid" vs. "Earned" Media...
... as well as “Shared” and “Owned” (PESO)
UCLA X469.21 Spring 2017

14. • Consumers trust expert opinions
more than conventional advertising.
• Compensation requires compliance
with FTC disclosure guidelines
• Opportunities range from free
product samples to paid
content/social media post and “brand
ambassadors”
• Celebrity influencers vs. “micro-
influencers” (more targeted and
authentic, with higher audience
engagement… plus more affordable)
• Best way to find relevant influencers?
UCLA X469.21 Spring 2017

15. UCLA X469.21 Spring 2017

16. UCLA X469.21 Spring 2017
Social media is a complaint machine people gleefully share with friends.

17. 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 Spring 2017

18. Instructor:
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 5 (May 22):
Guest speaker:
Sara Dunaj (@SaraDunaj)
Social Media Manager
Princess Cruises
UCLA X469.21 Spring 2017