This document provides an overview of the topics covered in Meeting 4 of the #SocMedUCLA course on April 23, 2018. The meeting will discuss final projects and additional details. It will also cover convergence across social media platforms like Facebook, Instagram, and Twitter. There will be a guest speaker, Joel Paramo, a Digital Specialist from Porter Novelli, who will discuss basics of these major platforms. The document provides templates and examples for creating goals, strategies, and tactics for social media projects. It also highlights trends in social platforms and opportunities for digital certification.

1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 4 (April 23):
• Final Project – Additional Info
• Social Media Platform Convergence
• Facebook, Instagram & Twitter Basics
Guest speaker:
Joel Paramo (@JoelParamo)
Digital Specialist – Porter Novelli
UCLA X469.21 Spring 2018

2. 1. Situation Analysis (a few paragraphs – no SWOT; 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)
The Final Project
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3. Situation Analysis
- Briefly describe the company/organization/individual
- Analyze the social media “situation”
- Platforms used
- Performance overview of reach (followers/likes) & 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”
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4. Goals, Strategies and Tactics
- Goals are clear and relate directly to the social media effort
- Strategies are your general plan of action to achieve your
goals
- Tactics are specific action items and tools for carrying out
your strategies
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5. Example:
- Goal = Support the sales team by increasing brand awareness
- Strategy = Develop and implement a content marketing
campaign that generates positive word-of-mouth
- Tactics =
- Create and maintain a blog
- Implement SEO on owned media sites
- Create and maintain a social media editorial calendar
- Write guest posts for submission to other relevant blogs
- Launch/build out YouTube channel with informative how-to
videos
- Etc.
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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 (perhaps sponsor when appropriate) online and offline
events to meet/engage influencers
- Provide product samples for product reviews and
endorsements
- Research paid opportunities to work with influencers (budget
permitting)
- Etc.
UCLA X469.21 Fall 2017

7. Example:
- Goal = Improve online reputation
- Strategy = Dilute negative search results with SEO content for
owned and shared media channels
- Tactics =
- Peform keyword analysis and establish top keywords
- Request publisher(s) of negative search results remove
offending content
- Research and pursue (if appropriate) copyright
enforcement, including DMCA takedown requests
- Set-up and optimize owned media channels (website, blog,
etc.) for positive search results (keyword density, headings,
meta/alt tags, etc.)
- Set-up and optimize social media profiles (Twitter, LinkedIn,
YouTube, Slideshare, etc.) for positive search results
- Cultivate inbound links from sites with high authority
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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, choose platforms based on
audience, not features or format
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9. UCLA X469.21 Spring 2018

11. 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
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12. 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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14. • Organic vs. paid (sponsored posts)
• EdgeRank algorythm (affinity, weight and
recency)
• Insights (native analytics)
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16. Classic “bait & switch” – FB sold brands on investing in fans/likes, then changed the
algorithm to severely limit organic access those fans/likes
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17. Friends & Family First:
Algorithm changes to better promote users’ “mental health”
• More interactions between friends
• Less public content like posts from businesses, brands, and media
Local News > National News:
Prioritize local news over national news so users see content that has a direct impact on
them and their community
THEREFORE, for Brands:
Reach, referral traffic and video watch times likely to decrease further – at least in the
short run
So:
Know your audience. Use analytics to understand and refine what works. Incorporate
multimedia (video). Pay up to boost/expand reach.
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18. Recently 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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19. • 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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20. 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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21. Tweet Structure
- Headline or phrase
- Link
- Hashtag
It’s a micro blog post – tell a
story (with max 280 characters)
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22. • 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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23.  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.)
UCLA X469.21 Spring 2018

24. • 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
(try iWatermark app)
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25. • 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)
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26. • 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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27. … and many others.
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28. Certification can help you distinguish yourself as a platform expert… and the courses
are free:
• Facebook Blueprint
Teaches you how to use different Facebook tools available to marketers.
www.facebook.com/blueprint/certification
• Twitter Flight School
www.twitterflightschool.com
• Hubspot’s Inbound and Email Marketing certifications
www.academy.hubspot.com/certification
• Google AdWords/Analytics (advertising and metrics tools) Certification
www.google.com/partners
UCLA X469.21 Spring 2018

29. Instructor:
Erik Deutsch
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 4 (April 23):
Guest speaker:
Joel Paramo (@JoelParamo)
Digital Specialist
Porter Novelli
UCLA X469.21 Spring 2018