week 3: class powerpoint

Best Practices in Social Media for the Communications Professional

Instructor:

Erik Deutsch (@erikdeutsch)

#SocMedUCLA

Meeting 3 (April 28): Facebook & Twitter Basics Can/Should Social Media Supplant Traditional Websites Getting Followers & Engaging Key Performance Indicators (KPIs) Final Project Template The PR Pro’s “Social Media ToolKit” Guest speaker: Serena Ehrlich (@Serena) Director of Social/Evolving Media, Business Wire

UCLA X469.21 Spring 2015

1. Personal Profiles2. Groups3. Brand Pages

3 Types of Facebook Pages


Facebook “Customers” vs. “Users”

- Advertisers are the “Customers”

- Users are the “Product”

FB is a consumer data collection engine

and ad serving platform


Advantages of Using FB as Your

Primary Online Hub

• Easy set up and maintenance• Quickly upload all types of information• Inherently viral platform• People login EVERY DAY!• 1 BILLION strong (“fish where the fish are”)


Limitations of Using FB as Your Primary Online Hub

• Facebook is always changing

• Ownership -- Facebook controls access and can change the rules

• Provides limited SEO benefit

• Facebook doesn’t provide fan contact information

• Not everyone is on Facebook (though fan pages are public)

• Facebook is now a paid platform – Reach<2.5%, click through rate = 0.14% for “big” pages


• Newsfeed “improvements” (sponsored posts)

• Edgerank algorythm (affinity, weight and recency)

• Facebook insights (publisher analytics)

• “Nearby Friends” – lets users see which of their FB friends are nearby (ala Foursquare/Swarm)

User experience vs. monetization... again, users are the product, advertisers are the customer.

Facebook: Recent Changes


• Quality over quantity.

• Shorter posts (to generate more engagement).

• Provide a link (and hashtag)

• Ask questions (to ignite a dialogue).

• Use photos, links and videos (for higher edgegrank).

• Get creative.

Facebook Brand Page Tips


Different Types of Tweets

1. General Status Update2. The Retweet (RT and MT)3. The @Mention4. The @Reply 5. Direct Messages (DM) 6. Hashtag Tweet (#)


Tweet Structure

Dissecting the semantics of a tweet gives us a sense of best practice, but keep in mind this isn't a one-size-fits-all deal. Keep it real and get in your own groove.

Start with: - Headline or phrase - Link - Hashtag

General Tweet Structure


A few Twitter facts/figures• Tweets with image and video links have 5 times the

engagement rate

• More than 20 million fake Twitter users, and 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 nearly 70 million followers

• Ellen’s photo of celebs at last year’s Oscars generated an incredible 3.4 million retweets within hours


Other Platforms You Need to Grasp

• YouTube & Vine - Video Sharing • Flickr & Instagram - Photo

Sharing• Pinterest – Scrapbooking • LinkedIn – Professional

Networking • Snapchat – Messaging • Foursquare – Geolocation • Google+ - Facebook Competitor

(“Hangouts”)


Getting More Followers – Quick Tips

• 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 other users in your posts (“ego bait”)

• Promote everywhere (email sig, website, marketing collateral, etc.)

• Buy them... literally (but don’t)


Even More Important than “Followers”

KPIs for Content Marketing• Reach/Impressions – # of individuals who saw your content

• Clickthrus – # of times someone used a link you posted

• Unique Visitors –# of distinct individuals visiting your website

• Page Views – # of times a user visited a particular page on your website

• 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 user responded to your call to action.


Social Media PR Plan Outline

1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. Measurement

The Final Project


Social Media PR Plan OutlineThe Final Project

It starts with your GOALS!

Vague Social Media Goals: • Increase awareness among key audiences• Enhance company’s image online• Promote company’s products/services

More Specific Social Media Goals: • Drive website traffic and new customer leads• Engage with current/prospective customers and generate sales• Expand company’s leads database and community of followers


Strategy vs. TacticsStrategy = General Plan of Action

e.g., Divide & Conquer

Tactics = Specific Actions to Carry Out Strategy

e.g., Gather intelligence, destroy enemy communications,

ground invasion, etc.

Or put another way...

A strategy is an idea or conceptualization of how a goal will be achieved.

A tactic is an action to execute the strategy


Strategy vs. Tactic

Goal: Turn the tide and increase sales of baking soda

Strategy: Devise new uses for baking soda

Tactics: Advertising infomercials, retail promotions, etc.

Quiz... Is "build a Facebook page" a strategy or a tactic?


Arm & Hammer Baking Soda (circa 1970s)

Instructor: Erik Deutsch (@ErikDeutsch)

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

UCLA X425 Fall 2014

Meeting 3 (April 28):Guest speaker:

Serena Ehrlich (@Serena) Director of Social & Evolving Media

Business Wire

week 3: class powerpoint

Education

facebook customers

platform ucla x469

public facebook

brand pages ucla x469

facebook controls access

business wire ucla x469

fan pages

customers users