1. Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Best Practices in Social Media
for the Communications
Professional
UCLA X425 Spring 2013
Meeting 2 (April 23):
Key Platforms
Nothing is “Off-the-Record”
Can Social Media Replace Traditional
Websites?
Overcoming Fear
ROI
The PR Pro’s “Social Media ToolKit”
Do You Need a Social Media Policy?
Guest speaker:
Serena Ehrlich (@serena)
Director of Marketing, Mogreet

2. Social Media is:
• Easy to post
• Easy to share
• Easy to find
• Hard to remove
UCLA X425 Spring 2013

3. 1. Personal Profiles
2. Groups
3. Brand Pages
Also, the omnipresent “Like” button,
apps (e.g., Farmville), online
contests/giveaways, widgets, etc.
UCLA X425 Spring 2013

4. Facebook “Customers”
vs. Facebook “Users”
Advertisers are Facebook’s
customers
Users are “the product”
UCLA X425 Spring 2013

5. UCLA X425 Spring 2013

6. • 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”)
UCLA X425 Spring 2013

7. • 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)
UCLA X425 Spring 2013

8. • Newsfeed “improvements” (“pinned” or “highlighted” posts)
• Edgerank algorythm (affinity, weight and recency)
• Facebook insights (publisher analytics)
• Subscribe to brand pages
• Premium offers/ “sponsored” stories (brings advertising to the
newsfeed)
UCLA X425 Spring 2013

9. • Quality over quantity.
• Shorter posts (to generate more engagement).
• Ask questions (to ignite a dialogue).
• Use photos, links and videos (for higher edgegrank).
• Get creative.
UCLA X425 Spring 2013

10. UCLA X425 Spring 2013
1. General status updates (share info / links)
2. The Retweet (RT)
3. The @Mention
4. The @Reply
5. Direct Messages (DM)
6. Hashtag tweet (#)
7. Multimedia Tweet (using 3rd-party apps
e.g., twitpic, twitvid, vine, etc.)

11. UCLA X425 Spring 2013
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 - using tags that influencers use to get
noticed in those niche circles

12. UCLA X425 Spring 2013
• YouTube – Video Sharing
• Flickr and Instagram– Photo Sharing
• Pinterest – Scrapbooking
• LinkedIn – Professional Networking
• Foursquare – Geolocation
• Google+ - Facebook Competitor

13. FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
3. People can say mean things about us
UCLA X425 Spring 2013

14. UCLA X425 Spring 2013
• Generate awareness
• Increase engagement
• Increase influence
• Motivate action
(purchases, leads, etc.)

15. UCLA X425 Spring 2013
• Awareness - Website visitors, page views,
fans/followers, etc. (tangible metrics)
• Engagement - Comments (blog, Facebook),
retweets, time spent on the website, etc.
• Influence - Third-party mentions, inbound links, etc.
• Action - Conversions, sign-ups, downloads,
purchases, etc.

16. Instructor:
Erik Deutsch (@ErikDeutsch)
Twitter hashtag:
#UCLAx425
Best Practices in Social Media
for the Communications
Professional
UCLA X425 Spring 2013
Meeting 2 (April 23):
Guest speaker:
Serena Ehrlich (@Serena)
Director of Marketing, Mogreet