UCLA x425 "Best Practices in Social Media for the PR Professional" Fall 2014 (WEEK 2) Powerpoint. Instructor: Erik Deutsch, ExcelPR Group

1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Meeting 2 (November 4):
Nothing is “Off-the-Record”
Key Platforms
Brands as publishers/content
producers
•Online promotions, contests and
giveaways
•Guest speakers:
Babette Pepaj (@BakeSpace)
CEO, BakeSpace, Inc.
Dan Portnoy (@DanPortnoy)
Head Honcho,
Portnoy Media Group
UCLA X425 Fall 2014

2. Social Media is:
• Easy to post
• Easy to share
• Easy to find
• Hard (if not impossible) to delete
UCLA X425 Fall 2014

3. 1. Personal Profiles
2. Groups
3. Brand Pages
UCLA X425 Fall 2014

4. Facebook “Customers” vs. “Users”
- Advertisers are the “Customers”
- Users are the “Product”
FB is, at its core, a consumer data
collection engine and ad server
UCLA X425 Fall 2014

5. UCLA X425 Fall 2014

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 Fall 2014

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)
• Facebook is now a paid platform – Reach<2.5%, click
through rate = 0.14% for “big” pages
UCLA X425 Fall 2014

9. • 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.
UCLA X425 Fall 2014

10. • 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.
UCLA X425 Fall 2014

11. 1. General status updates (share info / links)
2. The Retweet (RT and MT)
3. The @Mention
4. The @Reply
5. Direct Messages (DM)
6. Hashtag tweet (#)
UCLA X425 Fall 2014

12. 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
UCLA X425 Fall 2014

13. • 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 runs about $200
thousand
• Katy Perry is the queen of Twitter over 51 million followers
surpassing Justin
• Ellen’s photo of celebs at this year’s Oscars generated an
incredible 3.4 million retweets within hours
UCLA X425 Fall 2014

14. • YouTube – Video Sharing/Storytelling
• Flickr and Instagram– Photo Sharing
• Pinterest – Scrapbooking
• LinkedIn – Professional Networking
• Foursquare – Geolocation
• Google+ - Facebook Competitor
(“Hangouts”)
UCLA X425 Fall 2014

17. #UCLAx425
WEEK 2 GUEST SPEAKER
Guest speaker:
Dan Portnoy (@DanPortnoy)
Head Honcho, Portnoy Media Group
UCLA X425 Fall 2014