UCLA X425 SPRING '14 - WEEK 4

Instructor: Erik Deutsch (@ErikDeutsch)#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Spring 2014

Meeting 4 (May 6): •SEO for the PR pro•Online reputation management•Content syndication and newsfeeds•Make yourself easy to find (inbound links and referrer sites)

•Guest speaker: Tony Adam (@TonyAdam) Founder & CEO, Eventup

• 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)



• 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

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


The Final Project


The 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•Use branded content to attract and engage with current and prospective customers •Expand company’s leads database and community of followers

• Foursquare, Gowalla, Facebook Places, Yelp• Induce consumers to "check in" and share their

location

How?• Special offers• Discounts/coupons• Recognition• Status


• "Quick Response" akin to a bar code

• Make accessing information easy on-the-go from a web page or other online content

• Use by "scanning" the code via smart phone equipped with a QR code reader app

• Easy and free to generate (can also customize)

• Good Uses: product packaging, print ads, business cards, storefront displays, restaurant menus, real estate, etc. Landing page should be optimized for mobile!

• Bad Uses: Moving vehicles, distant billboards, subways/airplanes (places with no cell/data signal)


Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings.



1) Relevance (based on your content – page titles, keywords, tags,

etc.) 2) Authority (based on your inbound links – note .edu and .gov

vs. the rest – the NY Times trumps a small time blogger)

SEM - Search Engine Marketing •Purchasing links

•Akin (in PR speak) to "Earned" vs. "Paid" media



The results that come up when you perform a Google search


And remember... all content and links are not created equal.

"The solution to pollution is dilution."


Develop multiple content assets to help push down negative links (as well as negative, autosuggested searches).

Tactics: YouTube videos, topic-specific landing pages (with embedded YouTube videos), press releases via online wire services, blog entries and

social media profiles.

"The solution to pollution is dilution."

Instructor: Erik Deutsch (@ErikDeutsch)

Twitter hashtag: #UCLAx425

Best Practices in Social Media for the Communications Professional


Meeting 4 (May 6):Guest speaker:

Tony Adam (@TonyAdam) Founder & CEO, Eventup

UCLA X425 SPRING '14 - WEEK 4

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