WEEK 3: Class PowerPoint
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This document outlines the topics and agenda for Meeting 3 of the UCLA course "Best Practices in Social Media for the Communications Professional". The meeting will cover Facebook and Twitter basics, metrics for measuring social media success, and a guest speaker from Business Wire. It provides information on setting up profiles and pages on Facebook, engaging audiences on Twitter, and key performance indicators to track including reach, clicks, and time spent on sites.
WEEK 3: Class PowerPoint
- 1. 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
- 2. 1. Personal Profiles 2. Groups 3. Brand Pages UCLA X469.21 Spring 2015
- 3. Facebook “Customers” vs. “Users” - Advertisers are the “Customers” - Users are the “Product” FB is a consumer data collection engine and ad serving platform UCLA X469.21 Spring 2015
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- 5. • 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 X469.21 Spring 2015
- 6. • 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 X469.21 Spring 2015
- 7. • 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 X469.21 Spring 2015
- 8. • 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 X469.21 Spring 2015
- 9. 1. General Status Update 2. The Retweet (RT and MT) 3. The @Mention 4. The @Reply 5. Direct Messages (DM) 6. Hashtag Tweet (#) UCLA X469.21 Spring 2015
- 10. 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 UCLA X469.21 Spring 2015
- 11. • 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 UCLA X469.21 Spring 2015
- 12. • YouTube & Vine - Video Sharing • Flickr & Instagram - Photo Sharing • Pinterest – Scrapbooking • LinkedIn – Professional Networking • Snapchat – Messaging • Foursquare – Geolocation • Google+ - Facebook Competitor (“Hangouts”) UCLA X469.21 Spring 2015
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- 15. • 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) UCLA X469.21 Spring 2015
- 16. • 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. UCLA X469.21 Spring 2015
- 17. 1. Situation Analysis 2. Goals 3. Target Audiences 4. Competitive Analysis 5. Strategies 6. Tactics 7. Measurement The Final Project UCLA X469.21 Spring 2015
- 18. 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 • Engage with current/prospective customers and generate sales • Expand company’s leads database and community of followers UCLA X469.21 Spring 2015
- 19. Strategy = 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 UCLA X469.21 Spring 2015
- 20. 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? UCLA X469.21 Spring 2015 Arm & Hammer Baking Soda (circa 1970s)
- 21. 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