1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@ErikDeutsch)
#UCLAx425
UCLA X425
Meeting 4 (October 29):
•SEO for the PR pro
•Online reputation management
•Content syndication and newsfeeds
•The “social media news release” and
online newsroom
•Make yourself easy to find (inbound links
and referrer sites)
•Guest speaker:
Tony Adam (@TonyAdam)
Founder & CEO, Eventup
Fall 2013

3. The Final Project
1.
2.
3.
4.
5.
6.
7.
UCLA X425
Situation Analysis
Goals
Target Audiences
Competitive Analysis
Strategies
Tactics
Measurement
Fall 2013

4. • Foursquare, Gowalla, Facebook Places, Yelp
• Induce consumers to "check in" and share their
location
How?
•
•
•
•
Special offers
Discounts/coupons
Recognition
Status
UCLA X425
Fall 2013

5. •
"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)
UCLA X425
Fall 2013

6. 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.
UCLA X425
Fall 2013

7. 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)
UCLA X425
Fall 2013

8. SEM - Search Engine Marketing
•Purchasing links
•Akin (in PR speak) to "Earned" vs. "Paid" media
UCLA X425
Fall 2013

9. The results that come up when you
perform a Google search
UCLA X425
Fall 2013

10. "The solution to pollution is dilution."
And remember...
all content and links are not created equal.
UCLA X425
Fall 2013

11. "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 through online wire services, blog entries and social
media profiles.
UCLA X425
Fall 2013

12. UCLA X425
Fall 2013

13. 1.
2.
3.
Use relevant keywords
(and position them
prominently)
Use “anchor text”
(embedded) links
Short, SEO and Tweetfriendly headlines
(Google displays
roughly first 65
characters in search
results)
UCLA X425
Fall 2013

14. Best Practices in Social Media
for the Communications
Professional
Meeting 4 (October 29):
Guest speaker:
Instructor:
Erik Deutsch (@ErikDeutsch)
Twitter hashtag:
#UCLAx425
UCLA X425
Tony Adam (@TonyAdam)
Founder & CEO, Eventup
Fall 2013