Best Practices in Social Media for the Communications Professional Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA Meeting 2 (October 17): Traditional vs. Social Media Paid, Earned, Shared & Owned Can/Should Social Media Supplant Traditional Websites ROI, KPIs and Measuring Success Developing a Social Media “Playbook” Final Project Template – Social Media Plan Outline Guest speaker: Clint Schaff (@ClintSchaff) UCLA X469.21 Fall 2016
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Best Practices in Social Media for the Communications Professional
Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA
Meeting 2 (October 17): Traditional vs. Social Media Paid, Earned, Shared & Owned Can/Should Social Media Supplant Traditional Websites ROI, KPIs and Measuring Success Developing a Social Media “Playbook” Final Project Template – Social Media Plan Outline Guest speaker: Clint Schaff (@ClintSchaff) VP of Strategy & Development
Los Angeles Times
UCLA X469.21 Fall 2016
“Traditional” Media
UCLA X469.21 Fall 2016
New Media
UCLA X469.21 Fall 2016
TRADITIONAL
Traditional vs. Social MediaSOCIAL
Broadcast
Expensive Infrastructure
One-Way (Publisher to Consumer)Letter to the Editor/Public Access TV - C’mon!
Next-day water cooler discussion
No barriers - Free tools online
Narrowcast (Niche) / Targeted
Two-Way/Multidirectional (interactive dialogue)
Immediate opportunity to share/go viral
Professional journalists (gatekeepers) User Generated Content (UGC)
Editorial process/oversight
Editorial is distinct from advertising
Anything goes
Anything goes
UCLA X469.21 Fall 2016
Traditional display/banner advertising Native advertising (promoted Tweets, sponsored FB and blog posts, etc.) SEM (e.g., AdWords) Promotions
Traditional Media (news coverage, feature segments, appearances, etc.)Bloggers (but shifting from Earned to Paid) Influencers (but shifting from Earned to Paid)
Social Networking Sites, Apps, Forums, etc.WOM (word-of-mouth)
Your own Website/Blog and syndicated branded content
PAID
EARNED
SHARED
OWNED
The New Landscape – “PESO”
Know and understand the vocabulary – Paid, Earned, Shared & Owned
UCLA X469.21 Fall 2016
UCLA X469.21 Fall 2016
Consumers want content to appear in their “Feed”
UCLA X469.21 Fall 2016
Advantages of Using FB as Your
Primary Online Hub• 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 Fall 2016
Disadvantages of Using FB as Your
Primary Online Hub• Facebook is always changing
• Ownership -- they control access and can change the rules
• Provides limited SEO benefit
• 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
Specific Goals: Drive website traffic, engage with existing/new customers and generate sales, expand company’s leads database, position company leaders as experts in their field
Goals
UCLA X469.21 Fall 2016
• Tied directly to your Goals.
• Be specific: • Think beyond “customers/donors” and “the public at large”• B2B and/or B2C markets• Demographic, geographic,
psychographic, behavioristic, etc.• Basic demographics include age, gender,
income, profession, education, family size, homeowner, marital status, etc.
UCLA X469.21 Fall 2015
Target Audiences
Strategy:
Plan of action for achieving a goal or solving a problem (derived from the Greek word for leading an army).
Tactic:
Means by which a strategy is carried out – specific action items (derived from the Greek word for arranging or ordering)
Strategies & Tactics
UCLA X469.21 Fall 2016
Strategies vs. TacticsStrategy = General Plan of Action (what you’re going to do)
e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy (how you’re going to do it)