Week 4: A Conversation with Guest Speaker Joel Paramo by Aline Rego
By UCLA X469.21 Student Aline Rego
Hello Classmates,
Aline Rego
Is it just me, or are Monday nights more productive and exciting since this course started? Erik, I have to say, it’s a smart idea to bring interesting and savvy guest speakers to our class every week! 😊
Our meeting on April 23rd was no exception, as we had another amazing guest speaker, Joel Paramo, a young and clever executive from Porter Novelli. During his discussion, Joel walked us through his favorite tools for social media monitoring, measurement, content creation and engagement. Below is a bullet point summary:
Joel Paramo
- Monitoring:
Hootsuite, SproutSocial and Bit.ly (such platforms come in free and/or free and paid versions)
- Measurement:
Google Analytics (free)
Iconosquare – for Instagram (free)
Affinio and Sysomos (paid and costly)
- Content creation:
Adobe and iMovie (free versions available)
Inshot and Magisto
- Engagement:
Shapr (paid)
Joel also reminded us about the Importance of the PESO model;
- Paid Media – advertising, paid promotions, search engine marketing, etc.
- Earned Media – editorial/news coverage, reviews, unpaid blog and influencer engagement
- Shared Media – social networking feeds, word-of-mouth, etc.
- Owned Media – website, blog, e-mail, etc.
And a few of the main social KPIs to track:
- Total Followers;
- Total Post Likes per Month;
- Total Post Comments per Month;
- Total Video Views per Month;
- Total Story Views (Facebook/Instagram) per Month;
Joel also gave us insightful tips about so-called Dark Posts, which are sponsored newsfeed-style ads that appear on fans’ newsfeeds but don’t post to the brand’s timeline. In addition, he explained how to develop a well-organized social media content calendar.
Joel’s presentation made me conscious of how important it is for the digital marketing strategy to have SMART Goals, clear objectives and well-defined KPIs. He also affirmed the importance of monitoring and adjusting efforts constantly to ensure you stay relevant to your business goals.
I am so glad I enrolled in this class! 😊
Use the following links to connect with Joel online:
Twitter: @joelparamo
LinkedIn: https://www.linkedin.com/in/joelparamo
Instagram: @joelparamo
