ucla x469.21 - fall '15 week 1

Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA

Best Practices in Social Media for the Communications Professional

UCLA X469.21 Fall 2015

Meeting 1 (October 13): • Course overview and intros• Who "owns" social media• What makes someone a social media "expert"• Getting buy-in, managing expectations and demonstrating ROI • Quick overview of key social media platforms • The growing shift from “organic” to “paid”• Guest speaker:

Clint Schaff (@clintschaff) US General Manager, DARE Digital/Camp Playa

Appropriate Course Hashtags: #SocMedUCLA #PR#socialmedia#GreatestClassEver

Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet (and more recently FB, Instagram, etc.). It provides a way to categorize posts and make them easy to find for people interested in a specific topic.

UCLA X469.21 Fall 2015

Inppropriate Course Hashtags: #LameClass#DorkInstructor#Boring#SocMedUCLAsucks

• Principal, ExcelPR Group• Immediate Past-President, PRSA-LA• Instructor, UCLA Extension• @ErikDeutsch• excelpr.com

UCLA X469.21 Fall 2015

Get comfortable. This is an extremely informal class.

UCLA X469.21 Fall 2015

The term Social Media refers to the use of web-based and mobile technologies that turn communication into an interactive dialogue. It is based on the creation and exchange of user-generated content.

Content is no longer created just by professional content producers and then consumed by the public... everyone can be a content producer with the capacity to reach a global audience.

UCLA X469.21 Fall 2015

Pre-Web (early '90s): email, news groups, file transfer (FTP) Web 1.0 (1993): websites and search - not inherently social Web 2.0 (late '90s): user-generated content - blogs, wikis, bookmarking, virtual worlds, social networks

What’s Next?

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

Newspaper ads don't work -- readership is dwindling

TV ads don't work - we have DVRs

Telemarketing doesn't work -- we have caller ID

Email doesn't work -- we have spam filters

Banner ads don't work -- we have popup blockers (plus there’s click fraud)

Social media works – but you have to do it right (you have to be “social”)

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

① Learn how to write! Effective messages trump technology

② Learn how to listen! Join the conversation

③ Learn how to use the major social media platforms!

④ Understand SEO!

⑤ Learn how to produce "social" content!

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

<< Here’s a pretty picture I found of someone else peeing>>

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

UCLA X469.21 Fall 2015

POST

UCLA X469.21 Fall 2015

eople you’re want to reach

bjectives

trategies

actics / technologies (“new shiny objects”)

UCLA X469.21 Fall 2015

#SocMedUCLA Instructor: @ErikDeutsch

Meeting 1 (October 13):Guest speaker:

Clint Schaff (@clintschaff) US General Manager,

DARE Digital/Camp Playa