ucla x469.21 - spring '16 week 1

Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA

Best Practices in Social Media for the Communications Professional

UCLA X469.21 Spring 2016

Meeting 1 (April 5): • Course overview, requirements & intros• What makes someone a social media "expert"• The shift from “organic” to “paid” • How to avoid “shiny object syndrome”• Key social media platforms • Guest speaker:

Serena Ehrlich (@Serena) Director of Social & Evolving Media, Business Wire

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 Spring 2016

Other Appropriate Course Hashtags: #PR#socialmedia#GreatestClassEver

UCLA X469.21 Spring 2016

Inppropriate Course Hashtags: #LameClass#DorkInstructor#SocMedUCLAsucks

• Principal, ExcelPR Group• 20+ Years PR/Content Creation• Past-President, PRSA-LA• Instructor, UCLA Extension• @ErikDeutsch• excelpr.com

UCLA X469.21 Fall 2016

The Cobbler’s Kids Have No Shoes

UCLA X469.21 Spring 2016

Get comfortable. This course is very informal.

UCLA X469.21 Spring 2016

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 Spring 2016

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 Spring 2016

UCLA X469.21 Spring 2016

UCLA X469.21 Spring 2016

UCLA X469.21 Spring 2016

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 Spring 2016

UCLA X469.21 Spring 2016

UCLA X469.21 Spring 2016

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 Spring 2016

UCLA X469.21 Spring 2016

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

UCLA X469.21 Spring 2016

UCLA X469.21 Spring 2016

UCLA X469.21 Spring 2016

UCLA X469.21 Spring 2016

UCLA X469.21 Spring 2016

UCLA X469.21 Spring 2016

POST

UCLA X469.21 Spring 2016

eople you’re want to reach

bjectives

trategies

actics / technologies (“new shiny objects”)

UCLA X469.21 Spring 2016

#SocMedUCLA Instructor: @ErikDeutsch

Meeting 1 (April 5):Guest speaker:

Serena Ehrlich (@Serena)

Director, Social and Evolving Media Business Wire