Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Fall 2013

Meeting 1 (October 8): •Course overview•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 •Guest speaker:

Clint Schaff (@clintschaff) Clint Schaff CreativeFormer VP of Digital at Edelman

Appropriate Course Hashtags: #UCLAx425#PR#socialmedia#GreatestClassEver#InstructorKnowsHisShiznet

Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It provides a way to categorize tweets and make them easy for people interested in a specific topic to find on Twitter.

UCLA X425 Fall 2013

Inppropriate Course Hashtags: #LameClass#DorkInstructor#Boring#UCLAx425sucks

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 X425 Fall 2013

"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

UCLA X425 Fall 2013

UCLA X425 Fall 2013

UCLA X425 Fall 2013

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

Social media works - but you have to do it right

UCLA X425 Fall 2013

UCLA X425 Fall 2013

UCLA X425 Fall 2013

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 X425 Fall 2013

UCLA X425 Fall 2013

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

POST

UCLA X425 Fall 2013

eople you’re want to reach

bjectives

trategies

actics / technologies (“new shiny objects”)

UCLA X425 Fall 2013

#UCLAx425 Instructor: @ErikDeutsch

Meeting 1 (October 8):Guest speaker:

Clint Schaff (@clintschaff) Clint Schaff Creative

Former VP of Digital, Edelman