Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Spring 2014

Meeting 5 (May 13): •Traditional vs. social media•Blog Platforms•Working with bloggers/citizen journalists•Dealing with empowered consumers, negative comments and the real-time •Using social media for “old school” media relations•Guest speakers: Siobhan O’Neill (@angelcityblues) VP, Digital at Edelman Jeremy Pepper (@jspepper) Social Media Consultant

UCLA X425 Spring 2013 4

PR pitch --> Media coverage --> Public consumption Traditional Media Gatekeepers

UCLA X425 Spring 2014

Everyone. Everything. Everywhere. All the Time. In All Directions.

Content that is Consumed and Shared.“Tradigital”

UCLA X425 Spring 2014

UCLA X425 Spring 2014

Traditional media "hits" are just the beginning, not the end, of the journey...

TRADITIONAL

UCLA X425 Spring 2014

SOCIAL

Broadcast

Expensive Infrastructure

One-Way Consumed

Next Day Water Cooler Discussion

Free or Low Cost Tools Online

Narrowcast (Niche) / Targeted

Two-Way/Multidirectional (interactive conversation)

Immediate Opportunity to Go Viral

Professional Journalists User Generated/Citizen Journalists

Editorial process/oversight

Editorial is distinct from advertising

Anything goes

Anything goes

UCLA X425 Spring 2014

Today’s Media Landscape

+ “SHARED” (aka Social) – and it’s all CONVERGING.

UCLA X425 Spring 2014

1. Full-Scale: Wordpress, Blogger, Typepad

2. Hybrid or "Lifestream": Tumblr, Posterous

3. Micro: Twitter

UCLA X425 Spring 2014

Full Platforms:Wordpress, Blogger & TypePad

- Lots of free and paid templates - Customization- Hosted or unhosted - Widgets and plugins

Hybrid or "Lifestream" Platforms Tumblr & Posterours

- Simple, quick and easy- Limited capabilities and customization

Micro PlatformsTwitter

UCLA X425 Spring 2014

UCLA X425 Spring 2014

1) Don't "carpet bomb" or “spray and pray” 2) Be social 3) Provide "social" content 4) Make it "profitable" for the blogger

PR = Page Rank 5) Be prepared to pay up! Understand "Paid" vs. "Earned" Media... ... as well as “Owned” and “Shared

UCLA X425 Spring 2014

Jeremy Pepper (@jspepper) Social Media Consultant

Siobhan O’Neill (@angelcityblues)VP, Digital at Edelman

Meeting 5 (May 13):Guest speakers: