Instructor:

Erik Deutsch (@ErikDeutsch)

#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Fall 2014

Meeting 6 (Decenber 9):

•Final Project•Social Media Glossary - Key Terms•Organizations/Events to Check Out•Guest speaker:

Mark Horvath (@HardlyNormal)

Founder, InvisiblePeople.tv &

WeAreVisible.com

Find Journalists: Twitter (MuckRack), LinkedIn, Traditional Media Blogs

Engage and Build Relationships: Retweets, Links, Blog Comments

The "Social Media Pitch" ... Proceed with Caution!

Better yet... get "Trending." Traditional media journalists rely on social media for story ideas.

UCLA X425 Fall 2014

Web 2.0

The second generation of the Web, which includes blogs, wikis, social networking sites and other platforms that emphasize collaboration, sharing, and self publishing.

User-Generated Content (UCG)

All forms of user-created materials such as blog posts, reviews, podcasts, videos, comments and more.

Wiki

An online platform that allows many users to contribute to and edit a web page. Provides an easily reversible audit trail of edits and changes.

UCLA X425 Fall 2014

Crowdsourcing

Harnessing the skills, enthusiasm and productivity of many individuals to advance a project. (also note rising popularity of “Crowdfunding”)

Lurkers

People who observe but don't contribute discussions held via social media.

"The One Percent Rule" In any online community, about one per cent of the participants contribute new content regularly, another nine percent comment, and the rest lurk.

AstroTurfing

Fake or "synthetic" grassroots outreach.

UCLA X425 Fall 2014

Cloud computing ("the cloud")

The practice of using a network of remote servers hosted on the Internet to store, manage, and process data, rather than a local server.

Creative Commons

Is a not-for-profit licensing system that offers creators the ability to easily define how others may use their works.

Streaming media

Streaming media is video or audio content sent in compressed form over the Internet and played immediately, rather than being saved to the hard drive.

UCLA X425 Fall 2014

RSS Feeds

Really Simple Syndication. A content delivery platform that allows publishers to distribute their content via a feed read via an RSS "reader"

Widget

Small, stand-alone applications that can be embedded on a web page.

Meme

Rhymes with "team" or "dream." A virally-transmitted cultural symbol or social idea. A catchphrase or concept that spreads quickly from person to person.

UCLA X425 Fall 2014

Newsjacking

Redirecting the momentum from breaking news into your company’s favor by injecting a fresh perspective. Previously “next day” stories – now in 24/7 real time.

Pageview Journalism

She growing influence of “page views” on the quality reporting and storytelling skills that have defined the journalism industry for decades.

Mobile Optimization / Responsive Design

Web design approach to provide an optimal viewing experience with minimal resizing, scrolling, etc. across a wide range of devices (from desktop computers to mobile phones)

UCLA X425 Fall 2014

SoLoMo

“SOcial, LOcal and MObile.” Accessing social media is the number one mobile activity today. Where do they do it? In their local backyard. How do they do it? Everyone has a smartphone.

Long-Tail Keywords

Search queries that contain three or more keywords. Google’s new algorithm, Hummingbird, focuses on user intent, which is the concept behind long-tail keywords, making them an important part of your marketing strategy.

UX

Short for “user experience” - the experience your customer will have when they interact with your service or product.

UCLA X425 Fall 2014

Native Advertising

A web advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience. Native ad formats match both the form and the function of the user experience in which it is placed. (see also “Brand Journalism”)

UCLA X425 Fall 2014

Commonly Misused Terms:

Your business has a “page,” not a “fan page.”In 2007, Facebook first rolled out an option for businesses to get in on the social network. Your business could create an account, collect fans, and place ads. Today, however, “fan pages” are long gone. What your business has is simply a “page” or “business page.”

Say goodbye to Facebook “fans.”In 2010, Facebook Business Pages began collecting “likes” instead of “fans.” When discussing the number of people connected to your page, refer to them as “likes” to avoid sounding archaic.

Different social networks have different ways to share.Social networks differ in many ways, so it’s not surprising that they each have their own way to share information. The correct names for the ways you share are as follows: Facebook = posts; Twitter = tweets; Pinterest = pins, YouTube = uploads; and Google+ = posts.

UCLA X425 Fall 2014

UCLA X425 Fall 2014

UCLA X425 Fall 2014

UCLA X425 Fall 2014

Social Media Club - Los Angeles

(socialmediaclub.la / @smc_la)

DigitalLA

(digitalla.net / @digitalla)

Girls In Tech - Los Angeles

(girlsintechla.com)

WOMMA

Word of Mouth Marketing Association (womma.org)

SXSW Interactive

Every March in Austin, TX. "Spring Break" for geeks (sxsw.com)

UCLA X425 Fall 2014

New Media Expo (BlogWorld)

Las Vegas (blogworldexpo.com)

BlogHer

Conference for women bloggers (blogher.com)

Le Web

Europe's largest Internet event. Held each December in Paris. (leweb.net)

Internet Week

Held in NYC every Spring (internetweekny.com)

Social Media Week

Multiple cities around the world.

Held February and September. (socialmediaweek.org)

UCLA X425 Fall 2014

Profiles on Major Platforms Personal Blog Comment (blogs, forums, major social sites) Personal Hubto aggregate your social media content. - About.me - Flavors.me - Hiptic.com

- yourname.com

#UCLAX425 Fall 2014

Mark Horvath@HardlyNormal

Founder, Do-Gooder and Loud Mouth

InvisiblePeople.tv

WeAreVisible.com

Week 6 Guest Speaker

Thank you!

Stay in touch: @ErikDeutsch

•linkedin.com/in/erikdeutsch

•http://twitter.com/ErikDeutsch/•(class list: UCLAx425Fall2014