ucla x469.21 spring '15 week 1

Instructor:

Erik Deutsch (@erikdeutsch)

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

UCLA X469.21 Spring 2015

Meeting 1 (April 14):

• 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:

Dana Block (@danailene) Group Account Director, Allison + Partners

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.


Inppropriate Course Hashtags:

#LameClass

#DorkInstructor

#Boring

#SocMedUCLAsucks

• Principal, ExcelPR Group

• Past-President, PRSA-LA

• Instructor, UCLA Extension

• @ErikDeutsch

• excelpr.com


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.


"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



-Shift from “earned” or “organic” to “pay-to-play” -Rise of social messaging platforms such as Snapchat and Whatsapp - “quasi social networks” with an extreme youth focus

That said…

-Nearly 1.4 billion Facebook users generate 4.5 billion likes daily

-284 million active Twitter users posting 500 million tweets/day

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”)


a. Learn how to write! Effective messages trump technology

a. Learn how to listen! Join the conversation

a. Learn how to use the major social media platforms!

b. Understand SEO!

c. Learn how to produce "social" content!



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

P

O

S

T


eople you’re want to reach

bjectives

trategies

actics / technologies (“new shiny objects”)


#SocMedUCLA Instructor: @ErikDeutsch

Meeting 1 (April 14):

Guest speaker:

Dana Block (@danailene) Group Account Director,

Allison + Partners

ucla x469.21 spring '15 week 1

Education

social ucla x469

social networks ucla

postucla x469

social content

social web

fraud social media

term social media

social media expert