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.


Other Appropriate Course Hashtags: #PR#socialmedia#GreatestClassEver


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


Get comfortable. This course is very informal.


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

What’s Next?


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”)


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!



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

POST


eople you’re want to reach

bjectives

trategies

actics / technologies (“new shiny objects”)


#SocMedUCLA Instructor: @ErikDeutsch

Meeting 1 (April 5):Guest speaker:

Serena Ehrlich (@Serena)

Director, Social and Evolving Media Business Wire

ucla x469.21 - spring '16 week 1

Education