ucla x425 spring '14 - week 1
DESCRIPTION
TRANSCRIPT
Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Spring 2014
Meeting 1 (April 15): •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 (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.
UCLA X425 Spring 2014
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 Spring 2014
"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 Spring 2014
UCLA X425 Spring 2014
UCLA X425 Spring 2014
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 Spring 2014
UCLA X425 Spring 2014
UCLA X425 Spring 2014
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 Spring 2014
UCLA X425 Spring 2014
<< Here’s a pretty picture I found of someone else peeing>>
POST
UCLA X425 Spring 2014
eople you’re want to reach
bjectives
trategies
actics / technologies (“new shiny objects”)
UCLA X425 Spring 2014
#UCLAx425 Instructor: @ErikDeutsch
Meeting 1 (April 15):Guest speaker:
Clint Schaff (@clintschaff) VP and US General Manager, Dare
Former VP of Digital, Edelman