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UCLA X425 Week 5
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UCLA X425 Week 5

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UCLA X425 Week 5 Presentation Transcript

  • 1. Meeting 5 (May 1):Best Practices in Social Mediafor the Communications •Traditional vs. social mediaProfessional •Blog Platforms •Working with bloggers/citizen journalists •Dealing with empowered consumers,Instructor: negative comments and the real-timeErik Deutsch (@erikdeutsch) •Using social media for “old school” media#UCLAx425 relations •Guest speakers: Babette Pepaj (@BakeSpace) Founder, BakeSpace.com and TECHmunch Food Blogger Conference Beth Mansfield (@BethMansfield and @CarlsJr), Director of PR, CKE Restaurants, Inc. UCLA X425 Spring 2012
  • 2. UCLA X425 Spring 2012
  • 3. PR pitch --> Media coverage --> Public consumptionTraditional Media GatekeepersUCLA X425 Spring 2012
  • 4. Everyone. Everything. Everywhere. All the Time. In All Directions.“Tradigital”UCLA X425 Spring 2012
  • 5. Traditional media "hits" are just the beginning, not the end, of the journey...UCLA X425 Spring 2012
  • 6. TRADITIONAL SOCIALProfessional Journalists User Generated/Citizen JournalistsEditorial process/oversight Anything GoesExpensive Infrastructure Free or Low Cost Tools OnlineBroadcast Narrowcast (Niche) /TargetedOne-Way Consumed Two-Way/Multidirectional (interactive conversationNext Day Water Cooler Discussion Immediate Opportunity to Go Viral UCLA X425 Spring 2012
  • 7. • Full-Scale: Wordpress, Blogger, Typepad• Hybrid or "Lifestream": Tumblr, Posterous• Micro: Twitter UCLA X425 Spring 2012
  • 8. Full Platforms:Wordpress, Blogger & TypePad - Lots of free and paid templates - Customization - Hosted or unhosted - WidgetsHybrid or "Lifestream" PlatformsTumblr & Posterours - Simple, quick and easy - Limited capabilities and customizationMicro PlatformsTwitterUCLA X425 Spring 2012
  • 9. UCLA X425 Spring 2012
  • 10. 1) Dont "carpet bomb"2) Be social3) Provide "social" content4) Make it "profitable" for the blogger PR = Page RankNote "Paid" vs. "Earned" Media... UCLA X425 Spring 2012
  • 11. UCLA X425 Spring 2012
  • 12. Meeting 5 (November 8): Guest speakers:Babette Pepaj (@BakeSpace) Beth Mansfield (@BethMansfield) Founder, BakeSpace.com and Director of PR @CarlsJrTECHmunch Food Blogger ConferenceUCLA X425 Spring 2012