Social Media Best Practices for the Communications Professional

1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
UCLA X469.21 Fall 2015
Meeting 1 (October 13):
• Course overview and intros
• 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
• The growing shift from “organic” to
“paid”
• Guest speaker:
Clint Schaff (@clintschaff)
US General Manager, DARE Digital/Camp Playa

2. 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.
UCLA X469.21 Fall 2015
Inppropriate Course Hashtags:
#LameClass
#DorkInstructor
#Boring
#SocMedUCLAsucks

3. • Principal, ExcelPR Group
• Immediate Past-President, PRSA-LA
• Instructor, UCLA Extension
• @ErikDeutsch
• excelpr.com
UCLA X469.21 Fall 2015

4. Get comfortable.
This is an extremely informal class.
UCLA X469.21 Fall 2015

5. 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 X469.21 Fall 2015

6. 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?
UCLA X469.21 Fall 2015

7. UCLA X469.21 Fall 2015

8. UCLA X469.21 Fall 2015

9. UCLA X469.21 Fall 2015

10. 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”)
UCLA X469.21 Fall 2015

11. UCLA X469.21 Fall 2015

12. UCLA X469.21 Fall 2015

13. 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!
UCLA X469.21 Fall 2015

14. UCLA X469.21 Fall 2015
<< Here’s a pretty picture I found of someone else peeing>>

15. UCLA X469.21 Fall 2015

16. UCLA X469.21 Fall 2015

17. UCLA X469.21 Fall 2015

18. UCLA X469.21 Fall 2015

21. P
O
S
T
UCLA X469.21 Fall 2015
eople you’re want to reach
bjectives
trategies
actics / technologies
(“new shiny objects”)

22. UCLA X469.21 Fall 2015
#SocMedUCLA Instructor: @ErikDeutsch
Meeting 1 (October 13):
Guest speaker:
Clint Schaff (@clintschaff)
US General Manager,
DARE Digital/Camp Playa