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UCLA X469.21 FALL '17 - WEEK 1


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UCLA X469.21 FALL '17 - WEEK 1

  1. 1. Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA Best Practices in Social Media for the Communications Professional UCLA X469.21 Fall 2017 Meeting 1 (October 16): • Course overview and intros • What makes someone an "expert" • The shift from “organic” to “paid” • How to avoid “shiny object syndrome” • Key social media platforms • Developing a Social Media Playbook • Guest speaker: Clint Schaff(@ClintSchaff) VP of Strategy & Development Los Angeles Times
  2. 2. UCLA Extension Enhanced Support Email: Phone: Toll-free at (866) 269-7289 (US only) or (310) 206-4563. Monday - Friday, 7am to 6pm (Pacific Time). Website: The UCLA Extension course management team assists students with Canvas- related technical support, as well as general administrative questions. UCLA X469.21 Fall 2017
  3. 3. Get comfortable. This course is very informal. UCLA X469.21 Fall 2017
  4. 4. • Principal, ExcelPR Group • 20+ Years PR/Content Creation • Past-President, PRSA-LA • Instructor, UCLA Extension • @ErikDeutsch • UCLA X469.21 Fall 2017
  5. 5. The Cobbler’s Kids Have No Shoes UCLA X469.21 Fall 2017
  6. 6. Where hashtags began, and are still most common. Used to determine “trending topics.” Clicking a hashtag shows related posts based on the various users’ privacy settings. Hashtagging a picture creates a link to a page with other pictures using the same hashtag. Hashtags clickable only in Pin description, and not searchable. Used in titles and comments section. Used to “tag” posts. UCLA X469.21 Fall 2017
  7. 7. Other Appropriate Course Hashtags: #PR #socialmedia #GreatestClassEver Inppropriate Course Hashtags: #LameClass #DorkInstructor #SocMedUCLAsucks UCLA X469.21 Fall 2017
  8. 8. The term Social Media refers to the use of web-based and mobile technologies (i.e., apps) 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 now be a content producer with the capacity to reach a global audience. UCLA X469.21 Fall 2017
  9. 9. 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 2017
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  14. 14. 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 (strategic and “social”) UCLA X469.21 Fall 2017
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  16. 16. a. Learn how to write! Effective messaging before technology a. Learn how to listen! Join the conversation a. Learn how to produce "social" content! b. Understand SEO! c. Learn how to use the major social media platforms! UCLA X469.21 Fall 2017
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  19. 19. … and many others. UCLA X469.21 Fall 2017
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  24. 24. P O S T eople you’re want to reach bjectives trategies actics / technologies (“shiny objects”) UCLA X469.21 Fall 2017
  25. 25. • A guide for managing all of your ongoing social media efforts • Describes the look, tone and feel of your brand’s online persona to ensure consistent style and messages • Guiding principles for using various social media channels • How you will allocate resources and measure success UCLA X469.21 Fall 2017
  26. 26. #SocMedUCLA Instructor: @ErikDeutsch Meeting 1 (October 16): Guest speaker: Clint Schaff (@ClintSchaff) VP, Strategy & Development Los Angeles Times UCLA X469.21 Fall 2017