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UCLA X469.21 SPRING '15 WEEK 1
1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
UCLA X469.21 Spring 2015
Meeting 1 (April 14):
• 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:
Dana Block (@danailene)
Group Account Director, Allison + Partners
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 Spring 2015
Inppropriate Course Hashtags:
#LameClass
#DorkInstructor
#Boring
#SocMedUCLAsucks
3. • Principal, ExcelPR Group
• Past-President, PRSA-LA
• Instructor, UCLA Extension
• @ErikDeutsch
• excelpr.com
UCLA X469.21 Spring 2015
4. 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 Spring 2015
5. "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 X469.21 Spring 2015
9. UCLA X469.21 Spring 2015
-Shift from “earned” or “organic” to “pay-to-play”
-Rise of social messaging platforms such as Snapchat and
Whatsapp - “quasi social networks” with an extreme youth
focus
That said…
-Nearly 1.4 billion Facebook users generate 4.5 billion likes
daily
-284 million active Twitter users posting 500 million
tweets/day
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 Spring 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 Spring 2015
14. UCLA X469.21 Spring 2015
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