1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
UCLA X469.21 Spring 2017
Meeting 1 (April 24):
• Course overview and intros
• What makes someone a social media
"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. • Principal, ExcelPR Group
• 20+ Years PR/Content Creation
• Past-President, PRSA-LA
• Instructor, UCLA Extension
• @ErikDeutsch
• excelpr.com
UCLA X469.21 Spring 2017
5. Definition: A word or phrase preceded by a hash or pound sign (#) and used to identify messages on a
specific topic.
UCLA X469.21 Spring 2017
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.
7. Other Appropriate Course Hashtags:
#PR
#socialmedia
#GreatestClassEver
Inppropriate Course Hashtags:
#LameClass
#DorkInstructor
#SocMedUCLAsucks
UCLA X469.21 Spring 2017
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 Spring 2017
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 Spring 2017
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 Spring 2017
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 Spring 2017
25. P
O
S
T
eople you’re want to reach
bjectives
trategies
actics / technologies
(“shiny objects”)
UCLA X469.21 Spring 2017
26. • 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 Spring 2017
