This document summarizes the fifth meeting of the UCLA X425 communications course on best practices in social media. The meeting covered traditional vs social media, blog platforms, working with bloggers and citizen journalists, and dealing with consumers in real-time media. Guest speakers Jessica Gottlieb and Jeremy Pepper discussed their experience in blogging and social media consulting. The document outlines different types of blog platforms and tips for working with bloggers effectively.
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Best Practices Social Media Comms
1. Meeting 5 (November 5):
Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
UCLA X425
•Traditional vs. social media
•Blog Platforms
•Working with bloggers/citizen journalists
•Dealing with empowered consumers,
negative comments and the real-time
•Using social media for “old school” media
relations
•Guest speakers:
Jessica Gottlieb (@JessicaGottlieb)
Blogger, JessicaGottlieb.com
Jeremy Pepper (@jspepper)
Social Media Consultant
Fall 2013
5. Traditional media "hits" are just the beginning,
not the end, of the journey...
UCLA X425
Fall 2013
6. TRADITIONAL
SOCIAL
Professional Journalists
User Generated/Citizen Journalists
Editorial process/oversight
Anything goes
Editorial is distinct from advertising
Anything goes
Expensive Infrastructure
Free or Low Cost Tools Online
Broadcast
Narrowcast (Niche) / Targeted
One-Way Consumed
Two-Way/Multidirectional
(interactive conversation)
Next Day Water Cooler Discussion
Immediate Opportunity to Go Viral
UCLA X425
Fall 2013
11. 1) Don't "carpet bomb" or
“spray and pray”
2) Be social
3) Provide "social" content
4) Make it "profitable" for the blogger
PR = Page Rank
Understand "Paid" vs. "Earned" Media...
... as well as “Owned” and “Shared
UCLA X425
Fall 2013
13. Meeting 5 (November 5):
Guest speakers:
Jessica Gottlieb (@JessicaGottlieb)
Blogger, JessicaGottlieb.com
UCLA X425
Jeremy Pepper (@jspepper)
Social Media Consultant
Fall 2013