UCLA x425 "Best Practices in Social Media for the PR Professional" Fall 2014 (WEEK 1) Powerpoint. Instructor: Erik Deutsch, ExcelPR Group

1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Meeting 1 (October 28):
•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:
Clint Schaff (@clintschaff)
VP and US General Manager, Dare
Former VP of Digital at Edelman
UCLA X425 Fall 2014

2. 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.
Appropriate Course Hashtags:
#UCLAx425
#PR
#socialmedia
#GreatestClassEver
#InstructorKnowsHisShiznet
Inppropriate Course Hashtags:
#LameClass
#DorkInstructor
#Boring
#UCLAx425sucks
UCLA X425 Fall 2014

3. • Principal, ExcelPR Group
• President, PRSA-LA
• Instructor, UCLA Extension
• @ErikDeutsch
• excelpr.com

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 X425 Fall 2014

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 X425 Fall 2014

6. UCLA X425 Fall 2014

7. UCLA X425 Fall 2014

8. 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 X425 Fall 2014

9. UCLA X425 Fall 2014

10. UCLA X425 Fall 2014

11. 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 X425 Fall 2014

12. << Here’s a pretty picture I found of someone else peeing>>
UCLA X425 Fall 2014

16. P
O
S
T
eople you’re want to reach
bjectives
trategies
actics / technologies
(“new shiny objects”)
UCLA X425 Fall 2014

17. #UCLAx425 Instructor: @ErikDeutsch
Meeting 1 (October 28):
Guest speaker:
Clint Schaff (@clintschaff)
VP and US General Manager, Dare
Adjunct Professor, USC Annenberg
Former VP of Digital, Edelman
UCLA X425 Fall 2014