1. Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Best Practices in Social Media
for the Communications
Professional
UCLA X425 Spring 2013
Meeting 5 (May 14):
•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
Babette Pepaj (@BakeSpace)
Founder, BakeSpace.com and
TECHmunch Food Blogger Conference
5. UCLA X425 Spring 2013
Traditional media "hits" are just the beginning,
not the end, of the journey...
6. TRADITIONAL
UCLA X425 Spring 2013
SOCIAL
Broadcast
Expensive Infrastructure
One-Way Consumed
Next Day Water Cooler Discussion
Free or Low Cost Tools Online
Narrowcast (Niche) / Targeted
Two-Way/Multidirectional
(interactive conversation)
Immediate Opportunity to Go Viral
Professional Journalists User Generated/Citizen Journalists
Editorial process/oversight
Editorial is distinct from advertising
Anything goes
Anything goes
7. UCLA X425 Spring 2013
Today’s Media Landscape
+ “SHARED” (aka Social) – and it’s all CONVERGING.
8. UCLA X425 Spring 2013
1. Full-Scale: Wordpress, Blogger, Typepad
2. Hybrid or "Lifestream": Tumblr, Posterous
3. Micro: Twitter
9. UCLA X425 Spring 2013
Full Platforms:
Wordpress, Blogger & TypePad
- Lots of free and paid templates
- Customization
- Hosted or unhosted
- Widgets and plugins
Hybrid or "Lifestream" Platforms
Tumblr & Posterours
- Simple, quick and easy
- Limited capabilities and customization
Micro Platforms
Twitter
11. UCLA X425 Spring 2013
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
