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UCLA X425 Week 5

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UCLA X425
UCLA X425
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Meeting 5 (May 1): Best Practices in Social Media for the Communications •Traditional vs. social media Professional •Blog Platforms •Working with bloggers/citizen journalists •Dealing with empowered consumers, Instructor: negative comments and the real-time Erik Deutsch (@erikdeutsch) •Using social media for “old school” media #UCLAx425 relations •Guest speakers: Babette Pepaj (@BakeSpace) Founder, BakeSpace.com and TECHmunch Food Blogger Conference Beth Mansfield (@BethMansfield and @CarlsJr), Director of PR, CKE Restaurants, Inc. UCLA X425 Spring 2012
UCLA X425 Spring 2012
PR pitch --> Media coverage --> Public consumption Traditional Media Gatekeepers UCLA X425 Spring 2012
Everyone. Everything. Everywhere. All the Time. In All Directions. “Tradigital” UCLA X425 Spring 2012
Traditional media "hits" are just the beginning, not the end, of the journey... UCLA X425 Spring 2012
TRADITIONAL SOCIAL Professional Journalists User Generated/Citizen Journalists Editorial process/oversight 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 Spring 2012
• Full-Scale: Wordpress, Blogger, Typepad • Hybrid or "Lifestream": Tumblr, Posterous • Micro: Twitter UCLA X425 Spring 2012
Full Platforms: Wordpress, Blogger & TypePad - Lots of free and paid templates - Customization - Hosted or unhosted - Widgets Hybrid or "Lifestream" Platforms Tumblr & Posterours - Simple, quick and easy - Limited capabilities and customization Micro Platforms Twitter UCLA X425 Spring 2012
UCLA X425 Spring 2012
1) Don't "carpet bomb" 2) Be social 3) Provide "social" content 4) Make it "profitable" for the blogger PR = Page Rank Note "Paid" vs. "Earned" Media... UCLA X425 Spring 2012
UCLA X425 Spring 2012
Meeting 5 (November 8): Guest speakers: Babette Pepaj (@BakeSpace) Beth Mansfield (@BethMansfield) Founder, BakeSpace.com and Director of PR @CarlsJr TECHmunch Food Blogger Conference UCLA X425 Spring 2012

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UCLA X425 Week 5

  • 1. Meeting 5 (May 1): Best Practices in Social Media for the Communications •Traditional vs. social media Professional •Blog Platforms •Working with bloggers/citizen journalists •Dealing with empowered consumers, Instructor: negative comments and the real-time Erik Deutsch (@erikdeutsch) •Using social media for “old school” media #UCLAx425 relations •Guest speakers: Babette Pepaj (@BakeSpace) Founder, BakeSpace.com and TECHmunch Food Blogger Conference Beth Mansfield (@BethMansfield and @CarlsJr), Director of PR, CKE Restaurants, Inc. UCLA X425 Spring 2012
  • 2. UCLA X425 Spring 2012
  • 3. PR pitch --> Media coverage --> Public consumption Traditional Media Gatekeepers UCLA X425 Spring 2012
  • 4. Everyone. Everything. Everywhere. All the Time. In All Directions. “Tradigital” UCLA X425 Spring 2012
  • 5. Traditional media "hits" are just the beginning, not the end, of the journey... UCLA X425 Spring 2012
  • 6. TRADITIONAL SOCIAL Professional Journalists User Generated/Citizen Journalists Editorial process/oversight 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 Spring 2012
  • 7. • Full-Scale: Wordpress, Blogger, Typepad • Hybrid or "Lifestream": Tumblr, Posterous • Micro: Twitter UCLA X425 Spring 2012
  • 8. Full Platforms: Wordpress, Blogger & TypePad - Lots of free and paid templates - Customization - Hosted or unhosted - Widgets Hybrid or "Lifestream" Platforms Tumblr & Posterours - Simple, quick and easy - Limited capabilities and customization Micro Platforms Twitter UCLA X425 Spring 2012
  • 9. UCLA X425 Spring 2012
  • 10. 1) Don't "carpet bomb" 2) Be social 3) Provide "social" content 4) Make it "profitable" for the blogger PR = Page Rank Note "Paid" vs. "Earned" Media... UCLA X425 Spring 2012
  • 11. UCLA X425 Spring 2012
  • 12. Meeting 5 (November 8): Guest speakers: Babette Pepaj (@BakeSpace) Beth Mansfield (@BethMansfield) Founder, BakeSpace.com and Director of PR @CarlsJr TECHmunch Food Blogger Conference UCLA X425 Spring 2012