This document summarizes key topics from Meeting 5 of the UCLA X425 communications class, including traditional vs social media, blog platforms, working with bloggers, dealing with consumers in social media, and using social media for PR. The meeting featured guest speakers Jeremy Pepper, a social media consultant, and Babette Pepaj, founder of BakeSpace.com and producer of the TECHmunch Food Blogger Conference, to discuss best practices in social media for communications professionals.

1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Meeting 5 (December 2):
•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:
Babette Pepaj (@BakeSpace)
Founder, BakeSpace.com and
TECHmunch Food Blogger Conference
Jeremy Pepper (@jspepper)
Social Media Consultant
UCLA X425 Fall 2014

2. UCLA X425 Fall 2014

3. PR pitch --> Media coverage --> Public consumption
Traditional Media Gatekeepers
UCLA X425 Fall 2014

4. Everyone. Everything. Everywhere.
All the Time. In All Directions.
Content that is Consumed and Shared.
“Tradigital”
UCLA X425 Fall 2014

5. Traditional media "hits" are just the beginning,
not the end, of the journey...
UCLA X425 Fall 2014

6. TRADITIONAL
SOCIAL
Professional Journalists User Generated/Citizen Journalists
Editorial process/oversight
Editorial is distinct from advertising
Expensive Infrastructure
Broadcast
One-Way Consumed
Next Day Water Cooler Discussion
Anything goes
Anything goes
Free or Low Cost Tools Online
Narrowcast (Niche) / Targeted
Two-Way/Multidirectional
(interactive conversation)
Immediate Opportunity to Go Viral
UCLA X425 Fall 2014

7. Today’s Media Landscape
+ “SHARED” (aka Social) – and it’s all CONVERGING.
UCLA X425 Fall 2014

8. 1. Full-Scale: Wordpress, Blogger, Typepad
2. Hybrid or "Lifestream": Tumblr, Posterous
3.Micro: Twitter
UCLA X425 Fall 2014

9. 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
UCLA X425 Fall 2014

10. UCLA X425 Fall 2014

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
5) Be prepared to pay up!
Understand "Paid" vs. "Earned" Media...
... as well as “Owned” and “Shared
UCLA X425 Fall 2014

12. UCLA X425 Fall 2014

13. Meeting 5 (December 2):
Guest speakers:
Jeremy Pepper (@jspepper)
Social Media Consultant
Babette Pepaj (@BakeSpace)
Founder, BakeSpace.com;
Producer, TECHmunch Food Blogger Conference