The document summarizes the first meeting of the UCLA X425 Spring 2013 course on best practices in social media. The meeting will include an overview of the course, a discussion on who owns social media and what qualifies as a social media expert, managing expectations and demonstrating return on investment of social media. There will also be a brief overview of major social media platforms and a guest speaker, Matt Meeks from Initiative agency.

1. Instructor:
Erik Deutsch (@ErikDeutsch)
#UCLAx425
Best Practices in Social Media
for the Communications
Professional
UCLA X425 Spring 2013
Meeting 1 (April 16):
•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:
Matt Meeks (@MattMeeks)
Vice President, Director Prophesee at Initiative

2. Appropriate Course Hashtags:
#UCLAx425
#PR
#socialmedia
#GreatestClassEver
#InstructorKnowsHisShiznet
Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It provides a way
to categorize tweets and make them easy for people interested in a specific topic to find on Twitter.
UCLA X425 Spring 2013
Inppropriate Course Hashtags:
#LameClass
#DorkInstructor
#Boring
#UCLAx425sucks

3. 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 Spring 2013

4. "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 Spring 2013

5. UCLA X425 Spring 2013

6. UCLA X425 Spring 2013

7. 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
Social media works - but you have to do it right
UCLA X425 Spring 2013

8. UCLA X425 Spring 2013

9. UCLA X425 Spring 2013

10. 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 Spring 2013

11. UCLA X425 Spring 2013
<< Here’s a pretty picture I found of someone else peeing>>

12. P
O
S
T
UCLA X425 Spring 2013
eople you’re want to reach
bjectives
trategies
actics / technologies
(“new shiny objects”)

13. UCLA X425 Spring 2013
#UCLAx425 Instructor: @ErikDeutsch
Meeting 1 (April 16):
Guest speaker:
Matt Meeks (@MattMeeks)
Vice President,
Director Prophesee
Initiative