This document summarizes key points from Meeting 5 of the UCLA X425 course on social media best practices for communications professionals, held on May 14. The meeting covered traditional vs. social media, blog platforms, working with bloggers and citizen journalists, and dealing with empowered consumers and real-time feedback. It also discussed using social media for traditional media relations. The meeting featured guest speakers Jessica Gottlieb, a blogger, and Babette Pepaj, founder of BakeSpace.com and the TECHmunch Food Blogger Conference.

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

2. UCLA X425 Spring 2013

3. PR pitch --> Media coverage --> Public consumption
Traditional Media Gatekeepers
UCLA X425 Spring 2013

4. Everyone. Everything. Everywhere.
All the Time. In All Directions.
Content that is Consumed and Shared.
“Tradigital”
UCLA X425 Spring 2013

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

10. UCLA X425 Spring 2013

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

12. UCLA X425 Spring 2013

13. UCLA X425 Spring 2013
Babette Pepaj (@BakeSpace)
Founder, BakeSpace.com and
TECHmunch Food Blogger Conference
Jessica Gottlieb (@JessicaGottlieb)
Blogger, JessicaGottlieb.com
Meeting 5 (May 14):
Guest speakers: