The document summarizes key points from Meeting 5 of a communications course. It discusses best practices for social media, including comparing traditional and social media, different blogging platforms, and working with bloggers. It also lists the guest speakers for the meeting: Babette Pepaj, founder of BakeSpace.com and the TECHmunch Food Blogger Conference, and Beth Mansfield, Director of PR for CKE Restaurants.

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

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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

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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