The document summarizes the first meeting of the UCLA X425 Spring 2014 course on best practices in social media for communications professionals, which included an overview of the course, a discussion of who owns social media and what makes an expert, and a guest speaker. Key topics that were briefly overviewed were getting buy-in, demonstrating ROI, and major social media platforms. The guest speaker was Clint Schaff, former VP of Digital at Edelman.

1. Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Best Practices in Social Media
for the Communications
Professional
UCLA X425 Spring 2014
Meeting 1 (April 15):
•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:
Clint Schaff (@clintschaff)
Clint Schaff Creative
Former VP of Digital at Edelman

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 (and more
recently FB, Instagram, etc.). It provides a way to categorize posts and make them easy to find for people
interested in a specific topic.
UCLA X425 Spring 2014
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 2014

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 2014

5. UCLA X425 Spring 2014

6. UCLA X425 Spring 2014

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 2014

8. UCLA X425 Spring 2014

9. UCLA X425 Spring 2014

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 2014

11. UCLA X425 Spring 2014
<< Here’s a pretty picture I found of someone else peeing>>

12. P
O
S
T
UCLA X425 Spring 2014
eople you’re want to reach
bjectives
trategies
actics / technologies
(“new shiny objects”)

13. UCLA X425 Spring 2014
#UCLAx425 Instructor: @ErikDeutsch
Meeting 1 (April 15):
Guest speaker:
Clint Schaff (@clintschaff)
VP and US General Manager, Dare
Former VP of Digital, Edelman