“Oh GOSH! Reflecting on Hackteria's Collaborative Practices in a Global Do-It...
UCLA X469.21 - SPRING '18 WEEK 1
1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
UCLA X469.21 Spring 2018
Meeting 1 (April 2):
• Course overview and intros
• What makes someone an "expert"
• The shift from organic to paid
• How to avoid “shiny object syndrome”
• Key social media platforms
• Developing a Social Media Playbook
• Guest speaker:
Clint Schaff(@ClintSchaff)
VP of Strategy & Development
Los Angeles Times
2. UCLA Extension Enhanced
Support
Email: support@unexonline.zendesk.com
Phone: Toll-free at (866) 269-7289 (US only) or (310) 206-4563.
Monday - Friday, 7am to 6pm (Pacific Time).
Website: http://support.uclaextension.edu
The UCLA Extension course management team assists students with Canvas-
related technical support, as well as general administrative questions.
UCLA X469.21 Spring 2018
6. Where hashtags began, and are still most common. Used to determine
“trending topics.”
Clicking a hashtag shows related posts based on the various users’ privacy
settings.
Hashtagging a picture creates a link to a page with other pictures using
the same hashtag.
Hashtags clickable only in Pin description, and not searchable.
Used in titles and comments section.
Used to “tag” posts.
UCLA X469.21 Spring 2018
7. Other Appropriate Course Hashtags:
#PR
#socialmedia
#GreatestClassEver
Inppropriate Course Hashtags:
#LameClass
#DorkInstructor
#SocMedUCLAsucks
UCLA X469.21 Spring 2018
9. 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
What’s Next?
UCLA X469.21 Spring 2018
14. 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 (plus
there’s click fraud)
Social media works – but you have to do it right (strategic
and “social”)
UCLA X469.21 Spring 2018
16. a. Learn how to write!
Effective messaging before technology
a. Learn how to listen!
Join the conversation
a. Learn how to produce "social" content!
b. Understand SEO!
c. Learn how to use the major social media platforms!
UCLA X469.21 Spring 2018
24. P
O
S
T
eople you’re want to reach
bjectives
trategies
actics / technologies
(“shiny objects”)
UCLA X469.21 Spring 2018
25. • A guide for managing all of your ongoing social
media efforts
• Describes the look, tone and feel of your brand’s
online persona to ensure consistent style and
messages
• Guiding principles for using various social media
channels
• How you will allocate resources and measure
success
UCLA X469.21 Spring 2018
