ucla x469.21 - fall '15 week 1
TRANSCRIPT
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Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA
Best Practices in Social Media for the Communications Professional
UCLA X469.21 Fall 2015
Meeting 1 (October 13): • Course overview and intros• 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 • The growing shift from “organic” to “paid”• Guest speaker:
Clint Schaff (@clintschaff) US General Manager, DARE Digital/Camp Playa
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Appropriate Course Hashtags: #SocMedUCLA #PR#socialmedia#GreatestClassEver
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 X469.21 Fall 2015
Inppropriate Course Hashtags: #LameClass#DorkInstructor#Boring#SocMedUCLAsucks
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• Principal, ExcelPR Group• Immediate Past-President, PRSA-LA• Instructor, UCLA Extension• @ErikDeutsch• excelpr.com
UCLA X469.21 Fall 2015
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Get comfortable. This is an extremely informal class.
UCLA X469.21 Fall 2015
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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 X469.21 Fall 2015
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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 Fall 2015
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UCLA X469.21 Fall 2015
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UCLA X469.21 Fall 2015
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UCLA X469.21 Fall 2015
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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 (you have to be “social”)
UCLA X469.21 Fall 2015
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UCLA X469.21 Fall 2015
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UCLA X469.21 Fall 2015
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① Learn how to write! Effective messages trump technology
② Learn how to listen! Join the conversation
③ Learn how to use the major social media platforms!
④ Understand SEO!
⑤ Learn how to produce "social" content!
UCLA X469.21 Fall 2015
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UCLA X469.21 Fall 2015
<< Here’s a pretty picture I found of someone else peeing>>
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UCLA X469.21 Fall 2015
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UCLA X469.21 Fall 2015
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UCLA X469.21 Fall 2015
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UCLA X469.21 Fall 2015
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POST
UCLA X469.21 Fall 2015
eople you’re want to reach
bjectives
trategies
actics / technologies (“new shiny objects”)
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UCLA X469.21 Fall 2015
#SocMedUCLA Instructor: @ErikDeutsch
Meeting 1 (October 13):Guest speaker:
Clint Schaff (@clintschaff) US General Manager,
DARE Digital/Camp Playa