WEEK 5: Class PowerPoint

Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 5 (May 12): • More Hazards – The Ambush Video • Traditional vs. social media• Blog Platforms• Working with bloggers/citizen journalists• Dealing with empowered consumers, negative comments and the real- time web • Using social media for “old school”

media relations• Guest speaker: Jessica Gottlieb (@JessicaGottlieb) Founder, BakeSpace.com and

UCLA X469.21 Spring 2015

1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. Measurement

UCLA X425 Fall 2014

The Final Project



PR pitch --> Media coverage --> Public consumption Traditional Media Gatekeepers


Everyone. Everything. Everywhere. All the Time. In All Directions.

Content that is Consumed and Shared.“Tradigital”


Traditional media "hits" are just the beginning, not the end, of the journey...


TRADITIONAL 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


+ “SHARED” (aka Social) – and it’s all CONVERGING.


1. Full-Scale: Wordpress, Blogger, Typepad

2. Hybrid or "Lifestream": Tumblr, Posterous

3. Micro: Twitter


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 PlatformsTwitter



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

5) Employ FTC Guidelines 5) Be prepared to pay up! Understand "Paid" vs. "Earned" Media... ... as well as “Owned” and “Shared



If, When and How to Respond to Negativity… and Ways to Avoid it In the First Place

•Do the right thing

•Offer a “pressure valve” for negative feedback

•Institute a “comments policy”

•Be accessible – turn problems into solutions

•Have your defenders already place (before you need them)

•Assess each detractor’s influence and legitimacy before

deciding if/how to respond


Instructor: Erik Deutsch (@ErikDeutsch)

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 5 (May 12):Guest speaker:

Jessica Gottlieb (@JessicaGottlieb)Blogger, Marketer &

Brand Ambassador/Vilifier


Education

WEEK 5: Class PowerPoint