UCLA X425 SPRING '14 - WEEK 5
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Transcript of UCLA X425 SPRING '14 - WEEK 5
Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Spring 2014
Meeting 5 (May 13): •Traditional vs. social media•Blog Platforms•Working with bloggers/citizen journalists•Dealing with empowered consumers, negative comments and the real-time •Using social media for “old school” media relations•Guest speakers: Siobhan O’Neill (@angelcityblues) VP, Digital at Edelman Jeremy Pepper (@jspepper) Social Media Consultant
UCLA X425 Spring 2013 4
PR pitch --> Media coverage --> Public consumption Traditional Media Gatekeepers
UCLA X425 Spring 2014
Everyone. Everything. Everywhere. All the Time. In All Directions.
Content that is Consumed and Shared.“Tradigital”
UCLA X425 Spring 2014
UCLA X425 Spring 2014
Traditional media "hits" are just the beginning, not the end, of the journey...
TRADITIONAL
UCLA X425 Spring 2014
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
UCLA X425 Spring 2014
Today’s Media Landscape
+ “SHARED” (aka Social) – and it’s all CONVERGING.
UCLA X425 Spring 2014
1. Full-Scale: Wordpress, Blogger, Typepad
2. Hybrid or "Lifestream": Tumblr, Posterous
3. Micro: Twitter
UCLA X425 Spring 2014
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
UCLA X425 Spring 2014
UCLA X425 Spring 2014
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) Be prepared to pay up! Understand "Paid" vs. "Earned" Media... ... as well as “Owned” and “Shared
UCLA X425 Spring 2014
Jeremy Pepper (@jspepper) Social Media Consultant
Siobhan O’Neill (@angelcityblues)VP, Digital at Edelman
Meeting 5 (May 13):Guest speakers: