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UCLA X425 SPRING '14 - WEEK 5

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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 Platforms Twitter
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:

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UCLA X425 SPRING '14 - WEEK 5

  • 1. 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
  • 3. PR pitch --> Media coverage --> Public consumption Traditional Media Gatekeepers UCLA X425 Spring 2014
  • 4. Everyone. Everything. Everywhere. All the Time. In All Directions. Content that is Consumed and Shared. “Tradigital” UCLA X425 Spring 2014
  • 5. UCLA X425 Spring 2014 Traditional media "hits" are just the beginning, not the end, of the journey...
  • 6. 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
  • 7. UCLA X425 Spring 2014 Today’s Media Landscape + “SHARED” (aka Social) – and it’s all CONVERGING.
  • 8. UCLA X425 Spring 2014 1. Full-Scale: Wordpress, Blogger, Typepad 2. Hybrid or "Lifestream": Tumblr, Posterous 3. Micro: Twitter
  • 9. 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 Platforms Twitter
  • 11. 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
  • 13. Jeremy Pepper (@jspepper) Social Media Consultant Siobhan O’Neill (@angelcityblues) VP, Digital at Edelman Meeting 5 (May 13): Guest speakers: