1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@ErikDeutsch)
#UCLAx425
Meeting 6 (Decenber 9):
•Final Project
•Social Media Glossary - Key Terms
•Organizations/Events to Check Out
•Guest speaker:
Mark Horvath (@HardlyNormal)
Founder, InvisiblePeople.tv &
WeAreVisible.com
UCLA X425 Fall 2014
2. Find Journalists: Twitter (MuckRack),
LinkedIn, Traditional Media Blogs
Engage and Build Relationships:
Retweets, Links, Blog Comments
The "Social Media Pitch" ...
Proceed with Caution!
Better yet... get "Trending." Traditional
media journalists rely on social media for
story ideas.
UCLA X425 Fall 2014
3. Web 2.0
The second generation of the Web, which includes blogs, wikis, social
networking sites and other platforms that emphasize collaboration, sharing,
and self publishing.
User-Generated Content (UCG)
All forms of user-created materials such as blog posts, reviews, podcasts,
videos, comments and more.
Wiki
An online platform that allows many users to contribute to and edit a web
page. Provides an easily reversible audit trail of edits and changes.
UCLA X425 Fall 2014
4. Crowdsourcing
Harnessing the skills, enthusiasm and productivity of many individuals to
advance a project. (also note rising popularity of “Crowdfunding”)
Lurkers
People who observe but don't contribute discussions held via social
media.
"The One Percent Rule" In any online community, about one per cent of
the participants contribute new content regularly, another nine percent
comment, and the rest lurk.
AstroTurfing
Fake or "synthetic" grassroots outreach.
UCLA X425 Fall 2014
5. Cloud computing ("the cloud")
The practice of using a network of remote servers hosted on the Internet
to store, manage, and process data, rather than a local server.
Creative Commons
Is a not-for-profit licensing system that offers creators the ability to easily
define how others may use their works.
Streaming media
Streaming media is video or audio content sent in compressed form over
the Internet and played immediately, rather than being saved to the hard
drive.
UCLA X425 Fall 2014
6. RSS Feeds
Really Simple Syndication. A content delivery platform that allows
publishers to distribute their content via a feed read via an RSS "reader"
Widget
Small, stand-alone applications that can be embedded on a web page.
Meme
Rhymes with "team" or "dream." A virally-transmitted cultural symbol or
social idea. A catchphrase or concept that spreads quickly from person to
person.
UCLA X425 Fall 2014
7. Newsjacking
Redirecting the momentum from breaking news into your company’s
favor by injecting a fresh perspective. Previously “next day” stories – now
in 24/7 real time.
Pageview Journalism
She growing influence of “page views” on the quality reporting and
storytelling skills that have defined the journalism industry for decades.
Mobile Optimization / Responsive Design
Web design approach to provide an optimal viewing experience with
minimal resizing, scrolling, etc. across a wide range of devices (from
desktop computers to mobile phones)
UCLA X425 Fall 2014
8. SoLoMo
“SOcial, LOcal and MObile.” Accessing social media is the number one
mobile activity today. Where do they do it? In their local backyard. How
do they do it? Everyone has a smartphone.
Long-Tail Keywords
Search queries that contain three or more keywords. Google’s new
algorithm, Hummingbird, focuses on user intent, which is the concept
behind long-tail keywords, making them an important part of your
marketing strategy.
UX
Short for “user experience” - the experience your customer will have
when they interact with your service or product.
UCLA X425 Fall 2014
9. Native Advertising
A web advertising method in which the advertiser attempts to gain
attention by providing content in the context of the user's experience.
Native ad formats match both the form and the function of the user
experience in which it is placed. (see also “Brand Journalism”)
UCLA X425 Fall 2014
10. Commonly Misused Terms:
Your business has a “page,” not a “fan page.”
In 2007, Facebook first rolled out an option for businesses to get in on the social network.
Your business could create an account, collect fans, and place ads. Today, however, “fan
pages” are long gone. What your business has is simply a “page” or “business page.”
Say goodbye to Facebook “fans.”
In 2010, Facebook Business Pages began collecting “likes” instead of “fans.” When
discussing the number of people connected to your page, refer to them as “likes”
to avoid sounding archaic.
Different social networks have different ways to share.
Social networks differ in many ways, so it’s not surprising that they each have their
own way to share information. The correct names for the ways you share are as
follows: Facebook = posts; Twitter = tweets; Pinterest = pins, YouTube = uploads;
and Google+ = posts.
UCLA X425 Fall 2014
14. Social Media Club - Los Angeles
(socialmediaclub.la / @smc_la)
DigitalLA
(digitalla.net / @digitalla)
Girls In Tech - Los Angeles
(girlsintechla.com)
WOMMA
Word of Mouth Marketing Association
(womma.org)
SXSW Interactive
Every March in Austin, TX. "Spring Break"
for geeks (sxsw.com)
New Media Expo (BlogWorld)
Las Vegas (blogworldexpo.com)
BlogHer
Conference for women bloggers (blogher.com)
Le Web
Europe's largest Internet event. Held each December in
Paris. (leweb.net)
Internet Week
Held in NYC every Spring (internetweekny.com)
Social Media Week
Multiple cities around the world.
Held February and September. (socialmediaweek.org)
UCLA X425 Fall 2014
15. Profiles on Major Platforms
Personal Blog
Comment (blogs, forums, major social sites)
Personal Hub
to aggregate your social media content.
- About.me
- Flavors.me
- Hiptic.com
- yourname.com
UCLA X425 Fall 2014
16. Week 6 Guest Speaker
Mark Horvath
@HardlyNormal
Founder, Do-Gooder and Loud Mouth
InvisiblePeople.tv
WeAreVisible.com
Thank you!
Stay in touch:
@ErikDeutsch
•linkedin.com/in/erikdeutsch
•http://twitter.com/ErikDeutsch/
•(class list: UCLAx425Fall2014
#UCLAX425 Fall 2014
