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UCLA X425 FALL '13 - WEEK 5

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UCLA X425
UCLA X425

This document summarizes the fifth meeting of the UCLA X425 communications course on best practices in social media. The meeting covered traditional vs social media, blog platforms, working with bloggers and citizen journalists, and dealing with consumers in real-time media. Guest speakers Jessica Gottlieb and Jeremy Pepper discussed their experience in blogging and social media consulting. The document outlines different types of blog platforms and tips for working with bloggers effectively.

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Meeting 5 (November 5): Best Practices in Social Media for the Communications Professional Instructor: Erik Deutsch (@erikdeutsch) #UCLAx425 UCLA X425 •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: Jessica Gottlieb (@JessicaGottlieb) Blogger, JessicaGottlieb.com Jeremy Pepper (@jspepper) Social Media Consultant Fall 2013
UCLA X425 Fall 2013
PR pitch --> Media coverage --> Public consumption Traditional Media Gatekeepers UCLA X425 Fall 2013
Everyone. Everything. Everywhere. All the Time. In All Directions. Content that is Consumed and Shared. “Tradigital” UCLA X425 Fall 2013
Traditional media "hits" are just the beginning, not the end, of the journey... UCLA X425 Fall 2013
TRADITIONAL SOCIAL Professional Journalists User Generated/Citizen Journalists Editorial process/oversight Anything goes Editorial is distinct from advertising Anything goes Expensive Infrastructure Free or Low Cost Tools Online Broadcast Narrowcast (Niche) / Targeted One-Way Consumed Two-Way/Multidirectional (interactive conversation) Next Day Water Cooler Discussion Immediate Opportunity to Go Viral UCLA X425 Fall 2013
Today’s Media Landscape + “SHARED” (aka Social) – and it’s all CONVERGING. UCLA X425 Fall 2013
1. Full-Scale: Wordpress, Blogger, Typepad 2. Hybrid or "Lifestream": Tumblr, Posterous 3. Micro: Twitter UCLA X425 Fall 2013
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 Fall 2013
UCLA X425 Fall 2013
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 Understand "Paid" vs. "Earned" Media... ... as well as “Owned” and “Shared UCLA X425 Fall 2013
UCLA X425 Fall 2013
Meeting 5 (November 5): Guest speakers: Jessica Gottlieb (@JessicaGottlieb) Blogger, JessicaGottlieb.com UCLA X425 Jeremy Pepper (@jspepper) Social Media Consultant Fall 2013

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UCLA X425 FALL '13 - WEEK 5

  • 1. Meeting 5 (November 5): Best Practices in Social Media for the Communications Professional Instructor: Erik Deutsch (@erikdeutsch) #UCLAx425 UCLA X425 •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: Jessica Gottlieb (@JessicaGottlieb) Blogger, JessicaGottlieb.com Jeremy Pepper (@jspepper) Social Media Consultant Fall 2013
  • 3. PR pitch --> Media coverage --> Public consumption Traditional Media Gatekeepers UCLA X425 Fall 2013
  • 4. Everyone. Everything. Everywhere. All the Time. In All Directions. Content that is Consumed and Shared. “Tradigital” UCLA X425 Fall 2013
  • 5. Traditional media "hits" are just the beginning, not the end, of the journey... UCLA X425 Fall 2013
  • 6. TRADITIONAL SOCIAL Professional Journalists User Generated/Citizen Journalists Editorial process/oversight Anything goes Editorial is distinct from advertising Anything goes Expensive Infrastructure Free or Low Cost Tools Online Broadcast Narrowcast (Niche) / Targeted One-Way Consumed Two-Way/Multidirectional (interactive conversation) Next Day Water Cooler Discussion Immediate Opportunity to Go Viral UCLA X425 Fall 2013
  • 7. Today’s Media Landscape + “SHARED” (aka Social) – and it’s all CONVERGING. UCLA X425 Fall 2013
  • 8. 1. Full-Scale: Wordpress, Blogger, Typepad 2. Hybrid or "Lifestream": Tumblr, Posterous 3. Micro: Twitter UCLA X425 Fall 2013
  • 9. 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 Fall 2013
  • 11. 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 Understand "Paid" vs. "Earned" Media... ... as well as “Owned” and “Shared UCLA X425 Fall 2013
  • 13. Meeting 5 (November 5): Guest speakers: Jessica Gottlieb (@JessicaGottlieb) Blogger, JessicaGottlieb.com UCLA X425 Jeremy Pepper (@jspepper) Social Media Consultant Fall 2013