1. Instructor: Erik Deutsch (@erikdeutsch) #UCLAx425 Best Practices in Social Media for the Communications Professional UCLA X425 Spring 2014 Meeting 1 (April 15): Course overview Who "owns" social media What makes someone a social media "expert" Getting buy-in, managing expectations and demonstrating ROI Quick overview of key social media platforms Guest speaker: Clint Schaff (@clintschaff) Clint Schaff Creative Former VP of Digital at Edelman

2. Appropriate Course Hashtags: #UCLAx425 #PR #socialmedia #GreatestClassEver #InstructorKnowsHisShiznet Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet (and more recently FB, Instagram, etc.). It provides a way to categorize posts and make them easy to find for people interested in a specific topic. UCLA X425 Spring 2014 Inppropriate Course Hashtags: #LameClass #DorkInstructor #Boring #UCLAx425sucks

3. The term Social Media refers to the use of web-based and mobile technologies that turn communication into an interactive dialogue. It is based on the creation and exchange of user-generated content. Content is no longer created just by professional content producers and then consumed by the public... everyone can be a content producer with the capacity to reach a global audience. UCLA X425 Spring 2014

4. "Pre-Web" (early '90s): email, news groups, file transfer (FTP) "Web 1.0" (1993): websites and search - not inherently social "Web 2.0" (late '90s): user-generated content - blogs, wikis, bookmarking, virtual worlds, social networks UCLA X425 Spring 2014

7. Newspaper ads don't work -- readership is dwindling TV ads don't work - we have DVRs Telemarketing doesn't work -- we have caller ID Email doesn't work -- we have spam filters Banner ads don't work -- we have popup blockers Social media works - but you have to do it right UCLA X425 Spring 2014

10. ①Learn how to write! Effective messages trump technology ②Learn how to listen! Join the conversation ③ Learn how to use the major social media platforms! ④ Understand SEO! ⑤ Learn how to produce "social" content! UCLA X425 Spring 2014

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12. P O S T UCLA X425 Spring 2014 eople you’re want to reach bjectives trategies actics / technologies (“new shiny objects”)

13. UCLA X425 Spring 2014 #UCLAx425 Instructor: @ErikDeutsch Meeting 1 (April 15): Guest speaker: Clint Schaff (@clintschaff) VP and US General Manager, Dare Former VP of Digital, Edelman