UCLA X469.21 - FALL '15 WEEK 6

Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 6 (November 17): • Final Project• Geolocation Apps, QR Codes and Other “Shiny Objects” • Social Media Glossary - Key Terms• Organizations/Events to Check Out• Guest speaker: Nicole Jordan (@NicoleJordan) CEO & Founder, Radix Collective

UCLA X469.21 Fall 2015

• Foursquare, Gowalla, Facebook Places, Yelp

• Induce consumers to "check in" and share their location

How?• Special offers• Discounts/coupons• Recognition• Status


• "Quick Response" akin to a bar code

• Make it easy on-the-go to access a web page or other online content

• Use by "scanning" the code via mobile device equipped with a QR code reader app

• Easy and free to generate (can also customize)

• Good Uses: product packaging, print ads, business cards, storefront displays, restaurant menus, real estate signage, etc. Landing page should be optimized for mobile!

• Bad Uses: Moving vehicles, distant billboards, subways/airplanes (places with no cell/data signal)


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.


Web 2.0The 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. WikiAn online platform that allows many users to contribute to and edit a web page. Provides an easily reversible audit trail of edits and changes.


CrowdsourcingHarnessing the skills, enthusiasm and productivity of many individuals to advance a project. (also note rising popularity of “Crowdfunding”) LurkersPeople 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. AstroTurfingFake or "synthetic" grassroots outreach.


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 mediaStreaming media is video or audio content sent in compressed form over the Internet and played immediately, rather than being saved to the hard drive.


RSS FeedsReally Simple Syndication. A content delivery platform that allows publishers to distribute their content via a feed read via an RSS "reader"

WidgetSmall, 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.


NewsjackingRedirecting 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 JournalismShe growing influence of “page views” on the quality reporting and storytelling skills that have defined the journalism industry for decades.

Mobile Optimization / Responsive DesignWeb 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)


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.

UXShort for “user experience” - the experience your customer will have when they interact with your service or product.


Native AdvertisingA 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”)


Commonly Misused Terms:

Your business has a “page,” not a “fan page.”In 2007, Facebook introduced “fan pages” 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.


Social Media Club - Los Angeles (socialmediaclub.la / @smc_la) DigitalLA(digitalla.net / @digitalla) Girls In Tech - Los Angeles(girlsintechla.com) WOMMAWord of Mouth Marketing Association (womma.org)

SXSW InteractiveEvery March in Austin, TX. "Spring Break" for geeks (sxsw.com)

New Media Expo (BlogWorld)Las Vegas (blogworldexpo.com)

BlogHerConference for women bloggers (blogher.com)

Le WebEurope's largest Internet event. Held each December in Paris. (leweb.net)

Internet WeekHeld in NYC every Spring (internetweekny.com)

Social Media WeekMultiple cities around the world. Held February and September. (socialmediaweek.org)


• Profiles on Major Platforms

• Secure Your Brand

• Personal Blog

• Comment (blogs, forums, major social sites)

• Personal Hub to aggregate your social media content.

- About.me - Flavors.me - Hiptic.com

- yourname.com


Nicole Jordan@NicoleJordan

CEO and Founder, Radix Collective

Week 6 Guest Speaker

Thank you!

Stay in touch: @ErikDeutsch


UCLA X469.21 - FALL '15 WEEK 6

Education

Transcript of UCLA X469.21 - FALL '15 WEEK 6