Required Reading

Required Reading: Social media platforms and best practices are evolving rapidly. Rather than rely on a conventional textbook, students are required to read/view various online content (news stories, blog posts, videos,  infographics, etc.) assigned each week via the links below.

Suggested Reading : Students should also follow the blogs and twitter streams of PR thought leaders listed on the course blogroll (see blogroll links in the footer below).

REQUIRED READING

Week 5:

WEEK 5: Class PowerPoint
https://www.slideshare.net/SocialMediaUCLA/ucla-x46921-fall-17-week-5

WEEK 5 Guest Speaker Presentation by Duane Forrester re. SEO & SEM
https://www.slideshare.net/duaneforrester/seo-101-forwework-seattle
(Note this is a different version of his presentation that includes additional info)

WEEK 5: 7 SEO Basics Every PR Pro Should Know
http://www.prnewsonline.com/wp-content/uploads/2014/08/7-SEO-Basics-Every-Communications-Pro-Should-Know.pdf
RE: SEO basics

WEEL 5: Interview: RyanBorn (VIDEO)
https://www.youtube.com/watch?v=YYIi_fgzEcY
RE: SEO basics — how to protect your brand on social media

WEEK 5: Ten Tips for Protecting Your Reputation on Social Media
http://www.oltonmarketing.com/uncategorized/ten-tips-for-protecting-your-reputation-on-social-media/
RE: Online reputation management

WEEK 5: How to Optimize Your Social Profiles for Search
https://www.socialmediaexaminer.com/how-to-optimize-your-social-profiles-for-search/
RE: SEO and social profiles – make yourself easy to find

WEEK 5: How to Choose the Best Blogging Platform in 2017
http://www.wpbeginner.com/beginners-guide/how-to-choose-the-best-blogging-platform/
RE: Blogging basics – platforms

WEEK 5: 24 Ways to Feed the Blog Beast
http://www.arikhanson.com/2010/11/17/24-ways-to-feed-the-blog-beast/
RE: Blogging basics – how to feed the content beast

WEEK 5: How to Use Twitter to Make Valuable Connections
http://bit.ly/2A3qV8r
RE: Major social media platforms – Twitter

WEEK 5: 7 Ways to Use Pinterest to Promote Your Business (Infographic)
http://www.jeffbullas.com/7-ways-to-use-pinterest-to-promote-your-business/
RE: Major social media platforms – Pinterest

WEEK 5: 5 Ways to Integrate Snapchat Into Your Marketing Strategy
http://www.jeffbullas.com/integrating-snapchat-marketing-strategy/
RE: Major social media platforms – Snapchat

Week 5: Is it a Bad Idea to Delete an Offensive Tweet?
http://www.mrmediatraining.com/2015/07/20/is-it-a-bad-idea-to-delete-an-offensive-tweet/
RE: The permanence of what’s posted on social media

 

Week 4:

WEEK 4 Class PowerPoint
https://www.slideshare.net/SocialMediaUCLA/ucla-x46921-fall-17-week-4-81777523

WEEK 4: Guest Speaker Sara Dunaj Presentation (re. Analytics & Influencers) – Fall 2017
https://www.slideshare.net/SocialMediaUCLA/guest-speaker-sara-dunaj-presentation-re-analytics-influencers-fall-2017

WEEK 4: 10 Social Media KPIs You Should Track and Monitor
https://www.impactbnd.com/blog/8-social-media-kpis-you-should-track-and-monitor
RE: Key performance indicators / measuring ROI

WEEK 4: Cutting Through the Jargon: What Are Reach, Impressions and Engagement
http://www.adweek.com/digital/cutting-through-the-social-media-jargon-what-are-reach-impressions-and-engagement/
RE: Key performance indicators/measuring ROI

WEEK 4: How to Reach Out to Bloggers
http://chrisbrogan.com/how-to-reach-out-to-bloggers/
RE: Working with bloggers

WEEK 4: Why Influencers Ignore Your Pitch — and What You Can Do About It
http://www.imediaconnection.com/article/180495/why-influencers-ignore-your-pitch-and-what-you-can-do-about-it
RE: Working with influencers (authored by guest speaker Babette Pepaj)

WEEK 4: Micro-Influencer Marketing: A Comprehensive Guide
https://blog.hubspot.com/marketing/micro-influencer-marketing#sm.0006emu9h1b51de9r3a1yntxszbrx
RE: Working with influencers

WEEK 4: FTC Social Media Requirements
http://adage.com/article/cmo-strategy/practices-ftc-social-media-requirements/297950/
RE: Working with bloggers (disclosure)

WEEK 4: How to Deal With Negative Feedback in Social Media
http://mashable.com/2010/02/21/deal-with-negative-feedback/#BUuMxnb3yiqt
RE: Dealing with empowered consumers

WEEK 4: Air Force Web Posting Response Assessment (Infographic)
https://d.wildapricot.net/images/newsblog-old/18173.png
RE: Dealing with empowered consumers (click on the graphic to enlarge image)

WEEK 4: 8 Ways to Deal with Negative Comments
http://laurelpapworth.com/8-ways-to-deal-with-negative-comments-on-blogs-and-social-media/
RE: Dealing with empowered consumers

WEEK 4: 10 Must-Haves for Your Social Media Policy
http://mashable.com/2009/06/02/social-media-policy-musts/#oeVw_Ly1x8q0
RE: Instituting a social media policy

WEEK 4: Social Media Policy Database
http://socialmediagovernance.com/policies/
RE: Instituting a social media policy (no need to review any of the sample policies in-depth now – just keep this link for if/when you’re tasked with developing a social media policy)

WEEK 4: Can I Use This Photo on Social Media? Understanding Image Copyright
https://blog.hootsuite.com/understanding-image-copyright/
RE: Copyright and fair use

WEEK 4: What You Need to Know About the Digital Millennium Copyright Act
https://www.entrepreneur.com/article/228590

 

Week 3:

WEEK 3 Class Powerpoint
https://www.slideshare.net/secret/MkVZmrFsJf8qds
(Includes Final Project Template)

WEEK 3 – Guest Speaker Serena Ehrlich Presentation
https://www.slideshare.net/serenae/2018-communication-tools-for-todays-pr-pros-by-serena-ehrlich-business-wire
RE: Tools for social media monitoring, content creation, community management, measurement, etc. (focus on the info we discussed in class)

WEEK 3: The Ultimate Guide to Facebook Engagement in 2017
http://buzzsumo.com/blog/ultimate-guide-facebook-engagement-2017/
RE: Major social media platforms – Facebook

WEEK 3: The Decline of Organic Facebook Reach & How to Outsmart the Algorithm
https://blog.hubspot.com/marketing/facebook-declining-organic-reach
RE: Major social platforms – Facebook (good discussion on organic vs. paid reach and FB’s algorithm)

WEEK 3: How to Use Instagram for Business (Infographic)
https://www.socialmediatoday.com/content/how-use-instagram-business-infographic
RE: Major social media platforms – Instagram

WEEK 3: 7 Ways to Use Pinterest to Promote Your Business (Infographic)
http://www.jeffbullas.com/7-ways-to-use-pinterest-to-promote-your-business/
RE: Major social media platforms – Pinterest

WEEK 3: How to Use Twitter to Make Valuable Connections
http://apps.prsa.org/Intelligence/Tactics/Articles/view/11558/1128/How_to_Use_Twitter_to_Make_Valuab
RE: Major social media platforms – Twitter (tips for your personal and brand accounts)

WEEK 3: Top 10 Activities that You Must Do On LinkedIn
https://skyje.com/must-do-on-linkedin/
RE: Major social media platforms – LinkedIn (tips for your personal account)

WEEK 3: Snapchat for Business: Everything You Need to Know
https://shar.es/1PZz8y
RE: Major platforms – Snapchat (lots of info here – good step-by-step to get started)

WEEK 3: 8 Important Questions Your Social Media Marketing Strategy Must Answer
http://www.toprankblog.com/2017/03/questions-social-media-strategy/
RE: The Final Project (issues to consider)

Week 2:

WEEK 1 Class PowerPoint
https://www.slideshare.net/SocialMediaUCLA/ucla-x46921-fall-17-week-2

WEEK 2: Why Your PR Team Should Embrace the PESO Model
https://www.americanexpress.com/us/small-business/openforum/articles/pr-needs-embrace-peso-model/
RE: The new media landscape

WEEK 2: What is Quality Content?
https://www.commpro.biz/what-is-quality-content/
RE: Producing and distributing content

WEEK 2: The Content Marketing Industry’s 15 Biggest Milestones to Date
http://contentmarketinginstitute.com/2013/10/content-marketing-industrys-biggest-milestones/
RE: Producing and distributing content (interesting – give it a quick review)

WEEK 2: 4 Simple Steps to Creating an Effective Content Marketing Strategy
https://www.entrepreneur.com/article/298090?utm_source=feedly&utm_medium=webfeeds#
RE: Branded content strategy

WEEK 2: The Twitter Rule of Thirds: 3 Tweets, 3 Tools
https://www.cision.com/us/2013/09/the-twitter-rule-of-thirds-3-tweets-3-tools/?utm_content=buffer1cdbc
RE: Branded content – applies to posting on all social media platforms

WEEK 2: How to Write the Perfect Post (Infographic)
http://www.socialmediatoday.com/content/spot-how-write-perfect-post-infographic
RE: Major social media platforms and content optimization

WEEK 2: What Should Go Into Your Social Media Editorial Calendar
http://www.smartinsights.com/content-management/content-marketing-strategy/editorial-calendars-for-social-media-marketing/
RE: Feeding the beast – building a social media editorial calendar

WEEK 2: The Best Times to Post on Social Media (Infographic)
http://www.coxblue.com/best-times-post-social-media-infographic/
RE: Major platforms and content optimization — not sure this has much value, but give it a quick once-over

WEEK 2: 6 Ways to Use Short Video for Social Marketing
https://www.socialmediaexaminer.com/use-short-video-for-social-marketing/
RE: Video storytelling and distribution (check out the list of video creation and editing tools at the end of story)

WEEK 2: List of Video Sharing Web Sites (Updated)
http://tubularinsights.com/list-video-sharing-websites/
RE: Video storytelling and distribution

Week 1:

WEEK 1 Class PowerPoint
https://www.slideshare.net/secret/N3hTRU5I7fph9H

Social Media “Playbook” Outline – From Week 1 Guest Speaker Clint Schaff
https://www.slideshare.net/SocialMediaUCLA/social-media-playbook-outline-from-week-1-guest-speaker-clint-schaff
RE: Social Media “Playbook”

WEEK 1: The Social Media Guru (Video)
https://www.youtube.com/watch?v=ZKCdexz5RQ8
RE: What makes someone a social media expert? (warning – this video is full of profanity)

WEEK 1: Social Media Expert Checklist- How Expert Is YOUR Expert?
http://www.socialmediatoday.com/content/social-media-expert-checklist-how-expert-your-expert
RE: What makes someone a social media expert? (this is a very long list – no need to read it all, just give it a quick once over)

WEEK 1: How to Pick The Best Social Network For Your Brand
http://outspokenmedia.com/social-media/best-social-network-for-your-brand/
RE: Avoiding “shiny object syndrome”

WEEK 1: The CMO’s Guide to the Social Landscape (infographic)
http://www.cmo.com/content/dam/CMO_Other/articles/CMO_Guide_Social_2014.pdf
RE: Major platforms (click the magnifying glass icon to enlarge image)

WEEK 1: 48 Social Media Channels for Marketing Your Business: The Ultimate Guide
https://smallbiztrends.com/2016/09/social-media-channels-marketing.html
RE: Major platforms. Things change quickly – some of the platforms listed (e.g., Vine) are defunct.

WEEK 1: 6 Social Media Trends That Will Take Over 2017
http://sproutsocial.com/insights/social-media-trends/
RE: Trends to watch. Some good stuff here — give it a quick glance.

WEEK 1: Here’s Why Your Facebook Engagement Numbers Are Way Down (Video)
http://www.adweek.com/digital/heres-why-your-facebook-engagement-numbers-are-way-down/
RE: Major platforms (Facebook) and the shift from “organic” to “paid”

WEEK 1: Facebook VP: ‘I Wish We Could Go Back … And Change The Pitch We Brought to Adver…
http://www.adweek.com/digital/facebook-vp-on-page-like-ads-i-wish-we-could-go-back-and-change-the-pitch-we-brought-to-advertisers/
RE: Major platforms (Facebook) and the shift from “organic” to “paid”

WEEK 1: 13 Ways to Improve Your Social Media Profiles in One Hour
https://blog.hootsuite.com/ways-to-improve-your-social-media-profiles/
RE: General best practices