Week 1: A Conversation with Clint Schaff by Marta Caruana Fernandez-Echevaria

By UCLA X469.21 Student Marta Caruana Fernandez-Echevaria

JUST A CLICK AWAY FROM CHANGE

Following your dreams is very much a California thing, but regardless of where you’re from, it is essential to have a clear, strategic plan for how you are going to achieve them.

We have all seen in recent years how social networks have taken on a significant role in daily life for both individuals and organizations. Our Week 1 guest speaker, Clint Schaff, discussed this expanding role and the emergence of new types of social media platforms.

He explained the need to think and act strategically. One way he does this is with “POST” — an acronym for “People,” “Objectives,” “Strategies” and “Tactics.” Before addressing the “T” (tactics), we must first consider the “P” (people we want to reach), the “O” (objectives we want to achieve) and the “S” (strategies that we will execute).

But what are our core objectives when it comes to social media? As communications professionals, we may want to listen to, talk to, sell to, support or excite our audience. All of these objectives can be achieved with planning and proper use of social media.

Clint helped us understand how to analyze different social media platforms and select the ones that are most appropriate. No single platform does it all, as one may be better than another for targeting a specific audience, objective or strategy. Focusing on strategy before tactics is essential.

Social media’s impact is more profound now than ever, so the job once assigned to interns now requires a seasoned professional.

Thanks to Clint we learned a new way to understand social media. He is a great professional with a passion for communicating. With his help, I’m ready to “click for change.”