Fall 2014 Course Schedule & Outline

Meeting 1 (October 28):

• Course overview
• Who “owns” social media
• What makes someone a social media “expert”
• Getting buy-in from the CEO, managing expectations and demonstrating ROI
• Overview of key social media platforms
Guest speaker: Clint Schaff, VP and US General Manager, Dare (@clintschaff)

Assignments:

  1. Create (if necessary) personal accounts on Twitter and LinkedIn; complete each profile with avatar, bio, links and other information as appropriate. Post at least one update on Twitter relating to PR/marketing and social media (use course hashtag #UCLAx425 so instructor can track your work)
  2. Read “Week 1″ assigned posts on course Delicious.com page
  3. Research/follow Week 2 guest speaker(s)
  4. Post a timely and insightful comment on one of the PR/marketing industry blogs listed on the uclax425.com course blogroll (the bloggroll can be found in the footer of each page of the uclax425.com course blog).  You must e-mail instructor a link to your comment (or a screenshot) prior to the next class session in order to get credit. Send your email to uclax425@gmail.com with subject line “weekly blogroll comment.”
  5. If you are selected to submit a first-week post for the course blog, e-mail your post (minimum 250 words) to instructor at uclax425@gmail.com with subject line “course blog post” before the second class session on November 4.

Meeting 2 (November 4)

• Brands as publishers – content marketing
• “Flipcam” PR, location-based apps, QR codes and other mobile technologies
• Online promotions, contests and giveaways
• Building your personal brand and positioning yourself as an expert                                         • Elements of a Social Media PR Plan                                                                                               Guest speakers: Babette Pepaj, Founder & CEO, BakeSpace.com (@BakeSpace); Dan Portnoy, Head Honcho, Portnoy Media Group (@DanPortnoy)

Assignments:

  1. Post topical/course-related updates on Twitter (use hashtag #UCLAx425)
  2. Read assigned “Week 2″ posts on course Delicious.com page
  3. Research/follow Week 3 guest speaker(s)
  4. Post a timely and insightful comment on one of the PR/marketing industry blogs listed on the uclax425.com course blogroll (the bloggroll can be found in the footer of each page of the uclax425.com course blog). You must e-mail instructor a link to your comment (or a screenshot) prior to the next class session in order to get credit. Send your email to uclax425@gmail.com with subject line “weekly blogroll comment.”
  5. If you are selected to submit a second-week post for the course blog, email your post (minimum 250 words) to instructor at “uclax425@gmail.com” with subject line “course blog post” before the next class session on November 18.
  • NOTE: No class session on November 11 due to Veterans Day holiday

Meeting 3 (November 18):

• SEO for the PR pro
• Online reputation management
• Content syndication and newsfeeds
• The “social media news release” and online newsroom
• Make yourself easy to find (optimizing content, inbound links and referrer sites)
Guest speaker: Tony Adam, President & CEO, Visible Factors (@TonyAdam

Assignments:

  1. Post topical/course-related updates on Twitter (use course hashtag #UCLAx425)
  2. Read assigned “Week 3″ posts on course Delicious.com page
  3. Research/follow Week 4 guest speaker(s)
  4. Post a timely and insightful comment on one of the PR/marketing industry blogs listed on the uclax425.com course blogroll (the bloggroll can be found in the footer of each page of the uclax425.com course blog). You must e-mail instructor a link to your comment (or a screenshot) prior to the next class session in order to get credit. Send your email to uclax425@gmail.com with subject line “weekly blogroll comment.”
  5. If you are selected to submit a third-week post on the course blog, email your post (minimum 250 words) to instructor at “uclax425@gmail.com” with subject line “course blog post” before the next class session on November 25.
  6. Begin working on the final project (it’s not due until the final class session, but why wait until the last minute?)

Meeting 4 (November 25):

• Can/should social media supplant traditional websites?
• Corporate vs. personal profiles
• The PR pro’s social media toolkit (for monitoring, measurement and engagement)
• Does your organization/client need a social media policy?
Guest speaker: Serena Ehrlich, Director of Social, Business Wire (@Serena

Assignments:

  1. Post topical/course-related updates on Twitter (use course hashtag #UCLAx425)
  2. Read assigned “Week 4″ posts on course Delicious.com page
  3. Research/follow Week 5 guest speaker
  4. Post a timely and insightful comment on one of the PR/marketing industry blogs listed on the uclax425.com course blogroll (the bloggroll can be found in the footer of each page of the uclax425.com course blog). You must e-mail instructor a link to your comment (or a screenshot) prior to the next class session in order to get credit. Send your email to uclax425@gmail.com with subject line “weekly blogroll comment.”
  5. If you are selected to submit a fourth-week post on the course blog, email your post (minimum 250 words) to instructor at “uclax425@gmail.com” with subject line “course blog post” before the next class session on December 2.
  6. Continue working on final project

Meeting 5 (December 2):

• Traditional vs. social media
• Understanding “paid,” “earned,” “owned” and “shared” media
• How to create and sustain a blog
• Working with bloggers/citizen journalists and other online influencers
• What’s a high Klout score really worth?
• Using social media for “old school” media relations
• Dealing with empowered consumers, negative comments and the real-time Web
Guest speaker: TBD

Assignments:

  1. Post topical/course-related updates on Twitter (use course hashtag #UCLAx425)
  2. Read assigned “Week 5″ posts on course Delicious.com page
  3. Research/follow Week 6 guest speaker(s)
  4. Post a timely and insightful comment on one of the PR/marketing industry blogs listed on the uclax425.com course blogroll (the bloggroll can be found in the footer of each page of the uclax425.com course blog). You must e-mail instructor a link to your comment (or a screenshot) prior to the next class session in order to get credit. Send your email to uclax425@gmail.com with subject line “weekly blogroll comment.”
  5. If you are selected to submit a fifth-week post on the course blog, email your post (minimum 250 words) to instructor at “uclax425@gmail.com” with subject line “course blog post” by December 9.
  6. Wrap-up work on your final project (prepare to turn in printed copy at the start of next class session)

Meeting 6 (December 9):

• Tying it all together – demonstrating social media PR competence
• Odds and ends
• Turn-in final project (printed hard copy)
Guest speaker: TBD

Course Schedule and Guest Speakers Subject to Update by Instructor

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