Week 4: A Conversation with Guest Speaker Serena Ehrlich

Ermias Alemayehu

Ermias Alemayehu

By UCLA X425 Student Ermias Alemayehu

Serena Ehrlich - director of social at Business Wire – was a terrific presenter. Her discussion with our class focused on several topics, including whether or not social media should supersede traditional websites, the need for businesses and organizations to establish a social media policy, and much more.

Serena Ehrlich

Serena Ehrlich

The highlight for me was her presentation on the “PR Pro’s Social Media Toolkit” (for measurement and engagement). Serena’s depth of knowledge on this subject was amazing. I was also blown away by the number of useful tools available for measuring impact and engagement on websites and social sites. Before Serena’s presentation I was aware of only a handful of tools, but she shared countless social tools that are both paid and free.

Some of the tools discussed include: Google Alerts; Google Blog Search; Google Trends; Social Mention; Technorati; Topsy; NUVI; and Sysomos.

Serena also did a great job addressing the importance of editorial calendars for helping PR and marketing pros keep track of how, when, and why they should generate and distribute content.

An editorial calendar can help you get organized and determine:

  • Your audience
  • How frequently they should get content
  • The type of content you should post
  • Your overall content marketing strategy
  • The type of assets you have to make it successful

You can learn more from Serena on her blog at Blog.businesswire.com


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