Week 4: A Conversation with Guest Speaker Serena Ehrlich

Saori Shibata

Saori Shibata

By UCLA X425 Student Saori Shibata

Serena Ehrlich, director of social at Business Wire, focused her discussion on how to create and manage content, develop an editorial calendar, and publish material that engages with target audiences. Her presentation was practical and very useful because she explained each tip and method step-by-step.

Serena Ehrlich

Serena Ehrlich

First, it is important to define your audience and decide what type of content will work best. Next, we can start to consider their preferences and favorite topics, which will enable us to make our content relevant. Serena gave an example based on a food blog to explain how this works. Everyone eats food, so for such content to be effective it needs to be specific to an audience such as vegetarians, housewives and so on. In addition, research shows that the most effective content includes images. According to one survey she referenced, 63% of people prefer visual, image-based blogs compared with word-based blogs. That said, Serena loves word-based blogs.

It’s also essential to promote blog content once it’s posted. By adding social plugin tools such as “Click to Tweet” and “Facebook Like” to our blogs, we can promote our content more broadly. It is also effective to find like-minded partners and influencers; content promoted by a third-party influencer is validated, which means a lot the audience.

Serena also stressed the importance of setting goals. The goals for our blogs and other social media channels should be realistic and adjusted as we go.

Finally, she introduced several monitoring, analytic and engagement tools such as Google Alerts, Social Mention, Topsy, Klout, Hootsuit and so on to help us to manage our content efforts efficiently.

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