EARLY ADOPTION IN HIGHER ED: HOW TO BE STRATEGIC ABOUT SOCIAL MEDIA

#AMAHIGHERED

A LITTLE ABOUT US

Aaron Jaco @aaron_jaco Senior Media Strategist Drake University aaron.jaco@drake.edu

Kyle Gunnels @kgunnels Senior Strategist TVP Communications kyle@tvpcommunications.com

WHAT WE’RE HERE TO TALK ABOUT

Abundance of commentary and platforms

Social media: a shifting paradigm

What does it mean to be strategic?

Evaluating new networks

Planning ahead: after taking the leap

Case studies along the way

NO SHORTAGE OF COMMENTARY

#AMAHIGHERED

AND NO SHORTAGE OF PLATFORMS

#AMAHIGHERED

SOCIAL MEDIA: A SHIFTING PARADIGM

Social media is not an “add on”

More than just PR—community building

No longer limited by need for super-polished content

•  Spontaneous, authentic, personal, shared creativity

No longer one-way pushing out of “official messaging”

•  It’s a conversation, visual storytelling Users move from one social media platform to another

WHAT DOES IT MEAN TO BE STRATEGIC? How to approach new networks

• Be adventurous, optimistic AND apprehensive

How does social media innovation fit into overall integrated marketing plan

It’s not—but you should understand why someone would say it is.

WHAT DOES IT MEAN TO BE STRATEGIC? “I can assure you: The people who have real knowledge when it comes to social networks, their demographics, and their use aren’t going to walk into a room and tell you that you need to post twice a day on Facebook, have a Twitter account, post videos on YouTube, and check in often on Foursquare.

The people who say that are bullshitting you. The knowledgeable people are going to tell you which platform, if any, might be a good fit for you and your audience and figure out a way to best integrate it into what you do.”

•  B.J. Mendelson, “Social Media is Bullshit”

EVALUATING NEW NETWORKS Are your audiences using the platform?

What’s your objective?

What will the time commitment be?

Is it sustainable?

Will it endure—do you care?

• Does your boss care? How are other schools using it?

Is there a first-mover advantage to early adoption?

• Are there consequences/benefits to waiting?

DON’T FORCE YOURSELF TO FOLLOW A POPULAR NARRATIVE Not every network means the same to every institution

Your students, alumni, internal audiences, etc., are unique

It’s hard for someone to be an “expert” in an area that changes so quickly

Healthy skepticism can save you from a social media graveyard

PINTEREST AT DRAKE UNIVERSITY

YIK YAK AT DRAKE UNIVERSITY

TUMBLR: NOT JUST FOR TWEENS Life at Ithaca College: #IClife

• “Ten disposable cameras. Five locations. One authentic view of a day at Ithaca College.”

TUMBLR: REAL-TIME CONTENT

PLAN AHEAD—WHAT’S NEXT AFTER YOU MAKE THE LEAP

Update your social media policies, if necessary

Incorporate new platforms into crisis response plans

Be ready to populate content

Think through what tone messages will have (and know that it might change)

Be prepared to fail

IF YOU REMEMBER ANYTHING, REMEMBER THIS

Do your research

Dig into and experience new platforms

Have conversations, with everyone

Know the value of “no”

IF YOU REMEMBER ANYTHING, REMEMBER THIS

The wise strategist looks for reasons to say yes, but holds a default position of no.

DISCUSSION

QUESTIONS, COMMENTS, CRITIQUE?

RESOURCES http://lifeatic.tumblr.com/ http://ucresearch.tumblr.com/ http://seattleu.tumblr.com/

http://umichstories.tumblr.com/

http://yaleuniversity.tumblr.com/

http://clevelandstate.tumblr.com/

http://www.amazon.com/Social-Media-Bullshit-B-J-Mendelson/dp/B00DF0OLOI

TWEET “1” IF YOU’RE A CAT PERSON

TWEET “2” IF YOU’RE A DOG PERSON

WHILE WE WAIT: #AMAHIGHERED POLL

(You had to be there inside joke) Final vote count: •  Dog people—42 •  Cat people—15 •  Duck people (write in)—2