sustaining a social media presence

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  1. 1. Sustaining a Social Media Presence In Higher Education Leadership
  2. 2. Personal Brand Brand is in the eye and emotion of the beholder Your brand exists despite your best efforts You can promote your brand, and influence it, but your stakeholders define your brand Need to go where your stakeholders are
  3. 3. Higher Ed Leaders Students Faculty Other Higher Ed Administrators/Leaders Alumni/Donors Corporate & other employers Need to go where your stakeholders are
  4. 4. Stakeholders Use Social Media Students Use Twitter, Instagram, Google, Wikipedia Faculty Use LinkedIn, Twitter, Facebook, Google Alumni Use all of these, depending on age
  5. 5. Stakeholders Use Old Media Students TV, newspapers Faculty Scholarly journals, times cited, impact factors Alumni Newspapers and magazines, web sites, TV, radio
  6. 6. LinkedIn as Branding Tool LinkedIn is your contemporary CV Dynamic Multifaceted Who You Are What You Do Now What You Can Do Who You Know
  7. 7. Show Your Traditional Professional and Educational Experience
  8. 8. LinkedIn Enables Us to Brand By Showing Who We Belong To, Who We Follow and Who We Know
  9. 9. LinkedIn Presents Your Skills, Publications and Academic Experience
  10. 10. Managing Your Brand You need to be found to maintain your brand As an educator, you write for publication and distribution You need to know where you are appearing Traditional metrics (print journal and times cited) are not enough Need to measure non-traditional or alternative metrics
  11. 11. Alt Metrics Measure presence in traditional and alternative locations Cited in scholarly media Mentions in press Tweets Reposts
  12. 12. Usage - clicks, downloads, views, library holdings, video plays Captures - bookmarks, code forks, favorites, readers, watchers Mentions - blog posts, comments, reviews, Wikipedia links Social media - +1s, likes, shares, Tweets Citations - PubMed Central, Scopus, USPTO The Plum Print Tracks Your Presence in All Media
  13. 13. Personal Brand Traditional Metrics + Alt Metrics = All Metrics Fill the channels to promote your brand Manage the channels to manage your brand You cant manage what you cant measure Alt Metrics are a measurement tool Measure Manage