Sustaining a Social Media Presence

In Higher Education Leadership

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

Higher Ed Leaders

• Students• Faculty• Other Higher Ed Administrators/Leaders• Alumni/Donors• Corporate & other employers

• Need to go where your stakeholders are

Stakeholders Use Social Media

• Students– Use Twitter, Instagram, Google, Wikipedia

• Faculty– Use LinkedIn, Twitter, Facebook, Google

• Alumni– Use all of these, depending on age

Stakeholders Use “Old” Media

• Students– TV, newspapers

• Faculty– Scholarly journals, times cited, impact factors

• Alumni– Newspapers and magazines, web sites, TV, radio

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

Show Your “Traditional” Professional and Educational Experience

LinkedIn Enables Us to Brand By Showing Who We Belong To, Who We Follow and Who We Know

LinkedIn Presents Your Skills, Publications and Academic Experience

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

Alt Metrics

• Measure presence in traditional and “alternative” locations– Cited in scholarly media– Mentions in press– Tweets– Reposts

• 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

Personal Brand

• Traditional Metrics + Alt Metrics = All Metrics• Fill the channels to promote your brand• Manage the channels to manage your brand• You can’t manage what you can’t measure• Alt Metrics are a measurement tool

MeasureManage