Download - User generated PR - Opportunities and Threats for Universities in the Social Media Context
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User generated PR
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Opportunities and Threats for Universities in the Social Media Context
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Why
Social Media?
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Fractures within our physical social network
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Need for community
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Need to talk
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What’s
Social Media
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“It’s all about helping people to express themselves and connect with each other”
David Gammel, CAE
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Company controlled information + external Events
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Word of Mouth
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Buzz
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Brand Communities
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Content
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Blogging and social networking sites have experienced explosive growth over the past few years
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Social Media (especially Blogs) are strongly influencing search engine results and can drive traffic to important topics
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“Blogs, Podcasts, RSS-feed news releases, online video sharing, virtual worlds and microblogging are emerging as PR resources.”
Tony Sapienza, November 2007
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8 Million Users in July 06
30 Million Users in July 07
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http://www.businessweek.com/magazine/content/07_24/b4038404.htm
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http://www.businessweek.com/magazine/content/05_50/b3963001.htm
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Universities and
Social Media
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“Unlike commercial organizations, higher education lacked the “marketing” function completely.”
Elisabeth Scarborough, SimposonScarborough
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“Declining enrollments, increased competition, and decreases in government funding are some of the more pressing issues of most universities today.”
Karen Lancendorfer, West Michigan University
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“Higher Education is a broad marketplace and no university can rest on it laurels.”
Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
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“Student recruiting and admission, alumni giving, community relations, faculty engagement, staff culture, and the student experience.”
Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
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PR
and
Social Media
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“PR Professionals will miss opportunities to use social media to extend an amplify their broader PR objectives...”
Tony Sapienza, November 2007
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“Social Media provides a unique opportunity to reach new audiences and communicate to these audiences in novel and direct ways”
Tony Sapienza, November 2007
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http://www.readwriteweb.com/archives/mainstream_media_web20.php
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Integration
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“Dramatic institutional change can occur only by capturing the hearts, minds, and souls of all those individuals who comprise the academic community. Engagement, ownership, trust, confidence, integrity, passion, and well-being are some of the key ingredients to fostering an interconnected, collaborative, and efficient institution.”
Alex Gallup, Chairman of The Gallup Poll
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Differentiation
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“The emotional and psychological dynamics of an educational institution as a whole influence and shape the perceptions of is brand in the marketplace.”
Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
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“Branding is more then...
Assessing Pantone colors in logos,
creating marketing materials or
selling licensed merchandise.”
Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
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“Institutions must accommodate nontraditional students, an aging student population, more online and distance learning and a broader spectrum of student needs.”
Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
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Content
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Manifest V0.1
////////////////////////////////////////////////////////////////////////////////////////////////////////////
I am a hard bloggin’ scientist.
This means in particular:1. I believe that science is about freedom of speech.2. I can identify myself with the science I do.3. I am able to communicate my thoughts and ideas to the public.4. I use a blog as a research tool. That means in particular, that I- express my thoughts,- get in contact with others,- have a sketch of my process online,- get feedback and new ideas from others.5. I trust myself.6. I surf a lot and I read a lot.7. I blog once in a day/week/month.8. I give comments once in a day/week/month on other blogs.9. I am self-aware and critical.10. I refer to the people who done the work first.11. I give love and respect to the people.
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You
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Legal issues, bad content and low quality
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Who needs Harvard???
http://www.time.com/time/magazine/article/0,9171,1226150,00.html
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The one school that seems to face the least competitive threat is going to great lengths to do what we think all schools must do...
Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
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BUILD A STRONGER BRAND
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Backup