whys and why nots of social media
DESCRIPTION
Campuses and advancement offices are abuzz with social media-MySpace, Facebook, Twitter, LinkedIn, etc. But how much is steak, and how much is just sizzle? What are the benefits and pitfalls of these new tools? How can you make sense of them all, and whether or not each of them may help or hurt your admissions and advancement work? In this session, we'll take the next step with social media and move beyond just the "what" and "how to" and discuss the "why" and "why not." Hear real-world case studies and perspectives from inside and outside higher ed institutions, and leave with a checklist on how to analyze the "which," "when," and "what's next" for your institution.Session developed by Gene Begin of Babson College and Tamsen Mcmahon of Sametz Blackstone Associates. Presented as part of the CASE District 1 2010 Conference in Boston, January 27-29.TRANSCRIPT
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of
CASE District I — 29 January 2010
Why Social
The&Whys nots
Media
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Speakers
© Sametz Blackstone Associates
Tamsen S. McMahon— Sametz Blackstone Associates— Director of Digital and Strategic Initiatives— [email protected]—@tamadear
Gene Begin— Babson College — Marketing Director, Undergraduate School— [email protected]— @gbegin
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<session>
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Whysocial media
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If Facebook were a country, it would be the world’s third largest.
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…and be only five years old.
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Social networking is more popular than email.
© Sametz Blackstone Associates
Mashable.com
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Social networking is more popular than email. And porn.
© Sametz Blackstone Associates
TIME Magazine
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Whynot
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It’suncontrollable!
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It’sunexpected!
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It’sunsustainable!
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structures
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The doughnut
Adaptation of J. Owyang concept
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Why/Whynot
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The tower
© Sametz Blackstone Associates
Adaptation of J. Owyang concept
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Why/Whynot
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The solar system
© Sametz Blackstone Associates
Adaptation of J. Owyang concept
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Why/Whynot
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policies
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No policy
21© Sametz Blackstone Associates
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Why/Whynot
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“No!” policy
23© Sametz Blackstone Associates
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Why/Whynot
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Spokesmodel
25© Sametz Blackstone Associates
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Why/Whynot
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27© Sametz Blackstone Associates
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A-team
28© Sametz Blackstone Associates
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Why/Whynot
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The train (all aboard!)
30© Sametz Blackstone Associates
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Why/Whynot
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strategies
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Four profile strategies
© Sametz Blackstone Associates
Personal content / behavior
Organizational content / behavior
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100 % organization
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100 % organization
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20 % personal
80 % organization
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40 % personal
60 % organization
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20 % organization
80 % personal
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20 % organization
80 % personal
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100 % personal
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How to figure out what’s best?
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We take a scientific approach…
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the method
0 Define the question
1 Observe
2 Investigate
3 Hypothesize
4 Experiment
5 Analyze
6 Retest
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Odefine the question
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What’s the best use of social media in my organization?
© Sametz Blackstone Associates
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1observe
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Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
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2investigate
ScopeAudiencesContent ResourcesOutcomesMeasurement
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Scope
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Audiences
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Audiences
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Resonance & Dissonance
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Content
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© Sametz Blackstone Associates
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Resources
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Outcomes
© Sametz Blackstone Associates
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Measurement
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3hypothesize
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For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.
© Sametz Blackstone Associates
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4experiment
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Observation ≠ participation.
You have to do it.
© Sametz Blackstone Associates
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5analyze
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Numbers Sentiment Actions
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6retest
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It takes practice.
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Why/Whynot
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</session>