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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.
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CASE District I — 29 January 2010
Why Social
The&Whys nots
Media
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
<session>
Whysocial media
If Facebook were a country, it would be the world’s third largest.
…and be only five years old.
Social networking is more popular than email.
© Sametz Blackstone Associates
Mashable.com
Social networking is more popular than email. And porn.
© Sametz Blackstone Associates
TIME Magazine
Whynot
It’suncontrollable!
It’sunexpected!
It’sunsustainable!
structures
The doughnut
Adaptation of J. Owyang concept
Why/Whynot
The tower
© Sametz Blackstone Associates
Adaptation of J. Owyang concept
Why/Whynot
The solar system
© Sametz Blackstone Associates
Adaptation of J. Owyang concept
Why/Whynot
policies
No policy
21© Sametz Blackstone Associates
Why/Whynot
“No!” policy
23© Sametz Blackstone Associates
Why/Whynot
Spokesmodel
25© Sametz Blackstone Associates
Why/Whynot
27© Sametz Blackstone Associates
A-team
28© Sametz Blackstone Associates
Why/Whynot
The train (all aboard!)
30© Sametz Blackstone Associates
Why/Whynot
strategies
Four profile strategies
© Sametz Blackstone Associates
Personal content / behavior
Organizational content / behavior
100 % organization
100 % organization
20 % personal
80 % organization
40 % personal
60 % organization
20 % organization
80 % personal
20 % organization
80 % personal
100 % personal
How to figure out what’s best?
We take a scientific approach…
the method
0 Define the question
1 Observe
2 Investigate
3 Hypothesize
4 Experiment
5 Analyze
6 Retest
Odefine the question
What’s the best use of social media in my organization?
© Sametz Blackstone Associates
1observe
Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
2investigate
ScopeAudiencesContent ResourcesOutcomesMeasurement
Scope
Audiences
Audiences
Resonance & Dissonance
Content
© Sametz Blackstone Associates
Resources
Outcomes
© Sametz Blackstone Associates
Measurement
3hypothesize
For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.
© Sametz Blackstone Associates
4experiment
Observation ≠ participation.
You have to do it.
© Sametz Blackstone Associates
5analyze
Numbers Sentiment Actions
6retest
It takes practice.
Why/Whynot
</session>
