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Reputation Management and Social Media for Higher Education

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Presentation in Washington DC for Higher education professionals on the importance of social media and reputation management. Presented with Lori Croy of the University of M

Presentation in Washington DC for Higher education professionals on the importance of social media and reputation management. Presented with Lori Croy of the University of M


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  • Google really ruined this era of marketers.  It was THE BIG THING.  You just tweaked some title tags and BAM, you had thousands of new search engine referrals because you were 1st page on Google.  It was like printing money.  And marketers have been chasing those easy winnings by looking for the NEXT BIG THING. But at each step, the NEXT BIG THING wasn’t really as big or as easy… 
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Transcript

    • 1. @JKROHRS@EXACTTARGET
    • 2. I’ve embraced social media Now, how do I manage it within my university environment?
    • 3. SurvivorOutlive…outlast…out- survive.
    • 4. The 3 P’s• Policy• Protocol• Participation
    • 5. PolicyHave a posting policy to guideyour users and set expectationsfor your community
    • 6. ProtocolEstablish a protocol for others atyour institution so that there isconsistency in the experienceusers will have throughout yoursocial communities
    • 7. ParticipationSocial media is most successfulwhen many people participateand many voices andperspectives are heard.Encourage growth and diversity.
    • 8. Dealing with difficult friends• Maintain your civility• Deal with these individuals outside the social community whenever possible• Use the posting policy as a reminder to everyone that appropriate and civil behavior is expected• Understand that you will occasionally have to remove a comment or block a poster• ALWAYS contact them and provide the reason for doing so
    • 9. Dealing with difficult politics It’s hard to manage up.
    • 10. Communicating during a crisis No time for philosophical discussion.
    • 11. Sounds of a crisis on Twitter
    • 12. Things have to change…now.• The audience won’t wait for pre-social media decision making practices any more• Protocols need to be revised to include social media as a critical communication tool• Practice, drill, draft, prepare…for everything
    • 13. Embrace the changesYour audiences already have.