What does it take?
by Christine Klaehn
What is the value of social media to your organization and to your brand? There are many types of brands--personal brands, commercial brands, experiential brands. Every brand makes a promise and sometimes a brand is severely damaged when the promise is an over promise (insert Tiger Woods). And sometimes, with much advice and diligence and patience, a brand, over time, rebounds and regains trust and admiration from its audiences (insert Martha Stewart). These brands, however, are made of one voice. An educational institution is made up of a chorus of voices.
We challenge the timidity that exists around social media and explore the nature of an educational brand -- its strengths, challenges, and opportunities. The goal will be to create new ideas and approaches to create something much richer than communication: engagement.