Whys And Why Nots Of Social Media

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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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Whys And Why Nots Of Social Media

  1. 1. CASE District I — 29 January 2010 <ul><li>Social </li></ul>of Why The & Whys nots Media
  2. 2. Speakers <ul><li>Tamsen S. McMahon </li></ul><ul><ul><li>Sametz Blackstone Associates </li></ul></ul><ul><ul><li>Director of Digital and Strategic Initiatives </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@tamadear </li></ul></ul><ul><li>Gene Begin </li></ul><ul><ul><li>Babson College </li></ul></ul><ul><ul><li>Marketing Director, Undergraduate School </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@gbegin </li></ul></ul>© Sametz Blackstone Associates
  3. 3. <session>
  4. 4. Why <ul><li>social media </li></ul>
  5. 5. If Facebook were a country, it would be the world’s third largest.
  6. 6. <ul><li>… and be only five years old. </li></ul>
  7. 7. <ul><li>Social networking is more popular than email . </li></ul><ul><li>Mashable.com </li></ul>© Sametz Blackstone Associates
  8. 8. <ul><li>Social networking is more popular than email. And porn . </li></ul><ul><li>TIME Magazine </li></ul>© Sametz Blackstone Associates
  9. 9. Why <ul><li>not </li></ul>
  10. 10. It’s uncontrollable!
  11. 11. It’s unexpected!
  12. 12. It’s unsustainable!
  13. 13. structures
  14. 14. The doughnut Adaptation of J. Owyang concept
  15. 15. Why/ <ul><li>not </li></ul>Why
  16. 16. The tower © Sametz Blackstone Associates Adaptation of J. Owyang concept
  17. 17. Why/ <ul><li>not </li></ul>Why
  18. 18. The solar system © Sametz Blackstone Associates Adaptation of J. Owyang concept
  19. 19. Why/ <ul><li>not </li></ul>Why
  20. 20. policies
  21. 21. No policy © Sametz Blackstone Associates
  22. 22. Why/ <ul><li>not </li></ul>Why
  23. 23. “ No!” policy © Sametz Blackstone Associates
  24. 24. Why/ <ul><li>not </li></ul>Why
  25. 25. Spokesmodel © Sametz Blackstone Associates
  26. 26. Why/ <ul><li>not </li></ul>Why
  27. 27. © Sametz Blackstone Associates
  28. 28. A-team © Sametz Blackstone Associates
  29. 29. Why/ <ul><li>not </li></ul>Why
  30. 30. The train (all aboard!) © Sametz Blackstone Associates
  31. 31. Why/ <ul><li>not </li></ul>Why
  32. 32. strategies
  33. 33. Four profile strategies © Sametz Blackstone Associates Personal content / behavior Organizational content / behavior
  34. 34. 100 % organization
  35. 35. 100 % organization
  36. 36. 20 % personal 80 % organization
  37. 37. 40 % personal 60 % organization
  38. 38. 20 % organization 80 % personal
  39. 39. 20 % organization 80 % personal
  40. 40. 100 % personal
  41. 41. How to figure out what’s best?
  42. 42. <ul><li>We take a scientific approach… </li></ul>
  43. 43. the method <ul><li>0 Define the question </li></ul><ul><li>1 Observe </li></ul><ul><li>2 Investigate </li></ul><ul><li>3 Hypothesize </li></ul><ul><li>4 Experiment </li></ul><ul><li>5 Analyze </li></ul><ul><li>6 Retest </li></ul>
  44. 44. O <ul><li>define the question </li></ul>
  45. 45. <ul><li>What’s the best use of social media in my organization? </li></ul>© Sametz Blackstone Associates
  46. 47. 1 <ul><li>observe </li></ul>
  47. 48. <ul><li>Grow bigger ears – and eyes. </li></ul>Paraphrase of Chris Brogan
  48. 49. 2 <ul><li>investigate </li></ul>Scope Audiences Content Resources Outcomes Measurement
  49. 50. Scope
  50. 51. Audiences
  51. 52. Audiences
  52. 53. <ul><li>Resonance & Dissonance </li></ul>
  53. 54. Content
  54. 55. © Sametz Blackstone Associates
  55. 56. Resources
  56. 57. Outcomes © Sametz Blackstone Associates
  57. 58. Measurement
  58. 59. 3 <ul><li>hypothesize </li></ul>
  59. 60. <ul><li>For {scope} , {content} from {sources} , used across {tools} , will produce {measured} {results} with {audiences} . </li></ul>© Sametz Blackstone Associates
  60. 61. 4 <ul><li>experiment </li></ul>
  61. 62. <ul><li>Observation ≠ participation. </li></ul><ul><li>You have to do it . </li></ul>© Sametz Blackstone Associates
  62. 64. 5 <ul><li>analyze </li></ul>
  63. 65.  Numbers  Sentiment  Actions
  64. 67. 6 <ul><li>retest </li></ul>
  65. 68. <ul><li>It takes practice. </li></ul>
  66. 70. Why/ <ul><li>not </li></ul>Why
  67. 71. </session>

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