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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