2.0 Communications for CFEA

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An overview of communications strategy using Web 2.0 / social media by Melanie Moran for the College Fraternity Editors Association May 17, 2008.

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2.0 Communications for CFEA

  1. 1. Communicating with your audiences in a 2.0 world Melanie Moran Vanderbilt University News Service May 17, 2008
  2. 2. Today we’ll talk about • How communications have changed • Definitions of social media • The importance of conversations • Audience expectations
  3. 3. Then… • Press releases (faxed) • Newsletters (mailed) • Magazines (print only) • Mainstream media coverage • Top down control • One-way
  4. 4. Now… • We still write press releases and publish magazines but… • 24/7 news cycle • Blogs • Video • Podcasts • Two-way
  5. 5. What is social media / Web 2.0? • Digital tools and services that allow content creation with little to no technical knowledge • Consumer-created content • Personal profiles • Shared interests / online communities • Mashing together peoples’ work for enhancement or entirely new purposes
  6. 6. Social networks • Facebook • Del.icio.us • MySpace • Twitter • YouTube • Friendster • Flickr • Wikis • Blogs • And on and on… • LinkedIn
  7. 7. “Join the conversation” • Dozens / hundreds / thousands of conversations taking place every day online about your organization • Who is talking? Who is listening? • What are they saying? • What are you saying in response?
  8. 8. Why join the conversation? • To correct misconceptions • To provide less formal interaction with your organization • To strengthen connection to your organization • To continue sense of community • To strengthen your brand
  9. 9. But before you start talking… • Listen • Read • Ask • Plan • Implement • Listen / Monitor • Regroup • Revise
  10. 10. But I publish a magazine! • Continued demand and need for printed news • Opportunity to re-purpose magazine content • Opportunity to lengthen life of content • Imperative to make written content relate to and reference digital supplements
  11. 11. Okay, I want to play. Now what? • Survey available tools • Choose tools and strategies that fit your strengths • Plan goals for campaign • Implement
  12. 12. Vanderbilt & Podcasts • History of online audio • New “content” generated everyday • Omnivore approach • Partnered with the Big Brand
  13. 13. Vanderbilt & Video • Identified growth area • Corralled talent • Again, leveraged partnerships www.youtube.com/ vanderbilt • Video caveat - Remember, you’re not Spielberg, and you don’t have to be!
  14. 14. Measuring success • Determine who you are reaching and how • Measurement built into many social media tools • Third party companies exist to help measure your campaign and also your “conversations”
  15. 15. Integration
  16. 16. Social media in a crisis • Immediate information • Opportunity for connection • Rumor control • Ongoing updates • Portability
  17. 17. Social media is the crisis • Juicy Campus • Bad Jocks • CollegeSnafu
  18. 18. Contact • Melanie Moran Assistant Director, Vanderbilt News Service (615) 322-7970 melanie.moran@vanderbilt.edu blogvu.wordpress.com twitter.com/melaniemoran

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