2. A LITTLE ABOUT US
Aaron Jaco
@aaron_jaco
Senior Media Strategist
Drake University
aaron.jaco@drake.edu
Kyle Gunnels
@kgunnels
Senior Strategist
TVP Communications
kyle@tvpcommunications.com
3. WHAT WE’RE HERE TO
TALK ABOUT
Abundance of commentary and platforms
Social media: a shifting paradigm
What does it mean to be strategic?
Evaluating new networks
Planning ahead: after taking the leap
Case studies along the way
8. SOCIAL MEDIA: A SHIFTING
PARADIGM
Social media is not an “add on”
More than just PR—community building
No longer limited by need for super-polished content
• Spontaneous, authentic, personal, shared creativity
No longer one-way pushing out of “official messaging”
• It’s a conversation, visual storytelling
Users move from one social media platform to another
9. WHAT DOES IT MEAN
TO BE STRATEGIC?
How to approach new networks
• Be adventurous, optimistic AND apprehensive
How does social media innovation fit into overall
integrated marketing plan
11. WHAT DOES IT MEAN
TO BE STRATEGIC?
“I can assure you: The people who have real knowledge
when it comes to social networks, their demographics, and
their use aren’t going to walk into a room and tell you that
you need to post twice a day on Facebook, have a Twitter
account, post videos on YouTube, and check in often on
Foursquare.
The people who say that are bullshitting you. The
knowledgeable people are going to tell you which
platform, if any, might be a good fit for you and your
audience and figure out a way to best integrate it into what
you do.”
• B.J. Mendelson, “Social Media is Bullshit”
12. EVALUATING NEW
NETWORKS
Are your audiences using the platform?
What’s your objective?
What will the time commitment be?
Is it sustainable?
Will it endure—do you care?
• Does your boss care?
How are other schools using it?
Is there a first-mover advantage to early adoption?
• Are there consequences/benefits to waiting?
13. DON’T FORCE YOURSELF TO
FOLLOW A POPULAR NARRATIVE
Not every network means the same to every institution
Your students, alumni, internal audiences, etc., are
unique
It’s hard for someone to be an “expert” in an area that
changes so quickly
Healthy skepticism can save you from a social media
graveyard
16. TUMBLR: NOT JUST FOR
TWEENS
Life at Ithaca College: #IClife
• “Ten disposable cameras. Five locations. One
authentic view of a day at Ithaca College.”
18. PLAN AHEAD—WHAT’S NEXT
AFTER YOU MAKE THE LEAP
Update your social media policies, if necessary
Incorporate new platforms into crisis response plans
Be ready to populate content
Think through what tone messages will have (and
know that it might change)
Be prepared to fail
19. IF YOU REMEMBER ANYTHING,
REMEMBER THIS
Do your research
Dig into and experience new platforms
Have conversations, with everyone
Know the value of “no”
20. IF YOU REMEMBER ANYTHING,
REMEMBER THIS
The wise strategist looks for
reasons to say yes, but holds a
default position of no.
23. WHILE WE WAIT: #AMAHIGHERED POLL
TWEET “1” IF YOU’RE A CAT PERSON
TWEET “2” IF YOU’RE A DOG PERSON
(You had to be there inside joke)
Final vote count:
• Dog people—42
• Cat people—15
• Duck people (write in)—2
