Krywosa, IMC

It happened again: Facebook updating its home feed look and added other functionality. As you can imagine, this sparked yet another rebellion by hundreds of thousands of angry users. But, given the outcome of past rebellions against its updated look and feel, does it pay to even rally? Yes, the TOS rebellion went the users way (at least a little bit), but that has nothing to do with the ease of use of the site.

Here’s something to consider: perhaps Facebook is doing us (and themselves) a favor. They force us to change the way we use the medium. They try out new ways of viewing content on us and we adapt. Maybe instead of feeling jilted at the loss of the status quo, we should be thankful for exercising our media use savviness.

Since it seems the majority of social network users  spend the most of our time in Facebook, it makes sense that it becomes a familiar freind. Something we take for granted until it is changed. But wouldnt it make sense for us to embrace these changes, enhancements, as a learning experience? Since some of people use only Facebook, the changes being made could aid in being media savvy, and help when they do venture out into other networks. Not only will they be mentally agile, they’ll also be able to have the expereince of different streams of information and functionalities.

Lately, everyone’s been talking about creating a social media strategy. Ok. Not lately, but for the past year. I went back and forth on this for a while. Yes, you DEF need a strategy. No, you kinda dont need one. Back and forth, back and forth.

Well I’ve settled: YES. You DO need one. Why? Well, without one, whats the point? You are just ‘doing to do’. You may end up with some positive outcomes but overall, did you achieve your goal, or just a goal in general? Did you move the needle or just do a good job at what you started at?

While I was thinking NO the reasons were because everything changes so fast. Some days, one account has a curious uptick with no internally based promotion. Others, things you think may have worked to increase traffic tanked. Maybe going with the flow, with no real set plan is the way to go. Again, what would be the purpose? A certain number of followers/fans/group members doesnt mean anything when those numbers are just that. The point from this: a good strategy allows for mid campaign change without waiting till the end. You must be agile.

What is your purpose? I know this has been written about several times and ways but its truly the bottom line: What does your success look like? Is it an uptick in applications/accepts/enrolls? Is it a campus that feels more engaged and connected? Both have different strategies and knowing that and planning around them is the main “light bulb moment” that people need to have.

For instance, which is more valuable: a Facebook group with 1400 members and 143 posts or a group with 850 members and 400 posts?

My answer? Both. Depending on the goal. If its just to communicate information to a large audience in a niche way, maybe its ok to not have as much engagement. Although much is crammed down our throats about ‘millennials’ some are just ‘watchers’. If its to create a sense of community on an urban campus, perhaps less people with more posts (and posters) is a win.

Thoughts?

Last week, I began to ponder the style of a branded Twitter account with fellow Twitter peeps @lanejoplin, @timnekritz, @radiofreegeorgy, @thanhancock, @bradjward. Supposedly, as channel/community manager, you’re taking on the brand persona, right? Or are you putting your own persona into the brand? Do you have a plan for your tweets or are they random? The more this was discussed, the more a blog post it deserved.

Personally, I’ve been putting on the University brand, primarily, touting University events, related news stories and of course, Boston updates. One thing I’ve not been doing too much of is interacting. Being someone who endlessly preaches ‘interaction, integration and two-way communication’ I cant really sit idle any longer: Its time to Tweet.

As I move forward in discussing and commenting on students and other follower/followees there’s a line to draw. How much is too much? Is too little robotic? Can I really chime in on how much I loved the Cuddy/House drama last week (Thanks for the input, @lanejoplin:) )?

I’d love for branded tweeting to take on a more personal touch, but how much of that touch is one person’s idiosyncrasies and lovable quirks versus a unified branded approach? Can both live simultaneously in harmony? What happens when the (hopefully, luckily) loved persona moves on or becomes too busy?

I’m thinking the answer is a little bit of both: stay true to the university brand and persona while also injecting a little personality to keep things interesting. Of course you wont get political or attach links to stories that’ll stir the pot, but generally, you’ll be able to have fun while providing information.

That’s what social media is all about, right?

In another installment of ‘getting to know Jess’ and after many great Twitter conversations created around @rachelreuben’s conference Tweeting, I’m attaching links to a few choice publications that I authored in my previous position. I think they are still relevant in the conversation of ‘is social media worth it’, especially for low income families.

Achieving College Access Goals: The Relevance of New Media in Reaching First-Generation and Low-Income Teens

How College Access Marketing Campaigns Can Utilize Social Networking Web Sites

Creating a Strategy for Community Engagement

It seems that I get asked ‘Jess, why do you use Twitter?’ on a daily basis lately. It made me think about why – is it just for fun? Informational? Here are my top five reasons why in no particular order.

1. Its Fun: Yes, its obvious. If you’re spending most of  your day checking in with people (most of whom you dont know IRL) you’re going to have a bit of fun. Between Elfing Yourself and Cowbelling, its going to get a little less than boring. True.

2.  Its Educational: Even as a relative Twitter newbie, I cant tell you how many times I’ve learned things via Twitter that normally I’d not have bumped into on my own. Today’s example was Bettie Page’s death. I had no idea – I dont watch or read the news much – and probably wouldnt have heard.  And when I did, it would have been much, much later. Now I learn things more quickly. (PS and look like I’m informed!)

3. Its Helped My Working Life Tremendously: With the growing list of people I follow, I’m able to interact with some of the greatest minds in my field. People who, normally, I’d not be able to reach quickly, and if at all, never mind a response. Access to like-minded professionals in the industry has been one of the greatest take aways from my Twittering. Have a question at work or need to know of a great example of something? Ask your Twitter Friends and get instant feedback. Pay attention to people and you find gads of information on topics you care about. Again – look like you do a lot more work paying attention to the Internet than you do by passing along information you share with your Twitter folks.

4. Networking, networking, networking: Sure you meet people at conferences and work but do you regularly interact with them? Do you read their blogs via RSS or email with them? Twitter has cut all of that out for me. I can now access people instantly, and more than likely, receive their blogs this way as well. I’ve abandoned several feeds in my Google Reader because of this. Also, by interacting with these people, you’re building your personal net worth. By providing them with helpful information, not just shouts, you are creating a rise in your own personal brand.

5. Shameless Self Promotion: Of course, Twitter is an easy way to boast and show off. Provide your blog via a feed. I’ve seen my traffic quadrupled in a couple of weeks by doing this alone. I get asked questions. I engage in philosophical discussions. All of this helps you build on your networking and who knows, maybe even end up with a job out of the situation. Regardless, everyone promotes something on Twitter, the key is, to do so in a helpful way. No body likes an all caps guy, basically, the equivalent of a ‘feeder only’ or ‘your commercial here’  kind of existence on Twitter.

So come on in!

@jesskry

OK. I’ll admit it. I was excited about the premiere of Fox’s new reality series ‘Secret Millionaire’. For those of you who have a million and one better things to do, I’ll fill you in: a few Millionaires willingly give up their status to go undercover to live in poverty. They meet other people and at the end reveal that they really aren’t who they say they are, and they give a deserving person $100,000 of their own money.

I’m a sucker for reveal shows, and as I sit here watching this, I realize, ‘arent we all capable of doing something similar’?

What do you have, a skill, a talent, a connection, or some other item in your life that you might take for granted? Something that’s a part of who you are, be it a group of friends, good business connections, or a higher than usual knowledge of social media?

What if we all noticed a little more those around us who we could benefit with things that are commonplace in our lives? How much would it mean to someone else to provide them something that we have and can stand to share?

In this economy and holiday season, take a closer look around and consider reaching out and giving back something. You’d be amazed how much it is appreciated, and what it could blossom into.

By now, unless you were under a rock this weekend, you’ve heard about Plaxico Burress of the New York Giants accidentally shooting himself. As an avid NYG fan, this is not shocking news, but got me thinking about all of the incidents and absurdities we’ve had to deal with involving Burress. For all his work and salary, he’s becoming more of a problem and less of a priority. Sound like your marketing efforts? Read on to find out how not to pull a Plaxico.

1. Holster (and put a safety on) your weapon: What is your organization using to keep you safe? Is it the same old, same old mentality and way of doing things? Is it safe guarding your web presences by stopping open conversations before they happen? Limiting transparency by not allowing comments on a blog/media/web site? Maybe what you think is keeping you safe, is really detrimental to your success and safety as a presence in your sphere. In the end, doing these things will make you look foolish, not cool.

2. Can the ego: Think that your offerings and brand dont need consumer input? Think again. By consistently shutting out external feedback you are basically telling current and future customers that what they think and want do not matter. You know them better than they know themselves and you’ll tell them what they want and when. Without two way communication, via social media or other give and take, you lose potential ideas and creativity that may offer insights to an audience that you’ve neglected. Make sure you have a vehichle for comments and interaction with your key consumer base.

3. Understand – you ARE replaceable, and possibly, unnecessary: You may think that what you have to offer is better than anyone else, but you are wrong. There is always someone else offering something – if not identical – very similar to yours. Without consumer connection with your brand, and community, you risk them feeling no connection to you and seeking solace elsewhere. In this tight economy, consumers may also find reasons that they can cut their costs by not consuming your product or service making you expendable. It is crucial to build rapport with consumers, not only to keep them as customers, but to continue to update your offerings through customer feedback and need analysis.

Image courtesey of Ted Kerwin.

Check out my submission for the .eduguru new blogger contest. Remember to vote for me!

In an effort to be transparent, below is what I typed up for my Vice President of Enrollment and Retention (AKA – my boss) regarding my key take-aways from Statmats 08. I may be wrong or right, but these points represent what I learned and need to leverage for my individual political situation. They in no way encompass everything I learned – that would be way too much information for my VP! Thanks again to everyone who presented. I look forward to keeping in touch and learning from each other as we move forward in our efforts.

No one knows exactly how to use social media for higher education marketing – but they are trying. Many universities are trying it, but no one has a strategy that is perfected. Everyone is testing different things for their individual audiences. It is a usual strategy to have a student take on the content management – community management – for social networks since they know them best.

ROI/analytics and building a community – make sure you are doing both. Information was presented on creating a return on investment calculation and Google/email analytics to suggest that efforts result in revenue for the university. It was cautioned that these should not be the only results you are looking for: that traffic and applications do not tell the entire picture. Building a community virtually and continuing the conversation openly with prospects and current students and alumni should be the focus – not just hard and fast numbers.

There are many things out there, but we should not do all of them. Facebook, MySpace, Bebo, Orkut, Twitter, Ning: the list goes on and on and will only continue to grow. Create a social media strategy and stick with it making changes as lessons are learned along the way. Outline concrete goals and stick to them to see if what you are doing is moving the needle. By using everything randomly we don’t know what sticks or not and risk confusing our audience. All branded social media offerings for the university as a whole should be integrated and have a strategy.

Everyone is still learning. As mentioned previously, no one has all the answers. Those that presented said that they are trying different things and finding what works for their particular audience, campuses, and goals. There will be mistakes. We are all learning from each other and sharing our knowledge via Twitter and blogs. By integrating all of our successes and failures we anticipate finding ways to further our individual goals.

What’s Next?

·        Over the next month, I will be creating a social media strategic plan that will integrate current and future offerings.

·        Suggested Reads: Groundswell, Made to Stick, Here Comes Everybody, Wisdom of Crowds.

·        I will be tweaking the monthly Google Analytics reports to be more inclusive of community building – not just number crunching.

·        I will be monitoring news, blogs and twitter for mentions of our university

·        I’ll be taking a closer look at our email campaigns to see if we are targeting them well with specific content

Yes. Yes, it’s been a while. I know I’ve added the kiss of death to my own blog by abandoning it for a bit. But now, I’m back, and hopefully, better than ever.

Many people confuse ‘Social Marketing’ with ‘Social Media’ and I’ve heard many complaints about the mix up. I’ve also heard many health marketers cry evil when anyone else commandeers the term ’social marketing’.

These days, all marketing, excuse me, all GOOD marketing, IS social marketing in a sense. Don’t get me wrong, not all product marketing is for the good of the consumer, it is still about turning a profit. But, shouldn’t all marketing take into account the wants, needs, desires and attitudes, beliefs and behaviors of consumers?

I think its funny that many corporate jobs turn down us nonprofit – social – marketers because we lack profitable or corporate experiences. Shouldn’t we be the most sought after candidates? What with our deep background in analyzing client perspectives, needs and barriers to accepting new behaviors?

As corporate America struggles with how to connect with new, and keep existing, customers, they are also suffering by not adding nonprofit talent to their roster. These are the people who have extreme drive, potential and unique communication problem solving experience. Working within the confines of a constrained budget – if there is one at all – and having to tie back all expenses to outcomes, wouldn’t you think these would be the most sought after hard working people in the industry today?

If so, hit me up. I’m currently seeking to help you out.