Ernest and I have been sharing our thoughts about social media in our blogs at ProofGroup.com for a while now. Now that we have launched edSocialMedia we are going to be doing our social media writing (and talking and videoing) in this space.
Rather than moving or duplicating the content, I thought I would pull excerpts from a few of our earlier posts and link back to them so that you can take a look.
First, the internets have grown up for sure and we now live in a post-connected world. If you aren’t on the web and IN the web, you better re-evaluate the way you do business. And I don’t mean having marketing-websites, flash-driven glossy brochures. I mean having an authentic presence that combines user participation and openness. The new “think” is “open”. If traditional marketing was about putting lipstick on pigs, we are officially post-lipstick and all pig.
As someone who develops and consults to Admissions/Development offices on their information systems, I am with Karlyn Morissette in saying that you can absolutely measure social mediaâ€™s ROI. Every point of interaction should be captured, and Social Media needs to be part of any schoolâ€™s marketing plan. Donâ€™t confuse social-marketing with ad-hoc marketingâ€¦authentic doesnâ€™t mean it has to be random and unguided.
It struck me as a bit uncanny how this emergent movement feels so much like the last one. There’s lots of enthusiasm, many champions and big ideas and yet there is an equally palpable sense of anxiety and wariness of the whole thing.
On corporate policy and personal responsibility in social media engagement:
What I say to employees is that social media may be ground-breaking but it doesn’t do away with professional responsibilities. Social media’s success in a company is predicated on a great measure of trust. But to be trusted with your company’s brand, you have to earn it, and you can’t earn it by being a perceived bad corporate citizen. To be clear, I am not discouraging innovation or any efforts to challenge internal corporate dogma. I am saying that as employees, we would do well to differentiate between internal debates and public ones.
[…] I think that Twitter (and Facebook for that mater) actually has the potential to make a blog, and other media content, more relevant and visible. I believe that particularly if you are concerned with marketing something (be it your personal brand, a product or a school), or reaching out to a constituency, microblogging is a tool that can make your other tools more effective. On its own, it is not going to get you very far in establishing the credibility or utility or desirability of the things that you want to talk about. There just isn’t enough room to share what you need to share.
If you are a prospective parent or student, how can you not be impressed by the quality of what the students are producing? If you are an alum, how can you not be proud of the product that you see coming from your alma mater? Doesn’t following WA Mash give you a more vibrant, personal, immediate look at the kind of students and opportunities at Worcester Academy than the view book ever could? I am not necessarily suggesting that it is a replacement for a view book – but what a complimentary piece.