Conversations, Clicks, Community, and Content

By Eric Stoller. How a school handles its social media endeavors says a lot about the culture on its campus. Some institutions treat their social media channels like virtual billboards. Content is pushed out, conversations rarely take place, and posts get little to no engagement. It's essentially a hallmark of the old ways of doing communications. Think of it as PR 1.0...it's not engaging and it's certainly not adding very much value for the various audiences who like to engage with a school. Contrast that type of social media use with what most agree as being part of the best practices communications mix: conversations, reciprocity, customer service, community-driven content, and a commitment to engagement-oriented missives. Read more...