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New media in higher education
Transcript of New media in higher education
myspace wordpress linkedin bebo roles of new media in higher ed NM adapts to the changing landscape of communication and allows flexibility for change in communication or marketing strategies; it isn't set in stone like a printed news article or ad
Allows for real time updates as they become available in crisis/breaking news scenarios.
Change plan based on what's happening now.
mass email homepage newsfeed
Messages have the ability to spread quickly and virally, from brand to crisis messaging.
Time is of the essence, BUT accuracy is key.
Knowledge of multiple platforms to distribute message consistently.
Unique, dynamic ways to distribute info and personalize user experience such as multimedia packaging to enhance messages that would otherwise be dull.
Means for which to track hits, page visits, clicks, etc. to find out what messages work and what do not for target audiences.
Ex: bit.ly, TwitterGrader, internal tracking software, etc.
Send messages to certain taget audiences (donors, in-state or out-of-state undergrads, alumni, staff & faculty, etc.).
Customize the experience for audience.
Concerns for new media in higher ed outlook for new media in higher ed RSS time credibility loss of control Constant flow of info in real time.
With dwindling resources in academia, question of how much time to dedicate?
Unlikely NM will replace current forms of media, but will complement it—adds another medium to manage and monitor.
Anything goes and is said online.
Entering NM opens the gates for the good, the bad and the ugly.
Comments open forum for negativity, falsehood of institution; but also opens forum for community interaction and stewards of the brand/institution.
Anyone can say they're someone.
Important to stake claim on institutional accounts.
more platforms wannabes more traffic privacy issues SM and electronic media is here to stay as more people get involved.
New technologies emerging every day and it's the viable ones that matter.
More individuals creating NM accounts to be perceived as 'real deal' – especially as new platforms are introduced.
Important to claim space now, watch for new platforms, and monitor those who are doing more harm than good.
More people joining social media sites and signing up to be on e-mail lists.
Growing target audiences.
Platforms alter privacy settings and offer information to third-party sources.
How much is too much?
adapt Why get involved? Brian Solis, “The Conversation Prism,” which he describes as “the art of listening, learning and
sharing.” According to the Pew Center study of online social networks among American
teens... 55% of all teenagers who are online use social networks like MySpace or
Facebook. 64% of 15-17 year-olds create online profiles in these networks. ...and that's just one reason to get connected. ...engage with audiences the way they want to be engaged. Why else? recruitment. branding & marketing. donor relations. community interaction. school pride. presidents who are blogging List of presidents who are blogging is growing.
Offers first-hand account from the most powerful person on campus.
Can cause damage to institution if presidents 'let loose'
Great example of transparency
Reuben, Rachel. "The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education." 2008. Web. 18 April 2010. <http://doteduguru.com/wp-content/uploads/2008/08/social-media-in-higher-education.pdf>