New media and the new pr
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Transcript of New media and the new pr
New media and the new PR
Andrew CareagaDirector of Communications
Missouri University of Science and Technology
iModules Summer Sizzler ConferenceJuly 8, 2008 || Kansas City
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What happens when old and new collide?
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All about the
Mashup may refer to:• a digital media file containing any or all of text,
graphics, audio, video, and animation, which recombines and modifies existing digital works to create a derivative work.
• the musical genre encompassing songs which consist entirely of parts of other songs
• a video that is edited from more than one source to appear as one
• a web application that combines data and/or functionality from more than one source
Source: Wikipedia
‘Don’t tase me, bro!’
‘Don’t tase me, bro!’
‘Markets are conversations.’
Christopher Locke, Rick Levine,Doc Searls, David Weinberger The Cluetrain Manifesto (www.cluetrain.com)
A Facebook-style social network
Clinton’s isn’t
Disintermediation
Eliminatingthe middleman
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Creators
Critics
Collectors
Joiners
Spectators
Inactives
The ladderof participation
Adults Youth
18% 39%
25% 43%
12% 14%
25% 58%
48% 66%
44% 26%
Source: “Social Strategies for Revolutionaries,” Charlene Li/Forrester Research, Groundswell (groundswell.forrester.com)
Base: US online consumersSource: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey
Source: Business Week, "Web Strategies That Cater To Customers," June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)
Blogs as news sources
October 2006 – 12 blogs in top 100
December 2006 – 22 blogs in top 100
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)
Blogs as news sources
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)
Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)
Social networks: Catalysts for activism?
Meet our Wikipedia editor
An example close to home
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An example close to home
‘Sudden jihad syndrome’
‘We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’
‘Sudden jihad syndrome’
‘Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’
Portion of transcript from Rush Limbaugh Show
Stay in the know
Educate yourself about social media
Plan to monitor your online reputation
Prepare to respond – or not
Use the right tools to reach key audiences when you need to set the record straight
Monitoring online reputation
• Monitor keywords– Google News Alerts– Google Blog Alerts– Technorati– BlogPulse– del.icio.us– Digg– Flickr– YouTube– Google Video– Blinkx (for video)– Summize (for Twitter)
• Join the Wikipedia editorial team
Your del.icio.us reputation
Don’t overlook these sitesCampusDirt.com
Don’t overlook these sitesStudentsReview.com
Don’t overlook these sitesJuicyCampus.com
Responding to online media
• Do nothing
• Respond on initiating vehicle
• Respond on your site or at large
• Respond traditionally
Thanks to: Shel Holtz, “Blogs Gone Wild,” Ragan Communications Social Media Conference, Sept. 27, 2007
Dalhousie University’s response
• Don’t change the name. Improve the branding.
• The real need is marketing. UMR doesn't need a name change -- UMR needs to market itself for what it is -- a high quality technical university where a kid can get a premium education and find a good job on graduation. … This whole discussion on a name change is a diversion from addressing the real issues facing the university. Lets get out there and market UMR and stop wasting time and resources on organizational diversions.
• Why not go back to Missouri School of Mines? It may not be as accurate anymore either, but at least is a tradition.
• I think the new name should be UstaB! You know MUST UstaB UMR UstaB MSM. Missouri University of Science & Technology.
• As an alumnus currently studying at the University of Oxford, I can certainly speak to the problem of the 'hyphen'. Many of my fellow researchers are familar with the good work being done by the Metallurgists and Ceramists of UMR. Unfortunately, they constantly refer to the 'University of Missouri', NOT the 'University of Missouri hyphen Rolla'.
• Being a former UMR student I can attest to the fact that UMR automatically relegates us to branch status. When you tell people where you went to school the response is typically, "the University of Missouri Rolla". And the standard response is, "So that's another campus for Mizzou?"
• It would make me happy to have an alma mater with a name that sounds like a real school rather than an extension campus, so I am in favor of a name change.
After the vote
• The approved name change makes me nauseous! The new name sounds like a vocational school. If anyone needs an 8 month certificate for a future career in Paralegal, HVAC, or Office Administration, I'll be sure to direct them to Missouri S&T. Nice one!
• Fantastic! The new name, Missouri S&T, sounds like a junior college trade school. For example, ITT
Weathering the storm
90 posts
512 comments
5.69 comments/post
5.3 comments/post(minus my 35 comments)
6 months in: negative-to-neutral/positive ratio: 8 to 1
Overall negative-to-neutral/positive ratio: @5.5 to 1
St. Patrick’s Day (1 day afterAP story)
After emailto alumni
Andrew [email protected]://highered.prblogs.orghttp://twitter.com/andrewcareaga
Download slide presentation athttp://www.slideshare.net/andrewcareaga
THANK YOU!And keep in touch