Tag Archives: YouTube

Alyssa Explains It All, or on being social and open to ideas

Our student blogs have really stepped up in content concepts this year, evolving past “this is what I did last week” and into more purposeful and useful directions. Since I believe in sharing, I’ll post more info here on the various projects, but wanted to start with how a random tweet turned into an outstanding freshman video blog.

On Sept. 1, this tweet to @sunyoswego caught our attention:

A freshman willing to make videos on the college experience? Were we dreaming? After checking Alyssa’s video channel, we realized she had talent, panache and essentially everything you’d want in a video blogger.

After a meeting, we decided on a theme, Alyssa Explains It All, often on the transition to college, an area where she is eminently qualified. Each webisode focuses on a topic, conveying it with humor and honesty, and it appeals to new students as well as those looking at colleges. She does all the work herself. The shows so far:


Episode 1: Time Management


Episode 2: Making Decisions

I’m very happy with how she’s developing the shows, and she has been asking users for topics to explore and explain. But the series also shows one more example of the importance of being in and listening to social media channels. And the importance of remaining open to new ideas and fresh talent. Because who knows … your next great content contributor could be just one tweet away!

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our quest: a day for research tuned into social media.

When doing social media for any college or community, you have plenty of easier, shinier events to tackle … but how do you take something like student research and creativity and give it a big treatment via social media? With a little (or a lot) of help from your friends.

At SUNY Oswego, Quest is our annual celebration of research and creative activity, where classes are canceled for the day and hundreds of sessions (mostly student-run) showcase the academic core of our college. For some, it means a day off to party (and/or to do so the night before), but for our serious student scholars, it’s a day they work very hard toward. It’s not as easy to cover as, say, a hockey game, but it represents the lifeblood of learning. So giving it big social media coverage — even if some would say it’s not “sexy” — is worth doing.

For this, our first major Quest social media campaign, we had a lot of help from Gary Ritzenthaler’s journalism students. Some live-tweeted events they attended; others blogged summaries of sessions. They submitted blog entries via Posterous and many showed up on our well-trafficked Oswego Student Blogs with a special Quest section. The extra-credit work of these students complemented the always awesome live coverage from my student social media team. I also shot and assembled photo galleries for our human-computer interaction (mostly gaming-related) session, our artistic demonstrations and poster sessions for the Quest blog. The #quest12 tag far, far exceeded any of my expectations, and anyone following it saw a nice sampling of everything the day presents and represents.

Preparing for Quest, student social media team members shot and edited multiple videos previewing student presentations. A few of us took video from sessions which one of my students edited into a Scenes from Quest project.

Topsy tracked 168 hashtag mentions, 120 on Quest day itself, which doesn’t make it a trending topic … but it’s probably about 160 more tweets than we’ve had about Quest in past years. The four videos may not have gone viral (I do hate that phrase) but garnered more than 550 plays and counting. I saw them widely shared around Facebook and Twitter as well. So while not everyone would consider these knockout social media statistics, they do represent a nice starting point for an event that hasn’t had much of a social profile previously. Moreoever, it shows it is indeed possible to build a social audience for an academic event, a nice finding in itself.

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blizzard of #ozwhiteout.

The biggest event on campus (outside of graduation) is when Oswego hosts our archrivals Plattsburgh in men’s hockey. Oswego was ranked #1 in the country coming into the weekend; Plattsburgh #4. Posts on our Facebook page on the topic often earn more than 100 likes, comments on past contests and “Go Lakers!” cheers, so it’s a good time to promote a hashtag. With our usual constraints (zero budget, staffing of just me and any available interns), we picked up the banner of #ozwhiteout and ran with it.

Quick take (if you don’t want to read the whole Storify below): We were able to get the support of student TV station WTOP early, which was big. What worked best for our main Twitter outlet, @sunyoswego, was posting quality content — video, photos, score updates — others were likely to retweet. We drew a prediction from one of our most famous alums, ESPN’s Steve Levy, into the stream. And a quick raw video I hurriedly shot, edited and uploaded to our YouTube channel picked up hundreds of hits almost instantaneously. Oh, and Oswego won 3-0. Go Lakers!

  1. Promotion of the hashtag started early, as I reached out to WTOP Sports Editor Justin Andrews, who took my class last semester.
  2. Share
    @jandrews89 Ha! Also, I kind of favor #ozwhiteout cuz it’s shorter.

    Wed, Feb 15 2012 12:37:13
  3. Share
    @TimNekritz noted for this weekend. #ozwhiteout will be the official @wtop10 tag for the game.

    Wed, Feb 15 2012 12:39:52
  4. Once WTOP was on board, and with the @sunyoswego account putting out regular content — often retweeted — the hashtag was up and running.
  5. Share
    The campus is abuzz over tomorrow night’s #ozwhiteout game between Oswego, #1 in the nation, and Plattsburgh, #4 nationally. Go Lakers!

    Thu, Feb 16 2012 11:10:35
  6. Share
    RT @sunyoswego: The campus is abuzz over tomorrow night’s #ozwhiteout game between Oswego, #1 in the nation, and Plattsburgh, #4 nationally. Go Lakers!

    Thu, Feb 16 2012 11:14:14
  7. Share
    First of all thank you @TimNekritz for letting/creating the official #ozwhiteout hash tag. Now T minus 20 hours till game time.

    Thu, Feb 16 2012 23:37:44
  8. Share
    It’s the final countdown! #1 @sunyoswego Lakers vs. #4 Plattsburg Cardinals! Puck drops tonight at 7pm #whiteoutweekend #ozwhiteout #getsome

    Thu, Feb 16 2012 23:46:04
  9. Then a fan asked for a prediction from ESPN’s Steve Levy, one of our most famous alumni.
  10. Share
    @espnSteveLevy can we get your prediction for the big Oswego v. Plattsburgh #whiteout game tongiht? #golakers

    Fri, Feb 17 2012 12:54:49
  11. Steve responded, full of Laker pride.
  12. Share
    Either 9-0 or 4-2, OZ wins either way RT @TheBillReese: can we get your prediction for Oswego/Plattsburgh #whiteout game tongiht? #golakers”

    Fri, Feb 17 2012 14:20:34
  13. Of course we’re going to share it, adding a hashtag to pull it into the conversation.
  14. Share
    :) RT @espnSteveLevy: Either 9-0 or 4-2, OZ wins either way RT @TheBillReese: can we get prediction for Oswego/Plattsburgh game? #ozwhiteout

    Fri, Feb 17 2012 14:30:16
  15. Yet more alums chime in, including one with an interesting story.
  16. Share
    RT @wtop10: Watch the #ozwhiteout game on WTOP10 tonight! Go Lakers!

    Fri, Feb 17 2012 14:40:12
  17. Share
    I will be listening to the game while working on an ambulance in Rochester tonight…LET’S GO OZ!!! #ozwhiteout @sunyoswego

    Fri, Feb 17 2012 15:00:45
  18. Thanks to a tip from prominent alum/Laker fan Lou Borrelli, I received word the line for admission (slated to start at 4; it went a bit early) was hitting critical mass, even tho doors weren’t slated to open until 5:45. I walked the line and took a quick raw video, which I quickly ran through iMovie (for a title) and posted to our YouTube page.
  19. Share
    Walking the Line for #ozwhiteout

    Fri, Feb 17 2012 16:08:44
  20. Which we then posted (and saw many folks share).
  21. Share
    Quick video look at students lined up for the #ozwhiteout game … this line will get much longer! youtu.be/j2AiD4vpjow

    Fri, Feb 17 2012 16:14:50
  22. Even Mother Nature wanted in on the action …
  23. Share
    Just started snowing.. maybe it really will be an #ozwhiteout ??

    Fri, Feb 17 2012 16:15:48
  24. Share
    Off to Oswego for the white out hockey game and see my brother @jandrews89 #ozwhiteout

    Fri, Feb 17 2012 16:27:14
  25. Fans even provided their own photos on the tag … the line is getting really long at this point.
  26. Share

    Happy whiteout 2012! #ozwhiteout http://instagr.am/p/HH3ep7Azi6/

    Fri, Feb 17 2012 17:07:00
  27. And I received a photo contribution from a dean! Dean Fritz Messere of the School of Communication, Media and the Arts, to be exact.
  28. Share

    http://yfrog.com/kiiasaqj Dean Messere sent along this photo of the first students in line for the #ozwhiteout.

    Fri, Feb 17 2012 17:12:30
  29. Share
    Go LAKERS!! #ozwhiteout 2012

    Fri, Feb 17 2012 17:35:26
  30. Share
    At the whiteout game? Come say hi at camera two next to the @espnstevelevy pressbox! #ozwhiteout #puckflattsburg

    Fri, Feb 17 2012 18:05:07
  31. Share
    White out game! Let’s go #oswego #ozwhiteout with my favorites @ericasuzan24 #Sam

    Fri, Feb 17 2012 18:16:29
  32. Share
    Oh, just #1 and #4 in the country, Oswego vs. Plattsburgh, sold out. NBD. #ozwhiteout (@ Campus Center Arena) 4sq.com/yUKlep

    Fri, Feb 17 2012 18:21:50
  33. Share
    10 mins til puck drop. This is sure to be a great one! #ozwhiteout

    Fri, Feb 17 2012 18:51:21
  34. During the game, we provided scoring updates, sometimes reposted by official media! And fans contributed their perspectives.
  35. Share
    First goal of that game is a slap shot by Oswego’s #28 Jesse McConney from #21 Tyler Leimbrock! Way to go Lakers! #ozwhiteout

    Fri, Feb 17 2012 19:14:13
  36. Share
    I believe we are already in funkytown #ozwhiteout #JustSayin

    Fri, Feb 17 2012 19:15:27
  37. Share
    RT @sunyoswego: Slap shot by Jon Whitelaw! 2-0 Oswego. #ozwhiteout

    Fri, Feb 17 2012 19:30:38
  38. Share
    Lakers still lead 2-0 after 2 but will start the 3rd at a 5-on-3 disadvantage. #ozwhiteout

    Fri, Feb 17 2012 20:20:21
  39. Share
    This is uncomfortable. RT @sunyoswego: Lakers still lead 2-0 after 2 but will start the 3rd at a 5-on-3 disadvantage. #ozwhiteout

    Fri, Feb 17 2012 20:24:24
  40. New media professor Gary Ritzenthaler chipped in his view … literally.
  41. Share

    Nice view! RT @gritz99: Seats right on the ice for #ozwhiteout game! Go Lakers! http://yfrog.com/esd9ladj

    Fri, Feb 17 2012 20:30:19
  42. Share
    Chris Ayotte’s one timer puts Oswego up 3-0 over Plattsburgh! 12:00 to go! #ozwhiteout #LetsGoLakers

    Fri, Feb 17 2012 20:43:43
  43. Share
    Power play goal by Chris Ayotte! 3-0 Oswego! #ozwhiteout

    Fri, Feb 17 2012 20:43:58
  44. Share
    We’re okay. Puck just flew over us! #ozwhiteout

    Fri, Feb 17 2012 20:54:52
  45. And, at last, tales of victory rang throughout the land.
  46. Share

    Victory! #ozwhiteout http://yfrog.com/h0do5ecj

    Fri, Feb 17 2012 21:14:10
  47. Share
    Oswego hangs on for the 3-0 win! Lakers are your SUNYAC regular-season champs! #ozwhiteout

    Fri, Feb 17 2012 21:09:30
  48. Share
    RT @sunyoswego: Oswego hangs on for the 3-0 win! Lakers are your SUNYAC regular-season champs! #ozwhiteout

    Sat, Feb 18 2012 06:57:27

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social media for a very special birthday.

[Charles Wainwright photo]

We celebrated a very special birthday last week to mark the Oct. 4 birthday of our institution’s founder, Edward Austin Sheldon, in the middle of our sesquicentennial celebration.

How does one celebrate such a momentous milestone? With a large group picture where hundreds of people detail the year of our founding, 1861. With free food. And cupcakes. And, of course, social media.

I posted several photos live via our official accounts through Instagram onto Twitter. We have many, many more followers on Twitter than Instagram at this point, but each photo filtered onto Twitter makes more of our connections aware of this service and our presence on it, as we picked up some new Instagram followers. Our posts drew a lot of retweets as well, which garnered an appreciable amount of new Twitter followers.

In addition, viewing our Twitpics gives a quick look at major components of the celebration …

You could say the reaction was pretty good on Facebook when we posted up the main 1861 photo. At least that seems a reasonable assumption with 121 Likes, 26 comments and 31 shares. That people started tagging themselves and their friends greatly extended the image’s shelf life. This is what I mean by quality content with high sharability.

I also borrowed our office’s small video camera and took snippets as the event came together. I then went into iMovie and spliced together a quick take video. [View video]

Last and not least, we had the opportunity to deliver some happiness to one of our students who missed out on getting a free T-shirt. This thread, which also is my first attempt to use Storify, shows how that took place.

Thanks for all the free food! @sunyoswego http://t.co/XLJJZ3MF
yuhhboiii
October 4, 2011
@yuhhboiii Bon appetit!
sunyoswego
October 4, 2011
@sunyoswego any way to still get a t-shirt?! I didn’t get one :(
yuhhboiii
October 4, 2011
@yuhhboiii Uh oh. We saw some boxes headed in the direction of the alumni office, but don’t know if they had shirts in them. : /
sunyoswego
October 4, 2011
This was actually an incorrect assumption on my part. I later learned Auxiliary Services, which runs our bookstores and other entities, had them. So I put a quick request into the person in charge of Auxiliary Services, who came through. (Thank you, Mike!)
@sunyoswego Mail me one!
yuhhboiii
October 4, 2011
@yuhhboiii We’ll check and get back to you! : )
sunyoswego
October 4, 2011
@yuhhboiii We have something for you! What do you want us to do with it? http://t.co/k53HvL0X
sunyoswego
October 4, 2011
@sunyoswego name the place and time!
yuhhboiii
October 4, 2011
I sent him a DM of the time and place, lest others descend upon our office to claim the shirt. And, after the hectic day, failed to realize our @sunyoswego account wasn’t following him back yet, i.e. couldn’t receive his DM. D’oh! We worked it out.
@yuhhboiii This is waiting for you! http://t.co/Tn7tECji
sunyoswego
October 5, 2011
RT @sunyoswego: Here is how our giant 1861 photo came out. Thanks to all who made it happen! http://t.co/jQB6PUmj
yuhhboiii
October 5, 2011

Was it all a bit more work? Sure. But hey, you only get once chance to celebrate your founder’s birthday during your 150th anniversary … so we may as well find as many ways to tell the story as possible!

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1 page speaks volumes on how web has evolved.

Last week I finished working on a new landing page for our Admissions Video, and it made me realize how far we have come — which I mean globally as well as locally.

Here was the old site in our old design, hosted by vendor, created several years ago:

And here’s the new one, presented (via YouTube embed) on our site:

First and most obvious, the new one represents our cleaner, sparser redesign which makes content more user-friendly. Did you notice anything else? Like that visitors no longer have to download/use RealPlayer or QuickTime to view the video?

I really think this transition reflects larger web trends over the past few years.

  • Better sharability. YouTube was not the commonly trafficked site back then, and its cloud-based platform that can be easily embedded is (overused phrase ahead) a real game-changer. Paying for outside hosting of static web video is less necessary also because of …
  • Improved metrics availability. One of the reasons I’m told we went with this vendor was the ability to track number of visitors, plays, etc. Which we easily can now do on our own site via Google Analytics as well as YouTube’s own metrics. We could also set up funnel reports to see how many people go from this video to fulfill other tasks … which, since this video is currently a conversion tool, will be increasingly interesting come next admission cycle.
  • Increased in-house web knowledge. I had only minor involvement in (and less knowledge of) the web when Admissions set up the previous system. We had limited awareness of what other options may have existed and certainly did not have access to the awesome collective resource of Twitter #highered folks. I love that Admissions will come to us now for web solutions that we can provide at no or marginal cost with greater functionality. I think (or hope) colleagues at other colleges have similar experiences.

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a video i love and why: what we learned from responses.

About a week and a half ago, I posted a blog challenge called A Video I Love and Why — choosing the Vancouver 2010 With Glowing Hearts video — and asked others to also post web video they enjoyed and why they did. The results were awesome — and, I think, showed some trends on what we like in video on the web.

  • Andrew Careaga stepped up almost immediately with Battle of the Album Covers. It’s a very creative, if a tad gory, animated story of various classic album covers creating mayhem — and a treat for music lovers.
  • Georgy Cohen suggested The Fully Sick Rapper, part of Christiaan Van Vuuren’s series on his months in tuberculosis quarantine. To try to maintain his sanity, he created videos of himself rapping — and improved his editing skills in the process.
  • Denise Graveline offered a classic Will It Blend? entry from Blendtec’s series of putting various objects through its blender. I found the joyfully cheesy video sufficiently interesting to use it in my media copywriting class.
  • The inimitable Todd Sanders served up Bill Genereux’s YouTube in Classrooms, a plea for educators to use YouTube in their lessons instead of banning access and creativity.
  • Michael Klein volunteered this TEDx video by Derek Sivers using the classic Guy Starts Dance Party YouTube video to make a point about leadership and movements.
  • Lori Packer shared the Red River College’s The Holiday Card, a mix of The Office type satire and screwball comedy, featuring an endearingly self-effacing performance by its president, Jeff Zabudsky.
  • JD Ross checked in with The Machine Is Us/ing Us, a powerful look at how Web 2.0 is not a concept or technology, but the sum total of ourselves.
  • Joe Bonner supplied A Life on Facebook, a current sensation imagining how our lives unfold publicly that is also a classic boy-meets-girl tale.

A wide variety of videos emerged, but some commonalities prevailed.

Substance over style. Most videos people chose were made on fairly low or no budgets. They tended to be simple stories where the appeal was the storyline itself, not anything glitzy or glossy. The same theme came up over and over in responses that you don’t need a lot of money to make a great video. But one thing you do need is …

Talk about the passion. Passion emerged as a common driving factor. Zabudsky is passionate enough about his college leadership, he’s willing to look a bit silly to promote it. Van Vuuren developed a new passion in quarantine and decided to share it. I’m sure the guys at Blendtec want these videos to sell blenders (and they have), but I love their infectious glee over seeing what kinds of crazy things their blender can pulverize. If you do a video — or anything — with passion, it is going to shine through.

Web video is an art form unto itself. If you see a traditional promotional video on YouTube, doesn’t it look out of place? Web video demands good pacing and evocative storytelling. For the highly overrated That’s Why I Chose Yale video, what didn’t work for me (and many others) was that the setup was a couple minutes long, which is longer than most web videos, period. YouTube in Classrooms may be run 10 minutes, but it hooked me right away, and its pacing and content kept me riveted. And Sivers’ TEDx talk is a YouTube video within a video, showing the form itself as something to study.

If you still want to post a response, you’re welcome to do so. Many thanks to those who responded to build this meme. It was fun, sure, but I think we also gained more insight into what goes into great video!

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the virality myth: why ‘going viral’ isn’t a strategy.

If you work in the communication field, someone may have approached you with a line resembling: Let’s make a video that goes viral! A nice thought, but making a video for the sole purpose of it going viral is as flawed a strategy as buying lottery tickets as a retirement plan.

Any video you make should serve a purpose first and foremost: To showcase a strength, entice prospective customers (or students), raise awareness on an issue, etc. To deploy a more simple breakdown I learned in a public speaking class, presentations (and I’d include video) should try to do one or more of the following: 1) inform, 2) persuade or 3) entertain. That’s where you start.

Making a video for the sole purpose of hoping it will go viral is mere folly. Viral videos are quite often accidental hits, double rainbows or kids after dentists or a dying professor’s extra-resonant lecture. Sure, the Old Spice campaign went viral, but that’s because it represented a breakthrough in terms of superior creativity, near-real-time interaction and remarkable talent on both sides of the camera.

I’ve heard the let’s make something viral pitch a couple times, and my first question is why they think the concept would go viral. One more flash mob or lipdub is just following the herd, and if you can’t provide an amazing new wrinkle, will you stand out from the pack? A clever idea is nice, but thousands of clever videos hit the ether every day. Remember that the latest YouTube statistic is that 24 hours of video are uploaded every minute! Have you truly made something that can cut through that clutter?

It’s totally cool to make and use videos in your communication efforts, but to borrow my favorite maxim from #stamats09: Think goals first, then tools. Does the video serve a purpose to some key audience (in highered: prospective students, current students, faculty/staff, alumni)? Does it inform? Could it persuade? Will it entertain? These are all good reasons to make a video, or a series of videos. When I work with my student videographers, these are our general parameters. It helps that they are members of the target audience and know what others their age may find interesting.

It’s funny that our video with the fastest rise in immediate hits was anything but non-stop excitement — the footage of a wind-turbine installation mentioned in this post. We saw the video as a sidebar to a story, a visualization of a neat green product. But it had news value and picked up hits, links and retweets from a lot of environmentally minded folks. A recipe for success? Not exactly. But here’s something to remember: There is no absolute recipe to success, any set of ingredients that guarantee anything on the web going viral. Period.

So if you’re heading out the door, camera in hand, to make that viral video, also swing by the convenience store and pick up a lottery ticket. Who knows, maybe your chances of the latter jackpot could be even better?

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content + context = compelling: in defense of raw video.

At the risk of stirring up a hornet’s nest, I’d like to advance the theory that not all web video need be extravagantly produced, meticulously edited and mini-Hollywood productions. Raw video, with the right content in the correct context, can be every bit as compelling.

Last week, for instance, a colleague used a Flip to take raw video of a new experimental wind turbine’s mounting on the roof of SUNY Oswego’s Lee Hall. In the abstract, 47 seconds of video, occasionally shaky, showing a couple of people affixing a turbine and starting its first revolutions doesn’t seem the most marketable footage. But when reviewing it, I saw a neat little narrative (content) on the ever-hot topic of alternative energy (context) and (not having to edit) quickly posted it to our YouTube account, then linked it from a homepage story which I fed through Twitter and Facebook.

And a funny thing happened: People started watching, retweeting, liking and commenting. Then our regional paper, The Syracuse Post-Standard, decided to add the raw video to its event coverage (several P-Sers follow us on Twitter) and the number of plays continued to climb. (Which also caused more hits on our related college videos.) All for a 47-second video that, to the Spielberg wannabes in the world, would appear unremarkable.

But this isn’t our first success with raw video. This spring when our men’s hockey team beat our fierce rivals Plattsburgh to win our first conference tournament in many years, and clinch an NCAA bid, among the celebration, I saw something cool. The team took the trophy around the ice in front of the student section and the remaining fans cheered loudly, pounded the glass and shared the joy. I caught some quick raw video, posted it on our Facebook page, and it quickly scored hundreds of hits and a couple dozen Likes. It’s shaky and hardly slick. But it had content (deliriously happy fans) plus context (a long-awaited conference tourney championship) and thus proved compelling.

Longform video is a tough match for the web and busy people. Some highered folks fell all over themselves praising the 16+ minute Yale admissions video, but I was beyond bored within 30 seconds and shut it off. Yet I repeatedly watched UQAM’s one-take lipdub video — which scored 10 times the YouTube hits of the Ivy League piece and, unlike the Yale yawner, the lipdub generated actual student buzz. Sure, it involved a lot of planning, but the UQAM students knew the right pace, made it fun and were more concerned with content than something slick. (Or consider the authentic awesomeness of the Guy Starts Dance Party raw video that preceded the flash mob craze.)

So don’t underestimate the power of raw video, and the opportunities available if you carry a camera or smartphone with at least some video capability (or ask students to do the same). The ability to capture short compelling raw video that needs no edits and almost instantly disseminating it via the many possible web/social media channels can offer nearly limitless potential.

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just because it’s there, should you use it?

The emergence of new forms of communication reminds me of the spread of desktop publishing in the 1990s. Back then, anyone who had a layout program suddenly thought they were a designer; today, does a YouTube channel make everybody a programming mogul? As always, whether technology means anyone and everyone should use these tools is a different question.

Without going into too much detail (because it involved people I like), a college entity sent a newsletter last week that linked to an outside YouTube video. That well-intended video’s linked related content (albeit not really related) could be seen as offensive, or that’s the way an alum found it when he sent an email to our college president, among others. One of our team members quickly took care of the issue (on a Saturday morning), but the usual questions over use of social media arose.

One of the simplest ways to prevent this is knowing YouTube and its embed settings that keep videos from showing related (or what YouTube thinks of as related) content … or posting it within an edu partner account. It’s not a very obvious setting, but it’s the kind of detail you need to attend. Such an incident, of course, leads into policy discussions about who should or shouldn’t post and disseminate official content on behalf of an institution, and what “official” means — a potentially serpentine process.

But more broadly and basically, the more important lesson ties to a key plank of communicating via social media: Get to know the medium, its capabilities and its community as well as you can. Sure, we all know the guy who hops straight on The Twitters, tweets about a new weight-loss pill, follows 4,000 people via keyword search and auto DMs any chump lazy enough to follow them is, clearly, doing it wrong. But plenty of hard-working, well-meaning individuals encounter mines while jumping into terra incognita.

I signed up for Facebook and Twitter and explored them for months before launching anything in these media representing the college. And just as you’ll find people using media poorly, you can find those using media really well who can serve as examples, perhaps even role models. And since these people use social media, they are easy to reach and — in my experience — very helpful with any questions. We all learn about so much of this stuff as we go along.

Another worthy consideration is: Just because it’s there, should you use it? In just a couple years, I’ve had to learn about communicating via Facebook, Twitter, YouTube, LinkedIn, Flickr, UStream, Watershed and other options I’ve already forgotten. And there’s always a new platform or community emerging that warrants consideration. But that doesn’t mean we should use all of these outlets for everything. You should get to know — emphasis on the word know — these media and then employ those that work well for what you’re trying to do and the audience you’re trying to reach. Missteps, in the realm of social media, are magnified in reach and immediacy … so it’s always important to learn how to watch your steps.

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facebook and colleges: from outhouse to penthouse?

I was invited to talk last week to all of our admissions counselors about our college’s presence in social media. When I noted this on Twitter (I’m a dork), one of my followers asked if I would discuss searching and screening applying students via their Facebook profiles.

Obviously: Not. (Who has that kind of staffing, let alone mindset?) But it reminded me how the narrative, the relationship between colleges and Facebook has changed so quickly. When I first heard about The Facebook a few years ago, it was in the context of colleges wanting to block Facebook usage because of underage students disclosing their drinking habits, pics of groups conducting hazing, concerns about stalking, etc. Conclusion: Facebook bad!

But during a Web roundtable at a SUNYCUAD conference a couple years ago, I encountered a feeling that colleges wanted to find ways to work productively on/with Facebook. Of course my friend Rachel Reuben at New Paltz was already ahead of the curve, but the attitudes of many college communicators, myself included, started to evolve to Facebook as an opportunity — not a crisis.

The tipping point for colleges’ relationships with Facebook probably came with the introduction of Fans pages in November 2007 [date corrected, merci to Karine Joly], providing for official presences in the Web’s most active social-media community. We were among the institutions who explored Fans pages early and — lo and behold — not only did people come out of the woodwork to become fans of SUNY Oswego but they started asking questions, sharing memories and making connections. Now the question isn’t Should we be on Facebook? but What more can we do with Facebook?

Historians and sociologists could chronicle the length of time it takes for movements or ideas to go from outhouse to penthouse in terms of acceptability. In the world of Web 2.0, the cycle grows ever shorter. Student blogs, considered a novelty seemingly yesterday, are now reportedly used by more than half the colleges in the U.S. YouTube, once considered a place to be embarrassed, not promoted, has become a hot property with colleges everywhere creating their own channels.

At the end of my presentation to admissions counselors, I received a nice round of applause. During the break, some counselors also said thanks and even good job! All that seemed inconceivable a couple years ago, but it’s great how people see the advantages of social media as a legitimate channel of communication. Doesn’t it make you wonder what idea that today colleges find improbable will soon win widespread acceptance?

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