#pseweb11 review: the importance of being human.

It may sound strange, but my top takeaway from the 2011 Canadian Post-Secondary Web Conference, among all the talk of emerging technologies, involves the importance of being human.

This thread tied up neatly in the keynote by Scott Stratten, the engaging fellow behind @unmarketing, as he humorously yet passionately championed humanity, customer service and authenticity as a way we can better do our jobs in higher education. Tools are just channels, and social media does not automatically provide connections any more than a content management system magically generates content.

Scott doesn’t know the ROI of responding to a student who tweets their acceptance to your college, “and I don’t care,” he said. “Just do it!” As to how we let complicated policies and committees get in the way of good conversations, he recalled asking an educational leader (tongue in cheek, I assume): “What’s your social media policy about talking?” The response, an excellent one: “If someone asks me a question, I just answer.”

Both Scott and Penn State’s Robin Smail (@robin2go, in “You Can’t Stop the Signal, Mal … Authentic Social Media) brought up the now famous example of the Red Cross social media worker who mistweeted on the company account about “getting slizzerd.” And how the Red Cross quickly said “oops,” reassured people they were sober and engendered a lot of goodwill. We are a forgiving society full of humans who make mistakes. In social media, we are greater when we act as humans and connect as humans. Social media channels are merely opportunities to connect … it is our content, our humanity, that determines if they are effective.

Many other presentations in a conference addressing technology focused on the human touch. In “Herding Cats: Web Governance in Higher Education,” Mark Greenfield (@markgr) of the University at Buffalo said the keys to creating a great institutional web presence do not involve web tools … they involve the education and empowerment of everyone working on the web and the buy-in of top leadership. With “King Content: A Social Media Audit,” JP Rains (@jplaurentian) of Laurentian University gave a great study of effective content among several institutions, which all came back to knowing your audience and interacting with them. Ryan McNutt (@ryanmcnutt) of Delhousie University, presenting “Fire and Ice, Status Updates and Tweets: Emergency Communications in the Social Media Age,” likewise looked at how relationships with your campus and community are vital bits of crisis communication plans.

PSEWEB also saw an upsurge in presentations related to the mobile web — increasingly important as our users go increasingly mobile — and how to produce great video on a low or no budget. My presentation on geosocial media (viewable online) may still represent a novel subject, but the audience was wonderful. The conference once again had great variety in the presentations and the institutions represented, and I learned such a marvelous melange of lessons and met such a magnificent mix of people.

Moreover, if you follow the #pseweb hashtag, you’ll see this conference creates a community that interacts throughout the year. Much praise to the tireless Melissa Cheater (@mmbc) and everyone who came together for a first-rate post-secondary education gathering!

5 Comments

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5 responses to “#pseweb11 review: the importance of being human.

  1. Thanks for the mention Tim.

    For other readers; what Tim left out was that he incited a wave of discussion around geo-social applications as well as the augmented reality possibilities within Higher Ed.

  2. I completely agree – I’m running an eStrategy retreat for my team on Monday and in the spirit of pseweb, I’ll be similarly focusing on the importance of being human.

    Also: I wish there was a like option for JP’s comment – your presentation was definitely one-of-a-kind and super informative!

  3. Tim,

    Great post and reflection on the outstanding PSEWEB sessions. Definitely some great common threads were prevalent. The connection between the “fundamentals” –the human element and content–is so important and sometimes gets lost in the discussion of new trends/tools like social media. As @unmarketing also mentioned…”If you suck offline, then social media lets you suck even more” and “People follow AWESOME!”

    Thanks and great job on your presentation content as well–Cheers!

  4. Tim Nekritz

    JP: You are too kind. But I’m happy to hear it generated conversations!

    CHRISTINE: Thanks! Glad you liked.

    COURTNEY: Much appreciated! Happy to hear you’re putting the strategy in play already. But hey, you’re obviously one sharp lady, so not surprised. : )

    JOEL: It was neat (if not a tad scary) how well so many presentations dovetailed together. I swear we didn’t plan it ahead of time. And I forgot to steal a water bottle from your table. Ah well, maybe next conference.

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