Managing your Digital Reputation: A Workshop for Faculty and Staff Dr. Marcus Messner @marcusmessner Claremont Colleges February 27-28, 2018 1
Workshop Resources www.marcusmessner.com/claremont 2
Agenda • Managing your own digital reputation - How to maneuver in the digital space • Institutional branding on social media - How schools and departments engage • Digital crisis management • Social media privacy protections What • How to get started we’ll do 3
Why are you interested in a digital reputation? Motivation Goal Name Position Strategy Concern 4
Why are you interested in a digital reputation? Having an impact Full professor Marcus Messner Associate Professor Increase digital presence, Academic improve SEO credibility 5
6 Source: Chronicle of Higher Education
Managing your own digital reputation You already have a digital reputation! Manage your own brand, don’t let others shape it without you 7
Why get started? • Be present and engaged where important conversations happen • Engage your students • Connect with academics in field • Build a community around your Own work your • Explain your work to a broader brand audience • Support your institution 8
Platforms - where to start? 9
Think about a “base” for your engagement Website Blog Portfolio 10
Think about SEO! Titles Tags Phrases 11
Social Media Development Facebook Instagram Twitter Pinterest Snapchat Tumblr YouTube LinkedIn Mobile + Social 12 Source: Pew Research Center
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Profile Group Page 14
15 Source: USA Today
16 Source: Techcrunch
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More space for posts 18 Source: Techcrunch
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20 Source: Techcrunch
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Academic platforms 23
What’s your strategy? • Determine your motivations and goals for your digital engagement • Develop a strategy that fits for your academic field Be • Determine for yourself what selective success will look like • Decide on platforms and type of engagement • Be aware of your own concerns and the risks that are associated 24 with them in your field
Group Exercise 1 (10-15 minutes) • Decide on one colleague at your table who wants to build a digital reputation • Use the large sheet and the post-it notes • Use three headers on the sheet Goals - Goals, Strategy, Implementation Strategy • Start out to assess the colleague’s Implementation academic field and determine goals • Then begin to build a strategy (including platform selection and engagement) 25
Group Exercise 2 (10 minutes) • Determine potential challenges for implementation and what is realistic for colleague’s strategy • Assess resource and time commitment for implementation Be of strategy realistic • Assess potential technology challenges and learning curve • Begin to develop a digital content calendar for a week 26
Institutional branding on social media • Communicating with internal audiences - Students - Faculty/Staff - Administration • Communicating with external audiences - Prospective Students/Parents - Alumni/Donors - Public/Media 27
Institutional branding on social media • Platforms for schools/departments - Facebook page Twitter - Select based on - Instagram goals and - Snapchat strategy - YouTube - LinkedIn 28
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Relationships Promotion Branding Professional 30
Facebook Page • Be conversational, talk to people • Post regularly, use links • ALWAYS respond (well, almost…) • NEVER remove (well, almost…) • Use photos … many • Social videos / Facebook Live • Post useful information, not just marketing 31
FB Live Social videos 32
Twitter • 280 characters • # (hashtag) as a way to organize information • @ used for direct reply or mention • RT retweet used to post someone’s message • DM is a direct message in private 33
Twitter • Design your account! Use visuals in posts • Participate in conversations: ask questions and respond • Retweet other tweets • Provide and share information • Connect with current events • BUT: there is no one-size-fits-all 34
Instagram/Snapchat/YouTube • Visual elements elicit emotion on social media • Visuals are processed faster and remembered longer • Instagram and Snapchat are easy to use on smartphones and great for use in the field • They are popular, especially with students 35
Instagram/Snapchat/YouTube Many newer platforms exclusively mobile: Instagram, Snapchat
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LinkedIn Keep alumni engaged 38
Resource challenges School/departmental resources • Communication staff • Social media intern Who will • Branding committee actually do it? • Designated faculty member • Content production team • External team 39
Measuring success and failure Know your audience! • Know where people are talking • Determine what people are saying • Identify when people are talking • Know why people are talking • Recognize who is talking • Focus on the most relevant 40
Social media measurement Facebook Insights 41
Social media measurement Twitter Analytics 42
Tools to use
Digital crisis management Sources: Buzzfeed, Snopes, Boston Globe 44
Digital crisis management • Accept that crises are inevitable • Prepare for them, have a concrete plan • What would you want and need to know? • How would you want messages communicated to you? Crises are inevitable • What channels would need to be available to you if you had further questions or comments about the crisis? 45
Digital crisis management • But is it really a crisis you are facing? • Determine the difference: - Incidents: Minor, localized disruptions - Risks: A natural part of life, whereas crisis can often be avoided - Crises: Can or do affect or disrupt entire units and can result in negative outcomes Is it a crisis? 46
Digital crisis management • Organizational culture can determine crisis communication success • Crisis communication requires training and skill sets • Transparency and honesty are key • Check all facts for accuracy Be • Get it right with first response honest 47
Digital crisis management • Never let a crisis linger • Respond quickly • Determine what audiences and Respond quickly stakeholders need to know • Design effective messages and determine appropriate channels • Develop strategy to give feedback; but avoid feeding “trolls” • Analyze effectiveness of crisis responses 48
What to do about trolls? • Ignore trolls, deny them attention • Set up a policy for user comments • Use humor to defuse situation • Use community to handle trolls • State facts, correct misleading information 49 Source: Forbes
Anticipating doxing • Google yourself • Set up • Know your public records • Increase privacy protections • Make it hard to find personal information about you 50 Source: Wired
Digital crisis management Keep it professional 51 Source: Inside Higher Ed
Group Exercise 3 (10 minutes) • Read article and social media posts on handout • Determine whether this is a Manage a social crisis or has the potential to media become one crisis • What should be expected next? • Determine how the university should react to the criticism • Develop a communication strategy 52
Social media privacy protections • If you want anonymity, stay off social media • No privacy guarantee Privacy on social • Posts can almost always be media? shared to larger audiences • Limited privacy on all platforms • Know your privacy settings 53
Know your privacy settings 54
Know your privacy settings 55
56 Source: CNN
What to do next? • Fine tune your goals and strategy • Select platforms (remember fewer Get platforms done well are more than started! many done poorly) • Develop a weekly content production strategy (content calendar) • Determine what success will look like • Have a measurement plan in place • Be ready for crisis events • Learn from failure 57
Revisit our exercise regularly Motivation Goal Name Position Strategy Concern 58
Workshop Resources www.marcusmessner.com/claremont 59
Workshop Resources www.marcusmessner.com/claremont 60
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