Monthly Archives: January 2013

SMC 1/23 Review

Prof. Jerry Kane said he believes technology is best understood from a running start, and that’s exactly how he began his presentation at this week’s Social Media Council. Leading off, Kane answered the two questions SM admins (and many of our bosses) grapple with when justifying spending resources on social: “Is social media a fad? Yes. Is it here to stay? Yes.

Screen shot 2013-01-24 at 10.41.40 AMBC’s own in-house social media expert explained that SM is experiencing the trajectory of most new technologies (see the Gartner Hype Cycle graph.) This path, Kane says, mirrors the evolution of the Internet itself, which dates back to the 1970s. What can we learn from the dot-com boom of the 1990s or the rise of social in the late 2000s? According to Kane, social needs to be understood in its context as the next step in a “relentless move to a computerized, interconnected world.”

For organizations and institutions, that means changing the way business is done, and in many ways, re-examining the hierarchy of who controls the message, Kane said. In an age of inter-connectivity – working with the segment of the population that we do at BC (young, educated, technologically savvy students) – social media needs to be a choice. “A viable social media presence is a strategic decision,” Kane said.

Answering our questions about how to make the most of social, Kane said there is little substitute for experience in developing a strong social media presence. “We’ve only just begun in social media,” said Kane. “Unlike the previous generation of marketing where you could apply a set of tricky rules, experience is the only thing that will get you through to competency.”

And what to do about trolls? Kane directed us to this interesting chart designed by the US Air Force – a “Rules of Engagement” for dealing with commenters. (Maybe we don’t need to be this draconian, but it sure does speak to how seriously organizations are taking social.)

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In addition to Prof. Kane, several of our social media members spoke about where they find inspiration for posts. Many members talked about utilizing student interns or graduate assistants in monitoring or informing social postings.

Several members asked for contact information of other members. On the blog header above you will find a new tab – “Resources”  – that provides our BC Social Media Guidelines, the BC FB Community Standards and the *very* rough first draft of the SMC Directory. (If your channels are not included, email us at social@bc.edu and we’ll update it right away.) So like or follow one another and share or RT posts that you enjoy. Bolstering the best content is a great way to help define BC’s virtual identity in the social realm.

As we put together next month’s agenda, what topic(s) would you like to see covered?

Click on This: “Think Social, Act Personal”

Screen shot 2013-01-22 at 2.33.12 PMAt tomorrow’s SMC, we will welcome CSOM Associate Professor of Information Systems, Jerry Kane. An expert in social media, Prof. Kane is a recipient of a CAREER Award from the National Science Foundation, the Foundation’s “most prestigious award in support of junior faculty who exemplify the role of teacher-scholars through outstanding research, excellent education and the integration of education and research within the context of the mission of their organizations.”

Prof. Kane comes to us willing to answer our social media questions – but also asked that we come prepared. During a recent class, Prof. Kane had Todd Wilms, a Social Media Marketing at SAP and Forbes author, in to speak to his students. In this recent article on Forbes, Wilms offers advice:

“Many teams – in their rush to build a social business or inbound marketing plan – forget this important first step into a world of social media:  In order to think social, you need to act personal.  Incorporating this thinking into your program will yield you a chance for success.  Miss on this thinking and you are certain to fail.”

In this piece, Wilms references this interview with the Chief Marketing Officer of Collective Bias Ted Rubin (a leading social marketing strategist – here’s his Twitter account.) Rubin articulates the power of “lurkers” on social media channels.

Wilms writes: “(Rubin) believes that “lurkers” – those who aren’t vocal in your social media audiences  – are just as valuable as the vocal minority.  When you engage with individuals on a social platform, you are leaving that relationship open for others to see.  As those “lurkers” interact with your brand, they see and are reacting to your interactions with others.  Create open, engaging dialogue with a few and you will open your doors to exponential others who take note of not only what you say, but how you say it.”

So, as a springboard to our conversation tomorrow, read the Wilms piece (and for extra credit take a look at the Rubin interview). See you at the Council!

SMC Preview 1/23

Screen shot 2013-01-15 at 3.47.43 PMGet ready, SMC members! Our next meeting is Jan. 23 and we have great topics filling up our agenda. As the Council continues to grow, we welcome the Carroll School of Management, International Programs, Residential Life, Student Programs, Emergency Management and Preparedness and the Instructional Design and eTeaching Services to the table.

Our headliner this month is one of BC’s very own in-house social media experts, CSOM Associate Professor of Information Systems Jerry Kane. We have asked Prof. Kane to speak on the state of social – what social means to a brand, SM’s institutional relevance at a place like BC, trends in the industry and any cautions he’d be willing to share. (Want a sneak peek? Here’s an interview Prof. Kane did in 2009 – along with his eerie prediction about the rise of geolocation marketing.)

Prof. Kane will be available for questions, so come ready to ask ’em.

A number of our own SMC members have agreed to step into the “Social Spotlight” this month to talk about a variety of topics: The Boston College Bookstore will share the results of their recent contest “Photo Hunt on the Heights” and speak about their great new approach to Instagram. The BC Office of Graduate Student Life and BC Lynch School of Education will each speak about creating a unique voice on social media channels and finding inspiration for posts; BCPD will share how social is being utilized by campus police and discuss implementation of QR Codes on cruisers; and our newest member from the Instructional Design and eTeaching will briefly speak about how social is being used in the classroom.

Nothing like a packed agenda to kick off the New Year. See you on Wednesday!

If you have an idea for an upcoming agenda item, please feel free to send it to social@bc.edu.

Click on This: Time Spent on Social

This is an interesting infographic from the Socially Aware Blog. More than pure food for thought, it shows how Americans are spending their time – and for a growing segment of the population, that means concurrently engaging on social media channels while in front of the TV.

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Social Resolutions 2013

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Last year, we drew attention to the Google+ Social Media Resolutions. In hindsight, some goals were truly cringe-worthy (triple followers…really?) and most lacked specificity. But it has to be said that few could predict how drastically the SM landscape would shift this year – at BC and beyond.

This year, let’s keep our resolutions to three clear-cut, attainable goals:

1. Adopt University social media policy – in the works now, vetting policy will be one of the big items the SMC will undertake this year.
2. Complete the University social media convergence site – in its beginning stages, this project will become the official landing page for all things social at BC.
3. Audit each of the SM channels and decide which, if any, should be enhanced, eliminated or reworked. Each department, division or group should regularly self-assess. With limited resources, we must be honest about what is working and what is not. (We’re looking at you, Google+….)

Poll time – care to share your social media resolutions for the upcoming year?