Monthly Archives: October 2013

Click on This: BC Athletics Case Study

bc-football-1000x750A great story from SMC friend, social media expert and CSOM Prof. Jerry Kane was recently published in MIT Sloan Management Review. “The Seven Lessons of BC Football’s Social Media Campaign” highlights the hard work done this year by BC football Coach Steve Addazio, his staff and the BC Athletics Department.

Much has been said about the #BeADude campaign, but as Prof. Kane notes, the results are hard to ignore. “Within one year, the program’s recruiting class jumped to 17th nationally and 4th in the Atlantic Coast Conference. Many new recruits attributed their decisions directly to the #BeADude campaign. What’s more, a campaign that started to attract recruits also began to attract fans and alumni.”

Lessons from this campaign extend beyond athletics: Know your business objectives. Pick the right platforms for your audience. Make social fun. Kane links to this feature by two INSEAD Profs. Quy Huyy and Andrew Shipilov, “The Key to Social Media Success Within Organizations,” who study how social can aid in developing goodwill surrounding a brand. They write: “Our finding is that to be successful, internal social media initiatives must focus first and foremost on the development of emotional capital, which we define as the aggregate feelings of goodwill toward a company and the way it operates.”

Underscoring the power of emotional capital when recruiting – be it a wide receiver, a valedictorian or a renowned researcher – is an article by Jim Nolan, President of Southwest College that Denise Ho, Assistant Director of the BC Graduate Student Life recently passed along. “In Higher Education, Social Media is Your Job,” Nolan provides some “tough love” to colleagues and hits on many of the same themes as Kane. Nolan writes: “Business, these days, including the business of higher education, is, thankfully, in an era in which connectivity, developing relationships, leading with authenticity, and offering transparency, are the currencies of the realm. We need to build relationships with our prospects. And relationships no longer begin with a handshake — they begin with a Retweet, a Like, a Share, a Subscribe, a Comment, an interchange in social media.”

Do you have an article that should be highlighted to Social Media Council members? Email the link to social@bc.edu

#BCSocial Ranked #31

Social-RankingThe annual Student Advisor rankings are out and Boston College has improved to #31 this year.

Of particular note, our Council was highlighted: “BC established a Social Media Council for social media administrators across campus to collaborate and share best practices on social channels, an innovative approach to social media administration in higher education.”

(Read more about it in this Boston College Chronicle story.)

A huge “thank you” to all social media admins and SMC members who played a role in this success. We are #BCSocial. (…and we’re just getting started!)

SMC Review: 10/9

Get visual. (Source: http://on.fb.me/18HiOcj)

Get visual. (Source: http://on.fb.me/18HiOcj)

The first Social Media Council meeting of the semester focused on how to enhance established social channels. Video resources, Twitter chats and new initiatives were all covered.

Leading off: representatives from Media Technology Services, Office of Marketing Communication and News & Public Affairs/University Advancement each explained how they can assist with video projects. The top takeaways: MTS has a wealth of services that are available – everything from editing studios to equipment rentals and student workers to film events. BC’s graphics department can help produce professional quality images and BC Cable Television‘s Bulletin Board Channel (Ch. 47) is a good resource to advertise events or have publicity for individual social media channels. OMC and NPA/UA each provided insights on how to produce complete video packages, all are featured prominently on the Boston College YouTube page.

After hearing from the experts, reps from Graduate School of Social Work and BC Law showed how video helped to deliver key messages. GSSW presented a bilingual video campaign to highlight the Latino Leadership Initiative, which is featured prominently on their webpage and social media channels. BC Law explained the work behind the Inspire series, featured on the BC Law website and YouTube page. Members such as BC Recreation have become leaders on campus utilizing Instagram’s new video functionality.

Social Spotlight: Director of Emergency Management John Tommaney talked about his involvement in a Twitter Chat with the Federal Emergency Management Agency (FEMA) and Ready Boston. Using #EduPrepChat, John represented Boston College among the institutions in the “Campus Ready” portion of National Preparedness Month. John gave great perspective on the resources that were in place to make this a worthwhile experience. He also shared the challenge of keeping messages to 140 characters and the need to publicize an event in advance to maximize audience participation. (As a side note, BC Emergency is doing some great posts on their Facebook page and have built an audience through a number of interactive campus events.)

Social Roundtable: Finally, we opened the floor to members. The Career Center recently relaunched Career Edge, a new landing page for many of its programming and social media offerings. Users can now access videos, blogs and job postings from this attractive new space. BC Alumni is promoting #HireEagles, a hashtag for employers to use when attempting to recruit Boston College students and alumni for job openings. BC Alumni is also offering Halloween Postcards, for those in search of a BC-themed Halloween message. Also, new to Facebook: OMC’s Boston College Magazine Facebook Page and Student Affairs’ the BC Beat. (You can also check out the BC Beat on Twitter and Instagram)

Two breakout sessions – Facebook for Business 101 and Advanced Facebook – were held this month. Offerings for additional breakout tutorial sessions will be announced here, so stay tuned. The next SMC is scheduled for Dec. 4, McGuinn 334, 2 p.m. If you have an agenda item, email social@bc.edu