Most emails I get arrive on a regular schedule. Some monthly, some weekly, some daily. But I can only think of a handful that are mailed on an as needed basis. They send me mail when and if they have something of value to tell me. Otherwise, they get out of my way and help …
Continue reading “Please Abandon Regularly Scheduled Email Newsletters”
I came across this series of blog posts from NYTimes columnists David Brooks. In his own words: “…I asked readers over 70 to write autobiographical essays evaluating their own lives.” I love that idea. Higher ed could do take Brooks’ basic idea and fill some of the gaps that exist with prospects’ and students’ relative …
A university’s ability to communicate with students is contingent on its internal systems working efficiently and effectively. Otherwise, the institution risks communicating a disorganized message, misinformation and a confused brand. In this presentation, I walk through some organizational structure ideas as they apply to higher ed and how they affect institutional branding. From there, I …
Continue reading “How Organizational Structure Impacts Brand”
Susan Talbert Evans wrote a great post about the difference between fragmentation and segmentation when it comes to social media. My university (11-12,000 students) is about to enter into this discussion so this is a timely, well thought out piece. I work in a centralized comm department and my recent census of school related social …
Continue reading “Social Media Fragmentation vs. Segmentation”
McKinsey Quarterly takes a look at the centralize vs. decentralize decision so many organizations face and one, in my humble opinion, which higher ed should ask more often. McKinsey recommends asking three questions to frame productive debates on the subject. From the article: Is centralization mandated? Can it add 10 percent to a corporation’s value? …
Continue reading “To Centralize or Not to Centralize… That is the Question”
One step you can take to help achieve your communication strategies is to leverage influencers on the web. You can use tools like the ones below to help determine and judge who are good targets. Once identified, take the time to get to know each influencer and the world that swirls around them: how often …
The single most important thing higher ed websites can do is change the fundamental organizing principle away from the org chart (content organized via department) and toward people. This means organizing content via degree programs which represents the fundamental connection point between student and school. User tests show that students have consistent informational needs when …
There’s a lot of talk about how to measure the ROI of social media. For marketing campaigns, it can be captured easily enough: track people from exposure to sign-up or purchase or whatever the final goal is and then compare that against what the campaign cost. However, for social media interactions without any predefined parameters of …
Continue reading “Calculating Social Media ROI? Is it Possible?”
My MBA program ends in four weeks. In no particular order, a short list of my immediate plans: Read a book of my own choosing Help myself to a hell of a nice bottle of wine Once again go to the gym, snowboard and rock climb Nothing, absolutely nothing, just sit there and have no …
I know a few Apple haters. You probably do too. They dislike that Apple is “closed,” “elitist,” “think they know best,” or otherwise. I can appreciate those opinions and why they exist. I can also understand the thought that Steve’s recent departure (maybe forever?) is the beginning of the end for Apple. I understand and …