Casecmt Monitoring Rep Revised

Monitoring your online reputation Andrew Careaga Director of Communications Missouri University of Science and Technology CASE Conference on Communications, Marketing and Technology April 11, 2008 || San Diego (Edited for Slideshare upload)

MEET THE TRADITIONAL “ MAINSTREAM” MEDIA

‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( www.cluetrain.com )

Disintermediation Eliminating the middleman

Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Source: “Social Strategies for Revolutionaries,” Charlene Li/Forrester Research, Groundswell (groundswell.forrester.com) Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%

Source: Business Week , "Web Strategies That Cater To Customers," June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm

Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )

Blogs as news sources October 2006 – 12 blogs in top 100 December 2006 – 22 blogs in top 100 Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )

Blogs as news sources Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb / )

Social networks: Catalysts for activism?

Could this be your Wikipedia editor?

‘Sudden jihad syndrome’ ‘ We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’

‘Sudden jihad syndrome’ ‘ Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show

Stay in the know Educate yourself about social media Plan to monitor your online reputation Prepare to respond – or not Use the right tools to reach key audiences when you need to set the record straight

Monitoring online reputation Monitor keywords Google News Alerts Google Blog Alerts Technorati BlogPulse del.icio.us Digg Flickr YouTube Google Video Blinkx TwitterTroll Join the Wikipedia editorial team

Don’t overlook these sites CampusDirt.com

Don’t overlook these sites StudentsReview.com

Don’t overlook these sites JuicyCampus.com

Responding to online media Do nothing Respond on initiating vehicle Respond on your site or at large Respond traditionally Thanks to: Shel Holtz, “Blogs Gone Wild,” Ragan Communications Social Media Conference, Sept. 27, 2007

Dalhousie University’s response

Measuring online reputation Outcomes : affecting behavior, relationships traffic relationships Outtakes : social capital, social networking measures what ‘networks’ are connected? comments and commentary ability to disseminate info quickly/accurately/widely/narrowly Output : How many people are paying attention? rankings/authority (Technorati) conversation index (comments/post) Analysis : Look at trends over time

Don’t change the name. Improve the branding. The real need is marketing. UMR doesn't need a name change -- UMR needs to market itself for what it is -- a high quality technical university where a kid can get a premium education and find a good job on graduation. … This whole discussion on a name change is a diversion from addressing the real issues facing the university. Lets get out there and market UMR and stop wasting time and resources on organizational diversions.

Why not go back to Missouri School of Mines? It may not be as accurate anymore either, but at least is a tradition. I think the new name should be UstaB! You know MUST UstaB UMR UstaB MSM. Missouri University of Science & Technology.

As an alumnus currently studying at the University of Oxford, I can certainly speak to the problem of the 'hyphen'. Many of my fellow researchers are familar with the good work being done by the Metallurgists and Ceramists of UMR. Unfortunately, they constantly refer to the 'University of Missouri', NOT the 'University of Missouri hyphen Rolla'. Being a former UMR student I can attest to the fact that UMR automatically relegates us to branch status. When you tell people where you went to school the response is typically, "the University of Missouri Rolla". And the standard response is, "So that's another campus for Mizzou?" It would make me happy to have an alma mater with a name that sounds like a real school rather than an extension campus, so I am in favor of a name change.

After the vote The approved name change makes me nauseous! The new name sounds like a vocational school. If anyone needs an 8 month certificate for a future career in Paralegal, HVAC, or Office Administration, I'll be sure to direct them to Missouri S&T. Nice one! Fantastic! The new name, Missouri S&T, sounds like a junior college trade school. For example, ITT

Weathering the storm 90 posts 512 comments 5.69 comments/post 5.3 comments/post (minus my 35 comments) 6 months in: negative-to-neutral/positive ratio: 8 to 1 Overall negative-to-neutral/positive ratio: @5.5 to 1

Getting your story out Email most traditional Your website blog format is useful RSS for updates, republishing Consider podcasts, video Correct misinformation – if it’s worth it

Andrew Careaga [email_address] http://highered.prblogs.org http://twitter.com/andrewcareaga THANK YOU! And keep in touch

Casecmt Monitoring Rep Revised

More Related Content

What's hot (14)

Viewers also liked (7)

Similar to Casecmt Monitoring Rep Revised (20)

Recently uploaded (20)

Casecmt Monitoring Rep Revised