An overview of communications strategy using Web 2.0 / social media by Melanie Moran for the College Fraternity Editors Association May 17, 2008.

1. Communicating with your
audiences in a 2.0 world
Melanie Moran
Vanderbilt University News Service
May 17, 2008

2. Today we’ll talk about
• How communications have changed
• Definitions of social media
• The importance of conversations
• Audience expectations

3. Then…
• Press releases (faxed)
• Newsletters (mailed)
• Magazines (print only)
• Mainstream media coverage
• Top down control
• One-way

4. Now…
• We still write press releases and
publish magazines but…
• 24/7 news cycle
• Blogs
• Video
• Podcasts
• Two-way

5. What is social media / Web
2.0?
• Digital tools and services that allow
content creation with little to no
technical knowledge
• Consumer-created content
• Personal profiles
• Shared interests / online communities
• Mashing together peoples’ work for
enhancement or entirely new purposes

6. Social networks
• Facebook • Del.icio.us
• MySpace • Twitter
• YouTube • Friendster
• Flickr • Wikis
• Blogs • And on and on…
• LinkedIn

7. “Join the conversation”
• Dozens / hundreds / thousands of
conversations taking place every day
online about your organization
• Who is talking? Who is listening?
• What are they saying?
• What are you saying in response?

8. Why join the
conversation?
• To correct misconceptions
• To provide less formal interaction with
your organization
• To strengthen connection to your
organization
• To continue sense of community
• To strengthen your brand

9. But before you start talking…
• Listen
• Read
• Ask
• Plan
• Implement
• Listen / Monitor
• Regroup
• Revise

10. But I publish a magazine!
• Continued demand and need for printed
news
• Opportunity to re-purpose magazine
content
• Opportunity to lengthen life of content
• Imperative to make written content relate
to and reference digital supplements

11. Okay, I want to play. Now
what?
• Survey available tools
• Choose tools and strategies that fit your
strengths
• Plan goals for campaign
• Implement

12. Vanderbilt & Podcasts
• History of online audio
• New “content” generated
everyday
• Omnivore approach
• Partnered with the Big
Brand

13. Vanderbilt & Video
• Identified growth area
• Corralled talent
• Again, leveraged
partnerships
www.youtube.com/
vanderbilt
• Video caveat -
Remember, you’re not
Spielberg, and you don’t
have to be!

14. Measuring success
• Determine who you are reaching and
how
• Measurement built into many social
media tools
• Third party companies exist to help
measure your campaign and also your
“conversations”

15. Integration

16. Social media in a crisis
• Immediate information
• Opportunity for connection
• Rumor control
• Ongoing updates
• Portability

17. Social media is the crisis
• Juicy Campus
• Bad Jocks
• CollegeSnafu

18. Contact
• Melanie Moran
Assistant Director,
Vanderbilt News Service
(615) 322-7970
melanie.moran@vanderbilt.edu
blogvu.wordpress.com
twitter.com/melaniemoran