A Workshop for Faculty and Staff Dr. Marcus Messner @marcusmessner - - PowerPoint PPT Presentation

Managing your Digital Reputation: A Workshop for Faculty and Staff

• Dr. Marcus Messner

@marcusmessner

Claremont Colleges February 27-28, 2018

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Workshop Resources

www.marcusmessner.com/claremont 2

• Managing your own digital reputation
• How to maneuver in the digital space
• Institutional branding on social media
• How schools and departments engage
• Digital crisis management
• Social media privacy protections
• How to get started

Agenda

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What we’ll do

Why are you interested in a digital reputation? Motivation Goal Name Position Strategy Concern

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Why are you interested in a digital reputation? Having an impact Full professor Marcus Messner Associate Professor Increase digital presence, Academic improve SEO credibility

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Source: Chronicle of Higher Education

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You already have a digital reputation! Manage your own brand, don’t let others shape it without you Managing your own digital reputation

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• Be present and engaged where

important conversations happen

• Engage your students
• Connect with academics in field
• Build a community around your

work

• Explain your work to a broader

audience

• Support your institution

Why get started?

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Own your brand

Platforms - where to start?

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Think about a “base” for your engagement

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Website Blog Portfolio

Think about SEO!

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Titles Tags Phrases

Social Media Development

Facebook Instagram Twitter Pinterest Snapchat Tumblr YouTube LinkedIn Mobile + Social

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Source: Pew Research Center

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Profile Group Page

Source: USA Today

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Source: Techcrunch

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More space for posts

Source: Techcrunch

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Source: Techcrunch

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Academic platforms

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• Determine your motivations and

goals for your digital engagement

• Develop a strategy that fits for

your academic field

• Determine for yourself what

success will look like

• Decide on platforms and type of

engagement

• Be aware of your own concerns

and the risks that are associated with them in your field What’s your strategy?

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Be selective

• Decide on one colleague at your table

who wants to build a digital reputation

• Use the large sheet and the post-it notes
• Use three headers on the sheet
• Goals, Strategy, Implementation
• Start out to assess the colleague’s

academic field and determine goals

• Then begin to build a strategy (including

platform selection and engagement) Group Exercise 1 (10-15 minutes)

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Goals Strategy

Implementation

• Determine potential challenges

for implementation and what is realistic for colleague’s strategy

• Assess resource and time

commitment for implementation

• f strategy
• Assess potential technology

challenges and learning curve

• Begin to develop a digital

content calendar for a week Group Exercise 2 (10 minutes)

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Be realistic

• Communicating with internal

audiences

• Students
• Faculty/Staff
• Administration
• Communicating with external

audiences

• Prospective Students/Parents
• Alumni/Donors
• Public/Media

Institutional branding on social media

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• Platforms for schools/departments
• Facebook page
• Twitter
• Instagram
• Snapchat
• YouTube
• LinkedIn

Institutional branding on social media

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Select based on goals and strategy

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Relationships Promotion Branding Professional

• Be conversational, talk to

people

• Post regularly, use links
• ALWAYS respond (well,

almost…)

• NEVER remove (well,

almost…)

• Use photos … many
• Social videos / Facebook Live
• Post useful information, not

just marketing Facebook Page

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FB Live Social videos

• 280 characters
• # (hashtag) as a way to
• rganize information
• @ used for direct reply
• r mention
• RT retweet used to post

someone’s message

• DM is a direct message

in private Twitter

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• Design your account! Use visuals in posts
• Participate in conversations: ask questions and respond
• Retweet other tweets
• Provide and share information
• Connect with current events
• BUT: there is no one-size-fits-all

Twitter

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• Visual elements elicit

emotion on social media

• Visuals are processed

faster and remembered longer

• Instagram and Snapchat

are easy to use on smartphones and great for use in the field

• They are popular,

especially with students Instagram/Snapchat/YouTube

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Many newer platforms exclusively mobile: Instagram, Snapchat

Instagram/Snapchat/YouTube

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LinkedIn

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Keep alumni engaged

School/departmental resources

• Communication staff
• Social media intern
• Branding committee
• Designated faculty member
• Content production team
• External team

Resource challenges

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Who will actually do it?

Know your audience!

• Know where people are talking
• Determine what people are saying
• Identify when people are talking
• Know why people are talking
• Recognize who is talking
• Focus on the most relevant

Measuring success and failure

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Social media measurement

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Facebook Insights

Social media measurement

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Twitter Analytics

Tools to use

Digital crisis management

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Sources: Buzzfeed, Snopes, Boston Globe

• Accept that crises are inevitable
• Prepare for them, have a concrete plan
• What would you want and need to know?
• How would you want messages

communicated to you?

• What channels would need to be

available to you if you had further questions or comments about the crisis? Digital crisis management

45 Crises are inevitable

• But is it really a crisis you are facing?
• Determine the difference:
• Incidents: Minor, localized disruptions
• Risks: A natural part of life, whereas crisis can often

be avoided

• Crises: Can or do affect or disrupt entire units and can

result in negative outcomes

Digital crisis management

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Is it a crisis?

• Organizational culture can determine

crisis communication success

• Crisis communication requires training

and skill sets

• Transparency and honesty are key
• Check all facts for accuracy
• Get it right with first response

Digital crisis management

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Be honest

• Never let a crisis linger
• Respond quickly
• Determine what audiences and

stakeholders need to know

• Design effective messages and

determine appropriate channels

• Develop strategy to give feedback; but

avoid feeding “trolls”

• Analyze effectiveness of crisis responses

Digital crisis management

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Respond quickly

What to do about trolls?

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• Ignore trolls, deny them

attention

• Set up a policy for user

comments

• Use humor to defuse

situation

• Use community to

handle trolls

• State facts, correct

misleading information

Source: Forbes

Anticipating doxing

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• Google yourself
• Set up
• Know your public

records

• Increase privacy

protections

• Make it hard to find

personal information about you

Source: Wired

Digital crisis management

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Source: Inside Higher Ed

Keep it professional

• Read article and social media

posts on handout

• Determine whether this is a

crisis or has the potential to become one

• What should be expected next?
• Determine how the university

should react to the criticism

• Develop a communication

strategy Group Exercise 3 (10 minutes)

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Manage a social media crisis

• If you want anonymity, stay
• ff social media
• No privacy guarantee
• Posts can almost always be

shared to larger audiences

• Limited privacy on all

platforms

• Know your privacy settings

Social media privacy protections

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Privacy

• n social

media?

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Know your privacy settings

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Know your privacy settings

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Source: CNN

• Fine tune your goals and strategy
• Select platforms (remember fewer

platforms done well are more than many done poorly)

• Develop a weekly content production

strategy (content calendar)

• Determine what success will look like
• Have a measurement plan in place
• Be ready for crisis events
• Learn from failure

What to do next?

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Get started!

Revisit our exercise regularly Motivation Goal Name Position Strategy Concern

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Workshop Resources

www.marcusmessner.com/claremont 59

Workshop Resources

www.marcusmessner.com/claremont

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