General overview of the proposed social media plan for CityU of Seattle. What we need to do, what we can expect, and where we are already.

1. Blogs, Twitter, and Social Networking
Social Media and CityU of Seattle
May 2009
March 30, 2015 Dan Morrill

2. What is Social Media?
Social Media is a collection of systems that allow users to
interact with content creators
All social media systems allow complex interaction
between people across many different types of platforms
and conversational styles
Few create, some participate, many simply read passively,
but this is changing – people want to talk and be heard
March 30, 2015 Dan Morrill

3. Social Media is Globalization 3.0 in action
People to People conversations become more important than the
official communication from the company
The company, group, organization no longer controls the message, the
people within and outside the organization control and produce the
message, the company can only monitor what is being said about
their brand and engage when appropriate or desired
The barriers to entry are nonexistent, anyone can join in or leave at any
time
March 30, 2015 Dan Morrill

4. Social Media is a collection of systems
High Order Systems – Aggregation and Collation
Friend Feed (http://friendfeed.com/cityuofseattle)
Social Median
Stumbleupon/Digg/Reddit and Bookmarking sites
Mid Level Systems – Notification and Conversation
Systems
Twitter (http://twitter.com/cityu)
RSS Readers (Really Simple Syndication)
March 30, 2015 Dan Morrill

5. Social Media is a Collection of Systems
Low Level Systems – Where original content can be posted
Blogs (proposed http://blogs.cityu.edu)
Web Sites (http://cityu.edu)
Blip.TV/YouTube (Video) (http://cityuwebcast.blip.tv/)
Podcasting Servers
(http://technology.cityu.edu/loudblog/)
Some mid and high level systems can also be used for
original content in the form of comments
FriendFeed, Social Median, and Twitter are examples of
this process
March 30, 2015 Dan Morrill

6. Why Social?
• All the Social Networking systems currently in use rely
on person to person interaction with each other. No
People No Conversation
• All the Social Networking systems start with an idea
posted anywhere on the internet, then shared, reshared,
commented, and eventually a consensus is achieved, or
the issue is dropped
• All the Social Networking Systems rely on reaching a
“catalyst state” in that there are enough people for
discourse (not necessarily intelligent)
March 30, 2015 Dan Morrill

7. Why would we want to use Social Media?
Get to know our audience better, start a conversation with them, find
out what they want then deliver it
Better brand name recognition raise our brand awareness and
exposure on an international stage
Reach our customers and constituents where they are (LinkedIn,
Facebook, Twitter, FriendFeed, et. al.) and how they choose to
consume data/information
Demonstrate quality – what we provide is a quality product, more
people should talk about it, if we don’t start who else will?
March 30, 2015 Dan Morrill

8. There are some real benefits to doing this
March 30, 2015 Dan Morrill

9. What are the Rules?
Measure everything
Make a commitment to success
Allow people not to participate
Allow for failure
Learn from the comments
Adopt and promote change within and outside the
organization
Communicate, participate, engage
March 30, 2015 Dan Morrill

10. What do we need to do?
Build out the rest of the support systems
blogs.cityu.edu
Figure out who will blog
Program Directors? Department Heads? Alumni Affairs?
SIFE? Teachers?
Start writing content
First one to 100 posts wins a prize, will Dan win?
Tie them into higher level systems
Twitter, FriendFeed, Social Median, and others
March 30, 2015 Dan Morrill

11. Measure Everything
Who is coming?
Where are they coming from?
How long are they staying?
Are they starting a conversation
or passive readers?
Where are they engaging at, on
the site, on another system?
Where are we talking to them?
What does our content look like,
is it quality or forced?
Where else are folks talking about
us?
March 30, 2015 Dan Morrill

12. Make a commitment to success
Presidential Staff
Deans
Program Directors
Senior Staff
Special Groups
All need to be participating in the
program
All need to be behind what we are
doing
March 30, 2015 Dan Morrill

13. Allow people not to participate
It is OK not to want to blog
It is OK not to want to twitter
It is OK not to want to be on
Facebook
It is OK not to want to be on
LinkedIn
The people who do participate are
the ones who want to be there
We only want willing
participants
March 30, 2015 Dan Morrill

14. Allow for failure
At some point, there is going to be a
major failure somewhere:
Personal
Informational
Scorched Earth approach to
quitting
Trolls and other forms of life
How we handle the controversy is
more important than how we
handle the day to day
Plan on failure – know what you are
going to do before there is a firestorm
on the network
March 30, 2015 Dan Morrill

15. Learn from the comments
People are going to tell you
things:
Things you want to hear
Things you do not want to hear
Opinions on what works and what
does not work
Love and Hate Mail
No matter what they say
No matter how they say it
Does it provide value to what we
are doing? If yes, use it.
March 30, 2015 Dan Morrill

16. Adopt and promote change within and outside
the organization
Social Networking is not easy
Change is not easy
Social Networking can be
downright scary
Promote change – but do not force it
on people who do not want it.
Social Networking can be fun, we just
have to show that it can be fun
March 30, 2015 Dan Morrill

17. Communicate, participate, engage
Communicate – use the
systems we connect to, to
get the word out
Participate – continually
make great content and
comment on others content
Engage – Engage across
the spectrum of social
systems we participate in
March 30, 2015 Dan Morrill

18. Similar systems with big differences
Twitter is a “micro blogging”
site, you have 140
characters or less to
express yourself
FriendFeed is an
aggregation point with
conversation, people can
use it just like twitter and
feed other data into it
March 30, 2015 Dan Morrill

19. Aggregation and Collection Systems
Aggregation and Collection
systems collect original
content either automatically
or based on user
submissions, people then
vote and comment on the
entry
Yes even Google does this
with Google news and other
content
March 30, 2015 Dan Morrill

20. Blogs and Content Systems
There are many kinds of
content creation and
delivery systems
The one you choose to
use are the ones you
will be the most familiar
with and could end up a
permanent decision
March 30, 2015 Dan Morrill

21. Facebook
Facebook is a person
aggregation site, people hang out
there to meet up with old friends
and make new ones, share
information, start conversations,
take quizzes, look at bad
advertising, and otherwise
interact with people who are
geographically dispersed around
the world
There are some 200 million
people on Facebook
March 30, 2015 Dan Morrill

22. But there are other social networking sites
There are a lot of social
networking sites
You need to find time to
participate in them, and
finding the time is not easy
in our hyper connected ADD
world
There are hundreds that are
not on this slide
March 30, 2015 Dan Morrill

23. Information Overload
As people build trusted
communities, information
overload becomes
meaningless, we self filter
How much you are trusted
is your social capital
Spend it wisely, it is all you
have online
March 30, 2015 Dan Morrill

24. Theories on why we do what we do
Much like Maslow's
Hierarchy of Needs, social
networking has a similar
break down in how we
address those things we
need, as we need them,
when we need them.
This chart works across
many social systems
March 30, 2015 Dan Morrill

25. But it all boils down to people
March 30, 2015 Dan Morrill

26. So why do we want to do this?
Start the conversation – if we don’t start it, no one else will
Participate in the greater educational communities – bring
more visibility by participating in and sharing data with
some of the other educational blogging systems out
there, as well as other social systems
Set the tone – how we engage, when we engage, how we
participate shows how cool CityU of Seattle can be
March 30, 2015 Dan Morrill