New media and the new PR

Andrew CareagaDirector of Communications

Missouri University of Science and Technology

iModules Summer Sizzler ConferenceJuly 8, 2008 || Kansas City

What happens when old and new collide?

All about the

Mashup may refer to:• a digital media file containing any or all of text,

graphics, audio, video, and animation, which recombines and modifies existing digital works to create a derivative work.

• the musical genre encompassing songs which consist entirely of parts of other songs

• a video that is edited from more than one source to appear as one

• a web application that combines data and/or functionality from more than one source

Source: Wikipedia

‘Don’t tase me, bro!’

‘Don’t tase me, bro!’

‘Markets are conversations.’

Christopher Locke, Rick Levine,Doc Searls, David Weinberger The Cluetrain Manifesto (www.cluetrain.com)

A Facebook-style social network

Clinton’s isn’t

Disintermediation

Eliminatingthe middleman

Creators

Critics

Collectors

Joiners

Spectators

Inactives

The ladderof participation

Adults Youth

18% 39%

25% 43%

12% 14%

25% 58%

48% 66%

44% 26%

Source: “Social Strategies for Revolutionaries,” Charlene Li/Forrester Research, Groundswell (groundswell.forrester.com)

Base: US online consumersSource: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey

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/)

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

Social networks: Catalysts for activism?

Meet our Wikipedia editor

An example close to home

An example close to home

‘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 (for video)– Summize (for Twitter)

• Join the Wikipedia editorial team

Your del.icio.us reputation

Don’t overlook these sitesCampusDirt.com

Don’t overlook these sitesStudentsReview.com

Don’t overlook these sitesJuicyCampus.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

• 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

St. Patrick’s Day (1 day afterAP story)

After emailto alumni

Andrew Careagaandrew.careaga@gmail.comhttp://highered.prblogs.orghttp://twitter.com/andrewcareaga

Download slide presentation athttp://www.slideshare.net/andrewcareaga

THANK YOU!And keep in touch