“So how do you get to the essence of an institution? How do you discover what’s unique and special about a school or campus so that you can use what you find out in the visual design, features, and copy of a website? My best advice? Don’t make assumptions. Don’t assume you already know the story.”—I’m listening. Tell me your version of the story. - mStoner - Blog
"Digital first" doesn’t have to mean "death to print." The Atlantic offers a lot of lessons that higher ed can learn from when it comes to adjusting your workflow and newsroom to prioritize smart web publishing while still allowing your print component to thrive.
The most important things in life, Fran reminds us, are data and relationships. You get these, you get the keys to the lifecycle castle, and everyone is happy. The rest, as the sages would say, is commentary.
“Facebook’s decision to close down Facebook Places was a huge indicator that the “check-in” space was fading and that we were gravitating towards new forms of geolocation: practical means like getting directions or finding where the closest taxi is. Now, Facebook’s acquisition of Gowalla is a huge indicator of the importance of tying your location into a story.”—
“Intensive training and hours of practice helps emergency room doctors and nurses make dozens of rapid-fire decisions on the spot. More significantly, these medical professionals have a crystal clear filter through which to weigh their options – which patient outcomes will most benefit from immediate attention. For marketing communications, that filter is a comprehensive content strategy.”—The Bleeding Edge « think do
“For Georgy Cohen, manager of web content and strategy at Tufts University (Mass.) and co-founder of the blog “Meet Content,” content strategy is what gives all of those channels, platforms, and projects a meaningful structure and purpose. “Content strategy is not a ‘thing to do’; it’s the purpose and the process behind the things we do,” she explains.”—Time to Get Strategic With Content | University Business Magazine
Some great points here. Are you using Instagram, as major publishers like NPR have? Is your dining hall on Foodspotting? Can you complement a visual identity or branding rollout via Pinterest? There are a lot of channels out there - check out the world beyond Twitter and Facebook, and see if these tools can better help you achieve your goals.
“The “mobile web” does exist but it’s from the standpoint of giving a name to the technical issues and techniques that help us deal with the numerous issues surrounding developing for small-screened mobile devices. That being said, from our users’ perspective they just want access to our content and they want it on their terms.”—
“The more people use the Web to live their lives and do their jobs, the more web professionals need to invest in understanding human behavior. … If I were hiring a web professional the greatest attribute I would look for is empathy; the ability and desire to put yourself in someone else’s shoes. A web professional should have a service heart.”—You don’t need a mobile strategy
“Mobile is the next imperative channel. Technology makes things easier and adds new layers of engagement, commerce, safety and knowledge. … Putting the right mobile technology in place strengthens overall brand perception and student welfare alike.”—5 Ways Higher Education Is Leveraging Mobile Tech
This is a great reminder: you can have extraordinary content and a powerful message, but if it is not easy for people to access or share, its value is diminished. We can learn something from these successful content pay models — consider the experience.
“Mobile devices are used frequently in conjunction with other screens, including the big TV in your living room. Anyone who has ever tapped out an email on their iPhone, while checking a score on the VAIO balanced on their lap, while keeping an eye on American Idol on their 40-inch BRAVIA knows this. Yet many marketers today are ignoring this ubiquitous consumer behavior as they over-focus on mobile as a stand-alone medium.”—
Robert Scoble makes a good point that there’s no way to manage a Google+ brand page as a team, and that it is tricky to divorce your personal account from your brand account. Perhaps apps will arise that work around this? Who can say?