October // 2011 // matt klawitter digital communications marketing consultant // mattklawitter.com

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HighEdWeb 2011 #heweb11 Recommendations

October 21st, 2011 | Posted in Analysis

For those of you attending the HighEdWeb 2011 conference, here is my list of most noteworthy sessions to attend. These are based on my experiences and observations of the industry. Overall, I recommend these sessions because they best reflect the current key area for success with digital communications in higher education — content strategy. I believe the industry is in a shift towards content being most critical, so these sessions appear most noteworthy in that regard.

Posted in Analysis | Permalink

Web Industry Paradigm Shift at the University of Michigan

October 13th, 2011 | Posted in Analysis, Predictions, Strategy

This is the first in a series of posts in which I will comment upon hiring trends and possibilities in higher education and digital marketing. Having worked extensively with public affairs and digital marketing in higher education, I believe that institutional priorities are revealed by the creation of new positions and the evolution of previous ones. I hope that my experience can shed some light on the strengths and challenges inherent in a job as it is described publicly.

Recently, I followed a tweet posted by Liz Gross (Twitter @lizgross144) that linked to this article: “University of Michigan to hire social media director.” It jumped out at me as signaling a major shift for digital communications marketing in higher education.

Because Michigan is one of the more aggressive and successful universities to use social media, it is heartening to see it provide real structure and thought leadership for social media content strategies.

Here are what I see as signs of progress for higher education in general, and as signs of strength for the person who takes the job itself.

The Social Media Director reports to VP

The reporting structure of this position seems to embrace the need for agility and sharing among all levels of the organization. Far too often web and digital staff are several layers removed from senior leadership such as VPs, presidents, chancellors, etc. This means that opportunities to improve or take action are challenged by logistics and hierarchy. Obviously, social media moves fast — lightning fast — and responding quickly is critical, especially when it comes to emergency communications.

It is likely that this director of social media will have weekly (or more) meetings with the VP of global communications and will be able to provide ongoing insight and accountability for Michigan’s social media marketing. Now, senior leadership will have the possibility of interacting with and influencing the curator of social media, rather than standing on the sidelines “lurking.”

The Social Media Director will hold a newly-created position

This position will likely be considered by others to be new and experimental — perhaps even risky or irresponsible. Such perceptions can trigger interesting and sometimes odd behavior by peers and colleagues. Some will be fascinated and intrigued, and they will likely reach out to the new person to learn, support, and share.

Others may be threatened and/or uncertain about why a position dedicated to social media is necessary and why the university is allocating resources and attention to it. After all, writers, journalists, and marketers have existed at universities for decades. Why, they may wonder, is social media any different? They may disagree with the concept and, as a result, obstruct the social media director’s efforts to obtain valuable resources or infrastructure.

Therefore, it is most critical that the successful candidate be confident, outgoing, and competent. She or he may have to make professional confrontations and ask painful questions. Not everyone will agree with the need for a director of social media, and being a new position, there is no history or established record of what defines success. As a result, many will have opinions and expectations that may or may not be fair or realistic. The new social media director must define success for the university and report frequently on measureable results.

Everyone will be watching.

Content (strategy) is king

I have been saying for about five years that technology and design are no longer barriers for universities to communicate and market themselves well online. Even though many organizations still struggle, having a beautiful design and well-structured code is now considered a responsibility that digital teams work hard to fulfill.

Key audiences expect that that institutions of higher education will create eye-catching designs and flexible code (whether or not they recognize it as such). Now, the most important and decisive component of digital marketing is content. The fact that the University of Michigan seeks to appoint a director of social media is a positive sign that the industry is maturing. It recognizes that audience members want to consume content and interact with a powerful brand. Content, and its marketing through social media, is the major growth area for digital. This new position is a harbinger.

Too often content creators (writers, videographers, photographers, etc..) have been positioned as second or subordinate in the order of importance on projects and initiatives. Thus, they obtain lower base salaries and management responsibilities. Decisions about strategy have been based placed narrowly on technology, what looks good in a browser, and the latest innovative method of constructing a web page.

Now, as Facebook and Twitter prove, social media websites are content management systems for the masses. Content can be posted and managed in new ways. Yes, social media initiatives must be integrated with an institution’s websites and marketing efforts, but content now often can stand alone when it comes down to audience interaction. Most Facebook pages and Twitter accounts look the same, but what differentiates them is content. This new position is an indicator that content creators are on the verge of increasing their value to the University and growing their management responsibilities.

The job description is well-defined

The Social Media Director position description is very well-written and should attract a high caliber of candidate. The canny candidate will see that while the position is highly influential in web and digital, its primary objective is to cultivate audiences. The ability to create and manage relationships is the core of social media — not technology. Technology only enables such cultivation to occur with less restrictions posed by time and space. So, I am encouraged to see that technical abilities are not the focus of the position description.

The power to create and share content, to manage audience expectations and meet them, and to increase awareness of the university’s brand and mission is stated goal of the social media director. I would make one change, however. I would move the “enthusiastic” qualification to the top. Maintaining enthusiasm and optimism may prove to be the most challenging part of the job.

Hope of others to follow

Kudos to the University of Michigan for committing to social media initiatives. I hope that the new director is successful so that other universities follow Michigan’s example. And, to those of you who may be interested in this position, let me be clear in stating that the position appears to be one full of amazing challenge and opportunity.

How often in higher education marketing do you get a chance to define greatness? Here is your chance.

Note: I am in no way affiliated with the University of Michigan. These are my independent thoughts and observations.

Posted in Analysis, Predictions, Strategy | Permalink

Digital Marketing Consultant

October 10th, 2011 | Posted in Marketing

I am pleased to announce that I have decided to officially offer my services as a digital marketing consultant.

The past ten years in higher education and digital marketing have been challenging and rewarding. I have been privileged to serve many fine organizations, especially two very prestigious universities. I believe that the depth and range of my experiences make it possible for me to significantly contribute to the formation and execution of digital marketing strategies.

I seek partners in higher education and not-for-profits.

I will be based out of Chicago and will share more details in the coming weeks. For starters, please read my portfolio. It details two of my most recent digital marketing accomplishments.

If you are interested in collaborating, please contact me.

Matt Klawitter .com