Campus technology officials in charge of social media efforts have come to a consensus: There are no social media experts, so keep experimenting with your school’s tweeting, linking, and posting until you’ve struck the right balance.
Using social media to communicate with students in the online arenas they most prefer—Facebook and, to a lesser extent, Twitter—was a focal point at the annual EDUCAUSE conference in Anaheim, Calif., where 6,700 campus technology staff came together this week to discuss the latest in educational technology.
Robin Bradford Smail, known as a disruptive technologist at Penn State University, said during an Oct. 12 EDUCAUSE session that campus technology officials have to find and maintain a balance between being passive on Facebook and bombarding students with constant posts.
A campus is considered passive, Bradford Smail said, when the staff in charge of social media initiatives are monitoring their profiles 80 percent of the time and measuring their results—clicks and “likes”—during the remaining time.
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