Introducing New Media to Key Decision-Makers

Assigned Reading

Definition of Social Media by Liz Strauss
A Primer on Social Media by Jocelyn Harmon
Is Web 2.0 Software You Purchase from Microsoft and other Stupid Questions You Might Be Afraid to Ask by Kivi’s Nonprofit Communications Blog


The concept of social media may be relatively new to key decision-makers at MIIS. Rob and I must consider how we will introduce Twitter and explain why becoming part of the Twitterverse is so important.

Explaining Twitter to those unacquainted with the service is no easy task. Since microblogging is still relatively new, it is often misunderstood by those who are tech-savvy. I would compare Twitter to a blog, but also stress the fact that each “entry” is limited to 140 characters. These Twitter updates (or “tweets”) are much shorter than a normal blog entry; therefore, it will take much less time to prepare and update Twitter than to maintain a normal blog.

I would begin by showing examples of how other higher ed institutions are using Twitter:

Twitter can be used in many different ways, so we should have an audience/focus in mind before we present our idea to the key decision-makers. Because the Monterey Institute is so small, I think it would be wise to begin with only one Twitter account (as opposed to some schools who have a separate Twitter name for admissions, athletics, etc.).

Finally, we must show the decision-makers how easy it will be to implement. We will have to decide who will have access to the MIIS Twitter account (probably more than one person) and how often they will be responsible for posting. For those unfamiliar with Twitter, we can provide examples of appropriate tweets. Each tweet should serve a purpose (such as promoting an event, announcing a deadline change, introducing a new MIIS employee, and so on).

In order to be successful on Twitter, we will also need to keep track of who is tweeting about MIIS and follow up with them if needed (I especially believe this after reading Ten 10 Reasons to Monitor Twitter as a University or College). “Following” people who follow MIIS on Twitter will also increase our credibility and help expand our Twitter network.

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