By whatever name—Web 2.0, social media, user-generated content—a fundamental shift is taking place in how we communicate. For individuals, this change means access to new sources of information and extended networks of people, along with the opportunity to contribute and create. For organizations, this shift can be unsettling as it bypasses the traditional approach of controlling the message and directing the flow of information to a passive audience.
And it means that, for the most part, the days of traditional communication are over.
Like many other groups in higher education, Iowa State’s College of Engineering is working to find its place within this rapidly changing digital world. From videos to social networking sites to blogs, the college has been ramping up its social media in an effort to engage and build rapport with a diverse online audience.
Realizing the opportunities
First thought of as a fad for the young, social media is quickly becoming popular among a variety of ages. With more than 400 million users, Facebook’s fastest growing demographic is in the age range of 35–54, with the 55-plus group following close behind. And while the largest demographic concentration remains the college crowd of 18- to 24-year-olds, this may soon change. Twitter’s users range in age mostly from 18 to 49, with 44 percent of users between 18 and 34 years old. YouTube also has a broad age range of users and is most popular among those from age 18 to 55.
Further demonstrating social media’s increasing popularity, recent reports indicated that for one week in March, Facebook’s total U.S. traffic was higher than Google’s. While in the past there have been individual days when Facebook had more traffic than Google, this was the first time that more users visited Facebook for an entire week.
As the number of social media users grows, so does the potential to reach more constituents. The College of Engineering is working to leverage this potential to reach specific audiences, ranging from prospective students to long-time alums. In addition, the college must develop ways to stand out at a time when viewers can pick and choose what information they want to receive—often from one another.
“Our digital audiences are increasingly segmented and distracted,” says Eric Dieterle, director of engineering communications. “Social media helps us to reach some of them and gives us a chance to ask, ‘What do you have to say?’”
Combining social media with traditional approaches of one-way communication helps the college meet several goals, including recruiting students and maintaining ties with alumni. These goals center on one major idea: building relationships through making connections.
These connections take time to build, but their impact can be significant over the long run. They can be the key to connecting students with potential employers, or alumni with projects on campus they might be interested in supporting.
“Sure, there’s still value in pushing out our messages in as many ways as we can,” Dieterle says. “But if we aren’t building relationships—and every good relationship is based on listening and sharing—then we’re not going to be successful.”
Staying connected with the college
If you aren’t already a part of the social media world, getting involved is pretty easy—and once you’re in, you’ll probably find it hard to stay away. The college has several ways for you to participate in its social networks, giving you the option to delve as deeply as you like to keep up and share with others. Plus, all of the college’s sites can be accessed on your mobile device, making it more convenient for you to stay connected.
The college’s Facebook page encourages interaction between “fans” and college staff, with posts that include news, student stories, and events. As a fan of the page, you might come across a story about a former professor or see a video about some research going on in the college. The page is also a place where prospective students can ask questions and get information, or where current students can make personal or professional connections.
If you are on Facebook but not yet a fan, go to the college’s page and click the “Become a Fan” button. Then post something about the type of engineering you’re involved with or share anything else you would like. If you aren’t a member, get more information at www.facebook.com.
Twitter provides another way for you to be part of the college’s conversation. On the social networking and micro blogging site, the college posts brief updates—no more than 140 characters—about what’s going on, usually with a link to more information. Twitter is especially useful for people who want to keep up with several organizations, but who don’t have the time to sift through a large amount of information. You can share the college’s “tweets” easily and reply to the posts. Check out the college’s updates, or start by seeing what Twitter is about at twitter.com.
If you are a frequent YouTube user, or if you just want to see some of the college’s great videos, you can subscribe to the college’s channel. These are also posted to the college’s video page , as well as linked to Twitter and Facebook posts.
Another way for you to stay connected is to subscribe to our RSS feeds for:
- Innovate Online
- College of Engineering News
- College of Engineering Videos
RSS feeds let you check the latest headlines from these sites through a newsreader or aggregator. You can download free or inexpensive readers, and most browsers, such as Google and Yahoo!, offer their own. To subscribe, click the RSS symbol and the web site will be added to your list of subscriptions. Or you can open your reader and directly add the links there.
Within the articles and videos on each of the college’s sites, there is space for you to comment on the story. Please feel free to share your thoughts. You never know who else is reading and might share the same interests.
There is always something going on at the College of Engineering—research, classes, and student projects. Join in the social media to be sure you don’t miss out on any of it.