More evidence of Social Networking's impact

In doing a quick catch up on some reading today I came across two articles about Christian Higher Education, and they both have interesting implications both for private higher education and for the age of social networking (which may be in decline, but that will be another post).

Ongoing issues at Northwestern College in Minnesota made the front page of the Minneapolis Star Tribune, and yesterday’s Inside Higher Education carries a story of how an article critical of Wheaton College was killed by Books and Culture.

I have very little insight into the particulars at either school, but I have a few years in Christian higher education, and a few in communication, and I think there are lessons that communication and marketing people at faith based and strongly mission driven institutions should be reminded of in the wake of these very public controversies.

1. You can’t stiffle conversations. In the good old days firing a professor or the killing of a story might have stayed in a small community, but now that information is instaneously shared. Inside Higher Education got a pdf file of the actual cover that was approved and then killed and has seen the article. Killing the story didn’t stop it, it probably just gained it wider readership. In the case of Northwestern they have taken several steps to finalize the controversy and move on, but the debate rages of Facebook.

2. You have to engage people where they are. If the debate is on Facebook that is where the organization has to engage. You can’t ask for debate to be turned off or ignore it. Dell Computers is great example where instead of ignoring negative blog posts they actively engage and try to solve problems. The same model could be applied here.

3. Inconsistency is the controversy. People and in turn social networks thrive on controversy and nothing creates more controversy than when someone says one thing and does another. Social networks function as fact checkers, and even if there is debate about the facts if it looks like you did one thing but said another, this is going to spur internet frenzy. This is a particular challenge for strongly mission driven and religious institutions because it is not only the mission of the place but commitment to beliefs that may be unpopular that are on the line. Read the comments on the Star Tribune piece and if you are a Christian who wants to see others recognize Christ your heart will break.

In part two of this blog post I will look at some of the underlying issues, but these are ones that I think apply to the profession.

College students use social media to rally relief for #Haiti

Across the country, college students are using social media to rally support for relief efforts in Haiti.

A January Term class on grassroots marketing at Huntington University (Ind.), for example, is using the Twitter hashtag #jterm to spread word about a fundraising opportunity benefiting two relief organizations. They've also set up a special Facebook page to support their selected causes.

The idea for using social media to support charitable organizations was built into the curriculum from the beginning of the course, but the devastating earthquake in Haiti galvanized action by the 25 students in instructor Andrew Hoffman's class.

Andrew Malloy, a freshman pursuing a degree in business management, posted this report to his blog:

This morning in our class we discussed the crisis in Haiti. Our conclusion was to all rally around Concern Worldwide and help raise money for them. Our goal is to raise $1,000 by Monday January 18th (5 days from now). This evening we have raised over $800. That is a testament to social media’s power. In one day, a group of people changed course on their project and then a body of people united to aid the cause. This has truly been a blessing and amazing experience!

Meanwhile, three HU graduates serving Mission of Hope: Haiti set up a new blog to support disaster relief. The blog features photos, first-hand accounts, and opportunities to give. The team's alma mater linked it to the university's fan page on Facebook. Word spread quickly through the virtual community, resulting in a regional fundraising event organized by a radio station and area churches.

These are but two examples of uncounted similar scenarios playing out on college campuses nationwide. Globally concerned students with well-honed social-media skills are a new target audience for charities and relief organizations seeking advocates and donors.