Opportunities for Higher Ed Social Media (webinar)

The Social Campus Report: 8 Opportunities for Higher Ed in 2018 is a free webinar offered by Hootsuite on Tuesday, October 3, 2017, 11:00AM PT / 2:00PM ET.

Based on surveys of hundreds of social media pros from schools around the world to understand where they are now—and where they’re going, the webinar will share the results for insights into the state of social media in higher ed – and to discover 8 strategic areas of opportunity.

If October 3, 2017 doesn’t work, register now and they will send you a link to the webinar archived recording once it’s ready.

REGISTER at https://hootsuite.com/webinars/social-campus-report

 

This Generation Thing

gen z

When I started working at a university in 2000, there was a lot of talk about Millennials. That generation gets a lot less attention these days. I am not much of a fan of these generation generalizations, but that won’t stop them from being topics of conversation. They are particularly of interest to marketers.

The generation that follows the Millennials are those born between 1995 – 2012. That makes them 5- 22 years old. I don’t know how we can generalize very much about that wide a range of people. But educators should take note because they do include kids in kindergarten through the new college graduates and all those students in between.

The post-Millennial generation hasn’t gotten name that everyone agrees on. I hear them called Generation Z, Post-Millennials, iGeneration, Centennials and the Homeland Generation.

Although “iGeneration” might suggest that they are self-centered, the lowercase i references the Apple world of iPods, iPhones, iPads etc.

“Homeland” refers to the post-9/11 world they grew up in. September 11, 2001 was the last major event to occur for Millennials. Even the oldest members of Generation Z were quite young children when the 9/11 attacks occurred. They have no generational memory of a time the United States was not at war with the loosely defined forces of global terrorism.

I’ll use Gen Z to label this demographic cohort after the Millennials.

Here are some of the characteristics I find that supposedly describe Gen Z. You’ll notice that much of this comes from the fact that this generation has lived with the Internet from a young age. This is usually taken to mean that they are very comfortable (don’t read that as knowledgeable) with technology and interacting on social media.

Besides living in an Internet age, they live in a post-9/11 age and grew up through the Great Recession and so have a feeling of unsettlement and insecurity.

They get less sleep than earlier generations.

They are mobile phone users – not desktop, laptop or landline users.

They are wiser than earlier generations about protecting their online personalities and privacy, but they live in a world that also offers more threats.  For example, they are more likely to create “rinsta” and “finsta” Instagram personas. (Rinsta is a “real” account and finsta is a “fake” or “friends-only” profile.)

They are wiser to marketing and more resistant to advertising. Less than a quarter of them have a positive perception of online ads (Millward Brown). But, perhaps ironically, they trust YouTube stars, Instagram personalities, and other social media influencers and that includes when they make purchasing decisions.

Having grown up with more of it, they are generally more open to efforts to increase diversity and inclusion.

They’re easily bored with an average attention span of eight seconds (Sparks & Honey). Of course, the attention span of the average millennial is supposed to be 12 seconds. That makes them hard to engage, but they self-identify as wanting to be engaged.

That haven’t had or expect to have summer jobs.

They are said to be slower at maturing than earlier generations. They postpone getting a driver’s license. Many of them even postpone having sex.

Rather than a generation gap, like the one made famous in the 1960s, they are more likely to hang with their parents.

They are very open to sharing their opinions in many ways from consumer reviews and other consumer behavior, and online they like collaborative communities and the exchange of ideas and opinions.

Timing Is (Almost) Everything

In comedy, they saying that timing is everything. In social media, if not everything, it is something that needs serious consideration.

You can find many recommendations for when to post online, but the problem is that they are generalizations. The real answers about when to post need to be specific to your audience.

In real estate, they say location matters. That is also true for social media.

A restaurant in almost any city draws its customers from the local area. If you are in Washington D.C., posting for that time zone and around the times when people are apt to be looking for dining suggestions (Are you a breakfast or dinner place?) is optimal. A restaurant in San Francisco needs other posting times.

If your business has wider national or international reach, you may need a strategy that includes multiple accounts, such as Twitter handles, for each region.

How well do you know your audience? Questions to consider: What time are people waking up? Are they accessing your resources during work hours, evenings or weekends?

There are many free and pay tools to help you find the best time to post, such as Audiense,  and using an auto-scheduler dashboard (such as Hootsuite) then allows you to schedule social media times based on when they have performed the best.

Hootsuite has recommended Best Times to Post on the big 3: Facebook, Twitter, and Instagram.

Facebook is interesting for timing. One thing you might not consider at first is that  75 percent of your Facebook post’s engagement will happen within the first five hours and 75 percent of your post’s lifetime impressions are reached after just two and a half hours. These posts do not have a long shelf life or “legs”

The “half-life” of a Tweet is said to be only 24 minutes and Tweets reach that 75 percent mark in less than three hours.

You will find online many recommendations for specific networks. For example, for The Huffington Post , the recommendations for maximum retweets is to post at 5 p.m. and 12 p.m., and the best days for business-to-business organizations is, not surprisingly, Monday through Friday, but for business-to-consumer it’s the weekends and Wednesdays.

Takeaway: Know your audience’s social media habits and customize to that profile for each network.

 

Infographic via Kissmetrics, a behavioral analytics and engagement platform
built for marketers and product teams.

Unretiring to Consulting

consulting

Are you planning a post-retirement or unretirement career? The number of people who are considering it grows each year. The old standard of retiring at 65 is gone. Not only do more people work beyond 65, but many people retire well before 65 to an unretirement.

There is a growing trend towards shifting employment to consulting and coaching.  Harvard Business Review says that this desire to stay employed is about personal and professional fulfillment. You may be surprised that the wealthiest people were the most likely to want to keep working. 80% of retirees who work say they are doing so because they want to, rather than because they have to.

I made this move in 2013 well before my still-to-come-65th birthday. (The majority of consultant/coaches are 50+.)Like many of those in the 2016 ICF Global Coaching Study, the majority of senior professionals don’t want to “retire.” They like what they are doing, but don’t like the pace and amount of work required at a corporate job. Clearly some of the appeal is  more flexible hours, possibly higher rates, working virtually and from your own location.

But you would not be the only person to have come to this decision. Another HBR article discusses some things to consider and I agree with most of them.

One tip is to “Give yourself sufficient runway. ” They suggest 1-2 years to prepare. Circumstances pushed me to make my decision in less than a year and at the start of my unretirement I didn’t have clients waiting. You also need to be sure you can handle the financial changes that occur with going independent.

It is recommended that you give your company plenty of time for succession planning. You don’t want to burn a bridge behind you, especially since you will probably be building this new career off your experiences, reputation and possibly even your past clients. As long as it is done in a legitimate and ethical way, you want to start lining up clients early. This doesn’t mean pilfering current clients but it does mean using a network you’ve built over the years. I had many colleagues in education at all levels and I used those contacts as entry point into new clients.

I spoke with small business counselors at my bank, opened business accounts, obtained a business/vendor number (rather than using my own Social Security number) and formed an LLC.

Dorie Clark, who writes about this topic, suggests that you do a skills self- analysis to evaluate your  entrepreneurial abilities along with your subject matter expertise. She even offers a tool to do that analysis. I picked up her book Reinventing You which got me thinking a lot more about personal branding.

If you do an honest skill analysis, you may determine that this new venture requires some new skills or updating existing skills. Examples might be social media, technical communications, online training or web services, digital marketing and design skills. You may not need another degree, but many colleges offer certifications and targeted courses on these and other topics. There are also hundreds of free MOOCs (Massive Open Online Courses) that can sometimes serve the same goals. Some of these courses are offered by the world’s leading universities and may also offer certificates of successful completion.

I have taught, and continue to teach, in several graduate certificate programs at New Jersey Institute of Technology. The majority of my students have been people either working in a field and seeking to upgrade skills for advancement, or people hoping to shift careers. A few have been moving towards consulting, but most are still hoping to work for their employer or another company in a new capacity. Don’t feel bad if you turn out to have a skills gap, because that is very much the norm in business today.

You will need a web presence. Business cards alone won’t cut it. A website and a social media presence for you and for your company should be on your To Do list early on. You will need to market yourself and your brand. I would add to that list – but much further down – things like creating a logo.

If social media hasn’t been your thing professionally, you could begin with having a personal and company presence on LinkedIn and even using that as a “blogging” platform. It is one way to connect your professional contacts with what you are doing.

On the  upside, consulting and coaching offer flexible, interesting, and sometimes well paid opportunities for second careers for active or retired professionals. On the downside, the competition is definitely out there, so be prepared.

 

There’s No Bad Publicity, Right?

“There’s no such thing as bad publicity.” That’s a line usually associated with P.T. Barnum, the 19th century American showman and circus owner.

Barnum made no attempt to hide his ambitions.  He wrote a book titled The Art of Money GettingIt’s a title Donald Trump (who has been compared to Barnum) would probably use on a book. It says what it is about right there on the cover.

Barnum was big on being a self-publicist. He used any opportunity to get his products in the public eye, even if some scandal was the reason. Get your name out there.

It is a theory that sometimes seems to work. Sometimes.

Some big companies like Volkswagen, BP and Toyota have had bad publicity the past few years and I don’t know that getting their name out there in those contexts was very good branding.

United Airlines was the bad publicity winner last week when it forcibly removed a man from a plane because they wanted his legitimately booked seat for an employee. Did it hurt their brand, stock price or change their policies?

Recently, Kendall Jenner got some bad publicity along with Pepsi for a Black Lives Matter-themed Pepsi commercial that was trashed in both the Big Media and social media. Distasteful. Insensitive.

Of course, every TV network replayed at least a portion of that commercial in their story. Free airtime, right? And the week after it aired, 19-year-old Kylie, who is big on social media, was announced as getting her own TV show, “Life With Kylie.” Coincidence? Result of the ad? Promotional consideration?

Burger King pulled off a clever, or devious, commercial recently. In the ad, a BK employee holding a hamburger says that there’s not enough time to tell you all about this burger, so he says “Okay Google, what is a Whopper burger?”

Okay, he is using technology. That’s cool.  But the employee’s words would also activate listener’s devices with Google Home to define a Whopper.

Google intervened to prevent the commercial, but it got replayed on shows and written about in lots of big and small media outlets.

Did Burger King run the ad knowing what would ensue?  Was that “bad” publicity actually baked into the campaign?

Is it legal? Marc Rotenberg, the president of the Electronic Privacy Information Center, told Fortune that “Google (and others) literally ‘opened the door’ to this new hack when they put ‘always on’ devices in the home. We warned the FTC of the basic flaw in the architecture — it is not simply the owner that activates the device … They didn’t ‘listen,'”

Similar things have happened unintentionally with Amazon’s Echo when “Alexa” orders an item because using that name activated the device. One case that got a lot of attention was when Amazon’s Alexa started ordering people dollhouses after hearing its name on TV. That led to lots of posts about how to stop Alexa from ordering without your permission, thus disabling a feature that Amazon wants turned on.

Is there bad publicity? Absolutely. Is all negative publicity ultimately bad for a brand? No, but that is a very dangerous strategy to put into place.

When Following Someone Gets Creepy

creepy face pixa

LinkedIn tells you when someone has viewed your profile – or when you view someone’s profile.  The latter might seem useful. The former might make you feel a bit creepy.

I wrote earlier about how people are informed when you do a screenshot of someone’s Instagram photo.

And now, Facebook’s new “Stories” update also does notifications. When you watch a friend’s Story that friend will know you’re watching.  A “Story” exists for 24 hours and is comprised of one or more photos or short videos and Stories works this way on platforms that supports them like Snapchat and Instagram).

Facebook really wants you to be interactive with the database of photos, text and video you and your friends have uploaded. It has been copying some of Snapchat’s features. Snapchat is popular (but much smaller than Facebook) for its more private messaging.

Facebook’s algorithms aren’t smart enough to keep Stories (which are designed to be an unfiltered you  in the moment) away from everyone who is your “friend.”

I think most users of all these social services enjoy the relative anonymity that allows them to look through at least partial profiles without  “friending,” liking” or doing anything that reveals your identity or “creeping.”

I often see in my LinkedIn feed that someone looked at my profile (maybe a recruiter or friend of a friend). It piques my curiosity. Who is this?  I’d like to see their profile, but I don’t because my look will be communicated to that person.

Is it creepy to look at profiles of people you don’t know? Should people be notified when their content is view by someone they don’t follow or haven’t accepted as a friend?

Thoughts?