Tag Archives: #AEJMC14

Why I Love the Hootsuite University Higher Ed Program

hootsuitehigheredprogram

Recently I had the opportunity to write a guest blog post on the Hootsuite blog about harnessing the social media mindset our Millennial students bring into the college class today. That post was published yesterday!

Here are two great things I love about Hootsuite and their higher ed program.

1) Dedication to Social Media Education and Professors: Thanks so much to the awesome people at Hootsuite for inviting me to write this post and for all the great support they’ve given social media educators. I know of no other company like Hootsuite that has done so much to support social media education in higher education. And I am very proud to have had the opportunity to write a post for such a great brand. Hootsuite is a leader in helping give students free access to professional social media tools, and has shown a true dedication to supporting social media educators with the Hootsuite University Higher Education program – a free program available to university educators and their students.

They continue to take steps that have demonstrated their dedication, including a free webinar this Thursday (August 21st) with tips from professors teaching social media. They also presented at AEJMC 2014. Unfortunately, I wasn’t able to attend because I had to present elsewhere. But the word is that it was a great presentation to a packed room.

To learn social media, students need hands on experience with the tools they’ll be using in the field. Unfortunately, the high cost of many of these tools makes them inaccessible in many classrooms unless there is substantial funding. And in today’s educational environment, that is hard to come by. I truly wish more companies in the social media space would follow Hootsuite’s lead and provide access, training, and support to social media professors and our students. I’ve attended numerous conference sessions where I’ve heard these sentiments being expressed among new media educators.

2) Benefits of the Hootsuite Program – I began using Hootsuite University in my social media class last fall and loved it. Prior to that, my social media students were using Hootsuite for in class assignments but I wasn’t yet aware of Hootsuite University program.

I’ll be using Hootsuite University again this year because it is truly an essential tool for the social media classroom. I say that because it offers not only access to a paid version of the Hootsuite dashboard – Hootsuite Pro – with advanced features that students can learn from hands on, but also a rich library of educational videos that really help students learn the professional use of social media. As I mentioned in my blog post on Hootsuite’s blog, while students today are digital natives they do greatly benefit from our help when it comes to moving from personal to professional use of social media.

Hootsuite University also includes a number of video case studies professors can use in the classroom.

Here are 3 Great Benefits of the Hootsuite University Higher Ed Program, a previous post I wrote about this great resource.

One thing I don’t mention in that post is that Hootsuite also provides material for professors via suggested curriculum:

How I use Hootsuite University:

I like to use the Hootsuite University videos as supplements to class lecture, activities, and assignments. All of my students are required to complete the certification exam, which includes with it a series of courses to be completed before taking the exam. They also must complete a few of the other course that I assign from Hootsuite University program as well as one course of their choosing.  In the classroom, we use Hootsuite dashboard and the things students learn via the educational videos to complete in class activities and assignments. In this way, I bring what they’re learning in HU into the class – these are skills they must learn in HU and apply in class to succeed. I wrote about one such activity in the blog post on Hootsuite’s blog where students search brands using the Hootsuite dashboard.

Last semester I also used a few video case studies in class and plan to use a few more this semester.

If you’re not familiar with Hootsuite, they are the creators of an awesome social media dashboard that I’ve been using for years. The dashboard integrates Twitter, LinkedIn, Facebook, and other services and enables you to spread your lists into columns for easy viewing. It also offers some powerful tools like scheduling posts, auto scheduling, and Klout search.

If you have anymore questions about my thoughts or experiences with Hootsuite, drop a comment or contact me via Twitter.

Cheers!

Note: Hootsuite and the Hootsuite logo are copyright Hootsuite Media.

#AEJMC14 Highlights: What are the Ethics of Content Marketing?

After two weeks of traveling to New England for a vacation and to Montreal for the AEJMC, it is good to be home! AEJMC flew by!

I’d like to look at one of my favorite panels from the conference: the Ethics and Brand Content panel put on by the Advertising and Media Ethics divisions.  Let me recap and add my thoughts, because the ethics of content marketing is something we need to consider as educators.

The media system "Clover Leaf" from the panel Source: Contently
The media system “Clover Leaf” from the panel
Source: Contently

This panel included Ira Basen (CBC Radio) Michael Mirer (Wisoncin-Madison) and Karen Mallia (South Carolina) and was moderated by Kathleen Bartzen Culver (Wisconsin-Madison). They looked at content marketing, including the different types of content including brand publishing, branded content, native advertising, sponsored content, and brand journalism (the latter of which was a term the panel did not prefer).  It was interesting to look at the ethics of content marketing from the perspective of both a journalist, Ira, and advertising, the other panelists. Ira focused on native advertising, which he defined as: “relevant to the consumer experience, which is not interruptive, and which looks and feels similar to its editorial environment”

Examples of good content marketing, as presented by conference panel presenters
Examples of good content marketing, as presented by conference panel presenters

Interestingly, Ira noted that research shows most consumers are unaware of what “sponsored content” means on sites like the New York Times – they don’t know that the news outlet didn’t write the content. For example, when you watch the news programming and a company sponsors the program, you don’t assume that the company also wrote the news piece on the program. This is a great point. The intent of sponsored content on online publications is just that – for you to not know that the news outlet didn’t write it. What happens when people find out?

One of the best examples was the article and infographic on the New York Times sponsored by Netflix to promote (a show I love) Orange is the New Black.  Netflix paid a freelancer to research and write the piece, focusing on the need for female focused prison policies. You probably saw this floating around. Did you know Netflix sponsored it? I didn’t (despite the logo clearly printed at the top, I hadn’t even noticed it).

Let me make my second point and then I’ll try and tie this together.

Ira also stated that trust in brands is high, while trust in journalism is low (did not catch his source for this statistic. But I am going to take it at face value for this blog post). Ira acknowledged that, for journalism, many of those hits to their trust were self-inflicted. I take it that what he means is that journalists have made a number of public mistakes over a period of time that have resulted in distrust among the general public.

If it is true, why is it that trust in brands is so high right now (at least, compared to journalists)? And how might that change?

Let’s think about it. The purpose of content marketing is to create content for your audience. Continuously. As a brand becomes a media company, there is an imperative to continue to create more and more content.

And that opens up companies to the possibility of making the same mistakes as journalists have. Ok, not the same mistakes exactly. But you know what I mean. The more content you create the greater the chance you will say or do something that will be a mistake – a false or misleading claim, a sensationalist move to gain viewers, a gaffe, offensive or insensitive content, etc.

It is an interesting dilemma. You’ve got to create content. The more you exposure yourself, the more risk you are essentially taking. So as everyday companies strive to become media companies – creating and reporting their own news – will trust in brands decline?

Let me say that differently. Will content marketing, the tool many are counting on to build meaningful relationships and thus trust, result in the decline of trust in brands over the long term?

And how should we deal with this long-term possibility?

It may be that we are simply at a place where mediated relationships with brands are still relatively new and that is why trust remains high. We haven’t had time to grow cynical yet.

Or am I thinking about this all wrong? Perhaps there is something fundamentally different about journalism. After all, a journalist is supposed to be looking out for our best interest. While we acknowledge that a company seeks a profit and offers a specific service to us. Further still, journalism is an institution. We may look at it on the whole. But loss of trust in one brand, does not inevitably lead to loss in trust in another brand. In fact, a brand may benefit by loss of trust in its competitor.

Whatever the case may be, as educators there is a need to really think about what the ethics of branded content are so that our students thrive as ethical content creators.

Survey results of expected growth in B2B content marketing spending
Survey results of expected growth in B2B content marketing spending

Of course, I talk about ethics in my classes. But I haven’t looked at them through this specific lens – the comparison with journalism as media outlets and the issues journalism faces with public trust- and I thank Ira and the other panelists for prompting me to do so.

What do you think?

In sum, it was a fascinating panel that really got me thinking about this question. And this question was just the tip of the iceberg of what came out of a truly fascinating panel.

In closing, I got to attend a number of other great panels while at AEJMC and learned a ton from them! Unfortunately, there were more panels I wanted to attend than time to attend them. It is super busy now with classes 2 weeks away and the ICBO deadline fast approaching. But I hope to get another post up later this week or early next week looking at some of the other great takeaways from the conference, including the great people I met and more!

 

FYI: I’ve written a lot about content marketing on this blog. Here are my other posts on the subject.