El twitter d’una universitat: combinació de notícies i d’històries (+ xarxes socials)

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No fa pas gaire parlava de l’ús de twitter i facebook a un grup selecte d’universitats britàniques, gràcies a les entrades de @briankelly al blog UkWebFocus. Relacionat amb l’ús de twitter a les universitats, he trobat una interessant entrada de Kyle Christie titulada senzillament “Twitter Use by Universities“, un amant de les relacions públiques 2.0 de les universitats. En Kyle parla, de fet, de l’entrada d’en Brian Kelly.

En Kyle es pregunta perquè serveix el twitter oficial d’una universitat, i on ha de portar:

As it’s the ‘official’ account, for the central university, I don’t see how you can link to anything other than the homepage. Anything else makes assumptions about your audience – such as an admissions page would assume you are appealing to prospective students. Which you might be, but that should be implicit on the profile, and if so, is it really the central one if it’s being that prescriptive about its audience? It’s equally important that you then link to your social media presence on the University site, so website users know where to find you.

En Kyle parla d’un comentari al post d’en Brian Kelly que deia, de forma potser una mica sorprenent però que fa pensar – i hi diu:

“As I am currently looking at the impact of Twitter in higher education, I spent some of yesterday perusing the twitterings of about 50 universities, across several countries. I have come to the conclusion that they are, all of them, completely wasting their time, because they have no idea what Twitter is for. Not one of them.”

He explains that as University’s have relatively few followers, and it’s unclear who the audience is, and that the tweets are often ‘pushing’ information, without interaction, that they simply aren’t using Twitter correctly, and they should stop, take stock, and think about how a presence might help.

En aquest sentit, fa una recomanació:

There is a multiplicity of audiences for any central Uni Twitter feed. Obviously, it’s all still just another channel for communications – but if they have an interesting enough story to tell in their content, then it will get attention on Twitter, and they deserve to get proper recognition of that through having a central channel that can promote the story and get referred to.

Certament: una universitat té múltiples audiències, i potser no totes estan interessades en els mateixos temes. Per això el seu web té una gran quantitat de pàgines, i el sistema de notícies és segmentat. Tenir un twitter que sigui senzillament una repetició del feed RSS de les notícies de la Universitat és raonable, però no n’hi ha pas prou. Cal captivar la gent que segueix els tweets de la Universitat, potser amb una espècie de relat, que faci que d’altra gent, fora dels públics més propers a la Universitat, s’hi interessin.

Les Universitats tenen una característica essencial: són creadores de coneixement. Podrien explicar tantes històries, podrien construir tants de relats! Podrien ser un nucli reputat. De fet en són, però al món 2.0 encara en podrien ser més. Podriar ser una innovació.

Altres entrades del mateix blog

En Kyle Christie té un parell més d’entrades interessants sobre xarxes socials i universitats: Clay Shirky on news syndications on hi diu, i ho lligo amb les universitats com a fonts primàries de nou coneixement, que

a system which awards, and highlights, original reporting, is much preferred. Instead, the current system gives a story the appearance of having being widely read, across outlets and nations, when in fact a very small number of these will be original reporting.

A més, a One reason for universities to have a social media presence, val la pena reproduir-tot,

From the US, Emily Chapman at The Owlfred Chronicles has a post on university social media presence, and suggests that universities are often slow to embrace that whole malarkey :

Universities can be slow to embrace social media, and it’s to their detriment. Not only does having a weak social media presence open up a school to looking behind-the-times–it allows students to control a school’s image online. Unfortunately, the students who shout (or tweet) the loudest are often less-than-happy with a school.

Social media can be a strange new world for university staff not used to a generation of students for whom going without Facebook for a week is a huge struggle. However, if a university doesn’t stay on top of its image, its students will step in to fill that void–and they may not convey the message a university wants affiliated with its name. By taking advantage of pre-existing Twitter accounts and a Facebook-savvy student body, schools can easily increase their social media presence with minimal effort.

Along with the fact that if you don’t have social media profiles, someone could make a joke one which receives a lot of unwanted attention, this is one of the most important reason for universities to have a presence. Having said this, it’s a largely negative justification: a defensive position against others on social media.

Clarament en Kyle es posiciona i raona envers l’ús intel.ligent de les xarxes socials per part de les Universitats.

Imatge: http://www.treehugger.com/water-infrastructure-pipes.jpg

One thought on “El twitter d’una universitat: combinació de notícies i d’històries (+ xarxes socials)

  1. Pero aixo els comportaria més feina. Cada cop veig més clar que en moltes ocasions i àbmits, la universitat es digna simplement a fer la feina mínima a la qual esta obligada (alumnes, profesors, etc…) i això fa molt de mal al coneixament del país.

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