Social Media a Threat to Higher Education Marketing?

I’ m a long time reader of the Philadelphia Business Journal, a paper that I think is very worthwhile. I was surprised at the obvious misunderstanding of social media expressed by one academic in the July 31st edition; it appeared in an advertising section focused on Higher Education where questions are asked of the “experts.”

I can’t help but reprint the question and discuss the answer here:

Q: Can Utilizing Social Media Disrupt Traditional Organizational Structures?

A: Not only can Web 2.0 tools be disruptive, but they may not even be a safe way to communicate information within your organization. For years, information within organizations flowed from the top down, on a “need to know basis”. Secrets were guarded, preserving the proprietary distribution of information within the organization. Social media has an entirely different approach – a bottom up broadcast philosophy. The news is filled with “oops” incidents where someone posted information on Facebook or a blog that compromised organization security. Web 2.0 tools are fun and exciting pieces of technology, but do not be so enamored by their glitz that you forget the communication structure that supports your organization.

Dr. Bobbe Baggio
Director Graduate Program
Instructional Technology Management
LaSalle University

I’m not sure where to start with this one. It seems to me that there is a clear misunderstanding of social media and its tools. The potential benefits aren’t even addressed and clearly social media is seen as a threat to the organization. Perhaps more alarming is the suggestion that things should stay the way they’ve always been.

Dr. Baggio is right to suggest caution against becoming enamored with the new, shiny object, but I think that she misses the point. Social media gives organizations the opportunity to develop relationships, improve communication and operate more efficiently. Tools like Facebook, Twitter, blogs, etc… are not the main issue here, even if many make the error of focusing on tools as opposed to the end goal. Furthermore, my guess is that the “oops” incidents she described are more a failure of management to define proper policies for the use of social media, rather than a failure of social media itself.

The use of social media is clearly not for everyone, but every organization should fully consider both its benefits and drawbacks.  Tools will come and go; it’s up to the organization to decide what will work for them. While I may not have a PhD, or be an accomplished author like Dr. Braggio, my experiences are in direct contrast to hers.  I find it unfortunate that social media was “sold short” in such a manner in a publication as respected as the Philadelphia Business Journal.

Your comments are welcome here – Am I off base here? Did I misread the statement?

Rick Simmons

Rick Simmons is a principal at Dinkum Interactive, a firm specializing in online marketing solutions for small and medium sized businesses around the globe. With more than 25 years of experience in advertising and marketing, Simmons has spent the last four years focused on search engine optimization, and other Internet marketing strategies. Reach him at 267-626-9094 or [email protected]