Author: andrewcareaga

Former higher ed PR and marketing guy at Missouri University of Science and Technology (Missouri S&T) now focused on freelance writing and editing and creative writing, fiction and non-fiction.

Student protests, the Facebook way

Or, All we are saying is give feeds a chance…

Facebook‘s recent changes that allow online buddies keep closer tabs on each other has half a million Facebook users — many of them college students — up in arms. The Facebookers fear the tweaks create a “creepy” and “stalker-esque” atmosphere on the social networking site.

The changes come in the form of news feeds that notify users when their friends have uploaded new photos or changed their profiles in some other fashion.

A disgruntled user has created a petition urging Facebook to go back to its old-school ways. As it currently stands, “We all know who has dumped who, who is doing what, and who doesn’t like something anymore. This is invasive, and while it is displayed for others to see, it is not meant to bombard their homepage.” (Source: Digital Micro Markets, which tongue-in-cheekedly likens the protest to the civil rights protests of the 1960s and suggests that “the thousands of unhappy, non-paying users of Facebook can … use their allowance pools to hack an online social networking cool app more to their liking!”)

Meanwhile, Facebook founder Mark Zuckerberg is urging calm. “We are listening to all your suggestions about how to improve the product; it’s brand new and still evolving.”

I don’t get why the subscribers are so upset. When you join a social network on the web, you’re forfeiting quite a bit of privacy and are tacitly agreeing to live a fishbowl sort of life, at least to your closest online friends. But perhaps this will be a wake-up call for millennials to think about issues of privacy and use a bit more caution in who they let into their social networks.

College magazines: What’s the point?

Food for thought for college magazine editors comes by way of Rob Westervelt’s UBrander blog. He urges us to think of our magazines in terms of return on investment and suggests a businesslike approach to definine our magazines’ overarching objectives:

If you don’t have a brand objective for your magazine, here’s how to craft one:

Example:
Our objective is to brand [YOUR SCHOOL] as [INSERT SCHOOL’S DESIRED BRAND POSITIONING IN ITS CATEGORY] so that [YOUR SCHOOL] becomes the first place [YOUR AUDIENCE] sends its students and dollars.

Once you’ve established your objective, write out your methodology for accomplishing the objective (i.e. how you’re going to do it). Remember, magazines are about readers, so write articles that connect your brand with the things your readers care about.

Good advice that should also translate to alumni magazines — and to hybrid college/alumni magazines, like the one our university publishes. Many college magazine editors have never had to think in terms of ROI. But it’s a practice worth adopting. So is Rob’s brand objective exercise.