I recently attended the CASE Social Media Conference in Portland, which brings higher-education professionals together to share their perspectives on using social media as a marketing platform. This was my first CASE conference and I was pleased to find the presentations insightful, the presenters inspiring, and the community kind and welcoming.
Social media marketing is not for the faint of heart – it’s fast paced, in a state of constant evolution, and requires equal parts agility and structure. As each social platform positions itself as a valuable marketing tool, new tools come to the forefront that allow brands to reach their audience in innovative ways.
In the late 1980s, I joined the Office of University Relations as photography coordinator. Like similar offices at other universities, our office had evolved from a news bureau that served both internal and external audiences. Dedicated writers, many with prior experience in the news industry, wrote stories in Associated Press news style. Photographers schooled in photojournalism attempted to walk the line between news and editorial styles.