July 8, 2009
MACOMB, IL — “Tweeting” … it’s just not for the birds anymore.
So goes the first paragraph in the article, “Using Web 2.0/Social Media to Your Advantage,” authored by Western Illinois University Relations Director Darcie Shinberger and Public Information Specialist and New Media Manager Teresa Koltzenburg. The story appears in the “Crisis Management Guidebook, Volume 3″ published this month by PR News Press.
Shinberger responded to a query posted by PR News in April 2009 seeking submissions for the organization’s new crisis guidebook. Because of University Relations’ extensive work using new media not only in the daily promotion of WIU activities and accomplishments, but also for crisis communication, Shinberger thought it would be beneficial to share “lessons learned” with other organizations and universities who might be testing the social media waters.
According to PR News, the “Crisis Management Guidebook” offers a wealth of information and resources that will help organizations put out the fires when disaster strikes. Western Illinois University’s best practices are feature in Chapter 7: Digital Communications.
“University Relations really dove head first into the social media arena last year after hiring Teresa. Her expertise in Web 2.0 has launched a new way for the University to communicate its messages,” Shinberger said. “Since establishing YouTube, Facebook and other social media accounts, we have actively used these forums as alternate ways to disseminate information relating to crisis situations on campus, particularly to air press conferences so parents (and the general public) can see firsthand what the University is doing to ensure the campus community is aware of the situation.”
In addition to the benefits of being able to disseminate both everyday and crisis-related information immediately via social media, University Relations has also benefited from the two-way interaction social media provides, Koltzenburg added.
“Our Facebook page recently surpassed the 4,000-fan mark, and while that number is something we’re proud of, I think the most interesting thing that we’ve witnessed is the back-and-forth communication not only between our office and individuals, but also among students, alumni, faculty and staff members in these online networks,” Koltzenburg said. “As a public information specialist, my job is to connect people with the information they need about Western. In addition to the traditional ways I provide information, I’m able to do this within these networks. I’ve also been able to glean knowledge from others who have helped me find answers or provide me with a different perspective.”
For more information on University Relations’ new media efforts, contact Koltzenburg at (309) 298-1993 or TE-Koltzenburg@wiu.edu. Find Western’s new media links at wiu.edu/U-Relations/newmedia.php.
Copy By: WIU
