In attending the Case 2011 Social Media & Community conference, which is focused on social media marketing for higher education, the question came up regarding criteria/qualifications of a good social media professional. In an address to all of us earlier today, Michael Stoner of mStoner said you need to be social, and you need to be able to write. Made me think about the people I know using social media. Then, I started to think about not just the basics, but the pinnacle of higher ed social media execution.
What kind of person does it take to achieve such a feat? And this, inevitably, led me to the realm of the Jedi. So, what are the characteristics of a Social Media Jedi? Checking into the Jedi Way, I decided to take a stab at the characteristics of a Higher Ed Social Media Jedi (of the Yoda, Obi Wan – NOT Anakin – variety). So, here you have it: Five Characteristics of a Social Media Jedi in Higher Education (using Wookiepedia as a reference, unless otherwise noted):
5
Jedi Midi-chlorians = Higher Ed Social Media Jedi Passion
First and foremost, you must have enthusiasm – better yet, passion – for social media, and be willing to become congruent with “the way” of social media. For the Jedi, midi-chlorians were measured in a potential candidate to determine their Jedi potential. A higher count indicated the individual would be more likely to “Feel the Force,” and therefore become a higher-level Jedi. We have no such tool for measuring likelihood of success in the social media profession. But, sociability, a willingness to relinquish control, an instinct for what may and may not work, the willingness to take risks – these can help you determine your social media swagger.
4
Training
While the Jedi have a strict code that must be adhered to, as a Higher Ed Social Media Jedi, you have guidelines, and there is much trial and error involved in your work. However, the Higher Ed Social Media Jedi shares the practice of “rational thought, patience, and benevolence,” with a Star Wars Jedi. Banned from the Jedi practice are indulging in feelings that lead to the dark side – hate, anger and fear – as should they be banned from our practice as Higher Ed Social Media professionals. The Star Wars Jedi has a Jedi Temple headquartered on Coruscant for training; the Higher Ed Social Media Jedi has their everyday experience as training, webinars and conferences such as the Case 2011 Social Media & Community conference here in San Francisco.
3
Tools
Before (and after) you dive into the social media space, listening is possibly the best tool of the Higher Ed Social Media Jedi – just to see what it is you’re getting into. The Star Wars Jedi builds their ability to “Feel the Force” by practicing over and over again, and ultimately, he or she uses a light saber as their tool to combat evil. As a Higher Ed Social Media Jedi, “Feeling the Force” equates to your instinct (regarding what works and what does not work with your audiences), and builds with time, patience and practice – just like a Star Wars Jedi. And when you subscribe to metrics-based, data-driven tools such as Radian6, Hootsuite, Social Media Mention and others, you have the power to combat any attacks to your college or university’s brand, because you can use social media channels to dispel myths and rumors. In the best case scenarios, your fans and followers become your light saber, shutting down any Clone Trooper attacks to your brand. On the flip side, social media enables you to sing the praises of your institution, building brand equity with prospects, peers, current students and alumni.
2
Influence
All of us would love to be able to do an Obi-Wan Kenobi and say, “. . .This is not the page you’re looking for, . . .” exerting absolute mind control over the Storm Troopers of our brand, especially when they show up, attempting to blast us with negative comments via social media. While we can’t necessarily do THAT, we CAN: a.) provide our audiences with info of value to them to build brand loyalty and b.) monitor engagement on our pages to thank followers for the positive, and, carefully respond to the negative. To become an influencer of your brand, you must be present in the social media space, providing information of value and engaging with your audience. If you are lucky, and you’re doing the job well, fellow Jedi will share the info you have provided with their colleagues and constituencies, and even come to you with questions, giving you an opportunity to share knowledge.
1
Leading (by Example)
If you can accept the fluidity of social media, relinquish the need to control it (because ya can’t), “Feel the Force” of social media by listening, monitoring, practicing and planning your strategy, you will evolve from Padwan to Higher Ed Social Media Jedi Master of Yoda proportion. In social media, leaders are made, not born, and many leaders of higher ed social media become so because of their relentless adherence to some basic principles of the Jedi way:
(Source: The Jedi Way)
So, onward Padwans! May we someday achieve the level of Jedi Master. So, what do you think? Are their other characteristics of a Star Wars Jedi that are mirrored in the Higher Ed Social Media Jedi? Share your thoughts and comments!
Let me know what you think! And are YOU a higher ed social media Jedi?