University Business - September 2012 - (Page 91)

approach. The team made sure the minimum common denominator between web experiences on a mobile phone and on a huge desktop was not an afterthought. They designed it first and enriched it for wider screens. Multiple ConneCted deviCes Rule “Mobile First” doesn’t mean “Mobile Only.” Multiple device ownership is a reality. People do and will access their favorite websites from more than one device. Computers, laptops, tablets, smartphones, and others are now part of the connected device mix used on campuses. For example, according to the 2011 Student Life Studies Technology Survey at texas A&M, 96 percent of students owned a cell phone, 92 percent a laptop, 16 percent a tablet, 10 percent a netbook, and 9 percent an e-reader. That’s why it’s important for institutions to make sure they keep (or start) offering web content that works well on these different devices. A WoRld of feWeR WoRds, dAtA ... And visuAls Social media has changed the digital world forever. With so much time spent on successful platforms such as Facebook, Twitter, YouTube, and the like, online expectations have been shifted toward bite-sized, data-rich, and visual content. The overnight and popular successes of Instagram, after it was acquired by Facebook and just before its IPO, and Pinterest embody this trend. On Facebook, since the introduction of the new Timeline format in March 2012, a photo is definitely worth more than 1,000 words through increased reach and engagement via likes, comments, or shares. As YouTube has become such an important part of the digital life, short tothe-point video content is now expected and often widely shared. Infographics presenting bite-sized information and interesting data points have proven to be universitybusiness.com the ultimate content format for virality. So, what do these disruptive trends and technologies mean for online writing? Although we are not witnessing the upcoming demise of online writing forecasted by some, it’s time for a big change. In the sea of content, context and timing can impact your website, your Facebook page, or your Twitter stream. Just-enough Just-in-tiMe Content The famous “Omit needless words” coined last century by William Strunk in The Elements of Style has never been more appropriate. Conciseness is the key. Your copy should be short enough to keep your reader’s attention while still making your point. In the sea of content, context and timing will also make or break your website, your Facebook page, your Twitter stream, or your emails. Responsible Content foR Responsive Websites In the world of multiple connected devices supporting a unified experience, online readers expect the moon. Blue, if possible. They want just enough of your web content on their smartphone, but all of what they might need and are used to getting from their PC. Yet, they also expect to be able to find extra content as well, if they search for it. With the multiplication of responsive websites in higher education comes the need for responsible content, written to adapt—as designs— to different devices via a set of rules. So, get ready to give your copy the necessary structure to implement these filters. WRiting visuAlly Our brains crave pictures, as they can be processed more quickly than text. In this digital attention economy, visuals are not optional anymore—unless you can limit your text to 140 characters on Twitter or in text messages. For maximum effects on social media platforms, the pictures complementing your copy should invoke emotions, what makes people share online. Effective online writing takes time and expertise. It also requires on-going practice due to the dynamic nature of the formats, platforms, and genres. It’s not academic writing. It’s not PR writing, either. “If you’re a good offline writer, you’ve got what it takes to become a great web writer,” says Michael Powers, director of web services at indiana university of pennsylvania. An ex-college professor of English, Powers teaches a four-week online course at Higher Ed Experts on higher ed social media and web writing. He is a man on a mission: Train better online writers. Karine Joly is the web editor behind www. collegewebeditor.com, a blog about higher ed web marketing, public relations, and technologies. She is also the founder of the professional development online community at www. higheredexperts.com. Resources “2012 E-Recruiting Practices and Trends at Four-Year and Two-Year Institutions” report, www.noellevitz.com/papersresearch-higher-education The 2012 State of the Mobile Web in Higher Ed: http://bit.ly/mobweb2012 Pew Internet Mobile Research, http://pewinternet.org/ Commentary/2012/February/ Pew-Internet-Mobile.aspx “Social Media and Web Writing for Higher Education” course, http://higheredexperts.com/wwhe Stamats Teen Talk Live (recorded by Higher Ed Live), http://higheredlive.com/teenstalklive-the-must-watch-event-of-the-year Why Go Mobile Texas A&M, http://gomobile.tamu.edu September 2012 | 91 http://www.noellevitz.com/papersresearch-higher-education http://www.bit.ly/mobweb2012 http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx http://www.higheredexperts.com/wwhe http://www.collegewebeditor.com http://www.collegewebeditor.com http://www.higheredlive.com/teenstalklive-the-must-watch-event-of-the-year http://www.higheredexperts.com http://gomobile.tamu.edu http://www.higheredexperts.com http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business - September 2012

University Business - September 2012
Contents
Editor’s Note
College Index
Ad Index
Behind the News
Viewpoint
Independent Outlook
Financial Aid
Virtual Viewbooks: Ready? Or Not?
Technology Changes Everything
Connecting Learners, On Campus and Off
The Changing Face of the CIO
Efficiency Greats
The Administrator's Bookshelf
Oceans of Data
Education Innovators
Internet Technology
End Note

University Business - September 2012