Creating a Sense of Community: Can Online Universities Compete with Brick-and-Mortar Institutes?

We’ve heard it said about real estate – location, location, location.

The same may hold true for universities – location, location, location.

At Ideen, we’ve been working to support the online arm of a major state university.  The online campus has celebrated its five-year anniversary and is growing at an excellent rate.  When we discuss the future of the university, one question comes up over and over – "how do we create a sense of community among students, faculty, and alumni?"

In her blog post, Diana Walker Griffith discusses the power of memories created in Happy Valley -- home to the Pennsylvania State University -- and how the places and people become your “second family.” Brick-and-mortar universities can create a sense of community within an iconic setting that has strong ties to tradition and history. 

Brick-and-mortar universities have statues where graduates have their picture taken in cap-and-gown.  

 Brick-and-mortar universities may have columns that come to represent the highest values of the university.

A physical location helps build a sense of community among university stakeholders and provides a place for these stakeholders to gather long after the tuition is paid or the last exam is completed.

Online programs  -- whether independent from or as a part of a larger university system – are carving out their virtual "place."  First there is the classroom, where students engage with each other multiple times a week, if not daily.  Online universities also use Facebook, Twitter, and LinkedIn as inbound channels where students and alumni share ideas, advice, and career connections. 

But is it enough?  Can online universities hope to create that same sense of community among its stakeholders? 

We’ll be looking at this topic from number of angles over the next several weeks and will share best practices that some universities currently are using.  Stay tuned!

Small-town matters: 4 tips for building your personal brand on LinkedIn

By Monica W. Wamsley

 

Here in Pagosa Springs, Colorado, the newspaper is a weekly, there is no town-specific Craigslist, and many businesses don’t have websites -- but small business is big here. In a small town, how does one build and maintain her personal brand?

One of the things that makes LinkedIn a professional’s paradise is its searchability. To capture LinkedIn’s power, you need to stand out — just as you must in your small town’s more traditional advertising methods. This is where your personal brand comes in.

 

Main Street, Pagosa Springs, Colorado

Write your personal brand statement

A clever business name is a great start, but does it explain who you are, what you do, whom you do it for, and what makes you unique? A personal brand statement is not your business’s mission statement.

Write a sentence that gets to the heart of your business — and you. You are probably often asked what you do. Take the time to craft your personal brand statement and show the value you provide to your community.

Jörgen Sundberg’s post for Undercover Recruiter is a great resource for breaking down the parts of your personal brand statement.

Post a personable photo

When someone lands on your LinkedIn page, the first thing she sees is your photo. In a small town, members of your community identify you in a few ways, but all physical: They might recognize your vehicle or the cowgirl hat you always wear.

Anita O’Malley’s post for New Jersey Tech Weekly is not limited to tech businesses. Take her advice and look straight at your camera for your default photo.

Be approachable. Being aloof on Main Street and in your LinkedIn profile sends the wrong message to your community.

Ask for endorsements

Martin Brossman posits that “social validation ... is more important than marketing.” This author doesn’t think you should rely on one and ignore the other, but social validation is key. (Think about why you trust Yelp.) You ask for testimonials from clients in town — don’t hesitate to ask for the LinkedIn version. It’s as easy as a click of the mouse, and it can add up.

Produce content and join groups

Can it get any more personal? Your blog will have your voice. Combine your business niche and your personal writing style to share developments and thoughts with your community. The letter you write to your town’s newspaper editor might not be printed, but in the blogosphere you are your own publisher. Write your own content (maybe snag another pair of eyes for editing) and produce it consistently. Use LinkedIn to drive traffic to your blog and to engage clients and recruiters.

If you’re part of your town’s chamber of commerce or a professional guild, you know the benefits of being in a group. Join groups on LinkedIn to interact with other professionals in your field and in your geographic area — you can share your content here, too. As Reade Milner points out in his Leadership in Life post, take care to familiarize yourself with group rules on posting, and comment on others’ posts to share insights.

In a different way, these LinkedIn group members are your neighbors, just like the department store on the corner and the farrier down the street.

In places that seem to eschew 24/7 tech, LinkedIn is alive and well. Knowing how to rock your personal brand on LinkedIn will help keep your business alive and well.

Broken Compass Brewing Displays American Traits

This 4^th of July, we had the pleasure of “getting lost” at Broken Compass Brewing.  This brewery is nestled in an industrial building on the outskirts of Breckenridge and is only five weeks old. 

The owners – Jason Ford and David Axelrod – are welcoming, relaxed, and proud of their entrepreneurial venture.  And with good reason: their brewery was packed, merchandise was sold out, and patrons were lining up to fill their growlers.  Even the customers’ dogs appeared happy, as they munched on bones provided by the Brewery. 

Breckenridge, known for both its summer and winter outdoor activities, has a well-known, establishment in Breckenridge Brewery.  Is there room for two in this ski town?  Yes.

We saw a number of American traits in this visit that made us proud of our heritage. 

First, these owners are willing to take the risk required of entrepreneurs.  They’ve invested their heart and soul in this establishment.

Second, this small business is rapidly becoming part of the economic fabric of small Colorado town.  Our economy depends on small businesses, which provide 64% of new jobs.

Third, these brew masters are innovative and creative.  While they offer more traditional beers, they’ve perfected chili pepper pale ale unlike anything we’ve tasted. 

Fourth, other local businesses are collaborating and supporting the new venture.  Breckenridge Brewery has one of Broken Compass’s beers on tap, and Breckenridge Distillery sends their customers to the brewery after they tour the distillery.  The community wants this business to succeed.

We’re not in the business of critiquing eating or drinking establishments, as this would be way out of our lane.  We will state, however, that the chili pepper pale ale was amazing, while the coconut porter did, indeed, taste just like an Almond Joy bar.  Heaven! 

Thank you, Broken Compass, for taking the plunge and launching your brewery.  While the name represents your self-described journey as getting lost but finding your way, we think that your path toward success is laid out for you.

Social Media: Do Your Customers Care?

At Ideen, we research and write about small businesses and social media.  So, when we see someone else’s good research on these topics, we like to share it and acknowledge the good work.

Last week, the web site hosting company Endurance released its findings regarding very small businesses’ (VSBs) use of social media.  The bottom line: 90% of VSBs are participating, but don’t have a strategy or clear goals.

Facebook gets the lion’s share of VSB participation at 87%, followed by Twitter at at 53%.  About 50% of VSBs use LinkedIn, while YouTube and Google+ both attract 36%.   The laggards?  Pinterest and Instagram, at about 20%.

One of the reasons VSBs may be less social media savvy is because the person in charge of the online presence is the VSB owner (80% of the time).  VSB postings typically are haphazard, because of resource constraints and the lack of a social media calendar.  When there are just a few employees, social media become “another duty as assigned.”  Who has time to engage?

Now…fast forward to Monday, 23 June…according to findings released in Gallup’s State of the American Consumer report, only 5% of Americans report that social media have “a great deal of influence” on their purchase decisions.  At the other end of the scale, 62% report that it had no influence at all.  The results indicate that consumers are more open to dialogue or conversation – as opposed to advertising and a hard sell – and use social media primarily to connect with friends and family.

For VSBs, the message is clear: pick your social media channels carefully, develop a plan, and invest your time wisely.  Focus your efforts on engaging and discussing, sharing and helping.  Choose social media platforms that are the best fit for your brand.  Focus like a laser and make contributions that are relevant and helpful.  Otherwise, your customers just don’t care.