can something positive come from this?
DESCRIPTION
A look at How the College at Brockport used social media to respond to the death of a student in 2012, as presented at #psuweb on 6/9/14.TRANSCRIPT
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How a School & a Community Responds to a Student DeathCan Something Positive Come From This?
Dave Tyler Social & Digital Media Manager The College at Brockport @dtyler321
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ABOUT BROCKPORT•Part of the SUNY system •25 mileswest of Rochester •~8,400 students (undergrad/grad) •1979 Special Olympics •Alumni: Stan Van Gundy and
William Fichtner
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THE MURDER OF ALEXANDRA KOGUT
•18 year-old Freshman found beaten to death in her dorm room early on Sept. 29, 2012
•Hometown boyfriend arrested, allegedly confessed
•Conviction on May 30
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HER FINAL TWEET
"Should've Known"
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INTENSE MEDIA COVERAGE
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-SocialMention.com
"BROCKPORT" MENTIONED ONCE EVERY
30 SECONDS ON 10/1
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• Raw
• Scared
• Confused
• Angry
!
THE MOOD ON CAMPUS
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•How do we get the news out?
•How do we offer support?
•How do we balance the needs of the community with the needs of the family and investigators?
!
MASSIVE CHALLENGE
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•October Is Domestic Violence Awareness Month
•Events already scheduled on campus
•Strong feelings of "what can we do? how can we help?"
•Messages springing up around campus
!
POTENTIAL OPPORTUNITY
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.... We decided to be human
WE DECIDED TO TAKE A CHANCE
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SATURDAY•First Post: ~ 5 am •Before 6 am, we had the
news out on FB&Twitter •Parent Hotline • Updates throughout the
day •Press Conference •8 posts to Facebook (and
more to Twitter) on 9/29- 9/30
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THE COMMUNITY STEPS UP
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SUNDAY•The question of Identification
•Tension, Speculation
•Internet started to ID Alex. Community asking why we hadn't yet
•Two Alexandra Koguts
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MONDAY
•Changed our FB cover. 20 others followed, 175 likes
•Memorial takes place on campus
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THE MEMORIAL SERVICE•Overflow crowd, raw emotions, grumbling on
social media
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WEDNESDAYWe shared this video:
Viewed more than 5,400 times, 2nd most viewed video of 2012
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A CHANGE IN TONE•News Release on
Campus Events
•Walk A Mile in Her Shoes
•Operation Green & Gold
•Select Respect Week
•Lecture by Shelby Knox
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FRIDAY
•Tipped off by an Instagram photo
•Most shared non-promoted post in our history. (2,179 likes, 15,800 views)
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MAY 30
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WHAT WE LEARNED•Be Human •Trust your community. They'll surprise
you •Trust your gut •Trust your team •Listen •Be proactive •Post More Not Less
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Did All this Do Some Good?
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WOULD YOU DO IT AGAIN?
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QUESTIONS?
Where you can find me: @dtyler321, [email protected]
Where you can find these slides: http://www.slideshare.net/dtyler321