Corazón Digital: A Chilean University’s Alumni Volunteer to make an Impact

“It’s not that successful people are givers; it’s that givers
turn into incredibly successful people.” — Patti Thor

Any curious researcher wanting to learn more about which top-notch Chilean universities lead the way to progressively educating this emerging nation’s future work force, will no doubt discover La Universidad de las Artes, Ciencias, y Comunicaciones – also known by its international acronym UNIACC.

The private university, since opening their doors in 1989, currently operates three campuses (including the institution’s Santiago headquarters), offering 18 bachelor’s and two master’s programs to a 3,000+ student congregation. Moreover, comparable to the premier arts/technology instructor networks one finds at Yale, Harvard, MIT, and Stanford; UNIACC boasts an internationally recognizable, faculty directory all their own. And while class choices run the gamut between digital communications, computer science, architecture, journalism, etc. – all UNIACC degree candidates enter their respective programs with an understanding that their work must exhibit passionate creativity and always harbor a unique force combining invention, innovation and change.

As a result, by encouraging such a standard amongst the entire student body, this produces a dynamic alumni community, who then go on to work with world’s top media publications, advertising agencies, marketing firms, or even for a brand’s global internal communications team. Collectively, these graduates recognize that charismatic professionals lead by example, continue their education beyond graduation and give charitably whenever possible. So perhaps it’s unsurprising that earlier this summer when a relatively small group of UNIACC alumni began campaigning to launch the initiative Corazón Digital – as a way to help mainly immigrant women learn necessary, basic computer program skills – university administrators practically leaped at the opportunity to offer the organizing committee resources and their enthusiastic support.

Although Corazón Digital maintains an admirable, on-going track record, launching any new project or philanthropic effort will unavoidably generate numerous challenges. In an interview with the university, Senior Director of Communications, Alfredo Santibanez shares that, “One of the first challenges for the project was that it was needed [a] digital volunteers form; that is, [a way to find] people who can teach information technology. We found that the digital volunteer training requires some knowledge and content must be systematized.” Indeed, coordinating, organizing and distributing materials takes patience, time and effort. On average, the program’s volunteers spend 32+ hours teaching course lectures that all explain how to use Word, Excel and PowerPoint successfully.

However, anything worth completing correctly typically adds up to a rewarding end. To date, 300+ participants now posse an advanced training background regarding these programs. More importantly, course instructors also see an intangible benefit by volunteering their time to help improve the local community. Since seeing this initiative’s impact around campus Santibanez observes how, “[Student volunteers] gain an awareness about realities that maybe [they] did not know; [every volunteer] can provide concrete tools for people to overcome their barriers, gaps and situations that may [previously excluded them] from better job performance.” An earnest testament proving once again how one never experiences success without giving selflessly first.

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If you’re interested in supporting the Corazón Digital initiative, there are several ways to follow up with UNIACC, in addition to the school’s main website.  They promote several social media channels including active Twitter, Facebook and YouTube accounts.  Specific questions about the program can be directed to either Magdalena Quintero, Intel® Aprender’s Lead Coordinator or UNIACC’s Senior Communications Director, Alfredo Santibanez.  Lastly, if you’re a UNIACC alum/current student that’s worked with Corazón Digital at any point, please feel free to share your thoughts/comments about volunteering below.  Here’s a cheer to this fantastic cause and the truly inspiring individuals that kickstart this project both on and offline. ¡Felicitaciones para su trabajando!

Amanda // @acmontgomery


London: Student Visa Chaos jostles an Education Capitol

“Education aims to give you a boost up the ladder of knowledge.  But too often, it causes a cramp while you sit on one of its rungs.”  ~Martin H. Fischer

Every now and then, it’s important to keep an ‘ice breaker’ question handy, just in case the small talk chatter during a monthly happy hour fades, because really there’s only so much conversation mileage when it comes to football.  So last week during a monthly ‘Wine Roundtable’ as my friends like to call it, someone put forth a question to the crew that dumbstruck all conversation mid-sentence.  Which gig would you hypothetically avoid at literally all cost: Penn State’s current VP of Marketing or RIM/Blackberry’s CMO responsibilities?

Having read about the recent student visa issues taking place overseas in London, I chimed in to offer a third alternative, “Well either way at least they’re not the immigration lawyers on case at London Metropolitan University…” and with that we all clinked glasses, lifting a hopeful prayer to the Paperwork Gods.  As every international student knows too well, dealing with visa administration/processing requires a patience threshold to rivals Job’s.  So in an extra effort to send out optimistic energy to the overseas students under fire across the pond, I also lit some extra candles – better safe than sorry.

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In order to resolve any problem, it’s paramount to first consider why/how things collapse, so that later when creating future operations, new procedures avoid former detrimental, mistakes. However no amount of mediation will correct a disagreement if those arguing fail to establish consistent, fair terms outlining how they’ll proceed.

In the case of LMU versus the UK Border Agency (UKBA), it’s evidently clear that neither party knows how to handle the system pitfalls concerning student immigration data and visa control.  As a result, according to a BBC World News report, come December 2012 “some 2,o00+ foreign students are affected and have until 1 December to find an alternative course or arrange to leave the UK.”  Comparatively, this almost makes waiting to find out about flight cancellations feel like a spa treatment.  It’s true, although LMU’s current predicament fortunately excludes child abusers and/or tanking stock values – it’s not exactly a rosy picture.

When it comes to discussing international student/staff university recruitment successfully, this London campus carries the burden to clarify issues involving the UKAB so that other UK colleges won’t endure a similar fate.  In a statement to the media, the campus administration made sure to note how, “London Met appreciates that as the first UK university to be placed in this position, [we have] a duty to the sector to try and bring an end to the damage arising from UKBA’s decision.”  Moreover since coming off a summer long media celebration involving Olympic preparation and a monarch’s Diamond Jubilee, it’s certainly understandable that the press openly welcome a new feature subject.

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In an effort to bring some relief and order to chaos, a task force with representatives from the academics’ union UCU, the UKBA, and the National Union of Students will help genuinely qualified international students enduring the investigation figure out alternative enrollment options and get back to their studies as quickly as possible.  A wise Englishman once said, “Success is not final, failure is not fatal.  It is the courage to continue that counts.”  It’s a good lesson to remember while waiting to re-enter the classroom, but until someone issues a logical verdict, LMU’s foreign students must try to keep calm and carry on.

Here’s hoping to a swift solution.

Building Education w. Brazil by saying ¡Bienvenidos!

“The most important trip we take in life is meeting people halfway.” ~Henry Boye

Although only two remaining Beatles still walk amongst the living, it’s a fun idea to entertain that if we’re able to create a TuPac Shakur holorgram, then it’s also possible that hopefully one day in the not so distant future, the legenday Fab Four will also come together once again (no ironic pun intended).  While a live, mixed jam session on Leno or Letterman would electrify the nation, it’s my humble, personal hope that the boys will return from a enlightening, transcendental journey with a plan to discuss how we might all collectively improve higher education worldwide.  At the very least, I wish someone would dare to ask university administrators nonchalantly, “I don’t know why you say good bye? I say hello.”

This witty lyric translates to a broader question concerning 21st century universities everywhere: why are a percentage of schools still choosing to resist certain digital media platforms designed to help enhance and also grow the learning and campus experience?  Even despite mounting evidence which proves that when a college classroom uses these emerging media tools, applications and innovative technologies effectively, the end result means that the entire academic community improves overall; there’s still a lingering protest that enrolling these changes will create more mess than good management.

In a recent article for BBC World News, Anna Bressanin’s video interview features three students, currently studying abroad in the United States in order to gain a more dynamic education, so that upon finishing their programs, they’ll be able to return home and hopefully apply their experiences toward helping resolve local, pressing issues like poverty, global warming, problematic urban infrastructures, etc.

Ambitious institutions like Science without Borders, EUSA, and other study abroad sites work diligently (and truly bring value) when it comes to helping universities establish resourceful partnerships, opportunities, and networks for students/professors wishing to expand their educational threshold.  But more importantly, emerging media platforms such as Twitter, Facebook, Tumblr, Instagram, Blogs, YouTube and LinkedIn allow those participating and representing these programs to generate an ongoing, engaging dialogue about their real time experiences. Moreover, these technologies also allow a person cataloging this information to create a digital file history so that when future students wish to embrace similar opportunities- the information exists in readily available, searchable, and shareable formats.

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Today, every campus aspiring to develop an internationally known  brand identity and expansive relationship network both externally and internally that supports an evolving campus must think about how digital platforms will help, hinder and enhance the education experience challenging all eager and committed students who want to learn by using application in addition to the classroom protocol.  Moreover, academic leaders must also be willing to turn to their global neighbors and at the very least offer to say ‘Hi there … I hope we can help each other and I’d also like to learn a little more about you.”

It’s amazing what happens someone starts a conversation by saying a simple hello.

Say Hi and connect with Amanda Montgomery || @acmontgomery  ; also as always feel free to share thoughts, comments, and observations about ideas relating to this Fall’s thesis research below – Thanks!

#YoSoy132 – Mexico’s Students & Media Use

“The educated youth of a nation are the trustees of it’s posterity.” – Benjamin Disraeli

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If we measure news traveling down a grapevine exchange between Dallas, Texas and Mexico City- each headline journeys 1,135 miles every time these neighbors trade updates. But several weeks ago, the Dallas Morning News wire (one of today’s numerous digital grapevines…) released Alfredo Corchado’s fascinating story describing a student-driven movement that uses the name ‘#YoSoy132 as a way to identify/raise awareness about their cause which they hope will bring permanent change to a corrupt education system plaguing the current and future Mexican student community. It’s a genuinely inspiring article that lends a unique perspective to research investigating how Latin American university environments employing emerging media platforms deal with the consequent implications- both positive and negative.

Corchado’s reporting and other field accounts from major news networks like CNN and the BBC World News, all documenting the passionate activity surrounding #YoSoy132’s student protest movement coincidentally began to receive coverage just as this research project began; therefore it’s critical to read, analyze and monitor this story’s ongoing online development and how Mexico’s university campuses will or will not advocate relevant discussions.

At the end of 2012, Mexico will induct the newly elected President at the conclusion of current President, Felipe Calderón’s term. That said, ever since the election’s beginning numerous reports continue to debate the country’s transition and also question several broadcast media platforms who’ve allegedly given selective endorsements supporting the Institutional Revolutionary Party that presumptive president-elect Enrique Peña Nieto represents.

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As a result, when Peña Nieto made an appearance on the Ibero-American University / Mexico City campus earlier this summer, students formed a heckling protest voicing their opposition toward the government’s passive reforms, Peña Nieto, and other responsible leaders (i.e. Elba Esther Gordillo, leader of the national teachers’ union).  According to Corchado’s observations, “The candidate’s team tried to play down the incident, saying that the crowd had been infiltrated by supporters of rival Andrés Manuel López Obrador who were posing as students.

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The protest retaliation took a viral turn three days later when a YouTube video featuring 131 students introducing themselves while presenting their school identification card as proof, received 1 million+ views in a 10 day period.  #YoSoy132 also circulated on Twitter as a hashtag discussion and news about the movement spread worldwide.  #YoSoy132 and the  students, parents, and other individuals wanting to help spread awareness about education conditions failing to help Mexico’s student community use an expansive arsenal of emerging media platforms to generate dialogue, organize committee meeting strategies and designate spokespeople.  Beyond Twitter and Youtube, wikipages and of course other university Facebook accounts all offer information about how to help those supporting the movement.

In the coming weeks, students everywhere will begin a new Fall semester at their respective universities but it’s undeniable that 100s of universities throughout Mexico will continue to discuss events surrounding #YoSoy132.  More importantly, educators, administrators, and students will also converse about what significant changes will impact their country’s future students socially, economically, politically and culturally.  But not surprisingly, a select percentage feel concern that creating a lasting impact to ensure permanent, enduring changes will require more than a strategic albeit dynamic social media effort which supports #YoSoy132.

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Raul Trejo Delarbre, a professor who studies social media at the National Autonomous University of Mexico observes that indeed, “Social media savvy isn’t enough to maintain a movement… the leaderless group — accused by critics of lacking direction — must better define its main demands.”  And to his point, Reforma newspaper columnist Carmen Aristegui F.  asks “Are we or are we not before an authentic Mexican Spring?  Depends, of course, on students believing it themselves and on many other sectors of society … finding in them the creation of a space where their own hopes and concerns are reflected.

Yet even considering these daunting aspirations, there is a confident optimism delicately circulating amongst the student masses and those who support them.  As Angel Rodriguez, 19, a student at a music school run by Mexico’s City’s cultural ministry shares, “There is a spark, but if we leave it apathetically, it will dissolve.”  What an incredibly earnest observation but imagine the detrimental consequences if this discussion never even caught fire?

Connect with Amanda Montgomery || @acmontgomery

Does your University speak Global?

It’s rather extraordinary… for you see when one performs thoughtful, sound research, they gain a remarkable ability to make two questions grow where only one grew before.” Thorstein Veblen

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In seeking to understand how university campuses located in both Latin America and European countries employ emerging media platforms to develop their branding initiatives and more importantly use these technologies to strengthen relationships between students, faculty/staff and the surrounding community, I woke up the other morning upon realizing that in truth, I’m actually quite curious about a broader, more encompassing question… Do these university campuses speak global?

And then I had to scratch my head because that question led the way to even more questions concerning this Fall’s thesis research:

What does it mean to speak global?

When a university campus located –in the US, Nicaragua, Argentina, Brazil, Spain, or elsewhere– employs emerging media platforms to develop their branding initiatives and uses these technologies to strengthen relationships between students, faculty/staff, & the surrounding community, they’re making an earnest attempt to speak global.  Every online channel (Twitter, YouTube, Facebook, LinkedIn, Pinterest, Instagram, etc.) that they opt to use creates content and effort which expands the campus’s network (both internally and externally), increases worldwide connectivity on behalf of those enrolled/employed at the institution, and also helps to expand what relationships/resources assist the university’s larger institutional goals.

Why does having the ability to speak global matter?
After reading a recent report from which cites that there are at least, 723,000 international college students in the United States, and that this reflects a 4.7% increase from last year; it’s only logical to argue that a campus possessing the ability to speak global (using both digital and traditional media) matters significantly.

Moreover, a 21st century student compares their selection of college campuses using a rigorous grading scale.  To feel confident that they’re going to obtain the best education possible they’ll consider beside geography, financial cost, and campus culture: If a campus will offer opportunities to connect, study and/or intern with partner universities abroad?  Are there career center resources readily available to assist with life post-graduation?  Do faculty demonstrate a commanding knowledge of course subject matter and their field so that in the long run they might turn to their former teachers when seeking mentoring?

When a university demonstrates that they not only meet but surpass such standards, they’re building a brand identity which conveys that the campus seriously aspires to speak globally and maintain an internationally influential role.

Out of all the universities in existence today, which campuses most powerfully demonstrate a capacity to speak globally?
Again, although this project’s research focuses on the emerging media presence concerning campuses based in Latin American and Europe; a 2009 article written by‘s editorial board shares extensive information regarding the selected ‘Web 2.0 College Olympics‘ winners and how each university employs various digital media platforms to enhance their campus’s online and offline branding initiatives.

In order to specifically review current emerging media efforts taking place within Latin American and European universities, studying the below list of international educators and the campuses that they represent will tremendously consolidate this research niche:
– Professor Julio Blanco — @JulioCBlanco (Pontificia Universidad Católica Argentina; Buenos Aires, Argentina)
– Professor Miguel Angel Trabado — @MATrabado  (ESERP School of Business; Barcelona/Madrid, Spain)
– Professor Sandra Turchi — @SandraTurchi (Escola Superior de Propaganda e Marketing; Sao Paulo/Rio De Janeiro, Brazil)
– Professor Martha Gabriel — @MarthaGabriel (HSM Educação; Sao Paulo, Brazil)
– Professor Andrés Silva Arancibia — @AndresSilvaA (Universidad Andrés Bello; Chile)
– Professor Roberto Arancibia — @RobertoA (Universidad Mayor, Universidad UNIACC, the Universidad del Pacífico; Peru/Chile)

Finally, if a university wishes to increase efforts toward learning how to speak globally (using digital and/or traditional media)… what are a few resources that will help their cause?
Countless (and largely free) resources exist around the web to help those institutions struggling to keep track of trends/news concerning social media and education.  A few favorites that’ve come highly recommended by colleagues include:,,,,

Of course all of these questions merely hint at several concerns regarding international education and how it employs always-evolving digital media.  As a reader, please feel free to send in any and all comments, observations, or questions you might have relating to this field and topic.  Excelsior!

Digital Consumption, Campus Brands & Education 2.0

“Every act of creation is first an act of destruction” – Picasso

Leather bound yearbooks, rugged ‘Letterman’ jackets, gold embossed rings, and other such nostalgic trinkets mournfully speak to a past moment when young co-eds arrived to a University, eagerly ready to consume every element – both minor and major – within an entire campus culture.  For four long years, these future thought leaders gave their academic achievements, activities, and community service the old college try in real time without a rampant Facebook addiction, subconsciously moving them to share their latest college follies online to friends and the free world.

Indeed as the academic process shifts from a time when the prospective student actually took a tour on foot and visited the buildings around a campus they were applying to, today it’s just as easy for one to save gas money and look up a virtual tour via Google Maps or perhaps browse through a tasteful set of photos thread into a properly tagged Flickr album posted by the student government president.  Without a doubt, today’s modern students, faculty, and a school’s staff members are all coming to the table and consuming the ‘campus’ brand in an entirely different way never before thought possible.  Even more interestingly though is how each of these parties are collaborating with one another to develop and build up an identity behind the campus brand they turn right around and imbibe. 

In the following case study we will analyze how La Trobe University, a multi-campus 4 year college, based in Victoria, Australia integrates social media collaboration between students, staff and faculty into their campus brand.  We’ll also look at the many ways an individual can consume the ‘La Trobe University’ campus identity in the digital space.

LaTrobe University; Victoria, Australia; 30,000+ students from over 90 countries; 3rd University to open in Victoria, Australia.

Named after Charles Joseph La Trobe … the first Superintendent of the Port Phillip District from 1839 to 1850 and first Lieutenant-Governor of the new colony of Victoria from 1851 to 1854. LaTrobe’s University founder was also responsible for supervising the establishment of self-government, the public library, art gallery, a university, and the development of the gold fields in Victoria.

On their ‘Coat of Arms’ … Australia is represented by the Australian Wedge-Tailed Eagle, one of the world’s largest eagles. Victoria is represented by the sprigs of heath, Queen Victoria’s floral emblem. The open book refers to the University’s commitment to learning. The scallop shells are part of the La Trobe family bearings and have been included to acknowledge the La Trobe name.


#1 |
When a marketing campaign comes together and unites ‘All current students, future students, alumni, staff and fans’ to support and share their individual story about how they relate to the ‘LaTrobe University’ brand, its immediately clear that the individuals coming together in a community sense at LaTrobe are all contributing their own content which feeds back into the pulse of the campus brand.  Various representatives, staff and student delegates use the university’s Facebook Fan Page to communicate important news announcement and other daily updates or fast facts  like the following, “Did you know that La Trobe has more women in senior academic roles than the average Australian Uni? A great place to start but a long way to go – check out to see how La Trobe is addressing the gender gap.”  More importantly these collaborations, story telling, and discussions about LaTrobe as a culture resonate across the website and inspire those not yet participating to perhaps join in with the community’s energy.

On Campus… Extra curricular student organizations use to cross promote meeting announcements, function details, and welcome messages to new members making those involved in the larger LaTrobe community feel even more connected to small niche sub groups.  A perfect example was displayed earlier this week, The Asian Student Association posted details about their next club function on the LaTrobe Facebook Wall … “I thought it would be useful for international and local Asian students at La Trobe to join the Asian students association if they haven’t done so. It is a very useful group and you guys could find friends, hang out and etc. I suggest you guys to join if you haven’t already done so :)”

#2 | La Trobe University on iTunes U
When it comes to tapping the podcast market and building brand awareness around a campus brand, it’s hard to imagine anyone who might do it better than the folks at LaTrobe. Collaborating to build the campus brand doesn’t just mean getting the on site community involved, an organization should and can take it to the next level. Just look at these incredible stats since LaTrobe began this operation in October 2009.  The podcast series is a perfect way to display the collaborative spirit that exists on campus, just listen in to the interview between Student Producer Matt Smith and Deputy Vice-Chancellor of International John Rosenberg

On Campus … With the continuing development of their content and channel, LaTrobe is rolling out new feature stories to include interviews student leaders, helpful points of contact that an incoming 1st year might not meet or know what their position is, and a class review series which gives others considering course feedback on how their peers felt about the class.  The free lectures that professors post are also helpful when it comes to catching up on that Biology class you missed instead of wasting paper and scrambling notes from your study buddy.

Other interesting statistics about LaTrobe’s iTunes U channel…
– 450+ podcasts are available from La Trobe and 5 have ranked in the ’Top 100’ on iTunes U
– Notable interviews include former Prime Minister of Australia Malcolm Fraser, Nobel Prize winner in medicine Professor Harald zur Hausen, & human rights and refugee advocate Julian Burnside,
– In December 2010 more than 1 million podcasts produced from LaTrobe University had been downloaded from around the world.

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As part of a collaborative celebration, honoring LaTrobe University’s Extra Curricular activity revival, over 100 students, faculty and staff performed an adlibbed dance and song to ‘Learnalilgivinanlovin’ by ARIA award winning artist, Goyte.   The performance also featured extravagantly dressed participants from India, Malaysia, Mexico, Indonesia, Sweden and Australia.

The infamous campus ‘LipDub’ (LaTrobe was the 1st University to participate in Australia) was produced together with student theatre director Bob Pavlich, the Student Guild, and in association with screen production company, Suitcase Murphy.  Since starting in Germany in 2008, the ‘‘ movement has attracted more than fifty responses from universities worldwide.  Who wouldn’t want to come together and build up their campus brand for the sake of garnering a quick flash of YouTube Fame?  To date LaTrobe is the leading Australian representative on the founding site.

On Campus … After participating in the LaTrobe LipDub, students can then go online to connect with other universities who also submitted their videos to the main website and carry a relationship initially launched online to more offline discussions through comments, cross sharing other places students could connect online (Twitter, Facebook, LinkedIn, etc.).

#4 |
When one thinks about a university campus, there’s obviously a vast amount of information to share and discuss when it comes to the campus brand. Every day, using 140 characters or less, 2,385 students, teachers, and staff members connect across the LaTrobe University system via Twitter. The site not only shares an ‘RSS’ of straight news about LaTrobe between these parties, but members aren’t afraid to have a little fun while making their collaborations personal. There’s a significant trend between sharing links, photos, videos, and more through Twitter to one another as well.

On Campus … When graduation commencement time rolls around, students can give special well wishes and share memories from their time a University and what they learned like this alum did recently, “@gsyoung @latrobe Thanks for a fantastic Graduation ceremony today at Alb/Wod. .. 1:56 AM Apr 15th via Twitter for iPhone’


#1 | The ‘Web 2.0 College Olympics‘ sponsored by
LaTrobe Unviersity’s campus keeps a fine ear to the ground when it comes to tracking their social media presence and online reputation.  In an exciting development during 2010, news hit the community that LaTrobe had just earned a silver medal in the Web 2.0 College ‘Olympics’ run by Collegesurfing. com.  The global contest in which La Trobe came 15th – was the only university outside the US to reach the top fifty.  For those aware and consuming educational news, this was a report to watch and a place where LaTrobe earned major props when it came to their campus brand.

When considering the many ways a person could pick up references and tidbits that lead them to swallowing a tiny piece of the ‘LaTrobe University’ campus brand, a myriad of social network platforms come to mind.  However, one unturned stone in particular that leaves a trail back to the campus identity stems from a former faculty member who served as an Educational Designer for the University.  As a contributing writer for the blog, EDUCAUSE (a nonprofit geared toward advancing higher education through IT) Catherine Howell was able to post stories, ideas, thoughts, musings and observations for the free running online world to consume about her role at LaTrobe and her history there.  Her efforts served as a leaping point for one to further investigate LaTrobe University and the campus brand it represents.

#3 | A LinkedIn Presence
Although this platform has been around since 2003, it’s not necessairly the first place one might turn to consume a brand online. However the rate at which this is changing is staggering, and surprise, surprise, LaTrobe University is already ahead of the curve.  Want to ask a professor about the specifics of a degree program and what they teach?  Just connect with Law Professor Craig Scoggie, .  Want to get in touch with John Rosenberg, Deputy Vice- Chancellor for Development and International who oversees the internationalization planning/implementing strategy for the campus?  Send him a LinkedIn invite.  LaTrobe University also encourages former alumni (all 135,000) to join the official LinkedIn Group so that even graduates can still consume their campus brand beyond the stage.

#4 | LaTrobe University in Analog Media gone Digital…
Conveniently, for those who still use ProQuest to pull from Newspapers, Magazines, and other ‘outgoing’ media, LaTrobe University is also holding a strong presence within in these platforms as well. Anyone so inclined to do a quick Google search will come across a variety of articles featured in places like The Hindustan, or to name a few.  While this campus brand is certainly enjoying people consuming their identity across new, interactive, and engaging platforms, they also see no reason to disregard the old all together.

Users Be Aware and Integrate Social Media Positively with your Brand: 
Village efforts of all kinds make up a brand identity that cause it to spread widely amongst the public masses.  Consumption occurs across a plethora of different media vehicles.  A truly progressive institution makes their campus brand known for consistency and thoughtful intelligence, regardless of where one learns about them and endures a first impression.

By incorporating numerous emerging media platforms into their core communications model and continuing to post thoughtful/relevant content, LaTrobe is actively taking steps and already achieving milestones with their enrollment.  In a recent article from, discussing how LaTrobe plans to act competively with recruiting incoming University student, Vice-Chancellor Paul Johnson remarked, “We have done set ourselves a growth target for student expansion to increase undergraduate numbers by 30% for 2015 and we’re well on the way for that. This year for instance across our regional campuses first-year enrolments was 30-40% above what it has been in previous years. And enrolment was 25% higher in Melbourne.” Because recruiting efforts are heavily toted via LaTrobe’s different social media channels, branded messages about the University’s well rounded environment not only come across in posts, but in videos, pictures, podcasts, and more.

Of course with much good comes much caution.  In considering how a University system begins to develop a social media communications model, governing leaders must also remember to constantly monitor safety/privacy practices.  Support strong IT support systems that can field any large scale virus attacks and above all things consider the representing voice of the organization when it takes the stage publicly on Twitter, LinkedIn, Flickr, etc.  If an organization fails to administer an authentic, ethical and professional manner – the negative consequences will long out due any good that might come from engaging in these online communities.