Yesterday I had the pleasure of participating in the Technology Transfer Tactics webinar, Turn Social Media into a Marketing Home Run for Your TTO.
Whenever I participate on a panel, I always find that I can learn something from my co-presenters—and this session was no exception. Co-presenting with Morgan Estabrook (University of Virginia Patent Foundation) and Lindsay Lennox (University of Colorado Technology Transfer Office) was especially valuable because each of their organizations has embraced social media marketing. The session was truly a round-table: Lindsay spoke about PR and building brand awareness using social media; Morgan talked about building a community following; and I shared how to leverage social media for technology marketing.
Interestingly, respondents to our ongoing social media survey were fairly evenly distributed between each of these three goals. This tells me that the respondents recognize the value of social media in each of the areas we discussed yesterday.
|Our survey respondents recognize the value of social media.|
But this calls for a word of caution: Always remember to laser focus on the area that is most important to your organization. As Morgan astutely noted, goal-setting is crucial. You can’t measure “it” and declare victory if you don’t know what you are trying to accomplish. You might undertake initiatives in each of these areas over time, but pick one for your initial focus.
Lindsay raised an interesting point regarding content. She strongly recommended building your content where you can control and “own” it, such as on your Web site and your own blog. With the number of third-party platforms available for hosting and posting content, it’s easy to lose track of where you’ve posted things. If those platforms die out or go offline, you will have lost your content unless you are also managing it on a platform that you own.
So, what’s holding tech transfer professionals back from using social media? 18% of our survey respondents said they don’t know how to get started. Fuentek hopes to change that.
To help tech transfer professionals jump-start their social media initiatives, we’re offering a webinar—How I Rode the Social Media Wave: Lessons Learned from a Technology Marketing Effort. Scheduled for April 7th, this 90-minute webinar will feature an insider’s peek at a real-world technology marketing campaign that we implemented in 2010. That campaign strategically and proactively used social media along with traditional marketing tools. What were the inputs? What were the outcomes? Attend this webinar (the first of our new webinar series!) to find out. You’ll get lots of great ideas and strategies for getting started with—or enhancing—your tech transfer social media efforts.
And, if you take our social media survey by March 15th, you’ll be entered into a drawing to win free registration for the webinar. We hope to see you there!
–By Karen Hiser