社交平台选择的“前台”与“后台”

【社交平台选择的“前台”与“后台”】很多高学历专业人士在使用在线社交平台时,常面临个人生活和专业生活相平衡的问题。他们常使用多个平台账号,来适应他们多种头衔或角色。比如有些教授使用Facebook与家庭和朋友交流,而用Twitter来发表一些专业观察,或者相反。你是如何使用多种社交平台的呢?微博、微信、QQ……哪个是你的前台,哪个是你的“后台”?

文章题目:Academicsand Colleges Split Their Personalities for Social Media

文章原文:

Christian Brady, an associate professor of classics and dean of the Schreyer Honors College at Pennsylvania State University, has created two Twitter accounts, one for personal comments and research (@targuman), and the other for his role asdean (@shcdean).

Rosemary G. Feal, executive director ofthe Modern Language Association, recently experienced something of an identitycrisis through her use of social media.

Crashed on the couch at home one night,she sat watching the premiere of the PBS documentary Freedom Riders
and tweeting her reactions to the film's footage of civil-rights activists in the 1960s. After posting more than a dozen updates, she realized she was using the Twitter account she had set up for work, @mlaconvention, referring to the MLA's annual meeting, where she began using the microblogging service a few years ago. Although nothing shetyped was inappropriate, her short messages had little to do with her role asleader of a professional association of language and literature professors andscholars counting 30,000 members.

"I realized after two hours oflive-tweeting that that wasn't MLA-convention tweeting, that was Rosemary Feal,and she better have her own account," Ms. Feal told me recently. Just afew hours after the documentary ended, she created a second Twitter account,@rgfeal, which she now uses for purely personal observations. She still posts to @mlaconvention for association-related comments. Occasionally she posts a message to both accounts.

Many professors and higher-education leaders are struggling to strike a balance between their personal and professional lives when using online social media, a realm that encourages wides pread sharing of thoughts and opinions. Often that means creating multi pleaccounts, one for each of the hats they wear. Some professors use Facebook with friends and family, reserving Twitter for professional observations, or vice versa. Professors now have what amount to "daily me" networks online,with many outlets.

Colleges themselves are also finding aneed to craft multiple identities online, setting up a different Facebook pageand Twitter account for every department or research lab. The University ofVirginia's library has 14 Facebook accounts. (One focuses on thescience-and-engineering library, another on the fine-arts library, and so on.)Many colleges now count dozens of official Twitter accounts, plus a tangle ofpages on Facebook, channels on YouTube, and photo collections on sites likeFlickr.

In the past year, more colleges have tried to get a handle on their many online identities, crafting social-networking policies and creating a new job position—social-media strategist—to try to bring some sort of order to the chatter.

Here are five social-networking tips for academics and colleges, distilled from talks with online-savvy professors and social-media experts at several universities.

'It's Not Schizophrenic'

Christian Brady, an associate professorof classics and ancient Mediterranean studies and Jewish studies atPennsylvania State University, has split his social-media identity, as Ms. Fealdoes. "It's not schizophrenic and it's not to hide anything," hesaid. Both of his Twitter feeds are public, and he expects that someone whosearches for his name on Google will quickly find both his personal feed,@targuman, and the one he uses for his role as dean of the university'sSchreyer Honors College, @shcdean.

Deciding which account to post to is amatter of considering his audience, he says. Those looking to hear from thehonors-college dean may have no interest in his research into Targums (ancientAramaic translations of the Hebrew Bible), or in his collection of comic books."I wouldn't call them multiple identities, but views or perspectives onyourself," is how he puts it.

Though Facebook was born only a fewyears ago, Mr. Brady says scholars have long made adjustments in their publicpersonae: "If you're writing an op-ed piece for the local newspaper,you're going to use a different tone than if you're writing for a journal inyour discipline."

Don't Be Creepy

Some professors use only one Facebookpage but wrestle with how open to make that information. One of themost-discussed questions about social networking on campuses is whether or notprofessors should "friend" their students on Facebook. Mr. Brady'spolicy on
the issue
is one I've heard from many professors:He will accept a friend request from any student, but he never makes the firstmove. "I think it's a little creepy when the old guy asks his students,Will you be my friend?," he told me.

Kirsten A. Johnson, an assistantprofessor of communications at Elizabethtown College, takes the same approach,and she hopes that students who do join her circle of Facebook friends might benefitfrom seeing her attempt to have a life off campus while teaching. "I tryto be a good role model for them—it lets them see that balancing act that I'mable to do outside of the classroom," she told me. Students checking outher page quickly learn that she's in a Christian rock band, forinstance—something she is proud of but never mentions in class.

There may be a benefit to that kind ofsharing. Ms. Johnson recently
conducted a survey
of 120 students at the college aboutwhat they thought of a series of Twitter feeds run by professors. The majorityof students found the professors who mixed in personal details with theirdown-to-business tweets more credible—rating them higher on measures ofcompetence, trustworthiness, and caring. Her theory: Students want to end thesemester with a connection to their professors, not just a head full of facts.

Both Ms. Johnson and Mr. Brady acknowledgethat there are topics they avoid on their Facebook pages and Twitter feeds,knowing that bosses and students might see. "I'm pretty careful about mypolitics," says Ms. Johnson. "It's not for me a political forum. It'sa 'Hey, get to know me a little better' forum."

Don't Overregulate

Faced with those 14 different accountsfor UVa's library, officials there recently created a
social-media policy.Charlotte Morford, the library's director of communications, says the firststep was debating whether or not any guidance was needed. "One school ofthought that says you can do it in three words: Don't be stupid," she toldme. The university already has acceptable-use policies for the campus network

The library's new policy is brief, andwhile it asks anyone setting up a page or news feed on behalf of a librarydivision to remember a few basic legal issues, and to let the communicationsoffice know, it also urges people to "delight" users as well asinform them. "By all means enjoy it, have fun with it, and delight them inthe way they've come to expect from the Library," the policy says.

It makes sense to have so manyaccounts, Ms. Morford argues, because many library divisions and programs thathave set up Facebook pages have different audiences, and their leaders havedifferent styles.

Many colleges have establishedcampuswide policies for social media. An early example was VanderbiltUniversity, which established one last year. It, too, takes a light touch,mainly listing existing acceptable-use policies for computer use, and addingsome tips and suggestions for social media. "This environment is aboutconversations, so you're not going to be as strict about what you can or cannotsay," says Melanie Moran, associate director of the Vanderbilt NewsService.

Do all those online voices make hernervous that someone might say something inappropriate on an official account?Ms. Moran argues that professors will talk online anyway, and in most cases theresults are proof of their interests and passions. "That's more powerfulto me than an institutional press release," she says.

Watch Out for Zombies

The job of updating a Facebook page orTwitter account for a university department is often assigned to a studentworker. When the academic year ends and that student has graduated or moved onto another job, though, those pages may stand lifeless, creating a kind ofzombie online presence.

"If it's not active, it'sdetrimental," says Erin Dougherty, who recently became Endicott College'sfirst digital-marketing coordinator. "It just sort of turns people off ifyou're a visitor to go to something that hasn't been updated in a longtime."

Ms. Dougherty is hunting for zombieaccounts on the campus and either recommending they be spiked or finding apermanent point person or group to make sure each one has a pulse.

Fight Twitter Rumors

Messages buzzed through Twitterrecently about Vanderbilt's offer to pay $3,000 for a rare blue-eyed cicada.The messages were a hoax, though, and campus officials turned to theinstitution's official Twitter feed to try to exterminate the misinformation.

"You can respond right away to thepeople who are saying it, and then anyone who follows them can see it,"says Ms. Moran, of Vanderbilt's news service, who is the point person for theuniversity's official feed (@vanderbiltu).

After Vanderbilt officials saw thecicada hoax on Twitter, the university used its Web site to respond as well,filing a
blog post
about the hoax to inform those whomight be searching for more information.

To some professors who haven't yettried Facebook or Twitter, such stories may seem like a reason to stick withold-fashioned e-mail.

College 2.0 covers how new technolo-giesare changing colleges. Please send ideas to jeff.young@chronicle.comor@jryoung on Twitter.

文章作者:By Jeffrey R. Young

 

文章来源:The Chronicle

文章链接:http://chronicle.com/article/AcademicsCollegesSplit/127936/#.UUokWMZcPcY.facebook

 


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