Interview 3 With Robert Morris University

This is an interesting one because I interviewed the university that I’m writing the paper for!  This is the third interview for my paper for COSK1221.

What is your name and official title at your company?

Jonathan Potts, director of public relations

What is the name of the company you work for, and what does it specialize in?

Robert Morris University — a nonprofit, private comprehensive university

When did your company decide to create its online, social media presence?

Mid- to late 2008

Why did your company choose to establish that presence?

It was a matter of necessity. A university’s pr and marketing efforts are focused on developing relationships — with prospective and current students, alumni, donors and other supporters. These are excellent tools for doing that, and social media is increasingly how people are experiencing the Internet and interacting online. Sites like Facebook and Twitter have become web portals for a lot of people.

Which social media tool or service (twitter, Facebook, youtube, etc.) has proved most beneficial to your company and why?

YouTube has been extremely useful in helping us maintain an inventory of video and let people get a true taste for campus life. Facebook has also been a great way to enhance a sense of community on campus, and to help us reach out to incoming students as well as re-connect with alumni.

Is your company using multiple services?  If so, which ones?

Twitter, YouTube, Facebook, Blogger, FlickR

If the answer to the above question is yes, do you feel there is a benefit to having a presence on multiple social media outlets? If so, why?

Yes, because each one has strengths and weaknesses, and our audiences use each for different purposes. Twitter is very good for sharing information and links. Facebook is great for promoting events and developing relationships. And of course YouTube and FlickR provide a warehouse of sorts for videos and photos.

Is your company using these services mainly as a marketing tool, customer service outlet, or just as a way to connect to its customers in general?

Largely as a way to share news and enhance relationships, so yes, I would say it is a marketing tool. But we really want to engage our audiences in the life of the university.

Do you have someone on your staff entirely dedicated to managing your online presence?  If so, what do you feel are the benefits of having a dedicated social media staff member?

We have a new web designer who’s other major duty is to manage our social media presence. I think this will help us be more strategic in how we use social media, and ensure that we are reaping the maximum benefit from social media tools — and to make sure we are using them appropriately.

What sort of clients or customers do you see embracing these social media tools?  Is it just the geeky type, the brand evangelists, or are you starting to see average everyday people using them to connect to your company?

Since we are a university, we are seeing students, alumni and prospective students engage with us online. We are also seeing other local organizations connect with us.

How does the volume of communication from social media outlets compare to that of traditional communication sources for your company such as e-mails and telephone communication?  In other words, are more customers calling you, or are they communicating with you through social media?

I think an increasing number of our primary market — prospective students — are now using online channels to reach us, but I can’t say they are necessarily favoring social media channels. It’s too soon to say.

Do you give the customers that contact you through social media means any sort of special treatment such as priority customer service or special incentives? If so, why?

This is probably a question best directed at our admissions staff, but I believe we try to treat everyone equally no matter how they reach us.