One of our roles at Multicultural Student Programs and Services (Follow us on Twitter, too: @msps_nd) at the University of Notre Dame is to manage creative social media content for our multicultural student affairs niche and to build an integrative infrastructure through some print, as well as social media copywriting and communications networking.
Buzzword. Buzzword. Buzzword.
But I’m looking for feedback on how much stock to hold in a media and communications strategy built for a niche department like MSPS, whose mission is “Fighting for Racial Equity”—which can get into some tough doo-doo—but whose aims might, for SEO trafficking (and “competition for resources”) purposes, be better written as something like, “Love and Diversity and Inclusion and Hugging with special visits from the office Unicorn.”
So it becomes weirdly almost a moral dilemma for our office and me.
On the one hand, we need to be explicit about exactly what we are trying to do: Provide academic achievement, career placement, and leadership development programs and services to students of color; and provide everyone rich learning opportunities to explore things like race, identity, power, and privilege—all in an effort beyond lip service to level an inherently and structurally unequal playing field.
On the other hand, that can sometimes scare the crap out of people and we’ll never get folks to connect with us online (or anywhere else, for that matter) if we yell too much about bringing down the Man.
So, yes, it’s a much broader issue—a tenuous balance game we’re always playing.
But specifically, right now, I am wondering about other student affairs and higher education niches and how best to create and implement a dynamic social media management and network communications strategy using search and SEO language to serve similar areas without feeling forced to water down the office mission.
And I go back and forth so much in both my professional and personal life I feel like I am developing a complex. Fighting words over here; let’s just everybody get along over there. But in this seemingly endless competition over resources that goes on in Higher Education, we need to be able to communicate and to influence more traffic to our sites or risk any number of resource cuts, right?
This is what we’ve got going right now:
So how do we/you all better leverage a department and office communications strategy with a niche topic like Multicultural Student Affairs (#msachat)?