For the reason that daybreak of time, communication has grown and developed with humankind. From prehistoric cave drawings and pictographs, we now have centuries-old spoken languages and writing techniques which might be understood across the globe. In flip, these have given rise to media that we now classify as conventional or new.
Nevertheless it’s attention-grabbing to notice that these classifications aren’t static. As we preserve pushing the boundaries of technological improvements, what was as soon as new will ultimately turn into conventional. For example, by creating the movable-type printing press within the 1440s, Gutenberg revolutionized the mass manufacturing of the printed web page. However in the present day, print is taken into account conventional. The identical is true for radio and tv, each of which at the moment are thought to be mainstream however had been as soon as hailed as groundbreaking know-how of their early days.
In the meantime, as web connectivity continues to make the Earth a world village, digital media — notably social media — has turn into the present face of latest media.
Conventional and new media
As everyone knows, conventional media is typically known as tri-media as a result of it primarily consists of print publications (broadsheets, tabloids, magazines), radio, and tv.
It’s thought to be a extra dependable supply of knowledge as a result of the content material is produced by certified media practitioners who’ve undergone rigorous skilled coaching. There are additionally built-in insurance policies, procedures, and work processes in place to substantiate info, figures, and tales earlier than they arrive out. Journalistic integrity is additional bolstered by the regulatory our bodies that govern its member practitioners and bind them to stringent moral, skilled, and ethical codes.
New media is mostly extra accessible. Its content material is nearly at all times free and simple to acquire as long as you’ve got an internet-ready gadget. Stay streaming now allows real-time info dissemination whereas feedback and replies encourage prolonged discourse.
However these benefits can come on the expense of high quality, accuracy, and reliability. In contrast to conventional media, digital content material may be made by anybody who has the proper instruments. Thus, within the absence of correct schooling and the experience {of professional} editors, digital content material might not solely be lackluster, it might even be riddled with grammatical and factual errors. The latter is particularly true as a result of the web is fertile floor for misinformation, which is unintentional, and disinformation, which is deliberate and sometimes motivated by extra sinister targets.
Whether or not conventional or new, skilled or private, one of many core features of communication is storytelling. That is notably true within the context of branding and advertising communications. A great story can get folks to react, however a strong story — a great story effectively instructed — can get them to behave.
Selling HEIs: The facility of tales
Highly effective tales can activate the senses. They will gasoline curiosity. They will encourage the will to be taught. Philippine larger schooling establishments (HEIs) are filled with tales that may do all of that, says Atty. Lily C. Macabangun-Milla, Interim Deputy Govt Director and Director for Worldwide Affairs ng CHED. She provides that, traditionally, our universities haven’t seen themselves as essential actors in selling the strengths of Philippine larger schooling (HE) to the remainder of the world.
“Marami silang pwedeng ipagmalaki (They’ve many issues to be pleased with),” however she laments that few appear to learn about these milestones, not simply all over the world however even right here at house. “It’s only a matter of giving our SUCs a platform and a possibility to shine. Then they’ll turn into extra conscious of the successes and breakthroughs they need to share, not for the sake of bragging however in order that others can be taught from them.”
Dr. J Prospero “Popoy” E. De Vera III, Chairperson of the Fee on Larger Schooling (CHED) provides, there’s quite a bit to be gained by altering this mindset, particularly to serve CHED’s mandate to advertise Philippine state schools and universities (SUCs) as examine locations for overseas college students. He says, by permitting the success tales of SUCs to talk for themselves, they’ll appeal to extra overseas enrollees and in addition improve their experience by means of the fixed change of data with different establishments.
Digital transformation: The subsequent frontier for HEIs
Atty. Lily says there are over 2,000 HEIs within the nation, all of which should step up their digital transformation in an effort to be extra aggressive within the world enviornment.
As outlined by Salesforce, developer of the world’s prime buyer relations administration (CRM) software program, digital transformation is “the method of utilizing digital applied sciences to create new — or modify present — enterprise processes, tradition, and buyer experiences to fulfill altering enterprise and market necessities.”
For HEIs, this implies extra than simply reimagining the enterprise facet of their operations. It additionally entails adapting their curriculum, imaginative and prescient and mission, and even their educating strategies to fulfill the calls for of the digital age and, extra importantly, to reap the benefits of the numerous alternatives that this new frontier presents.
It’s a wired world
HEIs have to stake their declare within the digital panorama as a result of it’s the place persons are at. Based on the Digital 2022 World Overview Report, a report printed by We Are Social and Hootsuite, “many of the related world continues to develop quicker than it did earlier than the pandemic.” Due to the web, we now reside within the period of the netizen, worldwide cybercitizens who, in accordance with the report, spend a median of seven (7) hours or almost 44% of their waking hours on-line.
However that world common is effectively beneath Philippine on-line habits. We’re mentioned to clock in round 10 hours and 27 minutes per day on-line, a staggering 65% of our day by day waking hours.
Digital natives and the place to search out them
The median age within the Philippines is 26.3 years outdated. With such a younger inhabitants, this locations almost 60% of Filipinos within the classification of digital natives or these for whom the know-how is second nature. Having been born and raised within the info age, for many of them, the cell phone isn’t only a gadget, it’s a lifeline. This might very effectively clarify why we reportedly have extra mobile cell connections (157M) than folks (111M), indicating that many Filipinos have a couple of cell phone in energetic use.
And the place do digital natives converge? Based on the Digital 2022 Report, they’re on social media. As of January 2022, there have been 92.05 million social media customers within the Philippines, a 3.4% enhance from the earlier yr. Although different platforms like TikTok and Instagram registered development, Fb remained the highest social media web site for Filipinos with near 84M customers.
Tapping into the facility of digital media
Given the figures above, it is sensible for HEIs to construct a stronger presence on-line in an effort to attain overseas prospects in addition to preserve stronger ties with their native constituents.
How? Most HEIs have already got a web site and a few form of social media presence. Nevertheless, they are usually rudimentary and underutilized. However they are often improved to offer HEIs the chance to share tales and promote their successes with just some faucets and clicks.
Universities all over the world are already utilizing their web sites as searchable repositories of educational assets. In addition they operate as instruments for pupil recruitment. Nevertheless, not all web sites are simple to navigate. And since web sites are usually unidirectional by nature, only a few can supply customers an interactive expertise.
However social media can be utilized to enrich and bolster the attain of the varsity’s web site. By constructing a powerful and responsive social media presence throughout totally different platforms, HEIs will be capable of interact in an energetic dialogue with their totally different audiences and stakeholders, together with present college students, potential enrollees, dad and mom, college, alumni, associate establishments, the local people, and even most of the people.
For added attain, it’s additionally useful to have parallel accounts throughout platforms. This may enable HEIs to cross-post the identical content material to succeed in customers on Fb, Twitter, LinkedIn, and different social media platforms.
However sustaining official social media accounts just isn’t an off-the-cuff job. A content material plan can also be needed to advertise the varsity, its values, and its tales. And, in fact, competent social media managers needs to be on the helm. However they’ll encourage the participation of the scholars to assist lighten the load. They only should ensure that these born and bred digital natives obtain the correct steerage from school-appointed college or employees members.
For better interplay, HEIs can handle a number of accounts to succeed in their totally different area of interest audiences. The College of Michigan is an effective instance of an HEI with over a thousand social media accounts labeled in accordance with 66 classes, starting from lecturers and athletics to these regarding group life and recreation.
9 of the 66 classes that make up the College of Michigan’s social media listing.
Although which will appear daunting, Chair Popoy and Atty. Lily consider that our SUCs are effectively positioned to make their presence felt through social media. That’s as a result of they have already got the innate capabilities for analysis that’s needed to supply data-driven educational and promotional supplies that may excite learners and appeal to guests to their respective localities.
All they want is to get out of their consolation zones and embrace their position as communicators on-line and off. CHED’s problem for SUCs is twofold: 1) to speed up their digital transformation and a couple of) to show their successes and greatest practices into compelling tales, whether or not written or visible, for various social media platforms.
In so doing, our SUCs can stand toe to toe with different HEIs all over the world to draw overseas college students, instill better pleasure in our homegrown learners, and maybe appeal to a grant or two alongside the best way. CHED is assured that after our colleges take their rightful place within the digital panorama, the probabilities for better success are limitless.
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