Be Yourself: Embrace Authentic Content
MCS4 Marketing, Content and Social Strategy
MONDAY, 11:45 a.m. - 12:30 p.m.
"Authentic content" is a common term for describing social media. Indeed, this desirable quality is one of the great benefits of social media. It's often perceived as raw and unfiltered. It's “authentic.” However, authentic content is not reserved for social media. In fact, all content should be authentic. Authenticity represents a fundamental quality of clear communication, but many shy away from authenticity because it appears risky or to avoid opening an institution to critique and criticism. However, the risk of creating inauthentic content that can dull or misrepresent a brand can be a much worse consequence. Allen will discuss how institutions can "be themselves," including several examples of authentic content at work for colleges and universities. Attendees will learn how to turn perceived “flaws” into positive qualities that reflect and distinguish brand, culture, and values of colleges and universities.
Content Strategist, Meet Content
Rick Allen has worked in higher education for more than 14 years helping to shape communications and content strategy. As co-founder of Meet Content, a content strategy consultancy and online learning resource, Rick partners with higher education institutions and organizations to drive and sustain bold goals. Rick is an international speaker on content and communications, and an adjunct professor at Emerson College where he teaches electronic publishing and content strategy in the MA Publishing program.