Tune in to the Conversation
People are talking about you behind your back. Its up to you to find out if it’s good, bad, or otherwise. Search sites like Twitter for your brand, school or group and get a sense of what’s being said in real time (for example, here’s what people are saying about Trident Layers gum on Twitter). The conversations you tune in on will help you judge how current communications initiatives and goals are being received, and help you adapt your approach accordingly. If there is no conversation…then you have another problem on your hands.

Use Your Audience as a Resource
Your fans already have a vested interest – they know your brand and product best. Solicit them for feedback and get new ideas and advice. Sites like My Starbucks Idea and Vitamin Water’s Facebook presence are examples of the ways you can solicit feedback and participation from your biggest fans and advocates.

Research Key Players
Sites like LinkedIn give you a direct channel to connect to and learn more about people. These could be individuals you don’t know yet but want to, or people you’ll be interacting with in the future. LinkedIn can give you valuable information: who you know in common, professional and educational background, groups and interests. These points of reference can be very helpful in a fundraising meeting, job interview, or on a sales call.

But it’s time to explore new opportunities, next steps, and new ideas. And I can’t wait to hear your suggestions.

I’m not headed to a new position right away, but I’ll certainly be busy. I’m chairing the Social Media and Community conference for CASE in April, for example.  I plan to continue writing, speaking and working on independent projects.  I’m available for consulting. I’ll also be searching for a full time position: I’m open to relocating, and I am looking for something that will help me grow professionally.

And in the meantime, you know where to find me: adaptivate@gmail.com, @lizallen on Twitter, and right here at Adaptivate. Get in touch if you have suggestions, job leads, consulting opportunities, or if you just want to say hi.

The white paper also compares data from a survey we conducted back in 2009 with one we conducted last month,  which takes a look at the ways in which alumni associations have implemented Twitter, including lists, a recently introduced feature.

Download Alumni Networks and Twitter: An Update (705kb PDF) >>

Tweet about the White Paper and share this info with your followers >>

Please leave your comments here, or post them to Andy’s blog. We hope you find it useful!

A quick reminder: we’ve set up presences on third-party sites where you can interact with faculty and with each other before, during, and after the conference. Of note:

Twitter: follow @CASEsmc, and use the hashtag #CASEsmc10 to keep up with news and info. If you’re planning to join us in Chicago in April, @reply the CASEsmc Twitter account. We’ll follow you and add you to this Twitter list: http://twitter.com/casesmc/attendees.

Diigo (social bookmarks): find articles, blog posts and other content of note in the conference Diigo group. We’ll keep this active after the conference as well.

Flickr: post some photos you’re proud of, and post your photos from Chicago after the conference in our Flickr group. If you’re unfamiliar with Flickr, this is a good chance to try it out.

See you in April!

But beyond maintaining personal friendships, how might ambient awareness be useful?

It can help build community: Headmasters like Lee Burns of the Presbyterian Day School can communicate with students and parents using social media tools. By posting about a book he’s read and discussing how it relates to education, he gives the campus community the opportunity to join in on the conversation – both in person and online.

It can be a networking tool: these days, it’s not who you know but who you don’t know. Follow people in your field you respect and admire (read their blog or follow them on Twitter). Not sure where to start? Try sites like Twiangulate to identify those you aren’t following, but should be. Participate in the conversation by posting a comment when you have relevant thoughts and ideas to share. You stay informed about tools and trends, you build an online reputation for being an informed, engaged participant, and your interactions online may lead to offline networking connections.

It can promote a brand or initiative: companies like Coca-Cola are using Facebook not only to advertise their products, but as a way to spread the word about their philanthropic endeavors. You can use social media tools to augment your message for a new initiative, brand, product or goal, and interact with your constituents in a space they’re already invested in, keeping your fans aware of the latest info and updates.

Maybe all of this seems obvious, but it’s important to remember: social media lets you establish, build and maintain relationships in ways we were unable to easily accomplish before. Wield this tool wisely.

Thanks to Travis Warren of WhippleHill for making me aware of Lee Burns’s social media presence.