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 methods 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 fascinating to notice that these classifications aren’t static. As we maintain pushing the boundaries of technological improvements, what was as soon as new will finally grow to be conventional. As an illustration, by creating the movable-type printing press within the 1440s, Gutenberg revolutionized the mass manufacturing of the printed web page. However as we speak, print is taken into account conventional. The identical is true for radio and tv, each of which are actually thought to be mainstream however have been as soon as hailed as groundbreaking expertise of their early days.
In the meantime, as web connectivity continues to make the Earth a world village, digital media — significantly social media — has grow to be the present face of recent 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 data 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 verify information, figures, and tales earlier than they arrive out. Journalistic integrity is additional strengthened by the regulatory our bodies that govern its member practitioners and bind them to stringent moral, skilled, and ethical codes.
New media is usually extra accessible. Its content material is nearly at all times free and simple to acquire as long as you’ve got an internet-ready system. Dwell 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 will be made by anybody who has the suitable instruments. Thus, within the absence of correct training and the experience {of professional} editors, digital content material could not solely be lackluster, it could 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 goals.
Whether or not conventional or new, skilled or private, one of many core capabilities of communication is storytelling. That is significantly true within the context of branding and advertising communications. An excellent story can get individuals to react, however a robust story — an excellent story effectively informed — can get them to behave.
Selling HEIs: The facility of tales
Highly effective tales can activate the senses. They will gas curiosity. They will encourage the will to be taught. Philippine greater training establishments (HEIs) are filled with tales that may do all of that, says Atty. Lily C. Macabangun-Milla, Interim Deputy Government Director and Director for Worldwide Affairs ng CHED. She provides that, traditionally, our universities haven’t seen themselves as necessary actors in selling the strengths of Philippine greater training (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 around the globe however even right here at dwelling. “It’s only a matter of giving our SUCs a platform and a possibility to shine. Then they’ll grow to be extra aware 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 loads to be gained by altering this mindset, particularly to serve CHED’s mandate to advertise Philippine state faculties and universities (SUCs) as examine locations for overseas college students. He says, by permitting the success tales of SUCs to talk for themselves, they will appeal to extra overseas enrollees and likewise improve their experience by means of the fixed change of information with different establishments.
Digital transformation: The following frontier for HEIs
Atty. Lily says there are over 2,000 HEIs within the nation, all of which should step up their digital transformation as a way to be extra aggressive within the world area.
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 satisfy altering enterprise and market necessities.”
For HEIs, this implies extra than simply reimagining the enterprise aspect of their operations. It additionally entails adapting their curriculum, imaginative and prescient and mission, and even their instructing strategies to satisfy the calls for of the digital age and, extra importantly, to make the most of the various 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 individuals are at. In response to the Digital 2022 World Overview Report, a report revealed by We Are Social and Hootsuite, “many of the related world continues to develop sooner than it did earlier than the pandemic.” Due to the web, we now dwell within the period of the netizen, worldwide cybercitizens who, based on the report, spend a median of seven (7) hours or practically 44{66dc31293c2260cb9172669df609ae161dc6e72a8b49d2ae72b9a1fbbc7d2bf4} of their waking hours on-line.
However that world common is effectively under Philippine on-line habits. We’re stated to clock in round 10 hours and 27 minutes per day on-line, a staggering 65{66dc31293c2260cb9172669df609ae161dc6e72a8b49d2ae72b9a1fbbc7d2bf4} of our day by day waking hours.
Digital natives and the place to seek out them
The median age within the Philippines is 26.3 years outdated. With such a younger inhabitants, this locations practically 60{66dc31293c2260cb9172669df609ae161dc6e72a8b49d2ae72b9a1fbbc7d2bf4} of Filipinos within the classification of digital natives or these for whom the expertise is second nature. Having been born and raised within the info age, for many of them, the cell phone isn’t only a system, it’s a lifeline. This might very effectively clarify why we reportedly have extra mobile cell connections (157M) than individuals (111M), indicating that many Filipinos have multiple cell phone in energetic use.
And the place do digital natives converge? In response to 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{66dc31293c2260cb9172669df609ae161dc6e72a8b49d2ae72b9a1fbbc7d2bf4} improve 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 ability of digital media
Given the figures above, it is smart for HEIs to construct a stronger presence on-line as a way to attain overseas prospects in addition to keep stronger ties with their native constituents.
How? Most HEIs have already got an internet site and a few kind of social media presence. Nevertheless, they are typically rudimentary and underutilized. However they are often improved to offer HEIs the chance to share tales and promote their successes with only a few faucets and clicks.
Universities around the globe are already utilizing their web sites as searchable repositories of educational sources. In addition they operate as instruments for scholar recruitment. Nevertheless, not all web sites are straightforward to navigate. And since web sites are usually unidirectional by nature, only a few can provide customers an interactive expertise.
However social media can be utilized to enrich and bolster the attain of the college’s web site. By constructing a powerful and responsive social media presence throughout completely different platforms, HEIs will have the ability to interact in an energetic dialogue with their completely different audiences and stakeholders, together with present college students, potential enrollees, dad and mom, school, alumni, accomplice establishments, the area people, and even most people.
For added attain, it’s additionally useful to have parallel accounts throughout platforms. This may permit HEIs to cross-post the identical content material to achieve customers on Fb, Twitter, LinkedIn, and different social media platforms.
However sustaining official social media accounts will not be an off-the-cuff job. A content material plan can be obligatory to advertise the college, its values, and its tales. And, after all, competent social media managers must be on the helm. However they will encourage the participation of the scholars to assist lighten the load. They only should ensure that these born and bred digital natives obtain the right steerage from school-appointed school or workers members.
For better interplay, HEIs can handle a number of accounts to achieve their completely different area of interest audiences. The College of Michigan is an efficient instance of an HEI with over a thousand social media accounts categorized based on 66 classes, starting from teachers 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 that will appear daunting, Chair Popoy and Atty. Lily imagine that our SUCs are effectively positioned to make their presence felt by way of social media. That’s as a result of they have already got the innate capabilities for analysis that’s obligatory to supply data-driven educational and promotional supplies that can 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 pair of) to show their successes and finest 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 around the globe to draw overseas college students, instill better satisfaction in our homegrown learners, and maybe appeal to a grant or two alongside the best way. CHED is assured that when our faculties take their rightful place within the digital panorama, the probabilities for better success are countless.
—
Watch Pamilya Speak on Fb, YouTube and Kumu (@JingCastaneda – 12:00 midday – 1:00 p.m. Monday & Wednesday). You too can comply with my social media accounts: Instagram, Fb, YouTube, Tiktok, Twitter and Kumu. Please share your tales or counsel matters at [email protected]
