Summary
One of the key benefits of actively employing new media across campus is the ability to re-purpose content for different audiences, thereby bringing diverse areas of the University together. Many activities on campus happen in isolation and are not shared with other audiences, although the likelihood of mutual benefit exists. As an example, athletics and academics often see each area as distinct interests, if not in opposition. Academic spotlights at basketball games, however, can be streamed live to audiences not in attendance at games, and captured for subsequent use on demand on academic University Web sites.
Challenges
- It is important to note that the coordination of new media efforts will be most effective when coupled with a coordinated University identity and message. The media are merely the mechanisms, and only as effective as the message(s) created. The challenge is to ensure that as the use of new media spreads across campus, it is an effective part of a cohesive public relations/marketing effort.
- Making new media a priority will entail something of a culture change across campus. Generally, the approach has been to think print first and electronic second. In many instances, Web versions mirror print products; in some cases these are simply PDF versions of print products. The shift must take place to think of new media applications first and then apply those elements to print next.
- Once established as a priority, new media needs to remain at the top of the campus to-do list. The task force has concerns that campus entities will engage in new media activities because it is novel and exciting, but then lose interest or not keep content fresh. This possibility would be more harmful than not employing new media at all. Further, if staff is added or job descriptions modified to address new media needs, there is a concern that those positions could be tasked with other responsibilities that would detract or prevent him/her from fulfilling news media functions. Again, this is a culture change, and the task force expects training and education is needed to ensure long-term success.
- The task force believes it is critical that the Web and New Media Coordinating Committee should consist of members who have the authority to make decisions. Web “saavy-ness” is ideal, but secondary. In addition, the committee should have diverse University representation, as much as possible.
- The Missouri IT Accessibility Standard requires that video and multimedia content critical to the mission of the University, excluding TV and live webcasts, be captioned or include a transcript to the maximum extent possible. The University should strive to meet this requirement, especially on its high visibility projects.
- Due to infrastructure limitations, with the exception of intercollegiate athletics, which has the capability through a third-party vendor, the campus should not pursue streaming live audio or video. The immediate focus should be to provide audio and video on demand.