 There have been many mentions up to this point of the wonderful Perry Hewitt who is about to come up and tell us you can find her Not just in the flesh here speaking to you But also in every possible form of social media in her own and on behalf of Harvard And I think she's going to tell you about some of the resources available within the university to do much of this and hopefully Lead us also into some demos after this and Perry. Thank you Good. Well, thank you very much for having me here. It's a privilege to be here Especially since I don't know John if you know this I went to the first ever Berkman Internet and Society Conference I was working for hard court now Elsevier. I'm ashamed to say And they wanted to send me to Gartner to learn about the Internet and I said I don't know somehow this enterprise IT approach seems like It might not be the right way So I'm going to talk a little bit about social at Harvard, you know How we think about balancing influencing control how we're doing it and how we can be helpful to you the faculty So in February of this year a piece ran in the New Yorker I think it was Adam Gopnik that talked about the impact of the information deluge that is the Internet today And what are the ramifications to that gentleman's question early on our collective intelligence? What does it mean for all of us? And this article divided the world into three categories, which I loved It was the never-betters like clay shirky. It's utopia life has never been better We've never had more access to informations fabulous all social divisions have now broken down the better never's the sky is falling We can no longer think in more than 140 characters at a time. It's a disaster What are we going to do and the ever wasters which is sure the tools are changing and the effects are wide ranging But isn't that the very essence of modernity that we expect these tools to change and how we communicate to change? So I think the same division could be made about this brave new world of social media We live in today the world in which we're intimately and constantly to dr. Boyd's point Connected to those of us, you know our friends and our family. We carry our social graph with us wherever we go You know what from our most intimate people? We know the closest to the way the acquaintances we might meet at a conference who somehow show up on my Facebook page And I have no memory whatsoever of who they are so for this social web transformation I'm going to go with the camp of the ever wasters and talk about why how the tools have changed the game Significantly people remain people with the same positive and negative Attributes they had going into this brave new world and as you pointed out as well, you know Teenagers are now using code on Facebook to deceive their parents How different and how the same the world really is? So Harvard's a social place, right? This is a party in 1935. I found this in the archives a party I really wish I'd gone to the costumes look fabulous and this Professor Lewis remarked that he was here for the beginning of Microsoft in the here of the beginning of Facebook He was not here for the beginning of Twitter, which I believe this is the first instance of Twitter Which is actually in 1910 a bunch of Harvard students had a typewriter Sitting with a with a roll of paper that just rolled out and had what is essentially status messages, right? That's exactly what this if you read the middle one. It says where the deuce are you? I thought that you were we were going skating with me this afternoon M furious So that's pretty much like any tweet. I've ever read so the more things plus a change people This is what Harvard looks like today. It's what a lot of campuses look like It's how you know whether as Sherry Turkle would say are these students alone together? Are they socializing? There's a lot to be defined about what they're doing But this is what they were doing the first sunny day in the yard in March 2010 And really it's changed the way, you know the fabric of even how alumni Relate so if you think of the most physical and traditional institutions that make up Harvard Even those start to look different with these new mobile social digital behaviors that are pervading all age groups And what does it mean to be at commencement anyway, right in an age in which you can share information in which you know Mr. IT and I collaborate on a live stream and you know, there's all this information going out there, you know about commencement You know, what does it mean to be physically present and how much are you experiencing it versus capturing it to share with that social graph? You now take with you everywhere So I think the big challenge now is as we think about this is how are we balancing influence and control in this brave new world? So as a communication shop, so social technologies have emerged giving every Harvard community member a potential megaphone This is a David Mellon CS 50 where he just basically pulls in and aggregates all the tweets I was here about two days before my Twitter account was pulled in here And you can see there's a real balance of control and influence in terms of thing that you know I didn't ask for them to be pulled in all the sudden I'm part of this bigger Harvard thing is what I'm saying now More Harvard than not but what does it mean that this democratized access to media has changed the game So as a university communication shop, right? We're not academics where the people talk about the university You know, we really need to think about a different balance of influencing control. There's no letting first of all There's no letting faculty do anything. I'm married to one. I know how it goes But there's no letting you know a thousand flowers bloom This is this is the world we live in and it presents a lot of opportunity as well as a lot of adjustment We can put some rules in place about you know use of name and provide some sensible best practices Which my office does but our strategy should really recognize that every member of our community now has access to global Communications channels that were unthinkable even five or ten years ago and we should acknowledge that while their risks, you know Inherent to this approach. There are also huge opportunities to what this enables us to do You may not know but Harvard's a slightly decentralized place and there's an opportunity through these social channels to tear down some of those walls I'm not going to say hey business school. Why don't we build one website with the divinity school? And then anyone can get everything one place that's not going to fly real Well, but there are ways through social media where you can pull content thematically to deliver a more holistic and experience of Harvard So similarly to being unable to you know control the voices around Harvard You know students are going to think of innovative ways to use and manage, you know their social web presences I love this as I saw you Harvard. It's essentially Craigslist. Miss connections. It's one of the most traffic sites at Harvard And they'll use it for pre professional reasons too, right? HBS's startup drive was in the New York Times yesterday It's frequently, you know mentioned in the media is a way that people interested in innovation around the university Not only this is HBS startup drive, but they've been very welcoming to undergraduates and people around the university interested in new programs and ideas So, you know for a communication shop and in a university influence versus control has been a balance But this democratized access to media makes us really seriously rebalance in favor of influence So what does this mean? It still means like we think and we care a lot about what we put on Harvard dot edu every day But we also care a lot about what gets over a million impressions a day on Facebook. We're no Dr. Pepper We have about 375,000 fans on Facebook But it does mean when articles are picked up through our what we post ourselves and what others post that we can point to about A million places that our content appears every single day So our ability to Professor Lewis's point earlier to write edit publish and deliver the canonical story of Harvard You know a hardbound edition is decreasing to deliver that one picture book that one story that one volume that says here Here's what Harvard is today. Here's the definitive official communications blessed version So we were a lot more about creating shareable content getting shareable content from all of you aggregating content from around the university and Sending it out syndicating it out both through platforms We own and through platforms where we have outposts so platform We own would be the new Harvard dot edu launching this summer a platform That's an outpost might be our Facebook play the presence or our YouTube presence So what's really changed is it's not a world in which we can sit and wait for people to come to our home page? To your point earlier of you know, what does it mean? You know how much to rear view mirrored view does Harvard have into what? Other universities during other knowledge sharing institutions are doing how much distance we have between us and the next guy Today we can no longer say Harvard will build a home page and people will come to it People will form impressions based on what they gleaned directly, you know from the great teaching research coming out of Harvard You know all its websites all its Facebook pages all its YouTube channels We can report on some small fraction of it with the Harvard Gazette, which is great But the bulk of the information will come to you So we're got to swim with that current and build systems to support that reality of all the content coming out from all over the university So some more granular slides about how we're doing it So we recognize that people want to share so we help them a couple years ago We relaunched the Gazette the traffic's up about 350 percent. So a lot of people come to it use it share the content That's one of my favorite stories that was big this year thinking like an octopus that was picked up on a lot of social web channels about how octopus is think and One of the things we did there are some negatives You know as was pointed out earlier of bringing your social graph wherever you go Sometimes they're real positives to bring your social graph wherever you go So when we put Facebook recent activity on the Gazette pages Usage and travel around the Gazette per unique visitor, you know really spiked because people would come and say Oh, I read this article, but John read this other article Maybe that article will be of interest to me and we also, you know Help people share and devices that are most intimate to them right these mobile devices that are now never more than 12 inches from our hands And so we built an app that delivers news via that device and we enable people to share and recently we enabled a custom URL So again, we can't be all one Harvard and all our web presences or all our you know faculty Nor should we but we can be all one Harvard through our domain or URL or Harvard me So we participate because social pores of vacuum. This is one of my favorite stories when I first came We had this fabulous admissions video and I said, hey, can I put it on YouTube? And there was there was sort of a shocked reaction, you know, one does not put admissions videos on YouTube I said, okay, one didn't know And about a year later Yale put out this hilarious campy eight minute admissions video that took YouTube by storm There's something like 850,000 views 895,000 views and I got calls remember in the university How come there's no a Harvard admissions video because we were searching Harvard admissions video and they got some hilarious parody like You know Harvard tractor trailer school or an art Harvard time priority. So what were you thinking? I said, I know one's very sorry I'll get it up there immediately But it's just super interesting that these idea of you know, I think you said earlier Writing yourself into being on the social web and while there were all these representations of Harvard as a 375-year-old institution with all this stuff going on of course, you know There was all this representation of Harvard, but Harvard wasn't representing itself and Nature abhors a vacuum and social abhors a vacuum So another way we've tried to sort of enliven or bring social into the experience is but with live streams So president Faust has been incredibly forward-thinking on this because people can post whatever they post and people always say Do you moderate beforehand? We say no, you know, we just let people post what they post of its hate speech We take it down, but that's pretty much it this economic panel stinks can stay that's fine That's one person's opinion But we've really been able to open up using a variety of tools You know the live stream experience of Harvard and people in very supportive of that and then you know I was just Astonished on any number of levels to see president Obama on the stool at Facebook. It was really interesting to see how many Governmental sort of stayed offices or you know emulating that trend or taking it to an even greater degree That banner looks very much like 1999 web. Isn't that like the president in comic sans? I couldn't quite get over it Another thing we do which we hope benefits schools and faculty is the idea of providing platforms and tools So to the point of when do you when do you have core principles? And you know exactly what you're going to do when you run a pilot and you you move forward very Plansfully and when do you steam forward and experiment? This has been a little bit more on the steam forward and experiment side Because I think we knew that social board of acumen and we had this great content And we there were really pressing reasons to get it out there Professor Sandel's justice content was one of the reasons But there was a lot of other stuff that was just it was on the internet But it was sort of lying fallow in websites that were poorly trafficked or embedded in players that no longer worked So we sort of wanted to sort of use that opportunity to find content that was already Existing that professors had already created that was already blessed for public and yet It was just sort of marooned where it was so we've had some good successes here We've been able to you know with the itunes particularly, you know rising tide floats all boats So, you know little known feeds like the Memorial Church feed for example We pulled in they did a I think it's a podcast or a video cast that we've had for ages And the fact that we had it available through the itunes you channel at the regrettable passing of Reverend Gomes Was a huge asset because people were already coming there and they thought oh, I read about this man the New York Times I'd like to understand more about him and his church and his mission and that content was there So just aggregating that content syndicating it out really amplifies the content for everyone So we also done, you know some foray into location based with Foursquare that hasn't been heavily promoted or heavily pushed We care deeply about student privacy and student privacy issues So all the content that we post to these channels are content that already exists on whole closed Harvard sites or and you know Harvard domain sites this is a way to to spread and amplify the content not the only means to get to this content and You know reaping the amplification benefits is really real So on the left is JFK 50 which is series of videos put together for the 50th anniversary of the inaugural and on the right is Science and cooking that very very popular gen ed class These are not the classes themselves that the public lectures, but it was a way to say You know, we really want you know, this content to live beyond you know This immensely popular, you know was sold out in Sanders right away You know how do we make this more accessible and then the New York Times called which I think is a currency faculty recognize You know YouTube whatever but you know New York Times New York Times calls most people even here will pick up the phone And they called and said we want to do a feature on your science and cooking But can you make sure all your videos are on YouTube so we can link to them? And I thought you know sort of a light bulb went off a little bit at cease who's definitely sees the value but saying hmm You know there it there is benefit even to traditional media So the real focus today is how can we be helpful as a communication shop to what all of you are trying to do Which is the core of what universities do do with the teaching learning or research? So, you know, there's some new data coming out. This is from actually Pearson learning group About you know how faculty are beginning to use social media a lot of it seems to be structured around consumption on YouTube and less Around posting but increasingly, you know faculty report using at least one social media device And we know that faculty are using social media for you know professional and non-class purposes particularly latter faculty and You know to my mind, there's a tremendous opportunity You know, there's a way to refine the rough cut without sending out the bad draft Different people feel very differently about that but there's a tremendous opportunity there There's a medium for testing the waters cross-organizational collaboration a way to discover as I did with communications Found content, you know comments from conferences for example these come think of all the smart comments You've ever heard at a conference that just vanished into the ether Increasingly social tools like Twitter like you are gonna be capturing and storing and saving and allowing people to categorize those comments to get sort of found content or found knowledge and A greater ability for impact. I guess this was the theme of the day beyond journal circulation If you don't have access to JSTOR how do those great ideas get out there? So what's our piece in all this? You know you guys are involved with the teaching learning and research which is the core of what the university does So our piece is a couple of things It's to develop best practices for social participation for you in your schools and to manage the platforms Which are both third-party like YouTube and iTunes and a new Harvard edu where Harvard content is aggregated for greatest reach Thank you Well, thank everybody for participating in this session. I'm absolutely I think I'm over stimulated It's probably a way of saying it but outside we've arranged to have some computer set up So if people are interested in learning how to set up a Twitter account Or how to set up a blog or other kinds of things we have some people outside We'll actually just introduce you to the ideas. So with that one, I thank our panelists again Their effort and