1. Creating Sustainable Knowledge in a Global Environment Dr. Richard L. Baxter eCitizenship Project Columbus State University Columbus, Georgia Spring 2010

2. The Project Purpose: Promote University’s Core Value of SustainabilityPurpose: Promote University’s Core Value of Sustainability Organizers: Depts of Economics/Finance, Communication, Political ScienceOrganizers: Depts of Economics/Finance, Communication, Political Science Program: Create a two-week series of events to promote theme, “Sustainable Knowledge in a Global EnvironmentProgram: Create a two-week series of events to promote theme, “Sustainable Knowledge in a Global Environment

3. Concepts of Events Events were categorized as:Events were categorized as: –Creating a sustainable environment –Creating a sustainable economy –Creating a sustainable quality of life –Considered but not used: Creating a sustainable geo-political environment

4. Goals and Objectives Create and test pilot program using social media to promote eCitizenship within the academic community and among alumniCreate and test pilot program using social media to promote eCitizenship within the academic community and among alumni –Establish multiple social media sites to promote sustainability events Create Facebook site with 800 fansCreate Facebook site with 800 fans Create Twitter site with 100 followersCreate Twitter site with 100 followers

5. Strategy and Tactics Divide Intro to PR class into four subgroups representing each collegeDivide Intro to PR class into four subgroups representing each college –Serve as liaison with event organizers –Obtain critical information about event –Make posts to sites creating interest in event –Generate posts by fans and followers

6. Strategy and Tactics: cont Drive traffic to social media sites so as to promote sustainability eventsDrive traffic to social media sites so as to promote sustainability events –Use personal social media sites to alert friends as to new site and its purpose –Work with university PR Office to promote sites through event press releases –Notify college majors of sites’ existence

7. Results Generated 123 Facebook friends and fansGenerated 123 Facebook friends and fans Generated 14 Twitter followersGenerated 14 Twitter followers Generated 0 YouTube videosGenerated 0 YouTube videos Students prepared and presented final reports evaluating project as a term paperStudents prepared and presented final reports evaluating project as a term paper

8. Problems Students were not prepared to conduct viral media campaignStudents were not prepared to conduct viral media campaign Organizers of sustainability events did not provide timely and substantive infoOrganizers of sustainability events did not provide timely and substantive info Campus PR Office failed to adequately promote social media sites prior to eventsCampus PR Office failed to adequately promote social media sites prior to events Facebook site creation caused confusionFacebook site creation caused confusion

9. Questions