Can Something Positive Come From This?

Dave Tyler Social & Digital Media Manager The College at Brockport #MCS6

About Brockport • Part of the SUNY system

• 67 miles east of Buffalo, 25 miles�west of Rochester

• ~8,400 students (undergrad/grad)

• 1979 Special Olympics

• Stan Van Gundy and William Fichtner

The Murder of Alexandra Kogut

• 18 year-old Freshman found beaten to death in her dorm room early on Sept. 29, 2012

• Hometown boyfriend arrested, allegedly confessed

• Trial is set for November

Her Final Tweet:

"Should've Known"

Intense Media Coverage

-SocialMention.com

"Brockport" Mentioned once every 30 seconds on 10/1

• Raw

• Scared

• Confused

• Angry

The Mood on Campus

• How do we get the news out?

• How do we offer support?

• How do we balance the needs of the community with the needs of the family and investigators?

Massive Challenge

• October Is Domestic Violence Awareness Month

• Events already scheduled on campus

• Strong feelings of "what can we do? how can we help?"

• Messages springing up around campus

Potential Opportunity

.... We decided to be human

We decided to take a chance

SATURDAY • First Post: ~ 5 am • Before 6 am, we had the

news out on FB&Twitter • Parent Hotline •  Updates throughout the

day • Press Conference • 8 posts to Facebook (and

more to Twitter) on 9/29- 9/30

THE COMMUNITY STEPS UP

SUNDAY • The question of Identification

• Tension, Speculation

• Internet started to ID Alex. Community asking why we hadn't yet

• Two Alexandra Koguts

MONDAY

• Changed our FB cover. 20 others followed, 175 likes

• Memorial takes place on campus

THE MEMORIAL SERVICE • Overflow crowd, raw emotions, grumbling on

social media

WEDNESDAY We shared this video:

Viewed more than 5,400 times, 2nd most viewed video of 2012

A CHANGE IN TONE • News Release on �

Campus Events

• Walk A Mile in Her �Shoes

• Operation Green &�Gold

• Select Respect Week

• Lecture by Shelby� Knox

FRIDAY

• Tipped off by an Instagram photo

• Most shared non-promoted post in our history. (2,179 likes, 15,800 views)

WHAT WE LEARNED • Be Human • Trust your community. They'll surprise

you • Trust your gut • Trust your team • Listen • Be proactive • Post More Not Less

Did All this Do Some Good?

WOULD YOU DO IT AGAIN?

QUESTIONS?

Where you can find me: @dtyler321, dtyler@brockport.edu

Where you can find these slides: http://www.slideshare.net/dtyler321