There are always larger spheres outside of the ones we tend to live in. The same goes for the blogging sphere. As more and more individuals and organizations implement blogs into their communication with their readers and customers, the need of the blog becomes more prominent. Seton Hall University professors are highly credited in their own respective fields. However, when promoting their achievements, the university does so through the Seton Hall’s Twitter. Through Twitter, people only get a faceless, impersonal, and ambiguous interaction. Which is why the blog can serve as a means for President Esteban to not only bridge the gap with students, parents, and the surrounding community but also use the blog to propel professors upwards. A university president blog shares similarities to a blog run by a president of an organization. Both blogs put the heads of organizations at the forefront in terms of communication in order to “help you build trust among your audience,” and for President Esteban that also means being able to “display the best aspects” of Seton Hall. Those best aspects being the professors at Seton Hall.
In using the blog, there would be three things that President Esteban would have to do in order for it not only to be considered a blog. but also be a successful blog. The first is the blog has to be updated frequently that displays posts in reverse chronological order. The next characteristic is that each post must contain a headline and a body. Within these posts it is necessary for links to other related news or information to be embedded. And finally blogs need to have link that allows for readers to comment on what the blogger is writing about. It is out of the third characteristic that a blog gets its definition. Blogs are the easiest way to allow a constant flow of back and forth communication. Readers would have direct access to President Esteban and any answer or post he would write would be done unfiltered. This would take away from the censored view people have of the university and turn it into an “image of a business as being composed of real people,” allowing the president “to come alive in [his] posts.”
They have become good public relations tools because of the personalized aspect that they offer. President Esteban becomes the direct link to the university itself. And in this role he has the ability to showcase the professors at the university to his audience that trusts him and respects his honestly through his posts. If the trust he has gained through the blog can carry over to the professors then the chances of them being respected and be “called upon for news interviews, in each of the mainstream media.”
The audience coming to this blog would vary tremendously as well. Students, parents, professors themselves, and reporters would all serve as the presidents audience. He would not only become a voice for the university but also the professors who teach here. Through his posts he would instill the sense of transparency and honesty that would have gained him his audience onto his reporting of professors and their achievements. Not only would he draw attention to the good the college is doing through its professors, but his role as a leader would be cemented as he goes out of his way in order to have to communication with whoever, rather than waiting for them to come looking for an answer only to be met with someone answering back on Twitter.
Examples of other university president blogs:
Video on creating a blog: