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Spartan Sagas: MSU builds brand through social media, real stories and real people
Every Spartan has a saga. Every Spartan will (fill in the blank.)
Whether teaching inner-city children, leading a nonprofit or conducting research of global significance, Spartans around the world are making a difference every day. These Spartans may be famous or they may be known only to family and friends. Regardless, their footprints will never be forgotten.
That's the premise of Michigan State University's new branding campaign, Spartan Sagas. The campaign is designed to illustrate MSU's hard-working excellence. As one of the world's first land-grant institutions, now world-grant, MSU's genius and intellect spans the world.
Spartan Sagas asks students, faculty, staff and alumni to share their sagas by submitting an organic video or photo essay. While some submissions will be created by MSU's University Relations, there will be a section for user-submitted videos and photo essays.
And that's the beauty of the campaign. It's raw. Real people tell real stories in their own words. Videos will be shared on MSU's YouTube channel to help build recognition and create the buzz.
In addition, MSU's social media team will use Facebook and Twitter to solicit sagas, with the understanding that MSU's social media-savvy audience will likely create videos and photo essays.
That's what social media is all about. It's about connecting people. It's about building a network of loyal customers. And it's about building a brand: people working to solve some of the world's most challenging problems, in ways big and small.
The campaign will celebrate a milestone Sept. 18-19 as Spartans from around the world host Spartan tailgates, known as House Parties.
Individuals can apply to host such parties, and will be given online tools to invite partygoers. In addition, hosts will be encouraged to post pictures and maintain blogs about their parties. MSU will give hosts party pages to foster communication (which hosts can spread virally).
House Parties will surely prove to be a brilliant way to connect Spartans and share sagas. For house parties and for Spartan Sagas, social media will be instrumental to marketing and building a brand.
About the Author
A mother of three, Kristen Parker lives in Lansing, Mich., and is a soon-to-be-graduate student at Michigan State University. Check out her blog at http://spilledmilk.wordpress.com.
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