Measurement is Everywhere

In Chapter 14 of Paine’s book “Measure What Matters” she talks about what measurement looks like in the world of higher education. I found this chapter to be particularly meaningful because I am considering working in some aspect of higher education when I graduate. Recently I sat down with Sara Ambroza who is the associate director of enrollment and the director of admissions communication at Ohio Northern and I learned a few things about measurement in higher education. 

Paine talks about how a university must identify and prioritize its audiences because there are so many different audiences involved in higher education. Ambroza told me because of the many different audiences in the realm of higher education, ONU has set up a categorizing system to determine how each target audience is addressed. 

For example, she said in terms of admission there are several different kinds of students and each category of student is defined in a specific way. The categories of students include: perspectives, potential, applied, accepted and enrolled.  Depending on what a student is categorized as determines how admissions reaches out to them. A perspective student might receive an email from admissions where as a potential student might receive a print piece in the mail. 

 

Paine also talks about how universities must measure people’s behavior by using analytics to judge engagement and participation. Ambroza explained to me that ONU is trying to figure out a better way to use video footage. Analytics show when people read stories posted by ONU communications and marketing, they rarely click on the video link included in the article or watch it all the way through. However, analytics have shown that people click on the virtual tour video, and watch it for an average of seven to eight minutes. ONU’s communications and marketing team have been trying to figure out how it can get people to watch video clips imbedded in articles for as long as people watch the virtual tour. 

These serve as a few examples of the importance of Paine’s concepts for measuring higher education, and, for me, these ideas are especially interesting because of my interest in working in admissions or marketing for a university after graduation.

Don't be the Next Elizabeth Lauten

It’s time for another example of how someone epically screwed up on social media and lost their job because of it. Up until Monday, Elizabeth Lauten was the communications director for Rep. Stephen Lee Fincher of Tennessee. However, Lauten resigned from her position after uproar caused by her comments on Facebook concerning the first daughters, Malia and Sasha Obama. 

Following the president’s customary turkey pardoning event last Wednesday, Lauten posted rude comments on Facebook about the appearances of the first daughters. She expressed the Obama daughters should try “showing a little class” and avoid dressing as though they wanted “a spot at a bar.”

Shortly after posting to Facebook, Lauten issued an apology, but it was too late because the damage had already been done. Bloggers and those on Twitter started writing about Lauten’s post creating buzz and causing word to spread quickly. Because of Lauten’s insensitivity and, frankly, her stupidity she confirmed resignation from her position as communications director on Monday. 

Press secretary Josh Earnest summed up the situation pretty well saying, it’s “pretty much common sense” to know attacking the president’s children on social media is out of line. I completely agree with Earnest’s statement. Not only is it common sense, it’s one of the first things you learn about professional social media etiquette: If you are a spokesperson or a public figure you can’t post your personal opinion to social media if it could be used against you and put you in a compromising situation. 

However, Lauten did exactly what they teach you to do if you create a crisis for yourself, and that’s to admit your mistake and apologize. But, it was too little too late. Because of citizenship journalism due to the rise of blogs and Twitter, the world had already condemned Lauten for her actions. I think she deserved it. If you are in a position of authority like Lauten and you choose to be careless with your words on social media then you deserve to deal with the repercussions. 

Let this be a lesson to us all about the power of words and the power of social media: both are weapons that can be used to your advantage or get you into trouble.

My Must Sees of the Season

Every year around this time TV stations begin showing everyone’s favorite holiday specials. ABC Family begins its "Twelve Days of Christmas," and I have already watched “Frosty the Snowman” on television this past weekend. Since it is now Dec. 1 and officially acceptable to do all things Christmas, I would like to share with you my personal favorite Christmas TV specials.

5. “Christmas with the Kranks”- This Christmas favorite starring Tim Allen and Jamie Lee Curtis has been around for a decade now. I have to admit this isn’t a movie I have been watching faithfully every Christmas since it came out in 2004. I just happened to stumble across it a few years ago. However, this movie is everything you could want in a Christmas special.  The stunt Nora and Luther Krank attempt by boycotting Christmas to go on a cruise sounds like something my parents might try and do! But, my favorite part of this film is at the end when Luther Krank gives away his cruise tickets to the old couple next door.

4. “Holiday in Handcuffs”- Next, there is “Holiday in Handcuffs.” This is an ABC Family movie from 2007 my family found on Netflix several years ago. Honestly, what’s NOT funny about this movie? It’s hilarious and Mario Lopez isn’t hard to look at either. If you haven’t seen this holiday special I highly suggest it because the antics of Melissa Hoan Hart will keep you entertained.

3. “Frosty the Snowman”- Now it’s time to throw in a classic. “Frosty the Snowman” has always been a favorite of mine. As a little kid, I always loved the part at the beginning when Frosty comes to life and the kids march him through town. There’s just something very lovable about Frosty, and I am glad I got a chance to catch this holiday favorite while I was home for Thanksgiving break.

2. “A Garfield Christmas Special”- This TV show has a special place in my heart. Some of you have probably never even seen “A Garfield’s Christmas” because it is no longer shown on any broadcast network, and I DON’T KNOW WHY BECAUSE IT’S PERFECT. I grew up watching this cartoon special, and I was extremely disappointed when it no longer appeared on television. However, I am the proud owner of “A Garfield’s Christmas” on DVD so I still get to watch it every year. If you are curious about what you are missing, I will gladly loan you the DVD if you PROMISE to give it back in mint condition because I might cry if I never get to watch “A Garfield’s Christmas” again.

1.“How the Grinch Stole Christmas”- Finally, my number one favorite Christmas special of all time is “How the Grinch Stole Christmas” starring Jim Carrey. My family has been watching this movie every year since 2000, and I am surprised we haven’t worn out the VHS (yes, we still watch it on VHS). There are so many quotable lines in this movie, and I love watching it with my siblings because between the three of us I think we could quote the entire thing.  

So there you have it: my top five favorite Christmas movies. I hope you will check them out if you haven’t seen them, and feel free to leave a comment telling me your favorite Christmas specials.