Latest Event Updates

Meet #umbsocial Speaker – Mark Forrester

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Tell us a little about yourself and your background?Forrester

Left Comcast after 16 years in TV advertising to start my own ad agency

When did you start to work in social media

When my clients expressed frustration in not being able to “meet” website visitors!

How does a typical work day of you look like?

Sales calls, edits, meetings, edits, networking-repeat!

Do you have a role model in social media. Someone who inspires you?

Hmmm, Not really-not yet

What is the hardest thing about social media?

Time poverty Vs. multitude of choices

Forrester2-MCan you name us a brand or company that you admire for their great social media strategy/execution?


To be successful in social media, you need to ….?

Start with “why” you are doing what you are doing. People will make a deep emotional connection w/ you and/or your brand when they attach themselves to your “why” because it matches up with their “why”

What is your favorite book and why?

Bird By Bird” by Anne Lamont, because it inspires

What is your favorite quote  

“My religion is simple. My religion is kindness”   The Dali Lama

What is your favorite movie and why?

“Field of Dreams”

a) because it moves me emotionally every time I watch it.

b) because it is redemtive and allows us all to touch parts of our own story that we wish we could get a “do-over” on

Is there anything else you would like to add that I haven’t included?

“The greatest title will ever hold is Father” I think of this everyday….

Where can we find more about you and you work?

My website is

Marcus Myles Media

℅ Quincy Center for Innovation

180 Old Colony Ave.  Suite 300

Quincy,  MA  02170


Web Videos – the Story behind the Story

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screen-capture-8Guest post by Edward Peters

If you’re looking to make web videos, here’s something to keep in mind:

Each video tells two stories

There is, of course, the narrative, the basic story you want to tell. But there’s another story too – a bit less concrete perhaps, but just as revealing – the level of craft and professionalism you put into your product. Both stories can affect how viewers respond to your video.

A lot of us who began producing web videos in the mid-aughts had a short learning curve. The medium was still relatively new and some of us figured the talking head format was a quick and easy way to deliver information… and deliver… and deliver… and…

Yes, they could go on a bit too long – but we reckoned that viewers would be just as in love with our little Flash epics as we were – especially if, heaven forbid, we were “guest starring” in the video somewhere. In that case, we thought, Hollywood was right around the corner.

Then video metrics came along.

Uh-oh. It became apparent that our love was decidedly unrequited. After seeing a consistent trend of two-minute fall-offs – the equivalent of a lousy Variety review – we learned: package your message inside a short, compelling story and people will relate to it far better; oh, and better grab their attention in the first 15 seconds while you’re at it – or start packing.

Rightly or wrongly, people do not have the patience to sit around and watch you flounder around in search of a story. So, know your message upfront. Then, keep it short, keep it sweet – and get to the point! Give your viewers characters or circumstances they can relate to and your chances of connecting grow exponentially. Your metrics won’t lie.

And, let’s not forget that other story. If we don’t take care to make a well-crafted product, why should our audience care about watching it? Quality speaks volumes about the respect you have for your viewers.

G57A9722_1Edward Peters is Executive Director of Web and Media for the Massachusetts Department of Revenue (DOR) and Owner/Producer of Shadowfisher


Telling Stories with Twitter

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Guest post by Robert Bochnak

UntitledLast Saturday night—while the younger set was out clubbing and bar hopping—my wife and I put the kids to bed and then got a little crazy ourselves.

That’s right. We spent the evening organizing Legos.

Picking through mounds of tiles and throwing them (my idea) into the appropriate colored bin (my wife’s idea) got me thinking. I wondered why so many pieces were tiny (probably to piss off parents like me) and why so many of the figures were missing pieces—there’s something sad about seeing Lego Wolverine both declawed and decapitated.

These observations aside, I also thought about the organization process and its relationship to social media event coverage. In each case, the goal is to take a number of disparate pieces (e.g., Legos or Tweets) and organize them into a coherent whole, like my wife and I did (see above).

But the process of transforming social media activity into a coherent story isn’t child’s play (sorry, I couldn’t resist the bad pun) and in this post I’ll share the approach I’ve followed in my role as social media manager for the Harvard Business School’s (HBS) alumni office.

Get Storified

I’ve covered 8-10 events on behalf of HBS since I started working there in early 2013 and I’ve followed the same pre-event approach for each. A few months before an event, I research alumni who are both attending the event AND are active on Twitter (see “Social Media Event Coverage: An Integrated Approach: Part 1” for more on this research process). Once the event begins in earnest, things get very hectic, with tweets being sent and photos being posted on Facebook. My goals for each event are two-fold; I want to generate as much real-time engagement with attendees as possible AND I want create a narrative around the event. To achieve the latter, I use Storify. This is a great tool since, naturally, tweets and responses are posted at various times during an event, and Storify allows users to arrange content in chronological order; and by organizing tweets this way, I’m able to create a coherent, linear story.


Furthermore, I’m able to provide multiple perspectives on an event; it’s not just my tweets that fill the Storify. Alumni tweet their impressions of the event and share photos of how they are consuming the proceedings. I add these tweets to the Storify and also pose leading questions to propel the engagement forward. The challenge, of course, is to get alumni involved. This can be difficult since many attendees put away their smartphones so they can concentrate on the proceedings. To address this reality, I reach out to alumni who are not at the event but may be interested in a given topic being discussed.

A prime example of this approach in action is below. These alumni had just graduated from HBS, were active on Twitter, and had gone through the FIELD program. With this data in mind, I posed the following question to them.


I followed the same approach with these alumni.


By involving alumni in event coverage, it allows them to “write the event story,” and it also opens up a number of outreach avenues. Once the Storify is posted, I can tweet it to recent graduates who went through FIELD, alumni interested in venture capital, and classmates of the individual alumni included in the Storify. Also, since each alumnus/a quoted in the Storify receives an “automated” tweet (see below), it increases my chances that the content will be retweeted and shared with an even larger alumni audience.


This is just a glimpse of the way we tell stories on Twitter using Storify (for more examples go to and if I had one piece of advice it would be to get started on this content creation/organization as early as possible. When you have a free moment—during a break or lunch—you should sort and organize your tweets so you can publish your Storify coverage as soon as possible once an event is over.

034971e (1)Robert Bochnak manages social media for the Harvard Business School’s alumni office. He’s also the former writer and editor of GradMatters: The Blog for Tufts GSAS. 

Follow Robert on Twitter at


Registration is open

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Dear Social Media Friends,

the registration for our first Social Media Night is finally open.

Please register for your ticket as long the supply last. The capacity of the new room is a little bit smaller than for the full day conference and all previous events were sold out pretty fast.

All the best


Save the date – 1st Social Media Night at UMass Boston

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After four successful Social Media Days, we are ready to start our first evening format dedicated to a special topic. Please save the date for the

1st Social Media Night
How to tell your story with digital media 

Thursday, September 25th, 2014
6pm – 8pm
McCormack Hall, 3rd Floor, Ryan Lounge
University of Massachusetts Boston

Registration starts soon at

Delivering your content in a creative way is key to your success in social media. Using video and storytelling are proven ways to get your customer’s attention. But,

  • How do you tell stories in a digital medium?
  • How can you use videos, photos and more tools to make your story more effective?

If you want to know more, do not miss the 1st Social Media Night
at UMass Boston. Join us for a panel discussion and an interactive storytelling session with

 DSC_3317rec2 Werner Kunz
Social Media Scientist and Professor of Marketing at UMass Boston

Edward F. Peters
Executive Director, Web and Media Services, MA Department of Revenue

 034971e (1) Robert Bochnak
Assist. Director, Alumni Marketing & Communications at Harvard Business School
 JuliaCampbell01web (1) Julia Campbell
Principal of J Campbell Social Marketing
 mark-forrester Markus Forrester
Founder of Yoularoid and Owner of Marcus Myles Media

Please invite your friends and colleagues, and promote the Social Media Night in your channels and circles! Please stay tuned and like us on Facebook, follow us on Twitter, and use our hashtag (#UMBSocial). Please help us get the word out.

If you have any questions, please feel free to contact us. If you are interested in collaboration with the Social Media Nights, please contact me regarding sponsorship opportunities.

We hope to see you at the Social Media Night on September 25th.

Werner Kunz & The Social Media Days Team

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Disclaimer: This event is hosted by the Global Center for Digital Media & Innovative Services at UMass Boston and organized by the Digital Media Institute & Marketing Boston. To request disability-related accommodations, including dietary accommodations, visit

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