The administration of Whitman College, the school I went to for my freshman year, has decided to cut funding to its Varsity Alpine and Nordic ski teams. The community is in uproar about this decision; if you aren’t on one of the teams, then you have a friend who is. Andrew Spittle, the Web Manager at the Whitman Pioneer, saw the controversy as an excellent time to experiment with their new website. In a post published on the CoPress Blog today, he goes into detail about the different tools they used to get the word out (Twitter, list serv, Facebook, and banner ads), and reveals how effective each medium was for driving traffic to their stories.
Twitter wasn’t effective at all, as it only sent less than 1% of their overall numbers. In the comments, I mention that his assessment is almost there. Twitter is a really valuable tool, but that value only applies if you can reach your community on it. The Whitman campus isn’t there yet in terms of adoption, and might never be, but there is the possibility that it will become more effective for discussion in the near future. The Pioneer leading the charge, pardon the pun, by actively advertising discussion like this might be one way to increase the number of users, or that number might grow once the campus learns the value of Twitter via SMS for finding the best parties on Friday night. I wouldn’t discount entirely, it’s just a matter of engaging in conversation where your community is.