The CU Web and Social Media Center:
Is it a Must or will it be a Bust?
In partial fulfillment of the subject
Educational Innovation and Technology
Final’s Requirement on the
Ethical Issues on Information Technology
Submitted to
Engr. Maridee Bitalac Adiong, DM, PECE
Submitted by
Fe Socorro Yasay and Clifford Jose G. Roa
Abstract
The emergence of social media and the omnipresence of websites paved the
way for the Capitol University to establish a center that caters to the education
and innovation of its administration, faculty, staff, students and the general public
in relation to the governance of its web and social media center.
The authors wished to established a proper authority and linkages to ascertain
the effectivity of the CU Web and Social Media Center collectively known in the
web presence as #CUWaSMC
Will it be a resounding success or will it be viewed as nothing less than a policing
body curtailing the freedom of expression among the same people it serve, the
CU community and the party who views it with high esteem, the general public.
Keywords:
Web, Social Media, Internet, Ethics, Governance
ABOUT THE AUTHORS: (Clifford Jose G. Roa is the Chair of the CU Web and
Social Media Center and Web Administrator of CU Official Website
www.cu.edu.ph and Fe Socorro Yasay is an executive of LGU)
Introduction
It was in year 2011 that Capitol University took the initiative to join the
bandwagon of informing the university students and ultimately the vast expanse
of internet world of the ins and outs of the Capitol University itself.
Prior to 2011, there has been a scheme to formalize its entry in the internet world
yet, no office, personality or organization inside the campus to make things work.
Although there were past attempts to formalize the “Center”, the authors “lookback” approach of researching for past events led to finger-pointing and
scenarios like “wouda, coulda, shoulda”.
We choose not to name names of personalities or organizations who were
tapped informally since as the saying goes, past is past, would indeed helped us
to move forward and reach our objective of this short study.
Objectives
This short research aims to answer straight to the point the title itself. The CU
Web and Social Media Center: Is it a MUST or will it be a BUST?
Firstly, we would like to present the objective of the social media center, to wit:
1. Maximizing the potential of the CU Official Website
2. The
potential
of
Social
Media
Platforms
for
promoting
educational/academe services and advocacies
3. Hands-on training on the setting-up of social media accounts and
connectivity with websites and other online avenues
4. Promotion of CU Website and correspondingly, the CU Community as a
whole in the World Wide Web Audience
5. Short refresher on “Think Before You Click” and Social Media 101
These objectives were tackled extensively during the Boot Camps in 2012 and
2013 with another scheduled activity in First Semester of School Year 20142015.
Review of Related Literature
Since the Web and Social Media Center was established by CU in aid of the
moving times and emerging data transmission, there were no prior basis for
“customation” as a tool from existing top-notch universities or colleges.
But for purposes of comparison, a website called www.web-strategist.com
presented a blog April 11, 2011 a revealed a related initiatives on social media:
Corporations who are advanced at social business are likely to have a social
media group in a centralized location that serves the rest of the corporation. The
common name for this team is called Social Media “Center of Excellence”
although there are quite a few variations of the theme. No surprise a majority of
the examples we’ve found emerge from the first-to-adopt industry the technology
space, here’s a few of note:

Intel has one of the first groups to adorn the term Center of Excellence lead
by Becky Brown, and serves as a dedicated team to a cross functional
stakeholder group even within various Geos. They’ve trained thousands of
employees through their programDigital IQ (available on the intranet), and
keep teams up to date through an internal newsletter called “The Buzz”

Adobe has launched a Center of Excellence in late 2009 by Maria
Poveromo that adopted the Hub and Spoke model and includes crossfunctional “social council” for cross functional sharing and support. This
program
provides
governance,
policies
and
guidelines,
training,
measurement support, and best practices including “guardrails”

Dell has the Social Media and Communities (SMaC) team lead by Manish
Mehta, that has one of the most advanced groups that has a physical
listening station called the Social Media Command Center, and has a team
responsible for global training, services, and software.

Ebay has created a Center of Excellence that provides resources to both
business
functions
like
HR,
Strategy,
Platform,
and
Corporate
Communicaitons, and also to geos and product units. They provide social
strategy, alignment of roadmaps and plans, and analytics. They keep teams
current through monthly social media council meetings.
A data was collected and presented in an “infographic” format for easy navigation
and understanding for all audiences.
Methods
Collection of data for the analytics would only need the help of Google and links
relevant to rankings and grading sites but data collected for the Capitol University
offices and departments entails painstaking reminder to the intended contributors
to the website.
On the first memo issued by no less than Atty. Casimiro B. Juarez, Jr, the
University President, mandated each offices and departments to submit at least
three (3) articles per semester so support the tenets and objectives of the CU
Website and Social Media Center.
Upon the tabulation of Data, all collected for the School Year 2012-2013, it
revealed in the table below:
Results and Discussions
Again, we go back to the basic question of this short research but prior to that,
we have aligned sub-set questions to answer the objectives of the CU Web and
Social Media Center.
1. Maximizing the potential of the CU Official Website
There is no doubt that Website is the most-economical channel to advertise,
promote or sell the ID that CU has what it takes to have its students and alumni
into a “Total Person”.
2. The
potential
of
Social
Media
Platforms
for
promoting
educational/academe services and advocacies
Since all departments and offices were mandated to contribute, there were all
actually contributing to a massive database of materials that is related to CU
which can be “search” in CU website and in established search engines such as
Google, Yahoo and Bing.
3. Hands-on training on the setting-up of social media accounts and
connectivity with websites and other online avenues
Bootcamps in 2012, 2013 and scheduled for first semester of 2014-2015
definitely enhanced the awareness of the CU community to contribute to the CU
Website and Social Media Accounts.
4. Promotion of CU Website and correspondingly, the CU Community as a
whole in the World Wide Web Audience
No contest that CU Website is a great avenue for informing the public. Take
for example one (1) post sometime in June 6, 2013. Within days of posting, it
garnered the most number of “People Saw Post”
Only 166 likes, 22 comments and 84 shares but its “virality” got a reach as
high as 10,400 facebook accounts.
5. Short refresher on “Think Before You Click” and Social Media 101
What started of as just a short review turned-out to be a great afternoon of
discussion from the participants who more than eager to level questions to
the resource speakers.
In our title, The CU Web and Social Media Center: Is it a MUST or will it be a
BUST? We found that it is a MUST since appreciating how it answers the need to
satisfy its objective would give us a correlations that indeed it is needed therefore
again it is must that it should exist.
Allow is to expound the structure of the #CUWaSMC of CU to really understand
that not only memorandum from the President, and later on from the Human
Resource Manager, Mr. Paul Clarence “Popo” Juarez, to enliven the first memo
and perhaps give a wake-up call to those departments who have not contributed
well and much.
The scenario of heirarchy of the CU Web and Social Media Center are as
follows:
Suggested Organizational Chart
Atty. Casimiro B. Juarez, Jr., CU President
{}
Dr. Ma. Linda V. Duran, Director, DSAS
{}
Clifford Jose G. Roa, Web Administrator, Web & Social Media Center Chair
{}
Core Members:
Andy Rey Mayuga, CU Alumni Office
John Paul Emilia, CU Admissions and Job Placement Office
Athletics Office Representative, DSAS Representative, MIS Representative
{}
5 Nominated Members from Each Academic Departments:
CME, Nursing, COE, Engineering, CS, CAS, CBA, Criminology, Nursing,
Midwifery, CUBED, Graduate School
{}
1 Nominated Member from the following offices / departments:
VPAA, VPOPD, DSAS, Student Service Officer, Job Placement, Alumni Office,
Athletics, Campus Ministry, Capitol Chronicle, CSG, Cultural Office, Medical and
Dental Clinic, CUREXO, Linkages, Office of the President or EVP, Guidance
Office, JEEP, MIS, AVR or EMC, Museum of Three Cultures, NSTP, PPFMO,
CU Press, and Registrar’s Office.
{}
1 Nominated Member from the 25 Recognized Campus Organizations (RCO)
Conclusion
With the data presented above, we saw that with proper mandate from the CU
Administration, no less than the President and HR Officer plus the endorsement
of the Director of the Student Affairs Services Office, we conclude that the
existence, administration and initiatives of CU Web and Social Media Center is a
MUST and not only opportunity for it to become a “BUST” will be the inept and
stagnated approach of its participants from the head of the #CUWaSMC to the
core participants which are the offices and departments of the university itself.
Recommendation
The researchers highly recommend that the CU Web and Social Media Center
will be retained as a special office in Capitol University, both in virtual and
physical form and future conduct of seminars, trainings and workshops would
encourage more participation, contribution and interaction among its intended
audiences: CU, viewers and the World Wide Web of 21st Century generation of
Netizens.
References
1. Approved memo of Atty. Casimiro B. Juarez for the creation of the
#CUWaSMC
2. Memo of Atty. Casimiro B. Juarez, Jr. on the mandate to contribute
articles for the #CUWaSMC
3. Links of activities, handouts, materials and photos of the bootcamps 2012
and 2013