05-17-2012, 11:32 AM
How to Astroturf an Online Cause
| How to Astroturf an Online Cause: the Story of “I Stand with Bill Powers” |
Texas is ground zero in the national higher education reform movement. While the Washington crowd tends to fixate on President Obama’s piddling slap fight with Congressional Republicans over government-secured student loan rates, the real action on fixing higher ed is happening in Austin, Texas. The battle between Rick Perry and the higher ed reformers on one hand versus UT-Austin President Bill Powers and the Ivory Tower status quo on the other hand has been marked by years of grueling and often dull trench warfare that was punctuated last week by a flurry of bombs, beginning with a tuition freeze, followed by rumors of the UT President’s termination, and culminating in a textbook social media public relations campaign that deserves serious examination. And the consequences of this fight? Well, what happens in Texas won’t stay in Texas.
This is the story of “I Stand with Bill Powers,” a remarkably well-executed example of online astro-turfing.
Bill Powers is the President of the University of Texas at Austin. He individually receives an annual income roughly twelve times the median household income of Texas, not counting six figures of deferred compensation or benefits. He commands a robust team of sharp folks internally at UT and has secured the big guns as outside public relations counsel. There is now an ongoing effort– a well-orchestrated social media campaign which appears highly inorganic– to “save” him. Save from what and for what is the difficult part to figure out.
This post aims to 1. provide some context for the UT kerfuffle itself, 2. cast some light on how people and organizations successfully astro-turf social media campaigns, 3. provide reasons why members of the media ought to be a bit more careful in how they report on the online/digital/new media horse race, and 4. offer some thoughts on what comes next.
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