"Our institution has launched new reporting requirements for all NIU social-media accounts that are, to put it mildly, onerous to the point of ludicrous."

"They want us to count all interactions. And document whether they are positive, negative, or neutral. They want screen shots to document all of our counting and downloaded analytics. Every. Month."

University, confused and desperate about what it's saying about itself, decides to go all-out looking confused and desperate, which is one more thing it's saying about itself, and — unlike all those blogs, Facebook pages, and Twitter feeds written by miscellaneous University personnel — it's the thing that gets a big article written about how confused and desperate it is, and that article is in The Chronicle of Higher Education.

Just when you think new media is scorching your reputation, old media bites you in the ass.

It's so unfair!