HighEdWeb Assocation October 10-13, 2010

Session Details


The Cluetrain Stops at Higher Ed, Will Anyone Take Delivery?

SOC8 Social Media Track

Continental Ballroom, Mezzanine Level


The Cluetrain Manifesto is best described as a cross between In Search of Excellence and Fear and Loathing in Las Vegas. Provocative, pretentious and brilliant, this seminal book describes how the Internet will mean the end of business as usual. And yes, it is directly applicable to the work we do. Part rant, part history lesson, part hope for the future, brace yourself for a wild ride as we explore the end of higher ed as usual, how the themes from Cluetrain provide a framework for our profession, and what this all means for us both individually and organizationally.


Mark Greenfield
Director of Web Services, University at Buffalo

Mark Greenfield is a highly regarded, influential member of the higher education Web community. He is an accomplished speaker who frequently presents at a wide range of higher education conferences and meetings where his thought-provoking commentary on the impact of emerging technology on college campuses challenges audiences to rethink their basic assumptions about Web communications. Mark has worked at the University at Buffalo for over 20 years. He has been a full time Web professional for the past 14 years, currently serving as Director, Office of Web Services. Mark has also served as a visiting instructor in UB’s former School of Informatics. His research interests include emerging technologies, social media, the mobile Web, the Millennial Generation and their use of technology, and the impact of globalization and technology on the academy.