UC President Mark Yudof: The Man, The Myth, The Tweets

Evante Garza-Licudine/Illustration

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For a man at the helm of the largest university system in the world, Mark Yudof spends a lot of time on Twitter.

The UC president sends a handful of 140 character messages out to his nearly 5,500 followers each day, with topics running the gamut between offbeat movie reviews and sobering updates on the state budget process.

Since the UC was hit with more than $500 million in state cuts last summer, Yudof and his office have taken to social media to help advocate for the UC, according to Karen Breslau, director of executive communications for the UC Office of the President.

"There was some criticism when he first started ... that it was a flip thing to be doing when the UC was in such dire straights," she said. "But (the tweets) are, for the most part, very much about higher education and the role UC plays."

And according to Howard Rheingold, a social media pioneer who teaches at UC Berkeley's School of Information, Yudof is taking advantage of the social networks Twitter enables.

"People always look at the surface of Twitter and don't mine it for its potential," he said. "If you know what you are doing Twitter can be a great tool ... you can begin to not only have a network, but a community."

Javier Panzar is the news editor. Contact him at [email protected]

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