EDLD 590 Social

Media in HE/SA Elizabeth Broughton, Professor

Eric Heilmeier, UM Manager, Campus Information Centers

Agenda

Introductions

Developing, creating, and planning social

media (use #edldsm12)

Discussion with Dr. Junco

Professional/Personal Digital Identity

Social Media analytics

Parking Lot discussion

Case Studies

Social Media (WHAT IS IT??)

TWO CONCEPTS

Roger’s Innovation Adoption Curve

GROUNDSWELL

Authors Charlene Li & Josh Bernoff

Originally written in 2007, expanded & revised in 2011

Simply put, Groundswell is a

social trend in which people

use technology to get the

things they need from each

other, rather than from

traditional institutions like

corporations.

Groundswell is social trend in

which people use technology

to get the things they need

from each other, rather than

from traditional institutions.

PEOPLE

TECHNOLOGY

ECONOMICS

WHAT IS

GROUNDSWELL

IN STUDENT

AFFAIRS?? Any

Forces??

Groundswell Collision of Three Forces

Powerful Groundswell Tools

Social Technographics Profile*

POST method –systematic process for social media plan

5 Strategies in groundswell

Listening

Talking

Energizing

Supporting

Embracing

Developed by Forrester research

Figuring out where your audience is on the “ladder”

Using the information to better define your goals

Using the information to better decide on technology

PEOPLE

OBJECTIVES

STRATEGY

TECHNOLOGY

Who is our audience?

Assess audience’s social activities?

What do we want to accomplish? Goals, talking with groundswell.

How do you want the relationship with students to change? Measure.

What applications/technology should you build?

So how do we work with our students to create the Groundswell, and

more importantly, create unique opportunities for involvement—

POST

Examples of Institutions

Mapping out success

Strategy

Management

Education

Applications

Cost

Assessment

ROI

EDLD 590

#edldsm12 Afternoon

Special Guest

Dr. Rey Junco (@reyjunco) http://www.reyjunco.com Professor at Lack Haven University Conducts research on how social media and other

technologies (such as Facebook, Instant Messaging, Blogs, Twitter, and Cell Phones) impact the psychosocial development of college students.

Particularly interested in how technology can be used to enhance student academic success and engagement.

Discuss—Digital/virtual Identity Creating YOUR digital Identity

What is a Digital Identity

How to create your own

How to manage/monitor

Issues w/ privacy

Social Media & Student Development

•Obviously students are using social sites

•Students use social sites to remain connected to families and friends, thus helping them perform better at college

Involvement requires physical and psychological

energy

•Some students are only on Facebook or Twitter and only check it while on the computer, others are more invested and monitor their presence almost all the time.

•Some people don't participate in groups/pages while other contribute to causes they find important

Involvement occurs along a continuum

•Quantitative - We can measure how many students visit our sites or join our fan pages, and get an idea of when they are interacting with us through insights/analytics

•Qualitative - this needs to be explored more, but can so easily through focus groups and conversations

Involvement has quantitative and qualitative

features

•Researchers such as Rey Junco (Lake Haven University) is doing some really interesting work around how social technology can enhance students academic performance and engagement.

Development is proportional to quantity and quality of

involvement

•How can student affairs professional better work with students who aren't living in the Student Union, or aren't the leaders/presidents of every major organization on campus. But still want to be involved with us through via the internet and social networking sites?

Educational effectiveness is related to capacity to increase involvement

Inactive

Spectators

Joiners

Collectors

Critics

Conversationalists

Creators

Involvement refers to the Investment of psychological and physical energy

Involvement occurs along a continuum

Involvement has both quantitative and qualitative aspects

Development is proportional to involvement

Educational effectiveness is related to the capacity to increase involvement

IMPORTANT:

Don’t forget to

ask students to

be involved

Students who

only watch or

visit your site(s)

are an important

number to know.

Qualitative data

will enforce what

your strategy is

doing.

Students taking the

time join, or follow

your content is an

important step.

Often times

students have to

decide what

information they

want to receive, as

to reduce overload.

Don’t ruin the trust.

Students continually

evaluate their options.

What has the best

programs/services..

Use these

knowledgeable

students to create

new programs and

ideas. Utilizing their

knowledge will create

one more opportunity

for engagement.

Though it sounds

bad, critics are an

important part of

any social media

strategy. They often

challenge us to be

better, or we

challenge them to

think critically

about a program or

a question we pose.

Critics don’t always

criticize either, they

are active on our

walls and feeds in

general.

These are the student

who you know. The

ones who are our

allies (whether they

know it or not), the

best thing that can

happen is that our

students talk to each

other, these students

start that dialogue.

Either through

posting their own

comments or

answering ours, they

make other students

feel comfortable to

participate.

This is the utopia of

our social media

strategy. Let our

students create the

content, and drive

the conversation.

Not only are we

creating an

educational and

engaging

opportunity for our

audience, but also

for our students

who are creating

the content

(pictures, videos,

blogs, websites,

polls, etc)

Inactive

Spectators

Joiners

Collectors

Critics

Conversationalists

Creators

Involvement refers to the Investment of psychological and physical energy

Involvement occurs along a continuum

Involvement has both quantitative and qualitative aspects

Development is proportional to involvement

Educational effectiveness is related to the capacity to increase involvement

IMPORTANT:

Don’t forget to

ask students to

be involved

Students who

only watch or

visit your site(s)

are an important

number to know.

Qualitative data

will enforce what

your strategy is

doing.

Students taking the

time join, or follow

your content is an

important step.

Often times

students have to

decide what

information they

want to receive, as

to reduce overload.

Don’t ruin the trust.

Students continually

evaluate their options.

What has the best

programs/services..

Use these

knowledgeable

students to create

new programs and

ideas. Utilizing their

knowledge will create

one more opportunity

for engagement.

Though it sounds

bad, critics are an

important part of

any social media

strategy. They often

challenge us to be

better, or we

challenge them to

think critically

about a program or

a question we pose.

Critics don’t always

criticize either, they

are active on our

walls and feeds in

general.

These are the student

who you know. The

ones who are our

allies (whether they

know it or not), the

best thing that can

happen is that our

students talk to each

other, these students

start that dialogue.

Either through

posting their own

comments or

answering ours, they

make other students

feel comfortable to

participate.

This is the utopia of

our social media

strategy. Let our

students create the

content, and drive

the conversation.

Not only are we

creating an

educational and

engaging

opportunity for our

audience, but also

for our students

who are creating

the content

(pictures, videos,

blogs, websites,

polls, etc)

Examples of Institutions

Exercise: Engaging New

Students

People

Objectives

Strategy

Applications

Social Media Analytics Importance of Analytics

Measurement tools

Defining measureable goals (POST)

Defining Success

Review Class Questions

Revisit our Parking Lot..what haven't we

discussed?

Case Study or studies???

Case of the Social Media Emergency

Case of the misplaced tweet

Case of too many mouths

Case of the confused

Where do we go from here

Discuss final assignments –Liz

#homework