Engaging Without Invading Leceister and Bradford

Engaging without invading:using social networking tools to connect with students

Stuart Johnson, University of Leicester

Becka Currant, University of Bradford

Question

Who is already using social media to engage with

students?

a) I’m already using these

b) I’d like to but don’t know where to start

c) I’m very suspicious of using them

Student/LearnerDevelopment

We’re on the fringes

Needy students will seek us out


Traditional advertising reaches a few more


What about social networking tools?

There are many more but these are the ones we’ve been using

There has been massive growth in social media

Jan 2009 Jan 2010 % growth

68,557,534 133,623,529 95%

5,979,052 23,573,178 294%

Numbers represent unique visitors. Data from www.compete.com

If Facebook were a country

0

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

Source http://en.wikipedia.org/wiki/List_of_countries_by_population

Two options

Use existing networks Create a new network

Using existing vs. new networks

Existing New

Lots of people are already

signed-up

You have to get people to sign-

up

It’s a place where people are

resident a lot of the time

It’s a place people have to

remember to visit

They already use if for other

purposes

You can guide what it’s used it

for

You have to be careful not to

invade

There’s less chance of feeling

invaded

People can feel exposed It can feel safer

So we’re using social media…


*NB. Facebook page not group

*

…to help us reach many more


And they can communicate with us…


…and they tell their friends about us


…and they tell their friends about us


“I think that the Facebook page

is a great idea and I have since

spread the word to mates and

got them to join”

…who then follow our social media


And the number of followers increases…

0

200

400

600

800

1000

1200

01/09/2009 01/10/2009 01/11/2009 01/12/2009 01/01/2010 01/02/2010 01/03/2010

…and so does the number using our services


But rather than them coming to us…

…they give us permission to go to them

Our website traffic has gone up (UoL)

0

20,000

40,000

60,000

80,000

100,000

120,000

Sep Oct Nov Dec Jan

2007/08 2008/09 2009/10

Our website traffic has gone up (UoB)

*Facebook fan dashboard

But, meaningful content is vital

“Page admins who post meaningful

content will retain fans, while

admins who post spammy or low-

quality material will lose fans and

subscribers”*

News and events feeds we automate

58%26%

8%

4%

But most of what we say is proactive

(automated)

(proactive/responsive)

(proactive/responsive)

Tone of voice is important too

Advice from Helpdesk Hollie: http://developingstuff.wordpress.com/2010/01/21/advice-from-helpdesk-hollie/

http://developingstuff.wordpress.com/2010/01/21/advice-from-helpdesk-hollie/







And it’s having an impact here

21%

67%

12%

Have you ever gone to an event or done something as a direct result of information posted on our Facebook or Twitter accounts?

This happens a lot This never

happens

This sometimes happens

And here…

0

2

4

6

8

10

12

14

A lot Quite a lot Not much Not at all

Has your awareness of Student Development services improved since following us on Facebook or Twitter

Yes I knew a bit No

What we’ve learnt

• We're definitely reaching more students this way

• A base of RSS news and events feeds is a good start

• But you've got to invest in conversations

• Our helpdesk staff do a great job

• Distance learners like it too

Engaging Without Invading Leceister and Bradford

Education

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