Social Media for Educational Institutions:Increase Student Retention and Enroll-To-Starts With Targeted Social Media
Petersons.com    Petersons.com is the leading online planning resource for    undergraduate and graduate school programs. ...
CUnet3           3
The Faceless Voice You’re About To Hear                        Jeff Berg                        Senior Social Strategist  ...
Agenda•   The World of Social Media•   Social Media and Students•   Social Media’s Effect on Student    Engagement•   What...
The Social Media Landscape
The World of Social Media•       Social media has changed how        human beings communicate,        organize, and spend ...
1,966,514,8162,000,000,0001,800,000,0001,600,000,0001,400,000,000                                         Oceania1,200,000...
What is Social Media?•       Social media has changed how            • Wikipedia        human beings communicate,         ...
What does this mean?                             Not                        participating                          isn’t a...
Social Media and Students
Student Usage•    Prospective students today…      • Grew up with Internet technology      • Nearly three-quarters use soc...
Digital Natives Interact Differently     For digital natives,     technology is not     impersonal and it     does not pos...
Social Media and Student Engagement
How do we even start to think about this? Exploring academic research in this area leads us three distinct questions. 1. W...
Why do students leave school?16                               16
Why do students leave school?17                               17
Social Media Usage is Linked to those factors18                                               18
Social Media Predicts Retention and GPA      “[…] Social presence is a significant predictor of course     retention and f...
Is this more than theory? • A 2010 study examined academic Twitter usage and its   effect on student engagement and GPA.  ...
And this is just the tip…                               Tons of                              research                     ...
What Does This Look Like in Practice?
Putting a Community In Place • You can’t build a community in a vacuum. • Frame it like Tinto    – What is factors relate ...
Warwickshire College •   Situation       – Lengthy period between program            acceptance and joining the course    ...
The University of Westminster - Connect •   Implemented in Sept. 2007, built on Elgg •   By Jan. 2008      – 3,048 users  ...
Inigral •   Third-party Facebook     application tailored to     increase retention and     enroll-to-start rates •   A “F...
How has it worked for other schools?          Columbia College Chicago          • 94% of admits used the Schools on Facebo...
Key Takeaways28               28
Key Takeaways     • Ignoring social media itself isn’t possible       anymore     • Digital natives intrinsically interact...
Questions?     Contact:     Jeff Berg     Senior Social Strategist     Peterson’s Interactive & CUnet     E-mail: jeff.ber...
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Social Media for Educational Institutions: Increase Student Retention and Enroll-To-Starts With Targeted Social Media

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With more than three-quarters of the adult population using social media, and usage accounting for more than 20 percent of total Internet time, social media is the most important thing to happen to human conversations since the dinner table. Students today have grown up using social technologies. For them, social media usage is a core life skill and not just a hobby.

Learn firsthand from our expert, Jeff Berg, on how your social media presence can increase student retention and the amount of enroll-to-starts at your school. This should be one New Year's resolution that you refuse to break.

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Social Media for Educational Institutions: Increase Student Retention and Enroll-To-Starts With Targeted Social Media

  1. 1. Social Media for Educational Institutions:Increase Student Retention and Enroll-To-Starts With Targeted Social Media
  2. 2. Petersons.com Petersons.com is the leading online planning resource for undergraduate and graduate school programs. • Six million prospective undergraduate and graduate students. • Premium web listings to build unparalleled program awareness – Preferred Placement – Promotional placements to direct targeted traffic – Social media integration • Student lead service matches student profiles with recruiting needs2 2
  3. 3. CUnet3 3
  4. 4. The Faceless Voice You’re About To Hear Jeff Berg Senior Social Strategist Peterson’s Interactive & CUnet With more than seven years of experience, Jeff uses his social media expertise to help schools streamline engagement methodologies and create meaningful, personal dialogues with current and future students. Jeff graduated from University of Southern California with a degree in Print Journalism.4 4
  5. 5. Agenda• The World of Social Media• Social Media and Students• Social Media’s Effect on Student Engagement• What Does This Look Like In Practice?• Q&A5 5
  6. 6. The Social Media Landscape
  7. 7. The World of Social Media• Social media has changed how human beings communicate, organize, and spend time online: – 75% of all adult internet users. – More than 20% of all time spent online.• Comparisons of most well- known social media: – If Twitter were a book it would be equivalent to 6,000 complete works of Shakespeare each day. – If YouTube were a movie it would take over 400 years to watch. 7 7
  8. 8. 1,966,514,8162,000,000,0001,800,000,0001,600,000,0001,400,000,000 Oceania1,200,000,000 950,000,000 South America1,000,000,000 North America 800,000,000 600,000,000 Middle East 400,000,000 Europe 200,000,000 Asia - Africa Total Internet Facebook Users Users 8 8
  9. 9. What is Social Media?• Social media has changed how • Wikipedia human beings communicate, • Social bookmarking organize, and spend time online: • Consumer opinions and – 75% of all adult internet users. • Online niche communities reviews – More than 20% of all time spent • Social biographies • Internet mash-ups online. • Social news • Blogs • Livecasting• Comparisons of most well-known • Message boards social media: • Audio sharing • Online gaming – If Facebook were a country it • Virtual worlds would be the 3rd largest in the • Photo sharing websites world with 750MM residents. • Information aggregators • Interactive fiction – If Twitter were a book it would be • Collaboration tools • Instant 1,500 completeday. equivalent to messaging works of Shakespeare each • Event organization tools – If YouTube were a movie it would take over 400 years to watch. 9 9
  10. 10. What does this mean? Not participating isn’t an option anymore.10 10
  11. 11. Social Media and Students
  12. 12. Student Usage• Prospective students today… • Grew up with Internet technology • Nearly three-quarters use social media • 18 percent use Twitter • 67 percent own an MP3 player • 81 percent access the Internet wirelessly • 70 percent believe colleges should have a presence on social networks • 51 percent want to be contacted directly through a social network “Scrolling Toward Enrollment,” Noel-Levitz, 2009 Pew Internet & American Life Project, 201012 12
  13. 13. Digital Natives Interact Differently For digital natives, technology is not impersonal and it does not pose a risk to social interaction.13 13
  14. 14. Social Media and Student Engagement
  15. 15. How do we even start to think about this? Exploring academic research in this area leads us three distinct questions. 1. What factors affect student persistence (and can those factors be addressed through social media)? 2. Does social media itself affect student engagement? 3. Can targeted social media interactions affect student engagement?15 15
  16. 16. Why do students leave school?16 16
  17. 17. Why do students leave school?17 17
  18. 18. Social Media Usage is Linked to those factors18 18
  19. 19. Social Media Predicts Retention and GPA “[…] Social presence is a significant predictor of course retention and final grade in the community college online environment.” (Liu, Gomez, & Yen 2009) • Students that were socially engaged in an online course tended to retain more and perform better. • Tracking social engagement in course communities can be used to: • Provide early identification of at-risk students • Foster effective intervention to improve learning outcomes19 19
  20. 20. Is this more than theory? • A 2010 study examined academic Twitter usage and its effect on student engagement and GPA. – 125 students that tweeted while taking a first-year course for pre-health professional majors – Engagement was assessed by a 19-item scale based on the National Survey of Student Engagement • Results – The student group which used twitter for academic and co-curricular discussions displayed significantly greater engagement and higher semester GPAs. – “Analysis of Twitter communications showed that students and faculty were both highly engaged in the learning process in ways that transcended traditional classroom theories.”20 20
  21. 21. And this is just the tip… Tons of research exists that indicates this is true.21 21
  22. 22. What Does This Look Like in Practice?
  23. 23. Putting a Community In Place • You can’t build a community in a vacuum. • Frame it like Tinto – What is factors relate to retaining your students? – What features can help address those goals? – Test and refine. • Many platforms currently exists to do this, so focus on the one that addresses your students’ needs.23 23
  24. 24. Warwickshire College • Situation – Lengthy period between program acceptance and joining the course caused students’ loss of momentum, reconsideration of course and even college attendance • Solution – BTEC ND Media Games Development Group • Students engage in pre- semester group projects • Allowed for increased discussion and social integration prior to actual college attendance. • Additionally, increased academic integration and faculty interaction • Result – 100 percent increase in overall retention rates – Decrease in time spent on “ice breaking” curriculum – Complete lack of course withdrawals24 24
  25. 25. The University of Westminster - Connect • Implemented in Sept. 2007, built on Elgg • By Jan. 2008 – 3,048 users – 2,300 students (about 10% of the student population) • Features – Personal Blogs – Discussion Forums • Staff-run department discussions • Communities designed to encourage social interaction across subject boundaries • Study-development communities. • Results – Students • “It could be the best way for students to socialise and possibly find partners and be there for one another of all the time.” – Staff • 84% thought Connect played a roll in helping students building a community, both prior to and after arrival at school.25 25
  26. 26. Inigral • Third-party Facebook application tailored to increase retention and enroll-to-start rates • A “Facebook Within Facebook” designed to meet the unique needs of educational institutions and their student bodies • Private communities designed to engage current and future students and create community before they begin classes26 26
  27. 27. How has it worked for other schools? Columbia College Chicago • 94% of admits used the Schools on Facebook Application UT Tyler • Schools on Facebook users were five times more likely to start than students who did not use it • Users also had the highest exam pass rates of any students in the UT system ASU • 25% of the student body used Schools on Facebook • 8% higher retention rate when compared with non-users27 27
  28. 28. Key Takeaways28 28
  29. 29. Key Takeaways • Ignoring social media itself isn’t possible anymore • Digital natives intrinsically interact with (and through) technology differently • Targeted social media can affect learning outcomes and student persistence • Addressing student needs must be your primary concern. Worry about the technology later.29 29
  30. 30. Questions? Contact: Jeff Berg Senior Social Strategist Peterson’s Interactive & CUnet E-mail: jeff.berg@petersons.com Phone: 201.477.768730 30

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