How to Use Social Media in Universities

Social Media in UniversitiesProf. Dr. Andrea Back, University of St. Gallen, CHBled, 14.6.2011 - Workshop: How to Utilize Social Media in Universities? 1

2 Common Ways of Using Social MediaUtilizing Social Media External In Class Communication 2

Introduction: Survey Data & Research ApproachesCases: Practices in Social MediaTake-Aways and Discussion 3

Recent Surveys: Social Media in Higher Eucation 2010 and 2011 Survey by Pearson: Social Media in Higher Education 2010 • Random sample of 10 000 Pearson customersState-of-Practice • 939 respondents (9.5%) • Both teaching and non-teaching (94% teaching) • 58% Teaching in the Arts & Sciences • 42% Teaching in Professional & Career and Survey by Pearson: Social Media in Higher Education 2011 (covers use in teaching plus personal use and professional use) • 1,921 respondents http://www.slideshare.net/PearsonLearningSolutions/pearson-socialmediasurvey2010 4

2011 Survey by Pearson: Social Media in Higher Ed.State-of-Practice 2011 http://www.slideshare.net/PearsonLearningSolutions/pearson-social-media-survey-2011-7633151 5

2010 Survey by Pearson: Social Media in Higher Ed. Social Networking Awareness and Use, 2010State-of-Practice 2011 Have Heard Of Have an Account Communicate with Educators Communicate with Students % 20% 40% 60% 80% 100% http://www.slideshare.net/PearsonLearningSolutions/pearson-social-media-survey-2011-7633151 6

2010 Survey by Pearson: Social Media in Higher Ed. Social Networking UseState-of-Practice Have an Account Communicate with Educators Not Teaching Online Communicate with Teaching Online Students % 20% 40% 60% 80% 100% http://www.slideshare.net/PearsonLearningSolutions/pearson-socialmediasurvey2010 9

2010 Survey by Pearson: Social Media in Higher Ed. Social Network Use by DisciplineState-of-Practice Have an Account Communicate Business or Economics with Educators Mathematics & Sciences Communicate Humanities, Social Sciences with Students % 20% 40% 60% 80% 100% http://www.slideshare.net/PearsonLearningSolutions/pearson-socialmediasurvey2010 10

2010 Survey by Pearson: Social Media in Higher Ed. What are educators doing online? • 71% watched online video/podcast (average population 82%) • 59% visited social networking siteState-of-Practice • 55% read blogs/wikis Top Social Media: • Communicating with peers: Facebook, LinkedIn, Skype, YouTube • Communicating with students: YouTube, Facebook, Skype, LinkedIn Who is using social networks? • Overall, 80% of educators have at least 1 social network account (most have more than one). • Those teaching online, power computer users somewhat more likely to have social networking accounts and use them with other educators and students. • Social network use is highest in Humanities and Social Sciences faculty. • There were only small differences in usage based on stage in career, gender, tenure status or device ownership. http://www.slideshare.net/PearsonLearningSolutions/pearson-socialmediasurvey2010 11

2010 Survey by Pearson: Social Media in Higher Ed. Social Networking Awareness and Use FacebookState-of-Practice YouTube Skype LinkedIn Twitter Flickr MySpace Google… Have… Slideshare Heard Of % 20% 40% 60% 80% 100% http://www.slideshare.net/PearsonLearningSolutions/pearson-socialmediasurvey2010 12

2010 Survey by Pearson: Social Media in Higher Ed. Personal and Classroom Uses Watched/listened to online…State-of-Practice Read blogs/wikis Created video/podcast Class Use Commented blogs/wikis Personal Use Published a blog/wiki post Visited social networking sites Commented on video/podcast Comments or updates % 20% 40% 60% 80% http://www.slideshare.net/PearsonLearningSolutions/pearson-socialmediasurvey2010 13

2010 Survey by Pearson: Social Media in Higher Ed. Themes from open responsesState-of-Practice • “Extend the classroom” • “Talk to them in the language they are using” • “Breaks up the class” • “Good for review and reinforcement” • “Not the primary means of teaching” http://www.slideshare.net/PearsonLearningSolutions/pearson-socialmediasurvey2010 14

What Research Approaches Create RelevantKnowledge for Social Media Use in Universities? 15

You have the Choice: Find the Right Mix for (performance improvement in) your TasksSocial Media Mix 16

There is research in this field, but still in the early stages Information Systems Scholars may have Models that could work: • Task-Technology-Fit ModelSocial Media Goodhue, D.L. & Thompson, R.L., 1995. Task-Technology Fit and Individual Performance. MIS Quarterly, 19(2), p.213. • Technology Acceptance Model Davis, F.D., 1985. A technology acceptance model for empirically testing new end-user information systems: theory and results. Massachusetts Institute of Technology. • Information Systems Success Model Delone, W.H. & McLean, E.R., 2003. The DeLone and McLean Model of Information Systems Success: A Ten-Year Update. Journal of Management Information Systems, 19(4), pp.9-30. • … 17

How could such a model look like? Towards … 18

It is about Task-Technology-Fit not Technology-Task!IS Models Goodhue, D.L. & Thompson, R.L., 1995. Task-Technology Fit and Individual Performance. MIS Quarterly, 19(2), p.213. Available at: http://www.jstor.org/stable/249689?origin=crossref [Accessed May 2, 2011]. 19

Guideline Technology Task Individual Task- Characteristics Characteristics Characteristics Technology Fit Data Integration /Functionality Type of Content Privacy Costs Back-Ups 20

Social Media Functionality: A PossibleCharacterization • Watch – find … • Join – networking … • Collect and Organize – manage inf … • Critic – respond … • Talk – communicate … • Create – contribute … Further Information on this topic: Trude, E. & Sammer, T., 2011. Die Vermittlung von Social-Media- Kompetenzen in einer Social-Media-Lernumgebung – Ein Erfahrungsbericht der Bayer AG. In T. Jenewein & A. Trost, eds. Personalentwicklung 2.0. Luchterhand Verlag Gmbh. 21

Guideline Technology Task Individual Task- Characteristics Characteristics Characteristics Technology Fit Data Integration / Functionality Type of Content Privacy Costs Back-Ups• Text (How Long: Messages, URLs, Reports)• Pictures• Presentations• Documents• Videos 22

Guideline Technology Task Individual Task- Characteristics Characteristics Characteristics Technology Fit What type of Which privacy Is it important toWhich functionality content is settings are export or import Budget of the task. is important? required? needed? data? 26

Guideline Technology Task Individual Task- Characteristics Characteristics Characteristics Technology Fit Acceptance Social Media Distribution of theSize of the Group. towards Social Age Knowledge (SoMe Group Media Assessment) 27

Research Agenda Future Tasks:Open Fields • Test existing IS models in the context of social media • Adapt or develop new models • Test theories • Build new theories (Grounded Theory) There are successful cases on social media usage: • Undertake Case Study Research 28

IntroductionCasesTake-Aways 29

Case I: Award Winning (2008) Social Media Classroom (Free Download) Initiated byBest-Practice? Howard Rheingold In an educational setting, the social media classroom is designed to augment or—when physical co-presence is not possible—to replace face-to- face interaction. Website for Download: http://socialmediaclassroom.com Video-Tutorial: http://youtu.be/8cLymdpXeew (7 min, by H. Rheingold) 30

Case II: Michael Wesch: A Portal to Media LiteracyBest-Practice? • from closed to open system eLecture, 1 hr (2008), about • from control to enable Motivation and his practice: • from structure to platform http://youtu.be/J4yApagnr0s 31

Case II: Visit Michael Wesch’s Open Classroom: http://www.netvibes.com/wesch#Digital_EthnographyBest-Practice? 32

2 Common Ways of Using Social Media: Open Platforms  Blurring BoundariesUtilizing Social Media External In Class Communication 33

CASE III: LSBF Global MBA: A MBA on Facebook “Facebook has changed the way students, faculty members, and administrators communicate outside the classroom. Now, withBest-Practice? the introduction of the London School of Business & Finance’s Global MBA Facebook app, Facebook is becoming the classroom.” http://chronicle.com/blogs/wiredcampus/british-university-offers-m-b-a-courses-on- facebook/28463 34

Case IV Aback: From Static Website Publishing to Dynamic Social Extranet Weblog / Blog-PlattformSocial Media - External Documents / Presentations Videointerviews Video-Stories Social Book- marking / Liter. Social Networks Microblogging, and more tools 35

Case IV of Aback: SlideshareSocial Media - External We use slideshare to share our knowledge and project results: inside and outside of the classroom. 36

Case IV of Aback: Twitter in ClassTwitter Usage in Class We use Twitter-Walls to collect questions and remarks while students are holding their presentations. 37

Case IV of Aback: Twitter in ClassTwitter Usage in Class We use Twitter to encourage participation and sharing of the latest information on the topic of interest. Students get points for tweeting interesting URLs. 10% on top 38

IntroductionCasesTake-Aways 39

Take-Aways Think about Task-Technology-Fit1 not Technology looking for a task!2 We need more research on this topic! Good cases are out there, try to learn from them3 (and research them)! 40

Discussion1 What are your experiences? Do you know about research projects2 on this topic? What do you think are the biggest3 opportunities (or challenges or prolems)? 41

Want to assess your Work Practice, and integrate SocialMedia ? - See our Workshop Arbeitspraxis 2.0 42

Thank you!SupplementPresentation on Slidesharehttp://www.slideshare.net/andreakbackContactProf. Dr. Andrea BackUniversität St. GallenMüller-Friedberg-Str. 8CH-9000 St. Gallenandrea.back@unisg.ch 43

List of imagesS. 1 (Social Media Management) http://socialmediamagic.com/blog/images/03-Social-Media-Management8777.jpgS. 3 (Talks) http://www.weltbranding.com/blog/wp-content/uploads/2011/05/conversations-and-measuring-social-media.jpgS. 15 (Research) http://www.magneticaura2u.com/cp_admin/wp-content/uploads/2010/07/research1.jpgS. 16 (Social Media Cube) http://lookingoverseas.files.wordpress.com/2011/03/social-media.jpgS. 18 (Question) http://whywebpro.com/wp-content/uploads/2011/03/question-mark.jpgS. 37 (Twitter-Wall) http://farm4.static.flickr.com/3544/3406616388_8e6e26ec61.jpgS. 38 (Grades) http://www.mentorhigh.com/teacher/larkin/grades.jpgS. 41 (Female Head): Information Overlaod, by sykotikscarecrow.deviantart.com 44

Prof. Dr. Andrea BackProf. Dr. Andrea Back is full professor and director at the Institute of Information Management (IWI) at the prestigiousSwiss University of St. Gallen (HSG) since 1994. Her research focuses on the area of Online Collaboration, CorporateeLearning, and Management in the Digital Economy (Enterprise 2.0/Business 2.0 paradigm) with an emphasis onapplicability and knowledge transfer. She has published several books on the subject and publishes collaborativelyonline with a broad community of corporate and academic followers/contributors (cf. personal vlog atwww.business20experts.unisg.ch, finalist in the European E-Learning-Award in 2009; Blog-Carnivalwww.wissenscarnival.net on Enterprise 2.0, Knowledge Management and eLearning nominated for the D-ElinaInnovation Award 2011). She is a regular consultant for international corporations in regard to eLearning, SocialMedia, mobile services, most recently Swisscom, T-Systems Multimedia, Lufthansa, Bayer, UBS as well as acontributor to management education programs. For a list of consulting and research projects cf. • http://www.business20.unisg.ch/index.php?id=11 • http://www.learningcenter.unisg.ch/index.php?id=93Prof. Dr. Andrea BackInstitute of Information ManagementUniversity of St GallenMüller Friedberg Strasse 89000 St. Gallen, Switzerland 45

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How to Use Social Media in Universities

by University St. Gallen, IWI3-HSG on Jun 14, 2011

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