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Social media for business and community engagement

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A joint talk with @marcdobson where we talked about the different types of social media, offered advice and guidance on its use and presented some examples of effective social media engagement in a …

A joint talk with @marcdobson where we talked about the different types of social media, offered advice and guidance on its use and presented some examples of effective social media engagement in a Business and Community Engagement (BCE) context. Topics covered included:

A brief overview of social media, including some of the platforms available and its use across Education as a whole;

The need for a social media strategy, and what to consider;

General guidance and best practice when using social media channels, including some pitfalls to avoid; and

Specific examples of the use of social media in a BCE context.

See http://bce.jiscinvolve.org/wp/2014/04/25/missed-our-social-media-for-bce-webinar-catch-up-here/ for a recording of our talk and supplementary guidance.

Published in: Education, Technology, Business

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  • 1. Social Media for Business and Community Engagement (BCE) Marc Dobson Andrew Stewart
  • 2. What is BCE? “...the relationships academic institutions create with external organisations and individuals.” (Netskills, 2011)
  • 3. 4 BCE Dimensions (Netskills, 2011)
  • 4. 4 BCE Dimensions Which of the following dimensions do you think your area of work falls into? A. Employer Engagement B. Knowledge Transfer/Exchange C. Lifelong Learning D. Public Engagement E. N/A
  • 5. What is Social Media? What makes social media different is its ability to use the Internet to allow for fast and effective two-way interaction to take place.
  • 6. Personal or Work
  • 7. Social Media across HE 98% Facebook Profile 100% Twitter Profile 98% LinkedIn Profile 97% YouTube account (Edwards, 2013)
  • 8. Social Media for BCE 3% Dedicated “Business” Facebook Page 22% Dedicated Twitter profile 51% Actively used their LinkedIn company profile (Edwards, 2013)
  • 9. Average audience size across HE Facebook fans: 27,600 Twitter followers: 9,500 LinkedIn followers: 3,700 YouTube subscribers: 935* *(Average video views were much higher – over 460, 000) (Edwards, 2013)
  • 10. Why Social Media? #1 Engagement #2 Transparency #3 Cost #4 Search (Facebook, 2013; Netskills, 2012; Twitter, no date; YouTube, no date) 1.19 billion 1 billion 230 million
  • 11. Tech Top Trumps: http://bit.ly/tech-top-trumps Location ‘‘Online distance learning makes complete sense for the future delivery of work- based learning, both from an operational and a financial point of view.’’ (Toole, 2011)
  • 12. Types of Social Media Blogs/Micro Blogs Social/Business Networks Image/Video Sharing Content Curation Slidecasts Webinars Social Gaming Mobile Apps Collaborative spaces Location-based Forums
  • 13. (McCaul, 2010; Jisc infoNet, 2012; Stewart, 2013) #1 Crowd-wisdom #2 Crowd-sourcing #3 Crowd-resourcing The Innovation Commons http://theinnovationcommons.co.uk
  • 14. Social Media Strategy Having a separate social media strategy can create an additional burden not only in terms of having to produce it in the first instance, but also in keeping it up to date, and ensuring its use within the institution.
  • 15. Social Media Strategy Does your department/organisation have a social media strategy? A. Integrated into other strategic documents B. We have a corporate social media strategy C. We have a departmental/service social media strategy D. We do not consider social media at a strategic level E. I don’t know
  • 16. Integration ...fundamentally, it’s about helping you to achieve your organisation’s strategic objectives.
  • 17. Define your audience #7 Inactives #6 Spectators #5 Joiners #4 Collectors #3 Critics #2 Conversationalists #1 Creators
  • 18. Roles and responsibilities (Gizmodo, 2013)
  • 19. Style and tone (Moth, 2013)
  • 20. Measurement 1# Quantitative e.g. aims, engagement, and cost. 2# Qualitative e.g. feedback, recommendations, and references.
  • 21. Any questions/comments so far? Raise your hand and use the microphone, or ask a question in the chat window. Remember to start your question in the chat window with ‘Q’
  • 22. Social Media Guidance “Social media isn't something that you "do", instead you have to "be" social.” (Peter Thompson, 2013)
  • 23. Content ● Of interest to your audience ● On topic ● Keep it brief ● Use of multimedia ● Opportunities for your audience to interact
  • 24. Frequency ● How often to communicate? ● Making communication a habit ● Am I repeating myself?
  • 25. Scheduling ● Lining up your content ● Automated posting - If That Then This ● When’s the best time?
  • 26. Scheduling - be careful!
  • 27. When are you most receptive? AM PM
  • 28. Managing accounts ● Passwords ● What if you’re not around? ● Profiles ● Manage expectations
  • 29. Managing accounts
  • 30. Know your tools ● Get to grips with the platforms ● Try them out first ● Good practice ● Only use what’s effective
  • 31. Archiving social media content ● Often offered by social media platforms ● Can allow for analysis of data ● Useful for tracking development of social media activity over time
  • 32. Use of social media in BCE “Partnership is a two-way thing. And exploiting web technologies means institutions can have a much enhanced impact both within a locality and beyond” Simon Whittemore, Jisc
  • 33. Alumni Engagement - why? ● http://mashable.com/2009/07/23/alumni-social-media/ Helping Alumni Find Jobs Providing Tools To Spread Information Collaboration and Connecting With Students Alumni-Generated Content Fundraising: From E-mails to Tweets Promoting Alumni Networks Training Alumni To Use Social Media Mobile Reunions Meeting Alumni Where They're At Connecting The Dots: Google Maps
  • 34. Alumni Engagement - benefits ● Supporting recruitment of prospective students ● Reduced print costs ● Increased engagement ● Re-engagement with ‘lost’ Alumni
  • 35. AGENT Project - Mentoring ● Mentors and mentees using Facebook, Twitter, LinkedIn ● Focus on employability
  • 36. Blogs for Alumni Engagement
  • 37. Storify
  • 38. Storify Feed at Newcastle
  • 39. Open Education Resources "The great promise of technology in education was to provide cost-effective access to a high quality education experience, and that's what OER is doing for us" Martin Bean, Vice Chancellor, Open University.
  • 40. Open University - SocialLearn ● OpenLearn has existed for some time to make OU content available to the public ● Social justice mission - policy to openly release 5%+ of content ● Over 600 courses available (2012) ● SocialLearn built to harness the power of social networking to allow users to control what and how they learn ●
  • 41. Digital storytelling ● Narrative based videos ● Short ● Images and text ● Recorded voiceover ● Music and Video (keep it to a minimum) “Stories are about how we experience things, and now about how they actually are” (Dr Chris McKillop, 2004)
  • 42. Public Engagement - Pi Day Live
  • 43. Questions and Answers Raise your hand and use the microphone, or ask a question in the chat window. Remember to start your question in the chat window with ‘Q’
  • 44. Useful Links We’ve produced a Google Doc with resources mentioned in today’s session, plus more useful links.
  • 45. Thank you! We hope you enjoyed today’s webinar - we would appreciate your feedback References are available on the following slide. To save the slides from today click on save, whiteboard or they are available at https://www.surveymonkey. com/s/sm4bce-feedback A recording of the webinar will be made available shortly - the link will be circulated to registered participants
  • 46. References Edwards (2013) http://bit.ly/sm4bce-coventry Facebook (2013) http://newsroom.fb.com/Key-Facts Gizmodo (2013) http://bit.ly/gizmodo-hmv Jisc infoNet (2012) http://www.jiscinfonet.ac.uk/infokits/kt/ McCaul (2010) http://bit.ly/leeds-collab-tools Moth (2013) http://bit.ly/moth-fails Netskills (2011) http://bit.ly/BCE-AE Netskills (2012) https://www.netskills.ac.uk/share/file/988 Perry (2012) http://bit.ly/surrey-alumni Stewart (2013) http://bce.jiscinvolve.org/wp/2013/11/13/national-innovation-commons/ Toole (2011) Social media: key tools for the future of work-based learning Twitter (no date) https://about.twitter.com/company YouTube (no date) http://www.youtube.com/yt/press/en-GB/statistics.html

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