Social Media for Business and
Community Engagement (BCE)
Marc Dobson
Andrew Stewart
What is BCE?
“...the relationships academic institutions
create with external organisations and
individuals.”
(Netskills, ...
4 BCE Dimensions
(Netskills, 2011)
4 BCE Dimensions
Which of the following dimensions do you think your
area of work falls into?
A. Employer Engagement
B. Kn...
What is Social Media?
What makes social media different is its ability
to use the Internet to allow for fast and
effective...
Personal or Work
Social Media across HE
98% Facebook Profile
100% Twitter Profile
98% LinkedIn Profile
97% YouTube account
(Edwards, 2013)
Social Media for BCE
3% Dedicated “Business” Facebook Page
22% Dedicated Twitter profile
51% Actively used their LinkedIn ...
Average audience size across HE
Facebook fans: 27,600
Twitter followers: 9,500
LinkedIn followers: 3,700
YouTube subscribe...
Why Social Media?
#1 Engagement
#2 Transparency
#3 Cost
#4 Search
(Facebook, 2013; Netskills, 2012; Twitter, no date; YouT...
Tech Top Trumps: http://bit.ly/tech-top-trumps
Location
‘‘Online distance
learning makes
complete sense for the
future del...
Types of Social Media
Blogs/Micro Blogs Social/Business Networks
Image/Video Sharing Content Curation
Slidecasts Webinars
...
(McCaul, 2010; Jisc infoNet, 2012; Stewart, 2013)
#1 Crowd-wisdom
#2 Crowd-sourcing
#3 Crowd-resourcing
The Innovation Com...
Social Media Strategy
Having a separate social media strategy can
create an additional burden not only in terms
of having ...
Social Media Strategy
Does your department/organisation have a social media
strategy?
A. Integrated into other strategic d...
Integration
...fundamentally, it’s about helping
you to achieve your organisation’s
strategic objectives.
Define your audience
#7 Inactives
#6 Spectators
#5 Joiners
#4 Collectors
#3 Critics
#2 Conversationalists
#1 Creators
Roles and responsibilities
(Gizmodo, 2013)
Style and tone
(Moth, 2013)
Measurement
1# Quantitative
e.g. aims, engagement, and cost.
2# Qualitative
e.g. feedback, recommendations, and
references.
Any questions/comments so far?
Raise your hand and use the microphone, or
ask a question in the chat window.
Remember to s...
Social Media Guidance
“Social media isn't something that you "do",
instead you have to "be" social.”
(Peter Thompson, 2013)
Content
● Of interest to your audience
● On topic
● Keep it brief
● Use of multimedia
● Opportunities for your audience to...
Frequency
● How often to communicate?
● Making communication a habit
● Am I repeating myself?
Scheduling
● Lining up your content
● Automated posting - If That Then This
● When’s the best time?
Scheduling - be careful!
When are you most receptive?
AM PM
Managing accounts
● Passwords
● What if you’re not around?
● Profiles
● Manage expectations
Managing accounts
Know your tools
● Get to grips with the platforms
● Try them out first
● Good practice
● Only use what’s effective
Archiving social media content
● Often offered by social media platforms
● Can allow for analysis of data
● Useful for tra...
Use of social media in BCE
“Partnership is a two-way thing. And exploiting
web technologies means institutions can have
a ...
Alumni Engagement - why?
●
http://mashable.com/2009/07/23/alumni-social-media/
Helping Alumni Find Jobs Providing Tools To...
Alumni Engagement - benefits
● Supporting recruitment of prospective students
● Reduced print costs
● Increased engagement...
AGENT Project - Mentoring
● Mentors and mentees using Facebook, Twitter,
LinkedIn
● Focus on employability
Blogs for Alumni Engagement
Storify
Storify Feed at Newcastle
Open Education Resources
"The great promise of technology in education
was to provide cost-effective access to a high
qual...
Open University - SocialLearn
● OpenLearn has existed for some time to make OU
content available to the public
● Social ju...
Digital storytelling
● Narrative based videos
● Short
● Images and text
● Recorded voiceover
● Music and Video (keep it to...
Public Engagement - Pi Day Live
Questions and Answers
Raise your hand and use the microphone, or
ask a question in the chat window.
Remember to start your...
Useful Links
We’ve produced a Google Doc with resources
mentioned in today’s session, plus more
useful links.
Thank you!
We hope you enjoyed today’s webinar - we would appreciate your feedback
References are available on the followi...
References
Edwards (2013) http://bit.ly/sm4bce-coventry
Facebook (2013) http://newsroom.fb.com/Key-Facts
Gizmodo (2013) ht...
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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 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.

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Social media for business and community engagement

  1. 1. Social Media for Business and Community Engagement (BCE) Marc Dobson Andrew Stewart
  2. 2. What is BCE? “...the relationships academic institutions create with external organisations and individuals.” (Netskills, 2011)
  3. 3. 4 BCE Dimensions (Netskills, 2011)
  4. 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. 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. 6. Personal or Work
  7. 7. Social Media across HE 98% Facebook Profile 100% Twitter Profile 98% LinkedIn Profile 97% YouTube account (Edwards, 2013)
  8. 8. Social Media for BCE 3% Dedicated “Business” Facebook Page 22% Dedicated Twitter profile 51% Actively used their LinkedIn company profile (Edwards, 2013)
  9. 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. 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. 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. 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. 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. 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. 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. 16. Integration ...fundamentally, it’s about helping you to achieve your organisation’s strategic objectives.
  17. 17. Define your audience #7 Inactives #6 Spectators #5 Joiners #4 Collectors #3 Critics #2 Conversationalists #1 Creators
  18. 18. Roles and responsibilities (Gizmodo, 2013)
  19. 19. Style and tone (Moth, 2013)
  20. 20. Measurement 1# Quantitative e.g. aims, engagement, and cost. 2# Qualitative e.g. feedback, recommendations, and references.
  21. 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. 22. Social Media Guidance “Social media isn't something that you "do", instead you have to "be" social.” (Peter Thompson, 2013)
  23. 23. Content ● Of interest to your audience ● On topic ● Keep it brief ● Use of multimedia ● Opportunities for your audience to interact
  24. 24. Frequency ● How often to communicate? ● Making communication a habit ● Am I repeating myself?
  25. 25. Scheduling ● Lining up your content ● Automated posting - If That Then This ● When’s the best time?
  26. 26. Scheduling - be careful!
  27. 27. When are you most receptive? AM PM
  28. 28. Managing accounts ● Passwords ● What if you’re not around? ● Profiles ● Manage expectations
  29. 29. Managing accounts
  30. 30. Know your tools ● Get to grips with the platforms ● Try them out first ● Good practice ● Only use what’s effective
  31. 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. 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. 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. 34. Alumni Engagement - benefits ● Supporting recruitment of prospective students ● Reduced print costs ● Increased engagement ● Re-engagement with ‘lost’ Alumni
  35. 35. AGENT Project - Mentoring ● Mentors and mentees using Facebook, Twitter, LinkedIn ● Focus on employability
  36. 36. Blogs for Alumni Engagement
  37. 37. Storify
  38. 38. Storify Feed at Newcastle
  39. 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. 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. 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. 42. Public Engagement - Pi Day Live
  43. 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. 44. Useful Links We’ve produced a Google Doc with resources mentioned in today’s session, plus more useful links.
  45. 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. 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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