HootSuite University - Newhouse Case Study

Case Study: Syracuse UniversityTeaching Social Media to Digital NativesIntroductionSyracuse University’s S.I. Newhouse School of Public Communications isrecognized as one of the most prestigious communications schools in theUnited States. By adapting to today’s rapidly changing media landscape,and innovating in the classroom, the Newhouse faculty is preparing theirstudents across all majors to be industry leaders in today’s demandingjob market.With small-to-medium-sized businesses doubling their social media advertisingbudget in 2012, experience in social media is not only in high demand forstudents entering the workforce, but also required by many employers.professionals, HootSuite University created the Higher EducationProgram, which launched in January of 2012 with Newhouse School.Dr. William J. Ward, Social Media Professor at Newhouse, adopted theprogram to increase students’ professional social media skills, becomingThe ChallengeThe goal of integrating the Higher Education Program into Dr. Ward’sNewhouse curriculum was to prepare and empower his students with thesocial media skills and savvy that the industry demands by providing The 90-day Higher Educationthe hands-on experience needed to understand and manage social media Program provided studentsfor business. with free access to HootSuite University, HootSuite Pro, andDr. Ward focused on higher level social concepts and strategies, while HootSuite Certification, giving them powerful credentials toHootSuite University provided the supplemental content, support, and take into the workforce.experience needed to keep up with the rapidly changing social andtechnical landscape. 1

Case Study: Syracuse UniversityAchieving Success Last year, 79% of 2,100In order to accomplish the goal of setting up his students for social media companies surveyed bysuccess, it was important for Dr. Ward to consider the pace of HootSuite Harvard Business ReviewUniversity’s content when planning his curriculum. reported that they were either using or planningThe integration of online learning into higher education does not replace to use social media, whiletraditional, in-class teaching and discussion. Through thoughtful planning, only 12% felt that they were using it effectively. Furthermore, less than one-complemented Dr. Ward’s existing curriculum. quarter were using analytic tools to track the success ofDue to the self-directed nature of HootSuite University’s online learning, their social media efforts.accountability was extremely important in order to ensure activestudent participation. Each week, Dr. Ward counted assigned tweets,tracked hashtags, and ran analytics using HootSuite in order to quantifystudent participation.hashtags, and research to go along with it, suddenly social mediabecomes work,” explains Dr. Ward, “which is new for them.”By integrating this additional online learning, student participation isexams. Evaluation of student success broadens to encompass ongoingengagement both in the classroom and online.The ResultsIntegrating HootSuite University’s Higher Education Program into theNewhouse classroom not only increased students’ understanding andknowledge of social media for business, but also enabled hands-on,practical learning, which further prepared them for the workforce. It also Interested in participatingthem a step above the rest in the competitive job market. in HootSuite University’s Higher Education program? Visit library.hootsuite.com/ forms/higher-education. Sign up for more information on how we can collaborate with you to bring HootSuite University into your classroom! 2

Case Study: Syracuse University80% of the Newhouse students surveyed found the integration ofHootSuite and HootSuite University in their class extremely helpful in Each week, Dr. Wardadvancing their social media education, while 100% responded that they assigned his students “Tofeel better prepared to use social media professionally. Do” lists, which included HootSuite University content, for example:use HootSuite to maintain my online presence.” says Alex Perez, one of Watch LinkedIn100Dr. Ward’s Newhouse students. courseware webinar and take corresponding examOnline education is no longer an experiment. Harvard and MIT recently Watch Lecture Series on How to Strategically Growlike Stanford and Yale are exploring online learning, demonstrating a Your LInkedIn Networkdigital shift within higher education. with John Hill“The future of higher education lies with industry partnerships,” says Dr. Send out three tweetsWard, “If we want to teach our students current, hands-on, practical skills, using the hashtags #NewhouseSM4third party objectivity from an industry leader is huge.” #Week4LinkedIn Monitor this hashtag andWhat is HootSuite University? track analytics using the HootSuite Dashboard Attend LinkedIn guestin class education on HootSuite and social media for all levels of learning, speaker and participate infrom the social novice to industry-leading professionals. class discussionStudents enjoy access to ongoing social media education through agrowing library of courseware and Lecture Series featuring industrythought leaders, while staying current with a social media jobs board and learn.hootsuite.com. Learn More For more information on HootSuite University’s Higher Education Program: Visit: library.hootsuite.com/forms/higher-education HootSuite University in the classroom Follow us on Twitter: @HootSuite_U 3

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HootSuite University - Newhouse Case Study

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