EDLD 590 SocialMedia in HE/SAElizabeth Broughton, ProfessorEric Heilmeier, UM Manager,Campus Information Centers
Agenda Introductions Developing, creating, and planning social media (use #edldsm12) Discussion with Dr. Junco Professional/Personal Digital Identity Social Media analytics Parking Lot discussion Case Studies
TWO CONCEPTS Roger’s Innovation Adoption Curve GROUNDSWELL
Authors Charlene Li & Josh BernoffOriginally written in 2007, expanded & revised in 2011
Simply put, Groundswell is a Groundswell is social trend insocial trend in which people which people use technology use technology to get the to get the things they needthings they need from each from each other, rather than from traditional institutions. other, rather than from traditional institutions like corporations.
PEOPLE TECHNOLOGY ECONOMICS WHAT IS Groundswell GROUNDSWELL Collision of Three Forces IN STUDENT AFFAIRS?? Any Forces??
Powerful Groundswell Tools Social Technographics Profile* POST method –systematic process for social media plan 5 Strategies in groundswell Listening Talking Energizing Supporting Embracing
Developed by Forrester researchFiguring out where your audience is on the “ladder”Using the information to better define your goalsUsing the information to better decide on technology
So how do we work with our students to create the Groundswell, andmore importantly, create unique opportunities for involvement—POST PEOPLE Who is our audience? Assess audience’s social activities? OBJECTIVES What do we want to accomplish? Goals, talking with groundswell. How do you want the relationship STRATEGY with students to change? Measure. TECHNOLOGY What applications/technology should you build?
Special Guest Dr. Rey Junco (@reyjunco) http://www.reyjunco.com Professor at Lack Haven University Conducts research on how social media and other technologies (such as Facebook, Instant Messaging, Blogs, Twitter, and Cell Phones) impact the psychosocial development of college students. Particularly interested in how technology can be used to enhance student academic success and engagement.
Discuss—Digital/virtual IdentityCreating YOUR digital Identity What is a Digital Identity How to create your own How to manage/monitor Issues w/ privacy
Social Media & Student Development Involvement requires •Obviously students are using social sitesphysical and psychological •Students use social sites to remain connected to families and friends, thus helping energy them perform better at college •Some students are only on Facebook or Twitter and only check it while on theInvolvement occurs along a computer, others are more invested and monitor their presence almost all the time.continuum •Some people dont participate in groups/pages while other contribute to causes they find important •Quantitative - We can measure how many students visit our sites or join our fan Involvement has pages, and get an idea of when they are interacting with us throughquantitative and qualitative insights/analytics •Qualitative - this needs to be explored more, but can so easily through focus features groups and conversationsDevelopment is proportional •Researchers such as Rey Junco (Lake Haven University) is doing some really interesting work around how social technology can enhance to quantity and quality of students academic performance and engagement. involvementEducational effectiveness is •How can student affairs professional better work with students who arent related to capacity to living in the Student Union, or arent the leaders/presidents of every major organization on campus. But still want to be involved with us through via increase involvement the internet and social networking sites?
This is the utopia of Creators our social media Though it sounds strategy. Let our Conversationalists students create the These are the student bad, critics are an who you know. The Critics important part of content, and drive ones who are our any social media the conversation. Students continually allies (whether they Collectors strategy. They often Not only are we evaluate their options. know it or not), the creating an Students taking the challenge us to be Joiners What has the best best thing that can educational and time join, or follow better, or we programs/services.. happen is that our engaging Students who your content is an challenge them to Spectators Use these students talk to each opportunity for our only watch or important step. think critically knowledgeable other, these students about a program or audience, but alsoIMPORTANT: visit your site(s) Often times students to create Inactive students have to start that dialogue. a question we pose. for our studentsDon’t forget to are an important new programs and who are creating decide what Either through Critics don’t alwaysask students to number to know. ideas. Utilizing their posting their own information they criticize either, they the content Qualitative data knowledge will create comments orbe involved want to receive, as are active on our (pictures, videos, will enforce what one more opportunity answering ours, they to reduce overload. walls and feeds in blogs, websites, your strategy is for engagement. Don’t ruin the trust. make other students general. polls, etc) doing. feel comfortable to participate. Involvement refers to the Investment of psychological and physical energy Involvement occurs along a continuum Involvement has both quantitative and qualitative aspects Development is proportional to involvement Educational effectiveness is related to the capacity to increase involvement
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