Social media in higher education and business – what can we learn?


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Social media in higher education and business - what can we learn? Presentation on November 24, 2011 at seminar "Future challenges in learning and knowledge transfer" organized by project Nordic Knowledge on the Web, a co-operation project between universities in Vaasa, Finland, Umeå/Sweden and Bodö/Norway.

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Social media in higher education and business – what can we learn?

  1. 1. Social media in higher educationand business – what can we learn?Miia Äkkinen, PhD StudentAalto University School of EconomicsInformation Systems SciencePresentation on seminar: @miiaakkinenNordic Knowledge on the Web November 24, 2011
  2. 2. Defining social mediaKaplan & Haeinlein (2010),Business Horizons:Social media = a group ofInternet-based applications SOCIAL ORGANIZATIONthat build on the ideologicaland technological foundationsof Web 2.0, and that allow thecreation and exchange ofuser-generated content. SOCIAL SOFTWARE
  3. 3. Defining social media In the spirit of BPR, let’s not forget the tools: Social media = a new culture of openness, sharing and collaboration IT Business SOCIAL ORGANIZATION
  4. 4. Defining social media
  5. 5. Fish where the fishes are. Can you afford not to participate?Pihla 5 years
  6. 6. Social Business
  7. 7. Social Business
  8. 8.
  9. 9. Testing Yammerat project NKW
  10. 10. Greetings from 1990’s: Why use World Wide Web?  PR, marketing, advertising  Sales  R&D  Communication  CollaborationCockburn & Wilson (1996)
  11. 11. Differences EDUCATION BUSINESSin business ICT and social High skills Low – highand higher media skills andeducation use amongin the customerscontext of Top management High support Low – highsocial media supportenvironment Government High support Lower support Social Media Teacher’s choice, Customer’s Adoption students have to choice, use use or not to use Main focus Education ROI Social media Educational and Communication objectives pedagogical Marketing aligned with objectives
  12. 12. What business can learn from highereducation?• Projects on ICT & learning, eLearning, support centers, EduLabs, user training• Top management support• Collaboration networks• Experiences and best practises shared• Facebook is not the only choice
  13. 13. What higher education can learn frombusiness?• Public dialogue with customers• Marketing and communication of results• Brand communities – Crowdsourcing - Customer support• Personal brand, online presence of experts• Process thinking, from single experiments of a lecturer to organization-wide processes• Roadmaps, goals and metrics
  14. 14. Case: LäikeResearch project on leadershipat the department of mgmt,University of Vaasa
  15. 15. How to proceed?• Benchmarking• How social media can help you in achieving your goals?• Know your audience• Check your resources (time!)• Content strategy• Select appropriate tools and platforms• Define goals and metrics for social media• Social media policy (from ”behave smart” to several pages)• Train users
  16. 16. Picture on Media House’s Facebook page Nov 23, 2011
  17. 17. Thanks – let’s discuss more! • • • • •