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.

1. Social media in higher education
and business – what can we learn?
Miia Äkkinen, PhD Student
Aalto University School of Economics
Information Systems Science
Presentation on seminar: miia.akkinen@aalto.fi @miiaakkinen
Nordic Knowledge on the Web November 24, 2011

2. Defining social media
Kaplan & Haeinlein (2010),
Business Horizons:
Social media = a group of
Internet-based applications SOCIAL ORGANIZATION
that build on the ideological
and technological foundations
of Web 2.0, and that allow the
creation and exchange of
user-generated content.
SOCIAL SOFTWARE
www.conversationprism.com

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. Defining social media

5. Fish where the fishes
are.
Can you afford not to participate?
Pihla 5 years

6. Social Business
http://www.dachisgroup.com/social-business-design/practice-areas/

7. Social Business
http://www.dachisgroup.com/social-business-design/practice-areas/

8. http://www.global-integration.com/resources/cartoons.html

9. Testing Yammer
at project NKW

10. Greetings from 1990’s:
Why use World Wide Web?
 PR, marketing,
advertising
 Sales
 R&D
 Communication
 Collaboration
Cockburn & Wilson (1996)

11. Differences EDUCATION BUSINESS
in business ICT and social High skills Low – high
and higher media skills and
education use among
in the customers
context of Top management High support Low – high
social media support
environment 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. What business can learn from higher
education?
• 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. What higher education can learn from
business?
• 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. Case: Läike
Research project on leadership
at the department of mgmt,
University of Vaasa

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. Picture on Media House’s Facebook page Nov 23, 2011

17. Thanks – let’s discuss more!
• miia.akkinen@aalto.fi
• www.facebook.com/meritext
• www.twitter.com/miiaakkinen
• http://www.meritext.fi
• http://fi.linkedin.com/in/miiaakkinen