'Don’t affect the share price': social media policy in HE as reputation management

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'Don’t affect the share price': social media policy in HE as reputation management

  1. 1. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 TitleDont affect the shareprice:Social media policy in higher education asreputation management
  2. 2. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 IntroductionIntroduction•analysis of social media policies from 14UK HEIs•policy text analysis•what do these policy texts reveal aboutUK HE?
  3. 3. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 IntroductionThere are said to be certain Buddhistswhose ascetic practices enable them tosee a whole landscape in a bean.(Barthes 1974: p.3)
  4. 4. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 My main pointsMy main points•enhance brand/protect reputation•blur lines between corporatecommunication and L&T advice•marketing- rather than pedagogy-driven•more about control than guidance•‘new managerialism’ (Deem 1998)
  5. 5. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 What is social media ?Social media and brand building
  6. 6. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012Social media: easy to get wrong
  7. 7. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Getting social media wrong 1Getting social media wrong 1
  8. 8. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Getting social media wrong 2Getting social media wrong 2
  9. 9. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Some repliesSome replies …
  10. 10. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Some repliesSome more replies …
  11. 11. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 The Ringmar AffairThe Ringmar affairMy mistake was to use the freedom of speechto discuss the institution itself – the LSE andEnglish academia. Freedom of speech is fine[…] but only as long as speaking freely did notdeter prospective students from applying. Inan era of commercialized education, the limitsto freedom of speech are set by the market.(Ringmar 2007: 44)
  12. 12. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Don’t affect the share priceDon’t affect the share price?The simple rule for everyone should bedont affect the share price, no matter whattechnology you are using.Derek MorrisonAssociate Head of e-Learning, HEA
  13. 13. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 My questionsMy questions•Who was responsible for creating policy?•Did this inform policy aims and language?•What are the policy aims?•What is the rationale for the policy?•What are the policy ‘levers’?
  14. 14. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 MethodologyMethodology?•Critical Discourse Analysis (CDA) the‘inspiration’•‘“critical” implies showing connections andcauses that are hidden’ (Fairclough 1992:9)
  15. 15. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 My corpus of policy textsMy corpus of policy texts•convenience sampling•purposive, nonprobability sampling?  England, Scotland and Wales  chartered in C19th (Durham)  red brick (Bristol)  plate glass (Essex)  post ‘92 (LJMU)
  16. 16. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012q. 1: who created policy?
  17. 17. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Location of policyLocation of policyMarketing (7/14) HR (3/14) Other (4/14)Aberystwyth University University of Central Heriot Watt University LancashireUniversity College London Durham University University of EssexUniversity of Glamorgan University of Surrey Open UniversityUniversity of Huddersfield Robert Gordon UniversityUniversity of LeicesterLiverpool John MooresUniversityOxford Brookes University
  18. 18. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012q. 2: does this inform policy?
  19. 19. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Example from marketingExample from marketingIt is important to be mindful that we mayattract negative as well as positive comments.Correct handling of such comments can serveto promote LJMU as a responsive, helpfulorganisation that aims for high levels ofcustomer service [emphasis mine].Liverpool John Moores University
  20. 20. Example from HRExample from HR departmentAn individual is free to talk about theUniversity. However instances where theUniversity is brought into disrepute mayconstitute misconduct or gross misconductand disciplinary action will be applied[emphasis mine].University of Surrey
  21. 21. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 University of EssexUniversity of Essex policy•to encourage good practice•to protect the University, its staff and students•to clarify where and how existing policies andguidelines apply to social media•to promote effective and innovative use ofsocial media as part of the Universitysactivities
  22. 22. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012q. 3: What is the rationale?
  23. 23. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Brand management 1Brand management 1Social media presents an opportunity butalso a challenge for brand and reputationmanagement [emphasis mine].University of Leicester
  24. 24. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Brand management 2Brand management 2An organisation’s brand is moving from beingwhat it says it is on its website or in its advertsand brochures to being what its customers (orthose who have experienced the company) sayit is and tell other people it is. Frequently thearena for these conversations comprises […]social media tools and technologies …Open University
  25. 25. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Control of messagesControl of messagesIt is important […] that OU engagement isundertaken with a common voice[emphasis mine] and does not contribute aplurality of, or conflicting, messages.Open University
  26. 26. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012q. 4: what are the policy aims?
  27. 27. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Promote and protectPromote and protectThe purpose of the social media policy isto promote the interests [emphasis mine]of the University of Glamorgan within therealms of social media whilst protectingthe integrity of the University [emphasismine] ...University of Glamorgan
  28. 28. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Reputation management 1Reputation management 1The purpose of this guidance is to protectthe reputation [emphasis mine] ofemployees of Durham University and theUniversity as a whole from abuse via staffusage of social networking and personalinternet sites.Durham University
  29. 29. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Reputation management 2Reputation management 2In order to promote student and staffsafety and reduce legal, operational,financial and reputational risk [emphasismine] to the University, all staff who useWeb 2.0 services are responsible forcompliance with this policy.Heriot-Watt University
  30. 30. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012q. 5: what are the policy levers?
  31. 31. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Disciplinary action 1Disciplinary action 1… you are free to talk about UCLan on yoursite. However, you must avoid bringing theUniversity into disrepute in any way, as thismay constitute gross misconduct as listed inthe Disciplinary Procedure in the staffhandbook.University of Central Lancashire (UCLAN)
  32. 32. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Disciplinary action 2Disciplinary action 2Anybody is free to talk about the University onsocial media sites. However, please be awarethat disparaging or untrue remarks which maybring the University, its staff or students intodisrepute may constitute misconduct anddisciplinary action may be applied.University of Huddersfield
  33. 33. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Disciplinary action 3Disciplinary action 3Staff whose use of Web 2.0 services, whetherfor work or private use, exposes theUniversity to risk of legal liability, operational,financial or reputational loss may be subjectto disciplinary sanctions.Heriot-Watt University
  34. 34. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Social media users register 1Social media users register 1If you already have a social networking site orintend to initiate one which indicates in anyway that you work at UCLan you should informyour manager.University of Central Lancashire
  35. 35. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Social media users register 2Social media users register 2All proposals to establish new social mediapresences related to learning and teaching,with an anticipated life-span of under 4months, must be submitted to the SocialMedia Officer and where necessary reviewedby the Social Media Group.Aberystwyth University
  36. 36. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Social media users register 3Social media users register 3All new accounts to be set up on socialmedia sites including (but not exclusive to)Facebook, Flickr, Twitter and YouTube,should be approved by the Web Team beforethey are created. […]. Links fromwww.glam.ac.uk to unapproved Facebook orTwitter accounts will be removed.University of Glamorgan
  37. 37. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Social media users register 4Social media users register 4In particular any official University socialnetworking site/group must be approved bythe Universitys Social Media OverviewGroup. A central record will be kept of allapproved sites.University of Essex
  38. 38. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Social media users register 5Social media users register 5Get in touch with us! Let us know whatyouve set up: well add you to the list of UCLsocial media users on this site, and also try tokeep you up to date with central social mediadevelopments.University College London
  39. 39. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 ConclusionConclusion•alternative title: the presentation ofuniversities in everyday life•Erving Goffman (1959)•‘impression management’ – ‘front stage’•messy business of disagreement kept‘backstage’
  40. 40. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 The way forwardThe way forward?•less fear and defensiveness•a more ‘light touch’ approach•cross-departmental/faculty collaboration•close involvement of students and academicstaff
  41. 41. Tony McNeill, Principal Lecturer in Educational Technology I 12 September 2012 Robert Gordon UniversityRobert Gordon University

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