Social Media in the University Context


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A panel of OSU faculty discusses how they use social media in the university context.

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Social Media in the University Context

  1. 1. DESIGN FOR THE WEB OSU Spring Training, 2011 Social Media Rachel Beck, Weston Miller, Robin Rosetta, Nicole Strong, Chris LaBelle
  2. 2. DESIGN FOR THE WEB What is Social Media? Social Media are media for social interaction , using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue (Wikipedia). Keywords: Interactive, blended technologies, affiliation and community building, access, grass roots
  3. 3. DESIGN FOR THE WEB <ul><li>Some Social Media Categories </li></ul><ul><li>Blogging </li></ul><ul><li>Instant Messaging (IM) </li></ul><ul><li>Video repository </li></ul><ul><li>Social networks </li></ul><ul><li>Bulletin boards </li></ul><ul><li>Ranking & comments </li></ul><ul><li>Photo repository </li></ul><ul><li>Microblogging </li></ul><ul><li>Place-based reporting </li></ul><ul><li>Virtual worlds </li></ul><ul><li>Gaming </li></ul><ul><li>Surveys </li></ul>
  4. 4. DESIGN FOR THE WEB Some Luminaries Michael Wesch – KU State Clay Shirkey – NYU Andrew Keen – Cult of the Amateur Wael Ghonim – Egyptian Facebook Employee Harold Jarche – Networks and Learning Chris Anderson – The Long Tail
  5. 5. DESIGN FOR THE WEB Social Media and Change &quot;Our revolution is like Wikipedia , okay? Everyone is contributing content, [but] you don't know the names of the people contributing the content. This is exactly what happened. Revolution 2.0 in Egypt was exactly the same. Everyone contributing small pieces, bits and pieces. We drew this whole picture of a revolution. And no one is the hero in that picture.“ Wael Ghonim
  6. 6. DESIGN FOR THE WEB The University Context <ul><li>Reaching more people with less effort </li></ul><ul><li>Reaching the right people regardless of effort </li></ul><ul><li>Newer audiences and preference </li></ul><ul><li>Older audiences and changing preference </li></ul><ul><li>Marketing (PBO, branding, mindshare) </li></ul><ul><li>Notification systems (crops, fires, pests,etc.) </li></ul><ul><li>Maximizing volunteer activity (crowdsourcing, group management) </li></ul>
  7. 7. DESIGN FOR THE WEB Extension’s Situation <ul><li>Perception matters for businesses </li></ul><ul><li>Perception really matters for Extension </li></ul><ul><li>Our world has virtualized and is mobile </li></ul><ul><li>Farmers and AG use tech just like everyone else </li></ul>
  8. 8. DESIGN FOR THE WEB Soul Searching…. <ul><li>What are the implications for Extension if we do not weave social media into our communication activity? What opportunities will we miss? </li></ul><ul><li>How much time does it actually take? Is this going to create more work for me without sufficient ROI? </li></ul><ul><li>How do we share the work in our group? Should or can everyone contribute equally? </li></ul>
  9. 9. DESIGN FOR THE WEB Recognize this vehicle?
  10. 10. DESIGN FOR THE WEB The Main Point…. <ul><li>What is your professional objective and will social media tools help you meet that objective? Distance Education and Back to the Future i.e. Vehicle analogy, media affect and the stirrup “Mere vehicle” (Clark, 1983) “Inherent possibilities” of the stirrup (Finn,1964) </li></ul>
  11. 11. DESIGN FOR THE WEB Adoption Social factors Vision of leadership Level of democracy Benefit derived
  12. 12. DESIGN FOR THE WEB Hi, my name is Nicole.
  13. 13. DESIGN FOR THE WEB <ul><li>I Use Social Media for: </li></ul><ul><li>Efficient Outreach </li></ul><ul><li>Community Management </li></ul><ul><li>Peer-to-Peer Learning </li></ul><ul><li>Professional Networking </li></ul><ul><li>Creativity/Service </li></ul>
  14. 14. DESIGN FOR THE WEB Efficient Outreach: 600 people in 1 click
  15. 15. DESIGN FOR THE WEB Listservs: Spend about 30 min/week sending emails More time spent (thankfully not by me!) keeping database up- to-date Impact: Save $$ - About $1000/year for newsletter $1500/year for advertising
  16. 16. DESIGN FOR THE WEB Community Management: website
  17. 17. DESIGN FOR THE WEB Community Management: Blog
  18. 18. DESIGN FOR THE WEB Websites + Blogs: Spend about 1 hour/month on website Spend about 2 hours/month on blog Impact Measurements: Hits/month Attendance at programs
  19. 19. DESIGN FOR THE WEB Peer “2” Peer Learning
  20. 20. DESIGN FOR THE WEB <ul><li>Peer Communities: </li></ul><ul><li>Not quite caught on YET among forest landowners </li></ul><ul><li>Need regular moderation / stimulation (which I am not doing well) </li></ul><ul><li>Ning is just one more thing to join, switching to Facebook soon. </li></ul><ul><li>I have faith in this tool! </li></ul>
  21. 21. DESIGN FOR THE WEB Professional Networking / Outreach
  22. 22. DESIGN FOR THE WEB <ul><li>Professional Networking: (Twitter) </li></ul><ul><li>Spend about 1 hour month on this </li></ul><ul><li>Mayor Sam Adams (or his staff) knows what I (and Extension) am up to! </li></ul><ul><li>Increased exposure = increased grant support opportunities </li></ul><ul><li>Great way to learn about other programs/find collaborators </li></ul><ul><li>It’s like reading 30 newspapers! </li></ul>
  23. 23. DESIGN FOR THE WEB Creativity / Service
  24. 24. DESIGN FOR THE WEB <ul><li>Creativity/Service: </li></ul><ul><li>Can do it whenever the spirit moves me </li></ul><ul><li>It’s nice to ruminate on something other than forestry sometimes…. </li></ul><ul><li>Increases awareness of Extension and rural issues among a whole new demographic </li></ul>
  25. 25. DESIGN FOR THE WEB <ul><li>In Summary: </li></ul><ul><li>This does not have to be daunting (~ 7 hours/month, less than email!) </li></ul><ul><li>My advice to you before you jump on the bandwagon: </li></ul><ul><li>Articulate your objectives in advance </li></ul><ul><li>Pick the right tool for your objectives </li></ul><ul><li>Put it in your plan of work </li></ul><ul><li>Think about how you are going to monitor success – in advance </li></ul><ul><li>Have fun with it! </li></ul>
  26. 26. DESIGN FOR THE WEB <ul><li>Going Social </li></ul><ul><li>Utilizing Social Media for Extension Outreach </li></ul>
  27. 32. Strategy DESIGN FOR THE WEB <ul><li>New audiences </li></ul><ul><li>Timely </li></ul><ul><li>Awareness </li></ul><ul><li>Engaging </li></ul><ul><li>“ Push” </li></ul><ul><li>Multiplier effect </li></ul><ul><li>Interactive </li></ul>Not the same audiences. The Medium is the Message Nearly instant communication Educate stakeholders about my activities, Science Education Use lighter tone, integrate diverse media, art, music Use media outlets to direct recipients Retweet and Share Replies and Comments
  28. 33. DESIGN FOR THE WEB Lessons Learned <ul><li>Restraint </li></ul><ul><li>Time commitment </li></ul><ul><li>Multi-purpose vs. multi-task </li></ul><ul><li>Evaluation and impact measurement </li></ul><ul><li>Innovate </li></ul>
  30. 36. <ul><li>Word Press for volunteer content development </li></ul>DESIGN FOR THE WEB
  32. 38. <ul><li>Email plant problem intake form w/ picture upload </li></ul>DESIGN FOR THE WEB