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Beyond facebook presentation v4

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NAFSA Conference 2011: Vancouver
Beyond Facebook: Online International Communities

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Beyond facebook presentation v4

  1. 1. Noah Kuchins: San Francisco State University<br />Guido DeWilde: University of Amsterdam<br />Michelle Hall: Hofstra University<br />Beyond Facebook<br />Online International Student Communities<br />
  2. 2. A Social Revolution<br />
  3. 3. Social Media & Our Professional Lives<br />How Social Media Affects Us<br />Social Media Barriers<br />How Our Students Interact with Social Media<br />“Beyond Facebook”<br />How to Continue Innovating with Social Media<br />
  4. 4. Have you seen the movie “The Social Network”?<br />Three key ingredients for a successful online social network…<br />Foundations of a Social Network<br />
  5. 5. “The Social Network”<br /> Mark Zuckerberg, Sean Parker, Eduardo Saverin<br />Foundations of a Social Network<br />
  6. 6. “Finding new and old friends”<br />“Harvard email addresses”<br />“The Facebook”<br />Foundations of a Social Network<br />
  7. 7. Network Users<br />A typical Facebook user…<br />
  8. 8. Network Users<br />Levels of Participation<br />Creators<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />(Forrester, 2006)<br />
  9. 9. Network Users<br />Catering to Needs<br />Ask participants to build a network<br />Allow participants to suggest improvements<br />Give an option to write a wiki or article<br />Give an Option to Post a Photo<br />Give an Option to Leave a Comment<br />Give an option to vote or rate <br />Present Information for Reading<br />
  10. 10. Defining a Network’s Purpose<br />
  11. 11. Defining a Network’s Purpose<br />It’s More Important to Understand Behavior than Technology <br />Paul Adams: The Real Life Social Network v.2, San Francisco June 2010<br />
  12. 12. Defining a Network’s Purpose<br />Often, People do not Know What to do with the Things They Build<br />815,278 Likes<br />Great! Now what?<br />Paul Adams: The Real Life Social Network v.2, San Francisco June 2010<br />
  13. 13. Defining a Network’s Purpose<br />What are you doing?<br />I’m checking out the photos from last week!<br />I’m social networking!<br />I’m social networking!<br />Cited: The Real Life Social Network v.2<br />
  14. 14. Defining a Network’s Purpose<br />Social Networking is a Means to an End…<br />You Need to Understand What the End is<br />Cited: The Real Life Social Network v.2<br />
  15. 15. Defining a Network’s Purpose<br />When defining a network’s Purpose, it’s Important to think about:<br />Relevance 2.Immediacy<br />
  16. 16. Relevance: Who Would Join?<br />Define Your Target Market<br />Exchange Students<br />International Students<br />Study Abroad Students<br />Scholars<br />???<br />International<br />Study Abroad<br />Alumni<br />Exchange<br />
  17. 17. Immediacy: When are they joining?<br />How Close is Your User to the Group/Page/Message/Channel?<br />Exchange Students: Semester-Based Group<br />International Students: Graduating Class<br />Study Abroad: Length of Stay, Country, or Year<br />Prospective Students<br />
  18. 18. Immediacy + Relevance = Commitment<br />With a Defined Purpose, You Can Structure Your…<br />
  19. 19. Immediacy + Relevance = Purpose<br />Facebook Page<br />
  20. 20. Immediacy + Relevance = Purpose<br />Go Canucks!<br />
  21. 21. Immediacy + Relevance = Purpose<br />Facebook Group <br />
  22. 22. Immediacy + Relevance = Purpose<br />Twitter Feed<br />
  23. 23. Immediacy + Relevance = Purpose<br />YouTube Channel<br />
  24. 24. Defining a Network’s Purpose<br />
  25. 25. Feeder/Container Networks<br />Feeder/Container Group: <br />One large Group that feeds people in to other networks.<br />XYZ University Page<br />Spokes: Networks that naturally occur within larger networks<br />
  26. 26. Network Scaling<br />Number of Users<br />Interaction & Trust<br />>10,000<br />Low<br />5,000<br />1,000<br />< 250<br />High<br />
  27. 27. Building, Controlling and Monitoring<br />
  28. 28. Building, Controlling and Monitoring<br />Controlling your Network through Monitoring:<br />Can be Challenging! You can meet the Challenge!<br />Staff Commitment!<br />This component has to be a commitment that you and your staff are vested in.<br />It would be a new initiative, and may take some getting used to.<br />The Facebook Group or any new Network is to be monitored closely.  If students feel that the page is inactive, they will ignore postfrom your office!<br />
  29. 29. How Do We Monitor yourNetwork?<br />Link your Network to the Office Email!<br />You will see what people are posting immediately!<br />Have student staff review consistently!<br />Do not allow student workers to post ANYTHING without permission of Professional Staff!<br />You must Designate a Staff Member to Post comments at least 2-3 time a week.<br />Send Personal messages to your Students.<br />Building, Controlling and Monitoring<br />
  30. 30. Building, Controlling and Monitoring<br />There needs to comments on posts made by students on your page.<br />Solicit student generated content (eg. pictures, postings, videos, event links, blog links etc.)<br />Check to see who is online and take a moment to chat with them<br />Have Advertised open chat times.<br />This has to be marketed and students have to be prodded. We did this though MSN Messenger years ago and have adapted it to Facebook.<br />
  31. 31. Building, Controlling and Monitoring<br />The ways Hofstra University <br />Office of Multiculteral and International Student Programs usesFacebook:<br />Advertise social programs for the office.<br />International Student questions chat line.<br />Connect to other student groups and clubs.<br />Build on the original Facebook page and create groups for special events.<br />ex:  International Student Leadership Conference Group.  Students who went to the conference had a shared experience.  Students posted the pictures that they took on the trip.  The Facebook group became a forum for discussion and dialog on their shared experience.<br />
  32. 32. A social network for the Gothic and industrial subculture<br />Online language learning <br />Connect with old classmates <br />(in Russia and former Soviet republics)<br />For generalsocial purposes use a general technology<br />Technology that fits your purpose<br />
  33. 33. Facebook<br />Qzone<br />Habbo<br />Twitter<br />Windows Live Spaces<br />Bebo<br />Vkontakte<br />LinkedIn<br />Myspace<br />Orkut<br />…………………..640 Million Users<br />………………………..480 Million Users<br />……………………….200 Million Users<br />……………………….175 Million Users <br />…120 Million Users<br />………………………….117 Million Users<br />………………….110 Million Users<br />…………………….100 Million Users<br />…………………….100 Million Users<br />………………………..100 Million Users<br />Top 10 Most Widely-Used Social Networks<br />
  34. 34. Technology: Registration<br />Facebook, minimum age 13<br />Orkut, Google email address<br />Flickr, Yahoo email address<br />Mixi, invite only<br />Tuenti, invite only<br />
  35. 35. Technology: Country Specific<br />The Netherlands<br />16,6 million inhabitants<br />Hyves<br />10,9 million users<br />
  36. 36. Did We Miss Anything?<br />Dating Sites<br />Specially Developed Networks<br />Blackboard<br />CollegiateLink<br />OrgSync<br />Groupspace<br />iLearn<br />
  37. 37. To Like or Unlike?<br />Should we always use Facebook?<br />Helping international students integrate in social life on campus?<br />Facilitate psychological support for international students (culture shock)?<br />University marketing and outreach?<br />Apply for an exchange program?<br />
  38. 38. Trends, Models, and Limitations<br />
  39. 39. Integrating with Student Organizations<br />San Francisco State University:<br />International Education Exchange Council (IEEC)<br />
  40. 40. Using Targeted Groups<br />
  41. 41. IEEC Fall 2011 Group<br />
  42. 42. Fall 2011 Group Timeline<br />
  43. 43. 30 day Breakdown of Comments<br />
  44. 44. What Do They Ask About? First 30 Days… <br />
  45. 45. Advising Outgoing Exchange Students<br />Blackboard<br />Advising tool for students going on exchange<br />Step-by-step guide<br />Discussion boards and emailing groups for specific locations<br />Hyves is disappearing, Facebook is Growing<br />Why not use Facebook?<br />Blackboard<br />Advising tool for students going on exchange<br />Step-by-step guide<br />Discussion boards and emailing groups for specific locations<br />Hyves is disappearing, Facebook is Growing<br />Why not use Facebook?<br />
  46. 46. Advising Outgoing Exchange Students<br />Needs Assessment (206 Exchange Students)<br />97% Facebook account<br />59% favored Blackboard<br />Personal Information should be private<br />Blackboard is a formal tool, UvA is a formal institution<br />Facebook is social and recreational<br />
  47. 47. Point Out Existing Facebook Groups:<br />Fellow Exchange Students<br />International Student Organizations<br />Host University <br />Create Facebook for:<br />Host University (per semester or year)<br />Bureau of International Students<br />Accommodations Abroad<br />Scholarships<br />Visa Applications<br />Advising Outgoing Exchange Students <br />
  48. 48. Psychological help<br />No guarantee Privacy and Trust<br />Facebook is Fakebook: Fun Information<br />Need to Break Out of Social Isolation<br />Blackboard: Information and Assignments<br />Student Support: Psychological Issues<br />
  49. 49. Student Support: Housing Problems<br />
  50. 50. Housing Problem<br />Private room with private facilities outside of the city center “Diemen”<br />Too far away, too expensive “we want to move”<br />Facebook group with Dutch and International Students<br />Making intercultural Friends and organize / announce events<br />Student Support: Housing Problems<br />
  51. 51. Limitations<br />Only international students used the group (they felt alone and abandoned)<br />Dutch students already had friends<br />Frequently used in the beginning and then the group died<br />Less complaints, except by other students<br />Student Support: Housing Problems<br />
  52. 52. Distance Learning<br />A little teaser…<br />Can we use Facebook for distance learning projects?<br />“Childcare quality, research and recent developments, International teaching series on early childhood education”<br />University of Amsterdam - FreieUniversität Berlin - Purdue University<br />Find out more on our Facebook…<br />
  53. 53. Socio-Cultural Programming & Campus Networking<br />Clubs and Organizations<br /> International Students<br />Multicultural Organizations<br /> Student Leaders<br />Prospective Students<br />
  54. 54. BRINGING IT ALL TOGETHER<br />Network Building which was discussed earlier is crucial!<br />The Strength of your Social Network is determined by how many networks you can reach out to and bring together.<br />Example: International Students need to connect to all the categories previously mentioned. The purpose of the other categories are to connect with as many people as possible. A prospective student may based their decision to go to your institution based on how involved your current students are!<br />Coming together becomes SOCIAL HARMONY!<br />
  55. 55. Light up Your Social Network!<br />
  56. 56. In three months!<br />How?<br />Marketing: Outreach and Recruitment<br />
  57. 57. To see more recruitment examples, join the facebook group!<br />
  58. 58. Lets use social media to improve how we use social media!!<br />Join the discussion, follow the instructions to join our group on facebook…<br />Lets Keep the Discussion Going!Search: “Beyond FacebooKNafsa”<br />

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