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Social The opportunities and challenges of a 
residence life curriculum.
@paulgordonbrown 
www.paulgordonbrown.com 
paulgordonbrown@gmail.com
Social media in student affairs work… 
What are you afraid of?
“fear” has always accompanied 
new technology
it’s making us “less social”
but really it’s just establishing 
new norms and behaviors
anything in 
EXCESS is likely bad.
social media is a TOOL
STOP BEING AFRAID
you might “STEP 
IN IT” 
yes,
“It’s not a question of if you 
will make a mistake, it’s a 
question of when and how 
you will capitalize on 
turning digital lemons into 
digital lemonade. Learn to 
be FLAWsome.” 
- Erik Qualman
strategy social media is a
? What are your outcomes let this drive your social media usage
Outcomes 
1. Develop relationships with your students 
2. Develop community 
3. Model appropriate online behavior 
! 
4. Customer service 
5. Marketing and information sharing 
6. Reading student culture/discourse
Pick your platforms 
Twitter: I’m eating a #donut. 
Facebook: I like donuts. 
Foursquare: This is where I eat donuts. 
Instagram: Here’s a vintage photo of my donut. 
YouTube: Here I am eating a donut. 
LinkedIn: My skills include donut eating. 
Pintrest: Here’s a donut recipe. 
Spotify: Now listening to “Donuts.” 
Google+: I’m a Google employee who eats donuts.
social media 
is NOT required 
EVERY time
Examples
University of Houston
Outcomes 
1. Develop pride in the institution 
2. Develop community and common 
purpose 
! 
These outcomes aren’t just reinforced for 
the students and staff who directly 
contribute to the effort.
#BennyOnTheMove
Outcomes 
1. Develop pride in the institution 
2. Engage alumni and create cross-generational 
connections 
3. Enhance sense of globalism, promote 
study abroad
Boston College
Outcomes 1. Point out hurtful comments and 
problematic behavior. 
2. Describe the negative effects of hurtful 
comments on target groups. 
3. Modify their own behavior. 
! 
4. Create a more welcoming campus 
climate. 
5. Encourage student action.
Outcomes 
1. Discuss and compare different 
educational styles provided by the 
faculty. 
2. Compose more constructive feedback. 
! 
3. Humanize faculty. 
4. Encourage faculty-student interaction.
Other 
• Create a Facebook group for a floor, an 
LLP, or a seminar 
• Decide on common hashtags to use 
• Hold a photo contest alongside an event 
• Share strategies 
videos or artifacts
Can you measure it? 
Views only measure awareness… 
maybe. 
! 
This may be especially true in your 
ongoing as opposed to targeted efforts. 
! 
Think about engagement instead.
some things to think about
it takes TIME
Be consistent Be dedicated
social media 
cements relationships
glue it acts like a
Think about how you 
can use social media to 
lift up others. 
It’s not just a broadcasting tool.
Social The opportunities and challenges of a 
residential curriculum.
@paulgordonbrown 
www.paulgordonbrown.com 
paulgordonbrown@gmail.com

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