The document discusses using social networking tools like Facebook and Twitter to connect with students. It finds that social media usage has grown dramatically in recent years and can help educational institutions reach more students than traditional advertising. The document advocates using existing social networks over creating new ones, and emphasizes the importance of posting meaningful, engaging content rather than spam. Two universities that began using Facebook and Twitter found that it increased student awareness of their services and events and improved website traffic. Students reported directly engaging with the universities' social media presence.

1. Engaging without invading:
using social networking tools to connect with students
Stuart Johnson, University of Leicester
Becka Currant, University of Bradford

2. Question
Who is already using social media to engage with
students?
a) I’m already using these
b) I’d like to but don’t know where to start
c) I’m very suspicious of using them

3. Student/Learner
Development
We’re on the fringes

4. Needy students will seek us out
Student/Learner
Development

5. Traditional advertising reaches a few more
Student/Learner
Development

6. What about social networking tools?
There are many more but these are the ones we’ve been using

7. There has been massive growth in social media
Jan 2009 Jan 2010 % growth
68,557,534 133,623,529 95%
5,979,052 23,573,178 294%
Numbers represent unique visitors. Data from www.compete.com

8. If Facebook were a country
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
Source http://en.wikipedia.org/wiki/List_of_countries_by_population

9. Two options
Use existing networks Create a new network

10. Using existing vs. new networks
Existing New
Lots of people are already
signed-up
You have to get people to sign-
up
It’s a place where people are
resident a lot of the time
It’s a place people have to
remember to visit
They already use if for other
purposes
You can guide what it’s used it
for
You have to be careful not to
invade
There’s less chance of feeling
invaded
People can feel exposed It can feel safer

11. So we’re using social media…
Student/Learner
Development
*NB. Facebook page not group
*

12. …to help us reach many more
Student/Learner
Development

13. And they can communicate with us…
Student/Learner
Development

14. And they can communicate with us…
Student/Learner
Development

15. And they can communicate with us…
Student/Learner
Development

16. And they can communicate with us…
Student/Learner
Development

17. …and they tell their friends about us
Student/Learner
Development

18. …and they tell their friends about us
Student/Learner
Development
“I think that the Facebook page
is a great idea and I have since
spread the word to mates and
got them to join”

19. …who then follow our social media
Student/Learner
Development

20. And the number of followers increases…
0
200
400
600
800
1000
1200
01/09/2009 01/10/2009 01/11/2009 01/12/2009 01/01/2010 01/02/2010 01/03/2010

21. …and so does the number using our services
Student/Learner
Development

22. But rather than them coming to us…
…they give us permission to go to them

23. Our website traffic has gone up (UoL)
0
20,000
40,000
60,000
80,000
100,000
120,000
Sep Oct Nov Dec Jan
2007/08 2008/09 2009/10

24. Our website traffic has gone up (UoB)

25. *Facebook fan dashboard
But, meaningful content is vital
“Page admins who post meaningful
content will retain fans, while
admins who post spammy or low-
quality material will lose fans and
subscribers”*

26. News and events feeds we automate

27. 58%26%
8%
4%
But most of what we say is proactive
(automated)
(proactive/responsive)
(proactive/responsive)

28. Tone of voice is important too
Advice from Helpdesk Hollie: http://developingstuff.wordpress.com/2010/01/21/advice-from-helpdesk-hollie/

29. And it’s having an impact here
21%
67%
12%
Have you ever gone to an event or done something as a direct result
of information posted on our Facebook or Twitter accounts?
This happens
a lot This never
happens
This sometimes
happens

30. And here…
0
2
4
6
8
10
12
14
A lot Quite a lot Not much Not at all
Has your awareness of Student Development services improved
since following us on Facebook or Twitter
Yes I knew a bit No

31. What we’ve learnt
• We're definitely reaching more students this way
• A base of RSS news and events feeds is a good start
• But you've got to invest in conversations
• Our helpdesk staff do a great job
• Distance learners like it too