The document discusses the institutional use of Web 2.0 by Spanish universities. It finds that most Spanish universities have a presence on Facebook, Twitter, and YouTube, but only 13% have an institutional blog. Private universities generally have higher levels of activity and engagement across social media platforms. The document recommends that universities regularly update different social media platforms, interact with users, and share interesting content to attract more students.

1. Institutional Use of Web 2.0 in Spanish Universities Roberto Clemente – SeniorConsultant Manuel Rivera – Clients Manager June 2011

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5. Best practicesSummary (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 AGENDA

6. 1. ABOUT OCU (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140

7. About OCU 4 Roberto Clemente SeniorConsultant Manuel Rivera Clients Manager

8. 2. Web 2.0 applied to Higher Education institutions (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140

9. Web 2.0 applied to Higher Education institutions User Share Interact Interoperate Social Service Network Whatis Web 2.0? (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 6

10. Social networks Students Teachers University TheInstitution Web 2.0 applied to Higher Education institutions Different uses (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 7 EDUCATIONAL INSTITUTIONAL Two main uses: EDUCATIONAL INSTITUTIONAL Image, prestige Communication Marketing Service Retention & Enrolment

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14. Transparency

15. UpdatednessHow

17. Level of activity

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19. Bestpractices3. Web 2.0 in Spanish Universities (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140

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23. Bestpractices3. Web 2.0 in Spanish Universities (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140

24. Web 2.0 applied to Higher Education institutions University presence in Social Media (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 11 82% of Spanish Universities are present in Facebook 78% of Spanish Universities are present in Youtube 74% of Spanish Universities are present in Twitter 13% of Spanish Universities have an institutional blog * Study conducted on 76 Spanish Universities

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28. Bestpractices3. Web 2.0 in Spanish Universities (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140

29. Web 2.0 in Spanish Universities Level of activity: criteria (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 13

33. Web 2.0 in Spanish Universities Low number of institutional blogs against large number of personal blogs (teachers, researchers, etc.) Universities are publishing content about their events and news User comments are rare to be found, although they are allowed Twitter emergence is moving many universities from blogging to microblogging Communication is more bidirectional Universities can follow future students activity and help them with their possible concerns with their new studies Level of activity: Institutional Blog (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 18 13% Of institutional blogs

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37. Bestpractices3. Web 2.0 in Spanish Universities (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140

38. Web 2.0 in Spanish Universities Presence in Facebook, Twitter and YouTube is equally important to both public and private universities Private universities intend to catch the users eye by using institutional blogs more than public universities do. Leaders in social media (1) (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 20

39. Web 2.0 in Spanish Universities Private universities tend to have higher activity on all fronts Twitter is the most active media in private universities Conversations between universities and future students are very frequent YouTube highest activity levels concentrate on private universities Leaders in social media (2) (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 21

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43. Bestpractices3. Web 2.0 in Spanish Universities (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140

44. Web 2.0 in Spanish Universities Use at least Facebook, Twitter and YouTube Update your content as much as possible: Social networks -> every day YouTube, Institutional Blog -> every week Interact with your visitors Propose discussions Reply always to all users questions Show them there is someone on the other side Publish content of interest for your public Do not try to sell anything directly Try to think as your public, then offer something really interesting for them Best practices (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 23

45. Ideas to Take-Away 4. summary (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140

46. Summary Ideas to Take-Away (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 25 2 main uses of Web 2.0 in HE 74% 13% Facebook Twitter YouTube Institutional Blog are present on have an Higher levels of ACTIVITY Higher levels of ENGAGEMENT IMPLY “Do, or do not. There is no try.” Doingpoorly and doing nothing leads to the same results. PRIVATE universities are the TRENDSETTERS NEEDto attract moreNEW STUDENTS DRIVEN by

47. (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 Oficina de Cooperación Universitaria Arequipa, 1, Pl. 5, 28043 MADRID +34 913 822 140 info@ocu.es www.ocu.es