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University
                               Social	 Media
                                   	 
                               Jen Riehle | Office of Information Technology, NC State
                              Leslie Dare | Student Affairs Technology Services, NC State




Wednesday, November 2, 2011
What are you doing?

                        Does you university have campus-wide
                        social media guidelines or policy?
                        Does your department or office have
                        social media guidelines or policy?
                        What information would you most like to
                        see included in your campus social
                        media guidelines/policy?


Wednesday, November 2, 2011

poll results
Twitter sez...
                                      http://bit.ly/vgxmhi


Wednesday, November 2, 2011
What are other
                          universities doing?




Wednesday, November 2, 2011
61% 2008




                                         www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
university social media usage
Wednesday, November 2, 2011

Social media usage in universities
85% 2009
                              61% 2008




                                         www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
university social media usage
Wednesday, November 2, 2011

Social media usage in universities
95% 2010
                              85% 2009
                              61% 2008




                                         www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
university social media usage
Wednesday, November 2, 2011

Social media usage in universities
100% 2011
                               95% 2010
                               85% 2009
                              61% 2008




                                          www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
university social media usage
Wednesday, November 2, 2011

Social media usage in universities
www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
Wednesday, November 2, 2011

Podcasting (up 19%) and LinkedIn (up 16%) are other big winners
Blogs primarily run by Admissions, marketing or PR offices
facebook
 98% 2011
 87% 2010




                                                                  www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
Wednesday, November 2, 2011

Podcasting (up 19%) and LinkedIn (up 16%) are other big winners
Blogs primarily run by Admissions, marketing or PR offices
facebook
 98% 2011
           twitter
 87% 2010 84% 2011




                                                                  www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
                               59% 2010




Wednesday, November 2, 2011

Podcasting (up 19%) and LinkedIn (up 16%) are other big winners
Blogs primarily run by Admissions, marketing or PR offices
facebook
 98% 2011
           twitter
 87% 2010 84% 2011
                                                                  blogs
                                                             66% 2011




                                                                          www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
                               59% 2010
                                                              51% 2010



Wednesday, November 2, 2011

Podcasting (up 19%) and LinkedIn (up 16%) are other big winners
Blogs primarily run by Admissions, marketing or PR offices
JOHNS HOPKINS
                       SYRACUSE


                                       ITHACA




                                                                                      BUTLER


                                                                                                            TUFTS
Wednesday, November 2, 2011

Syracuse: innovates in social media; one of the first to use FourSquare on campus; one of the most universities on
Twitter
Ithaca: own SM tool that lets student meet classmates
JH: Student-run SM; heavy users of iTunesU
Butler: their mascot tweets; strong SM presence during March Madness
Tufts: Moderated discussions on Facebook and popular Dining Twitter feeds
What makes a good
                             policy?

                        Short and sweet
                        Easily accessible and highly visible
                        Often reviewed
                        Often updated




Wednesday, November 2, 2011
Case Study:
            The Social Corps
Wednesday, November 2, 2011

1.6 million Facebook followers
Easy to update: Marines, pg 12. Facebook Places now discontinued at of August: first section
already out of date
Short and sweet, easily accessible: on Facebook Info page; now linked off Marines homepage
- points to SM page with links to guidelines, principles, SOP’s.
Considerations
                        for Campus


Wednesday, November 2, 2011
Biggest University Issues

                        Awareness of e-discovery and records retention
                        Clearly defined rules for social media account
                        names, icons, colors, voice, etc.
                        Planned strategies for negative or defamatory
                        posts and comments
                        Education for employees using social media
                        either personally or as a university representative



Wednesday, November 2, 2011

Additional issues: knowledge of rules for online promotions in different SM tools
Student Conduct
               Students accessing "social networking services" such as Facebook, MySpace, Blogger, Twitter, and others
               should carefully read the terms and conditions set forth by such services. Students are solely responsible for
               the content of their sites. Neither ITS nor Macalester College assume any responsibility for what students
               place there. Inappropriate material placed on social networking sites is subject to Macalester College's
               Responsible Use policy, the Student Conduct Process and the College's Harassment and Grievance
               Procedures.

         In addition to violation of College policy, the posting of inappropriate material may
         subject students to criminal and civil penalties. As referenced in the terms and
         conditions of these networking services, students should refrain from posting
         material that is deemed to be criminal; harassing; racially, sexually, ethnically or
         religiously objectionable; defamatory; obscene; invasive of another’s privacy; or
         infringing of copyright.
               - MacAlester College, Saint Paul, MN




Wednesday, November 2, 2011

This example is from a private school, where you might see more restrictive Codes of Student
Conduct. UNCG mentions social media in the “no contact order” section of their Code. NC
State makes no specific mention but behaviors through social media are not immune to the
Code. Bottom line -- understand how social media can impact students and their behavior,
and the regulations on campus.
Monitoring Athletes
                    In June of 2011, the NCAA notified the University of North Carolina
                    at Chapel Hill of allegations against its Division I football team and
                    staff, including academic fraud and receipt of improper benefits.
                    Also included in the notice was a citation for failure to “adequately
                    and consistently monitor the social media activity” of its players.

                    NCAA requested “copies of materials posted on Twitter by football
                    student-athletes.”

                    Up to this point monitoring of student athletes was not required but
                    “encouraged.”




Wednesday, November 2, 2011

Two notes:
- makes it clear that records of student SM use may be request and must be available
- changes the burden on the Athletics staff. While not explicit that monitoring is required in
the past this sets a new precedent.
Monitoring Athletes

                    UDilligence and VarsityMonitor
                    Monitors Facebook, Twitter, MySpace, YouTube
                    and Bebo (UD)
                    Offers generic guidelines and training tools (VM)




Wednesday, November 2, 2011

Schools using it: LSU, Baylor, Texas Tech, Louisville, Old Miss and as of this fall, Maryland;
NCSU is evaluating it
Quotes from athletes that they’re only online because their professors are making them use
social media...
Educating Faculty
                        Increasing desire to use social media in
                        the classroom
                              it’s not going away
                              excellent way to engage
                              tools needed after graduation

                        Many have incorporated it into the
                        curriculum without consideration of
                        policy
Wednesday, November 2, 2011

FERPA - student rights and privacy
Understand best practices: Never require students to Friend you or join groups you’ve
created; Consider multiple accounts – personal and professional; Always check your privacy
settings; Take advantage of opportunities to educate students about appropriate social media
usage.
Educating Faculty
               Introduction
               When teaching in an on-line environment, it is essential that courses are
               delivered in compliance with applicable laws and university policies; in
               particular, those laws and policies designed to protect the student's rights to
               privacy and accessibility.

               4.2.2 In cases where the pedagogical use of an external course component is
               such that certain privacy requirements can not be met (e.g., the students are
               posting material on a public web site and their identities are exposed) a
               limited release form is available to allow students to voluntarily waive certain
               privacy rights. Instructors are advised, however, that students cannot be
               required to waive their rights, and should be prepared to offer alternative
               pedagogical approaches that do not require privacy waivers if necessary.

               4.3 Instructors should list electronically hosted course components in the
               course syllabus, and should identify any components that may present privacy
               or accessibility issues for the student so that these issues can be worked out
               during the course drop/add period.

               - NC State REG 08.00.11

Wednesday, November 2, 2011

Student FERPA waiver, including it on Moodle (our CMS) to ensure it gets digitally signed
before moving forward and that it doesn’t get lost
Challenges for
                           Campus


Wednesday, November 2, 2011
Too many accounts
                                                                                   Photo	
  credit
                                                                                   sloanpix
Wednesday, November 2, 2011

Campus of social media is like a pile of candy hearts.
They all look different and have different messages - similar, but different. And after you’ve
had a few you’re totally sick of them.
Agreeing on guidelines
                                                                                Photo	
  credit
                                                                                stefan
Wednesday, November 2, 2011

Centralized group responsible for all SM accounts? Sam Houston State University social media
policy: anyone with a campus-related SM account required to give university administrators
editing privilages. Led to protests.
Limitation on using “ncsu” or some variation in account names?
Monitoring and enforcement
                                       Photo	
  credit
                                       stefan
Wednesday, November 2, 2011
Training and employee
                                        management
                                               Photo	
  credit
                                               stefan
Wednesday, November 2, 2011
Retrofitting

                        Possible to change your Twitter handle
                        but requires some management of the old
                        account
                        Facebook is notoriously complex and
                        dynamic
                        Consolidating company profiles:
                        Facebook and LinkedIn


Wednesday, November 2, 2011

Facebook vocabulary is problematic. Transitions from “groups” to “pages”
NC State “official” facebook page is only about a year old; very imconplete LinkedIn profile
Student Organizations


                        Student organizations often have their
                        own rules
                        Not required to fall under campus social
                        media branding or guidelines




Wednesday, November 2, 2011

Leslie will ad more here soon....
Analytics & Metrics

                        Useful for justifying investments of time
                        and money
                        Often includes archiving of social media
                        usage
                        Big costs in terms of time and tools



Wednesday, November 2, 2011
Social Media at
                        NC State


Wednesday, November 2, 2011
Social Media
                              Subcommittee

                        Sub-committee of Campus Communicators
                        Goal is to guide campus faculty, staff and
                        students to effective, compliant, educated
                        use of social media




Wednesday, November 2, 2011
Current Tasks

                        Survey campus for social media accounts
                              Secondary survey to establish social media
                              usage in classrooms
                        Development of getontheweb.ncsu.edu
                              Identify campus resources and social media
                              “experts”


Wednesday, November 2, 2011
Wednesday, November 2, 2011

Require use of brand bar and consideration for brand guidelines before you can be added
Wednesday, November 2, 2011

Everything on the official NC State YouTube channel goes through Communications office.
Been difficult to keep track of and they’re looking for a way to automate that process... LOTS
of unofficial NCSU-related uploads.
Future Tasks

                        Social Media “registration” system
                        Publish best-practices and offer campus
                        tutorials/classes
                        Add social media to Brand Book
                        guidelines
                        Campus software licensing agreement for
                        analytics tool(s)

Wednesday, November 2, 2011

Collect info on account names, managers, audience, etc.
Policy


                        Try to get by with unofficial guidelines
                        and best practices.
                        As necessary with time we may add
                        regulations or policy




Wednesday, November 2, 2011

Hard to have policy since it changes so rapidly. Broadly-written guidelines and best practices
are the best way to keep folks in-line.
Point people to resources and staff who can answer questions logically or bring odd use-
cases to the larger SM committee
Wednesday, November 2, 2011

Announcements
A French company was fined
                              $36,000 after deleting
                              mentions of their competitors
                              from Wikipedia.




Wednesday, November 2, 2011
A major restaurant chain was
                              forced to issue public
                              apologies after a YouTube
                              video is released of an
                              employee yelling at a
                              customer.



Wednesday, November 2, 2011

KFC- 31k hits
A well-known design label had
                              their Facebook page essentially
                              hijacked by PETA protestors
                              with little to no resistance from
                              corporate staff




Wednesday, November 2, 2011

DKNY
Thank You!
                                          	  	 
                                                            Jen Riehle | @ncsumarit
                                                         Leslie Dare | @lesliedareNCSU



                                                                       Evaluate us on Joind.in!
                                                                       http://joind.in/4248



Wednesday, November 2, 2011
Waiver content: Under the Federal Family Education Rights and Privacy Act of 1974 (FERPA) and NC State’s FERPA regulation, a student’s education records are protected from disclosure to third parties.
Because of the public nature of wikis, students must provide written consent for wiki participation in a course setting.
I understand that participation in a wiki is required for [ course name and number ].
I give permissions to [ instructor name ] to include me in the wiki for this course. I understand that the wiki will be open and accessible to the public.
[ signature of student ]

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Laying Down the Law: Social Media Policy and Strategy

  • 1. University Social Media Jen Riehle | Office of Information Technology, NC State Leslie Dare | Student Affairs Technology Services, NC State Wednesday, November 2, 2011
  • 2. What are you doing? Does you university have campus-wide social media guidelines or policy? Does your department or office have social media guidelines or policy? What information would you most like to see included in your campus social media guidelines/policy? Wednesday, November 2, 2011 poll results
  • 3. Twitter sez... http://bit.ly/vgxmhi Wednesday, November 2, 2011
  • 4. What are other universities doing? Wednesday, November 2, 2011
  • 5. 61% 2008 www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars university social media usage Wednesday, November 2, 2011 Social media usage in universities
  • 6. 85% 2009 61% 2008 www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars university social media usage Wednesday, November 2, 2011 Social media usage in universities
  • 7. 95% 2010 85% 2009 61% 2008 www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars university social media usage Wednesday, November 2, 2011 Social media usage in universities
  • 8. 100% 2011 95% 2010 85% 2009 61% 2008 www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars university social media usage Wednesday, November 2, 2011 Social media usage in universities
  • 9. www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars Wednesday, November 2, 2011 Podcasting (up 19%) and LinkedIn (up 16%) are other big winners Blogs primarily run by Admissions, marketing or PR offices
  • 10. facebook 98% 2011 87% 2010 www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars Wednesday, November 2, 2011 Podcasting (up 19%) and LinkedIn (up 16%) are other big winners Blogs primarily run by Admissions, marketing or PR offices
  • 11. facebook 98% 2011 twitter 87% 2010 84% 2011 www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars 59% 2010 Wednesday, November 2, 2011 Podcasting (up 19%) and LinkedIn (up 16%) are other big winners Blogs primarily run by Admissions, marketing or PR offices
  • 12. facebook 98% 2011 twitter 87% 2010 84% 2011 blogs 66% 2011 www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars 59% 2010 51% 2010 Wednesday, November 2, 2011 Podcasting (up 19%) and LinkedIn (up 16%) are other big winners Blogs primarily run by Admissions, marketing or PR offices
  • 13. JOHNS HOPKINS SYRACUSE ITHACA BUTLER TUFTS Wednesday, November 2, 2011 Syracuse: innovates in social media; one of the first to use FourSquare on campus; one of the most universities on Twitter Ithaca: own SM tool that lets student meet classmates JH: Student-run SM; heavy users of iTunesU Butler: their mascot tweets; strong SM presence during March Madness Tufts: Moderated discussions on Facebook and popular Dining Twitter feeds
  • 14. What makes a good policy? Short and sweet Easily accessible and highly visible Often reviewed Often updated Wednesday, November 2, 2011
  • 15. Case Study: The Social Corps Wednesday, November 2, 2011 1.6 million Facebook followers Easy to update: Marines, pg 12. Facebook Places now discontinued at of August: first section already out of date Short and sweet, easily accessible: on Facebook Info page; now linked off Marines homepage - points to SM page with links to guidelines, principles, SOP’s.
  • 16. Considerations for Campus Wednesday, November 2, 2011
  • 17. Biggest University Issues Awareness of e-discovery and records retention Clearly defined rules for social media account names, icons, colors, voice, etc. Planned strategies for negative or defamatory posts and comments Education for employees using social media either personally or as a university representative Wednesday, November 2, 2011 Additional issues: knowledge of rules for online promotions in different SM tools
  • 18. Student Conduct Students accessing "social networking services" such as Facebook, MySpace, Blogger, Twitter, and others should carefully read the terms and conditions set forth by such services. Students are solely responsible for the content of their sites. Neither ITS nor Macalester College assume any responsibility for what students place there. Inappropriate material placed on social networking sites is subject to Macalester College's Responsible Use policy, the Student Conduct Process and the College's Harassment and Grievance Procedures. In addition to violation of College policy, the posting of inappropriate material may subject students to criminal and civil penalties. As referenced in the terms and conditions of these networking services, students should refrain from posting material that is deemed to be criminal; harassing; racially, sexually, ethnically or religiously objectionable; defamatory; obscene; invasive of another’s privacy; or infringing of copyright. - MacAlester College, Saint Paul, MN Wednesday, November 2, 2011 This example is from a private school, where you might see more restrictive Codes of Student Conduct. UNCG mentions social media in the “no contact order” section of their Code. NC State makes no specific mention but behaviors through social media are not immune to the Code. Bottom line -- understand how social media can impact students and their behavior, and the regulations on campus.
  • 19. Monitoring Athletes In June of 2011, the NCAA notified the University of North Carolina at Chapel Hill of allegations against its Division I football team and staff, including academic fraud and receipt of improper benefits. Also included in the notice was a citation for failure to “adequately and consistently monitor the social media activity” of its players. NCAA requested “copies of materials posted on Twitter by football student-athletes.” Up to this point monitoring of student athletes was not required but “encouraged.” Wednesday, November 2, 2011 Two notes: - makes it clear that records of student SM use may be request and must be available - changes the burden on the Athletics staff. While not explicit that monitoring is required in the past this sets a new precedent.
  • 20. Monitoring Athletes UDilligence and VarsityMonitor Monitors Facebook, Twitter, MySpace, YouTube and Bebo (UD) Offers generic guidelines and training tools (VM) Wednesday, November 2, 2011 Schools using it: LSU, Baylor, Texas Tech, Louisville, Old Miss and as of this fall, Maryland; NCSU is evaluating it Quotes from athletes that they’re only online because their professors are making them use social media...
  • 21. Educating Faculty Increasing desire to use social media in the classroom it’s not going away excellent way to engage tools needed after graduation Many have incorporated it into the curriculum without consideration of policy Wednesday, November 2, 2011 FERPA - student rights and privacy Understand best practices: Never require students to Friend you or join groups you’ve created; Consider multiple accounts – personal and professional; Always check your privacy settings; Take advantage of opportunities to educate students about appropriate social media usage.
  • 22. Educating Faculty Introduction When teaching in an on-line environment, it is essential that courses are delivered in compliance with applicable laws and university policies; in particular, those laws and policies designed to protect the student's rights to privacy and accessibility. 4.2.2 In cases where the pedagogical use of an external course component is such that certain privacy requirements can not be met (e.g., the students are posting material on a public web site and their identities are exposed) a limited release form is available to allow students to voluntarily waive certain privacy rights. Instructors are advised, however, that students cannot be required to waive their rights, and should be prepared to offer alternative pedagogical approaches that do not require privacy waivers if necessary. 4.3 Instructors should list electronically hosted course components in the course syllabus, and should identify any components that may present privacy or accessibility issues for the student so that these issues can be worked out during the course drop/add period. - NC State REG 08.00.11 Wednesday, November 2, 2011 Student FERPA waiver, including it on Moodle (our CMS) to ensure it gets digitally signed before moving forward and that it doesn’t get lost
  • 23. Challenges for Campus Wednesday, November 2, 2011
  • 24. Too many accounts Photo  credit sloanpix Wednesday, November 2, 2011 Campus of social media is like a pile of candy hearts. They all look different and have different messages - similar, but different. And after you’ve had a few you’re totally sick of them.
  • 25. Agreeing on guidelines Photo  credit stefan Wednesday, November 2, 2011 Centralized group responsible for all SM accounts? Sam Houston State University social media policy: anyone with a campus-related SM account required to give university administrators editing privilages. Led to protests. Limitation on using “ncsu” or some variation in account names?
  • 26. Monitoring and enforcement Photo  credit stefan Wednesday, November 2, 2011
  • 27. Training and employee management Photo  credit stefan Wednesday, November 2, 2011
  • 28. Retrofitting Possible to change your Twitter handle but requires some management of the old account Facebook is notoriously complex and dynamic Consolidating company profiles: Facebook and LinkedIn Wednesday, November 2, 2011 Facebook vocabulary is problematic. Transitions from “groups” to “pages” NC State “official” facebook page is only about a year old; very imconplete LinkedIn profile
  • 29. Student Organizations Student organizations often have their own rules Not required to fall under campus social media branding or guidelines Wednesday, November 2, 2011 Leslie will ad more here soon....
  • 30. Analytics & Metrics Useful for justifying investments of time and money Often includes archiving of social media usage Big costs in terms of time and tools Wednesday, November 2, 2011
  • 31. Social Media at NC State Wednesday, November 2, 2011
  • 32. Social Media Subcommittee Sub-committee of Campus Communicators Goal is to guide campus faculty, staff and students to effective, compliant, educated use of social media Wednesday, November 2, 2011
  • 33. Current Tasks Survey campus for social media accounts Secondary survey to establish social media usage in classrooms Development of getontheweb.ncsu.edu Identify campus resources and social media “experts” Wednesday, November 2, 2011
  • 34. Wednesday, November 2, 2011 Require use of brand bar and consideration for brand guidelines before you can be added
  • 35. Wednesday, November 2, 2011 Everything on the official NC State YouTube channel goes through Communications office. Been difficult to keep track of and they’re looking for a way to automate that process... LOTS of unofficial NCSU-related uploads.
  • 36. Future Tasks Social Media “registration” system Publish best-practices and offer campus tutorials/classes Add social media to Brand Book guidelines Campus software licensing agreement for analytics tool(s) Wednesday, November 2, 2011 Collect info on account names, managers, audience, etc.
  • 37. Policy Try to get by with unofficial guidelines and best practices. As necessary with time we may add regulations or policy Wednesday, November 2, 2011 Hard to have policy since it changes so rapidly. Broadly-written guidelines and best practices are the best way to keep folks in-line. Point people to resources and staff who can answer questions logically or bring odd use- cases to the larger SM committee
  • 38. Wednesday, November 2, 2011 Announcements
  • 39. A French company was fined $36,000 after deleting mentions of their competitors from Wikipedia. Wednesday, November 2, 2011
  • 40. A major restaurant chain was forced to issue public apologies after a YouTube video is released of an employee yelling at a customer. Wednesday, November 2, 2011 KFC- 31k hits
  • 41. A well-known design label had their Facebook page essentially hijacked by PETA protestors with little to no resistance from corporate staff Wednesday, November 2, 2011 DKNY
  • 42. Thank You! Jen Riehle | @ncsumarit Leslie Dare | @lesliedareNCSU Evaluate us on Joind.in! http://joind.in/4248 Wednesday, November 2, 2011 Waiver content: Under the Federal Family Education Rights and Privacy Act of 1974 (FERPA) and NC State’s FERPA regulation, a student’s education records are protected from disclosure to third parties. Because of the public nature of wikis, students must provide written consent for wiki participation in a course setting. I understand that participation in a wiki is required for [ course name and number ]. I give permissions to [ instructor name ] to include me in the wiki for this course. I understand that the wiki will be open and accessible to the public. [ signature of student ]