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Engaging Without Invading


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Final slides for joint presentation at ALDinHE conference, Nottingham, 31 March 2010

Published in: Education
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Engaging Without Invading

  1. 1. Engaging without invading: using social networking tools to connect with students Stuart Johnson, University of Leicester Becka Currant, University of Bradford
  2. 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. 3. Student/Learner Development We’re on the fringes
  4. 4. Needy students will seek us out Student/Learner Development
  5. 5. Traditional advertising reaches a few more Student/Learner Development
  6. 6. What about social networking tools? There are many more but these are the ones we’ve been using
  7. 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
  8. 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
  9. 9. Two options Use existing networks Create a new network
  10. 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. 11. So we’re using social media… Student/Learner Development *NB. Facebook page not group *
  12. 12. …to help us reach many more Student/Learner Development
  13. 13. And they can communicate with us… Student/Learner Development
  14. 14. And they can communicate with us… Student/Learner Development
  15. 15. And they can communicate with us… Student/Learner Development
  16. 16. And they can communicate with us… Student/Learner Development
  17. 17. …and they tell their friends about us Student/Learner Development
  18. 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. 19. …who then follow our social media Student/Learner Development
  20. 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. 21. …and so does the number using our services Student/Learner Development
  22. 22. But rather than them coming to us… …they give us permission to go to them
  23. 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. 24. Our website traffic has gone up (UoB)
  25. 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. 26. News and events feeds we automate
  27. 27. 58%26% 8% 4% But most of what we say is proactive (automated) (proactive/responsive) (proactive/responsive)
  28. 28. Tone of voice is important too Advice from Helpdesk Hollie:
  29. 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. 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. 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