Social Media Adoption in Swiss Higher Education

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We've been monitoring and tracking how Swiss schools have been using social media for the past two years (2011-2012). I this presentation we show the before and after pictures, challenges, and opportunities.

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Social Media Adoption in Swiss Higher Education

  1. 1. Use ofSocial Mediaby SwissHigher EdNovember 13, 2012Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General.Swiss Knowledge Network with outposts in Boston . San Francisco . Shanghai and Singapore
  2. 2. Use of Social Media by Swiss Higher Ed •  Social Media Presence: Then and Now •  Social Media Metrics •  How Swiss universities are Using Social Media •  Outlook2
  3. 3. Technical Note •  All 12 universities in Switzerland, including both Federal Institutes of Technology, and the University of Liechtenstein •  The majority of Universities of Applied Sciences (14 total) •  Total: 27 institutions HWZ FHNW PHZH ZHAW HSLU ZHdK FHS HESSO BFH EHL ELS HEIG-VD SUPSI FFHS3
  4. 4. We’ve Come a Long Way January 1, 20114
  5. 5. Early Presence on Twitter Mar 31 Date equals the day of the first tweet5
  6. 6. 6 Aug 25 2009 2010 2009 Mar 18 Mar 11 Apr 15 Jun 8 Jun 17 Jun 30 Aug 12 Sept 17 Date equals the day of the first post on Facebook Sept 21 Nov 18 Nov 17 Jan 20 Feb 15 2011 Feb 28 Mar 4 Mar 30 May 4 May 5 May 18 May 29 Critical Mass on Facebook Sept 12 Sept 17 Nov 17 Dec 19 Dec 22 May 14 2012 Sept 13
  7. 7. Now Part of Digital Identity •  2011: 50% of the institutions included icons on homepage •  2012: 77%7
  8. 8. CONGRATULATIONS8
  9. 9. BUILDING PRESENCE IS JUST THE BEGINNING… THERE ARE STILL LOT OF OPPORTUNITIES & CHALLENGES AHEAD9
  10. 10. 10
  11. 11. Use of Social Media by Swiss Higher Ed •  Social Media Presence: Then and Now •  Social Media Metrics •  How Swiss universities are Using Social Media •  Outlook11
  12. 12. Use of Social Media by Swiss Higher Ed •  Social Media Presence: Then and Now •  Social Media Metrics •  Presence & activity •  Content •  Tone & language •  Influence •  How Swiss universities are Using Social Media •  Outlook12
  13. 13. Facebook | Likes HSG has most likes Lots of fan growth with the new semester this Fall 9000! 8000! 7000! 6000! 5000! 4000! 3000! 2000! 1000! 0! ! L! U ! U I! E! H ! ZH ! ! U U! ZB ! ! ! EI ! H D! SU ! ZH I! PH ! FF ! S! ! FH ! ! DO ! S! ! E! E! AW FL SI U AS ZH ZH Z SO ZH H SL S dK IL PS SG R W EH IB W IG H EL DI IN V SL IL BF U IF N EP W N IB G U U ES N H N N N H N N U U U H U Q1/2011! Q2/2011! Q3/2011! Q4/2011! Q1/2012! Q2/2012! Q3/2012!13
  14. 14. Facebook | Post Frequency 24 out of 25 of institutions had at least 2 Facebook posts last week Average number of posts per week: 4.5 42% of institutions post more than 6 times a week Universities like Princeton or Stanford have more posts But: US universities all have posts on weekends Princeton University 21 HWZ 6 HSLU 4 UC Berkeley 12 UNINE 6 FHS 3 MIT 11 ZHAW 6 FFHS 3 Sciences Po 10 UNIGE 6 ELS 3 Oxford 10 UNIBE 6 HESSO 3 University of Cambridge 10 EPFL 6 UNILU 3 UNILI 10 ZHdK 6 HSG 3 Stanford University 8 UNIBAS 4 UNIFR 3 Harvard University 7 UZH 4 SUPSI 1 HEIG-VD 7 USI 4 EHL 1 BFH 6 PHZH 4 FHNW 0 !"#$#%&(%)*%+,"-.%/0%1231414
  15. 15. 15 @ EP 0! 300! 600! 900! 1200! 1500! 1800! 2100! 2400! 2700! FL N ew s! @ ET H @ ! @ EP U N FL IG ! En ew s! @ hs @ lu ET ! H @ _ EH en! Ln ew @ U s! SI ne w Twitter | Followers s! @ @ un U il! ni Ba se @ un l! ib @ er uz n! @ h_ H ne SG w St s! G al le n! @ @ U un ni i N eu fr! ch at el @ ! fh hw @ z! ZH @ AW U ! ni Lu ze rn @ he ! s_ so @ ! FH @ N W bf h_ ! Most followed are EPFL, ETHZ, and UNIGE he sb @ ! he ig vd ! @ @ uz un h_ i_ ne li! w s_ @ en ph zu ! er ic h! @ FF H Q3 2012! Q2 2012! Q1 2012! Q4 2011! Q3 2011! Q2 2011! Q1 2011! S!
  16. 16. Twitter | Reach Federal institutes had the highest reach in September & October 2012 Reach = number of Twitter users who see tweets, retweets, and mentions16
  17. 17. Use of Social Media by Swiss Higher Ed •  Social Media Presence: Then and Now •  Social Media Metrics •  Presence & activity •  Content •  Tone & language •  Influence •  How Swiss universities are Using Social Media •  Outlook17
  18. 18. Facebook | Content 70% Link or visual 16% Pictures information (flyer etc) 9% Video 3% Question/Quiz 1% Text only18
  19. 19. Facebook | Engagement19
  20. 20. Twitter | Content Analysis Each institution uses Twitter in a different way20
  21. 21. Twitter | Content Analysis: News or Conversation? @uni_li! @heigvd! @ZHAW! @unil! @FHNW! @unibern! @hslu! @EPFL! @UniLuzern! @USInews! @FFHS! News about the university: 85%! @phzuerich! @EPFL_en! @bfh_hesb! Other news/Information sharing: 4%! @unifr! @HSGStGallen! Random Thought: 1%! @UNIGEnews! @UniBasel! @EHLNews! Quiz or Question: 1%! @fhhwz! @uzh_news! @hes_so! Conversation: 7%! @UniNeuchatel! @uzh_news_en! Appreciation (ffs, thank you for retweets): 2%! @ETH_en! @ETH! !"# $!"# %!"# &!"# !"# (!"# )!"# *!"# +!"# ,!"# $!!"#21
  22. 22. Twitter | Content Analysis: Tweets vs. Retweets @HSGStGallen! @uni_li! @heigvd! @ZHAW! @hslu! @FHNW! @UniLuzern! @unibern! @USInews! @EPFL! @EPFL_en! @unifr! @bfh_hesb! @UNIGEnews! @unil! @FFHS! Tweets: 79%! @EHLNews! @UniBasel! @phzuerich! Retweets: 16%! @uzh_news_en! @ETH! @hes_so! @uzh_news! Retweets of other university @UniNeuchatel! accounts: 6%! @fhhwz! @ETH_en! 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! 80%! 90%! 100%!22
  23. 23. Use of Social Media by Swiss Higher Ed •  Social Media Presence: Then and Now •  Social Media Metrics •  Presence & activity •  Content •  Tone & language •  Influence •  How Swiss universities are Using Social Media •  Outlook23
  24. 24. Social Media Transparency: Who is Posting? Only HSG is transparent about the authors of their posts on Facebook On Twitter it is more common to identify authors: UNIL, UNIGE, HSLU mention the people behind the tweets24
  25. 25. Twitter | Voice Formal vs. conversational communication on Twitter 5 institution only communicate formally on Twitter 5 institutions communicate mostly formally, but have some conversational tweets (85% of tweets are formal) 16 institution are quite conversational (More than 15% of tweets are conversational)25
  26. 26. Language •  Most Institutions tweet and post in their local languages •  UZH, EPFL, and ETH have second Twitter accounts in English •  USI, HSG, UNIFR, UNILI, EHL use a “language hybrid” on Twitter •  Facebook: local language is trend, but some hybrids (EPFL, USI, HSG, BFH, UNIFR).26
  27. 27. Use of Social Media by Swiss Higher Ed •  Social Media Presence: Then and Now •  Social Media Metrics •  Presence & activity •  Content •  Tone & language •  Influence •  How Swiss universities are Using Social Media •  Outlook27
  28. 28. Klout Scores Nov. 1, 2012 6pm ( ) @EPFL 56 @ETH 55 How Klout measures @EPFL_en 54 Twitter @unil 51 Retweets: Retweets increase your @UNIGEnews 50 influence by exposing your content to @USInews 49 extended follower networks. @HSGStGallen 48 Mentions: People seeking your @ETH_en 48 attention by mentioning you is a strong @fhhwz 47 signal of influence. We also take into @uzh_news 46 @UniBasel 45 account the differences in types of @unibern 45 mentions, including “via” and “cc.” @ZHAW 44 List Memberships: Being included on @UniNeuchatel 44 lists curated by other users @hslu 44 demonstrates your areas of influence. @unifr 43 Followers: Follower count is one @uni_li 42 factor in your Score, but we heavily @heigvd 42 @FHNW 42 favor engagement over size of @EHLNews 42 audience. @uzh_news_en 40 Replies: Replies show that you are @bfh_hesb 40 consistently engaging your network @phzuerich 39 with quality content. @hes_so 38 @UniLuzern 36 @FFHS 2628
  29. 29. Use of Social Media by Swiss Higher Ed •  Social Media Presence: Then and Now •  Social Media Metrics •  Presence & activity •  Content •  Tone & language •  Influence •  How Swiss universities are Using Social Media •  Outlook29
  30. 30. Is Social Media a Priority? 2010: 21% 2011: 42% 2012: 62%  67% say that social media is an integral part of their communications strategy30
  31. 31. What Goals is Social Media Supporting? Social media technologies are an important tool for…. 95% ...Create, sustain, and improve brand image 95% ...Distribute content/news 86% …Increase awareness about institution 72% ...Engage students 71% ...Connect with alumni 71% ...Listen to what is going on 67% ...Recruit students 48% ...Promote research31
  32. 32. Working Hard on Policies and Guidelines 95% either have policies and/or guidelines or are working on it 52% have a social media strategy No, we have no plans to 5%! Policy/Guidelines! develop any! 14%! Stratey! 48%! No, but we working on it! 33%! Yes, we developed them 33%! after we set up social media accounts! 33%! Yes, we had to set them 14%! up before we set up social media accounts! 19%!32
  33. 33. Universities are Getting More Familiar with Social Media 2011: 17% “My organization is very familiar with social media and we use it extensively for 2012: 26% communications.” Do You Have a Social Media Manager? 2011: 27% 2012: 42%33
  34. 34. Acceptance is Growing 67% say that acceptance for social media internally is increasing 57% are encouraged by their supervisors to use social media, versus 46% in 201134
  35. 35. But There Are Still Challenges What are the greatest barriers to your organization having a formal presence on social media or putting more effort into it? (choose all that apply)! 100%! 90%! 90%! 86%! 80%! 2011! 70%! 2012! 60%! 53%! 50%! 43%! 40%! 32%! 30%! 24%! 26%! 20%! 16%! 14%! 10%! 10%! 0%! Lack of resources! Lack of knowledge/ Concerns about loss of Privacy issues! Lack of support from awareness! control over content! my superiors! Greatest challenge is lack of resources, despite the fact that 43% have shifted budget to social media35
  36. 36. Which Social Media Tools Are Used The Most? Most important tools are Facebook, Twitter, YouTube What are the greatest barriers to your organization having a formal presence on social media or Google+ and podcasts have(choose all that apply)! the most puting mor effort into it? increased 100%! 95%! 89%! 90%! 83%! 79%! 79%! 80%! 70%! 67%! 63%! 60%! 56%! 53%! 50%! 50%! 42%! 40%! 32%! 32%! 30%! 22%! 20%! 16%! 17%! 16%! 16%! 11%! 11%! 10%! 6%! 0%! 0%! Facebook! YouTube! Twitter! LinkedIn! Blog! Xing! Google+! Podcasts! Flickr! Foursquare!Videoblog! 2011! 2012!36
  37. 37. Use of Social Media by Swiss Higher Ed •  Social Media Presence: Then and Now •  Social Media Metrics •  Presence & activity •  Content •  Tone & language •  Influence •  How Swiss universities are Using Social Media •  Outlook37
  38. 38. What Are Your Goals for 2013? “Get the followers to “Involve the community interact more on our more and get more channels.” engagement.” “Implement the new “Professionalize our social media strategy.” services.” “Create more videos for “Spread the knowhow online and policy within the communications.” university” “Hire a social media manager and a student assistant.”38
  39. 39. QUESTIONS?39

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