Swiss Higher Ed Social Media
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The document discusses the results of a survey on the use of social media by Swiss higher education institutions. It finds that while most institutions are using social media, many are just trying it out rather than aggressively adopting strategies. Key findings include: Facebook and Twitter are the most widely used and important tools; lack of resources is the biggest challenge; and the future focus may be on Google+ and podcasts.
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Swiss Higher Ed Social Media
- 1. Use of Social Media by Swiss Higher Ed 2nd Annual Meeting May 16, 2012 Initiative 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. #higheredCH Use of Social Media by Swiss Higher Ed • SURVEY RESULTS Where is Swiss academia today? How are they using social media? Goals? Challenges? Tools? RESEARCH RESULTS Facebook Twitter iTunes U OUTLOOK 2
- 3. #higheredCH Use of Social Media by Swiss Higher Ed • SURVEY RESULTS Where is Swiss academia today? How are they using social media? Goals? Challenges? Tools? RESEARCH RESULTS Facebook Twitter iTunes U OUTLOOK 3
- 4. #higheredCH Where is Swiss Academia Today? Social media is a priority for 42% of the institutions 72% say that they are using the tools, but are just trying them out vs. aggressively testing or utilizing social media on a regular basis Source: Survey conducted by swissnex San Francisco in December 2011 4
- 5. #higheredCH Social Media Managers on the Rise 27% have a social media manager, 42% plan to hire one in 2012 Source: Survey conducted by swissnex San Francisco in December 2011 5
- 6. #higheredCH Strategy And Policy Are (Almost) in Place 42% have a social media strategy, 37% have policies and guidelines in place Source: Survey conducted by swissnex San Francisco in December 2011 6
- 7. #higheredCH How is Swiss Academia Using Social Media? Foremost, social media supports distribution of content, news, research results, and events Social media also allows institutions to hear what is going on and engage with relevant audiences Source: Survey conducted by swissnex San Francisco in December 2011 7
- 8. #higheredCH Social Media Supports Many Goals Source: Survey conducted by swissnex San Francisco in December 2011 8
- 9. #higheredCH What Are The Biggest Challenges? Greatest barrier is the lack of resources Lack of knowledge and awareness is also still a big factor Source: Survey conducted by swissnex in December 2011 9
- 10. #higheredCH Which Social Media Are Used The Most? Most important tools are Facebook, Twitter, YouTube and blogs Source: Survey conducted by swissnex San Francisco in December 2011 10
- 11. #higheredCH Use of Social Media by Swiss Higher Ed • SURVEY RESULTS Where is Swiss academia today? How are they using social media? Goals? Challenges? Tools? RESEARCH RESULTS Facebook Twitter iTunes U OUTLOOK 11
- 12. #higheredCH Use of Social Media by Swiss Higher Ed • SURVEY RESULTS Where is Swiss academia today? How are they using social media? Goals? Challenges? Tools? RESEARCH RESULTS Facebook Twitter iTunes U OUTLOOK 12
- 13. #higheredCH Facebook | Overview Most universities and universities of applied sciences have an official page on Facebook EHL and EPFL are the frontrunners 13
- 14. 14 2007 Aug 25 2009 2010 2009 Mar 18 Mar 11 Apr 15 Jun 8 Jun 17 Jun 30 Aug 12 Sept 17 Sept 21 Date equals the day of the first post on Facebook Nov 18 Nov 17 Jan 20 Feb 15 2011 Feb 28 Mar 4 Mar 30 May 4 May 5 May 18 May 29 Sept 12 Nov 17 Dec 19 Dec 22 Timeline: When Did Swiss Higher Ed join Facebook? 2012 #higheredCH
- 15. #higheredCH Facebook | Mentions for Universities EPFL and ETH get the most mentions on Facebook Posts on Facebook that include institution’s name in March and April 2012 (e.g. search terms for UNIBAS: Universität Basel, Unibas (and Basel), Université de Bâle, University of Basel) Source: Radian6 15
- 16. #higheredCH Facebook | Mentions for Universities of Applied Sciences EHL has most mentions Posts on Facebook that include institution’s name in March and April 2012 (e.g. search terms for UNIBAS: Universität Basel, Unibas (and Basel), Université de Bâle, University of Basel) Source: Radian6 16
- 17. #higheredCH Facebook | Checkins at Universities Steep increase in checkins 17
- 18. #higheredCH Facebook | Checkins at Universities of Applied Sciences Checkins also on the rise at universities of applied sciences 18
- 19. #higheredCH Use of Social Media by Swiss Higher Ed • SURVEY RESULTS Where is Swiss academia today? How are they using social media? Goals? Challenges? Tools? RESEARCH RESULTS Facebook Twitter iTunes U OUTLOOK 19
- 20. #higheredCH Twitter | Overview Every Swiss university has at least one Twitter account Most of the participating Swiss universities of applied sciences have a Twitter account (10 out of 14) Most followed are EPFL, ETHZ, and EHL 20
- 21. 21 Jun 19 2007 2009 Mar 03 2009 May 7 Aug 13 Jan 19 2010 Mar 23 May 18 May 21 Jun 23 Nov 23 Nov 19 Nov 30 Dec 23 Dec 31 Jan 28 2011 Apr 12 May 18 May 24 Jun 6 Aug 8 Dec 12 Dec 19 Dec 22 Timeline: When Did Swiss Higher Ed Start Tweeting? Feb 10 2012 #higheredCH
- 22. #higheredCH Twitter | Activity HSLU is the most active institution on Twitter in Q1 2012 22
- 23. #higheredCH Twitter | Reach Federal institutes had the highest reach in March & April 2012 Reach = number of Twitter users who see tweets, retweets, and mentions Source: Radian6 23
- 24. #higheredCH Use of Social Media by Swiss Higher Ed • SURVEY RESULTS Where is Swiss academia today? How are they using social media? Goals? Challenges? Tools? RESEARCH RESULTS Facebook Twitter iTunes U OUTLOOK 24
- 25. #higheredCH iTunes U | Overview UNIL, FHNW, FFHS are present on iTunes U with a customized channel and numerous podcasts FHNW joined early 2011 25
- 26. #higheredCH Use of Social Media by Swiss Higher Ed • SURVEY RESULTS Where is Swiss academia today? How are they using social media? Goals? Challenges? Tools? RESEARCH RESULTS Facebook Twitter iTunes U OUTLOOK 26
- 27. #higheredCH Where is Swiss Academia Headed in the Future? Focus in the future will be on Google+ and podcasts Source: Survey conducted by swissnex in December 2011 27
- 28. #higheredCH QUESTIONS? 28
Editor's Notes
- I will give you a short overview of how Swiss higher ed is using social media. We will look at the results from a survey we conducted in December of last year (we sent a questionnaire to communication offices of all Swiss Universities and Universities of Applied Sciences), so that will be the first part of this presentation The second part will be insight into our quarterly research about social media presence and will focus on 3 specific tools Please note that I will refer a lot to “higher ed”, “Swiss academia”, or “institutions” which really means those 2 groups (and only those participating in the program)
- Social Media is a priority for 42% of the institutions, similar survey in 2010 showed that 21% think social media is a priority If most institutions don‘t see themselves necessarily as experts, and many of them see social media as a priority, shouldn‘t they hire an expert?
- 27% actually already have a social media manager, 42% plan to hire one in 2012 ??ASK AUDIENCE??: who of you are actually considered a “social media manager” at your institution?
- 42% have a social media strategy, 37% have policies and guidelines in place and a large group of respondents seem to actually work on it right now
- We think it is really great that institutions are listening to what is going on. Distributing content is really the basic function of social media, but engaging with communities/target groups is really what social media is all about. We expect that to change a lot in the upcoming months as we see more and more social media managers, which means people who dedicate a lot of time on social media. We have heard from multiple sources, that Twitter is hitting it off in Switzerland, which means that the audience is growing and interaction on tools like that become more likely
- This gives you a snapshot of what respondents thought was important at the time of our survey. READ OUT ONE OR TWO As institutions become more used to using social media and the tools get more features, social media might help reach other goals in the future. Who knows. Maybe all of the sudden it moves more into HR and helps hiring new employees. Interesting to re-assess in a year or so.
- Lack of resources is greatest barrier. These barriers have not changed much from our survey back in 2010. ??DO YOU FEEL THIS IS ACCURATE? DO YOU HAVE FEEL LIKE OTHER BARRIERS ARE BIGGER AT YOUR INSTITUTION?
- So called “biggest four” are also big amongst Swiss higher ed: Facebook, Twitter, LinkedIn, and YouTube But blogs also play a big role it seems. Really interesting since having a blog means that you are creating content. It takes creativity, organization , and time. ??WHO OF YOU HAS A BLOG??
- Let’s look into tools and shift from survey results to our quarterly research. We comb through all major social media tool and report on a number of metrics. We also created some charts from Radian6 insight.
- Let’s look at official pages and the number of likes since the Q1 2011. Everyone seems to be on Facebook at this point. We are getting to a level of maturity in terms of presence. This does not reflect activity. None of these numbers are adjusted to the size of the schools. ??QUESTION TO AUDIENCE: WHO DO YOU THINK WAS THE FIRST SCHOOL TO HAVE A FB PAGE??
- Most institutions joined in the last 2 years. Surprising that EHL who only joined in early 2011 has so many followers. So number of likes clearly has nothing to with the time they joined.
- We talked about presence, but let’s look how many mentions institutions get in two particular months on Facebook (we looked at March & April 2012). EPFL and ETH get the most mentions. ETH does not have an official page, but clearly gets a lot of buzz on that medium. This only includes public profiles, so there is a lot more potentially.
- Not a whole lot of mentions here, but EHL is again top of the list (also most likes)
- We looked at checkins for the last 2 quarters, because these are bottom-up movements. Meaning that these checkins come from pages that were created by the community (maybe your students), but also includes your official page (if available). Mobile is getting bigger and bigger and these are people who are obviously eager to tell everyone that they are at your institution. Let’s look at UZH, who had nearly 3000 checkins in the first 3 months of 2012.
- Same graph for universities of applied sciences where we have the usual suspect taking the lead.
- Twitter is 2nd most used tool. Very similar picture than for Facebook, except that ETH is a big player on Twitter in the social media landscape for higher ed in CH Some have 2 accounts ?? QUESTION FOR AUDIENCE: WHO DO YOU THINK WAS SENT THE FIRST TWEET??
- Almost same picture as with Facebook, but institution started earlier on Twitter. Why? Maybe easier to set up an account? Less hassle to manage? WHAT DO YOU THINK?
- University of applied sciences Lucerne is most active. This does not show the whole picture of course. It would be interesting to see/analyze content of tweets, we will try to focus on that in the future as well as many are tweeting now.
- This is an important number because it shows a potential number of people they reach. EPFL and ETH have a lot of followers, but their followers probably also have a high number of followers. So that is important, but don‘t forget that the content has to be appealing too. Retweets are depending on the content. Usually because you retweet what could be interesting to your follower base in your opinion.
- Before we come to this last slide, I want to give you little bit of background about why we show you iTunes U. Maybe you have heard about MOOC = Massive online open courses (check latest blog post). Companies like Udacity offer online classes and give out the names of their best performing students to the hiring managers of big companies. Potential threat to exisiting university model Since offering courses online is a very hot topic right now and iTunes U is one of the platforms that enables that, we will show you who has a channel.
- To date, these are the 3 institutions with a channel. We expect many more to set up iTunes U or similar.
- With that I close that and give you a very short outlook on what tools are in the spotlight next
- In December, this was the answer we got. But new social media tools are popping up daily, and who knows what the next thing will be. This might already be out of date today.
- Our reports in the future: We will shift from presence focus to activity focus as most higher ed institutions are now on social media, but the interesting aspect will be how they are using it, how much, and what to they say? We will also offer daily Radian6 reports for those interested. We’ll send you an email. And of course, you will get the chance to hear more about monitoring from Mike Schwede later today. But first: panel discussion with unique insights from 3 institutions on how they use social media.