Social MediaSocial MediaExploring Social Media to

Enhance Interactive Communication and

e-Learning for Students in Higher Education

Billy RectorTexas Southern University

June 21, 2012

Social Media and Higher Social Media and Higher EducationEducation• Social Media has revolutionize how

colleges should communicate and teach students.

• The current generation of students spends the most time online. Finding ways to meet students’ interests is key.

• Social Media can keep students engaged in lectures and inform them about class events.

• Social Media can help support the initiative to increase the graduate rate at schools.

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Social Media and Higher Social Media and Higher EducationEducation

“Instructors who incorporate mobile devices are actively engaging us in the class. They are using the medium of communication that we most often use. We need to find new ways to present material; we don’t need more cut-and-dry lecture formats. Engage us in video, ask us questions, challenge us to think for ourselves while applying the class information… Lectures are just one way to present material…one would think it was the only way to teach.”

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When asked how students felt about lectures and using social media devices in college courses, one student at Purdue University replied:

AgendaAgenda• Types of Social Media Schools Use

• How Schools Use Social Media

• Challenges of Social Media in Schools

• HBCUs Study on Social Media

• Developing a Social Media Strategy

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Social Media StudySocial Media StudyTop 5 Schools in Social Media UsageTop 5 Schools in Social Media Usage

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Types of Social Media Types of Social Media Schools UseSchools Use

•Facebook is the most used social media tool in higher education at 98% in 2010-2011.

•Facebook usage was at 61% in 2008-2009. (37% increase in 2 years)

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Types of Social Media Types of Social Media Schools UseSchools Use

•Microblogging allows schools to send up-to-date announcements and bulletins to students.

•Twitter usage was 84% in 2010-2011.

•Twitter usage was 59% in 2009-2010. (25% increase in 1 year)

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How Schools use Social How Schools use Social MediaMedia

In the Classroom:Professors,•Make class announcements and conduct discussions on Twitter

•Share class documents and learning materials on social networking sites between institutions

•Interact with students in a new way using mobile device apps like Hotseat.

•Allow K-12 schools to visit live lectures online through webcast applications.

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How Schools use Social How Schools use Social MediaMedia

General Outreach:Social Sites, •Provide a platform to promote school activities and events.

•Keep parents of students informed on admission deadlines

•Coordinate with Alumni for School Giving Campaigns

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Challenges of Social MediaChallenges of Social MediaLack of Knowledge:•A school’s social media must be managed by knowledgeable people who understands social media and is passionate about the school.

•If not, students will feel that it is not authentic and will be disinterested if it does not enhance their learning experience.

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Challenges of Social MediaChallenges of Social MediaLack of Features:The lack of engagement for students can make them feel like the school does not care.

Even an excellent web page is useless if there are not any features to promote one-on-one connections with the students.

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Challenges of Social MediaChallenges of Social MediaMore than a presence:•It’s not enough to just have a school Facebook page.

•It requires daily maintenance and interaction with students.

•Current and potential students will judge the school based on their experiences with the school’s social media accounts.

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HBCUs Social Media StudyHBCUs Social Media Study105 HBCUs in 20 States in the U.S. and have been educating students for 150 years.

Only 18% of HBCUs are online, (according to a study from Howard University’s Digital Learning Lab).

Only 4 HBCUs are apart of the Top 100 Social Media Colleges.

Spelman, 24th; Howard 46th; Tuskegee 75th; Morehouse 99th

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HBCU Social Media HBCU Social Media StrategyStrategy

• The University of Phoenix (Online University) awards more bachelor’s degrees to African- American students than any HBCU.

• Online students are looking for an education that fits into their personal and work lives with self-paced learning options.

• How can HBCUs become more competitive with Online Universities and Top Social Media Colleges?

• Develop an institutional social media strategy with Title III funding. 14

HBCU Social Media HBCU Social Media StrategyStrategy

Identify a Purpose:•HBCUs need to develop social media that creates information sharing capabilities within and outside the institution.

• Implement a web collaboration application for Administrators, Faculty and Staff.o SharePoint creates intranet sites to promote team collaboration

and knowledge sharing to standardize processes and manage projects.

• Increase student admissions and retention rates, improve alumni relations, achieve higher giving levels.

• Share lectures between institutions and offer distance learning options for students.

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HBCU Social Media HBCU Social Media StrategyStrategy

Build a Social Media Committee:Identify the role and responsibilitieso Social Media Managero Community Managerso Social Strategistso Editorso Content Creatorso Content Producers

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HBCU Social Media HBCU Social Media StrategyStrategy

Gather your Digital Assets:• Video• Pictures/Graphics• Music/Audio• Document/Presentations/Files• Press Releases

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HBCU Social Media HBCU Social Media StrategyStrategy

Post Content to Social Media Platforms and Manage Communications:•Blogs•Twitter•FaceBook•Youtube•LinkedIn •Mobile Applications

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HBCU Social Media HBCU Social Media StrategyStrategy

Measure Everything:• Be able to measure success of your social

media program with statistics.• How many fans, followers and group members

did you acquire each week, how many people commented on your posts, where are your fans located?

• The answers to these questions will enable your institution to utilize Social Media Plan for future activities.

o Create social media policieso Train the social media staffo Support School initiativeso Start small, Focus on your Objectives, Then

Grow19

HBCU Social Media HBCU Social Media StrategyStrategy

Conclusion:• Understanding how schools are using

social media, developing the right Social Media Strategy and with Title III funding, HBCUs can become more competitive in student retention and attract students through e-Learning.

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Reference LinksReference LinksSocial Media in Higher Education StudyUniversity of Massachusetts Dartmouth 2010-2011 Study

http://www.pamorama.net/2012/02/04/social-media-in-higher-education/

Colleges Embrace Social Media in the Classroomhttp://www.classesandcareers.com/education/2011/10/21/classroom-social-media/

Top 100 Social Media CollegesCollege Rankings

http://www.studentadvisor.com/top-100-social-media-colleges

HR Office of Educational Partnerships/HBCUsNumber of HBCUs in the US

http://www.doi.gov/hrm/black.html

HBCUs Must Embrace Online EducationStudy by Reggie Smith III(United States Distance Learning Association), April 4, 2011

http://diverseeducation.com/article/14983c1/hbcus-must-embrace-online-education.html 21

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QUESTIONS ???