Social Media and Higher Education: The odd couple.Jean-Paul Rains & Matthew Melnyk

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Introductions• Matthew Melnyk - Millennial score of 94• BA – History & Philosophy• MA – History

• Liaison Officer – Electronic Outreach• When I Started

• Facebook page run by student staff• Brocku.ca undergoing complete overhaul• New brand being launched

• Since – Social Media Liaison• Social Media coordinator• Web-marketing manager

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Presentation Overview• What is Social Media• Concept of Sharing• Channels that make up the social sphere• Issues within Education

• Leveraging Social Media within Student Services• Creating a sense of community • Innovative practices in PSE• Mitigating risks• Using social media in student services

• Questions

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The concept of sharingOh em gee.

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The concept of Sharing• The Millennial• Born from 1980-2000

• The children of the boomers• Representing 30% of overall population

• Educated generation• 39% of 18-24 year olds are in PSE

• Technology’s impact

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Video from 60 Minutes• http://www.youtube.com/watch?v=owwM6FpWWoQ

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The concept of Sharing• Growing up sharing• Instant messaging over the internet• Conversational messaging• The personal profile• The away message

• Status worthy• “That’s a new DP”

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The concept of Sharing• Oversharing• http://openbook.org

• Judging privacy • 86% of teens say privacy “is important” to them

• Level of appropriateness• Parents influence and coolness factor

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Social Media ChannelsAll roads lead to sharing.

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Social Media Channels

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Social Media Channels

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Social Media Channels

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Social Media Channels• Facebook • Launched in March 2004, by December has 1 million users• 2005-2007

• Adds photos, sharing, marketplace, facebook ads.• Opens to anyone over the age of 13• Reaches 50 million users

• 2008• Co-sponsors US presidential debates• Adds facebook connect, and facebook chat• Reaches 100 million users

• 2009• CNN/Facebook live integration• Acquires several internet startups• Reaches 350 million users

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Social Media Channels• Facebook • 2010

• Launched ‘Places’• Reaches 550 million and counting

• If facebook were a country, it would be the 3rd most populated on earth

• 1 in 12 people on earth is on facebook

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Social Media Channels• YouTube • Founded in 2005

• 8 million videos watched per day• 2006

• 100 million videos watched per day• Video responses and advertising launched• Google acquires youtube for 1.65 billion

• 2007• First known instance of ‘rickroll’• In video ads launched• Presidential debates co-hosted by CNN and youtube• Queen of England launches youtube channel.• Mobile site launched 16

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Social Media Channels• YouTube • 2008

• Captions launched• Pre-roll ads launched• Analytics tool launched• Promoted videos launched

• 2009• Autoshare launched (links with social networks)• Over 1 billion views a day• 3D and full 1080p HD launched

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Social Media Channels• YouTube – 2010• 2 billion views a day• 24 hours of video uploaded every minute• More video is uploaded to youtube in 60 days, than all 3 major

US networks created in 60 years• 46.2 years of youtube videos are watched through facebook

every day

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Social Media Channels• Twitter • 2006

• launched with only 100 user accounts• 2007

• 140 character limited created• 500,000 tweets posted quarterly• South by Southwest music festival serves as ‘tipping point’

• 2008• 100 million tweets quarterly

• 2009• 2 billion tweets quarterly

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Social Media Channels• Twitter – 2010• 125 million accounts• 75% of twitter traffic comes from outside twitter.com• 55 million tweets per day

• Twitter = dead duck?• 20% of user tweeted 10x or more• 41% of users have not tweeted since they created their account

“The Reports of my death aregreatly exaggerated”– Mark Twain

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Social Media Channels

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Social Media Channels• LinkedIn• Founded in 2003• 85 million users – largest professional network online• 71% - 35 or older• 69% - earn $60,000 or more• 75% - have post secondary education

• Flickr• Founded in 2004• 32 million users• Over 5 billion images online

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Social Media Channels• Blogs• Over 133 million blogs indexed since 2002• 77% of internet users read blogs• 72% are hobbyists• 2002 – Senate majority leader Trent Lott’s support for Strom

Thurmond• 2004 – “Rathergate”• Blogger, Wordpress, Tumblr, etc…

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A social educationIndelibly tied.

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Progressiveness vs. Privacy• Social media within PSE • Initial adoption curve• Value in having a presence? • What are the risks involved?• Do students expect you to be on Facebook?

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Progressiveness vs. Privacy• High Schools on Facebook• Initiation of Facebook Places

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Willingness to Adapt• Risk of absence• Class of 2013, and beyond

• Return on investment• Wide reach• Efficient• Quantifiable• Flexibility

• Inevitability

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Risks of Participating• Providing a public forum for complaints• Finding the resources• Difficulty in engaging students online• Potential lawsuits• Breach in privacy?• http://likealittle.com/trentu/

• Example of the power of anonymity

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Risks of Participating• Personal opinions might influence pages

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Leveraging Social Media in Student ServicesWhat does it all mean.

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Creating a sense of community• The mental map of a millennial• Developing connections online is as important as the real world

• This is an investment• Highlighting that the college leads by example in its commitment

to the greater community will not go unnoticed• Students will become your best promoters• Your online activates will be seen by countless others• Students will join the cause out of a sense of belonging

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Innovative Practices in #CNDPSE

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University of Calgary – Holiday Rex Hunt

Innovative Practices in #CNDPSE

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Innovative Practices in #CNDPSE

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Innovative Practices in #CNDPSE

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Innovative Practices in #CNDPSE

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Innovative Practices in #CNDPSE

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Risk Mitigation“Risk is like fire: If controlled it will help you; if uncontrolled it will rise up and destroy you.” – Theodore Roosevelt

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Risk Mitigation• What are the risks?• Privacy implications• Inability to succeed• Few established rules or precedents• Lawsuits

• How to manage the risks• Creating a privacy policy• Keeping consistency• User Generated Content

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Risk Mitigation• Creating a privacy policy• External

• Front facing policy • Internal

• The rules of engagement

• Social Media policies and guidelines• http://socialmediagovernance.com/policies.php • Hamilton College • Depaul University• Brock University• Laurentian University

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Keeping Consistency• Importance of realizing expectations• Answering questions promptly• Consistent rules of participation• Non-competing attitude• Sense of cohesiveness

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Community Managers

Blogs

TwitterFacebook

User Generated Content• Addressing student comments• Remove comments that violate policy• Be a human• Reason will prevail• Dealing with complaints

Student Comments

Pride

Complaint

Question

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Innovation and best practices within Student Services“Find what our competitors do, and do it better.”

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Best Practices• Residence • Registrar• Counselling and Support Services• Career and Employment• Continuing Education

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Residence and Housing

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Residence and Housing

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Registrar

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Counselling and Support

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Career and Employment

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Continuing Education

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Security and Safety

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Best Practices

1. Be transparent and forward with information

2. Be conversational3. Be resourceful4. Be valuable

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E-Counselling• Central Institute of Technology, Perth Australia• 24/7 service for registered students who are looking for someone

to talk to. • Access to notes from previous in-person meetings

• Confederation College uses Video Counselling• Seneca College E-Counselling • University of Western Ontario E-Counselling• Respond within 24 hours, information encrypted

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E-Tutoring• UBC and Wikipedia • Tutoring Wikipedia

• UNBC Online Tutoring (also Manitoba, Saskatchewan)• Committed to responding within 24 hours (except holidays)• Students submit papers and can be reviewed by staff

• http://www.youtube.com/user/khanacademy • Oregon State University • Real time responses on wide variety of subjects• All subjects available for 24/7 replies

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Scenarios, Discussion, and Questions“Houston, we have a problem.”

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