Date post: | 18-Dec-2014 |
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Education |
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Engaging without invading:using social networking tools to connect with students
Stuart Johnson, University of Leicester
Becka Currant, University of Bradford
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
Student/LearnerDevelopment
We’re on the fringes
Needy students will seek us out
Student/LearnerDevelopment
Traditional advertising reaches a few more
Student/LearnerDevelopment
What about social networking tools?
There are many more but these are the ones we’ve been using
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 www.compete.com
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 http://en.wikipedia.org/wiki/List_of_countries_by_population
Two options
Use existing networks Create a new network
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
So we’re using social media…
Student/LearnerDevelopment
*NB. Facebook page not group
*
…to help us reach many more
Student/LearnerDevelopment
And they can communicate with us…
Student/LearnerDevelopment
And they can communicate with us…
Student/LearnerDevelopment
And they can communicate with us…
Student/LearnerDevelopment
And they can communicate with us…
Student/LearnerDevelopment
…and they tell their friends about us
Student/LearnerDevelopment
…and they tell their friends about us
Student/LearnerDevelopment
“I think that the Facebook page
is a great idea and I have since
spread the word to mates and
got them to join”
…who then follow our social media
Student/LearnerDevelopment
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
…and so does the number using our services
Student/LearnerDevelopment
But rather than them coming to us…
…they give us permission to go to them
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
Our website traffic has gone up (UoB)
*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”*
News and events feeds we automate
58%26%
8%
4%
But most of what we say is proactive
(automated)
(proactive/responsive)
(proactive/responsive)
Tone of voice is important too
Advice from Helpdesk Hollie: http://developingstuff.wordpress.com/2010/01/21/advice-from-helpdesk-hollie/
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
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
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