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Un-tapping Social Media - Poster full

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BCcampus
BCcampus

by Kimberly Kao and Ronald Ho, UBC

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What is Social Media Intelligence? 1 … a form of field research and is defined as valuable insight you can discern by gathering and analyzing social media content. Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
2Inthe Industry • Generate leads in targeted audiences • Protect your reputation • Monitor effectiveness of social media strategy • Maximize marketing communications Factory designed by Owen Payette McGarry from the Noun Project Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
"UBCMainMallAerial"byUBC PublicAffairs 3At UBC • Within four months of the Flexible Learning announcement 33 projects have already impacted 34,000 students. • First annual Academic Experience Report published in 2012. Only 6% of students responded to survey about Academic Experience • Anxiety and stress were identified as negative influences • Limitations: • Students feeling over surveyed. • Types and variations of data collected. Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
in Higher Education Social Media SMI looks into organic online conversations and dialogue. It provides us with highly specific insight into student experience “It gives a voice to the voiceless” For the first time, we have real time data to inform our decision making process, by the people, for the people. 4 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
Students are sharing knowledge and opinions online The information is free, public, unmoderated 0 3000 6000 9000 12000 UBC SFU UVA Yale Harvard 5 Why? This graph illustrates the engagement we see at UBC, compared to other major education institutions Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial- ShareAlike 4.0 International License. To view a copy of this license, visit http:// creativecommons.org/ licenses/by-nc-sa/4.0/.
Research Question In what ways can we utilize social media content to inform our understanding of student academic experience? 6 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
7Goal of our Research TrophydesignedbyGarrettKnollfromtheNounProject Bring to light student voices Improve student learning Impact decision making at the university level Enhance student experience Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
Scoping & identifying social media communities Data collection: Pulling posts We will use the APIs provided by the social media networks to retrieve the data we need to accomplish the research. This API is free– to a certain limit. ! Because this information is available without any requirement for an account, the Privacy and Ethics board has informed us that there is no further action required. Similarly, Copyright and Property is cleared through the Terms of Use that users agreed during sign up. Process Data Analysis and Report 8Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
Social media intelligence has shown to be highly accurate at identifying patterns and predictions for corporate companies as well as predicting trends like suicide risk (Durkheim Project, 2012-2014), box offices (Doshi, 2010) and the stock market (Bollen, Mao, Zeng, 2011). Social Media Intelligence in Literature Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
Longer period of analysis, with a wider scope with the same process and methodology. Next Steps 10 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
Findings 9 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
“I’m so impatient that UBC Connect is so slow that every single time I try to download slides, I click to a different tab like Facebook. Then, Blackboard either times out, or I forget about it and I still haven’t downloaded or studied” (124 Likes) Technology Connect (UBC’s Learning Management System) We saw a trend in students that they had make the choice between academic success, and health (such as, sleep, social lives and eating right). Health vs. Academic Success “I just logged into Connect for the first time this term.” (370 Likes) ! “You may be the only individual out there with a 100% success rate to be able to connect to Connect” (80 Likes) Posted December 14th, 2013 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
There is a trend that students feel that grades are arbitrary, and that they do not reflect the full picture. Furthermore, despite the language department attempting to prevent native language speakers who already have competency in the language taking beginner level courses, students still observe and notice that these students are getting into those courses Students questioned themselves why they went to university. Whether it is simply going strictly for the degree, or the experience of going to a university, that is, not necessarily for the learning. Grades “Why University?” Students express a sentiment of frustration and stress when studying for exams, such as not knowing what to study, Exams Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
“I find that listening to my lecture voice recordings treat my insomnia way better than any sleeping pill I have ever tried in my life” (294 likes) Student Engagement Despite the efforts of the university to create a welcoming, inclusive environment, students still question whether they made the right choice of coming to UBC, and whether they actually belong here. A sense of belonging Lesson Pace, Language Barrier and Comprehension Students find that professors have varying lesson pace (sometimes too fast, or slow), Language Barriers and perhaps not enough scaffolding was provided for Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.

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Un-tapping Social Media - Poster full

  • 1. What is Social Media Intelligence? 1 … a form of field research and is defined as valuable insight you can discern by gathering and analyzing social media content. Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 2. 2Inthe Industry • Generate leads in targeted audiences • Protect your reputation • Monitor effectiveness of social media strategy • Maximize marketing communications Factory designed by Owen Payette McGarry from the Noun Project Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 3. "UBCMainMallAerial"byUBC PublicAffairs 3At UBC • Within four months of the Flexible Learning announcement 33 projects have already impacted 34,000 students. • First annual Academic Experience Report published in 2012. Only 6% of students responded to survey about Academic Experience • Anxiety and stress were identified as negative influences • Limitations: • Students feeling over surveyed. • Types and variations of data collected. Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 4. in Higher Education Social Media SMI looks into organic online conversations and dialogue. It provides us with highly specific insight into student experience “It gives a voice to the voiceless” For the first time, we have real time data to inform our decision making process, by the people, for the people. 4 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 5. Students are sharing knowledge and opinions online The information is free, public, unmoderated 0 3000 6000 9000 12000 UBC SFU UVA Yale Harvard 5 Why? This graph illustrates the engagement we see at UBC, compared to other major education institutions Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial- ShareAlike 4.0 International License. To view a copy of this license, visit http:// creativecommons.org/ licenses/by-nc-sa/4.0/.
  • 6. Research Question In what ways can we utilize social media content to inform our understanding of student academic experience? 6 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 7. 7Goal of our Research TrophydesignedbyGarrettKnollfromtheNounProject Bring to light student voices Improve student learning Impact decision making at the university level Enhance student experience Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 8. Scoping & identifying social media communities Data collection: Pulling posts We will use the APIs provided by the social media networks to retrieve the data we need to accomplish the research. This API is free– to a certain limit. ! Because this information is available without any requirement for an account, the Privacy and Ethics board has informed us that there is no further action required. Similarly, Copyright and Property is cleared through the Terms of Use that users agreed during sign up. Process Data Analysis and Report 8Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 9. Social media intelligence has shown to be highly accurate at identifying patterns and predictions for corporate companies as well as predicting trends like suicide risk (Durkheim Project, 2012-2014), box offices (Doshi, 2010) and the stock market (Bollen, Mao, Zeng, 2011). Social Media Intelligence in Literature Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 10. Longer period of analysis, with a wider scope with the same process and methodology. Next Steps 10 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 11. Findings 9 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 12. “I’m so impatient that UBC Connect is so slow that every single time I try to download slides, I click to a different tab like Facebook. Then, Blackboard either times out, or I forget about it and I still haven’t downloaded or studied” (124 Likes) Technology Connect (UBC’s Learning Management System) We saw a trend in students that they had make the choice between academic success, and health (such as, sleep, social lives and eating right). Health vs. Academic Success “I just logged into Connect for the first time this term.” (370 Likes) ! “You may be the only individual out there with a 100% success rate to be able to connect to Connect” (80 Likes) Posted December 14th, 2013 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 13. There is a trend that students feel that grades are arbitrary, and that they do not reflect the full picture. Furthermore, despite the language department attempting to prevent native language speakers who already have competency in the language taking beginner level courses, students still observe and notice that these students are getting into those courses Students questioned themselves why they went to university. Whether it is simply going strictly for the degree, or the experience of going to a university, that is, not necessarily for the learning. Grades “Why University?” Students express a sentiment of frustration and stress when studying for exams, such as not knowing what to study, Exams Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
  • 14. “I find that listening to my lecture voice recordings treat my insomnia way better than any sleeping pill I have ever tried in my life” (294 likes) Student Engagement Despite the efforts of the university to create a welcoming, inclusive environment, students still question whether they made the right choice of coming to UBC, and whether they actually belong here. A sense of belonging Lesson Pace, Language Barrier and Comprehension Students find that professors have varying lesson pace (sometimes too fast, or slow), Language Barriers and perhaps not enough scaffolding was provided for Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.