2012 Social Media in Higher Education Results
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In it's third year, the 2012 Social Media in Higher Education survey is a study conducted by Pearson in conjunction with the Babson Survey Research Group on how today's faculty are using social media in their personal, professional and teaching lives. These results were presented by Mike Moran of Converseon, Jeff Seaman of the Babson Survey Group, and Hester Tinti-Kane of Pearson Learning Solutions at the Social Media for Teaching and Learning event in Boston, MA on Oct. 19th. You can download the full 2012 Social Media in Higher Education report at www.pearsonlearningsolutions.com/social-media-survey.
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2012 Social Media in Higher Education Results
- 2. Blogs, Wikis, Podcasts and Facebook: How Today’s Higher Education Faculty Use Social Media Hester Tinti-Kane, VP, Marketing and Social Media Strategy, Pearson Jeff Seaman, Ph.D, Co-Director, Babson Survey Research Group Mike Moran, Co-author of Search Engine Marketing, Inc. Chief Strategist, Converseon 2 How Today’s Higher Education Faculty Use Social Media
- 3. Goal: Deeper look at faculty use of social • Third annual report – examining year-to-year changes. • How are college faculty are using social media? Which social media do faculty use for personal communication? Professional use? For teaching? • Representative national sample of teaching faculty – N = 3,875 3 How Today’s Higher Education Faculty Use Social Media
- 4. Personal Use: Most use monthly or more 4 How Today’s Higher Education Faculty Use Social Media
- 5. Personal Use: Facebook leads by far 5 How Today’s Higher Education Faculty Use Social Media
- 6. Professional Use: Almost half use monthly 6 How Today’s Higher Education Faculty Use Social Media
- 7. Professional Use: LinkedIn up, Facebook down 7 How Today’s Higher Education Faculty Use Social Media
- 8. Teaching Use: Still the minority 8 How Today’s Higher Education Faculty Use Social Media
- 9. Teaching Use: Math and Science still low 9 How Today’s Higher Education Faculty Use Social Media
- 10. Teaching Use: Blogs, wikis, and podcasts lead 10 How Today’s Higher Education Faculty Use Social Media
- 11. Teaching Use: Consume, Comment, Create 11 How Today’s Higher Education Faculty Use Social Media
- 12. Teaching Use: Online in the lead 12 How Today’s Higher Education Faculty Use Social Media
- 13. Age matters across all types of usage 13 How Today’s Higher Education Faculty Use Social Media
- 14. Teaching Use: Math and Science still low 14 How Today’s Higher Education Faculty Use Social Media
- 15. Video Use: Almost everyone 15 How Today’s Higher Education Faculty Use Social Media
- 16. Video Use: Almost everyone finds them online 16 How Today’s Higher Education Faculty Use Social Media
- 17. Barriers to use: Submission integrity at the top 17 How Today’s Higher Education Faculty Use Social Media
- 18. Barriers to use: All have dropped since 2011 18 How Today’s Higher Education Faculty Use Social Media
- 19. Barriers to use: Improving in all subgroups 19 How Today’s Higher Education Faculty Use Social Media
- 20. Thank you! Connect with us… •Hester Tinti-Kane – @tintikane – Hester.Tinti-kane@pearson.com • Jeff Seaman – @surveygroup – jseaman@babson.edu • Mike Moran – @mikemoran – mike@mikemoran.com 20 Faculty Use of Social Media l 03/09/11
- 21. Additional Charts 21 How Today’s Higher Education Faculty Use Social Media
- 22. Professional Use: Math and Science faculty lag 22 How Today’s Higher Education Faculty Use Social Media
- 23. Professional Use: LinkedIn Leads 23 How Today’s Higher Education Faculty Use Social Media
- 24. Some Differences by Discipline: 24 How Today’s Higher Education Faculty Use Social Media
- 25. Facebook Personal Use – Age Matters! 25 How Today’s Higher Education Faculty Use Social Media
- 26. Video Use: Searching 26 How Today’s Higher Education Faculty Use Social Media /11
- 27. Teaching Use: Age Again! 27 How Today’s Higher Education Faculty Use Social Media
Notas do Editor
- Hester
- Hester
- Hester Response rate – issues. 2011 sample vs 2012 Characteristics of Respondents – Status Part-time 26.6% 2011: 24.2% Full-time 73.4% 2011: 75.8% Characteristics of Respondents – Discipline Humanities and arts 25.4% Math + Computer Science 10.5% Natural Sciences 21.5% Professions, Applied sciences 23.2% Social Sciences 19.4% Characteristics of Respondents – Years Teaching Less than 5 16.4% 2011: 17.1% 5 to 10 years 16.6% 2011:15.5% 10 to 20 years 33.5% 2011: 32.9% More than 20 years 33.6% 3011: 34.4% Characteristics of Respondents – Age Under 35 9.3% 35-44 20.8% 45-54 28.3% 55+ 41.7% Characteristics of Respondents – Teach Online No 73.6% 2011: 77.6% Teach Online 26.4% 2011: 22.4%
- Mike Rarely are people who dabble in it (using less than monthly), so from here forward, we will not be including this segment of the sample. Faculty Personal Use of Social Media – 2012 Monthly + Rarely Do not use 64.4% 19.5% 16.1%
- Mike Reiterate the monthly or more frequent use of all included in the graph, colors for each. Facebook daily is higher than monthly use of any other social network. We find that LinkedIn personal use is surprisingly high and we would like to explore this next year to find out why. We found last year that not everyone thinks of video as social, so this year we focused on teaching use of video. Frequency of Faculty Personal Use of Social Media by Site – 2012 Daily Weekly Monthly Twitter 3.3% 2.8% 1.8% Podcasts 2.6% 5.1% 6.8% LinkedIn 1.7% 7.6% 9.5% Blogs and Wikis 5.6% 7.0% 7.6% Facebook 26.2% 17.3% 8.9%
- Mike Specifically excludes use for teaching, moving forward, graphs only include monthly or more fequently. Faculty Professional Use of Social Media – 2012 Use Do not use 44.7% 55.3%
- Mike IPOs, negative press about Facebook, growing experience of faculty, now deciding which ones to use. This speaks to specialization of using social media for specific purposed – personal vs professional (big LinkedIn flip). Daily use of Facebook for professional is still higher than LinkedIn daily use, even though most frequent use is what dropped the most. (Daily personal use of Facebook is over 26%.) Frequency of Faculty Professional Use of Social Media by Site – 2011 and 2012 Site Year Daily Weekly Monthly LinkedIn 2012 2.1% 9.4% 12.4% 2011 1.1% 6.7% 10.0% Facebook 2012 3.6% 8.4% 6.6% 2011 10.9% 9.8% 8.9% Twitter 2012 1.8% 2.2% 1.8% 2011 2.3% 2.4% 1.9%
- Jeff Faculty Teaching Use of Social Media – 2012 Do not use people will be excluded for future graphs. Elimintaed video. For future, this will be something to watch. Use Do not use 33.8% 66.2%
- Jeff Same groupings as for professional use. Slight variations in the order from top to bottom. Heath and Nutrition MyLabs using social tools. Faculty Teaching Use of Social Media by Discipline – 2012 Discipline Use Natural Sciences 24.3% Mathematics + Computer Science 26.7% Social Sciences 36.8% Professions, Applied sciences 37.3% Humanities and arts 39.7%
- Jeff Note the scale of this graph! We top out at about 22%. Top social networks used for personal and professional are at the bottom. Content based forms are still dominating. How social are these forms of content? Just richer, but still pretty static as far as interactivity. Content is the driver, not social. Similar to video. This is a gentle step, staying within the safe zone. Report goes into more detail about the patterns of use. Consume, curate, comment, create, community. Frequency of Faculty Teaching Use of Social Media by Site – 2012 Site Daily Weekly Monthly Twitter .6% 1.1% 1.0% LinkedIn .4% 1.7% 2.3% Facebook 1.4% 3.7% 2.5% Podcasts 1.3% 4.3% 8.5% Blogs and Wikis 3.3% 8.8% 9.5%
- Jeff Type of Faculty Use of Podcasts and Blogs and Wikis for Teaching – 2012 Blogs or Wikis Use Post or create 14.4% Comment 12.2% View 19.6% Podcasts Post or create 2.8% Comment 8.6% Listen 21.7%
- Jeff Frequency of Faculty Teaching Use of Blogs and Wikis by Online or Blended Teaching – 2012 Daily Weekly Monthly Do Not Teach Online or Blended 3.0% 6.5% 7.2% Teach Online or Blended 3.6% 7.4% 11.3%
- Jeff First year we asked about age range. Driven by years teaching from last year, concern about response rate initially but after pre-testing no problem. This creates a pervasive pattern for personal, professional and teaching use but over 50% for oldest age group is significant. Faculty Use of Social Media by Age – 2012 Age Teaching Professional Personal 55+ 29.5% 37.8% 53.9% 45-54 34.1% 46.1% 65.4% 35-44 38.3% 52.5% 76.4% Under 35 41.5% 55.7% 84.7%
- Jeff Same groupings as for professional use. Slight variations in the order from top to bottom. Heath and Nutrition MyLabs using social tools. Faculty Teaching Use of Social Media by Discipline – 2012 Discipline Use Natural Sciences 24.3% Mathematics + Computer Science 26.7% Social Sciences 36.8% Professions, Applied sciences 37.3% Humanities and arts 39.7%
- Hester New this year – pulled video apart to better define differences in use of social media vs just video alone. Dive deeper into video. Faculty Video Use in Class Sessions – 2012 Use Do not use 87.5% 12.5%
- Hester YouTube, Other Online Video in 2011, but now more definition of source of video. A little blurry on original source. Might include lecture capture – call this out separately next year. Big discipline differences in Created My Own. Sources of Video for Faculty Use in Teaching – 2012 Source Use Created my own 33.8% Provided by my institution 41.1% Provided by educational publishers 69.5% Online 83.3%
- Hester High percentage of the population see barriers (over 70% down to 30%), same top two as 2011 – integrity and privacy. We added separate accounts as barrier from last year’s feedback. Sidebar about privacy. Barriers to Faculty Use of Social Media – 2012 Very Important Important Lack of support at my institution 12.8% 19.4% Takes too much time to learn or use 13.5% 23.3% Lack of integration with LMS 18.5% 25.2% Inability to measure effectiveness 17.3% 31.9% Grading and assessment 22.1% 31.9% Separate course and personal accounts 37.5% 23.0% Concerns about privacy 41.2% 22.9% Integrity of student submissions 41.4% 29.7%
- Hester, Jeff, Mike ALL barriers show significant, but lower level of concern. Huge change in Takes Too Much Time – this works across every sub group of faculty (discipline, age group, tenure, pt, full time). People are becoming more comfortable with this. Increased value placed in the time spent on social media. Change in sites themselves, more user friendly, faculty more proficient, more familiarity help faculty predict how much time social media will take, “Don’t have time” = “Not important” so maybe see as more valuable so more willing to invest the time. Lack of Support shows big improvement as well. Discuss. Questions – what do you think? Barriers to Faculty Use of Social Media - 2011 and 2012 Lack of support at my institution 2012 32.2% 2011 42.6% Takes too much time to learn or use 2012 36.8% 2011 61.4% Lack of integration with my school's Learning Management System (LMS) 2012 43.7% 2011 50.4% Concerns about privacy 2012 64.1% 2011 71.9% Concerns about the integrity of online student submissions 2012 71.1% 2011 77.9%
- Hester, Jeff, Mike Huge change in Takes Too Much Time– this works across every sub group of faculty (discipline, age group, tenure, pt, full time) Takes Too Much Time as a Barrier for Faculty Use of Social Media by Discipline – 2011 and 2012 2012 2011 Social Sciences 13.4% 29.4% Professions and Applied Sciences 14.6% 23.9% Natural Sciences 12.9% 30.8% Mathematics and Computer Science 9.9% 29.2% Humanities and Arts 14.4% 26.9%
- Hester
- Mike There seem to be two distinct groups and, because this is professional use, the differences are NOT driven by the subject content—it appears that math and science faculty members are simply less predisposed to using social media. When we see the results for teaching, we will see these groupings again. Faculty Professional Use of Social Media by Discipline – 2012 Discipline Use Mathematics + Computer Science 35.2% Natural Sciences 36.2% Professions, Applied sciences 47.6% Social Sciences 48.6% Humanities and arts 50.2%
- Mike Job search and professional profiles for this activity. Academic and commercial organizations intertwined. Discipline specific organizations. Frequency of Faculty Professional Use of Social Media by Site – 2012 Site Daily Weekly Monthly Twitter 1.8% 2.2% 1.8% Podcasts 1.1% 2.7% 7.1% Facebook 3.6% 8.4% 6.6% Blogs and Wikis 3.3% 6.9% 8.9% LinkedIn 2.1% 9.4% 12.4%
- Faculty Personal Use of Social Media by Discipline – 2012 Use Do not use Natural Sciences 57.2% 42.8% Mathematics + Computer Science 59.6% 40.4% Professions, Applied sciences 63.6% 36.4% Social Sciences 66.4% 33.6% Humanities and arts 71.7% 28.3%
- Frequency of Faculty Personal Use of Facebook by Age – 2012 Daily Weekly Monthly 55+ 15.4% 16.7% 9.0% 45-54 26.3% 15.9% 9.6% 35-44 37.0% 19.7% 9.4% Under 35 51.6% 18.4% 6.1%
- Selection Methods of Video for Faculty Use in Teaching – 2012 Use Used online ratings and comments 26.0% Recommended by other faculty 68.0% Found online 83.3%
- Frequency of Faculty Teaching Use of Blogs and Wikis by Age – 2012 Age Daily Weekly Monthly 55+ 2.9% 7.1% 8.3% 45-54 3.5% 8.4% 9.5% 35-44 2.9% 11.1% 10.2% Under 35 5.4% 11.2% 13.3%