This document outlines an agenda for a class on social media in higher education and student affairs. It includes introductions, a discussion on developing social media plans and digital identity, and a guest speaker on how social media impacts student development. Key concepts from the Groundswell book are explained, like how social media allows people to get things from each other rather than institutions. The POST method for creating a social media strategy is described. Case studies and exercises on engaging students are discussed. Analytics and defining success metrics are also covered.

1. EDLD 590 Social
Media in HE/SA
Elizabeth Broughton, Professor
Eric Heilmeier, UM Manager,
Campus Information Centers

2. Agenda
 Introductions
 Developing, creating, and planning social
media (use #edldsm12)
 Discussion with Dr. Junco
 Professional/Personal Digital Identity
 Social Media analytics
 Parking Lot discussion
 Case Studies

3. Social Media (WHAT IS IT??)

4. TWO CONCEPTS
 Roger’s Innovation Adoption Curve
 GROUNDSWELL

6. Authors Charlene Li & Josh Bernoff
Originally written in 2007, expanded & revised in 2011

8. Simply put, Groundswell is a Groundswell is social trend in
social trend in which people which people use technology
use technology to get the to get the things they need
things they need from each from each other, rather than
from traditional institutions.
other, rather than from
traditional institutions like
corporations.

9.  PEOPLE
 TECHNOLOGY
 ECONOMICS
 WHAT IS Groundswell
GROUNDSWELL Collision of Three Forces
IN STUDENT
AFFAIRS?? Any
Forces??

10. Powerful Groundswell Tools
 Social Technographics Profile*
 POST method –systematic process for
social media plan
 5 Strategies in groundswell
 Listening
 Talking
 Energizing
 Supporting
 Embracing

12. Developed by Forrester research
Figuring out where your audience is on the “ladder”
Using the information to better define your goals
Using the information to better decide on technology

13. So how do we work with our students to create the Groundswell, and
more importantly, create unique opportunities for involvement—
POST
 PEOPLE  Who is our audience?
 Assess audience’s social
activities?
 OBJECTIVES  What do we want to accomplish?
Goals, talking with groundswell.
 How do you want the relationship
 STRATEGY with students to change?
Measure.
 TECHNOLOGY  What applications/technology
should you build?

14. Examples of Institutions

15. Mapping out success
 Strategy
 Management
 Education
 Applications
 Cost
 Assessment
 ROI

16. EDLD 590
#edldsm12
Afternoon

17. Special Guest
 Dr. Rey Junco (@reyjunco)
 http://www.reyjunco.com
 Professor at Lack Haven University
 Conducts research on how social media and other
technologies (such as Facebook, Instant Messaging,
Blogs, Twitter, and Cell Phones) impact the psychosocial
development of college students.
 Particularly interested in how technology can be used to
enhance student academic success and engagement.

18. Discuss—Digital/virtual Identity
Creating YOUR digital Identity
 What is a Digital Identity
 How to create your own
 How to manage/monitor
 Issues w/ privacy

19. Social Media & Student Development
Involvement requires •Obviously students are using social sites
physical and psychological •Students use social sites to remain connected to families and friends, thus helping
energy them perform better at college
•Some students are only on Facebook or Twitter and only check it while on the
Involvement occurs along a computer, others are more invested and monitor their presence almost all the
time.
continuum •Some people don't participate in groups/pages while other contribute to causes
they find important
•Quantitative - We can measure how many students visit our sites or join our fan
Involvement has pages, and get an idea of when they are interacting with us through
quantitative and qualitative insights/analytics
•Qualitative - this needs to be explored more, but can so easily through focus
features groups and conversations
Development is proportional •Researchers such as Rey Junco (Lake Haven University) is doing some
really interesting work around how social technology can enhance
to quantity and quality of students academic performance and engagement.
involvement
Educational effectiveness is •How can student affairs professional better work with students who aren't
related to capacity to living in the Student Union, or aren't the leaders/presidents of every major
organization on campus. But still want to be involved with us through via
increase involvement the internet and social networking sites?

20. This is the utopia of Creators
our social media
Though it sounds strategy. Let our
Conversationalists
students create the
These are the student bad, critics are an
who you know. The Critics important part of content, and drive
ones who are our any social media the conversation.
Students continually allies (whether they
Collectors strategy. They often Not only are we
evaluate their options. know it or not), the creating an
Students taking the challenge us to be
Joiners
What has the best best thing that can educational and
time join, or follow better, or we
programs/services.. happen is that our engaging
Students who your content is an challenge them to
Spectators
Use these students talk to each opportunity for our
only watch or important step. think critically
knowledgeable other, these students about a program or audience, but also
IMPORTANT: visit your site(s) Often times
students to create
Inactive students have to start that dialogue. a question we pose. for our students
Don’t forget to are an important new programs and who are creating
decide what Either through Critics don’t always
ask students to number to know. ideas. Utilizing their posting their own
information they criticize either, they the content
Qualitative data knowledge will create comments or
be involved want to receive, as are active on our (pictures, videos,
will enforce what one more opportunity answering ours, they
to reduce overload. walls and feeds in blogs, websites,
your strategy is for engagement.
Don’t ruin the trust. make other students general. polls, etc)
doing.
feel comfortable to
participate.
Involvement refers to the Investment of psychological and physical energy
Involvement occurs along a continuum
Involvement has both quantitative and qualitative aspects
Development is proportional to involvement
Educational effectiveness is related to the capacity to increase involvement

21. This is the utopia of Creators
our social media
Though it sounds Conversationalists our
strategy. Let
These are the student students create the
bad, critics are an
who you know. The Critics important part of content, and drive
ones who are our the conversation.
Students continually allies (whether they any social media
Collectors Not only are we
evaluate their options. know it or not), the strategy. They often
Students taking the creating an
What has the best challenge us to be
Joiners
time join, or follow best thing that can educational and
programs/services.. better, or we
your content is an happen is that our engaging
Students who Use these challenge them to
Spectators important step. students talk to each opportunity for our
only watch or knowledgeable think critically
IMPORTANT: Often times other, these students audience, but also
visit your site(s) students to create about a program or
Inactive students have to start that dialogue. for our students
Don’t forget to are an important new programs and a question we pose.
decide what Either through who are creating
ask students to number to know. ideas. Utilizing their posting their own Critics don’t always
information they the content
Qualitative data knowledge will create comments or criticize either, they
be involved want to receive, as (pictures, videos,
will enforce what one more opportunity answering ours, they are active on our
to reduce overload. blogs, websites,
your strategy is for engagement. walls and feeds in
Don’t ruin the trust. make other students polls, etc)
doing. general.
feel comfortable to
participate.
Involvement refers to the Investment of psychological and physical energy
Involvement occurs along a continuum
Involvement has both quantitative and qualitative aspects
Development is proportional to involvement
Educational effectiveness is related to the capacity to increase involvement

22. Examples of Institutions

23. Exercise: Engaging New
Students
 People
 Objectives
 Strategy
 Applications

24. Social Media Analytics
 Importance of Analytics
 Measurement tools
 Defining measureable goals (POST)
 Defining Success

25. Review Class Questions
 Revisitour Parking Lot..what haven't we
discussed?

26. Case Study or studies???
 Case of the Social Media Emergency
 Case of the misplaced tweet
 Case of too many mouths
 Case of the confused

27. Where do we go from here
 Discuss
final assignments –Liz
 #homework