Presentation delivered by Becka Currant and Stuart Johnston at LDHEN Symposium, Nottingham March 2010.

1. Engaging without invading:
using social networking tools to connect with students
Stuart Johnson, University of Leicester
Becka Currant, University of Bradford

2. 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

3. We’re on the fringes
Student/Learner
Development

4. Needy students will seek us out
Student/Learner
Development

5. Traditional advertising reaches a few more
Student/Learner
Development

6. What about social networking tools?
There are many more but these are the ones we’ve been using

7. 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

8. If Facebook were a country
1,400,000,000
1,200,000,000
1,000,000,000
800,000,000
600,000,000
400,000,000
200,000,000
0
Source http://en.wikipedia.org/wiki/List_of_countries_by_population

9. Two options
Use existing networks Create a new network

10. Using existing vs. new networks
Existing New
Lots of people are already You have to get people to sign-
signed-up up
It’s a place where people are It’s a place people have to
resident a lot of the time remember to visit
They already use if for other You can guide what it’s used it
purposes for
You have to be careful not to There’s less chance of feeling
invade invaded
People can feel exposed It can feel safer

11. So we’re using social media…
*
Student/Learner
Development
*NB. Facebook page not group

12. …to help us reach many more
Student/Learner
Development

13. And they can communicate with us…
Student/Learner
Development

14. And they can communicate with us…
Student/Learner
Development

15. And they can communicate with us…
Student/Learner
Development

16. And they can communicate with us…
Student/Learner
Development

17. …and they tell their friends about us
Student/Learner
Development

18. …and they tell their friends about us
“I think that the Facebook page
is a great idea and I have since
Student/Learner
Development
spread the word to mates and
got them to join”

19. …who then follow our social media
Student/Learner
Development

20. And the number of followers increases…
1200
1000
800
600
400
200
0
01/09/2009 01/10/2009 01/11/2009 01/12/2009 01/01/2010 01/02/2010 01/03/2010

21. …and so does the number using our services
Student/Learner
Development

22. But rather than them coming to us…
…they give us permission to go to them

23. Our website traffic has gone up (UoL)
120,000
100,000
80,000
60,000
40,000
20,000
0
Sep Oct Nov Dec Jan
2007/08 2008/09 2009/10

24. Our website traffic has gone up (UoB)

25. 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”*
*Facebook fan dashboard

26. News and events feeds we automate

27. But most of what we say is proactive
4%
8%
(proactive/responsive)
26% 58%
(proactive/responsive)
(automated)

28. Tone of voice is important too
Advice from Helpdesk Hollie: http://developingstuff.wordpress.com/2010/01/21/advice-from-helpdesk-hollie/

29. And it’s having an impact here
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 12% This never
21% happens
This sometimes
happens 67%

30. And here…
Has your awareness of Student Development services improved
since following us on Facebook or Twitter
14
12
10
8
6
4
2
0
A lot Quite a lot Not much Not at all
Yes I knew a bit No

31. 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