This document discusses the use of social media in education. It summarizes interviews with teaching staff at Aalto University School of Economics on their experiences using social media like Twitter, Facebook, LinkedIn, YouTube, and blogs in their courses. While traditional online tools are still used, social media allows for more active student engagement and discussion. For example, Facebook groups saw students 10 times more active than other platforms. However, teachers note social media should have an educational purpose and different tools may engage different learning styles. Overall, while challenging, integrating social media can transform passive students into active knowledge producers and teachers.

1. Online education
Jari Salo,
Professor of Marketing
Head of doctoral program
Adjunct Professor (Aalto University School of Business)
Associate Editor of Journal of Information Technology Research
Oulu Business School
University of Oulu
Department of Marketing
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
Objective
• To shed some light on the social media
usage in teaching
• To prepare students, teachers and
practitioners to understand the challenges
related to social media usage in education
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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2. • According to Kaplan & Haenlein (2010) social media
can be defined as "a group of Internet-based
applications that build on the ideological and
technological foundations of Web 2.0, which allows
the creation and exchange of user-generated
content."
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
Methodology
•
5 in-depth interviews with teaching staff of Aalto School of Economics,
Department of Marketing (ranging from 40min to 1h30min)
• Senior lecturer Erik Pöntiskoski responsible for number of courses
e.g. Product and Brand Management, minor study program
Mediabizlab (mediabizlab.fi) in collaboration with several
companies
• Joel Hietanen: Principles of Marketing & video ethnography Master
thesis group
• Elina Koivisto: PhD student/lecturer
• Mikko Laukkanen: PhD student/lecturer
• Antti Sihvonen: PhD student/lecturer
• + own experiences of teaching 30 different courses over ten year
period (+ having a degree in pedagogy / teaching)
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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3. History of ”improving utilization of
technology”
•
Established in 2010, Aalto University is strongly future-oriented while at the
same time building on the combined 300-year-history of three highly-regarded
universities. It was created by a merger of the Helsinki School of Economics,
Helsinki University of Technology and the University of Art and Design Helsinki.
•
At the Aalto School of Economics, (formerly HSE), The Center for Innovative
Education (CIE) is dedicated to the advancement and implementation of
innovative education in the university. It was founded May 13, 1996. CIE is
working in eLearning support, managing eLearning systems and teaching faculty
training and education. The CIE also co-ordinates the Finnish Virtual University
activities of the HSE.
•
Similar centers for improving education exist in all Finnish universities
•
Technologies are bodies of skills, knowledge, and procedures for making, using,
and doing useful things" (Merrill 1968).
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
How we did things before 2010
Tools (in
adopted order)
Issues (+/-) for
students
Issues (+/-) for
teacher
Issues (+/-) for
school
Learning
outcomes
Webpage
Privacy issuespublic, Download
material,
If knowledgeable
easy to use
Easy admin (cost
to serve etc.)
Passively if at all
achieved
Secured webpage
with a discussion
group
Security,
Download
material, discuss
with other
students
If knowledgeable
easy to use
(deliver material,
discuss)
Easy admin (cost
to serve etc.)
A bit more active ,
maybe other
students views are
visible
Optima (similar to
Moodle,
Blackboard etc.
intranet)
Secured, material
available,
discussions, return
exercise, teachers
comments and
other students
comments
If knowledgeable
easy to use
(deliver material,
discuss, usually
teacher had to
force students to
discuss)
More resources
needed for
educating
teachings, helping
when needed.
Altogether admin
cost are higher
A bit better
outcomes, other
students are
posting general
comments and
specific comments
for exercises and
teachers are
participating on
discussions
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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4. How we did things before 2010
• Common thread in all education tools described above
•
We forced students to
• Download material,
• Read and comment materials
• Submit exercises (cases, summaries, learning diaries)
• Comment others exercises, (group 1 comments group 10 and vice versa)
• Post own comments / ideas
• Results:
•
•
Students are forced to do things, its not fun, small number of students are
active if at all. They get small reward yes, but for most its not interesting
enough or motivating enough
Side note to discussion groups: Some of the FB generation of students were
not familiar or did not know or felt awkward to utilize old fashioned Fishbone
discussion groups (where moderators and pseudonyms are used).
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
After 2010 (in some programs and
courses)
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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5. After 2010- Twitter
•
Linked to course webpage
•
•
Purpose: Teacher can up-date on the go what is going on, easy to post
emerging themes, issues, and happenings,
e.g. visiting lecture from Nokia has the new gadget with him at the bar
Nolla if u like come and see the device and discuss with managers
before the product is launched
•
Posting links, re-tweeting important issues
•
Student benefits: More interactive, fun and fresh information and
possibilities to participate in ad-hoc events
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
After 2010- Facebook
•
In some cases students have established Facebook page and a group
for a course and later invited teacher(s) to join
•
In other cases teachers are establishing Facebook groups and students
are joining (usually younger teachers!)
•
•
Some teachers don't want to be ”friends” with students still
Note that FB groups can be used without being ”friends”
•
Teachers might perceive blurring of teacher/social me boundaries when
interacting in FB while students don’t seem to bother (shared/private
profiles)
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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6. After 2010- Facebook
•
Purpose of using FB:
•
•
•
•
•
Sharing material
Chat
Asking questions from teachers and peers is more easier and giving feedback
Commenting exercises
Students share links, tips and news about marketing and other current situations
•
Students have strong netiquette as they only post relevant topics
•
Of course not all students are joining these groups and other means of
communication are needed
In Product and Brand Management class 30 out 50 students joined FB group
As a result, students are roughly 10 times more active than in traditional
discussion groups or in e-learning environment (Optima, Blackboard, Moodle,
etc.)
•
•
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
After 2010- Facebook
• Questions to address:
• Group size (25 vs. 300)
• If 300 students its difficult to evaluate activity, thus smaller
classes are preferred while using FB
• Benefits from Consumer Culture class:
• More active discussion, natural interaction platform for
students
• Tips & links posted
• Video material
• Positive feedback from students
• Secondary interaction platform
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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7. Aalto Department of Marketing (internal
group)
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
After 2010- LinkedIn:
•
Netnographic approach (e.g. Kozinets, Valck etc.)
•
Purpose: Industry specific insights or gaining managerially valid ideas
•
Task: get to know logic of some group and actively follow one
discussion group. What are professionals currently discussing ? e.g. in
Philips healthcare, SAP group or in digital marketing group
•
Participate and ask questions in discussion groups
•
Prepare report
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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8. Some of my Linkedin groups
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
After 2010- YouTube
•
Guest lecture: utilize existing video instead e.g. Ted Talk (time
consuming – going though 100 “bad” videos
•
Used in Principles of Marketing, Digital Marketing and Product and
Brand Management
•
Utilization in Product and Brand Management course:
•
Task/purpose: How consumers / users are using products in their every
day life ? Get insights into how users are utilizing products and how you
can use that knowledge to develop better products
http://www.youtube.com/watch?v=yKZNdMSUmK0
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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9. After 2010- YouTube
•
YouTube usage in Digital Marketing (Nokia case)
•
Purpose: identify value drivers for updating SW of Nokia mobile phone
•
End user benefits for updating the SW : e.g. longer battery life, better services
etc.
•
First, students create video illustrating benefits of updating Nokia mobile phones
SW
•
Second, use social media and any means possible (blogs, celebrities, FB,
LinkedIn etc.) to drive traffic to the video (viral-e-wom)
•
Three of the best campaigns were rewarded
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
After 2010- Blogs
• Minor study program: Mediabizlab
-
Few companies are funding but almost one hundred is participating
Program extended over one year
Courses last up to six months
Company specific research project (company-student-teacher meetings)
• Twice a month students are blogging about their research
project that they are actively doing with one of the companies.
• Result: Other participating companies get
•
•
•
•
new information,
up-date to information about the project
teachers get to know students better and how students are developing and
progressing,
other students read fresh material and get new insights and comment and
extend 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
P.O. BOX ideas.
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10. After 2010- Video ethnography
•
•
•
•
•
•
•
•
Master thesis can be done with videography
Usually related to company needs (e.g. Valio Finnish dairy producer – package
design innovations)
Seminar leader PhD student Joel Hietanen who won best video ethnography
award in Advances in Consumer Research (ACR) video track
22 minute video (same as TV series without commercials) + text based thesis
30-50 pages)
Currently 3 students in a group, two have graduated
One of the graduates is a professional film maker
Is this easier for students ? No, he spent 6000€ on materials, rental equipment,
travel etc. + 50 pages of text thesis)
His work is submitted to ACR video track
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
After 2010- Videoetnography
•
•
•
•
Challenges:
Firm specific research questions sometimes difficult to come by
Cost of equipment
Unfamiliar method
”Brothers in paint” academic videography
(ACR best video award)
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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11. After 2010- Virtual worlds
• Second life used for Lablife teaching
experiment
• Swedish course for chemical engineering
students
• Using avatars to learn Swedish language
used in laboratories
http://sites.google.com/site/lablife3d/
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
After 2010- Virtual worlds
•
5 street virtual world
•
Students experimenting with virtual world
•
Doing a report on self-presentation with avatar, consumption, brands,
music etc.
•
Public and private discussion with other students and others in the
virtual world 5 street
•
5 street teaching tied to research on virtual worlds: paper on selfpresentation in virtual world submitted to ACR
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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12. To conclude
• All the tools used previously (Blackboard, Moodle, web pages,
online education systems) are still being used
• But also new social media tools are utilized
• There should be a purpose for using new tools – learning
outcome
• Twitter, LinkedIn, YouTube, FB are cool – but its not enough
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
To conclude
• Students are not passive audience anymore !
• We can engage them with social media
• Searching knowledge
• Producing knowledge (videos, blogs, learning diary,
reports…)
• Teaching to others
• Trialing different marketing campaigns
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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13. To conclude
• Context - which course ?
• Adopting gradually (one application for each course?)
• Purpose: What learning outcome is aimed at ?
• Remember that students have individual learning styles
• Visual
• Kinesthetic
• Auditory
• ?
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
Thank you
Q&A
Jari.salo@oulu.fi
P.O. BOX 4600, 90014 University of Oulu • tel. (08) 553 2905, fax (08) 553 2906 • www.oulubusinessschool.fi
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