Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Laying Down the Law: Social Media Policy and Strategy
1. Tell us
about you!
http://go.ncsu.edu/
unccause11-socialmedia-survey
Wednesday, November 2, 2011
2. University
Social Media
Jen Riehle | Office of Information Technology, NC State
Leslie Dare | Student Affairs Technology Services, NC State
Wednesday, November 2, 2011
3. What are you doing?
Does you university have campus-wide
social media guidelines or policy?
Does your department or office have
social media guidelines or policy?
What information would you most like to
see included in your campus social
media guidelines/policy?
Wednesday, November 2, 2011
poll results
4. Twitter sez...
http://bit.ly/vgxmhi
Wednesday, November 2, 2011
5. What are other
universities doing?
Wednesday, November 2, 2011
6. 61% 2008
www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
university social media usage
Wednesday, November 2, 2011
Social media usage in universities
7. 85% 2009
61% 2008
www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
university social media usage
Wednesday, November 2, 2011
Social media usage in universities
8. 95% 2010
85% 2009
61% 2008
www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
university social media usage
Wednesday, November 2, 2011
Social media usage in universities
9. 100% 2011
95% 2010
85% 2009
61% 2008
www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
university social media usage
Wednesday, November 2, 2011
Social media usage in universities
11. facebook
98% 2011
87% 2010
www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
Wednesday, November 2, 2011
Podcasting (up 19%) and LinkedIn (up 16%) are other big winners
Blogs primarily run by Admissions, marketing or PR offices
12. facebook
98% 2011
twitter
87% 2010 84% 2011
www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
59% 2010
Wednesday, November 2, 2011
Podcasting (up 19%) and LinkedIn (up 16%) are other big winners
Blogs primarily run by Admissions, marketing or PR offices
13. facebook
98% 2011
twitter
87% 2010 84% 2011
blogs
66% 2011
www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars
59% 2010
51% 2010
Wednesday, November 2, 2011
Podcasting (up 19%) and LinkedIn (up 16%) are other big winners
Blogs primarily run by Admissions, marketing or PR offices
14. JOHNS HOPKINS
SYRACUSE
ITHACA
BUTLER
TUFTS
Wednesday, November 2, 2011
Syracuse: innovates in social media; one of the first to use FourSquare on campus; one of the most universities on
Twitter
Ithaca: own SM tool that lets student meet classmates
JH: Student-run SM; heavy users of iTunesU
Butler: their mascot tweets; strong SM presence during March Madness
Tufts: Moderated discussions on Facebook and popular Dining Twitter feeds
15. What makes a good
policy?
Short and sweet
Easily accessible and highly visible
Often reviewed
Often updated
Wednesday, November 2, 2011
16. Case Study:
The Social Corps
Wednesday, November 2, 2011
1.6 million Facebook followers
Easy to update: Marines, pg 12. Facebook Places now discontinued at of August: first section
already out of date
Short and sweet, easily accessible: on Facebook Info page; now linked off Marines homepage
- points to SM page with links to guidelines, principles, SOP’s.
18. Biggest University Issues
Awareness of e-discovery and records retention
Clearly defined rules for social media account
names, icons, colors, voice, etc.
Planned strategies for negative or defamatory
posts and comments
Education for employees using social media
either personally or as a university representative
Wednesday, November 2, 2011
Additional issues: knowledge of rules for online promotions in different SM tools
19. Student Conduct
Students accessing "social networking services" such as Facebook, MySpace, Blogger, Twitter, and others
should carefully read the terms and conditions set forth by such services. Students are solely responsible for
the content of their sites. Neither ITS nor Macalester College assume any responsibility for what students
place there. Inappropriate material placed on social networking sites is subject to Macalester College's
Responsible Use policy, the Student Conduct Process and the College's Harassment and Grievance
Procedures.
In addition to violation of College policy, the posting of inappropriate material may
subject students to criminal and civil penalties. As referenced in the terms and
conditions of these networking services, students should refrain from posting
material that is deemed to be criminal; harassing; racially, sexually, ethnically or
religiously objectionable; defamatory; obscene; invasive of another’s privacy; or
infringing of copyright.
- MacAlester College, Saint Paul, MN
Wednesday, November 2, 2011
This example is from a private school, where you might see more restrictive Codes of Student
Conduct. UNCG mentions social media in the “no contact order” section of their Code. NC
State makes no specific mention but behaviors through social media are not immune to the
Code. Bottom line -- understand how social media can impact students and their behavior,
and the regulations on campus.
20. Monitoring Athletes
In June of 2011, the NCAA notified the University of North Carolina
at Chapel Hill of allegations against its Division I football team and
staff, including academic fraud and receipt of improper benefits.
Also included in the notice was a citation for failure to “adequately
and consistently monitor the social media activity” of its players.
NCAA requested “copies of materials posted on Twitter by football
student-athletes.”
Up to this point monitoring of student athletes was not required but
“encouraged.”
Wednesday, November 2, 2011
Two notes:
- makes it clear that records of student SM use may be request and must be available
- changes the burden on the Athletics staff. While not explicit that monitoring is required in
the past this sets a new precedent.
21. Monitoring Athletes
UDilligence and VarsityMonitor
Monitors Facebook, Twitter, MySpace, YouTube
and Bebo (UD)
Offers generic guidelines and training tools (VM)
Wednesday, November 2, 2011
Schools using it: LSU, Baylor, Texas Tech, Louisville, Old Miss and as of this fall, Maryland;
NCSU is evaluating it
Quotes from athletes that they’re only online because their professors are making them use
social media...
22. Educating Faculty
Increasing desire to use social media in
the classroom
it’s not going away
excellent way to engage
tools needed after graduation
Many have incorporated it into the
curriculum without consideration of
policy
Wednesday, November 2, 2011
FERPA - student rights and privacy
Understand best practices: Never require students to Friend you or join groups you’ve
created; Consider multiple accounts – personal and professional; Always check your privacy
settings; Take advantage of opportunities to educate students about appropriate social media
usage.
23. Educating Faculty
Introduction
When teaching in an on-line environment, it is essential that courses are
delivered in compliance with applicable laws and university policies; in
particular, those laws and policies designed to protect the student's rights to
privacy and accessibility.
4.2.2 In cases where the pedagogical use of an external course component is
such that certain privacy requirements can not be met (e.g., the students are
posting material on a public web site and their identities are exposed) a
limited release form is available to allow students to voluntarily waive certain
privacy rights. Instructors are advised, however, that students cannot be
required to waive their rights, and should be prepared to offer alternative
pedagogical approaches that do not require privacy waivers if necessary.
4.3 Instructors should list electronically hosted course components in the
course syllabus, and should identify any components that may present privacy
or accessibility issues for the student so that these issues can be worked out
during the course drop/add period.
- NC State REG 08.00.11
Wednesday, November 2, 2011
Student FERPA waiver, including it on Moodle (our CMS) to ensure it gets digitally signed
before moving forward and that it doesn’t get lost
25. Too many accounts
Photo
credit
sloanpix
Wednesday, November 2, 2011
Campus of social media is like a pile of candy hearts.
They all look different and have different messages - similar, but different. And after you’ve
had a few you’re totally sick of them.
26. Agreeing on guidelines
Photo
credit
stefan
Wednesday, November 2, 2011
Centralized group responsible for all SM accounts? Sam Houston State University social media
policy: anyone with a campus-related SM account required to give university administrators
editing privilages. Led to protests.
Limitation on using “ncsu” or some variation in account names?
29. Retrofitting
Possible to change your Twitter handle
but requires some management of the old
account
Facebook is notoriously complex and
dynamic
Consolidating company profiles:
Facebook and LinkedIn
Wednesday, November 2, 2011
Facebook vocabulary is problematic. Transitions from “groups” to “pages”
NC State “official” facebook page is only about a year old; very imconplete LinkedIn profile
30. Student Organizations
Student organizations often have their
own rules
Not required to fall under campus social
media branding or guidelines
Wednesday, November 2, 2011
Leslie will ad more here soon....
31. Analytics & Metrics
Useful for justifying investments of time
and money
Often includes archiving of social media
usage
Big costs in terms of time and tools
Wednesday, November 2, 2011
33. Social Media
Subcommittee
Sub-committee of Campus Communicators
Goal is to guide campus faculty, staff and
students to effective, compliant, educated
use of social media
Wednesday, November 2, 2011
34. Current Tasks
Survey campus for social media accounts
Secondary survey to establish social media
usage in classrooms
Development of getontheweb.ncsu.edu
Identify campus resources and social media
“experts”
Wednesday, November 2, 2011
35. Wednesday, November 2, 2011
Require use of brand bar and consideration for brand guidelines before you can be added
36. Wednesday, November 2, 2011
Everything on the official NC State YouTube channel goes through Communications office.
Been difficult to keep track of and they’re looking for a way to automate that process... LOTS
of unofficial NCSU-related uploads.
37. Future Tasks
Social Media “registration” system
Publish best-practices and offer campus
tutorials/classes
Add social media to Brand Book
guidelines
Campus software licensing agreement for
analytics tool(s)
Wednesday, November 2, 2011
Collect info on account names, managers, audience, etc.
38. Policy
Try to get by with unofficial guidelines
and best practices.
As necessary with time we may add
regulations or policy
Wednesday, November 2, 2011
Hard to have policy since it changes so rapidly. Broadly-written guidelines and best practices
are the best way to keep folks in-line.
Point people to resources and staff who can answer questions logically or bring odd use-
cases to the larger SM committee
40. A French company was fined
$36,000 after deleting
mentions of their competitors
from Wikipedia.
Wednesday, November 2, 2011
41. A major restaurant chain was
forced to issue public
apologies after a YouTube
video is released of an
employee yelling at a
customer.
Wednesday, November 2, 2011
KFC- 31k hits
42. A well-known design label had
their Facebook page essentially
hijacked by PETA protestors
with little to no resistance from
corporate staff
Wednesday, November 2, 2011
DKNY
43. Thank You!
Jen Riehle | @ncsumarit
Leslie Dare | @lesliedareNCSU
Evaluate us on Joind.in!
http://joind.in/4248
Wednesday, November 2, 2011
Waiver content: Under the Federal Family Education Rights and Privacy Act of 1974 (FERPA) and NC State’s FERPA regulation, a student’s education records are protected from disclosure to third parties.
Because of the public nature of wikis, students must provide written consent for wiki participation in a course setting.
I understand that participation in a wiki is required for [ course name and number ].
I give permissions to [ instructor name ] to include me in the wiki for this course. I understand that the wiki will be open and accessible to the public.
[ signature of student ]