Dr. Tom Seymour Dr. John Girard Minot State University Minot, North Dakota

1. The New Face(book) of Higher EducationSession No.: G-SUN-1030-fWeb 2.0Colleges --- UniversitiesSocial Media Dr. Tom Seymour Dr. John Girard Minot State University Minot, North Dakota tom.seymour@minotstateu.edu John.girard@minotstateu.edu

2. Introduction As technology becomes more pervasive within our society it seems as if we are constantly surrounded by a sea of new and exciting changes. One new change that has recently caught the attention of several information technology professionals is social media. (Medure)

3. What is Social Media? Social media describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. http://www.webpronews.com/blogtalk/2007/06/29/the-definition-of-social-media

4. Research Students vs. Faculty view Social Media • 20 million+ college students in US • More than 50% will not graduate • Dropouts – Lack of Engagement • 98% of students support social networking as a benefit to their education • 14% of faculty believe in using social networking sites for education McGraw-Hill Education Survey

5. How long did it take to reach 50 million users? • Telephone: 74 years • Radio: 38 years • Personal Computer: 16 years • Internet: 2 Years • Blog: 1 year • HR.com

7. The Social Media Share http://www.tweetdeck.com/

8. The Social Media Share www.google.com/alerts

9. Avenues of Socialization

10. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

11. Inbound Marketing

12. Social Media

13. Social Media = Cocktail Party • Social media is similar to a cocktail reception • Without constraints of time or space • More public – easier for other people to listen in Flickr: TECHcocktail

14. Men Vs. Women http://ping.fm/

15. Males vs. Females on Networks

16. Social Media Metrics • Visitors and sources of traffic • Network size (followers, fans, members) • Quantity of commentary about brand or product • Social media leads • Engagement duration • Bounce rate • Membership increase and active network size.

17. Social Media Metrics • 73% of online users read a blog • 57% join  social networks • 45% have started a blog • 83% have viewed a  video online • 39% subscribe to  RSS feeds • 36% think more positively about companies that have blogs • Source: Universal McCann Wave3 research into social media

19. Texting at Your University

20. Email --- Is The Digital Glue !! • Email marketing returned $43.62 for every dollar spent on it in 2009, and is expected to return $42.08 for every dollar spent on it in 2010.  (Direct Marketing Association) • 89% of retailers cited email is the most mentioned successful tactic overall.  (Forrester Research and Shop.org’s Retailing Online 2009: Marketing Report)

23. Web sites • www.seymour-senate.us • www.google.com/buzz • Students • Itunes.com

25. Founded by Reid Hoffman in 2002 • Business oriented social networking site • Allows users to have professional connections and contacts with them • www.Linkedin.com • http://www.socialmediaexaminer.com/

26. Tips to Build Your LinkedIn Network: • Start with the people you know • Find people by searching • Start participating in Answers • Update your status often • Connect your Twitter and LinkedIn accounts

27. BLOGS • Type of website maintained by an individual that creates entries • http://wordpress.org/extend/plugins/ • http://senator-tom-seymour.blogspot.com/ • http://socialnomics.net/

28. About Blogs (web + logs) • Chronologically arranged websites • Lots of content • Easy to update / instant Web publishing • Attract inbound links • Informal two-way conversations • RSS feeds = more ways to be found • develops loyal readers who subscribe • indexed in additional search engines smallbiztrends.com

29. Created by 3 former PayPal employees in 2005 • Video sharing website • Non-registered users can watch videos using a search engine will registered users can upload and view videos • Flip Camera and Droid • www.youtube.com • Search for Senator Tom Seymour

30. Senator Tom Seymour in North Dakota Senate - TV Interview-2003 • North Dakota – Inteviews of Business Persons – on Careers – Shared with Students via YouTube • http://www.youtube.com/education?b=400 -- You Tube Ed – University Videos

31. Academic benefitis of YouTube • Distance learning capability • Additional lectures capability (e.g. research skills, presentation skills) • Putting an issue into a particular context, e.g. old lectures or class discussion recordings • Perspectives for students to listen to lectures from other professors and teachers • Supplemental humour videos to break up a long lecture • Ability to assign students assignments to upload videos to spread knowledge

32. Wikis • Hawaiian word for quick • A piece of server software that allows people to edit web pages content • Wikipedia • Can edit each other’s info if you feel its incorrect

33. Created by Dustin Moskovitz and Mark Zuckerberg in 2004 as a way for their fellow Harvard students to stay in touch. • Over 400 million users • Provided in over 70 languages • More than 10 billion minutes are spent on the Facebook homepage everyday • www.facebook.com

34. Why You Should Care • Over 450 million active users • 700,000 new users every day • Most trafficked website • More than half outside college • Fastest growing demographic is those 35 years or older

35. 130 friends Average on Facebook • Facebook – 5,824,000 plus • Starbucks – 5,116,000 plus • Coca-cola – 4,007,000 plus • YouTube – 3,800,000 plus • Skittles – 3, 600,000 plus • Average user spends more than 55 minutes per day on Facebook: share photos, content on the web, blog posts,information about events, and news stories www.insidefacebook.com

36. Sign Up at www.facebook.com

37. Facebook ref. 1

38. Engagement: Activity

39. Avenues and Opportunities for Colleges and Universities to LeverageSocial Media ref. 3 • Recruiting • Promoting, publishing and connecting • Office Hours via Facebook • Emergency Services and Notification • Alumni Engagement

40. Universities and Social Media Explode • To meet this demand for education in social media strategy, several top business schools are incorporating courses on social networks into their M.B.A. curriculums. These include Harvard Business School; London Business School; Insead, the international business school based in Fontainebleau, France; and the École des HautesÉtudesCommerciales, known as H.E.C., in Paris.

41. Recruiting With the advent of social media and as seen in the graphic on the preceding slide, social media as a form of communication is becoming second to none. In order to leverage social media for recruiting to the fullest colleges and universities need to ensure their presence is noticed. • In the end “CONTENT” is King and these institutions must ensuring that Recruiting information is: • Relevant • Useful • and Interesting

42. Social Media to Research Students Students need to be wary of their online image or presence. Just as employers are now using the social media to research candidates, universities are using it to research their prospective students. Colleges are even reviewing prospective students posted pictures to ensure the individuals they are selecting are on contributing to illicit activities. Ref. 4

43. Office Hours via Facebook The University of Stanford has piloted a process of offering Office Hours Via Facebook. With busy schedules of students and faculty, Facebook provides a forum for topics to be introduced, questions to be asked, and answers to be provided. Most often video is posted on the research topic, blog posts are where questions are asked used to describe the topic of research and follow up video answers commenting specifically on the questions follow. This method benefits both the student and the faculty in that Students can see all the questions and answers asked. Faculty no longer need to answer a question more than once, as their information in now available for every student to review. Ref. 5

44. Publishing and Promoting Ref. 4 More schools are using social media to publish articles about academic achievements and athletic events. Keeping students engaged and informed about all the various opportunities offered. • A snapshot of Harvard University’s twitter page from today shows us: • Health Tips for Valentines Day • Harvard Arts Medal Award for 2010 • Free Ice Skating at the Allston Rink • Student Concert Event

45. Alumni Engagement Colleges and Universities are extending the reach of their social networking efforts to include one of their most powerful resources, their Alumni Through the use of social media Alumni can benefit in the areas of: Job placement Collaboration with current students Fundraising Alumni Generated Content Meeting with Alumni where they are at Promoting Alumni Networks Creating Mobile Reunions Ref. 7

46. Connecting The University of Michigan uses Facebook as a mechanism to allow its 46,000 friends to connect with each other on various topics. The effort has been a particular success for incoming freshman to connect with each other. The University of Michigan supports varying groups including one for each graduating class. Ref. 5 While the University of Michigan is one of the largest in the nation, Facebook is helping them create a sense of community within their populous.

47. Emergency Services and Notifications We have all heard the horrific tales of on campus violence and shooting rampages. Just this week a professor at an Alabama college allegedly shot six of her colleagues, killing three. Using text messages, twitter, and Facebook students and faculty can be immediately have an emergent situation brought to their attention. This type of information can be invaluable in a true emergency. With sprawling campuses and disconnected constituents, social media is the only mechanism to achieve speed of deliver and accuracy in information during emergency situations Waterfall’s AlertU emergency notification system already enables colleges to send text messages to students, faculty and staff in the event of a campus emergency.  The system is integrated into current emergency action plans quickly and easily, enabling an additional communication channel that delivers vital information to registered users, students, faculty and staff at colleges across the country (Feb, 2010). Ref. 6

48. MARKETING AND RECRUITING • Tufts University is now accepting YouTube videos from prospective applicants for admission • Approx 1000 of the 15000 applicants submitted videos • This is just new ways of Universities reaching out to the new waves of students

49. MARKETING AND RECRUITING http://thechoice.blogs.nytimes.com/2010/01/19/yale/ Yale has used YouTube as a marketing pitch for the school. Following the High School Musical theme they recently posted a video on YouTube called "That's Why I Chose Yale"

50. MARKETING AND RECRUITING Social Media Marketing can help to increase Adult Student Recruitment Many Universities are now set up on FaceBook, Twitter, MySpace and YouTube Universities have links to their social media sites on their university pages http://mashable.com/ An Example: Saint Leo University http://www.saintleo.edu/Admissions/Center-for-Online-Learning