Maximizing Social Media: Higher Education

1. Maximizing Social Media:Higher Education Annukka Thelen Emily Delano John Gipson Ryan Bond Grand Valley State University

2. Intended Usage for Case Study Evaluators This PowerPoint was created to serve as an independent resource addressing the history, advantages, and concerns of social media for the MC Social Media Committee to present to the President of MC, along with other administrators. We would like to clarify that if we were presenting this PowerPoint in person, aspects of the included links would be verbally summarized. However, we have included access to the primary documents for all who wish to utilize the information obtained through our research.

3. What is Social Media? Boyd and Ellison (2007) define social media as “web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system” (p. 211).

4. Evolution of Social Media(Major Social Networking Sites) 1997 – 2000 Sixdegrees.com 2002 – present Friendster 2003 – present Linkedin 2003 – present MySpace 2005 – present YouTube 2005 – present Xanga 2006 – present Facebook (Open to everyone) 2006 – present Twitter Source: Boyd, D. M. & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. DOI: 10.1111/j.1083-6101.2007.00393.x

5. The Big Three: Facebook, Twitter, Linkedin Source: Online Universities.com (as cited in Silverman, 2012)

6. Advantages of Social Media • Heiberger and Harper (2008) demonstrate how social media can be utilized throughout theories within student affairs, including Astin’s theory of student involvement and Tinto’s retention models. • 98% of students are using Facebook – quick, efficient, sustainable communication • According to Qualman (2011) social media is utilized in the business world to promote products cheaply and efficiently. Example: Ford gave individuals Ford Fiestas for 6 months who promised to document their experiences using social media. The results: over 7 million YouTube views, 750,000 views of photos on Flickr, 11,000 “hand raisers” on Fiestamovement.com, 11,000 vehicle reservations, and a 60% awareness rate (equal to all cars on the market for 2-3 years) • We need to educate for today, not yesterday – According to Evans and Mckee (2010), “social technology is now considered a “given” in business” (p. 3)

7. Classroom and Instruction • Enhanced Communication – Students are comfortable to express themselves • Increased Accessibility – Smartphones = Greater accessibility than blogs, Blackboard • Personal Learning Networks – Promotes cross institutional research • Instant Academic Support Services – Advising, Virtual Office Hours • Student Collaboration – Easy access to groups, diverse populations, sustainable and affordable Useful Tips for Effective Teaching and Learning 100 ways Facebook is being used in the classroomin both k-12 and higher education Libraries are also utilizing social media for citation assistance, broad casting live events, and much more. Effective Tips for Teaching Online

8. Co-Curricular • Public Safety – Counseling to meet student needs and act proactively instead of reactively, instant relay of information (Remember Virginia Tech?) • Alumni – Connecting students and alumni will increase career opportunities, sustainable advertising for homecoming and other alumni events • Institutional Partnerships – Network with other institutions, find out what others are doing in increase high impact student learning without leaving campus • Virtual Tours – Increased opportunities for students with disabilities, increased recruitment area • Financial Resources – Instant counseling, inclusive and accessible location for posting scholarships 20 Colleges and universities that are highly utilizing social media: Including the University of Notre Dame, Harvard, Columbia, Johns Hopkins, Duke and many more.

9. Co-Curricular • Career Development – Alumni connections, efficient resume/e-portfolio evaluations, effective communication with potential employers, employers are using social networking to screen potential employees • Student Involvement – Sustainably and efficiently advertise programs to the student body, increased communication and connection with non-traditional students = higher retention (Astin, 1984) • Intercultural Awareness – Students can engage in diversity on a greater level • Inclusion and Equity – Engage and effectively communicate with off-campus residents in a sustainable manner Source: Reppler. Job screening with social networks: How are employers screening job applicants?

10. Negatives Associated with Social Media • Negatively influence the job search (Hill, 2011; Olson, L, 2011) • Allowing the spread of misinformation that may be perceived as fact, even in light of evidence to the contrary Source: Reppler. Job screening with social networks: How are employers screening job applicants?

11. How MC Will Educate on Social Media • Education is key – Workshops for professors, student affairs educators, and students • Create a webpage detailing the positives and negatives of social media usage • Model, Model, Model – Brief videos housed on website and shown during orientation to inform students of the implications of social media • Support Chickering and Reisser’s (1993) vectors – specifically, Managing Emotions and Establishing Identity • (Please view the videos below we created for student orientation) • Negative Social Media Presence • http://www.youtube.com/watch?v=toD6htxJJJU • Positive Social Media Presence • http://www.youtube.com/watch?v=dOet3Gsz7ZY

12. How MC Will Educate on Social Media The following examples will be listed and linked on our new social media awareness webpage (along with other facts, figures, and links included in this PowerPoint) Fired Over Facebook – Boston area firefighter fired over Facebook comment Professor Removed over Facebook – Chronicle on Higher Education Private College Expels Student Over Facebook How to get hired via Facebook Create and utilize an e-portfolio

13. Legal Considerations According to the NACUA (as cited in Burl, 2011): • Creating a social media policy is not needed at an institution because the Code of Conduct already covers the limitations of student behavior. • Private institutions, which are not subject to constitutional considerations, may respond to student speech in accordance with school policy but should be wary of the effect that a given response may have on educational and public relations efforts. • Work closely with legal counsel regarding local, state, and federal law if private institutions pursue an independent social media policy

14. Why Educate on Social Media? • Meet professional standards and support accreditation criteria According to the Higher Learning Commission (2011), institutions must meet the following criteria for accreditation: • Core Component 5a – Serve the needs and expectations of constituents (98% utilizing Facebook = need for social media) • Core Component 4c – meeting the needs of a “global, diverse, and technological society” • Core Component 2a - “realistically prepares for a future shaped by multiple societal and economic trends.” • Provide high impact student learning which meets the demands of a changing global economy and culture NASPA Standards of Professional Practice 8 “Members demonstrate and promote responsible behavior and support actions that enhance personal growth and development of students.”

15. Why Educate on Social Media? Properly utilizing social media will assist students by increasing the following: • Safety & Risk Management • Retention • Progress to Graduation • Inclusion and Equity • Job Placement Rates

16. Recommended Links http://www.businessweek.com/managing/content/jan2010/ca2010018_445530.htm - Ford’s Social Media - Harvard http://www.studentadvisor.com/top-100-social-media-colleges - Top 100 Social Media Institutions http://mashable.com/2012/02/03/higher-education-social-media/ - Social Media Data 2008-2011 http://www.techaddiction.ca/internet_addiction_statistics.html - Internet Facts and Figures http://www.guardian.co.uk/technology/2010/nov/22/internet-encourages-bad-spelling-children - Grammar Concerns http://health.usnews.com/health-news/family-health/brain-and-behavior/articles/2011/11/03/college-students-still-vulnerable-to-bullying – Cyber Bullying http://socialmediarecruitment.com/blog/2011/09/02/the-future-of-applicant-tracking-systems-executive-roundtable/ -Question and Answer with a professional over social media http://www.inc.com/guides/2010/04/social-media-recruiting.html- Utilizing social media as a recruiting tool

17. References Burl, D. M. (2011). From tinker to Twitter: Managing student speech on social media. Retrieved from: http://www.studentaffairs.uconn.edu/risk_management.html Boyd, D. M. & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. DOI: 10.1111/j.1083-6101.2007.00393.x Chickering, A. W. & Reisser, L. (1993) Education and identity (2nd ed.) San Francisco, CA: Jossey-Bass Evans, D. & McKee, J. (2010). Social media marketing: The next generation of business engagement. Indianapolis, IN: Wiley. Heiberger, G., & Harper, R. (2008). Have you Facebooked Astin lately? Using technology to increase student involvement. In Junco, R., & Timm, D. M., eds. Using emerging technologies to enhance student engagement. New Directions for Student Services Issue #124. San Francisco, CA: Jossey-Bass, pp. 19-35. Higher Learning Commission. (2011). Criteria for accreditation. Retrieved from: http://www.ncahlc.org/Information-for-Institutions/criteria-for-accreditation.html Hill, K. (2011, October 3). What Prospective Employers Hope To See In Your Facebook Account: Creativity, Well-Roundedness, &'Chastity‘. Forbes, Retrieedfrom: http://www.forbes.com/sites/kashmirhill/2011/10/03/what-prospective-employers-hope-to-see-in-your-f acebook-account-creativity-well-roundedness-chastity/ NASPA. (2011). Standards of professional practice. Retrieved from: http://www.naspa.org/about/standards.cfm Olson, L. (2011). Employers Will Check Your Social Media Profiles. US News. Silverman, M. (2012). How higher education uses social media [INFOGRAPHIC]. Retrieved from: http://mashable.com/2012/02/03/higher-education-social-media/ Qualman, E. (2011). Socialnomics: How social media transforms the way we live and do business. Hoboken, NJ: John Wiley & Sons.