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					          Social Media
Exploring Social Media to Enhance
 Interactive Communication and
e-Learning for Students in Higher

          Billy Rector
   Texas Southern University
         June 21, 2012
Social Media and Higher Education
•   Social Media has revolutionize how colleges
    should communicate and teach students.

•   The current generation of students spends the
    most time online. Finding ways to meet
    students’ interests is key.

•   Social Media can keep students engaged in
    lectures and inform them about class events.

•   Social Media can help support the initiative to
    increase the graduate rate at schools.
Social Media and Higher Education
When asked how students felt about lectures and using social
media devices in college courses, one student at Purdue
University replied:

 “Instructors who incorporate mobile devices are actively
 engaging us in the class. They are using the medium of
 communication that we most often use. We need to find new
 ways to present material; we don’t need more cut-and-dry
 lecture formats. Engage us in video, ask us questions, challenge
 us to think for ourselves while applying the class
 information… Lectures are just one way to present
 material…one would think it was the only way to teach.”

•   Types of Social Media Schools Use

•   How Schools Use Social Media

•   Challenges of Social Media in Schools

•   HBCUs Study on Social Media

•   Developing a Social Media Strategy

Social Media Study
Top 5 Schools in Social Media Usage

    Types of Social Media Schools Use

•   Facebook is the most used social media tool in
    higher education at 98% in 2010-2011.

•    Facebook usage was at 61% in 2008-2009.
    (37% increase in 2 years)

    Types of Social Media Schools Use

•   Microblogging allows schools to send up-to-
    date announcements and bulletins to students.

•   Twitter usage was 84% in 2010-2011.

•   Twitter usage was 59% in 2009-2010.
    (25% increase in 1 year)

    How Schools use Social Media
In the Classroom:
•   Make class announcements and conduct discussions on Twitter

•   Share class documents and learning materials on social
    networking sites between institutions

•   Interact with students in a new way using mobile device apps
    like Hotseat.

•   Allow K-12 schools to visit live lectures online through webcast

    How Schools use Social Media
General Outreach:
Social Sites,
 • Provide a platform to promote school activities
   and events.

•   Keep parents of students informed on admission

•   Coordinate with Alumni for School Giving

Challenges of Social Media
Lack of Knowledge:
• A school’s social media must be managed by
  knowledgeable people who understands social
  media and is passionate about the school.

•   If not, students will feel that it is not authentic
    and will be disinterested if it does not enhance
    their learning experience.

Challenges of Social Media
Lack of Features:
 The lack of engagement for students can make
  them feel like the school does not care.

   Even an excellent web page is useless if there
    are not any features to promote one-on-one
    connections with the students.

Challenges of Social Media
More than a presence:
• It’s not enough to just have a school Facebook

•   It requires daily maintenance and interaction
    with students.

•   Current and potential students will judge the
    school based on their experiences with the
    school’s social media accounts.

    HBCUs Social Media Study
   105 HBCUs in 20 States in the U.S. and have been
    educating students for 150 years.

   Only 18% of HBCUs are online, (according to a study
    from Howard University’s Digital Learning Lab).

   Only 4 HBCUs are apart of the Top 100 Social Media

   Spelman, 24th; Howard 46th; Tuskegee 75th; Morehouse

    HBCU Social Media Strategy
•   The University of Phoenix (Online University) awards
    more bachelor’s degrees to African- American students
    than any HBCU.

•   Online students are looking for an education that fits into
    their personal and work lives with self-paced learning

•   How can HBCUs become more competitive with Online
    Universities and Top Social Media Colleges?

•   Develop an institutional social media strategy with Title III
     HBCU Social Media Strategy
Identify a Purpose:
 •    HBCUs need to develop social media that creates
      information sharing capabilities within and outside the

  • Implement a web collaboration application for
    Administrators, Faculty and Staff.
     o   SharePoint creates intranet sites to promote team collaboration and knowledge
         sharing to standardize processes and manage projects.

  • Increase student admissions and retention rates,
    improve alumni relations, achieve higher giving levels.

  • Share lectures between institutions and offer distance
    learning options for students.
  HBCU Social Media Strategy
Build a Social Media Committee:
 Identify the role and responsibilities
 o   Social Media Manager
 o   Community Managers
 o   Social Strategists
 o   Editors
 o   Content Creators
 o   Content Producers

  HBCU Social Media Strategy
Gather your Digital Assets:
  •   Video
  •   Pictures/Graphics
  •   Music/Audio
  •   Document/Presentations/Files
  •   Press Releases

 HBCU Social Media Strategy
Post Content to Social Media Platforms and
Manage Communications:
 •   Blogs
 •   Twitter
 •   FaceBook
 •   Youtube
 •   LinkedIn
 •   Mobile Applications

  HBCU Social Media Strategy
Measure Everything:
 •  Be able to measure success of your social media
    program with statistics.
 •  How many fans, followers and group members did you
    acquire each week, how many people commented on
    your posts, where are your fans located?
 •  The answers to these questions will enable your
    institution to utilize Social Media Plan for future
   o Create social media policies
   o Train the social media staff
   o Support School initiatives
   o Start small, Focus on your Objectives, Then Grow
  HBCU Social Media Strategy
  •   Understanding how schools are using social media,
      developing the right Social Media Strategy and with
      Title III funding, HBCUs can become more
      competitive in student retention and attract
      students through e-Learning.

Reference Links
Social Media in Higher Education Study
University of Massachusetts Dartmouth 2010-2011 Study

Colleges Embrace Social Media in the Classroom

Top 100 Social Media Colleges
College Rankings

HR Office of Educational Partnerships/HBCUs
Number of HBCUs in the US

HBCUs Must Embrace Online Education
Study by Reggie Smith III(United States Distance Learning Association), April 4, 2011



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