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					The Strategic Implementation
    of Social Media for the
Office of Multicultural affairs


        University of Kansas
             Norma Salcedo
               Tracy Gavin
             Alysha Dockum
      What is Social Media?
 “Social media is a concentration of internet website
  services and practices that support collaboration,
  community building, participation, and sharing”
 Social Media shares information through:
- Text
- Audio
- Images
- Podcasts
                            (Junco, Heibergert & Lokin, 2009)
     World of Social Media Sites

Brian Solis,
 co-founder of the
Social Media Club,
recently introduced
“The Conversation
Prism.”

 The graphical prism
illustrates the wide
variety of social
media tools available
today.

(Ruben, 2008)
Growth
     Since the
     introduction of
     Social media
     networks in 1994,
     they have
     continued to
     grow as a place
     where people can
     come together to
     share ideas
     (Everything Public Relations, 2011)
              General Benefits
-Studies have found a positive correlation between the use of social
networking and college student engagement. (Junco, Heirbergert &
Lokin, 2009).

-In 2007 the Higher Education Research Institute reported that 94%
of first year students use social media websites (Junco, Heirbergert
& Lokin, 2009).

-It is a free resource, and the resource theory says “ If adequate
resources are brought together in one place, student learning and
development will occur”(Astin 1999).

- “Millennials strive for continuous connectivity via their social
networks” (Monoco 2010).
       Large Scale Impact
“Social media helped fuel the recent nation
  wide demonstrations in Cairo, Egypt by
  giving the people the tools to mass
  communicate with their fellow citizens”
                         -USA Today College



                         Examining the sociological effects of
                         social media http://t.co/O6FE0Po
  If Social Media can
   connect an entire
nation, what can it do
for Higher Education?
  Social Media On Campus
  After pondering the University of Kansas
  division of student affairs, one office stood out
  as having the most to gain from social media.


KU’s Office of Multicultural Affairs
              OMA’s Mission
To collaborate with instructional and non instructional
departments in academic preparation, recruitment,
retention, and programming for students of color.

To assist all students who are committed to the
acceptance, appreciation, and understanding of diversity
and multicultural issues.

To articulate a strong sense of campus community among
all students.

To promote the academic mission of KU.

To assist students of color in successfully participating in
every level of the University experience and becoming
successful graduates.
                                      (Office of Multicultural Affairs, 2011)
     OMA’s Current Initiatives
Hawk Link Program                 – an academic based retention program
designed to assist first year students in navigating their first year by utilizing
existing programs at KU.

Academic Resources                 – Corporate Career Connections, Transitions
    (sophomore component of hawk link, Academic Courses, Students
    Obtaining Academic Resources (SOAR)

Diversity Education Programs                      – Colors of KU, Diversity Peer
    Education Team, Heritage Month Celebrations, Multicultural Awareness
    Training, Tunnel of Oppression

OMA Events and Programs                      – Chancellor’s Reception, OMA
Graduation Banquet, MLK Luminaria Walk and Speaker

5 Student Organizations                  – Asian American Student Union, Black
Student Union, First Nations Student Association, Hispanic American
Leadership Organization, National Pan-Hellenic Council

Financial Resources               - 53 Different options
OMA’s Current Use of Social Media
                  Website
                  - Old Links
                  - Student Organizations pages
                       last updated in 2007

                  Video
                  - Inaccessible technology - QuickTime
                  - It is only found on the website
Proposal for Implementing Social
 Media into the Activities of the
  Office of Multicultural Affairs
 Purpose: to increase student awareness of
 OMA resources, and departmental initiatives
 through social media technology.


    Step 1: Strategy and Support
    Step 2: Define Management
    Step 3: Assessment

                                    (Cabellon, 2010)
Step1: Strategy and Support
 Define Audience and Message
 -Who do you want your message to go to, and what do you
    want to say?

 Choose your Social Media technology
 -Which form is going to work best for the message, audience,
    and department?

 Brand your department
 -What do you want your image to be?

 Marketing Strategies
 -How will your audience find out about your online presence?



                                                  (Cabellon, 2010)
   Step1: Strategy and Support
       Recommendations
Social Media choice:                           Message:
   -Twitter                                         -Initiative promotion
       • Recommended for university departments         • Hawk link deadlines
       • Easier to maintain                             • Student organization meetings
       • Can be programmed to automatically tweet       • Program information
          (Junco, Heibergert & Lokin, 2009)                (Cabellon, 2010)

                                               Branding
Marketing strategies                                -Carry over images and
   -create incentives for following                 colors from the OMA
       • Free t-shirt for following                 website to the twitter page
   -link on website                                       (Cabellon, 2010)
   -Student news paper ad
   -Add it to all hand outs & freebies
                                               Audience:
      (Philips, 2009)                               -Current KU Students
                                                    -Perspective students
                                                     -Possibly Alumni
                                                          (Cabellon, 2010)
      Step 2: Management

Choose who will develop and maintain the
departments social media.

Decide how often you will utilize the social media.




                                       (Cabellon, 2010)
       Step 2: Management
        Recommendations
Who will develop and maintain the social media
   -graduate assistants or hourly undergraduate student staff
       • Should be supervised by a Senior Staff member
       • Should be familiar with the media type, it is easier to develop once it is commonly
            used in your daily life



Utilization of the social media
   -Daily or Bi-daily tweets about upcoming events
       • keeps news current on feeds
   -Event promotional pushed on day of events
      Step 3: Assessment
Choose specific time frame to assess

Define what the successful use of social media
  means to your department

Determine how to measure that success




                                       (Cabellon, 2010)
     Step 3: Assessment
     Recommendations
Time frame
-a full semester


Definition of success:
-Increase in online followers
-Consistency of department use of social media
- Increase in student use of resources
- Increase in student participation


Ways to measure that success
- No. of followers
- No. of tweets per day/month/week/event
- Consistency of mentions (#hashtags)
- Adding “how did you hear about us/this event” to questionnaires
     and sign in sheets
- Measuring the usage of attendance and resource usage for
     potential increases
         Potential Difficulties
Learning the Technology
  - There will be a transition period during which staff will need to
      learn how to use the different forms of social media.
  - This should be alleviated by choosing one form initially, and
      having someone develop and manage it who uses it on a
      regular basis.

Staying Active
  - There will be a transition period during which the use of social
      media will be assimilated into the daily publicity functions of
      the department.
  - This should be alleviated by having a set plan of how often you
      want the department to use the social media.

Finding Balance
  - There could be a point at which the department recognizes that
      there is an under use or over use of the social media type.
  -This should be alleviated by using assessment tools.
                   Potential Payoffs
Meeting Students Where They Are
      -By using social media, the students will be receiving the information that OMA
is trying to get out using in a venue that they check regularly.


Minimal Cost, Maximum Effect
    -The use of social media is free other than the time it takes to develop and
         maintain it.
    -Social media is used by most of the student body. If it is marketed and used
         correctly the effect it could have is huge.


Competitive Communication Edge
    -Competitors are using social media (other schools, other organizations)
    -By having the information available students can make a more informed choice
         of activities.
                                               References
‪ , Initials. (1999). Student involvement: a development theory for higher education. Journal of College student Development, 40(5), 518-529‪
A

Cabellon, E. (2010, June 08). A student affairs social media plan. Retrieved from http://edcabellon.com/tech/socialmediaplan/

Crain, R. (2011, January 11). Just how influential is your social-media program if it isn't helping sell product?. Retrieved from
http://www.crain.com

Grospitch, E. Abell, K. (2011, Spring). Who knows you?. Perspectives: Upper Midwest Region-Association of College and University Housing
Officers , 47(1), 18-19.

Everything public relations: the history of social media. (2011, February 11). Retrieved from
http://everythingpublicrelations.com/2011/02/11/the-history-of-social-media-infographic/

Junco, R. (2010, October 25). Transcript of usa today chat on social media, multitasking, and learning. Retrieved from
http://blog.reyjunco.com/transcript-of-usa-today-chat-on-social-media-multitasking-and-learning

Ku office of multicultural affairs, . (2011). Retrieved from http://www.oma.ku.edu/

‪ onaco, S. (2010, June). Young Americans: social media and mass media. Retrieved from
M
http://www.stephenmonaco.com/2010/06/millennials-mass-media-social-media/‪

Patel, J. (2011). Examining the sociological effects of social media. USA Today College, Retrieved from
http://www.usatodayeducate.com/staging/index.php/blog/social-media-might-be-making-us-narcissists-but-its-worth-it

Phillips, C. (2009, March 22). The millennial view of social media: why should I be your friend".

Reuben, R. . (2008, August 19). The use of social media in higher education for marketing and communications: a guide for professionals in
higher education. Retrieved from http://doteduguru.com/id423-social-media-uses-higher-education-marketing-communication.html

Troop, D. (2010). Harrisburg U.'s social-media blackout is more of a brownout. The Chronicle of Higher Education, Retrieved from
http;//chronicle.com/article/Harrisburg-Us-Social-Media/124510

				
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