naspa annual conference phoenix, arizona march 10 – 14, 2012 using social media to create...

NASPA Annual Conference Phoenix, Arizona s March 10 – 14, 2012

USING SOCIAL MEDIA TO CREATE BOUNDARY-FREE COMMUNITIES

Office of Residence Life | Syracuse University

Eric M. NestorAssistant Director

Michelle M. SheaResidence Director

We create residential communities where living and learning experiences prepare students to pursue their life goals.

MARCH 13, 2012 | 12:45 P.M. – 1:45 P.M.PHOENIX CONVENTION CENTER | ROOM 231B

NASPA Annual Conference Phoenix, Arizona s March 10 – 14, 2012SU | Residence Life

AGENDA

Learning Outcomes Literature Review Background on Residence Life @ Syracuse

University Our Experience Discussion Conclusion & Resources


LEARNING OUTCOMES

Articulate the value of social media platforms as a resource for connecting with students

Identify at least one area within your department in which you can implement a form of social media

Discuss how different forms of social media may be more appropriate for certain constituents


LITERATURE REVIEW

Social media is not leaving and higher education professionals must learn and use the technology students are using (Freeman, 2010; Munoz & Strotmeyer, 2010)

ECAR National Study of Undergraduate Students and Information Technology (2011) Technology should be used to “extend learning beyond the

classroom” in “participatory and collaborative interactions” Students at institutions that award graduate degrees are more likely

to own portable technologies Students aged 18 – 24 and those from family incomes greater that

$100,000 own more technology than those outside that


LITERATURE REVIEW

Daily college student social media usage doubled from 2006 to 2008 alone (Educause, 2008)

Students prefer news and information updates through nontraditional methods, such as news feeds from Facebook and Twitter (ICMPA, 2010)


LITERATURE REVIEW

38% of college students report having difficulty going for longer than 10 minutes without checking a mobile device. (Coursesmart and Wakefield Research, 2011).

Internet Usage (Pew Internet, 2011) 65% of adult internet users use a social networking site –

three years ago it was 29%. 43% use social networking daily 83% are within traditional college ages of 18 – 29


LITERATURE REVIEW

97% of college smartphone users us them for social networking (Mashable, 2011)

95% of college smartphone users access Facebook and 47% access Twitter on their device (Mashable, 2011)

56% of 18 – 24 year olds earning less than $15,000 annually own a smartphone (Nielsenwire, 2012).


WHY SOCIAL MEDIA?


SOCIAL MEDIA: YOU MUST BE INVESTED

“Teaching with social media will not be successful if you are not personally and professionally

invested.

Heiberger, G. and Junco, R. (2011)


SOCIAL MEDIA: IT’S ALL ABOUT TRUST

“You earn trust by giving of yourself, contributing to the community or

conversation or both and only after trust is earned can you then ask for something in

return. It’s no longer about one-way communication but a dialog…”

Falls, J. (2009)


RESIDENCE LIFE @ SU

About 8,300 in campus housing overall 5,800 students in 18 traditional

residence halls on North Campus 2,500 students in on South Campus 2 year housing requirement About 40% of residents are first-year

students


RESIDENCE LIFE @ SU_SOUTH CAMPUS

2,500 students in 3 traditional residence halls and 1,072 apartment units, each with private external entrances

125 apartment buildings each containing 8 or 12 individual apartments

Several hundred acres of land area

Staffing 1 Assistant Director, 2 Residence Directors, 3 Assistant Residence

Director, 1 Administrative Secretary, 8 Resident Advisors


Google maps (2012)


BRANDING

Email Correspondence Email Signatures of

Staff Website Digital Signage

Posted on office entrance

Bulletin boards Cross referenced in all

forms of social media

http://orl.syr.edu/current-students/south-campus/index.html


WHY FACEBOOK?

Facebook is relevant Statistics – 845 million people on Facebook 95% of college aged smartphone users access

Facebook Our students are on Facebook!

Students are using Facebook avidly Students are seeking out information/connections via

Facebook

Facebook is accessible to our students University provided internet access & computer lab usage University provided email address


FACEBOOK ON SOUTH CAMPUS

South Campus Apartments Facebook – Main page Started Spring 2010 Membership (students, staff & parents) Approximately 25% residents “like” our page Our reach is consistently over 1,000, including 800+ virally Membership incentives

South Campus Neighborhoods – Example page Six neighborhoods with individual pages Started Spring 2012 Created based on survey feedback

S.C.O.P.E. Page – Student run

http://www.facebook.com/SCAptsatSU

http://www.facebook.com/pages/Winding-Ridge-South-Campus-Syracuse-University/177832585658128


HOW ARE STUDENTS USING OUR PAGES?

Information & Announcements Operational Information Opening & move-in Semester Breaks Bus Schedules Bus Schedules Power outages, etc.


Programming & Events South Campus programs

S.C.O.P.E. events

Campus wide events

Student postings



Questions & Student Posts General Questions

Interactions between students Most active during opening

Struggled to continue



WHAT WE HAVE LEARNED– FACEBOOK –

Successes Interaction with students in their venues Increased advertising of information

Challenges Student to student interaction Facebook can be more than information,

interactional


WHY TWITTER?

Twitter – 500 Million accounts with over 100 million active monthly users. (Messiah, N. [2012])

In Residence Life – South Campus Started January 2011: @SU_South Active Twitter community at SU Syracuse University one of most influential (Klout) Reach students where they are Communicate with physically disconnected community

http://twitter.com/SU_south

http://twitter.com/SU_south


TWITTER – YOUR MESSAGE IS ONLY GOOD IF IT REACHES OTHERS!

Targeted plan to increase followers in Fall 2011 Welcome Letter and Email Advertised on Facebook Page and Foursquare Email campaign Branded on all information Some information only shared via Twitter


TWITTER

17 Followers in August 2012 215 as of February 29, 2012


TWITTER – HOW DID WE INCREASE FOLLOWERS?

Operational Announcements Power Outages Bus Delays/schedule changes Standard Housing/Residence Life announcements

Sharing Limitations/Incentives (e.g., Lock Your Door Results)

Respond to questions from students Retweets Live Programming Updates #SCTalks


RESPONDING TO STUDENTS


TWITTER – CLASS CONNECT

Hashtags based on home school/college

Primarily for use by students living on South Campus

Implemented Spring 2012

http://yfrog.com/70wibrj


Engage students in conversation Build connections between them and us Demonstrate genuine concern and interest in

their life Provide a forum to share thoughts Allow students to learn from us and us from

them Meet them where they are Build excitement


First #SCTalks held on February 9, 2012

Topic specifically chosen to be controversial to attract interest

Follow the conversation at: http://storify.com/EricMNestor/sctalks-buses

http://storify.com/EricMNestor/sctalks-buses




Outcomes Conversation lasted over 1 hour Students participated before and after by using the hashtag

Results Schedule adjusted at 10:30/10:45 a.m. Schedule adjusted at 5 p.m. from North Campus to South

Campus Additional buses added to and from South Campus on game days Bus company contacted to avoid overcrowding issue Investigating the 3:30 p.m. from North Campus to South Campus


WHAT WE HAVE LEARNED– TWITTER –

Successes Students are willing to engage and connect with us (and

want to) Detailed information shared in real-time Information searchable and does not clog inbox Builds trust with students

Challenges We are not reaching our potential Need more consistent conversations Some information will need to be student driven


WHY FOURSQUARE?

Syracuse University is an Active Foursquare Campus Statistics – 15 million on Foursquare SU Alumnus Dennis Crowley co-created Foursquare

Reaching Students Staying relevant & current Increased visibility of offices and events Creating a positive image of our office


FOURSQUARE ON SOUTH CAMPUS

Administration of Account Officially owned location, Office of Residence Life – South

Campus Created in October of 2011 Check-in location with specials 128 potential locations to “own” Many unofficial student created locations

Management South Campus staff Marketed through all social media venues, email, etc.


USES OF FOURSQUARE

Increased Visibility Advertises office location Provides check-in spot for

“points” Student usage increases

advertising

Incentives to “check-in” through specials Mayor Special Seasonal/Monthly Specials (e.g.

Halloween, Valentines, Big East)


USES OF FOURSQUARE


WHAT WE HAVE LEARNED– FOURSQUARE –

Successes Increased visibility of office location Student check-ins assist in advertising

Challenges Limited student participation Necessary to “own” the location to get the

most out of Foursquare


FUTURE DIRECTIONS

Twitter Regular and on-going #SCTalks Twitter Challenges (e.g., seek and find)

Facebook Wrap-up reflection challenge Marketing to future residents

The Brand Social Media channels SC Class Connect and #SCTalks

Student and staff blogging and vlogging


IMPLICATIONS

Social media is a requirement to reach students

If you are not invested, it won’t work

Acknowledge that a technological divide exists – don’t let it dictate your directions

Building your brand is more important than likes


IMPLICATIONS

Be where your students are – Find and stay with them!

Stay on top of current trends (e.g., Pinterest, Path, etc.)

Post regularly and consistently from “your” voice

Remember that social media is a conversation

Use a social media dashboard to help you manage accounts


QUESTIONS

?


SOURCES

Educause. (2008). Retrieved from: http://social-media-optimization.com/2008/09/college-students-use-of-social-networks/.

Educause Center for Applied Research. (2011). ECAR National Study of Undergraduate Students and Information Technology. Retrieved 2/15/12, from http://net.educause.edu/ir/library/pdf/ERS1103/ERS1103pdf.pdf.

Facebook statistics. Retrieved 2/15/12. http://newsroom.fb.com/content/default.aspx?NewsAreaId=22.

Falls, J. The problem of promoting you, your cause, your business with social media. July 31, 2009. Retrieved 2/29/12, from: http://www.socialmediaexplorer.com/search-engine-marketing/the-problem-of-promoting-you-your-cause-your-business-with-social-media/.

Foursquare. Retrieved 2/15/12, from: https://foursquare.com/about/.

http://social-media-optimization.com/2008/09/college-students-use-of-social-networks/

http://social-media-optimization.com/2008/09/college-students-use-of-social-networks/

http://net.educause.edu/ir/library/pdf/ERS1103/ERS1103pdf.pdf

http://net.educause.edu/ir/library/pdf/ERS1103/ERS1103pdf.pdf

http://newsroom.fb.com/content/default.aspx?NewsAreaId=22

http://newsroom.fb.com/content/default.aspx?NewsAreaId=22

http://www.socialmediaexplorer.com/search-engine-marketing/the-problem-of-promoting-you-your-cause-your-business-with-social-media/

http://www.socialmediaexplorer.com/search-engine-marketing/the-problem-of-promoting-you-your-cause-your-business-with-social-media/

https://foursquare.com/about/


SOURCES

Freeman, G. (2010). The important of staying young: A professor reflects on student styles and interests today and 20 years ago. Journal of college and character, 11, 2, 1-6. Retrieved from: http://journals.naspa.org/jcc/vol11/iss2/9/.

Google Maps. (2012). [401 Skytop Road, Syracuse University] [Satellite map]. Retrieved from: http://maps.google.com/maps?q=401+skytop+road+syracuse+university&hl=en&ll=43.017466,-76.114268&spn=0.01299,0.027874&sll=37.0625,-95.677068&sspn=56.856075,114.169922&hq=401+skytop+road+syracuse+university&t=h&z=16

Heiberger, G. and Junco, R. (2011). Meet your students where they are: Social Media. NEA Higher Education Advocate. Retrieved 2/15/12 from: http://blog.reyjunco.com/pdf/HeibergerJuncoNEA.pdf.

ICMPA. International Center for Media and Public Agenda. (2010). A day without media: Research conducted by ICMPA and students at the Phillip Merrill College of Journalism, University of Maryland, College Park. Retrieved 2/15/12 from: http://www.newsdesk.umd.edu/sociss/release.cfm?ArticleID=2144.

http://journals.naspa.org/jcc/vol11/iss2/9/

http://journals.naspa.org/jcc/vol11/iss2/9/

http://maps.google.com/maps?q=401+skytop+road+syracuse+university&hl=en&ll=43.017466,-76.114268&spn=0.01299,0.027874&sll=37.0625,-95.677068&sspn=56.856075,114.169922&hq=401+skytop+road+syracuse+university&t=h&z=16




http://blog.reyjunco.com/pdf/HeibergerJuncoNEA.pdf

http://blog.reyjunco.com/pdf/HeibergerJuncoNEA.pdf

http://www.newsdesk.umd.edu/sociss/release.cfm?ArticleID=2144


SOURCES

Mashable. (2011). Retrieved 2/15/12 from: http://mashable.com/2011/10/31/cellphones-college-students/.

Messiah, N. Twitter. January 15, 2012. Retrieved 2/15/12, from: http://thenextweb.com/twitter/2012/01/16/twitter-is-adding-11-new-accounts-per-second-and-could-pass-500-million-in-february-say-report/.

Munoz, F. M. and Strotmeyer, K.C. (2010). Demystifying social media. Journal of student affairs research and practice, 47 (1), 123 – 127. Retrieved from: http://journals.naspa.org/jsarp/vol47/iss1/art8/.

Nielsenwire. (2012). Survey: New U.S. smartphone growth by age and income. Retrieved 2/22/12 from http://blog.nielsen.com/nielsenwire/online_mobile/survey-new-u-s-smartphone-growth-by-age-and-income.

Social Media Landascape 2012. Retrieved 3/2/12, from: http://www.fredcavazza.net/2012/02/22/social-media-landscape-2012/.

http://mashable.com/2011/10/31/cellphones-college-students/

http://mashable.com/2011/10/31/cellphones-college-students/

http://thenextweb.com/twitter/2012/01/16/twitter-is-adding-11-new-accounts-per-second-and-could-pass-500-million-in-february-say-report/

http://thenextweb.com/twitter/2012/01/16/twitter-is-adding-11-new-accounts-per-second-and-could-pass-500-million-in-february-say-report/

http://journals.naspa.org/jsarp/vol47/iss1/art8/

http://journals.naspa.org/jsarp/vol47/iss1/art8/

http://blog.nielsen.com/nielsenwire/online_mobile/survey-new-u-s-smartphone-growth-by-age-and-income

http://blog.nielsen.com/nielsenwire/online_mobile/survey-new-u-s-smartphone-growth-by-age-and-income

http://www.fredcavazza.net/2012/02/22/social-media-landscape-2012/

http://www.fredcavazza.net/2012/02/22/social-media-landscape-2012/


PERMISSIONS

@AnneMarieNY. Permission to use Twitter profile picture and name received via Twitter message 3/2/12.


CONNECT WITH US!

Twitter@SU_South:

http://www.twitter.com/su_south

FacebookSouth Campus Apartments:






THANK YOU!

Eric M. NestorAssistant Director

Office of Residence Life

Syracuse University

[email protected]

@EricMNestor

Michelle M. Shea

Residence Director

Office of Residence Life

Syracuse University

[email protected]

@michellemshea

mailto:[email protected]

http://twitter.com/EricMNestor

http://twitter.com/EricMNestor

mailto:[email protected]

http://twitter.com/michellemshea

http://twitter.com/michellemshea

naspa annual conference phoenix, arizona march 10 – 14, 2012 using social media to create...

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