The document discusses the role of social media in higher education. It provides an agenda for a workshop on developing social media strategies with limited resources. The agenda includes discussions on social media policies, best practices, and hands-on training for using platforms like Twitter, Facebook, and LinkedIn. It also summarizes key findings from a 2011 EDUCAUSE study on how students and institutions use social media, including the prevalence of mobile devices among students and issues that universities face regarding social media policies and monitoring.

2. Hello!Branding– Joe Sabado
Digital
Let’s connect!
http://www.joesabado.com
Twitter: @joesabado

3. What We Would Like For You To Take Away …..
It’s about conversations and whether we
agree/disagree on the values of social media,
let’s talk about them – openly.
Think about how social media fits into your
work and how we serve our students and
other customers.

4. AGENDA – Part I (Morning Session)
In the morning session, we’ll discuss the role that social media plays in higher
education, identify policies and best practices, and explore how to develop a social
media strategy with limited resources. Departments in different phases of
implementation will share their experiences, including lessons learned as well as
which tools and techniques they use to navigate the ever-changing social media
landscape.
Part I: Morning Session (9:30 am – 12 noon)
Facilitator:
 Joe Sabado, Associate Director of Information Systems and Software Development, SIS&T
Panelists:
 Keri Bradford, Marketing, Design & Social Media Coordinator, SIS&T
 Heather Silva, Programming Manager, Arts & Lectures
 Michael Takahara, Health & Wellness Educator, Health & Wellness
 Anelise Gingrich, Administrative Assistant, Office of the Vice Chancellor for Student Affairs

5. AGENDA – Part II (Afternoon Session)
In the afternoon lab session, we will have a hands-on opportunity to learn the
purpose of different social media networks and practice how to start using them,
how to maximize each network's potential, and how to measure their effectiveness.
Networks to be explored include Twitter, Facebook, and LinkedIn. Marketing ideas to
be explored include how to use third-party analytics tools and how best to tailor your
tweets and posts to maximize your reach.
Part II: Afternoon Session (1:30 pm - 3:30 pm)
Facilitator:
 Joe Sabado, Associate Director of Information Systems and Software Development, SIS&T
Panelists:
 Alx Sanchez, Training & Consulting Manager, L&SIT
 Mary Ann Johnstone, RLS & Social Media Coordinator, Career Services
 Keri Bradford, Marketing, Design & Social Media Coordinator, SIS&T
 Melissa Van Der Werfhorst, Marketing & Communications Manager, Engineering

6. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

7. VCSA Dr. Michael Young

8. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

9. Intro
It’s about conversations, community, connecting with personalities
and building relationships. It is not just a broadcast channel or a
sales and marketing tool. Social Media Revolution – 2011 (Video).

10. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

11. Who Are the Students of Today?
College Students – Well Connected
“Students own many different kinds of
technology devices—and their clear
preference is for small, mobile devices
that fit in a pocket or backpack and go
with them everywhere.”

12. Who Are the Students of Today?
Technology is a big part students’ lives.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

13. Who Are the Students of Today?
Technology is a big part students’ lives.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

14. Who Are the Students of Today?
Technology is a big part students’ lives.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

15. Digital Native <> Digital Expert
Digital Native <> Digital Expert
"NO! We're called digital natives because we
were born into a world where digital
technology has always existed - we don't
know any other way of life! It has nothing to
do with how SAVVY we are!" I yelled at the
screen - or something along those lines but
probably less eloquent. - Lauren O’Neil
Not every student has the
same level of competency or
even access to technology.
Implications to how we should
deal with students as service
providers.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges
http://thestar.blogs.com/interns/2010/08/digital-natives-digital-experts-not-exactly.html

16. Digital Citizenship
As a campus, what is our
role in promoting/teaching
digital citizenship?
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

17. Career Implications for Social Media Presence
Digital Reputation/Branding– Joe Sabado

18. Digital Citizenship – Tyler Clementi Case
When we observe
cyberbullying, mentions
of “suicide” by one of our
students, what do we do?
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

19. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

20. Social Consumers
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

21. Social Consumers
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

22. Social Consumers
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

23. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

24. Social Media in Higher Education
100% of surveyed four-year
accredited higher education
institutions in 2011 are using
social media.
Up from 61% in 2008.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

25. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

26. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

27. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

28. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

29. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

30. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

31. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

32. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

33. Social Media in Higher Education
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
Constitutionality of monitoring
accounts is raised into question –
“What is inappropriate?”
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

34. Social Media in Higher Education
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
Constitutionality of monitoring
accounts is raised into question –
“What is inappropriate?”
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

35. Social Media in Higher Education
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
Constitutionality of monitoring
accounts is raised into question –
“What is inappropriate?”
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

36. Social Media in Higher Education
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
Constitutionality of monitoring
accounts is raised into question –
“What is inappropriate?”
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

37. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
Constitutionality of monitoring
accounts is raised into question –
“What is inappropriate?”
How to enforce trademark policies
(use of “WKU”)
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

38. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
Constitutionality of monitoring
accounts is raised into question –
“What is inappropriate?”
How to enforce trademark policies
(use of “WKU”)
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

39. Social Media in Higher Education - WKU
Western Kentucky University (public
univ) incident highlights potential
social media issues faced by other
universities:
Campus intent was to offer protection
for students against cyber-harassment,
bullying and impersonation.
Policies addressing social media misuse
not coordinated.
Constitutionality of monitoring
accounts is raised into question –
“What is inappropriate?”
How to enforce trademark policies
(use of “WKU”)
©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

40. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

41. Admissions – Prospective Students/Parents
Social media should be a
component of the e-recruitment
process.

42. Admissions – Prospective Students/Parents
Social media should be a
component of the e-recruitment
process.

43. Admissions - Admissions Officers
24% of respondents have
gone to applicant’s facebook
or other social networking
page, up from 10% in 2008
survey.
20% have googled.
 Admissions officers offer
different opinions on role of
social media in selection
process.

44. Admissions - Admissions Officers
24% of respondents have
gone to applicant’s facebook
or other social networking
page, up from 10% in 2008
survey.
20% have googled.
 Admissions officers offer
different opinions on role of
social media in selection
process.

45. Admissions - Admissions Officers
24% of respondents have
gone to applicant’s facebook
or other social networking
page, up from 10% in 2008
survey.
20% have googled.
 Admissions officers offer
different opinions on role of
social media in selection
process.

46. Admissions - Admissions Officers

47. Admissions - Admissions Officers
John Hopkins University is ranked #1
on StudentAdvisors.com’s Top 100
Social Media Colleges.

48. Admissions - Admissions Officers
John Hopkins University is ranked #1
on StudentAdvisors.com’s Top 100
Social Media Colleges.

49. Location Based Marketing

50. Location Based Marketing

51. Social Media in Crisis/Emergency Events
Virginia Tech student
newspaper credited with
good reporting via social
media – Dec 8, 2011.
False report of Joe
Paterno’s death led to
resignation of student
newspaper editor.

52. Social Media as Learning Tools
Prof. John Boyer (@PlaidAvenger) uses social media to connect his
class of 3,000 with people around the world.
YouTube request led to Aung San Suu Kyi interview
Video of request for interview Video of interview

53. Social Media as Learning Tools
Studio by Purdue combines social media,
cloud and mobile for learning inside and
outside the classroom.

54. Social Media as Learning Tools
Online learning like Khan
Academy, YouTube and
leading schools are
transforming learning.

55. Social Media as Learning Tool
Some UC schools offer
online instructions via
iTunes U. including
UC Santa Barbara.

56. Housing – Roommate Matching
MSU-led study identifies risks for quitting
college which include: depression, losing
financial aid or large increase in tuition or living
costs; unexpected bad grades; and roommate
conflicts.

57. Housing – Roommate Matching
MSU-led study identifies risks for quitting
college which include: depression, losing
financial aid or large increase in tuition or living
costs; unexpected bad grades; and roommate
conflicts.

58. Athletics

59. Athletics
Some athletic departments
are using 3rd party services
to monitor the social
media activities of their
student-athletes.

60. Recruiting
University of California
uses LinkedIn to
promote jobs and
connect employees.

61. Recruiting
University of California
uses LinkedIn to
promote jobs and
connect employees.

62. Hospitals/Medical Centers
UC health services use
social media for
announcements and other
general information.

63. Advancement/Alumni Engagement
UC Irvine uses social media,
including a mobile widget to engage
alumni and donors for their $1
billion private fundraising campaign.

64. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

65. Social Media at UCSB

66. Social Media at UCSB
Athletics Academics
Student Services Admin & Auxiliary

67. Social Media at UCSB – Student Affairs
Admissions
Inigral Schools App
Private UCSB
network for admitted
and current students
within facebook
Purpose is to provide
community building for
students for
recruitment/retention

68. Social Media at UCSB – Admissions
Admissions
UCSB Admissions use social media
for recruitment and online
advising.

69. Social Media at UCSB – Housing & Res. Services
Housing & Residential Services
Housing & Res. Services gets
social media!
Engaging, informative, fun social
media presence reflects their
open and transparent cuture.

70. Social Media at UCSB – Arts and Lectures
Arts and Lectures
A&L knows how to combine
traditional and online marketing.

71. Social Media UCSB Transfers ClassTransfers Class
Academic Use - at UCSB – UCSB Wiki
 Education 118 project –
started in January 2011
Content provided for
transfer students.
Faculty, staff, students,
parents, and alumni
welcomed to contribute
 Living document,
updated as policies,
opportunities for transfer
students evolve
http://ucsbtransfers.wikispaces.com/

72. SocialServices at UCSB – Career Services
Career Media
Social Media is used to promote
events/services, teach career
skills to students.

73. Social Media at UCSB – Alumni Association
UCSB Alumni Association

74. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

75. Strategy – P.O.S.T.
Career Services
P-EOPLE
Who are your target audience(s)?
O-BJECTIVES
What would you like to accomplish?
What results? How will you measure?
S-TRATEGIES
How will you accomplish your objectives?
 What content/how much/when?
 Who will manage your SM efforts?
T-ECHNOLOGIES
Which sites/tools will you use?

76. ©2011 EDUCAUSE – study of 3,000 students at 1,179 colleges

77. Moving Forward
Takeaways
University of Arizona
Held a Social Media &
Technology Symposium in
Fall 2011

78. Moving Forward
Takeaways
Wouldn’t it be nice?
201x UCSB Symposium
on Social Media &
Technology

79. Takeaways

80. Thank you!
Thank you and let’s connect!
Blog
http://joesabado.com
Twitter
https://twitter.com/JoeSabado
Facebook
http://www.facebook.com/joesabado
Google+
•http://gplus.to/joesabado
Linkedin
http://www.linkedin.com/in/joesabado
Flickr
http://www.flickr.com/photos/joesabado

81. Credits:
2012 Social media landscape
http://www.fredcavazza.net/2012/02/22/social-media-landscape-2012/
Eric Qualmann - "We don't have a choice..."
http://m.friendfeed-media.com/6fcdf62f88d51bfddb260828e501880ee2ec9b8c
Social Media Revolution 2011
http://www.youtube.com/watch?v=3SuNx0UrnEo
VC Dr. Michael Young Photos
https://www.facebook.com/photo.php?fbid=10150703593788829&set=t.834830646&type=3&theater
https://www.facebook.com/photo.php?fbid=10150210254348450&set=t.834830646&type=3&theater
https://www.facebook.com/photo.php?fbid=10150210254348450&set=t.834830646&type=3&theater
https://www.facebook.com/media/set/?set=a.357568280950793.85715.109267845780839&type=1
Cisco report
http://www.cisco.com/en/US/solutions/ns341/ns525/ns537/ns705/ns1120/CCWTR-Chapter1-Press-Deck.pdf
http://www.cisco.com/en/US/netsol/ns1120/index.html
Digital Natives = Digital Experts? Not exactly . . .
http://thestar.blogs.com/interns/2010/08/digital-natives-digital-experts-not-exactly.html
8 Infamous Cases of Cyber-bullying
http://news.deviousmedia.com/8-infamous-cases-of-cyber-bullying
Alexandra Wallace
http://socialtimes.com/death-threats-persuade-alexandra-wallace-to-leave-ucla_b42663
http://www.youtube.com/watch?v=FNuyDZevKrU
http://www.youtube.com/watch?v=vZS74YEvE8w

82. Credits:
Tyler Clementi
http://www.businessesgrow.com/2010/10/01/social-media-and-the-rutgers-suicide/
Small Businesses Embrace Social Media Background Checks
http://smallbusiness.foxbusiness.com/technology-web/2011/08/10/small-businesses-embrace-social-media-background-checks/
Employers demand login
http://www.newser.com/story/141185/some-employers-schools-demand-facebook-logins.html
Social Intelligence
http://www.socialintelligence.com
The Dawn of the Social Consumer
http://www.briansolis.com/2010/11/the-rise-of-the-social-consumer/
Top 100 social media/social media adoption
http://www.studentadvisor.com/top-100-social-media-colleges
Social Media Adoption Soars as Higher-Ed Experiments and Reevaluates Its Use of New Communications Tools
http://www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars/
Western Kentucky University
http://wkuherald.com/news/article_80e19054-5c29-11e1-99d9-0019bb30f31a.html
Online Expectations of Prospective College Students and Their Parents
https://www.noellevitz.com/papers-research-higher-education/2011/2011-e-expectations-report
Facebook Checking is No Longer Unchartered Territory in College Admissions: Percentage of Admissions Officers Who Visited
An Applicant’s Profile On the Rise
http://press.kaptest.com/press-releases/facebook-checking-is-no-longer-unchartered-territory-in-college-admissions-percenta
ge-of-admissions-officers-who-visited-an-applicant%E2%80%99s-profile-on-the-rise

83. Credits:
College Admissions Officials Turn to Facebook to Research Students
http://www.usnews.com/education/best-colleges/articles/2011/10/10/college-admissions-officials-turn-to-facebook-to-research
-students
UC Davis Admissions (sm links available from page below)
http://admissions.ucdavis.edu/
John Hopkins (sm links available from page below)
http://apply.jhu.edu/
http://www.hopkins-interactive.com/
Harvard Foursquare
https://foursquare.com/harvard
SCVNGR for Universities
http://www.scvngr.com/university
Stonybrook University
http://www.youvisit.com/colleges.php?college=stonybrook&vhost=&vhostT=&vhostStyle=
UCSB SCVNGR
http://www.admissions.ucsb.edu/visitucsb/SCVNGRTour.asp
Va. Tech shooting illustrates power of social media
http://www2.nbc17.com/news/2011/dec/09/1/va-tech-shooting-illustrates-power-of-s-27549-vi-38661/
An Apology from the Managing Editor of Onward State
http://onwardstate.com/2012/01/21/a-letter-from-the-managing-editor-of-onward-state/

84. Credits:
PlaidAvenger
http://plaidavenger.com/
‘Plaid Avenger’ Pulls Off The Remarkable
http://edtechdigest.wordpress.com/2011/12/06/trends-plaid-avenger-pulls-off-the-remarkable/
http://www.youtube.com/watch?v=nGSf_xjFX0o&feature=player_embedded
Aung San Suu Kyi interview with Prof. Boyer's World Regions class at Virginia Tech
http://vimeo.com/33219064/
Studio by Purdue
http://www.itap.purdue.edu/studio/mixable/
http://www.itap.purdue.edu/studio/hotseat/
Khan Academy
http://www.youtube.com/user/khanacademy
YouTube for Schools
http://www.youtube.com/schools
Stanford Engineering Everywhere
http://see.stanford.edu/
MITx New Online Learning Initiative
http://mitx.mit.edu/
UC Davis - http://itunes.ucdavis.edu/
UC Berkeley - http://itunes.berkeley.edu/
UC San Diego - http://podcast.ucsd.edu/
UC Santa Barbara - http://itunes.apple.com/us/itunes-u/uc-santa-barbara-audio/id382094957

85. Credits:
Matching Up College Roommates
http://online.wsj.com/article/SB10001424052748704017904575409203223872556.html
MSU-led study identifies risks for quitting college
http://research.msu.edu/stories/msu-led-study-identifies-risks-quitting-college
RoomSync
http://www.roomsync.com/
RoomSurf
http://www.roomsurf.com/
UCSB (social media links available on page below)
http://www.ucsbgauchos.com/landing/index
Fieldhouse Media
http://www.fieldhousemedia.net/
Varsity Monitor
http://www.varsitymonitor.com
UDiligence
http://www.udiligence.com
University of California on LinkedIn
http://www.linkedin.com/company/university-of-california
UCLA Health System
https://www.facebook.com/uclahealthsystem
UCLA Medical Center - Hillcrest
https://www.facebook.com/pages/Ucsd-Medical-Center-Hillcrest/120412891308569
UCSB Student Health Service
https://www.facebook.com/pages/UCSB-Student-Health-Service/219956004683289
University of California Irvine - Shaping the Future
http://www.ucifuture.com/ (sm links available from this page)

86. Credits:
 Student Affairs (Inigral)
http://www.inigral.com
Admissions
http://www.admissions.ucsb.edu
Housing and Residential Services
http://housing.ucsb.edu
Arts and Lectures
http://www.artsandlectures.ucsb.edu
UCSB Transfers Class
http://ucsbtransfers.wikispaces.com/
Career Services
http://career.ucsb.edu
Alumni Association
http://ucsbalum.com
The POST Method: A systematic approach to social strategy
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
Arizona State University Student Affairs Symposium
http://studentaffairs.arizona.edu/symposium/