beyond facebook presentation v4

Beyond FacebookOnline International Student Communities

Noah Kuchins: San Francisco State University

Guido DeWilde: University of Amsterdam

Michelle Hall: Hofstra University

A Social Revolution

Social Media & Our Professional Lives

How Social Media Affects Us Social Media Barriers How Our Students Interact with Social

Media “Beyond Facebook” How to Continue Innovating with Social

Media

Foundations of a Social Network

Have you seen the movie “The Social Network”?

Three key ingredients for a successful online social network…

Foundations of a Social Network

“The Social Network”

Mark Zuckerberg, Sean Parker, Eduardo Saverin

Foundations of a Social Network

“The Facebook”

“Harvard email

addresses”

“Finding new and

old friends”

Network Users

A typical Facebook user…

Network Users

Levels of Participation

CreatorsCriticsCollectorsJoinersSpectatorsInactives

(Forrester, 2006)

Network Users

Catering to Needs Ask participants to build a network Allow participants to suggest

improvements Give an option to write a wiki or

article Give an Option to Post a Photo Give an Option to Leave a Comment Give an option to vote or rate Present Information for Reading

Defining a Network’s Purpose

Defining a Network’s Purpose

It’s More Important to Understand

BEHAVIOR than Technology

Paul Adams: The Real Life Social Network v.2, San Francisco June 2010

Defining a Network’s Purpose

Often, People do not Know What to do with the Things They Build

Paul Adams: The Real Life Social Network v.2, San Francisco June 2010

815,278 LikesGreat! Now what?

Defining a Network’s PurposeCited: The Real Life Social Network v.2

What are you doing?

I’m social networking!I’m social networking!I’m checking out the photos from last week!

Defining a Network’s Purpose

Social Networking is a Means to an End…

You Need to Understand What the

End isCited: The Real Life Social Network v.2

Defining a Network’s Purpose

When defining a network’s Purpose, it’s Important to think about:1.Relevance 2.Immediacy

Relevance: Who Would Join?

1.Define Your Target Market Exchange Students International Students Study Abroad Students Scholars ???

Exchange

InternationalStudy Abroad

Alumni

Immediacy: When are they joining?

2.How Close is Your User to the Group/Page/Message/Channel? Exchange Students: Semester-Based Group International Students: Graduating Class Study Abroad: Length of Stay, Country, or Year Prospective Students

Immediacy + Relevance = Commitment

With a Defined Purpose, You Can Structure Your…

Immediacy + Relevance = Purpose

Facebook Page

Immediacy + Relevance = Purpose

Go Canucks!

Immediacy + Relevance = Purpose

Facebook Group

Immediacy + Relevance = Purpose

Twitter Feed

Immediacy + Relevance = Purpose

YouTube Channel

Defining a Network’s Purpose

XYZ University Page

Study Abroad

Student Recruitment

Campus Networks

International Recruitment Admissions Exchange

Feeder/Container Networks

XYZ University Page

Study Abroad Alumni Campus Networks

International Students

Recruitment and

Outreach

Exchange Programs

XYZ University Page

Feeder/Container Group: One large Group that feeds people in to other networks.

Spokes: Networks that naturally occur within larger networks

Network Scaling

Marketing: Outreach,

Recruitment Pages

Central Hubs: Office Page, Main Student

Org Group (ISN, IEEC)

Cohorts: International Students Class 2014, IEEC Fall 2011

Spoke Groups for Community or Special Interest: IEW Committee 2011, Sports,

Music, Film, Nationality

Interaction & TrustLow

High

>10,000

5,000

1,000

< 250

Number of Users

Building, Controlling and Monitoring

Building, Controlling and Monitoring

Controlling your Network through Monitoring: Can be Challenging! You can meet the Challenge! Staff Commitment!

This component has to be a commitment that you and your staff are vested in.

It would be a new initiative, and may take some getting used to.

The Facebook Group or any new Network is to be

monitored closely. If students feel that the

page is inactive, they will ignore post from your office!

How Do We Monitor your Network?Link your Network to the Office Email!

You will see what people are posting immediately! Have student staff review consistently!

Do not allow student workers to post ANYTHING without permission of Professional Staff!

You must Designate a Staff Member to Post comments at least 2-3 time a week.

Send Personal messages to your Students.

Building, Controlling and Monitoring

Building, Controlling and Monitoring

There needs to comments on posts made by students on your page.

Solicit student generated content (eg. pictures, postings, videos, event links, blog links etc.)

Check to see who is online and take a moment to chat with them Have Advertised open chat times.

This has to be marketed and students have to be prodded. We did this though MSN Messenger years ago and have adapted it to Facebook.

Building, Controlling and Monitoring

The ways Hofstra University Office of Multiculteral and International Student Programs uses

Facebook: Advertise social programs for the office. International Student questions chat line. Connect to other student groups and clubs. Build on the original Facebook page and create groups for special events.

ex: International Student Leadership Conference Group. Students who went to the conference had a shared experience. Students posted the pictures that they took on the trip. The Facebook group became a forum for discussion and dialog on their shared experience.

Technology that fits your purpose

A social network for the Gothic and industrial subculture

Online language learning

Connect with old classmates (in Russia and former Soviet republics)

For general social purposes use a general technology

Top 10 Most Widely-Used Social Networks

1. Facebook2. Qzone3. Habbo4. Twitter5. Windows Live Spaces6. Bebo7. Vkontakte8. LinkedIn9. Myspace10.Orkut

…………………..640 Million Users………………………..480 Million Users……………………….200 Million Users

……………………….175 Million Users …120 Million Users

………………………….117 Million Users………………….110 Million Users

…………………….100 Million Users…………………….100 Million Users

………………………..100 Million Users

Technology: Registration

Facebook, minimum age 13

Orkut, Google email address

Flickr, Yahoo email address

Mixi, invite only

Tuenti, invite only

Technology: Country Specific

The Netherlands

16,6 million inhabitants

Hyves

10,9 million users

Did We Miss Anything?

Dating SitesSpecially Developed

NetworksBlackboardCollegiateLinkOrgSyncGroupspaceiLearn

To Like or Unlike?

Should we always use Facebook?1. Helping international students integrate in

social life on campus?2. Facilitate psychological support for

international students (culture shock)?3. University marketing and outreach?4. Apply for an exchange program?

Trends, Models, and Limitations

Integrating with Student Organizations

San Francisco State University:International Education Exchange Council (IEEC)

Using Targeted Groups

IEEC Fall 2011 Group

Fall 2011 Group Timeline

4/21/2

011

4/24/2

011

4/27/2

011

4/30/2

011

5/3/2

011

5/6/2

011

5/9/2

011

5/12/2

011

5/15/2

011

5/18/2

011

5/21/2

0110

50

100

150

200

250

CommentsQuestionsPollsResponsesMembers

30 day Breakdown of Comments

Hybrids26%

Advice9%

Of-fer-ing Housing14%

Seller6%

Random3%

Travel

3%

Worries3%

Greeting37%

Greeting/Q

uestion

Advice

Offering Housin

g

Selling Ite

ms

RandomTravel

Worri

es

Greeting

0

10

20

30

40

50

60

70

CommentsResponses

What Do They Ask About? First 30 Days…

Greeting/Q

uestion

Accepta

nce Pack

age

Activities

Classes

Housing

Nationalities

Travel

Majors

Multiple Q

uestions

Arrivals

0

20

40

60

80

100

120

QuestionsResponses

Greet-ing/

Question15%

Accep-tance

Package5%

Activities2%

Classes39%

Housing17%

National-ity3%

Travel 2% Majors

12%

Multiple Questions3%

Arrivals2%

Advising Outgoing Exchange Students

Blackboard Advising tool for students going on

exchange Step-by-step guide Discussion boards and emailing groups for

specific locations Hyves is disappearing, Facebook is Growing Why not use Facebook?

Blackboard Advising tool for students going on

exchange Step-by-step guide Discussion boards and emailing groups for

specific locations Hyves is disappearing, Facebook is Growing Why not use Facebook?

Advising Outgoing Exchange Students

Needs Assessment (206 Exchange Students)97% Facebook account59% favored BlackboardPersonal Information should be privateBlackboard is a formal tool, UvA is a

formal institutionFacebook is social and recreational

Advising Outgoing Exchange Students

Point Out Existing Facebook Groups:

Fellow Exchange Students

International Student Organizations

Host University

Create Facebook for:

Host University (per semester or year)

Bureau of International Students

Accommodations Abroad

ScholarshipsVisa Applications

Student Support: Psychological Issues

Psychological help No guarantee Privacy and Trust Facebook is Fakebook: Fun Information Need to Break Out of Social Isolation Blackboard: Information and Assignments

Student Support: Housing Problems

Student Support: Housing Problems

Housing Problem Private room with private facilities outside

of the city center “Diemen” Too far away, too expensive “we want to

move” Facebook group with Dutch and

International Students Making intercultural Friends and organize /

announce events

Student Support: Housing Problems

Limitations Only international students used the group

(they felt alone and abandoned) Dutch students already had friends Frequently used in the beginning and then

the group died Less complaints, except by other students

Distance Learning

A little teaser… Can we use Facebook for distance learning

projects? “Childcare quality, research and recent

developments, International teaching series on early childhood education”

University of Amsterdam - Freie Universität Berlin - Purdue University

Find out more on our Facebook…

Socio-Cultural Programming & Campus Networking

Clubs and Organizations

International Students

Multicultural Organizations

Student LeadersProspective Students

BRINGING IT ALL TOGETHER

Network Building which was discussed earlier is crucial!The Strength of your Social Network is determined

by how many networks you can reach out to and bring together.

Example: International Students need to connect to all the categories previously mentioned. The purpose of the other categories are to connect with as many people as possible. A prospective student may based their decision to go to your institution based on how involved your current students are!

Coming together becomes SOCIAL HARMONY!

Light up Your Social Network!

Marketing: Outreach and Recruitment

In three months!

How?

To see more recruitment examples, join the facebook group!

LETS KEEP THE DISCUSSION GOING!SEARCH: “BEYOND FACEBOOK NAFSA”

Lets use social media to improve how we use social media!!

Join the discussion, follow the instructions to join our group on facebook…