On National Teacher Day, meet the 2024-25 Kenan Fellows
Un-tapping Social Media - Poster full
1. What is
Social Media
Intelligence?
1
… a form of field research and is defined
as valuable insight you can discern by
gathering and analyzing social media
content.
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
2. 2Inthe
Industry
• Generate leads in targeted audiences
• Protect your reputation
• Monitor effectiveness of social media
strategy
• Maximize marketing communications
Factory designed by Owen Payette McGarry from
the Noun Project
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
3. "UBCMainMallAerial"byUBC
PublicAffairs
3At UBC
• Within four months of the Flexible Learning announcement
33 projects have already impacted 34,000 students.
• First annual Academic Experience Report published in 2012.
Only 6% of students responded to survey about Academic
Experience
• Anxiety and stress were identified as negative influences
• Limitations:
• Students feeling over surveyed.
• Types and variations of data collected.
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
4. in
Higher
Education
Social
Media
SMI looks into organic online
conversations and dialogue.
It provides us with highly
specific insight into student
experience
“It gives a voice
to the voiceless”
For the first time,
we have real time
data to inform our
decision making
process, by the
people, for the
people.
4
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
5. Students are sharing
knowledge and opinions
online
The information is free, public,
unmoderated
0
3000
6000
9000
12000
UBC SFU UVA Yale Harvard
5 Why?
This graph illustrates the
engagement we see at UBC,
compared to other major
education institutions
Social Media Intelligence by
Ronald Ho and Kimberly
Kao is licensed under the
Creative Commons
Attribution-NonCommercial-
ShareAlike 4.0 International
License. To view a copy of
this license, visit http://
creativecommons.org/
licenses/by-nc-sa/4.0/.
6. Research
Question
In what ways can we
utilize social media
content to inform our
understanding of
student academic
experience?
6
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
7. 7Goal of our
Research
TrophydesignedbyGarrettKnollfromtheNounProject
Bring to light student voices
Improve student learning
Impact decision making at the
university level
Enhance student experience
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
8. Scoping & identifying social
media communities
Data collection: Pulling posts
We will use the APIs provided by the social media networks to retrieve the
data we need to accomplish the research. This API is free– to a certain limit.
!
Because this information is available without any requirement for an account,
the Privacy and Ethics board has informed us that there is no
further action required. Similarly, Copyright and Property is
cleared through the Terms of Use that users agreed during
sign up.
Process
Data Analysis and Report
8Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
9. Social media intelligence has shown to be highly accurate at
identifying patterns and predictions for corporate companies as
well as predicting trends like suicide risk (Durkheim Project,
2012-2014), box offices (Doshi, 2010) and the stock market
(Bollen, Mao, Zeng, 2011).
Social Media Intelligence in
Literature
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
10. Longer period of analysis, with a wider
scope with the same process and
methodology.
Next Steps
10 Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
11. Findings
9
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
12. “I’m so impatient that UBC Connect is so slow that every single time I try to
download slides, I click to a different tab like Facebook. Then, Blackboard
either times out, or I forget about it and I still haven’t downloaded or
studied” (124 Likes)
Technology
Connect (UBC’s Learning Management System)
We saw a trend in students that they had make the choice between
academic success, and health (such as, sleep, social lives and eating right).
Health vs. Academic Success
“I just logged into Connect for the first time this term.” (370 Likes)
!
“You may be the only individual out there with a 100% success rate to be
able to connect to Connect” (80 Likes)
Posted December 14th, 2013
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
13. There is a trend that students feel that grades are arbitrary, and that they
do not reflect the full picture. Furthermore, despite the language
department attempting to prevent native language speakers who already
have competency in the language taking beginner level courses, students
still observe and notice that these students are getting into those courses
Students questioned themselves why they went to university. Whether it is
simply going strictly for the degree, or the experience of going to a
university, that is, not necessarily for the learning.
Grades
“Why University?”
Students express a sentiment of frustration and stress when studying for
exams, such as not knowing what to study,
Exams
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.
14. “I find that listening to my lecture voice recordings treat my insomnia way
better than any sleeping pill I have ever tried in my life” (294 likes)
Student Engagement
Despite the efforts of the university to create a welcoming, inclusive
environment, students still question whether they made the right choice of
coming to UBC, and whether they actually belong here.
A sense of belonging
Lesson Pace, Language Barrier and
Comprehension
Students find that professors have varying lesson pace (sometimes too
fast, or slow), Language Barriers and perhaps not enough scaffolding was
provided for
Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0
International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.