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Engaging Students
through Social Media
Foreword by Mary Madden
REYNOL JUNCO
EVIDENCE-BASED
PRACTICES FOR USE
IN STUDENT AFFAIRS
http://goo.gl/HGWW9j
Wednesday, April 2, 14
Wednesday, April 2, 14
Using Social Media in Student Affairs:
An Evidence-Based Approach
Wednesday, April 2, 14
#ebsm
@reyjunco
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Engaging Students
through Social Media
Foreword by Mary Madden
REYNOL JUNCO
EVIDENCE-BASED
PRACTICES FOR USE
IN STUDENT AFFAIRS
Wednesday, April 2, 14
Engaging Students
through Social Media
Foreword by Mary Madden
REYNOL JUNCO
EVIDENCE-BASED
PRACTICES FOR USE
IN STUDENT AFFAIRS
http://goo.gl/HGWW9j
Wednesday, April 2, 14
Research
Wednesday, April 2, 14
Consumer
Wednesday, April 2, 14
Consumer
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Use
Evidence
Wednesday, April 2, 14
Wednesday, April 2, 14
Skeptics
Wednesday, April 2, 14
Crusaders
Skeptics
Wednesday, April 2, 14
Wednesday, April 2, 14
Wednesday, April 2, 14
Self Esteem
Wednesday, April 2, 14
Self Esteem Shyness
Wednesday, April 2, 14
Self Esteem Shyness Extraversion
Wednesday, April 2, 14
Self Esteem Shyness Extraversion
Neuroticism
Wednesday, April 2, 14
Self Esteem Shyness Extraversion
Neuroticism Political Activity
Wednesday, April 2, 14
Self Esteem Shyness Extraversion
Neuroticism Political Activity
Social & Academic Integration
Wednesday, April 2, 14
Self Esteem Shyness Extraversion
Neuroticism Political Activity
Identity Development
Social & Academic Integration
Wednesday, April 2, 14
Self Esteem Shyness Extraversion
Neuroticism Political Activity
Identity Development
Student Engagement
Social & Academic Integration
Wednesday, April 2, 14
Wednesday, April 2, 14
Identity
Development
Wednesday, April 2, 14
Identity
Development ≠
Wednesday, April 2, 14
Identity
Development ≠
Professional
Self-
Presentation
Wednesday, April 2, 14
• Time spent on Facebook is positively correlated with time spent in campus
activities (Junco, 2013; Heiberger and Harper, 2008; HERI, 2007)
• Time spent on Facebook is negatively correlated with scores on a measure of
student engagement; however, creating and/or RSVP’ing to events on Facebook
was a much stronger positive predictor and chatting a much stronger negative
predictor of engagement (Junco, 2013).
• Students maintain a connection with high school friends on Facebook as they
transition to college (Ellison, Steinfield & Lampe, 2007; 2011; Junco &
Mastrodicasa, 2007)
• Students’ natural uses of Facebook (social information seeking, reflecting on
their experiences, exchanging academic information, etc.) promote social and
academic integration (Selwyn, 2009)
• Facebook use has direct impact on: self-esteem, satisfaction with university life,
and students’ performance proficiency (Yu, Tian, Vogel, & Kwok, 2010)
Wednesday, April 2, 14
• Interacting with students on Twitter as part of a first year seminar improved
their engagement and their academic performance in all courses (Junco,
Heiberger & Loken, 2011)
• Students who used Twitter were more likely to persist: 88% of students in the
Twitter group persisted into the second year, as compared with only 70% of
students in the control group (Junco et al., 2011; Junco, Heiberger & Alonso-
Garcia, in preparation).
• Students who used social networking sites to learn about on-campus activities
participated in face-to-face activities at higher levels and were retained at higher
rates (Ward, 2012).
Wednesday, April 2, 14
Social Media
Interventions
Wednesday, April 2, 14
Informal &
Implicit
Learning
Wednesday, April 2, 14
Messing
Around
Wednesday, April 2, 14
Promoting
Informal
Learning
Wednesday, April 2, 14
Questions
Wednesday, April 2, 14
What are your desired
learning outcomes?
Wednesday, April 2, 14
How will you measure
success?
Wednesday, April 2, 14
What do results of research
studies say about effective
interventions for your
learning outcomes?
Wednesday, April 2, 14
Are social media
appropriate to use to
reach these learning
outcomes?
Wednesday, April 2, 14
Which social media sites
have affordances that
match your goals?
Wednesday, April 2, 14
Social Media in
Student Affairs
Wednesday, April 2, 14
Facebook
Twitter
YouTube
Blogs
0% 25% 50% 75% 100%
25%
49%
63%
71%
81%
82%
96%
Personal Use
Professional Use
NASPA Technology Knowledge Community Survey (2013)
Wednesday, April 2, 14
Facebook
Twitter
YouTube
Blogs
0% 25% 50% 75% 100%
25%
49%
63%
71%
81%
82%
96%
Personal Use
Professional Use
NASPA Technology Knowledge Community Survey (2013)
Wednesday, April 2, 14
Facebook
Twitter
Blogs
LinkedIn
0% 25% 50% 75% 100%
88%
72%
92%
66%
84%
98%
Admissions
Career Services
Barnes and Lescault (2011) and NACE (2013)
Wednesday, April 2, 14
How?
Wednesday, April 2, 14
Informal Learning Outcomes
Wednesday, April 2, 14
1.Reaching and deepening relationships
with individual students
Informal Learning Outcomes
Wednesday, April 2, 14
1.Reaching and deepening relationships
with individual students
2.Engaging in community building
Informal Learning Outcomes
Wednesday, April 2, 14
1.Reaching and deepening relationships
with individual students
2.Engaging in community building
3.Guiding student sentiment
Informal Learning Outcomes
Wednesday, April 2, 14
1.Reaching and deepening relationships
with individual students
2.Engaging in community building
3.Guiding student sentiment
4.Promoting networking skills
Informal Learning Outcomes
Wednesday, April 2, 14
1.Reaching and deepening relationships
with individual students
2.Engaging in community building
3.Guiding student sentiment
4.Promoting networking skills
5.Modeling appropriate online behavior
Informal Learning Outcomes
Wednesday, April 2, 14
Examples
Wednesday, April 2, 14
Reaching and deepening
relationships with
individual students
Wednesday, April 2, 14
Wednesday, April 2, 14
Monitor social media references to
“financial aid” at “mizzou”
Wednesday, April 2, 14
Monitor social media references to
“financial aid” at “mizzou”
Respond to students who tweet
about inferred needs:
“I hate being broke”
Wednesday, April 2, 14
Monitor social media references to
“financial aid” at “mizzou”
Respond to students who tweet
about inferred needs:
“I hate being broke”
Answering direct questions about
financial aid
Wednesday, April 2, 14
•Supporting informal learning about financial aid procedures
•Increasing student-student affairs professional contact
•Interacting with students on social media leads to increases in
engagement and increases in staff/student offline interactions
•Providing prompt feedback
•Academic integration, persistence, academic success
Connection to Theory and
Research
Wednesday, April 2, 14
Engaging in community
building
Wednesday, April 2, 14
Wednesday, April 2, 14
Facebook groups with RA staff,
front desk clerk staff, and residents
Wednesday, April 2, 14
Facebook groups with RA staff,
front desk clerk staff, and residents
Resident group used as a virtual
lounge
Wednesday, April 2, 14
Facebook groups with RA staff,
front desk clerk staff, and residents
Resident group used as a virtual
lounge
Bringing online conversations
offline
Wednesday, April 2, 14
•Improving cooperation among students
•Learning the cultural norms of their environment
•Academic and social integration
•Improving student engagement
•Helping reticent students have a voice
•Persistence and academic success
Connection to Theory and
Research
Wednesday, April 2, 14
Promoting networking
skills
Wednesday, April 2, 14
Wednesday, April 2, 14
Used Twitter during Career
Services “Industry Road Trip”
Wednesday, April 2, 14
Used Twitter during Career
Services “Industry Road Trip”
Learning objectives: communicate
skills and learn networking
techniques
Wednesday, April 2, 14
Used Twitter during Career
Services “Industry Road Trip”
Learning objectives: communicate
skills and learn networking
techniques
Taught students how to maintain
professional online presence
Wednesday, April 2, 14
Used Twitter during Career
Services “Industry Road Trip”
Learning objectives: communicate
skills and learn networking
techniques
Taught students how to maintain
professional online presence
Collected basic assessment data
Wednesday, April 2, 14
•Engaging in active and informal learning
•Learning the norms of professional self-presentation/networking
•Promoting self-reflection
•Improving student engagement offline through online
interactions
•Helping reticent students have a voice
•Persistence and academic success
Connection to Theory and
Research
Wednesday, April 2, 14
Connection
Wednesday, April 2, 14
AMA
Wednesday, April 2, 14
AMA
Wednesday, April 2, 14
Wednesday, April 2, 14

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Using Social Media in Student Affairs: An Evidence-Based Approach

Notas del editor

  1. http://goo.gl/HGWW9j
  2. They are tools with specific affordances - you don’t try to use a hammer to tighten a screw
  3. Student affairs professionals don’t do this We often don’t think about social media as tools but as some disconnected reality
  4. If you are thinking of implementing a social media intervention (program)
  5. Informal learning refers to the types of learning that happen through processes and contexts that are not related to teaching, training, or research in educational institutions. Implicit learning is learning that happens without the person being aware that they are learning. They learn how to communicate with their peer group, how to discuss difficult issues, how to share successes without seeming like they are bragging
  6. Ito et al. (2009) describe messing around as a multifaceted process by which youth experiment and learn about technologies; however, I extend this further to the social aspects of technology use to also relate to youth learning about how to be members of society. In other words, youth engage in messing around, a trial and error process that lets them learn what is culturally appropriate/acceptable and what isn’t within the context of their peer group. They “test the waters” with interactions by posting content and evaluating the reactions of their peers. Indeed, likes on Facebook are a “strong proxy for social status” and youth try to post photos that garner the maximum number of likes and go so far as to delete photos that don’t get enough likes
  7. These are just examples - I’m not saying they engaged in connections to theory and research in a way that was appropriate.
  8. They engage in social media listening by monitoring instances of student references to “financial aid” at “mizzou,” participating in conversations by responding to students who tweet about inferred needs (the office responded to a tweet containing “hate being broke” by inviting the student to visit the Office for Financial Success), answering direct questions that are sent to the office Twitter account or posted on the office Facebook page, and posting bulletins about upcoming deadlines. In these ways, they support student informal learning about financial aid procedures at The University of Missouri
  9. These are just examples - I’m not saying they engaged in connections to theory and research in a way that was appropriate.