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NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 USING SOCIAL MEDIA TO CREATE BOUNDARY-FREE COMMUNITIES Office of Residence Life | Syracuse.

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Presentation on theme: "NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 USING SOCIAL MEDIA TO CREATE BOUNDARY-FREE COMMUNITIES Office of Residence Life | Syracuse."— Presentation transcript:

1 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 USING SOCIAL MEDIA TO CREATE BOUNDARY-FREE COMMUNITIES Office of Residence Life | Syracuse University Eric M. Nestor Assistant Director Michelle M. Shea Residence 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 Program ID 405

2 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life AGENDA Learning Outcomes Literature Review Background on Residence Syracuse University Our Experience Discussion Conclusion & Resources

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

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

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

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

7 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life 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).

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

9 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life WHY SOCIAL MEDIA?

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

11 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life SOCIAL MEDIA: ITS 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. Its no longer about one-way communication but a dialog… Falls, J. (2009)

12 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life RESIDENCE SU About 8,300 in campus housing overall 5,800 students in 18 traditional residence halls on North Campus 2,500 students on South Campus 2 year housing requirement About 40% of residents are first-year students

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

14 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life Google maps (2012)

15 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life COMMUNITY A sense of belonging created through caring relationships, collective responsibility, and respect for one another. SU Residence Life Value Statement on Community

16 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life BRANDING Correspondence Signatures of Staff Website Digital Signage Posted on office entrance Bulletin boards Cross referenced in all forms of social media

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

18 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life FACEBOOK ON SOUTH CAMPUS South Campus Apartments Facebook – Main pageMain 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 pageExample page Six neighborhoods with individual pages Started Spring 2012 Created based on survey feedback S.C.O.P.E. Page – Student run

19 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life HOW ARE STUDENTS USING OUR PAGES? Information & Announcements Operational Information Opening & move-in Semester Breaks Bus Schedules Power outages, etc.

20 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life Programming & Events South Campus programs S.C.O.P.E. events Campus wide events Student postings HOW ARE STUDENTS USING OUR PAGES?

21 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life Questions & Student Posts General Questions Interactions between students Most active during opening Struggled to continue HOW ARE STUDENTS USING OUR PAGES?

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

23 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life WHY TWITTER? Twitter – 500 Million accounts with over 100 million active monthly users. (Messiah, N. [2012]) In Residence Life – South Campus Started January 2011: Active Twitter community at SU Syracuse University one of most influential (Klout) Reach students where they are Communicate with physically disconnected community

24 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life TWITTER – YOUR MESSAGE IS ONLY GOOD IF IT REACHES OTHERS! Targeted plan to increase followers in Fall 2011 Welcome Letter and Advertised on Facebook Page and Foursquare campaign Branded on all information Some information only shared via Twitter

25 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life TWITTER 17 Followers in August as of February 29, 2012

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

27 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life RESPONDING TO STUDENTS

28 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life RESPONDING TO STUDENTS

29 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life RESPONDING TO STUDENTS

30 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life TWITTER – CLASS CONNECT Hashtags based on home school/college Primarily for use by students living on South Campus Implemented Spring 2012

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

32 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life First #SCTalks held on February 9, 2012 Topic specifically chosen to be controversial to attract interest Follow the conversation at:

33 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life 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 Location added with 4 morning stops Tuesday/Thursday and 2 stops Monday/Wednesday Additional buses added to and from South Campus on game days Bus company contacted to avoid overcrowding issue 2 new afternoon times from North Campus to South Campus

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

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

36 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life 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, , etc.

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

38 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life USES OF FOURSQUARE

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

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

41 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life IMPLICATIONS Social media is a requirement to reach students If you are not invested, it wont work Acknowledge that a technological divide exists – dont let it dictate your directions Building your brand is more important than likes

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

43 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life QUESTIONS ?

44 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life SOURCES Educause. (2008). Retrieved from: students-use-of-social-networks/.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 Facebook statistics. Retrieved 2/15/12. Falls, J. The problem of promoting you, your cause, your business with social media. July 31, Retrieved 2/29/12, from: 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/ Foursquare. Retrieved 2/15/12, from: https://foursquare.com/about/.https://foursquare.com/about/

45 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life 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: Google Maps. (2012). [401 Skytop Road, Syracuse University] [Satellite map]. Retrieved from: &spn= , &sll= , &sspn= , &hq=401+skytop+road+syracuse+university&t=h&z= &spn= , &sll= , &sspn= , &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: 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: Mashable. (2011). Retrieved 2/15/12 from:

46 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life SOURCES Messiah, N. Twitter. January 15, Retrieved 2/15/12, from: pass-500-million-in-february-say-report/. 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: Nielsenwire. (2012). Survey: New U.S. smartphone growth by age and income. Retrieved 2/22/12 from and-income.http://blog.nielsen.com/nielsenwire/online_mobile/survey-new-u-s-smartphone-growth-by-age- and-income Social Media Landascape Retrieved 3/2/12, from: media-landscape-2012/.http://www.fredcavazza.net/2012/02/22/social- media-landscape-2012/ Syracuse University Residence Life Value Statement on Community. Retrieved 3/10/12, from

47 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life Permission to use Twitter profile picture and name received via Twitter message 3/2/12.

48 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life CONNECT WITH US! Facebook South Campus Apartments:

49 NASPA Annual Conference Phoenix, Arizona March 10 – 14, 2012 SU | Residence Life THANK YOU! Eric M. Nestor Assistant Director Office of Residence Life Syracuse University Michelle M. Shea Residence Director Office of Residence Life Syracuse

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


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