Instruction guide to social media session

1. May Update
Social Media: More than just about friends
RSCs – Stimulating and supporting innovation in learning
Go to View > Header & Footer to edit 19 June 2012 | slide 1

2.  What is Social Media?
 Activity 1
 The power of social media
 The Do’s
 The Don’t’s
 Igniting your social media
presence
 Activity 2
 Use in learning and
teaching
 Technical stuff…..
www.rsc-eastern.ac.uk

3. What is Social Media?
By definition:
"Social media are media for social interaction, using highly
accessible and scalable communication techniques. Social media
is the use of web-based and mobile technologies to turn
communication into interactive dialogue.”
http://youtu.be/ZQzsQkMFgHE

4. The main players - the facts
 845 million Users
 Each user has av. 130
friends
 FB users twice as active on
mobiles
 1 of every 5 page views  465 million users
 175 million tweets
per day
 135 million users
 2 billion people searches in
2010
 2 million companies with
pages.

5. Who are the main users?
60 Age 13-17
Age 18-34
50
Age 35-54
Age 55+
40
30
20
10
0
Linked In Facebook Twitter

6. Methods of communication
Cold Direct
Emailing Texting Twitter Facebook Linked In
Calling Mailing

7. Group Activity: (10 mins)
In pairs, share with eachother:
1. A recent experience which you really enjoyed, why you enjoyed it and
whether you would recommend it to anybody else
2. A recent experience that you DIDN‟T enjoy, what went wrong and
whether you would put others off having the same experience.

8. 2011
The power of social media?
Unhappy Unhappy
Customer Customer
Dinner with Posts on
friends twitter
200
5 People
Followers

9. 127
Followers
RT –
42,000+
Recommendation

10. Sits on
Warwickshire
College‟s
Twitter page

11. Southend Adult Community
College

12. “Southend Adult Community College (SACC) are new to Social Media. We launched our Facebook and
Twitter sites late last year and have found them both an effective communication method with
our learners, potential students, partners and local businesses (Employer Responsive targeted Marketing).
It has proved to be a great tool to promote new courses, news and events on the site. By posting pictures or
an event, our 'fans' are able to tag themselves in pictures and can share our links with their friends, this
enables us to gain a wider captive audience.
We recently met Ed Miliband and Ed Balls, we uploaded the pictures to our Facebook page, it was just
minutes before we were being contacted by external organisations regarding the visit, just shows how
powerful social media is.
Although Social Media is not my full time role, I manage to run our sites alongside my workload. However,
it is a big commitment as it has to be moderated and given the nature of social media if you don’t maintain
the sites it defeats the object. I regularly check the site over the weekend and in the evening to make sure
the nature of the material that is being posted is not offensive or derogatory in any way.
Although a lot of time and effort has gone into setting SACC up on Facebook and Twitter, we feel that it is a
valuable marketing tool.”

13. Develop EBP have a
Facebook page, a
Twitter page and a
You tube page!
BBC 3 Programme
#upforhire – used real
time „tweets‟ as part
or their programme

14. Following
NAS
No. NAS
employees on
Linked in

15. How can you use the power to your advantage?
Market intelligence
Sign in, tune in and listen
Increase web presence Photo: Nick Fletcher
Strengthen your web presence and SEO (e.g. 1 in 5 page views are FB)
Free marketing on the web
Use social media to leverage your marketing campaign – DON’T SPAM!!!

16. The do’s and the don’ts
The Do’s
 Plan effectively – think about who you are targeting
and how social media will help you achieve your
outcomes – PURPOSE!
 Integrate – embed with other communication
channels
 Underpin – reinforce with traditional marketing methods
(leaflets/newsletters/prospectus/local press)
 Monitor & Listen – regularly update social media and take note of what is being said
 Re-evaluate – if it’s working great, if it’s not, don’t give up look at what it’s not doing
and how you can improve it further.

17. The do’s and the don’ts
The Don’t’s
 Let your pages/ social media presence stagnate. Update regularly or get rid
 Post up information for the sake of posting information. Think about your audience –
think about your content - DON’T SPAM!
 Ignore privacy settings!
 Post information using your personal profile unless you really need to.

18. Intelligence gathering
The Tools:
 Search Facebook pages using key terms (adult learning, NEETS) join or like groups
and pages and post to them – increase your presence.
 Use Twitter hashtags to create new discussion or to feed into existing areas e.g.
#apprenticeships
 LinkedIn – join professional network groups, post jobs, create ads.

19. The big three in more detail
The Tools:
 Facebook – HTML plug in, FB page Apps, FB Ads
 Twitter – a closer look at hashtags, retweets and the twitterati
 LinkedIn – join professional network groups, post jobs, create ads.

20. Igniting your social media presence
1. Have a reason to use social media (e.g. campaign to increase enrolments,
targeting employers, raise awareness).
2. Scan social media for intelligence – what‟s trending/who‟s trending (re.
Deborah Meaden)
3. Identify how you are going to generate interest (e.g. competition in local
media, piggy back on national campaigns/event e.g. NAS)
4. Provide a call to action through social media (contact numbers/email,
integrated webform in FB page)
5. Join up all social media platforms for consistent messaging and delivery –
provides more options for the social media user.
6. Refuel the campaign with updates (e.g. youtube videos, increased presence
in local press)

21. Igniting your social media presence: Examples
Recruitment campaign
Video diary of AC Chris Marchant through basic training at
RAF Halton.
http://www.youtube.com/playlist?list=PL094FE915BF943C5
9&feature=plcp
Live careers advice, updates and ask an airman:
https://twitter.com/#!/RAFCareers
https://www.facebook.com/RAFCareers

22. Igniting your social media presence: Examples
New product launch – Baked Stars
Competition entry
https://www.facebook.com/walkers/app_21241354885966
5
News and updates
https://twitter.com/#!/walkers_crisps

23. Igniting your social media presence: Examples
Increasing awareness with target market fliers
LinkedIn page
http://www.linkedin.com/company/cathay-pacific-airways
Results
• Three Sponsored Polls generated a total of 1,324
responses from business travellers
• Recommendation Ads generated 97
recommendations on company Product Page
• LinkedIn Research Network provides ongoing insight
to ad effectiveness and provides useful data for future
campaigns

24. Activity 2 – Social Media Marketeers
1. Working in groups select a random service or product from the hat.
2. Then discuss as a group how you are going to market your product or
service using the ‘Who, what, when, how, where and why’ guide to
develop a basic marketing proposal and how you will make use of social
media to leverage your campaign
3. Pitch your campaign – winner will receive a prize!

25. Getting Started!!
Build an Facebook Fan Page
Quick way of reaching out to learners and building a
community
Set up a profile in LinkedIn
Join groups, set up a company page and connect with
stakeholders
Get Tweeting
Set up a twitter profile, follow people or things that are
tweeting and join in conversation to increase your exposure
Create your own channel
Create a blog of your activity and link to your website and
other social media.

26. for learning and teaching….

27. STARTING POINT
10 RULES FOR STAFF

28. RULE 1
 You will need a
“Safe Use Policy”
 Ask all staff to read it

29. RULE 2
 Staff to read briefing
paper on how
Facebook can be used
as a tool for teaching
and learning

30. RULE 3
 Staff to familiarise
themselves with the
Facebook in Education
page

31. RULE 4
 Complete online Facebook
Training Module (available for
download to your VLE)
• We thank Cornwall College for
sharing their FB
Training with the
larger community

32. RULE 5
 Do not use your normal
Facebook profile.
 Set up a professional
Facebook profile linked to
your organisation email
address

33. RULE 6
 Safeguarding Officer to
set up professional
profile on Facebook
 Make sure they are
enrolled as page/group
admin for ALL
organisations Facebook
spaces

34. RULE 7
 Ensure your organisations
logo and name as default
page/group image

35. RULE 8
 Ensure you have similar message displayed on all
organisations Facebook pages/groups:
“In order to ensure safe use of the Internet, one of the Safeguarding
Officers will be overseeing this page / group. We want you to be able to
use Facebook safely, so please contact them on anyone@email.com if
you are bullied online, or if you witness any online bullying within this
page / group.
Please also note that the Safeguarding Officers will also be monitoring
comments made on any photos or videos uploaded to this page / group.
If they see any comments that they regard as inappropriate, the
comment will be removed and the user blocked from the Facebook
page / group and reported to Facebook.”

36. RULE 9
 Make sure you get Students
permission to use film and
photographs on your
Facebook space.

37. RULE 10
• Ensure staff have
completed the Facebook
Checklist and return to
Manager

38. Advice and Guidance
 “Friending”: accept students friends requests
when using tutor profile BUT do not send out
friend requests to students even when using
professional account

39. Advice and Guidance
Pages and Groups:
 Pages: Anyone can comment on any image/status
update on any page- there is no need to “like”
anymore.
 Groups: have more levels of privacy

40. For Teaching and Learning
What can you do?

41. Why?
 Students are already there
 Social Engagement
 Pre-existing membership
 M-learning
 Embedded Digital Literacy
Skills

42. What?
Pages and Groups:
 Pages for Subjects
 Groups for fieldtrips and
Tutor Groups
/Collaborative
 Blogs
 Live Blogs/ Workshops
FB Pages courtesy of Richard
Huish College,

43. Data from Richard Huish: Sept to Nov 2011
Moodle Course: 330 views
Facebook Page: 1621 views

44. Facebook Apps

45. Apps
 Skype
 Messenger
 Blogger
 Posterous
 Questions
 Notes
 You Tube
 Docs
….links..polls…
…photos…ad infintum

46. Its coming…
 Using Facebook as a college VLE
(Carnegie USA)
 Case Studies:
There are 10 Facebook related Case Studies on the
Excellence Gateway

47. JISC
Safety Online
‘Although more providers are using social media, there is a set of
providers who are being put off and not letting their students near this,
as it is a risk with bullying etc. This is a real shame so we wanted to step
in and offer ways and tips that this can be done safely and with less
difficulty’
Quote from a recent podcast by John Kelly and Lynn McHugh JISC Legal

48.  JISC Legal esafety http://www.jisclegal.ac.uk/Themes/eSafety.aspx - excellent
resource : please sign post all to here
 JISC E-responsibility resources
https://eresponsibility.pbworks.com/w/page/34463567/JISC%20RSC%20E-
Responsibility%20Online%20Resource
 Excellence gateway: esafety
http://www.excellencegateway.org.uk/page.aspx?o=167931
 JISC Legal esafety policy checklist
http://www.jisclegal.ac.uk/Portals/12/Documents/PDFs/esafetychecklist.pdf