My University has got a twitter account - Now what?

Com les xarxes socials han revolucionat el segle XXI – 18/7/2012

My University has got a twitter account - Now what?
On the leverage of social networking at universities

Miquel DURAN
Dept. Chem.; Inst. Comput. Chem.; Cat. Cult. Cient. Comun. Dig.
Comissionate for Program UdG 2.0
Universitat de Girona
miquel.duran@udg.edu @miquelduran

This presentation is available at http://slideshare.net/quelgir

Miquel Duran @miquelduran http://miquelduran.net

University: little world
• Privilege
• Multipel publics
• Mulitple ages
• Multiple backgrounds
• Multipe social origins
• Multiple …


What can we do about it?
• Complain about registration

• Bad opinion
#clecaudg or #novullpagar (and even worse) vs positive #udgent

• Slow response perception (21 min on satuerday morning)

• Just kidding / irony / I didn’t mean it
• Hence – Indefension!


Blowing in the wind
• Internet:
– Of pepole
– Of things
– This afternoon: Machine Conscience ((TEDxBarcelonaScience) Neuroscience
• Unsustainability: thermodynamic & kinetic
– Time
– Energy
– Management
• We are what people perceive
– But me must do things well – content!


Ununiversity: Has education been hacked?


Blogyversity

• This is me, my circumstances, my archive, my
website, my social networks (and I belong to
the place I currently am placed at)


Stephen Macknik and Susana Martínez-Conde in “Sleights of Mind”

• Clarke’s 3rd law: Any sufficiently advanced technology
is indistinguishable from magic
• Agatha Heterodyne paraphrase: Any sufficiently
analyzed magic is indistinguishable from science
• Girona’s corolary: “any sufficiently complex social
network is indinguishable from magic”

Stephen Macknik and Susana Martínez-Conde, “Sleights of Mind. What the
neuroscience of magic reveals about our brains”. Profile Books, London 2011


University: There’s a (dynamical) ecosystem inside!

Yet it belongs to a wider ecosystem -
an ecosystem of innovation
Photo: CC BY-NC-ND 2.0 by PMC 1stPix

http://www.flickr.com/photos/1stpix_diecast_dioramas/5414079087/


University: a market of knowledge


A university consists of a network of complicated
and demanding relationships


On Social Networking and Academics

• We would like scientists to
– understand wholly that communicating their
research and taking care of new knowledge
(content curation) is a key feature towards their
future,
– because of its intrinsic interest and social service,
– but also as a requisite to new project calls places
by the different research agencies


@LSEImpactBlog
http://blogs.lse.ac.uk/impactofsocialsciences/


The Guardian
Higher Education Network
21/3/2012

• Disruptive technologies in higher education:
adapt or get left behind
• Though universities are currently adapting
to many political, economic and social
changes, they cannot afford to ignore
technological transformation as well

Information is not received as usual! (chat is
also different!)
• One looks to change and also to descriptive part – static
vs dynamic portals
• Ipad: flipboard,
• PC: postpost.com, paper.li
• New blogger (google): fipcard template, others
• 7 screens: clock, cell phone, tablet,
notebook, TV, projector, cinema
• Mobile: always on, always with m; “me” appendix


A actual nice person might say…
• Everybody should have a fast and good access to the
Internet
• Everybody should have a mobile device (smartphone,
tablet)
• Everybody should be able to access to basic digital
skills
• Safe and secure social networks, e-mail, etc. should be
a citizen right
• Twitter should be Public: it will build up history, it’s
writing history


From Bring your own banana to Bring your
own device
• Metaclassroom: should student bring their own devices? Should
augmented reality be normal? Etc.
• Society of interruption, of distraction
• Blended learning: the future?
• Having student attending 60 minutes is a privilege for a teacher
• One should have a teacher that explains things differently, and
integrates knowledge – a privilege for students
• Beware of MOOC courses – Khan, Open, Online… Universities
• Youtube generaation, or augmented reality generation?


• This is me, my circumstances, my devices, my
Internet connection and my interaction with
these devices and the intellignet use of the
Internet


[serendipity]
A wealth of opportunities
- Discovery
- Emphasis
- Acknowledgment
- A new idea! Let’s go for
it!

- Thisis unsustainable!


[procrastination]
Time is limited: A day
should have more than
the current 25 hours!

There is something new
every day.

Unsustainable!


Social Media universitari, USA
http://www.studentadvisor.com/top-100-social-media-colleges


Warwick Knowledge Centre
http://www2.warwick.ac.uk/knowledge/


[vortex]


There are two kinds of rankings:
(1) bad, and (2) very bad
• Klout!
• Metrics unknown
• Metrics perhaps useless
• What about PeerIndex?
• What about simpler outcomes?


Twitter followers, universities Catalana area 11/7/2012
FACEBOOK FANS TWITTER FOLLOWERS
15282 “Universitat de Barcelona – Perfil oficial” 11458 uocuniversitat
13174 “Universitat Oberta de Catalunya (UOC)”
8114 uocuniversidad
10482 “INFOUAB – Universitat Autònoma de Barcelona”
10032 “Universitat Pompeu Fabra” 7190 ub_endirecte
6700 “Universitat de Girona” 6676 barcelonatech
3602 “UIC. Universitat Internacional de Catalunya” 5844 univgirona
3502 “Universitat de Vic” 5066 univpompeufabra
899 “Universitat Abat Oliba CEU” 4610 uab_info
347 “Universitat Ramon Llull – URL”
4533 uicbarcelona
3057 urvtarragona
KLOUT 1777 uvic_news
49.50 univgirona 1236 uaoceu
49.04 univpompeufabra 774 uramonllull
48.69 ub_endirecte
47.50 uocuniversitat
46.89 uab_info
44.63 barcelonatech
43.12 uaoceu
40.79 uocuniversidad
39.28 uvic_news
35.96 uicbarcelona
21.24 uramonllull


Slopes: a common trend
Twitter followers 14000
On 18/7/2012 ub_endirecte
11536 uocuniversitat uab_info
12000
10463 esade barcelonatech
8162 uocuniversidad univpompeufabra
urvtarragona
7394 UV_EG 10000
univgirona
7333 ub_endirecte uocuniversitat
6936 upv 8000
uvic_news
6781 barcelonatech uramonllull
uicbarcelona
5929 univgirona uaoceu
5370 lasallebcn 6000
esade
5145 univpompeufabra uocuniversidad
UJI_noticies
4771 uab_info 4000
ua_universitat
4563 uicbarcelona upv
3577 UJI_noticies UV_EG
2000
3082 urvtarragona lasallebcn
upvd1
1796 uvic_news
uibuniversitat
1253 uaoceu 0
40788 40798 40811 40828 40836 40848 40858 40873 40909 40951 41041 41108
788 ua_universitat
786 uramonllull
628 uibuniversitat
141 upvd1


Some problems
Growing Complexity , e.g. Gogole +

Youtubetization of Society

Walled gardens

Decrease inimportantce of “web” – towards a
social web

Crisis management ( monitorization / curation
( online marketing, etc.

Social media means engagement

The Guardian: Putting student engagement at the heart of
HE, The Guardian Higher Education Network

What exactly does student engagement mean and how do
you know if your university is doing it well? Here are some
of the highlights from our recent live chat.


Twitterversity (strict)
• Social networking still low at universitites
• All levves – teaching, research, service
• Research world; lack of communicators
• Facebook: a very large market (uality?)


Disruptive change at universities? Maybe not
(yet)

• The web 2.0 must transform the univeristy,
rather that be added to its routine activity
• Strategic attitude – changing Unviersity via
conversations, via social networking
– Professor 2.0
– Professor: director, actor or secondary person?


Multiple digital identities
• Learning and participating in the process of
learning within a global world in change
– Digital identity – professor brand – unviersity
brand – student reputation
– Entrepreneurship


UdG: strategic position
• The University of Girona is commited to reserach
excellence
– Water and evirontment
– Tourism and Cultural Heritage
– Physics, Computation, Chemistry
– Health, Food
• Within the Pyrenees-Mediterranean Euroregion
• Along with Univ. Balearic Islands, Univ. Perpignan and
other research centers


Indeed, ther is a quadruple level in branding
and reputation
• Institutional / university level
• Departmental / Research Institute level
• Research Group level
• Personal level

• Different brands
• Reputation hindered by current economic downturn


Reorganization of UdG communication team

• We have reorganized completely the communication team,
merging former marketing, press relations, public relations
and science communication teams.
• This has lead to increased performance, great coordination,
and multitarget possibilities, while exploring new ways of
communicating research and science, like augmented reality,
geopositioning and especially multimedia tools.
• Fast, direct and active connections with Mass Media and
Internet-related information channels


Science Communication 2.0
• Communicating Research – 4 levels at least
– Refereed Papers
– Communications in General Science Journals
– Dissemination of Science and Research
– Talking to young people
• Different formats:
– Classical article
– Video (YouTube Generation)
– Website / mobile / Social (the newest generation)
• Socialization through facebook, twitter, flickr, instagram, youtube,
tumblr, pinterest and any other system that may appear right today


UdG has its twitter accounts – and now what?

• What about twitter? Main immediacy communication
channel
• Double monolingual
– @UnivGirona – mainly in Catalan
– @UdGGlobal – English-only
• Used mainly by adults, but students entering UdG on
2012/13 show an increased use
• Very useful for events – hashtags as key curating
procedure


But we also have facebook, youtube, flickr,
etc etc
• We believe that our website shoud be our
main asset
• Facebook and other social networks are used
to amplify our website, to engage in
conversations and to share content
• The Web 2.0 Culture spreads fast amont
students, but not so much among researchers
(I don’t have time for that)


The complex language issue
• Local language – Catalan – used primarily all over the
University of Girona
• Language of Research, strategic: English
• Another official, opportunity language: Spanish
• Language of Geostrategic Opportunity: French
• Other Languages of Opportunity and field-related (Italian,
German, Russian, Chinese, Japanese, Arabic)
• Thus – 4 main languages
• Difficult to cope with and handle!


Do research groups communicate?
• The 3 worlds (individual, group and
center) communicate differently!
• Everythink depends too much on
individual attitudes.
• The Web 2.0 Culture is an attitude!
• The current economic difficulties prevent
enthousiastic involvement in
communication, e.g. in Science Outreach
activities


What about academic units (departaments
and institutes)
• Departments, even though they gather most
part of research force, are too focused on
teaching. Communication of research is scarce
• Research Institutes communicate slightly
better, but few of them use English ans their
primary language
• Use of English and amount of communications
is related to Internationalitzation


What about researchers?
• Almost no one communicates his/her current
research
• Some communicate key aspects of their
academic/research life
• Much easiers if related to Social Science
• Hard Science is difficult to communicate
• Struggle in Humanities: yet thinking in a move
toward Digital Humanities

The fan/follower space is
“Everyone in the University Ecosystem”
• Should we bother about the amount of twitter
followers or facebook fans?
• We have not yet overcome the culture of e-
mail


I’d love to talk about, but did not have time
to…
• Storytelling
• Branding
• Leadership
• Common goal
• Social networks clone Social classes at the
University!
• One must fight against the digital divide!


OK. My university has a twitter account –
and now what?
• Let’s movilize
• Let¡s change
• Let’s move
• Let’s do thinkgs well
• Let’s concentrate
• Let’s keep freedom
• Let’s catalyze a positive attidude
• Let’s (place here your favourite call to action)


Some ideas to take away
• Web 2.0, Social Networking, Communicating Research – is just an attitude
• There is a paramount task yet in involving and motivating (good) researchers, research
groups and academic units in communicating (well!) Research and Science.
• Dissemination of Research and Public Outreach is hindered by current issues.
• There is a high pressure (Publish of Perish, Transfer or Die, etc.) that does not free time
enough to get involved in Public Outreach and Dissemination activities
• A proper system of Rewards could be established to catalyze and promote Science and
Research communication.
• Thank you very much for your attention!


But let’s have some hope…
• Days should longer than the current 25 hour
count!


Key ideas to (tweet and to)
take away
• Key idea: Education is not a preparation for life.
Education is life itself
• Let me introduce you to my favourite chemist –
Panoramix
• This presentation is available at
http://slideshare.net/quelgir
• Thanks to @mferres UdG’s Social Media
Manager
• Thanks to @iqcudg @c4dg @udg20
@udgrecerca teams
• Thank you!


My University has got a twitter account - Now what?

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