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Social Media and Higher Education: EPFL's Approach
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Social Media EPFL | January 2013 1
EPFL Social Media
Social Media EPFL | January 2013 2
Agenda
• Social Media in 2013• Social Media and Higher Education• EPFL Current Ecosystem• Corporate Social Media EPFL• EPFL Social Media Framework• Social Media Programmes Examples
Agenda
Social Media EPFL | January 2013 3
Social Media in 2013
• Social Media is a major sociological trend• Every individual is a potential media outlet• New media formats have emerged (microblogging, visual social media, …)• Organizations have become content producers and editors
Organization’s members
Organization Mass Media
New
s
Events, Advertising, Website, …
Media Relations, Events, …Traditional
Media
Social Media
Social Media in 2013
Social Media EPFL | January 2013 5
People spend more and more time « socializing »
Continuous rise of time spent online and time spent socializing
online
Social Media in 2013
Social Media EPFL | January 2013 6
Mobile connected devices are on the rise
• Social Media and Gaming are the preferred destinations
• Apps are booming• Web consumption is still on the
rise• Email is stable
Social Media in 2013
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The 2013 media typology
Two converging trends:
Social Media usage democratization and
Social Media Management Tools professionalization
Social Media in 2013
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New interactive mediatic powers have emerged
A 17 years old kid from
Lausanne has 1m Youtube
subscribers and 200m views
Harvard University has 2.3m fans on
Social Media in 2013
NASA’s Curiosity is on Twitter,
and even says «Pew Pew» to
its 1.2m followers
Social Media EPFL | January 2013 9
Social Media and Higher Education
General outreach
In the classroom
Professional development
Media relations
Potential students
OBJECTIVESSupport institutional and departemental objectives
Act as catalyst of (communication) activitiesEnable direct communications and dialogue with communities (internal and external)
Foster EPFL awareness and advocacy Humanize digital presences and relationships
Enable peer-to-peer interactions within communititesCo-create value
SoMe and HigherEd
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EPFL current corporate social media ecosystemFacebook Youtube LinkedIn
On average: 50.000 persons reached per weekCurrent Ecosystem
Social Media EPFL | January 2013 11
An international audience
EPFL in English EPFL in French
Current Ecosystem
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Some examples of communicationsFacebook Twitter LinkedIn
63 «shares» = 40.000 persons
reached
70 answers to the question!
18.000 people discussing
about neuroscience!
Job proposals for graduates!
Neelie Kroes has 60.000
Twitter followers!
Information for conference participants
News
Public interaction
Current Ecosystem
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Other official presences
Þ Career CenterÞ ICÞ MoTÞ …
Þ ArchizoomÞ ARVEÞ RiskInsightÞ MoTÞ EPFL+ECAL LabÞ …
Þ EPFL AlumniÞ EPFL StudentÞ EPFL MTEÞ …
Þ @MoTÞ @OderskiÞ …
LinkedIn Youtube
Current Ecosystem
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Non official presences: «EPFL memes» on Facebook
Current Ecosystem
Corporate Social Media Management
Monitor online conversationsEngage with the communitiesIntegrate to existing processes
MONITORING
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Monitoring: Listening to online conversations
Objectives• Measure volume of online conversations about a given
theme, subject, organization, person• Identify sources/places of online conversations• Identify online influencers / advocates• Monitor competitors• Identify trends, get feedback• Support crisis management• Identify prospects
Monitoring
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Monitoring: listening to online conversations
Direct access to online articles
and conversations
about EPFL
Online articles per Media Type
(Mainstream News, Blogs, Twitter,
Facebook, …), Region, Language, in real time
Monitoring
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Monitoring a crisis in real time: a framework
Pre-Crisis• Know your
communities• Detect• Organize
internally
During Crisis• Monitor• Assess• Act
Post Crisis• Monitor• Assess and
evaluate
Monitoring
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Monitoring: Information Discovery
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Monitoring: Information Discovery
Engaging with the communities
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Engaging: Content and platform strategyProspective
Students Students Staff Alumni Scientific Community Media Professionals General
Public
Youtube
OBJECTIVESCommunicate excellence in research and education
Complement media relationsFoster advocacy through information and emotion
Build a sentiment of belonging amongst community membersBuild bottom up and horizontal awareness (national and international)
Engage in a continuous dialogue with the communitiesEngaging
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Engaging: Content strategyBuild on existing material and processes
Curate according to platform and target groupAdapt to new media formats (blogging, visual social media, images, video, infographics, interactive content)
Mediacom newsFaculty newsCentral services newsLab newsCommunication campaignsMediatheque picturesConferencesContests PrizesTech transfersOnline educationCrowdsourced contentActivity reportsFlash contentsReflex contentsAd hoc contentStories
Content edition
Content publishing
PromotionEngagement
Analysis Monitoring
Engaging
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Content examples: pictures, infographics, feedback
Engaging
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Content examples: visual stories
Engaging
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Content examples: interactive open office hours
Part 1: post your questions
Part 2: get the answers
Engaging
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Content examples: crowdsourced pictures
Pictures with the #epfl tag on Instagram (visual social network)
Engaging
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Integrating: publication and engagement processes
Publish
Faculties
Content
Students
Content
Yan LuongFrédéric Rauss
Mediacom
Content
Other Content
Interactions, questions, …
Proc
ess
Yan Luong
RoutingMedicaom
Press Officers
Faculty Comm
Officers
Student Services
Studies Promotion
Interactions, answers, …
Student assoc
Others
EPFL Individuals
Interactions, answers, …Answer
Integrating
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Youtube: Channels structure proposal
EPFLNews
EPFLStudents
EPFLEducation
EPFLAlumni
Faculty Channels
EPFL
Integrating
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Strong conceptual and visual appeal + known author
Appeals the gaming
community + was posted on
the right platform (reddit)
by a gamer
Gimmick adresses specific
audience + accompanying
diffusion measures
(android fan blogs)
Institution reputation +
posted on the right platform
(reddit) by students
Youtube: the mechanics of success, contentwise
Integrating
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Youtube: the mechanics of success, processwise
Taming the snowball effect
Integrating
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EPFL.ch: Social Media Optimization
Social Media Optimization Examples
Optimize Sharing
properties
Embedding a Twitter feed to
a webpage
Integrating
Social Media Framework
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The need for central coordination
• Provide a framework, educate and support uncentralized social media initiatives within faculties, departments, units, central services, …
• Professionalize social media management (monitoring services, management tools, reporting…)
Distributed Spoke and Hub
Current Ecosystem
Social Media EPFL | January 2013 36
Some examples of supportMonitoring what
is said about a subject, a theme, a research object,
…
Provide reporting and insights on
social media initiatives
Identification of existing
communities of interest
Provide social media
management tools
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Establishing an organizational social media framework
Framework
Set up a social media group
Create a social media policy
needs, audience and objectives
Provide toolbox, handbooks,
advice, coaching
Train the staff Empower
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Social Media Group
Identify social media usersÞ Administrative staff using social media for professional
purposesÞ Academic staff using social media for professional purposes or
working on projects related to social mediaÞ Students active on social mediaGoalÞ Assess policies and guidelinesÞ Provide directions within their unit, service, departmentÞ Share best practices
Framework
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Social Media Policy
Þ Statement that the organization’s broader ethical guidelines also apply to social media
Þ Responsability and liabilityÞ Disclosure of affiliationÞ Copyright and fair use of lawsÞ Confidentiality of proprietary or internal informationÞ Prohibitions (hate, racism, …)Þ PrivacyÞ Netiquette
Framework
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Train the staff according to responsability level• What is social media?• Why does it matter?• How do I use it?• What is EPFL’s policy?• How do I engage with my community?• How are different departments using it?• What is EPFL’s social media strategy?• Dealing with a crisis• Community management• …
General InformationPersonal Usage
PracticionersBasic Professional
Usage
SpecialistsAdvanced
Professional usage
Framework
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Toolboxes, handbooks and coaching
Þ Social Media PolicyÞ Branding GuidelinesÞ Social Media Resources (handbooks, guides, …)Þ Advice & ConsultingÞ Coaching
Framework
Social Media EPFL | January 2013 42
We are a community
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We are a community
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Empower
Faculties, departments, labs, programmes
Organize
Develop Plan
Engage
Measure• Define
objectives• Identify roles
and resources
• Platform and tools
• Content strategy
• Interact with communities
• Influencers• Advocates
• Analysis, Reporting and Optimizazion
Framework
Social Media EPFL | January 2013 45
Research Projects and Departments
Social Media can help:• Monitor area of research• Communicate about news & publications• Building up a network of reciprocating projects / dpts• Enabling Peer-to-Peer interactions between community
mambers• Crowdsource (research) activities• Reach out to (external) audiences
SoMe Programmes
Social Media EPFL | January 2013 46
Conferences
Social media use for communication purposes, before, during and after the event• General communications• Onspot communications• Handle audience questions• Reach out to external audiences
SoMe Programmes
