Let’s Get Social! Teaching Effective Use of Social

Media Tools Inside and Outside the Organizations

Carleen Shaffer, EdD Ellen McMahon, EdD

Michelle Goeders Med Backchannel: #et4online02463

Agenda

! Lake Forest Graduate School of Management, who are we?

! CMS Templates – consistency! ! Building the course - design & content decisions ! Teaching online

  What worked, what didn’t work ! Student Feedback – always critical! ! Q&A ! Twitter backchannel: #et4online02463

Dr. Ellen McMahon Dean, Faculty Relations

! Who are we?   Answering a need for management talent in the post-

war business environment n  Abbott Labs, Fansteel Metallurgical Corp, Johns-Manville

Products together with Lake Forest College became Lake Forest College Industrial Management Institute (1946)

n  LFGSM accredited by HLC NC North Central Assoc to grant Master’s Degrees

LFGSM Student Demographics

! Professionally   Functional Experts building leadership skills   50% Healthcare professionals   65% earn $85K+; 50% >$100K   60% have critical to hi impact on organization   90% expect more responsibility after graduation   Primary needs: financial, global, and risk

! Personally   60%=M; 40%=F; 38-40 yrs old; possess digital skills but need to

learn how to use & want faculty to use/require more more technology

Online Learning at LFGSM

! Before 2011 some online self-paced courses from Harvard (marketing & stats)

! Social Media 5822 first online course designed & taught fully online

! Online enrollments increased from 0 to 215 in a year

! OL students are those who need flexibility or those who have relocated & want to complete degree

Michelle Goeders, MEd eLearning Artist

! Designing course templates: Best Practices ! Blackboard features ! LFGSM requirements

#et4online02443

I.  Module at a Glance II. Module Introduction III. Content

•  Readings/Videos •  Discussion •  Activities

IV.  Assessment V. Module Summary VI. Additional Resources

Social Media 5822

! 2010: “Emerging Technologies” transitioning design from community college to graduate level

! What, Why, When, How, Who: course goals & objectives for MBA program

! Module redesign for MBA ! Collaboration with Dean of Faculty

  Critical input and feedback during course design stage

Social Media Inside and Outside the Organization

! No textbook   Harvard Business Review case studies: ‘real life’

situations involving social media inside and outside the company

  Current web-based resources via Diigo: blogs, research articles, news sources

  What social media to include? n  Twitter, blog, YouTube, Flickr, Pinterest, Facebook, LinkedIn,

Google+ Circles, Slideshare, Prezi, Hangouts, Skype, Circles, Facebook

  What else should I now consider?

Weekly Assignments

! Activities:   Extra credit: video introductions   Weekly blog reflective journal & Best Tweet   Blog analysis   YouTube, Flickr, or Pinterest   Join Class Alumni Google+ Circle   Feature Comparison:

n  Slideshare vs Prezi; Skype vs Hangouts; Facebook vs Circles   Treasure Hunt of industry leaders’ SM use   Weekly HBR case study discussions

Interview Paper

! Find the person in your company in charge of creating and using social media. If your company does not have this position/person (or you are uncomfortable doing so), alert the instructor and locate a small business that uses social media and interview the owner.

! What SM tools do you use ! Why do you use them ! How long have you used them ! Benefits, cost, what metrics do you use to assess benefits, costs,

etc? ! What worked and what didn't work ! Future plans, who if anyone is keeping track of the next best thing?

Students ! “ After reading some of the social media interview papers I was amazed to see how

contrasted social media use can be between different organizations. While I was looking at it mostly from a small business perspective because I work for one and interviewed one I was not getting the full spectrum of social media usages. I’m glad w have the opportunity to share our work through Dropboxbecause I think a lot of the learning really does come through the experiences of our classmates.”

! “…working on the interview paper really made me aware of the social media initiatives going on within my own company. It was great gaining insights about the efforts are taking place. Not only was I able to earn, but this class allowed me to contribute and provide feedback on some of their current plans. I’m sure being able to have an intelligent and meaningful conversation with our companies VP of Integrated Media Solutions, didn’t hurt either and gave me some additional brownie points”

! “I had a fascinating interview with Kevin P. He provided some excellent <xxxx> sources to reference for my interview. <xxxx> has a whole website full of social media information. It’s very generously filled with blogs, links to their Twitter, Facebook, YouTube pages, but more importantly it also has quite a bit of information on social media itself. Coming from a social media award winning company who has been engaged in this since 2007, the information is a treasure trove of tips and guidelines”

Final Partner Project ! LFGSM encourages community service on the part of their students.

As a result, this will serve as a community service project. With a partner, you will select a small business or non-profit organization to create and implement (in most cases time prohibits implementation) a Social Media Plan. Your Plan should include description of your proposed strategy and tools recommended (including why you chose these tools), tentative timeline for implementation, and assigned responsibilities for each team member.

! A before and after description of the business use of SM by your client ! Your final strategy, tools (what, why, when, how), and detailed proposed

timeline (how did this change from what you proposed in Session 6?) ! What worked and what didn't work in the development of your plan ! What you would do differently next time in this project, i.e. lessons learned

from this experience and project ! Blue Zeebra Concierge – H2O for Humanity

Students ! “The project was great because it helped us use what we learned in a

practical way (again!) and be able to help a business. It was neat to lead and execute what we have learned and help demonstrate to other people why social media is important and how it can help them.”

! “Worked our rear ends off on the final project but I think that we really came up with a plan that just may be useful to the charity that we chose. Larry was a pleasure to work with and we really did a nice job of blending our ideas and skills into a coherent strategy…..I really feel good about what we did and hope that our input will result in a stronger fund raising program that takes advantage of some of our class learnings”

! The team project that I worked on with Tonja was really a great exercise for me in finding that link between SM and the business. I really enjoyed exploring ways to help Tonjapromote with her new business. Playing the consultant role placed me in my element….The class assignment allowed me to challenge myself in creating a strategy with Tonja that best met her needs. I intend to continue to help her himplement her plan and follow her progress. I alofound many useful tips from the other students and their experiences with SM.”

Multimedia to Personalize

! Four Webinars Weeks 1,3,5, & 7   Week 1: Class orientation   Week 3: Lecture highlights weeks 1-3   Guest Speakers

n  Week 5: LinkedIn Expert n  Week 7: Chicago Architectural Foundation

! Bi-Weekly Announcements via YouTube + email

Student Successes and Challenges

! Successes:   Student adaptation to online learning   Eureka I have found it! (SM)   Personal branding   Interview papers: better understanding of company;

new connections; possibility for new collaborations   Final project: application of new skills + opportunity to

work for a ‘good cause’

Tool Successes (Business)

! Twitter ! Blogs ! LinkedIn ! Google+ , Hangouts ! Pinterest

Student Successes and Challenges

! Challenges   Not currently SM users, negative attitude to SM   Work load vs other commitments   Readings vs textbook   Technology issues have diminished but still exist   Student expectations for online learning!

n  Self-directed learners: self-motivated, self-disciplined n  Time Management

Course changes: past, present, and future

! Moving from 10 to 8 weeks – yikes! ! More of “me” – what strategies have you implemented? ! Guest speaker changes ! Weeding out ‘dated’ readings, SM rapidly changing

environment ! Constant review of new social media tools, case studies ! Review interview paper for issues related to employers

Final Thought

! “As educators we should inquire – early and often – what it means for students to live and learn in a globally-connected world. How can we help students to develop the critical literacies they need to not only consume content but also create knowledge?”

Citation: Jason Rosenblum http://goo.gl/CebIE

Q&A and Contact

! Carleen Shaffer, EdD – Adjunct Faculty, LFGSM & Director of Academic Computing, Claremont Graduate University (LinkedIn, Twitter, Google+)   lcjshaffer@yahoo.com; carleen.shaffer@cgu.edu

! Ellen McMahon, EdD – Dean, Faculty Relations & Degree Programs, LFGSM   emcmahon@lfgsm.edu

! Michelle Goeders, MEd – eLearning Artist & Instructional Designer, LFGSM   michelle@elearningstudiolc.com