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Social Media Leadership Framework
in Higher Education
@josieahlquist
#NASPA15
• Student Affairs Role in the
Digital Space
• SSAOs on Twitter
• Leadership
Framework for
Social Media
• Digital Decision
Making Model
Friendly
#NASPA15
@josieahlq
uist#saSoMe
Do you want to connect
with these students?
You have my permission to Accept a Facebook request
Interact on Twitter
Instagram Follow
With your Students
Reflect on your
perspective of
Social Media
SSAO’s on
Social Media
Can an #SaPro
display leadership
in the digital
space?
25% of adults online in 2009
51% of adults online in 2011
52% of adults have two or more social
media profiles (Tess, 2013).
Facebook biggest growing demographic is
35 and older (Malesk & Peters, 2012).
Generational Gaps are Shrinking
Social media integration in the classroom has
proven its’ weight
• Higher student GPA’s
• Creation of study groups
• Increased faculty &
student interaction
• Students feeling more
equip for the future
Twitter powering up learning
Cheung, Chiu, & Lee, 2011
Junco, Heighberger, & Loken, 2011
Laverie, Rinaldo, & Tapp, 2011
Grant Funded: NASPA Region VI Award
Award Winning: NASPA Technology Knowledge Community
Research Questions
1. In what ways do senior level student affairs
officers utilize and participate in social media in
their leadership roles?
2. What leadership characteristics are shared
by senior level student affairs officers who
participate in social media?
What Would You Tweet?
100% Twitter is Very
Important –
Important to their
work professionally
60%
50%
44%
Digital Influence
0 1 2 3 4 5 6 7 8 9
1,000-3,000
6,000-9,000
11,000+
# of Tweets
# of Tweets
0 1 2 3 4 5 6 7 8 9
0-1000
2,000-3,000
4,000+
# of Followers
# of Followers
Average 2,000
Average 3,000
Who has time for Twitter?!
Early Morning 5-7am
Lunchtime 11am-1pm
Early Evening 7-9pm
Average Time Weekly
3.3 Hours
What Would You Tweet?
The High Tech & High Touch #SApro
Digital Decision Making Model
Who How
What Why
Ahlquist, J. (2014)
Digital Decision Making Model
Digital Tools
& Strategy
User
Engagemen
t
Digital
Contribution
Intended
Purpose
Ahlquist, J. (2014)
Who
WhyWhat
How
Prioritize Relationships
F2F = #SoMe Philosophy
Strategic Communications
Embracing Change
Leadership Framework for
Use of Social Media
in Higher Education
Ahlquist, J. (2014)
Social Media is about
Relationships not
marketing
Student Engagement
Connecting People
“From being on Twitter I have
better and more significant
engagement with students. The
number of students I impact
and reach has significantly
grown.
I personally feel more
connected to them.”
“I think part of my role online is a
cheerleader, congratulating
people, kind of patting them on the
back, recognizing something that
they've accomplished.
A part of it I think is a connection
role. We’re bridging people.”
-Vice President in the Midwest
Value Added
Approach
to Social Media Use
=F2F(face to face)
Philosophy
#SoMe(social media)
Philosophy
Shared Leadership Philosophies
Service to Students Community of Care
Bring Your Whole Self
“Social Media elevates a sense
of humanity and a sense of
positive spirit; uplifting our
students and our institution.” -Vice President in the South
“I want to be a student of
students.” -Dean of Students in Southwest
Ready to bring your
Whole Self?
Whole Life
Lealdership
Be RealPersonalit
y
Positive
Lens
Family
Pets
Friends Hobbies
High Tech-Touch #SaPro is a
Strategic Communicator
Your Campus Position
Influences Your Online Impact
“I use social media to stay out
ahead of what issues are brewing
- it is a huge value add along with
the ability to give students an
accurate feeling of how much we
care and how one is engaged in a
really timely effective manner.”
-Vice President in the Midwest
SSAO Campus Customer Service Agents
University News
Real Time Information
Campus Safety
What Would You Tweet?
Story Retracted
From Twitter
Troubleshooting
“My theory is if I don’t know it’s
broke, we can’t fix it. And so, I don’t
want to hear all the bad things.
But, I need to hear what our
students are experiencing.”
- Dean of Students in the Midwest
“Social Media has been a great tool for me
as an SSAO. It requires staying up on
literature, best practices, and has a degree
of etiquette.
If we follow the rules, and engage
authentically, we can make a great impact
with social media.”
Have a National Impact
Through Twitter
National Presence
Associations
Networking
Daily Twitter Convo-Chats
Self Taught
Campus Resources
Conferences
Social Media Exploration
Get Comfortable With change
Not having the answers
Learning from students
@PaulGordonBrown
www.paulgordonbrown.com
What is Your
Social Media Happy Place?
Where Do We Tweet From
Here?
What Would You Tweet?
High Tech
High Touch
#SaProPrioritize Relationships
F2F = #SoMe Philosophy
Strategic Communication
Embrace Change
Digital Decision Making Model
Digital Decision Making Model
Student
Engagemen
t
Contribute
as Whole
Self
Strengthen
Relationships
&
Communicatio
nAhlquist, J. (2014)
Who
WhyWhat/Wher
e
How
Digital Decision Making Model
Student
Engagemen
t
Contribute
as Whole
Self
Strengthen
Relationships
&
Communicatio
nAhlquist, J. (2014)
Be real
Be thoughtful
Respect purpose
of each digital
community
www.josieahlquist.com
The Keys to Success as a Student Affairs Pro on Social Media:
Resources
Eric Qualman: Socialnomicshttp://www.socialnomics.net/
Ed Cabellon: http://edcabellon.com/
Liz Gross: http://lizgross.net/
Joe Sabado: http://paulgordonbrown.com/
Kristin Abelle: www.savedbyabelle.com
Paul Brown: http://paulgordonbrown.com/
Hashtags:
#sachat
#Casesmc
#satech
#hesm
