Engaging - Student Affairs
Download
Report
Transcript Engaging - Student Affairs
Engaging
International Students
through Social Media
StudentAffairs.com Case Study
Quiana McKenzie
Leslie C. Schacht
Tiffany Cohen
Silas Pippitt
Iowa State University
Proposal Overview
Social media strategy developed for the International Student
and Scholars Office (ISSO) at Iowa State University
Social media defined as “social communication tools used for
sharing and discussing information. Social media allow users to
interact, share and converse with one another online: blogs,
forums, social networks, online chat, wikis, newsfeeds, videos,
etc. A social media outreach strategy is outreach using these
tools” (Merrill, 2010, p. 1)
Strategy includes three components:
Development of Social Media Student Ambassadors
Use of five social media tools: Youtube, Facebook, Twitter, Blogs,
and Skype
Targeted social media approach for Chinese students
Background: Goals
International Student and Scholars Office (ISSO)
Mission Statement: Enhance the educational, cultural, and social
experiences of international students and scholars at Iowa State
University. Promote enhanced campus internationalization.
Support the international work and goals of the university.
Social media strategy for the office will further goals of providing
quality service (serving the needs of students, families, and the
Ames community in a supportive and friendly manner) and
providing a welcoming environment for international students
(providing outreach and programming to create a more
welcoming environment for international students and scholars
on the ISU campus).
(International Student and Scholars Office, 2011)
Background: Office Objectives
Objective 1: Advise international students and scholars on
matters pertaining to immigration regulations, non-academic
procedural matters, and issues of cross-cultural adjustment.
Objective 2: Promote enhanced communication and expanded
partnerships with students, the campus and Ames community
members.
Objective 3: Improve use of technology within the office to
provide better service to students and scholars.
All objectives can be achieved with the strategic use of social media
by the International Students and Scholars Office
(L. Seiler, personal communication, February 16, 2011)
Current ISSO Strategy
Student –driven approach to social media (undergraduate student
assistants)
Students familiar with current trends among students and
characteristics of social media tools
Official ISSO Facebook page and Twitter account: IowaStateISSO
Linked to ISSO webpage: http://www.isso.iastate.edu/
Provides updates and important information to current and
prospective international students
Includes pictures of international student life at Iowa State
Recently created Blogger account for exchange students to post their
experiences: http://www.isuexchangestudents.blogspot.com/
(L. Seiler, personal communication, February 16, 2011)
Departmental Needs
Would like to engage more international students in social
media strategy and encourage them to share their
experiences and stories with other students (current and
prospective)
Experiencing difficulty in reaching students in China:
Facebook and Twitter as well as other social media tools
blocked in the country (L. Seiler, personal communication,
February 16, 2011)
Approximately half of Iowa State international students are
from China (Iowa State University, 2010)
Seeking way to actively engage ISSO staff members in the
use of social media
Engaging International Students
Development of Social Media Student Ambassadors
10-12 international students (not limited to current undergraduate
office assistants) who assist ISSO by answering and addressing
concerns and questions of current and prospective students
Students expected to use ISSO social media outlets three to five
hours a week
Give glimpse of current student life on campus through social
media interactions: participation in campus organizations and
events, information on campus resources; tips on what to bring
to campus, etc.
Adds “authenticity to the information exchange”- student has
relevant experience and similar background (Merrill, 2010, p. 5)
Connect with students across the globe during and outside of
regular business hours
Engaging International Students
Social Media Student Ambassadors must:
Have completed at least one semester at Iowa State University
Be actively involved in a recognized student organization leadership
council on campus or have completed or be currently enrolled in a
leadership training program at Iowa State such as ILEAD or Cyclone
Aides
Semester to year-long leadership development program that familiarizes
student with campus resources, programs, university procedures, etc.
Participate in an orientation led by program co-advisors
Graduate student and current staff member: Co-advisors
Monitor social media tools for appropriate language and
communication; Ambassadors to forward questions that they cannot
answer to advisors
Develops and supervises schedule for ambassadors
Will check in with ambassadors biweekly to address program concerns
and questions
Rationale for Ambassadors
Allows international students to build community with students from
their home country and other countries around the world
Established students can share insights and perspectives that will
assist new students with transition
“Such relationships provide… comfort, security and a means by
which an international student could resolve and cope with problems
associated with a foreign social environment” (Al-Sharideh and Goe,
1998, p. 722)
“Contacts among students from the same geographical region help
new students experience a sense of belonging” (Klomegah, 2006)
Contact between established and newly-arrived or accepted
international students can enhance social integration on campus
(Prescott and Helsten, 2005)
Allows established international students to gain familiarity with how
social media is used in the United States and to continue to develop
English language skills
The Power of Social Media
“Social media tools, like Facebook, Twitter and blogs, are key
to communicating with this generation of students” (National
Association for College Admission Counseling, 2009)
Allow for exchange of information quickly across the world
Students use technology to “ seek out information
about…institutions, form connections with peers, and
determine potential fit” (Munoz and Strotmeyer, 2010)
Most international students choose a college without ever
stepping foot on campus
Social media makes the university accessible in a variety of ways
and include the student perspective, both positive and negative
Proposed Social Media Tools
Youtube
Ambassadors and staff can post informative videos on
student life, immigration procedures, and other issues
important to the success of international students
Current and prospective students will be encouraged to ask
questions or comment to which ambassadors and staff will
respond
Facebook and Twitter
Ambassadors and staff will post updates on campus life
Current and prospective students encouraged to “like” or
“follow” the page for important information
Proposed Social Media Tools
Blogs
Ambassadors will share their experiences with current and
prospective students- pictures, journal entries, etc
Campus and Ames community clubs and organizations
encouraged to make guest posts (expand partnerships in
the local community for international students)
Skype
Ambassadors will be available for face to face
communication with current and prospective students by
appointment- virtual office hours
Social Media in China
Approximately half of international students enrolled at Iowa
State are from China
Restricted use of social media tools like Facebook, Skype and
Twitter in China (Moore, 2010)
Targeted campaign for Chinese students
Renren.com- Chinese social media tool similar to Facebook
Sina.com- Chinese social media tool similar to Twitter
Youku.com- Chinese social media tool similar to Youtube
Popular among Chinese students in China (Y. Zou, personal
communication, February 19, 2011)
Used in the same proposed manner as their English counterparts
Requires ambassadors who communicate fluently in Chinese
Engaging ISSO Staff
Develop and implement orientation program for Social Media
Student Ambassadors
Emphasize office and University expectations and procedures
Graduate student and additional staff member to co-advise
ambassadors and monitor social media tools for inappropriate
behavior and language
Will also centralize social media strategy under two specific
staff members
Staff encouraged to use tools to inform students of important
developments within their assigned role in the office
Videos on filing taxes, immigration compliance, etc.
Potential Limitations
Social media hard to regulate
Colleges and universities have limited control over the conversation online
(Lipka, 2009)
Ambassador program requires ISSO and Iowa State University to trust that
students will communicate appropriately online
Lack of research on the use of social media by international students in
their home countries and in the United States
Requires staff members who communicate fluently in other languages
Will need to monitor communications between students but hard if there is
not a staff member who can read and write in other languages, particularly
Chinese
Staff members not familiar with various social media tools
Requires staff orientation on the tools proposed for use by office including
information and ideas on how they can be used actively by staff to provide
outreach and information to students
Long-Term Considerations
Feedback from current international students on their social media
use
Country-specific social media tools
What do international students need to know in order to be
successful at Iowa State University?
Best practices of international student offices and programs at
universities across the country
Assessment of social media strategy
How can ISSO and Iowa State University measure the effectiveness
of communication with students through social media?
The role of ISSO in the transition of international students
To what extent does ISSO contribute to the successful transition of
international students at Iowa State? How can it be measured?
References
Al-Sharideh, K.A. & Goe, W.R. (1998). Ethnic communities within the university: An
examination of factors influencing the personal adjustment of international students.
Research in Higher Education, 39 (6), p. 699-725. Retrieved from
http://www.springerlink.com/content/0361-0365
International Students and Scholars Office (2004). ISSO mission and organization. Retrieved
from http://www.isso.iastate.edu/
Iowa State University. (2011). Iowa State University fact book 2010-2011. Retrieved from
http://www.ir.iastate.edu/FB11/PDF/FB2011ALL.pdf
Klomegag, R.Y. (2006). Social factors relating to alienation experienced by international
students in the United States. College Student Journal, 40 (2), p. 303-315.
Lipka.S. (2009 May 1). Colleges using technology to recruit students try to hang on to the
conversation. The Chronicle of Higher Education. Retrieved from
http://www.chroniclecareers.com/article/Colleges-Using-Technology-to/117193/
References
Merrill, Nicole (2010). Social media in international student recruiting and outreach survey.
Retrieved from http://globalcampus.com/external/Survey_GC_Final.pdf
Moore, M. (2010, December 30). China makes skype illegal. The Telegraph. Retrieved
from http://www.telegraph.co.uk/technology/internet/8231444/China-makesSkype-illegal.html
Munoz, F.M. & Strotmeyer, K.C. (2010). Demystifying social media. Journal of Student
Affairs Research and Practice, 47 (1), 123-127. DOI:10.2202/1949-6605.6132
National Association for College Admission Counseling. (2009). Report finds use of
social networking tools on the rise in college admissions offices [ Press Release].
Retrieved from
http://www.nacacnet.org/AboutNACAC/PressRoom/2009/Pages/SocialNetworki
ng.aspx
Prescott,A. & Hellsten, M. (2005). Hanging together even with non-native speakers: The
international student transition experience. Internationalizing Higher Education, 16, p.
75-95. DOI: 10.1007/1-4020-3784-8_5