Un-tapping Social Media - Poster full

What is Social Media Intelligence?

1… a form of field research and is defined as valuable insight you can discern by gathering and analyzing social media content.

Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.

http://creativecommons.org/licenses/by-nc-sa/4.0/


2In

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• Generate leads in targeted audiences• Protect your reputation• Monitor effectiveness of social media

strategy• Maximize marketing communications

Factory designed by Owen Payette McGarry from the Noun Project




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3At UBC• Within four months of the Flexible Learning announcement

33 projects have already impacted 34,000 students.• First annual Academic Experience Report published in 2012.

Only 6% of students responded to survey about Academic Experience• Anxiety and stress were identified as negative influences

• Limitations: • Students feeling over surveyed. • Types and variations of data collected.




in Higher

Education

Social Media

SMI looks into organic online conversations and dialogue.

It provides us with highly specific insight into student

experience

“It gives a voice to the voiceless”

For the first time, we have real time data to inform our decision making process, by the people, for the people.

4




Students are sharing knowledge and opinions

online

The information is free, public, unmoderated

0

3000

6000

9000

12000

UBC SFU UVA Yale Harvard

5 Why?

This graph illustrates the engagement we see at UBC,

compared to other major education institutions

Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the

Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of

this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.



Research Q

uestionIn what ways can we utilize social media

content to inform our understanding of student academic

experience?

6




7Goal of our Research

Trophy designed by Garrett Knoll from

the Noun Project

Bring to light student voices Improve student learning

Impact decision making at the university level

Enhance student experience




Scoping & identifying social media communities

Data collection: Pulling postsWe will use the APIs provided by the social media networks to retrieve the data we need to accomplish the research. This API is free– to a certain limit. !Because this information is available without any requirement for an account, the Privacy and Ethics board has informed us that there is no further action required. Similarly, Copyright and Property is cleared through the Terms of Use that users agreed during sign up.

Process

Data Analysis and Report 8Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.



Social media intelligence has shown to be highly accurate at identifying patterns and predictions for corporate companies as well as predicting trends like suicide risk (Durkheim Project, 2012-2014), box offices (Doshi, 2010) and the stock market (Bollen, Mao, Zeng, 2011).

Social Media Intelligence in Literature




Longer period of analysis, with a wider scope with the same process and

methodology.

Next Steps

10Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0

International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.



Findings

9Social Media Intelligence by Ronald Ho and Kimberly Kao is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0

International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/4.0/.



“I’m so impatient that UBC Connect is so slow that every single time I try to download slides, I click to a different tab like Facebook. Then, Blackboard either times out, or I forget about it and I still haven’t downloaded or studied” (124 Likes)

TechnologyConnect (UBC’s Learning Management System)

We saw a trend in students that they had make the choice between academic success, and health (such as, sleep, social lives and eating right).

Health vs. Academic Success

“I just logged into Connect for the first time this term.” (370 Likes) !“You may be the only individual out there with a 100% success rate to be able to connect to Connect” (80 Likes)

Posted December 14th, 2013




There is a trend that students feel that grades are arbitrary, and that they do not reflect the full picture. Furthermore, despite the language department attempting to prevent native language speakers who already have competency in the language taking beginner level courses, students still observe and notice that these students are getting into those courses

Students questioned themselves why they went to university. Whether it is simply going strictly for the degree, or the experience of going to a university, that is, not necessarily for the learning.

Grades

“Why University?”

Students express a sentiment of frustration and stress when studying for exams, such as not knowing what to study,

Exams




“I find that listening to my lecture voice recordings treat my insomnia way better than any sleeping pill I have ever tried in my life” (294 likes)

Student Engagement

Despite the efforts of the university to create a welcoming, inclusive environment, students still question whether they made the right choice of coming to UBC, and whether they actually belong here.

A sense of belonging

Lesson Pace, Language Barrier and Comprehension

Students find that professors have varying lesson pace (sometimes too fast, or slow), Language Barriers and perhaps not enough scaffolding was provided for


