Add as a preferred source on Google

Social Media

  • By Shannon O'Connor
  • 11/01/17

As of August 2017, two-thirds (67 percent) of Americans report that they get at least some of their news on social media — with two-in-ten doing so often, according to a new survey from Pew Research Center.

I know I do. I scan Facebook throughout the day and, if I see mention of a news story that interests me, I will then click over to a news site (or two) to read more about it.

And then there’s Twitter, Instagram (I’ve dabbled there), LinkedIn, YouTube, Tumblr, Pinterest, Snapchat… Who can keep up?

Students can. And do. Today’s college-age students are digital natives. They’ve grown up with social media at their fingertips. Facebook was launched in 2004. Just before that, MySpace was big. Twitter was founded in 2006, Tumblr in 2007, Instagram in 2010, Snapchat in 2011.

The way we communicate continues to evolve. We’re plugged in everywhere we go; billions of us, 24/7. For good or otherwise, we interact with the world on social media; for younger generations, it’s the primary connection. Therefore, colleges and universities are employing social media to recruit, retain, inform, fundraise, secure and otherwise do business with potential and current students, faculty, staff and peers.

To support recruitment efforts, schools share their values and cultures in contemporaneous posts on campus activities. Research institutions utilize social media to help elevate awareness about their research innovations. Setting aside phone and direct-mail drives, live-streamed fundraising campaigns have found success. And up-to-the-minute crisis communications on social media sites keep all stakeholders, as well as the news media, informed of developments during emergencies.

The benefits of using social media are many. Unfortunately, the problems it can cause are numerous as well. Students (and others) have been stalked and bullied online. Misinformation on emergent events has been posted and shared or retweeted, blurring the lines of truth. The boundaries of professional conduct can be distorted when personal communications and opinions are put out there for the world to see. We must remember, to paraphrase an old adage, that although we can easily post in haste, we then may repent in leisure.

Your institution should develop a social media policy to ensure that there is oversight of online communications and social media efforts. What goes out over the Internet is forever; it can affect your standing, your branding and your bottom line. Harness it, and use it to your benefit.

This article originally appeared in the issue of .

Featured

  • LAN, Inc. Opens Office in College Station, Texas

    Lockwood, Andrews & Newnam, Inc. (LAN) recently announced the opening of a new office in College Station, Texas, to support its regional client base, according to a news release. The organization provides engineering, design, and program management services for water, wastewater, transportation, stormwater, and education clients in the Brazos Valley.

  • UNL Kiewit Hall

    Designing for Engineering Excellence: Integrating Sustainability and Wellness at UNLs Kiewit Hall

    Kiewit Hall at the University of Nebraska-Lincoln exemplifies how academic institutions can integrate sustainability and wellness into modern learning environments. With an integrated and collaborative team approach, Kiewit Hall addresses enhanced learning and creativity, physical health, and mental wellness, and fosters a sense of community through innovative design, operations, and policy solutions.

  • Los Angeles City College Breaks Ground on New Administration, Workforce Building

    Los Angeles City College (LACC) in Los Angeles, Calif., recently broke ground on a new $72-million administrative facility, according to a news release. The Cesar Chavez Administration and Workforce Building will stand four stories, cover 67,230 square feet, and play home to a wide variety of the school’s educational and administrative services.

  • textured paper collage shows a school building on fire as a fire truck sprays water into the flames

    Why a Fire Loss Is More than Flames

    We've all seen what fire damage can do to a property, but the types of damage building owners often encounter after a fire loss can exceed expectations. Having full awareness of the different forms of damage properties can sustain helps owners respond faster, reduce continued damage, and get back on the road to recovery in short order.

Digital Edition