The importance of social media is rising up the strategic agenda for management and users at UK Universities
Social Media is growing in its adoption across all areas of society, including Higher Education Institutions (HEIs). To gain a current picture of this rapidly developing area within UK Higher Education Institutions, research has recently been conducted into the Challenges, Usage and Benefits of Social Media within Higher Education Institutions.
The research was conducted by Jadu and provides Higher Education Institutions with:
- A current appreciation of the challenges and issues faced in implementing social media
- Shared knowledge of how HEIs are capitalising on social media technologies to support strategic and operational activities.
- Insight into the range of benefits that are currently being delivered and those that could be delivered.
The findings represent feedback from 60 respondents across the UK, from 44 HEIs in England, Wales, Scotland and Ireland and identify a broad range of potential strategic implications, across a wide range of areas within Universities.
The key findings from this research are as follows:
Developing a business case for usage is the number one challenge for social media - The top three challenges to date in implementing social media are developing the business case for its usage; overcoming cultural issues and dealing with current software compatibility issues. In the next three years, developing the business case for social media usage will remain the number one challenge, followed by the ability to respond to growing user demand and finally the ability to do this within budgetary constraints.
Limited restrictions on social media usage are currently in place - For the majority of Institutions, over 90% of social media usage (Facebook, Twitter, Blogging, MySpace, YouTube, Flickr) is not restricted.
Usage varies by user type - The major users of social media are students followed by Alumni. A relatively large number of Admissions departments
currently make little usage of social media in their activities.
Current usage by social media type - The two social media tools most frequently used by HEIs via internal solutions are Blogging (59%) and Online Forums (55%). The most frequently identified external social networking tools currently used are Twitter (68.3%), YouTube (60.7%) and social networking tools such as Facebook and MySpace (57.49%).
Future usage by social media type - 47.3% of respondents intend to adopt Twitter over the next two years; 41.8% YouTube and 41.1% social networking tools such as Facebook and MySpace. A much smaller percentage of respondents intend to adopt customised social networking tools such as Ning.com and Yammer.
Benefits of social media to date - The main areas to experience a 'significant improvement' as a result of social media usage, are the 'Institution's profile' and user 'Access to Information'.
Future benefits of social media - Respondents believe that in the future the number one benefit to emerge from social media usage is better 'Access to Information' with 61.8% of respondents identifying this as undergoing 'significant improvement' by 2012. The Institution's profile, reputation and student retention will also benefit from future social media usage.
Users are driving social media strategy - The web team's role in driving HEI's social media strategy has to date been primarily to respond to user demand. The users has been the main driver of HEI's social media strategy to date
Limited integration of social media with content management systems - There is currently little if any integration of content management systems with social media technologies within those HEIs responding.
This research has highlighted the considerable benefits being gained from social media usage in a wide range of areas. However, the emerging nature of these technologies, and their impact on established ways of working, raise a number of strategic questions that have yet to be addressed.
HEI Management needs a stronger business case to invest. Whilst users are convinced of the benefits, management need a stronger business case.
The strategic approach to managing social media is evolving. A more integrated approach to managing information and content will be required to protect the brand and reputation of institutions. No firm conclusion has been reached on ownership and management.
Can unrestricted usage continue? As usage grows it is likely that privacy, intellectual property and data protection issues will increase in profile and impact.
Increased awareness is needed to address cultural issues. Generational and cultural issues' were identified as a major constraint to social media usage. Suraj Kika, CEO of Jadu says:
"This research has identified a major change in the adoption of today's Social Web and has also emphasised the importance of a Social Media strategy within institutions. Having a strategy at least means that Institutions can begin understanding the benefits of managing reputation, engaging in conversation and delivering pro-active communications, whilst providing the rich user experience that the social web is becoming known for delivering."
The full survey findings are available for download at http://www.jadu.net/heisurvey
Notes for Editors
About Jadu
Jadu is a market leading supplier of web content management systems (CMS) to higher education institutions, public sector and commercial organisations. Jadu was formed in 2001 to provide Content Management Systems (CMS) for government organisations. Since its first major implementation for BERR in 2002, Jadu has evolved and is now implemented within hundreds of public and private sector organisations and higher education institutions across the UK.
Jadu provides a refreshing approach to web content management and offers groundbreaking functionality including integrated social computing, accessibility, compliance, integrated online forms, mash up page design, integrated Google search, personalisation, full statistical reporting, standards compliance, product and catalogue management. Jadu is the first commercial Web Content Management provider to offer an integrated Twitter module within its CMS software to enhance brand management, customer service and knowledge management.
Further information on Jadu can be found at: www.jadu.net
