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1. Introduction
This brief paper is intended to share key lessons learned from four years of working with social media to
support students in transition into higher education; in this sense it is a a reflective consideration rather than a
formal evaluation of the experience Nevertheless, it is hoped that the lessons it offers will be of use to others
intending to use social media for similar purposes. In 2011, the Learning Development Unit (LDU) at Bucks New
University (Bucks) began to consider the use of social media to supplement pre-sessional academic induction
activities for new students. The LDU already had a successful track record in providing such activities in a faceto-face context but were aware that only limited numbers of students could be reached in this way. Social
media presented a means of providing access to useful transition resources to a much wider range of new
students, including those coming from overseas. It was also felt that the significant role that social media
already plays in students lives (Ellison, Steinfield and Lampe, 2007)would provide them with a familiar means
of engaging with the new and unfamiliar world of higher education.
The pilot platform Startonline, which was established as part of the initial pilot in 2011 using Ning (Ning, 2015)
has now been decommissioned. Instead, what started out as an experimental project has now become an
established part of institutional practice, subsumed into Bucks Welcome, the universitys range of transition
and induction processes, and rebranded as Bucks Welcome Online. This paper summarises key experiences
from this period with a view to highlighting both the potential of social media as a means of supporting
students transition to higher education and drawing attention to potential barriers to the effective use of such
technologies within an educational context.
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3. Access to content
While students are eager to make connections and interact socially as an end in its own right, they are also
keen to do so in order to access content and information. The use of social media as a means to access
practical information was a key feature of every iteration of the project; student interests ranged from the
prosaic (simple recipes for cheap nutritious meals proved very popular), to the practical (a disabled student
finding out about and planning how best to move around their new environment), to the management of
learning (how to access timetables), among others. A key preoccupation in the recent Bucks Welcome Online
related to learning how to make togas to wear at Welcome Week fancy dress parties. Having students
themselves involved in managing and coordinating social media activities proved to be highly advantageous in
providing for such information needs as they were able to draw upon their own experience and understanding
of the concerns of new students. Content produced by existing students, for example, in the form of guides to
the local town and night life, what students should bring with them to their new accommodation, the
experiences of particular constituencies within the university community (e.g., international students), proved
to be very popular.
In terms of providing information that was correct and accurate, involving key Professional Service Employees
(PSEs) within the environment was an important strategy. This facilitated the dissemination of information
around registration procedures, timetable availability and finance. In Startonline, the most useful strategy for
providing access to such institutional expertise proved to be via an Ask any question thread in the discussions
boards. In Bucks Welcome Online, which used a range of existing social media tools, content was matched to
the medium that seemed to best suit it: Pinterest provided a useful source of pictorial support for toga
making; the hashtag #foodfriday provided for a useful regular recipe link feature. The impact of increased
student fees in the UK has meant that many more under-graduate students now work part-time alongside
their studies and are also work longer hours than previously (Times Higher Education 2013). Unsurprisingly,
finding work proved to be a particular preoccupation among students in more recent iterations of Startonline.
An important strategic issue for generating traffic into university social media initiatives is to provide a source
of information about employment opportunities. Involving the Careers service and internal employment
agency, which specialises in employing students within the university, has proven to be a very effective
approach. As with student-provided content, however, the key to effective content sharing was the presence
of the human and the use of social media communication and connections as a vehicle for delivering content.
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5. Involving staff
Those staff who took an active part in the early iterations of the social media environment were positive about
their experience, seeing it as a valuable first point of contact with new students. Indeed, one spoke of how it
had a positive impact upon the dynamic of their first physical meeting with their new students as they already
knew and recognised a number of the faces in the lecture theatre from their social media interactions.
However, despite the number of staff who expressed initial enthusiasm for the project and who registered,
most did not engage further than creating a simple profile, often with little more than their name and position
and without a photograph. A brief e-mail questionnaire was conducted to explore reasons for nonparticipation and identify strategies for supporting future engagement (Rochon and Knight, 2013); the
following barriers to staff participation were identified:
Lack of time
Initiative fatigue
Clearly, there is need for proper training and support of staff and opportunities for familiarisation with the
affordances and mores of social media tools and environments if they are to engage effectively with initiatives
of this kind. Birnback and Friedmans (2009) staff engagement project has provided a number of useful
strategies for addressing these issues (see Figure 1, below).
Communicate early
Figure 1: Strategies for engaging staff (adapted from Birnback and Friedman2009)
Of these, the strategy that has proved most successful is to piggy back on other initiatives. In addition to the
strategies mentioned above, having buy-in from senior figures within the institution is also a great help in
encouraging staff involvement. Following a number of years as Startonline in which the use of social media to
support new students was piloted and evaluated, the project has now been integrated into the raft of
transition and induction activities provided by the university under the umbrella of the Bucks Welcome, which
falls within the responsibility of the Director of the Student Experience, a significant managerial post in the
institution. Rebranded as Bucks Welcome Online, social media activities for new students are now part of a
range of well-established events and strategies that are much valued institutionally and well-funded. This
lends a certain institutional heft to requests for staff participation. Nevertheless, converting staff enthusiasm
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8. Conclusion
Use of social media to assist transition into higher education has a number of lessons that might usefully be
transferred to educational contexts. Perhaps the single most important lesson that has emerged from these
experiences has been the centrality of the social aspect: both as a preoccupation for students, keen to
establish social contact with their peers, but also as the vehicle for learning-related interaction, both between
students and also between students and their teachers and institutions. Effective use and understanding of the
affordances of social media is thus essential if staff and wider institutional use of such environments is to take
advantage of the possibilities they offer for teaching and learning purposes. Involving students themselves in
the creation of content for such projects as well as in their coordination and management offers real
advantages to all concerned, though benefits from ongoing staff management. Engaging staff for such
initiatives in a way that moves beyond initial enthusiasm for their potential into active involvement remains a
challenge; however, an approach that seeks to avoid extra burden on limited staff time by piggy-backing on
existing initiatives, that seeks also to listen to staff concerns and pre-occupations and provides proper support
in the use of perhaps unfamiliar tools and approaches seems more likely to succeed. Finally, while little
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