Diversity College Wired for the future. Connected with community for today. Ranked by the Princeton Review as on of the Top 25 Most Connected Campuses.

Diversity College“Wired for the future. Connected with community for today.”

Ranked by the Princeton Review as on of the Top 25 Most Connected Campuses

Lindsey CooperKelly Gallagher

Blaire MoodyDante Pelzer

Facebook Case Study

Objectives

• Understand Facebook.com as a subculture on our campus

• Understand the implications that Facebook.com has on administration, academics, our community and the development of our students

• Demonstrate a method of approach for integrating Facebook.com into Diversity College culture

• Synthesize the positive intentions of Facebook.com with the values of Diversity College through an orientation program and online tutorial

• Plan to properly assess and evaluate the new initiatives to be adapted for future orientations

AssumptionsWe are operating and planning under the following

assumptions:• Diversity College has an undergraduate

population of 20,000• All, or most, first year students will attend one of

six summer orientation sessions• All students at orientation will go through a

session on Facebook.com• All students will have to complete the online

tutorial when they arrive at school to connect to the internet if not completed before, such as during Orientation

• Upperclass students will not go through orientation, but will be required to complete the online tutorial before connecting to the internet

Facebook as a part of Campus Culture

• Culture as defined by Kuh and Hall (1993) has four levels; artifacts, perspectives, values, and assumptions.

• Facebook.com is becoming ingrained into campus culture as it falls into all four of these levels. It is becoming a popular artifact, as more students consider it a part of student life. It has become a social norm, or perspective, of our students to be a part of Facebook.com. It is a reflection of and reinforces our students’ value in technology. Finally, it has become an assumption as it has fulfilled the above components and affects other areas of our campus life.

• Our mission is to incorporate Facebook.com into our campus culture effectively and productively, such that it parallels and is congruent with our traditional values. It is possible to construct an environment, such that it creates a desired cultural climate.

Facebook Building Community

• Facebook.com is a virtual community, which offers new and returning students a place to belong on campus.

• This community can help to fulfill some of the qualifications for students to feel like they matter in their campus community. They are offered appreciation as members of the virtual community and they can choose their level of importance and attention in sub-communities, or groups.

• As an institution, to incorporate Facebook.com into our culture, we should embrace and utilize it as a community-building tool.

• People are more likely to learn in an environment where they feel a sense of belonging and invested in a community which embraces learning.

Theory to Practice: Kohlberg’s Moral Development• Kohlberg identified three progressive levels, including

a total of six stages, of moral development that our students will experience throughout their college experience. Since we are embedding Facebook.com into their college experience, we must also address the moral dilemmas that come with it.

• Facebook.com, as a virtual community, allows students to choose the information that they want. They can form virtual sub-communities, or groups, on Facebook.com under any name that they indicate.

• As many of our students will enter college with a Preconventional Level of thinking, as discussed by Kohlberg, we must illustrate how Facebook.com can give them opportunities for moral development. Ideally, they can start to understand Facebook.com as part of their social system, with rules (Stage 4) and eventually a tool for promoting positive values (Stage 5).

Theory to Practice: Schlossberg’s Transition Theory• The transition and adjustment to college as a new

lifestyle can be difficult for any student to cope. Schlossberg identifies four areas to address and consider to help our students through this transition: situation, self, support, and strategies.

• We cannot control the person’s self and we may only be able to control the situation to a certain extent, but we can definitely offer support and coping strategies.

• While it should not replace other forms of support, Facebook.com, as mentioned before is a tool for building strong communities. Many students may find some support through this virtual community with a connection to new people and old friends at other institutions.

• As we incorporate Facebook.com into our culture and shape it to parallel our values, it can also develop and modify the initial transition for students; offering them a coping strategy.

History of Facebook

• Born on February 4, 2004 at Harvard University

• Originally started by 3 Harvard sophomores who wanted a better way to advertise to their peers

• In 2005 there were 2.8 million users• More than 60% of users log on daily• The average college student spends 17

minutes a day logged on• More than 800 colleges and universities

are connected• According to a student from Georgia

Southern: Today Facebook “becomes part of your daily routine. It's e-mail, the news, the weather, Facebook."

What is Facebook?

• Virtual Community that enables students, faculty and staff to connect.

• All you need to log on and become a member is a college email address

• A way to connect with over 800 colleges and universities

Orientation Program• The program was modeled around Vincent Tinto’s

theory (1993) that students must be integrated both socially and academically.

• The primary purpose is to inform incoming students not only about safe ways to use Facebook but how it is also a community building tool at Diversity College.

• The program is structured with a thirty minute presentation first, then a small group activity with the Orientation Leader (OL) groups, and finally a social opportunity at night.

• At the end of Orientation our hope is that the students will leave with many new friends and a safe way to continue this friendship through communication over their Facebook groups.

Orientation PresentationPresenters and Their Roles:

• Assistant Director of IT – Welcome Address: Diversity College’s view of Facebook as community building tool, including the uses at Diversity College, and why Diversity College is proud to be a campus community connected through technology.

• Campus Police Officer – What is safe to post?: The safe ways to use Facebook and who can help if you don’t feel safe.

• Student Judicial Representative – Facebook Policy Issues: How the system is monitored, what happens if the privilege is abused, and how to register by taking the online tutorial.

• Residence Life Staff Member and Student Activities Staff Member – Fun uses at Diversity College: How information is sent out about hall activities and student organizations.

Orientation Small Group Sessions

• The small groups will be led by the OLs and the Orientation Faculty Mentors (OFM), with the goal of generating discussion and reflection about community at Diversity College.

• The group will begin by discussing the Penn State / Ohio State scenario involving Facebook (example on the next slide).

• Questions asked could be: What should you be aware of when putting information online? Was this fair? What are the rules about Facebook at Diversity College?

• Then each group will decide to create their own Facebook group. The OL and OFM will facilitate what is appropriate and what the group’s goal is while focusing on building community and teamwork within the group.

• The Facebook group will serve as communication for the rest of the summer and throughout their time at Diversity College.

Small Group Scenario:

“When Pennsylvania State University's resurgent football team scored a victory last October against its archrival from Ohio State University, throngs of students rushed the field and set off something of a post game riot. Overwhelmed, campus police had difficulty identifying the perpetrators and made only two arrests on game day. But less than a week after the game, Tyrone Parham, the university's assistant director of police, got an unexpected tip: Several students had posted pictures online of their friends storming the field. Campus police officers logged onto Facebook, the immensely popular social-networking site, and found a student group titled, unsubtly enough, "I Rushed the Field After the OSU Game (And Lived!)" Within days, officers had examined images posted to the discussion group, identified the offenders, and referred about 50 students to the university's office of judicial affairs. "For us, it was just a matter of a couple of mouse clicks," Mr. Parham says. But some of the students who were identified saw it as an example of police overreach and a violation of their privacy — even though their images were accessible to anyone with a working Penn State e-mail account.”

Night Activity: Cyber Café• Partnering with Residence Life and IT the

residence hall computer labs will be opened at night with light refreshments for the Café theme.

• The purpose is to set the tone for positive Facebook use, to be interactive, and offer a fun social activity!

• Students can then take what they created in their small groups during the day and actually start working on it during this time.

• Access to the Tutorial will also be available students to complete and will be encouraged to do so.

• Cyber Café Session Overall Goal: Creating Traditions by building Facebook Groups

OL Group Facebook Example

Tutorial• What is it going to look like?

• It will include scenarios, information on advertising and Facebook policies

• Learning Outcomes: Personal Success, Academic Success, Community, Leadership/Involvement, Character development.

• Tutorial Incentive: Creating a tradition with the class of 2010 students will be able to join the “Class of 2010” Group. Upperclassmen students will have the same opportunity.

• At Diversity College, each class will be connected as one large community; on campus and virtually.

• Facebook.com gives you the opportunity to communicate with all of your peers at Diversity College and any other college or institution.

• You can post announcement or messages in your personal profile. Also, Facebook.com has a feature that allows you or your student organization to purchase advertisement space.

• You can connect your campus community to an even larger virtual community!

Introduction

(Personal Success)

Which may not be appropriate or safe to post on Facebook?

□ Your AIM Screen name□ Your phone number□ Your residence hall room□ All of the above

(Academic Success)

It would be appropriate to post my class schedule on Facebook when?

□ I want to form study groups □ I want to network when people are in my classes □ I want to make friends that have the same scholastic interests □ All of the above

(Community Development)

Which of these groups is the most inclusive?

□ Kankle Lovers: For those of you who can’t stand to look at them, but can’t look away□ I love Diversity College!□ Beer Pong is a sport…thus I must be considered an athlete□ Ohio is for lovers

(Leadership/Involvement)

Which one is not possible while using Facebook?

□ Sending invitations to members of my organization□ Holding a forum for discussion□ Posting announcements□ Creating a group for my organization

(Character Development)

Which student would be best represented in their picture on Facebook?

□ A student doing a keg stand□ A student passed out□ A student sleeping □ A student at graduation

Other topics to be covered in the tutorial

• Advertising

• Invitations

• Confronting Issues

• Facebook.com policies

• Questions to consider

Facebook uses: Advertising• Simply go to the section that says advertising at the

bottom of any page• Make sure to include the title and description of

your event• Include the schools that you would like to advertise

to (you may select more than just Diversity College! Prices range from $9-21.

• Select how many days you would like your add to be seen

• Select when you would like to start your announcement!

• By advertising through Facebook, you add can go up immediately, it is in-expensive and the ad will get approximately 57,000 views each day!

Facebook uses: Invitations to events

• Simply go to the section that says “My events.” Click on the “Create an event” symbol.

• Fill in the required boxes.

• Remember to check the event options section at the bottom of the page.

Confronting issues relating to Facebook: Facebook Resources

• Disclaimer: Facebook prides itself in being a positive environment for peers to safely interact. Unfortunately, however, sometimes people abuse our site by posting inappropriate content or harassing others.Here are some ways to deal with abuse on Facebook.

Confronting issues relating to Facebook: Facebook Resources• The Problem: Someone has posted an

objectionable photo on Facebook:

You can anonymously report photos that violate our terms of service (i.e. pornography or copyrighted images) by clicking on the "Report This Photo" button below the picture. Facebook will monitor these complaints and take down photos as necessary. It is not a violation of our terms of service to post a photo that is unflattering.

Confronting issues relating to Facebook: Facebook Resources• The Problem: You find an explicit,

hateful or otherwise objectionable group on Facebook:

You can anonymously report offensive group pictures and content by clicking on the "Report Group" button (located under the group's picture). You will be asked to specify the offensive content. Facebook will review your complaint and act accordingly.

Facebook.com policies

• Facebook Member Conduct: By signing up for Facebook you agree not to do the following. Failure to comply with these guidelines may result in termination of your membership at any time.

Policies Continued:

• Use or attempt to use another's account, service or system without authorization from Web site, or create a false identity on this website.

• Intimidate or harass another.• Upload, post, email, transmit or otherwise make available any

material that contains software viruses or any other computer code, files or programs designed to interrupt, destroy or limit the functionality of any computer software or hardware or telecommunications equipment.

• Upload, post, email, transmit or otherwise make available any content that we deem to be harmful, threatening, abusive, harassing, vulgar, obscene, hateful, or racially, ethnically or otherwise objectionable.

• Impersonate any person or entity, or falsely state or otherwise misrepresent yourself or your affiliation with any person or entity.

• Upload, post, email, transmit or otherwise make available any unsolicited or unauthorized advertising, promotional materials, "junk mail," "Spam," "chain letters," "pyramid schemes," or any other form of solicitation

Personal Success: Is this my best representation? When posting images consider the following:• What do the following images say?• What do they say about my personal

character?• What if these images were seen by your

professors? What would they think?• What if the people in these pictures were

your Student Government representatives? Would this change your perception of them?

• What if your future employer was viewing these pictures?

Assessment

• Goal: To evaluate the effectiveness of the Orientation and Tutorial programs.

• Key Questions:(Bresciani, M.J., Zelna, C.L., & Anderson, J.A., 2004)

– What are we trying to do and why? or– What is the program suppose to accomplish?– How well are we accomplishing that which we

say we are?– How do we know?– How do we use the information to improve or

celebrate success?– Do the improvements we make work?

Assessment Cont.

• How?– Include questions in the Summer Orientation

Evaluations.– Analyze data from those incoming students who took

the tutorial during Orientation.– Monitor activity on the OL/OFM small groups, and the

Class of 2010 group.– Send out a link to a survey to the small groups and

Class group focusing on what students have learned or gained from these groups.

– Conduct separate focus groups with OLs and incoming students who utilize the groups.

– Hold discussion sessions for OFMs on the effectiveness on their groups, allowing for feedback and future suggestions.

– Coordinate with other campus organizations and activities to see if they have created other positive facebook groups throughout the school year.

Assessment Cont.

• Who will be involved?– The committee will be responsible for

implementing the assessment plan with collaboration from the Offices of IT, and Assessment and Retention.

– The Orientation office will have a professional staff liaison to the committee giving their input on the success of the OL groups and presentation.

– Student Judicial will also have a professional staff liaison contributing information about cases they have seen involving Facebook.

What the Committee Learned

Implications – Positive:• The use of facebook can cause a culture and paradigm shift that

leads to faculty using a more blended style of teaching. • Post discussions questions, then talk about responses in class. • Post supplemental reading material • Post out of class activities • Orientation Faculty Mentors will spread the benefits of the

program and utilizing Facebook with a group of students. • A faculty/staff manual on how to utilize facebook can emerge as

a result of this initiative. • Brown bag series sponsored by IT and Orientation in which

members can help lead session on how to organize facebook groups to incorporate academic activities or what to be aware of when becoming "friends" with a student on facebook.

What the Committee Learned Cont.Implications – Negative:• There is a possibility for facebook misuse. • IT must set up a system to monitor the use of facebook. • Facebook presents the possibility of reputation scrutiny. • Students and faculty must be prudent in what they post on their

facebook profiles. • Faculty must be careful in engaging in student e-friendships or

relationships .• Facebook can bring about legal concerns. • Colleges must be careful not to limit what can be posted. • Can the colleges impose sanctions for misuse of the facebook? • Using facebook to help make employee decisions can raise

legal concerns. • Colleges should monitor improper faculty-student e-

relationships. • Colleges should be aware of the possibility of

slander/defamation suits as a result of the college’s use of facebook.

References

• Bresciani, M.J., Zelna, C.L., & Anderson, J.A. (2004). Assessing student learning and development. Washington, D.C.: NASPA Publications.

• Butler University (2006, January 30). Retrieved on February 2, 2006 from http://dawgnetnews.com/archive/060129/3462.html

• CBS News (2005, July 5). Retrived on February 2, 2006 from http://www.cbsnews.com/stories/2005/07/05/tech/main706634.shtml

• Facebook (2004, February 4). Retrieved on February 2, 2006 from www.facebook.com• Kohlberg, L. (1976). Moral stages an moralization: The cognitive-developmental approach. In T.

Lickona (Ed.), Moral Development and behavior: Theory, research, and social issues (pp. 31-53). New York: Holt, Rinehart & Winston.

• Kuh, G.D., & Hall, J.E. (1993). Using cultural perspectives in student affairs work. In G.D. Kuh (Ed.), Culutral perspectives in student affairs work (pp.1-20). Lanham, MD: American College Personnel Assocation.

• Read, B. (2006, January 20). Think before you share: Students online sharing can have unintended consequences. The Chronicle of Higher Education, p. A38.

• Strange, C.C., & Banning, J.H. (2001). Educating by design. San Francisco: Jossey-Bass.• Schlossberg, N.K. (1989). Marginality and mattering: Key issues in building community. In D.C.

Roberts (Ed.), Designing campus activities to foster a sense of community (New Directions for Student Services No. 48, pp. 5-15). San Francisco: Jossey-Bass.

• Tinto, V. (1993).Leaving college: Rethinking the causes and cures of student attrition. Chicago: The University of Chicago Press.

• Young, R.B. (2003). Philosophies and values guiding the student affairs profession. In S.R. Komives & D.B. Woodard (Ed.), Student services: A handbook for the profession (pp. 89-106). San Francisco: Jossey-Bass