A New Communication Method for the UConn Parents Association

Crystel Maldonado || Shirley Armenteros || Michael Metzger

2011 StudentAffairs.com Virtual Case Study Entry:

Presentation Overview

1. UConn Parents Association (UCPA) Background2. Challenges with Current Service Model3. Social Media Goals4. Twitter Integration5. Potential Difficulties 6. Potential Solutions 7. Institutional Value8. Question and Answer (Q & A) Period

• UConn Parents Association– Housed within the Office of Orientation Services – Staff support from one professional and paraprofessional

• Mission Statement– The UConn Parents Association will support the University

by involving parents in the college experience for the purpose of improving and advancing the University of Connecticut.

• Departmental Goals– Communicate with parents– Involve parents in UConn (UConn, 2011)

Background

Background Problem of Practice Goals Integration Difficulties Value Q & A

Problem of Practice

Our mission as an organization is to keep parents informed. We do that mainly through our newsletters,

Parent Talk. This publication come out about every three to four months. Trouble is, a lot can happen in

three months.

Recently we have started sending out occasional emails in-between Parent Talk issues, but emails take time to compose can get lost in the dozens of blast emails that

end up in an inbox.

Twitter will allow the UCPA to fill in the gaps between emails and Parent Talk issues with

short and timely messages.

Background Problem of Practice Goals Integration Difficulties Value Q & A

• Engage parents in UConn experience• Provide parents with a more personal

connection to staff• Serve as communication centralizing point• Cost effective

Social Media Goals

Background Problem of Practice Goals Integration Difficulties Value Q & A

• Free and green• Link twitter to existing online content – Add hyperlink to tweets

• Fill in gaps of time in-between official communications (i.e., ParentTalk and emails)

How Twitter Meets Social Media Goals

Background Problem of Practice Goals Integration Difficulties Value Q & A

• Reminders about university deadlines– Registering for classes/housing– Paying tuition & fees

• Answering common questions• Easier access to information for parents &

families• Informing parents of student experience– Uploading pictures and video clips of campus

events

Twitter Integration

Background Problem of Practice Goals Integration Difficulties Value Q & A

Family Weekend 2011 dates announced on UCPA website, parents.uconn.edu

Potential Tweets

What’s happening?

Tweet

Background Problem of Practice Goals Integration Difficulties Value Q & A

Midterms have arrived at UConn, maybe your student would like a quick“thinking of you” email.

Potential Tweets

What’s happening?

Tweet

Background Problem of Practice Goals Integration Difficulties Value Q & A

Women’s basketball game tonight on ESPN, Go Huskies!

Potential Tweets

What’s happening?

Tweet

Background Problem of Practice Goals Integration Difficulties Value Q & A

UCPA honored at Men’s basketball game last night. Check out the video!

Potential Tweets

What’s happening?

Tweet

Background Problem of Practice Goals Integration Difficulties Value Q & A

January 2011 issue of ParentTalk now available on UCPA website!

Potential Tweets

What’s happening?

Tweet

Background Problem of Practice Goals Integration Difficulties Value Q & A

• Buy-in– Parent & family technological resistance

• Staffing issues– A staff member will need to manage several social

media accounts• Requires an intentional strategy to avoid

misusing time • “Open forum” nature of social media can

warrant criticism or negative feedback

Potential Difficulties

Background Problem of Practice Goals Integration Difficulties Value Q & A

• The graduate assistant in Orientation can manage Twitter and other accounts

• The UCPA mission can guide the strategy• Criticism is not displayed publically– Anything written on your Twitter account can only

be seen by you• Can capture parent feedback for UConn

Solutions

Background Problem of Practice Goals Integration Difficulties Value Q & A

• Inexpensive communication method• Make institution more personable with constituents • Utilizes a mainstream method of communication for a

more tech savvy generation• Effective resource management– Save money on postage– Make better use of staff members

• Create online environment/community– You do not have to be on campus to be on campus

Institutional Value

Background Problem of Practice Goals Integration Difficulties Value Q & A

?Q & A

Background Problem of Practice Goals Integration Difficulties Value Q & A

Dare, L. (2006) Technology in student affairs: seeking knowledge, craving community. The Journal of

Technology in Student Affairs. 7(2). Retrieved February 18, 2011 from

http://www.studentaffairs.com/ejournal/Summer_2006/TechnologyinStudentAffairs.html

Howard, J. (2011) Social media lure academics frustrated by journals. The Chronicle of Higher

Education. Retrieved February 20, 2011 from

http://chronicle.com/article/social-media-lure-academics/126426

Keller, J. (2011) As the web goes mobile, colleges fail to keep up. The Chronicle of Higher

Education. Volume LVII (21). 1-12

Olson, M., & Martin, Q (2010). Engaging college students through online social networks. The

Journal of Technology in Student Affair,s 11(1). Retrieved February 20, 2011 from

http://www.studentaffairs.com/ejournal/Winter_2010/EngagingCollegeStudents.html

References

Olson, D. A, Rothenberg, L., & Wardell, D. (2010). Building community in a virtual environment. The

Journal of Technology in Student Affairs. 11(1). Retrieved February 19, 2010 from

http://www.studentaffairs.com/ejournal/Winter_2010/BuildingCommunity.html

Supiano, B. (2010) College selection, from parents’ point of view. The Chronicle of Higher Education.

Retrieved February 19, 2011 from http://chronicle .com/blogs/headcount/college-selection-from

parents-point-of-view-2/27484

Templeton, E.E. (2011). Enriching your teaching through social media. The Chronicle of Higher

Education. Retrieved February 22, 2011 from

http://chronicle.com/blogs/profhacker/enrich-teaching-social-media/30100

UConn. (2011). About us. Retrieved from http://parents.uconn.edu/about/

References