A few weeks back I was asked by a CPD25 Task Group member if I would be willing to talk about the use of social media as a tool for engaging with students and obtaining feedback, primarily as a result of this blog post I wrote a while back. The presentation would be one of four looking at how universities and libraries can obtain feedback from students. Other presentations included a representative from Anglia Ruskin talking about their ‘Tell Us’ scheme, Jo Aitkins from the award winning University of Leicester and Niru Williams (University of East London) on the International Student Barometer (I’ll try to write all of these up at some point).
My presentation was split into three main parts:
- definining the current HE environment
- how social media can assist in the challenges this new environment brings
- our experiences of using social media at Christ Church.
The final slide contains a list of references made throughout the presentation which hopefully will be of interest. That said, if you would like to see the script, do feel free to drop me a line. One article that isn’t listed but influenced the title of the presentation and reinforced some of my beliefs, was “Students tweet the darndest things about your library – and why you need to listen” [PDF] by Steven Bell of Temple University, Philadelphia. It was this article that led to the discovery of some interesting stats related to Twitter use that are quoted in the presentation and I agree wholeheartedly with his concluding paragraph.
Finally, my presentation touched on some theories around ‘relationship marketing’, indeed they provided the foundation for much of the presentation. If you are interested in this area, I’d really recommend Service Management and Marketing by Christian Grönroos. I used it quite heavily when completing the marketing module on the MSc and I think it has some interesting ideas. That said, ‘marketing’ is a controversial term in LibraryLand, and rightly so. Some of the terminology associated with it is, I think, inappropriate for public sector institutions. Some of the ideas are sound, but certain aspects are not a comfortable fit.
To that end, I came across a fascinating article a couple of days ago exploring this particular area. Marketing and Public Sector Management [PDF] by Kieron Walsh may have been written back in 1994, but I think it is one of the most intelligent articles on ‘marketing’ in the public sector that I have come across. I’ve always been taught never to end a piece of writing with a quote, but I think this is an appropriate point to end on:
Marketing is a dangerous language for the public service to begin to speak, because the way that we think is influenced by the language that we use. However ill-defined the public service ethic may be, we do need to distinguish between the values that guide the public and private sectors. It is already apparent that the language of commercialism fits ill with that of service…If marketing is to be developed for the public realm, then it will need to develop a language that is defined by the specific character of that realm, not negatively, by contrast with the private sector.