1. A New Communication Method for the UConn Parents Association Crystel Maldonado || Shirley Armenteros || Michael Metzger 2011 StudentAffairs.com Virtual Case Study Entry:

2. Presentation Overview 1.UConn Parents Association (UCPA) Background 2.Challenges with Current Service Model 3.Social Media Goals 4.Twitter Integration 5.Potential Difficulties 6.Potential Solutions 7.Institutional Value 8.Question and Answer (Q & A) Period

3. 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 

4. 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 

5. 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 

6. 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 

7. 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 

8. 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 

9. 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 

10. 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 

11. 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 

12. 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 

13. 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 

14. 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 

15. 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 

16. ? Q & A Background Problem of Practice Goals Integration Difficulties Value Q & A 

17. 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 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/126426http://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 http://www.studentaffairs.com/ejournal/Winter_2010/EngagingCollegeStudents.html References

18. 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 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/30100http://chronicle.com/blogs/profhacker/enrich- teaching-social-media/30100 UConn. (2011). About us. Retrieved from http://parents.uconn.edu/about/ References