Douglas Olsen
Effective communication between universities and students is essential to keeping operations running smoothly. In the age of digital natives, universities are having to adapt their communication strategies to engage with students. This includes utilising social media platforms such as Instagram, as well as employing a range of multimedia feedback tools such as document annotation, rubrics, text, audio, and video responses. Additionally, universities are employing campus communication platforms to foster a sense of community and provide an essential hub for students and administration to interact.
| Characteristics | Values |
|---|---|
| Communication tools | Click tracking, course management systems, intelligent agents, social media, campus communication platforms, learning management systems (LMS), messaging apps, video hosting sites, emails, etc. |
| Communication methods | Asynchronous and synchronous interactions, virtual icebreakers, office hours, Q&A sessions, etc. |
| Communication content | Grading and feedback, announcements, permanent records, etc. |
| Communication audience | Students, faculty, staff members, internal and external stakeholders, etc. |
| Communication purpose | Disseminating information, fostering engagement, building community, attracting and retaining students, etc. |
| Communication challenges | Frustration, cognitive overload, short attention spans, fatigue, etc. |
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What You'll Learn
Online learning and virtual classrooms
Virtual classrooms are typically enabled by webcams, video conferencing software, and interactive learning platforms. They allow for synchronous learning, where instructors and students interact in real time, presenting course materials and working collaboratively. This live interaction is a key distinction from online coursework, which often involves viewing pre-recorded content.
One of the main benefits of virtual classrooms is their ability to foster dynamic interactions between professors and students, as well as among students themselves. This enhances the effectiveness of learning as everyone can actively engage in discussions and share ideas. Additionally, virtual classrooms offer greater accessibility and flexibility for students, especially those with busy lives or financial constraints, as they can learn from the comfort of their homes.
However, one of the significant challenges of virtual learning is the sense of isolation it can create. The lack of face-to-face interaction and a physical campus community can lead to decreased student motivation and participation. To address this, universities can utilize various tools and techniques to improve virtual education outcomes and create a sense of community. This includes incorporating discussion forums, collaborative tools, and interactive elements into their virtual classrooms.
Additionally, universities can encourage student engagement by facilitating one-on-one support and providing multiple communication channels, such as email, instant messaging, and virtual office hours. By offering a variety of communication methods, universities can ensure that different student preferences and needs are met. Learning Management Systems (LMS) and platforms like Google Classroom or Blackboard Collaborate provide built-in communication tools that can enhance interactions between educators and students.
Overall, while virtual classrooms present certain challenges, they also offer opportunities for innovative and accessible learning experiences. By leveraging technology and focusing on fostering community and engagement, universities can improve their virtual classrooms and effectively communicate with their students.
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Student engagement and feedback
Universities can employ several strategies to enhance student engagement and feedback. Firstly, it is essential to establish clear goals for collecting feedback and communicate these objectives to students. Students are more likely to provide thoughtful and constructive responses when they understand the purpose of the feedback and how it will be used to improve their experience. This involves fostering a culture of continuous improvement, where feedback is not a one-time occurrence but an ongoing process that shapes the course and the overall educational experience.
To encourage student engagement, universities should provide a safe and convenient method for students to express their thoughts and concerns. This can be achieved through dedicated email addresses, communication channels, or feedback kiosks, ensuring that students feel comfortable sharing their feedback privately. Additionally, universities should align feedback with action, demonstrating to students that their input is valued and fosters a culture of responsiveness. Sharing feedback results and improvements made based on student input is crucial for transparency and building trust.
Universities can also leverage technology to enhance student engagement and feedback. Online survey tools, interactive lecture technologies, and learning management systems like Moodle or Canvas can facilitate the collection of quantitative and qualitative feedback in small, manageable chunks. This allows for ongoing micro-adjustments to resources and teaching methods, ensuring that the learning experience is responsive to student needs.
Furthermore, universities should monitor social media platforms and online communities, as students often share their experiences and feedback in these spaces. By actively listening and addressing concerns raised on these channels, universities can adjust curricula and improve the overall student experience. Regularly reviewing and analysing student feedback is also essential, allowing universities to identify areas for improvement and make informed decisions.
Overall, by prioritising student engagement and feedback, universities can create a positive and supportive learning environment that meets the evolving needs and expectations of their student body.
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Social media and digital communication
Universities have recognised the importance of social media as a communication and marketing tool, establishing official accounts and dedicated teams to manage their online presence. Platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok allow universities to share important updates, events, and resources with their students directly. For example, Wake Forest University students go live on Instagram to share information and answer their peers' questions. Additionally, universities can showcase campus life, events, and achievements through visual content and storytelling, helping to attract students who align with their values and enhancing brand recognition.
Social media also enables universities to engage with their students and encourage interaction. Institutions can ask questions, conduct polls, and gather student preferences through platforms like Twitter. Furthermore, universities can create shareable physical spaces on campus, such as Lander University's Affirmation Station, where students can share personal affirmations, fostering both physical and digital engagement.
Another benefit of social media is its ability to disseminate information quickly. Universities can immediately notify the public about guest speakers, sporting events, and even emergencies through their social media channels. Short-form video content, such as those boosted by the Instagram algorithm, is more likely to be watched by students than lengthy emails.
While universities have embraced social media, there is still room for improvement in their digital communication strategies. Studies show that universities tend to prioritise informational resources and strategies, with a scarce use of a dialogic approach, which may limit community engagement and feedback. To enhance their online presence, universities should focus on interactive strategies and genuine dialogue with students and stakeholders.
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Campus communication platforms
One approach is to utilize a campus-wide communication platform, as recommended by Hana T., the Undergraduate Orientation Coordinator for Communications and Social Media at Tufts University. Such platforms provide a central hub for student-administration interaction and help build community, especially for first-year students. During the pandemic, these platforms allowed students to learn about extracurricular activities and clubs, replacing in-person fairs and events.
Universities can also leverage social media platforms like Instagram to reach prospective students, particularly those from underrepresented backgrounds. Additionally, universities can create virtual engagement spaces through shared interest groups, making it easier for students to participate at their own pace and reducing anxiety.
When it comes to specific tools, universities can employ a combination of multimedia feedback tools, including document annotation, rubrics, text, audio, and video responses. Messaging apps like Telegram Messenger and WhatsApp offer quick and easy communication, although they require instructors to set and adhere to strict virtual office hours. For video content, a simple solution is to record a video on a phone, upload it to a video-hosting site, and share the link in a course chat group, although this method lacks granular analytics.
Ultimately, universities must select the right communication channels for their specific messages and target audiences, ensuring that their strategies align with the preferences and behaviors of today's students.
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Communication tools and analytics
Email and Mass Emailing
One of the most traditional methods of communication between universities and students is through email. While this method has its limitations, such as the potential for a student to miss important information or the lack of personal connection, it can still be effective when used appropriately. For example, Vanderbilt University employs an Intelligent Agents tool within their Brightspace platform, which automatically sends emails to students who haven't logged in for a certain period, helping to keep students engaged and connected.
Learning Management Systems (LMS)
LMS platforms are commonly used for managing communication between instructors and students. While they have their advantages, such as providing a permanent record of communication and the ability to email individuals or groups, they often fall short in terms of user-friendliness and mobile compatibility. The slow rate of improvement in LMS platforms has led to a search for alternative communication tools.
Messaging Apps
Messaging apps like Telegram and WhatsApp have emerged as popular alternatives to LMS platforms. These apps offer quick, easy, and accessible communication, providing a more personal connection than email. However, they require instructors to set and adhere to strict virtual office hours to manage the immediate nature of these tools. Additionally, there may be challenges in persuading all students to adopt these technologies.
Video Hosting and Analytics
The use of video messages recorded on a phone and uploaded to video hosting sites like YouTube or Vimeo has been suggested as a simple solution for instructors to share video content with students. While this method bypasses the complexities of some LMS video capture systems, it lacks the detailed analytics provided by LMS platforms, which can track individual student engagement.
Social Media and Online Platforms
With the rise of Generation Z, who are digital natives, universities are recognising the importance of renovating their communication strategies. Social media platforms like Instagram play a significant role in how prospective students interact with and discover universities. Online platforms and virtual environments are also crucial for providing students with information about extracurricular activities, clubs, and student organisations, especially during the pandemic when in-person events were not possible.
Feedback and Grading Tools
Online course management systems often offer a range of multimedia feedback tools, including document annotation, rubrics, text, audio, and video responses. These tools enable instructors to provide constructive feedback and communicate students' performance, areas of excellence, and improvement opportunities.
Analytics and Click Tracking
Click-tracking tools can provide insights into student engagement by tracking interactions with course content. However, they have limitations, as they cannot always accurately reflect a student's level of understanding or the quality of their engagement.
Universities have a variety of communication tools at their disposal, each with its own advantages and disadvantages. By understanding the strengths and weaknesses of these tools, universities can effectively engage with students and adapt their strategies to meet the needs of the digital age.
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