Online media crucial in study abroad communication?

Use of online media

Online media include several subtypes of media. The most popular online media sites among students are the social media sites. In the Netherlands Facebook and Hyves seem to be the most frequently used social media by students. LinkedIn is not widely used by students yet. Video sites (mainly You Tube) and news sites are also frequently visited, While Twitter is used by  only a small minority of students. For higher education institutions online media could be of value to reach a target group of students who may otherwise not consider to study abroad at all.

Target group

The current and future generations of students are expected to increasingly search and find information on study abroad through online media. Characteristics of these ‘Digital Natives’ or ‘M(obile)- Agers’ are:  

• using several appliances simultaneously; 
• talented in combining the digital and physical world;
• able to easily take in or share information in visual formats;
• accustomed to ‘just in time’ learning. They retrieve knowledge at the moment when it is needed though at the cost of accurateness and thoroughness; 
• quickly switching between online media if it is too complicated in use.
  (Sources: Hulme (2011), Van Loenen (2010) and Social Media Today (2012))

Role of online media in the orientation process

For information on study abroad, students still prefer contacts with friends, fellow students and study advisers. Whether the contact with friends happens online remains unclear. Possible reasons (Youth.net (2011a)) for limited interest in study abroad information online include difficulty to:

• find relevant information in the enormous amount of information available;
• determine the correctness and completeness of information and the integrity and expertise of people;
• understand the text. Young people do not always scroll down to read the full text. This may cause false knowledge.

Fortunately, most adolescents are capable of minimising the risks related to the use of online information (Youth.net (2011b)) by using several sources.

Dutch Experiences

It appears that examples of social media used at Dutch institutions are rather limited.
Some research universities and universities of applied sciences actively use Facebook to stay in touch with outgoing exchange students. Some also use them for incoming (exchange) students. However, social media pages of higher education institutions (HEI) seem to appeal to students only if they contain very basic information and focus on facilitating users dialogues.

The authority of a social media site and the value of the information it offers, is determined by the users and the consensus of the group. The possibility of sharing experiences appears to be important for the sense of ownership and involvement in a site. Messages of users themselves are more highly regarded than those from official organisations. Students are both visitor and author on the internet. They frequently reuse content in their own blogs or social networks which gives official content a hybrid character.

Use of social media by a HEI is interesting for students, according to a survey undertaken by a Dutch university among its own students, if pages are available for: 
a. each subgroup of students (e.g. exchange students in a specific semester) b. international student associations at the home and host institutions and c. the host institutions and the international office of the home institution.

Universities experience that, even though their Facebook pages are not an instant success, social media do play a big role in indirect communication. For instance, students use Facebook to announce that they have been selected for study abroad and by doing so they trigger interest in study abroad from other students.

Social media tend to focus on positive stories and images. Obviously, this can stimulate study abroad interest to a large extent. However, we do need to be aware of the other side of the coin as well. It would therefore be useful to have a more balanced orientation on study abroad in online media.

Conclusion

Online media are very important in finding (short term) study abroad opportunities. However,  social media are playing a rather limited role. They can be used to trigger initial interest from students and also to manage expectations through sharing experiences. In an effort to connect to students and to inform them about short term study abroad options, social media can be used as a place to meet. Students can be made enthusiastic and then be referred to websites and other sources of information.

For experiences and tips see Kuchins, De Wilde and Aspin (2012) or join in on discussions through Facebook.