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information to the world about human rights violations. In a President of Arizona State University, Michael Crow, stated,
Voice of America interview with a Syrian refugee, Abdi Hakim “Social media technology can help facilitate the transition to
Ijburi indicated that social media tools were instrumental in college life and encourage more students to earn a degree”
transmitting their voice to the world (Villarreal, 2012). Posts of (Staton, 2011, p.1). In a separate study focused on community
human rights violations have ignited opposition movements in colleges, a survey was sent randomly to 378 of the nearly 1,100
other countries as well. total two-year campuses. With 280 responding, the results
revealed only 13% as using social media. Teir perceptions
of the value of social media difer markedly from four-year
institutions for a variety of reasons (Davis et al., 2015).
Some of the reasons there are diferences in adoption of social
media between four-year and two-year educational institutions
dealt with assumptions about populations attending as well as
perceived value of social interaction for successfully earning a
degree. Generally, both entities have opportunities for students
to be social, but four-year institutions have residential life,
intra-murals, Greek life, sporting events, and a wide array of
student support services. However, two-year campuses lack
residential life and many of the student services required
by the traditionally diverse student populations at four-year
institutions. A number of empirical studies support the idea
that relational constructs, such as social capital, social support,
and social networks infuence educational outcomes relevant to
college (Davis et al., 2015).
Not surprisingly then, incorporating an efective social media
Many of the incidents of injustice have been captured on video strategy could be a valuable tool for two-year institutions that
and posted to YouTube. One especially viral video depicts a have much higher dropout rates, lower rates of retention, and
defant teenager who refuses to kneel to a picture of Bashar plummeting degree completion statistics in comparison to
AlAssad and then relents to kneeling, but only to spit on the their four-year counterparts (Davis et al., 2015). Tey noted
picture. His actions drew a savage beating from his captors, a social media post that illustrates the value and necessity to
soldiers from the AlAssad regime. Inspired by social media connect while navigating the matriculation process is needed
posts, supporters around the world lobby to free Syrians from at any age. Te post was from a 39-year old returning college
oppression, demonstrating that the “virality” of YouTube videos student who wanted to cultivate a relationship with others who
and the global reach of Facebook posts allow people to connect were navigating this experience, too. Tis example highlights
to expose and oppose governmental injustices worldwide. how social media provides a point of connection that bonds
Tese same posts have also become valuable tools for reporting students beyond the traditional university community bonds.
important events as they occur. For example, in 2015, before While most admission departments focus on frst-generation
the traditional news was able to confrm a shooting at Umpqua students, an added focus should be placed on those students
Community College, students on the scene were sharing what who almost exclusively socialize, communicate, and connect
was happening in real time via Twitter. Tese social media via technological devices.
posts spread quickly and news agencies from around the Shaping Campus Culture
globe attempted to contact students. As a result of the open
Internet policy in the United Tere are specifc areas in which social media can shape the
States, Twitter has emerged as culture of an institution. Tese areas include ofering help,
a portal for reporting breaking support, and encouragement from peers and staf; advising
news events and has given birth regarding choice of major and career; organizing people around
to a new phenomenon termed as interests or activities, connecting identity with activities or
“citizenship journalism” (Yigit & experiences; navigating procedures and deadlines; establishing
Tarman, 2013). groups for academic support; and processing transactions.
In the book Online Social Networking on Campus:
Understanding What Matters in Student Culture by Martinez-
Alemán and Wartman (2009), there is a lengthy discussion
about the impact of a sense of belonging for students that they
term “critical engagement”, which helps students successfully
navigate the college experience. In a related article, Alemán,
Rowan-Kenyon, and Savitz-Romer write:
Administrative Considerations Online social media are sites in which a user agency directs
In a 2011 survey of 456 four-year institutions, the two most and determines the norms of the relationships and the
popular social media sites reported were Facebook at 98% communication and meaning making about educational
and Twitter at 84% (Davis et al., 2015). In an interview, the and social decisions that results. Te college student’s

32 LEADERSHIP Vol. 22.1 Spring/Summer 2016

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