Steve Ritchie just wrote this post about making the case for social media engagement on edSocialMedia. In the post he discusses new findings by iStrategy about Facebook demographics. Specifically, Ritchie focuses on the jump in the number of 35 to 55 year olds joining Facebook. Ritchie goes to state that because more parents and alumni are using Facebook schools must seriously consider using social media to attract and connect their school to the blossoming 35 to 55 demographic.While this may be the case, I also saw a trend that cannot be ignored.
1) The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report
2) The 55+ demo is not far behind with a 194.3% growth rate
3) The 25-34 year population on Facebook is doubling every 6 months
7) The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago.
While the percentage of 18-24 year olds may be down due to the increase of 35-55 year olds, I have a feeling that that trend will only increase. Students do not want to be friended by their teachers, they do not want their parents to see their profile. While schools may be investing in Facebook as a tool to recruit potential parents and alumni donors, sooner rather than later students will find another medium for their online presence.
So while we should invest in using social media as a tool for schools, we must realize that the trend will shift because no matter if it's 1909 or 2009, adolescents want to be different, they don't want to be like their parents.
I am happy to see that education is catching up to the idea of using new technologies to connect and communicate with their constituencies but they also must realize that Facebook is not a sliver bullet. Trends change fast and Facebook may be useful now but don't bet the house on it.
As my boss, Antonio Viva, told me, "It's about the vision, not the tool". Using social media in a school is the right call. It is the way to communicate your message. Unfortunately, if schools are looking to reach students, teachers, and alumni on one platform that is a mistake. Students will begin to leave Facebook sooner rather than later and with the way schools work, that trend will be lost in a school's effort to catch up.
So, while I am happy to see more people join Facebook and schools wanting to utilize social media, don't be surprised when the 18-24 demographic on Facebook rapidly declines.
Photo Credit: Stabilo Boss
Good points, David. I agree that FB trending older will continue both because of adoption by one demographic and attrition or at the least slowing adoption by the younger demo. And it could absolutely be a case of pushing them out as you suggest.
ReplyDeleteAfter the initial recognition of the need to engage with social media, perhaps the most important thing for schools to realize is that you can't look at any one technology as a silver bullet - as you (and Antonio) put so well. Just as sure as Facebook is "now" something else will come along and be "next." And that just may be where the younger demographic will head sooner rather than later. Schools will have to stay current with the trends so that they aren't playing catch up. I know, that is asking a lot... hopefully people like you will be able to help keep that message front and center!
You raise another very interesting issue about just what to do about co-mingling in a social network with students. I would love to hear your thoughts about that some time!
Nice writing. You are on my RSS reader now so I can read more from you down the road.
ReplyDeleteAllen Taylor
David,
ReplyDeleteI wrote about the use of social networks in September (http://vvrotny.org/2008/09/12/rethinking-our-admissions-processes/). Yes, we at schools need to rethink how we are using them.
You are correct in your assertion that if we begin to use and assign the types of networks that adolescents are using, that they will scurry away like rats in the daylight, sneaking through the cracks to the next thing, a space that is not occupied by adults. This is only natural, as we did the same thing when we were young. The difference is that our movements were done in social spaces.
While there is no social media silver bullet, as long as a school is willing to adapt, it can avoid this "co-mingling" problem. The problem is that that willingness will take a huge re-culturing process for many of the schools that need this approach the most.
ReplyDeleteIf schools can let go of the Ivory Tower mentality, we've got a shot.