UVA Class of 2021 Facebook Group (Students Only!)

The Class of 2021 is applying so it's time to share a link to the class Facebook group! Click the logo:

Click the logo to go to the Class of 2021 Facebook group!

 

Who Is in the Facebook Group?

Obviously, the group will be for students who hope they'll be members of the Class of 2021 at this point. Membership will evolve as decisions are released and students start committing to colleges. After decisions come out, the students in these groups often create questionnaires to facilitate roommate matches. I'm told that the questionnaires the students create are more detailed than any being used by a housing office or roommate matching service. Student self-governance works again!

Who Is Moderating the Facebook Group?

There are a few current students who keep an eye on the group. They are not paid to promote a business or product. They are students who know the ins and outs of UVA and have offered to field questions without an agenda. You'll notice that we don't really sell UVA. We present UVA to you and let you decide if the University has the things you need to be happy and challenged. Their answers to your questions will be honest and straightforward.

What Happens to the Group in the Future?

When your class elects officers, the current admins will hand the group over to your chosen leaders. We've been doing this for about six years and it works beautifully. For now, the admins are fine with answering questions, but they usually sit back and let you chat.  Nothing in these groups will be saved or connected to your applications.

Is Facebook Activity Used for Admission Purposes?

I am not in the Facebook group. I have absolutely no interest in tracking you or looking at your profiles.  If you have questions and want to ask them on Facebook, you can use the Office of Admission page.

Can Parents Join?

No. if you are looking to check in with parents of UVA students, check out the UVA Parents page. Every so often, I hear about a parent requesting to join the student group. Please let the students have their space to talk.

Why Does UVA Create the Group?

We didn't always create a Facebook group for the classes. I used to talk about how Facebook was the students' domain (it was back when you had to have a .edu email address to get an account!) and groups should grow organically. I changed my mind in 2008 when a company started creating groups with school names on them. Content in the group we created won't include advertisements from third parties and your information won't be mined.

Class of 2018 Facebook Group (for students only!)

I try to create as many avenues for applicants to chat and ask questions as possible.  This is why I'm available here (I answer questions in the comments on posts) and on Twitter, Facebook, Instagram, and email.

Sometimes, you'll want to chat with each other and ask questions in a student-only space.  You can do that in the Class of 2018 Facebook group.  In the spirit of student self-governance, which is a big deal here at UVa, this is a space just for students. 

Click the image to go to the group on Facebook!

Obviously, the group will be for students who hope they'll be members of the Class of 2018 at this point.  This is normal.  The membership of the group will evolve as decisions are released and students start committing to colleges.

I am not in the Class of 2018 group, so if you have application questions and want to ask them on Facebook, you can use the Notes from Peabody Facebook page.

 

How UVa Admission Officers Use Facebook

The express version: 
We aren't searching for you on Facebook. 

So why am I on Facebook?
Years ago, an enterprising young college student had an idea to market a business to college bound students through Facebook in a new way.  Through made up Facebook accounts, he or his unpaid interns became administrators for hundreds of "Class of 20xx" Facebook groups for colleges all around the country.

Back then, most admission folks let Facebook groups grow organically.  Some excited student would start a group for their class and others would join as they got their admission decisions. I shared that view. After the made up accounts were connected by a group of admission officers interested in social media, what was happening got picked up by the media and dubbed "Facebookgate."  The full story unfolds on the Squared Peg blog.

Each year since, that same enterprising, young man has tweaked his practices and tried again, more recently for a roommate matching website (our students have created their own roommate matching surveys on the class Facebook pages for years). In 2010, even The Choice blog at the New York Times covered what was happening and the Washington Post covered it as well.


Why am I telling you this?  So you understand why I stepped in a few years ago to create class groups on Facebook.  I have absolutely no interest in tracking you or looking at your profiles.  My interest is in creating a group for each class where content won't include advertisements and your information won't be mined (my worry with groups that are tied to a company).

There are two current students who run the Class of 2018 group. When your class elects officers, they will hand the group over to your chosen leaders. We've been doing this for about five years and it works beautifully. For now, they are happy to answer questions, but they are also happy to sit back and let you chat.  Nothing in these groups will be saved or connected to your applications.


How do you feel about admission folks being on Facebook?  Do you like the avenues we've set up for you?  What do you think we should do in the future?

How I Use Social Media, Part 2

Yesterday's blog post was about how I use social media, in general, in my work. The quick summary from the end of that post:

1. I like social media.
2. I don't have time to search for students on the internet.
3. If you include #UVA in a tweet or photo, you're asking our entire community to see it. 

I imagine that some were thinking "Dean J, the New York Times just said 31% of admission officers look students up online. What's that about?" That statistic was generated from a phone survey of 381 admission officers (that's not a huge sample). I'm fairly certain I got the call because I vaguely remember thinking the questions were strangely worded. They didn't ask about how systematic Googling applicant names was. They ask if we had ever done it.

Here are three instances where I might turn to the internet for more information while reading a file and some real examples from my career:


1. There's something really, really cool in a file.
I'm starting with my favorite instance, but this isn't a daily thing. Every now and then, a student talks about something that interests me and I turn to Google to get some more information about it.

Several years ago, when cupcakes were just starting to enjoy a surge in popularity, a student wrote about starting her own cupcake business. She researched best practices for small businesses, analyzed costs, and launched a true business. I was so impressed (and probably hungry) that I searched for the business name to see the fabulous cupcakes about which I had just read.

Now I want a cupcake.


2. I need more information about a school.
This is probably the most common situation for me. Your college counselor submits a high school profile with their part of the application. Profiles explain the hierarchy of the curriculum in place at schools, grading scales, and methodologies for calculating statistics like GPA and rank. I'm sure you're aware that these things vary a lot from school to school. Once in a while, there's something missing from the profile and I usually turn to the web to find the information if it's after hours and I know there isn't going to be a counselor to talk to by phone.

Just the other day, I was reading an application from a school that gave general information about the curriculum, but didn't list specific courses in each discipline. There was no way for me to know what the top course offered was in each subject area. Google gave me this year's student handbook which included all the courses being offered this year.


3. Something seems too good to be true.
Like my first example, this isn't something that happens often. This is rare, but there are times when something seems off or wrong in a file and I turn to the internet for more information. A call to a high school counselor usually follows.

While reading the file of a student who attended the public high school in my hometown, I saw that she listed herself as the founder of a club you can find at many high schools. I was certain the club existed years ago and Googled the club out of curiosity to see if they had an online presence. The club didn't exist online, but the counselor confirmed that the club was new. Perhaps the organization existed when I was still in town and faded away soon after.

One more example: A colleague read a file in which an applicant said they were in charge of the Parks and Recreation department in their town and managed a budget that was a couple million dollars.

It seemed improbable that a town with a big enough operation to need that kind of budget wouldn't have a full-time director. A quick search revealed that the town did, in fact, have a Parks and Recreation department with a full time staff. A call revealed that the student was on an advisory board.




Please don't think that every admission officer around the country is prowling the web for information about applicants. Applications are pretty robust these days and provide us with the information we need in our review. I'm sure there are exceptions, but here and at many other colleges, the reading load each officer has is substantial. Can you imagine what our reading season would be like if we were Googling 30,000 applicants and combing Facebook, Twitter, and Instagram for them, too?

How I Use Social Media, Part 1

Almost every year since I started doing work in social media, there have been periods when journalists have gotten really interested in how social media is used in college admission. Sometimes we get painted as creepy folks trolling the internet for dirt about applicants.

One time, a survey asked admission officers if they had a Facebook presence. The results were reported a little differently.

Aaaah! Panic!

Really quickly after the group behind the survey put out a press release, all sorts of papers and news sites picked up on the story. This was on Time Magazine's website a few days later:

OMG, now we're stalkers?

I got a ton of calls and emails from folks asking me to comment, which I happily did. First of all, we don't have time to be digging around for information about our applicants. I don't even have time to eat lunch during reading season. I have files to read. Second of all, I think most teens are perfectly aware of privacy settings and they lock their information down.

A few months after that happened, I wanted to use the press release and resulting stories in a presentation to some new professionals at a conference. When I went to grab screen shots, I found an update from the Kaplan folks, who were behind the original survey. The update was added onto the original story, but I don't remember any media outlet picking up on that.

Doesn't that sound less scary that the original message?


Things have changed a little bit since that all happened. Students found Twitter and Instagram. I joined Twitter a long time ago. In fact, 1.45% of users have been on Twitter longer than I have been. That's a lot of people, but suffice it to say, I've been on Twitter since before most of our applicants knew what it was. Back then, it was really popular with people who worked in academia. It was a great way to keep up with what was happening all around the University.

Many (most?) people who do a lot of work with social media use a client to keep track of their different feeds. It's akin to a stock ticker on your computer screen. Mine has columns for my home feed, private messages, mentions, and my favorite hashtags. All day long, the feeds scroll. I don't watch them all the time, but I glance at them fairly regularly. Twitter is probably the fastest way to get an answer from me if you have a question because I have that client open all day. It gives me a little pop up notification if someone mentions me. 

Here's what my favorite hashtag feed looked like a few minutes ago as I was getting ready to write this post:

I do the same thing with Instagram. I downloaded Instagram when Hipstamatic was THE big photo sharing app. You don't remember that? It wasn't long ago (2010), but you had to pay $1.99 for Hipstamatic. Another blogger told me that Instagram was the free alternative. Well, look at what happened. We're all on Instagram and Hipstamatic isn't dominant anymore.

The UVA hashtag on Instagram is full of gorgeous pictures from around the Grounds (along with some pictures of grapes and grape products, por supuesto). I love checking it and so do many others in the UVa community.

On Twitter and Instagram, I think you need to be careful about your profiles and your use of hashtags. You might forget that a hashtag with a school name in it is probably used by students, faculty, administrators, and people in the community. That's the point of a hashtag...to share something with people interested in the same topic.

The vast, vast majority of my interaction with students online is awesome. That's why I keep writing blog posts, tweeting, and sharing images on Instagram. Once in a blue moon, something comes to my attention that raises an eyebrow. I usually address it. For example, a high school student once tweeted mean comments about the physical appearance of the admission dean giving an information session. He tagged the posts with #UVA. I wrote right back. He apologized. I didn't take a screen shot or try to figure out the student's real name so I could connect the tweets to an application. 

To summarize:

1. I like social media.
2. I don't have time to search for students on the internet.
3. If you include #UVA in a tweet or photo, you're asking our entire community to see it. 


Next time, I'll talk about how we use social media during the reading process.


Update: Here's How I Use Social Media, Part 2.

Follow Me on Instragram!

I've been a bit quiet this month on the blog. I've been spending a lot of time working on our parts of the new Common App and also served as faculty at something called the Summer Institute. That's a conference for new admission professionals who want to interact with veteran admission officers. In New England, where I started my career in admission, it was called Rookie Camp. I was a little surprised when I was asked to join the faculty three years ago, but I guess after 13 years, I'm a veteran.

Anyway, I wanted to share a new way to get in touch with me and a way for you to get a peek at what life is like at UVa. I joined Instagram a few weeks ago and have been posting pictures from around Grounds. I'm not going to follow any students (but you should obviously be aware that when you use a hashtag, you're inviting a lot of viewers), but I'm happy to chat if you want to write a comment on my images.

My username there (and everywhere) is UVaDeanJ.

Oh, and a lot of people around Grounds are using the hashtag #UVaSummer on images that show you what things are like here over the summer. Be sure to check that out!

Be Careful on Facebook

They're at it again.

People have have NO connection to UVa are posting on the Class of 2017 Facebook page and have also created a shadow group purporting to be connected to the University.

It seems some of the new members have started some controversial topics. If you're a member, I hope you'll flag the posts so the students who admin the page can get rid of them. 

The people behind the second group are from a company that has been selling a roommate matching service for years. They often use a Facebook profile with the last name Blackwell, which is the case for this recent group that was created. If you want some background, check out this post and this post from the NY Time's admission blog, The Choice. Our students have created roommate surveys via their class Facebook group in past years, so I'm not sure UVa is a great market for that company. Regardless, I just wanted to post a heads up.

Obviously, you're free to join whatever groups you'd like on Facebook. If you join a UVa group, I hope you'll do a quick check to verify that the creator is somehow connected to the University.
 

The Class of 2017 Facebook page that I link to has two UVa ambassadors as admins. When the first year class elects their officers, the group will be handed over to them. I've been doing this for years and it has worked quite well. Older students still use their groups today to publicize events.

Facebook, Twitter, and other social media sites

Let's get this out there first and foremost: I have no interest in tracking applicants down online. I have no interest in reading their feeds, seeing their pictures, or gauging their interest based on online content.

My old philosophy about social media was that it was the students' domain and we should stay out of it. I've changed my stance over time, though. Now, I figure that I should provide students with as many easy ways to contact me as possible so they can get questions answered. So, I'm on Facebook, Twitter, Ning (rarely), instant messengers (on deadline nights), and the blog. The important aspect of my presences is that I'm not searching students out. They decide how they want to get in touch with me. The contact is on their terms.

If you want to make up an alias and comment daily, that's great. If you never talk to me using these vehicles, that's fine, too.

EDIT: I should add that I post something like this each year, just to restate my position on the issue. I gave an interview to USA Today about this last week and the resulting article spawned similar pieces by Reuters (with quotes from my interview, interestingly) and CBS.

A follow up note about Facebook groups

Yesterday, I posted about Facebook groups being created en masse by a group of people lacking any affiliation with a college or university. Turns out the group was probably just one person working for College Prowler and/or a not-quite-in-business company called Match U. The reasons given for creating the groups were:

...to see how many students actively participate in online communities. We also wanted to identify the concerns of incoming college students.

I'll leave you to draw your own conclusions about that statement.


By the way, I have always enjoyed watching students create groups to connect with other appilcants. Just a few weeks ago, I talked to visitors at an open house about the wonderful opportunity that social networking offers students. I don't think incoming classes have ever been as well connected prior to showing up at UVa as they are today. I've seen students find roomates on Facebook, I've seen clubs form on Facebook...I think Facebook is great! I've never tried to control it because I understand and like what Facebook is.

I created a group for prospective Class of 2013 members to provide a group that will never be used as a marketing tool for a company.

Let's get back to the admission stuff.

CavDog is tired of talking about Facebook groups

A note for Facebook users

I've always felt pretty strongly that admission officers should let Facebook groups geared towards applicants and incoming students grow organically. Last night, a well-researched blog post by Brad Ward at Butler University changed my mind.

College Prowler, whose main activity is publishing college guide books, has created well over 300 Class of 2013 groups for colleges and universities around the country. Many are deemed "official", including two of the three they created for UVa. They've also used trademarked logos, but that's another issue.

I emailed the CEO of College Prowler to get his reasoning for doing this (and really it's a ring of unpaid student interns that are doing all the work), but I think most people would conclude that they are going to sell marketing opportunities to companies that want to interact with college-bound students. I would hate for your interest in UVa open you up for spam from companies that aren't related to us.

This morning, I created a "Dean J" Facebook account and started an Official University of Virginia Class of 2013 Facebook group. I'm not interested in checking your profiles (admission officers at UVa don't do that). I want to provide a group for prospective students and applicants that won't be used to market any for-profit enterprise. I might post updates now and then about the admission process, but I won't be heavily monitoring the group.

Another sign of Facebook's pending demise...

The last time I wrote about Facebook, the comments seemed to point to high school students being tired of the "new" version, which made me think reports of the site's pending demise are true.

According this entry on The Chronicle's Wired blog, the number of unique US visitors "plateaued" for a few months and then dropped in January. Those into web stats might see this is the beginning of the end.

Twitter, anyone?

Should UVa's Office of Admission have a presence on Facebook?

facebook Originally uploaded by annieee

When I first joined Facebook, I thought it was neat. I saw it as a way for people in a college/university community to communicate without all the "sketchiness" of other social networking websites. When the idea of having an official UVa Admission presence on the site came up a few times, I toyed with the idea, but saw Facebook primarily as a student site. I was kind of indifferent about having an official profile for the Office of Admission. If it was deemed important, I'd create it, but I wasn't particularly enthused by the idea.

That opinion was formed back when a .edu email address was required for membership. These days, it seems that Facebook has exploded in the same way that MySpace did. Third party applications dominate the site and people with an anonymous Gmail account can sign up and get a profile. It looks like a very different site and while some features are great, others impede navigation and clutter pages.

Today, The Chronicle's Wired Campus blogger writes about one professor who has written a blog entry predicting that this the year of Facebook's demise (he goes on to talk about positive effects of Facebook). He writes about the things that Facebook users probably find tedious about the current state of the site.


What do you think? Do you think we (UVa Office of Admission) should have a formal presence on Facebook? Do you think Facebook is falling out of favor? If so, what site might fill in that space for students?

What's zinch? Most admission officers don't know.

There's a well established pipeline through which colleges get information about juniors (and sometimes sophomores) who they want to target with marketing efforts. College Board's Student Search Service provides colleges with names of students who took the PSAT or SAT and filled out the demographic information on their registration sheet. At the end of the survey, there's a question about receiving information from colleges. Those who check "yes" should have a deluge of mail within 6-8 weeks. Those who check "no" have to visit the websites for the schools in which they're interested to put themselves on the mailing lists.

There's a new company, started by brothers from BYU, that is attempting to break into the pipeline. It's called Zinch and somehow, they're getting the word out to students, though only 451 have created profiles on the site. The problem, though, is that they haven't marketed this "service" to college admission officers in any way. A mention in The Chronicle this morning is the first I've seen outside of a student post on a message board.

Maybe they're waiting until they have the 20,000 students they want to have by the end of May, but I imagine that if students creating profiles report no response from the colleges, they won't get to that target.

I'm waiting for the pitch. What I've seen on their website isn't particularly enticing. None of the information on the site seems verified and they seem to require interaction to take place in their environment. The idea is interesting, but requires colleges to abandon their traditional marketing plans that Student Search syncs with.