Thanks for the comment. I agree with you that there are a range of additional metrics which can be analysed in order to measure the effectiveness of Facebook in fulfilling the purposes for which institutions are providing an institutional Facebook page. However I do not have access to such metrics. The purpose of this (and related) surveys was to get an overall picture across a selection of high profile UK universities. I would hope this (partial) evidence would inform policy and resourcing decisions decisions which will take place at an institutional level, as well as providing an understanding of the national picture.

I would agree with you that students (and staff) who have left the institution but who are still connect with the institution’s Facebook page can be advantageous.

Note that we do not have any sessions on this topics scheduled for UKOLN’s forthcoming IWMW 2012 event but there may be scope for some last minute changes, in you (or other readers) would be interested in facilitating a session on this area.

I’d also add that it’s not necessarily a problem having a Facebook page with followers who have left the University. It’s really important for us to keep in touch with alumni and Facebook is a really good way of doing this, especially with an increasingly international student body. It also allows prospective and current students to connect with former students. Main challenge is around producing content that appeals to these different audiences and ensuring that you mix up what you are putting out to engage effectively. Longer term, more segmentation is probably what’s needed with different channels per audience but with most universities having limited resources to manage these channels that’s far from straightforward.

Tom Wright
Digital Engagement Manager
University of Nottingham
http://www.twitter.com/@tomright