SOCIAL MEDIA AND EDUCATION

Social media are digital tools, often accessed or hosted on websites, that allows individuals, business, or groups to create a public/private profile in which they can then connect with others for communication and interaction. With each new profile, other users are able to navigate their own, and their connection's networks. While information and thought sharing are popular content (text, photos, emojis), it can also include reports, presentation and opportunities. In fact, nearly anything digital can be shared and disseminated. The larger the network the larger possible influence an individual may be able to access. Going viral indicates content that has reached a tipping point where many networks have promoted and accessed specific content.

There is a debate about the value of social media within education (Cooper & Naatus, 2014). The proponents highlight social media's ability to engage students, provide access to knowledge, experiences, and projects, connect students globally, and integrate them to the new digital age (University of Toronto, n.d.). Opponents highlight the inappropriateness of content, profiles, and behaviors online: cyber-bullying, harassment, and stalking (University of Toronto, n.d.). Opponents also highlight the addictiveness of social media and games within social media and the lowering of self-actualization. If social media is used in the classroom, there needs to be a well laid out code of conduct, social media policy, and a technology policy in place (Roblyer & Hughes, 2019) . As often the case, how a digital tool is leveraged in the classroom, from pedagogy to support, has a significant impact on learning. One social media tool, that has little down side for students is LinkedIn.

ABOUT LINKEDIN

Linkedin is the largest professional digital and social media platform in the world. It was founded in 2002 and has grown to over 500 million users worldwide (Gallant, 2019). There are 260 million active users monthly with 40% accessing the site daily (Gallant, 2019). That is over 100 million users daily (Gallant, 2019). Linkedin is still actively growing and seeking to incorporate 70 million businesses worldwide and 3 billion professionals (Gallant, 2019). In 2016 Microsoft acquired Linkedin. Linkedin is not just for the 61 million senior level executives as there are 87 million millennial users (Gallant, 2019). It is also the number one business to business content distribution channel and generate three times more conversations than twitter and facebook (Gallant, 2019). Linkedin has conqured the business and professional environment and they are now going downstream in their channel to education institution and high-school and college students. With students ultimately seeking workforce and professional opportunities, for learning, experience, or employment, Linkedin is a great opportunity to engage early.

A USES & GRATIFICATION THEORY OF SOCIAL MEDIA & LINKEDIN

Since social media sites offer a wide variety of frameworks, purposes, and communities, the psychological theories that govern motivation, cognition, and behavior vary greatly. Yet, one commonality that exists is the desire to share and receive information across a digital platform. As such, one theory that many researchers have reviewed is that of the Uses and Gratification theory (U & G Theory) (Ngai, Tao, & Moon, 2015). This theory governs actions that relate from knowledge sharing, socializing, to entertainment (Ngai et al., 2015). Zolkepli, Kamarulzaman, & Kitchen, (2018) indicate that U & G Theory suggest that individuals gain satisfaction or gratification through the use of social media which satisfies their need for social connection, social interaction, knowledge sharing, and entertainment. Despite many different types of users and different platforms, by in large, social media offers value through a U & G Theory framework. Zolkepi et al. (2018) looked at U & G Theory through a study of 428 social media users and a digital survey. They noted personal, social, and tension-release gratification were the three main overarching motivating elements for social media engagement (Zolkepi et al., 2018). This three element gratification framework was strongly supported through their research. Tension-release gratification, satisfaction of the alter-ego online, was ranked the highest, with personal (the need to appear credible and knowledgeable) and social (the need to connect and interact socially with others) gratifications ranking second and third respectively. While less “social” or casually social in nature, the social media platform LinkedIn, which focuses on a professional network, still supports the U & G Theory and the three gratification elements. In many ways, LinkedIn may offer even greater levels of gratification elements as credibility and networking for value is of greater priority than other social media sites. For the personal gratification element, many professionals display their interest, knowledge, and experience in many ways to establish a strong, credible brand, enticing others to connect. The desire to connect with like-minded professionals, professional learning communities, and special interest groups, satisfies the social gratification element. Lastly, the alter ego, the tension-release gratification element, can easily be satisfied by both tangible and superficial means. A user can establish various interest groups that others can join, thus declaring themselves a digital network leader. On a more superficial level, they can work to create a large network of professionals, though if traditional relationship elements are not established, the network can be a fairly shallow and transparent effort. Since credibility in today’s society is often established by a professional framework, not by the quality of being an amazing parent, the level of civic engagement, or the quality of being kind, a platform like LinkedIn, can dramatically satisfy one’s ego and alter ego.

BENEFITS OF LINKEDIN IN EDUCATION

• Unlike other social media platforms, the content, behavior, and code of ethics is professional, allowing a safe, friendly environment for students and young professionals. This allow young people to learn proper digital etiquette and citizenship.
• Allows access to companies, professionals, jobs, internships, and volunteer opportunities that would be otherwise difficult to even uncover.
• Allows access to special interest groups from businesses, movements, to professional learning communities to get current industry and professional knowledge (Smart Social, 2018).
• It allows access to market research information for young entrepreneurs (Cooper & Naatus, 2014).
• • Allows young people to develop relationship development skills and experience early, so they are masters before they enter the workforce (Cooper & Naatus, 2014)
• It has a wealth of information for lifelong learning and can allow one to develop into a thought leader (Schramm, 2018).

CHALLENGES OF LINKEDIN IN EDUCATION

• Not all schools have proper technology and social media policies that ensure the safety of students. Ensuring that a policy exists ahead of any social media uses is important and in today's environment, necessary. This should also include parental consent.
• Previously, Linkedin only allowed individuals as young as 18 to create profiles, however, in 2013, they lowered the age to 14. This allows all high school students full access (Schramm, 2018) .
• Like any tool, the basic aspects of Linkedin: content creation, is fairly simple and straight forward. However, to fully capture the benefits of Linkedin, it will require proactive effort. This effort can include strong profile development, seeking connections and networks, and producing content and value.
• Since many individuals are at times prejudice against young people, ensuring you act mature, appropriate, and professional is essential throughout your experience online. Many things on the internet can leave a lasting impression, good or bad.

OPPORTUNITIES OF LINKEDIN IN EDUCATION

• Schools and parents should take a proactive role with technology and social media and have strong protocols, policies, and guidelines to ensure safety.
• Look for and apply for internships or jobs while in high school through Linkedin. Many programs from political offices, federal agencies, to businesses offer young people early opportunities to explore professional paths and experiences.
• Additionally, many professional volunteer opportunities are listed on Linkedin.
• Differentiate yourself in college applications: As only 9% of high school graduates use LinkedIn, showing one's assertiveness will separate you from the regular applicants and strengthen your personal brand.
• Extend your college application: While recruiters limit the type and length of your college application and essays, providing additional details about yourself on your LinkedIn profile, can extend your application content. Like employers, college recruiters also look at student profiles.
• Allows for a dynamic. lifelong profile, that allows for a record of one's professional path and shares it with others for a multitude of future opportunities. Starting Linkedin early, will increase opportunities.

HOW TO CREATE A STUDENT PROFILE

• Before beginning, it is best to check out the resources, guides, and formats on LinkedIn University
• Then check out Linkedin student profile check list
• It is now time to gather all your content before creating your profile (it will streamline the process)
• Finally, it is time to register and create an online account
• Post a professional profile photo (photos are very important and so is the brand image you present. Ensure that it is professional looking).
• Just like any profile site, develop a meaningful headline (this should be informative and perhaps a little creative)
• Create a summary statement (state what you have accomplished, the stage you are at, and what you are seeking through this network)
• Add any work, internships, and or volunteer experience (as a student volunteer work and extra curricular can both differentiate you, connect you to like-minded individuals and groups, facilitate networking, and give you real-world experience).
• Add your education and additional details that highlight you (academics, athletics, and activities)
• Create an easy, memorable, and or unique linkedin URL (Schramm, 2018)

ADDITIONAL RESOURCES

• Linkedin Education: A LinkedIn Video
• The Power of LinkedIn: Why Every High School Student Needs to be on LinkedIn with Caroline Leach - A SmartSocial.com Podcast with Josh Ochs. Podcast on the "Power of LinkedIn"
• Making the most of Linkedin for Internships: Internships - LinkedIn Careers
• Infographic statistics about Linkedin: Infographics