Higher education must create virtual communities

Released 25/11/2009

Universities must do more to keep up with online developments

Universities must do more to keep up with developments online, particularly given the rise in popularity of social networking, according to a new report from Sapient. The report suggests today's students are ‘digital natives', used to a world of online social networking but argues many universities are yet to adapt to these changes and embrace new technologies to enhance the student experience.

According to the report, if universities are to continue to provide an excellent learning environment to researchers and attract the best students it's essential they deliver a sophisticated online environment for learning. This is particularly important given most university populations are fragmented with students living in multiple locations - sometimes abroad. Although some have sought to foster a sense of community online through the introduction of various online tools these are often little more than e-learning services that fail to promote high value collaboration and engagement.

What's required therefore is the creation of ‘virtual campuses' that ensure students and staff feel engaged with an institution. ‘Virtual campuses' support all aspects of university life, providing one point of contact online, covering everything from studying to administration and collaboration to socialising. Any ‘virtual campus' should depict the culture of the university in an online environment and build long-lasting relationships with students and staff.

Jillian Moore, director of education practice at Sapient comments: "The concept of a university campus as a community of people united in the pursuit of knowledge has a strong history. Traditionally, this connection has centred on the physical location of buildings and accommodation. Today, the growth of internet usage and in particular social networking mean bricks and mortar are no longer enough. Students coming to university are well versed with web 2.0 technologies and expect universities to use these tools as part of their engagement."

"Although establishing a virtual campus may seem like a large project to undertake at a time when keeping a lid on costs is key, the benefits universities can enjoy are huge. A well built ‘virtual campus' can help attract new students by providing an insight into campus life, help with retention rates by ensuring students and staff stay engaged with the university, enhance research reputation by offering immediate collaboration and knowledge sharing online and improve understanding of student needs so improvements can be made. At a time when attracting and retaining students is key to the success of a university's very existence embracing the digital world needs to become a top priority."

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