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Collaborative learning extends beyond the classroom: Work integrated learning aids small business to overcome barriers to social media
Conference presentation

Collaborative learning extends beyond the classroom: Work integrated learning aids small business to overcome barriers to social media

Vikki Schaffer
USC Research Conference, 2013 (Sunshine Coast, Australia, 01-Jul-2013–05-Jul-2013)
University of the Sunshine Coast
2013
url
https://www.usc.edu.au/View
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Abstract

Specialist Studies in Education social media collaborative learning
Background: Despite an increasing number of small businesses using social media, many seem limited in their ability to effectively respond in an environment where consumers speak freely to a potentially global audience. Barriers to adoption limit the effective use of these and other new technologies. There is limited research into how businesses can overcome barriers to the adoption of social media. One approach for overcoming barriers involves synergistic relationships between students supported within an academic-based, industry project. This opportunity offers small businesses a point of entry to understanding and utilising new technologies while also providing students real word experiences. Research aims: This research investigates how work integrated learning aided in reducing barriers to social media usage by small tourism-related businesses. Methods: Tourism-related businesses partnered undergraduate students to develop, manage and monitor social media tools (e.g. Facebook). At the conclusion of the running of each course in 2010 and 2011, online questionnaires were administered to participating businesses with a total of 50 (86%) responses provided. Research findings: This research has made contributions to theory and practice. Following their involvement, businesses stated working with the students introduced them to new viewpoints and effective time management when utilising social media. Respondents felt more confident using social media after being involved in the project, and indicated they had put this new, professional knowledge to use. All business respondents moderately to strongly agree that the project outcomes were useful to their business (average 5.5/6 point scale) and agreed to strongly agreed that being involved in the student based social media project reduced the barriers to using social media. Results revealed that providing an opportunity for businesses to engage in student-based projects can reduce the barriers to social media usage. Additional ongoing benefi ts for participating businesses included the establishment of cooperative working relationships with the University, the opportunity to evaluate potential employees and an increased awareness of new technologies and innovative ideas. Eighteen businesses have participated in other student-based projects and one completed an MBA. This opportunity facilitated extended networks for learning and knowledge transfer that commenced with students and their lecturer and extended to the participating business owners/managers. These networks extended beyond those participants directly involved in the project. Many of the businesses shared what they had learned with others. With more people gaining new skills and knowledge there is the capacity to enhance the capabilities of the industry and community members.

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