Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalToo Many Advertisers Are Talking, Not Enough Are ListeningEmotion Drives Behavior: 3 Brands Getting It RightNative Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How Higher Ed Can Master Student Recruitment on Social Media
Posted on October 1st 2012
While college alumni love their school’s game day Facebook photos and posts about events and traditions, prospective enrollees want more informative social media content that will help them to decide which higher ed institution is right for them, how to enroll, and how to excel while completing their degree.
According to the 2012 Social Admissions Report, approximately two-thirds of high school students now use social media to research colleges and enrollment. The report, which polled 7,000 students in August 2012, was conducted by Zinch, an online scholarship and school-matching service run by Chegg, and Inigral, a tech company that focuses on student engagement online.
The poll revealed that 72% of rising high school seniors have already researched prospective colleges on a social media site, and that 71% have done that research using their mobile device. Facebook remains the top way to reach potential students with 88% using Facebook and 53% accessing the social media site multiple times a day. YouTube and Twitter follow second and third with other popular social media venues trailing distantly.
Discontent with Prospective Student Content
While the percentage of prospective students using social media to make college comparisons is growing, only 40% of those who visited a college or university’s social media presence found the information useful or relevant. Said students polled in the survey:
“I would like to see an advice column or an FAQ section where common ‘worry’ questions can be answered to help ease the tension upon arriving to college or while attending college.”
“I really like when I came across tips about enrollment and what not to do.”
“I would like to be able to ask a question and really have a response to it, and not just an administrator telling me to look at the blah blah tab on their website.”
Gil Rogers, director of College Outreach for Zinch, told Inside Higher Ed that universities should look at the results from the student survey and perhaps reconsider their social media strategy to focus more on information and engagement for prospective students. In a Noel-Levitz 2012 E-Expectations Report, students researching higher ed institutions ranked the content they valued most in the following order:
2. Cost/Financial Aid
3. Admissions Process
4. Campus Visit
5. Campus Life
In addition, respondents noted that the following content was what they expected to find after liking a college’s Facebook page:
- Information about admission deadlines and events (36%)
- Information about academic programs (34%)
- Updates through the news feed (30%)
- Special information unavailable elsewhere (26%)
- Interaction with page administrators (26%)
- Contact from school about admission (26%)
- Photos and videos (25%)
- Interaction with other people who like the page (21%)
- Specific information tailored to the user’s profile (18%)
More Content You May Be Interested In: