Universities are Fully Invested in Social Media
- 100% of Universities are using some form of social media.
- 98% are using Facebook, 86% use Youtube, and 84% use Twitter
How are they using it? For student recruitment, School pride, and General Outreach.
Students will rally around content making them feel relevant in this competitive space.
Example: Stanford University uses visual elements of social media to get their student base fired up
- 80% of America's top colleges are using social media to recruit potential students.
Your future Students are reading your content, and determining interest level via your posts.
Example: The University of Nebraska is Pro-Active on Twitter, reaching out to prospective students based on locations and keywords.
Current students are looking to you as a resource of what's happening on campus. Parents and prospective studnets are keeping an eye on activities via your social page. Don't forget about your alumni! Make your alumni proud by posting relevant success stories from their alma mater.
Example: MIT uses their social media pages to highlight on-campus research articles, as well as updates on alumni successes.
- 62% of students want to access a college's social media properties via mobile.
- 57% of parents of prospective students say a bad experience on a college's website may have some negative effect on perception of the college.
- 27% of the first-year students felt the recruitment materials didn't accurately portray campus.
What Does This Mean?
As Universities begin to ramp up their social media efforts, it's important to keep a unified presence across the campus. Different on-campus programs will be utilizing social media in different ways, which can be dangerous in terms of marketing and public relations, if it is not handled correctly. It is recommended that each University hold a quarterly conference to gather various marketing directors to create a unified voice for social media.
To determine a solid social media strategy Universities must keep an eye on their target market. Current students may lean towards school pride content. Prospective students will relate to recruiting materials online, and alumnus will stay connected with current events and news coming from campus.
Now that Universities have adopted social media into their overall marketing strategy, it's time to focus on maximizing each moment spent in this new media. Strategy development is just the beginning.
Sources: University of Massachusetts Dartmouth, OnlineUniversities.com, Kaplan University