Tag Archives: higher ed

Social Media is not a Waste of your Admissions Office’s Time

Not only is our interaction with students via social networks going to grow but the fact of the matter is that it is much more effective to interact with students via social networks and here’s why…

Many admissions recruiters have this idea that social media (web 2.0) is not a productive use of time.  One example of this is the apprehension admissions offices have of setting up a Facebook page.  Some of the offices I have spoken with feel that if they run a Facebook page they will be wasting time having to moderate slanderous comments left by visitors or even have to interact with more prospective students.

Rather than worrying about having to respond to all these comments positive or negative we should realize that these interactions are a great opportunity for us to reach tens, hundreds even thousands of prospective students!

Let’s imagine we are in New Delhi giving a presentation about our school to a group of 100 prospective international students.  100 students are sitting, listening attentively to how our school offers international students a life changing experience.  We talk about how our school is connected to job opportunities in various fields like, the sciences, engineering and finance.  We talk about how easy it is to get involved in the current international student community.  We talk about how many great international student events and student groups there are.

As we wrap up the presentation we ask if anyone has any questions.  One student raises their hand and asks ‘I want to know what I can do to improve my chances of being accepted to your school.  What kind of extracurricular activities do you like to see?  Which test scores do you look at closely?  What range of scores would give me the best chance of being accepted?’

As we prepare to answer this question we think if it would be easier to talk to the student one on one after the presentation or if we should answer the student right there and then?  This decision is a very important one!!!

If we decide to answer this question right there and then, 100 people get to hear our answer.  That is 99 more than if we answer the students question after the presentation!  Remember how our teachers in school would tell us not to be afraid to ask a question because 10 other people in the class probably have the same question? Well the same goes here, there are many other students with similar questions who might be afraid to ask so it is always important to answer as many questions as we can in front of as many people as we can.

So how does this relate to social media (web 2.0)?  Say on our Facebook page someone writes a comment on our wall asking the same question as above.  Or consider someone posts a comment about our school that is false and we now have to take a few minutes to share the truth.  By answering the question or the comment on our wall (not a private message or e-mail) it is as if we are answering that question in front of a large audience like in New Delhi.  Just because we are responding to one student doesn’t mean that tens, hundreds, even thousands of other students aren’t reading our answer!

Think about that for a minute.  Any time we respond to a comment left on one of our photos, videos, wall, etc. there is a possibility that there are tens, hundreds, even thousands of people who are reading what we write!

That is the power of social media (web 2.0).  Even though we aren’t aware of all the people who are reading what we write on Facebook, the effect of our communication via that medium is much more effective than writing e-mails or private messages in response to each individual student’s question or comment.

Consider this thought:

E-mail response = 1 person hearing the answer to a question

Social media response = tens, hundreds, or even thousands of people hearing the answer to a question!

Which do you prefer?

Photo by Hoong Wei Long


Are Podcasts An Effective International Student Recruiting Tool

There was a question recently posted to an international student recruiting list serve about the use of podcasting with international alumni as an effective tool for prospective international students and educational advisers.  It made me think a little bit about how schools can use podcasts effectively to recruit international students.

Here are the two questions posed with my thoughts underneath:

1.  Do you think this is a good idea?

I think that creating social media (video, blog, podcast, twitter, etc.) is a great idea but only if done with respect to one’s overall social media marketing strategy.  For example, creating a podcast is great but a few things should be considered:

First, what is your intention of creating these podcasts?  Is it to entice prospective students to become interested in your school?  Is it for students who already know about your school and are merely looking for additional information?  Is your intention to create some sort of buzz around your school so students who haven’t heard of you are now learning about your school?  A clear understanding of the intended use of social media development is very important.

Second, to go along with why you are creating this content, clearly define who is your intended target market to hear these podcasts?  If your intended market is prospective students, have you considered if your podcasts are compelling enough to create a word of mouth buzz?  I have found through my experience that creating any type of social media merely to create it is no longer compelling enough for students to help spread content virally.  I have gone into more detail on the idea of creating compelling/wow type content in this blog post… http://tinyurl.com/bm3w9l

Third, consider how you’re distributing this content through the Internet.  The beauty of social media is that it can be easily ‘shared’ through various platforms.  For example, the podcasts that we have created are distributed through a newsletter, integrated across our other outreach on Twitter, Facebook, Orkut, Blog, Website, etc. where we not only allow prospective students to listen to it but to also easily ‘share’ the content through their favorite mediums.

2.  Is your institution doing this already?  If so, do you have any feedback to share?

We have found that the most successful podcasts are on the hottest topics like getting a visa, jobs after school, finding scholarships, tips for the SAT, etc.  While students are interested in learning what it is like to live on a school’s campus, the issues that are the hardest to overcome for a student are the ones that students tend listen to in droves.  Plus it is this ‘controversial’ content that tends to be shared the most virally, so definitely keep that in mind if your intention is to create viral buzz with your podcasts.

Photo by Juan Pablo Olmo