Sunday, January 26, 2014
Social Media and College Admissions
Admissions in Higher Education is considered a business. Admissions is sales, a slightly different kind of sales than car sales, but still sales. Over the last 5 years, colleges and universities are increasingly adapting their marketing efforts towards social media outlets to help with recruitment.
Back in April, 2013, the Council for Advancement and Support of Education released its latest annual survey of social-media use by colleges. The survey had more than 1,000 institutions responding. (The full results are here.)
What it found is obvious, Colleges have become more integrated and even dependant on social-media tools to help with their recruitment efforts. It also concluded that although college admissions offices have been incorporating more social media, they haven't fully embrassed the task into a full time position. In most admissions offices, social media efforts (unlike traditional recruitment tools) is spread over many different counselors and only as part of their other every day responsiblities. This is the case at TCNJ.
The survey also found that Facebook and Twitter are still the two most popluar social media sites used by colleges. Other sites have popped up over the years....Zinch.com is a social networking site geared totally toward college admissions and one that TCNJ uses as well. Other sites like Flickr have shrunk away.
Using social media is not new for businesses yet it also does not appear to be well organized at most institutions. More often than not, Admissions offices don't have a formal plan or strategy as they would for traditional print marketing efforts.
So now that Social Media is no longer in its infancy, what does it mean for college admissions? Do students want colleges and universities reaching out to them on Facebook? Should Social Media recuiting be a full time job in an admissions office? Should there be a formal marketing plan dedicated to just this technology? How important is it that the tranditional marketing plan mesh with the social media marketing plan? What do you think, the future of social media in business marketing is?
As colleges strugle with these questions, the biggest question to answer is how does a college measure the benefits of a good social media strategy and quantify its Return on Investment (ROI)?
Class, please voice in your opinions on questions presented in this post. Provide examples from your own experiences when searching for colleges. The above questions are there to help you and do not need to be answered individually. Instead, an overall response to the post is required.
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In 2014, I believe that it's an important priority for colleges and universities to adapt to the advances of social media. The admissions office utilize different social media websites such as Facebook and Twitter to connect with any students who are interested in applying. Students can ask any questions that will clear any confusions. I think that students love the idea of colleges and universities reaching out on social media. When I applied to TCNJ, I posted on Facebook saying how excited I was that I received an acceptance letter. I received a response from the admissions office saying congratulations and that they looked forward to seeing me at Accepted Students Day. The admissions office should integrate social media to their traditional marketing plan. Even though it's imperative to get students to come to tours and events traditionally by sending booklets and letters. Having social media depicts to people that the admission's office is committed to be online rather than print.
ReplyDeleteI couldn't agree more, just as schools incorporate more technology inside the classroom, schools should use it more often outside of it. Students spend a plethora of time on social media, therefore it would be much easier to reach prospective students through social media rather then mail, e-mail, and by phone. In my blog I mentioned how social media creates another bridge between students and universities, that you touched on with the significance but difficulty of getting students to visit the campuses and preserving paper and take advantage of online communication.
DeleteThe idea that colleges and universities are investing more energy into the social media outlet is the right way to go for the time being. When I was applying for schools, I didn't look on social media outlets for "picking" a school but I started following TCNJ after I was accepted. Mark, the fact the TCNJ Admissions congratulated you on being accepted is a great experience! I feel like if students feel like an individual versus just a number at a school it makes them feel more comfortable and excited to be a part of that school. Admission offices should gently blend traditional marketing plans and social media marketing in order to reach out to the particular target market. There are still a handful of people I know who do not participate in any social media, so traditional marketing strategies are still important. Not only is social media important for trying to recruit new students but also to update current students and alumni. In order to attract people on social media, each school should come up with their own marketing strategy in order to differentiate themselves from other schools. There is no answer when it comes to return on investments. The only thing schools can do is monitor the website traffic and relate that to the amount of applicants each school year. How can colleges and universities be more efficient when trying to market new students?
ReplyDeleteAngela, when TCNJ responded to my Facebook post I felt fantastic. I did feel like I was part of a community and an individual. Which made me very exciting to attend TCNJ. As what I posted before, social media should be integrated into colleges and universities marketing plan. Communicating through social media makes it easier for colleges and students. But schools should invent ideas in their strategy to stand out.
DeleteSocial media is such a great way to communicate with prospective and current students, along with alumni. I agree with you Angela that some people just don't use social media, but so many people do that it is a good tool. Colleges and Universities can give a little more insight into what day to day life is at a school. Too many schools are guilty of over selling the student experience at that certain school.
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ReplyDeleteI believe colleges should start using social media because it would be the best way for the admission offices to reach prospective students as well as follow up on already accepted students. More and more high schools students are using social media, and it would be the best medium to reach new students. As times are changing, so must the measures to keep up with students who mostly use social media. Most students use social media and it would be logical to meet the students where they are at. Social media can be used to reach a larger student base, and it can be used to help students as they go through the process of applying. The social media site can help remind students of outstanding materials or create a greater interest in attending the school. I know that when i was applying i would have loved for a group or something in social media to show me more about TCNJ and the steps to becoming a student. A social media site would have created greater interest in attending TCNJ. However major decisions and documents should not be shown through social media. It seems informal. Therefore social media should be used by all colleges, but their admissions decision should be separate.
ReplyDeleteJacob, while I do not agree with the idea of colleges using Social Media to find prospective students, I do agree with you that admissions decisions should not be on revealed on social media. If colleges turn to Social Media, they should at least refrain from noticing students on their acceptance/denial decisions. Those life changing decisions, deserve to be privately handled, just as they are now.
DeleteFrederick Zhao - I completely agree with the idea of colleges using social media to find prospective students. The various types of social media are excellent tools to help colleges reach their target audiences and provide useful information such as individual experiences and statistics. I know that when I was applying to colleges, I would have greatly appreciated a social media site showcasing events, important information, and personal experiences to help me attain a stronger interest in the schools. I also agree that social media should be used by most colleges and that major decisions should remain confidential. Receiving an acceptance letter in the mail is much more satisfying than finding out through social media.
DeletePatrick Roberts-- I agree with Noelle's response to Jacob. The act of receiving your acceptance letter from any college is a very private and special moment that ought to be handled just as it is today. I am not saying that colleges should not incorporate social media into their admissions process. However, i am saying that those life changing decisions, such as your acceptance to a college, should be handled privately and through the mail...just as they are currently. Hearing of your acceptance through social media does not extract the same emotions as reading about your acceptance in a personalized letter. Thus, colleges should continue to notify students of their acceptance through the mail while incorporating social media into other aspects of college admissions
DeleteNow that its been almost a decade since the birth of social media, colleges and universities are started to use this technology in their admissions processes. With many students having accounts on social media, it seems like a good idea to start using marketing campaigns on social media to recruit students for those colleges and universities. However, with some students not having social media, it would be better to stay with the traditional method of marketing than start using social media marketing. Students who have social media would defiantly like for colleges to start advertising, trying to get them interested, and possibly accepted, but nothing beats the acceptance letters that come in the mail and the reactions that follow. When I was searching for colleges, advertisements were not as much as a factor for me. I would usually go on the website for the college I was interested in, write down some information about the college (mostly statistics), and narrow down the colleges I liked. When the letter came in the mail, nothing could explain the joy I had with this piece of paper that stated that I had been accepted to TCNJ. As far as measuring the ROI on social media, most colleges have trouble measuring how effective their marketing campaigns. That being said, there is no definite answer in solving this problem. In regards to the future of marketing campaign in business, there will no doubt be more social media marketing plans somewhere down the line. As for now, business should stick to their guns.
ReplyDeleteYes, I completely agree with your statement. As social media is a prominent lifestyle, colleges and universities should have a pleasant transition from print to social media. Most students have social media accounts, so it's important for colleges and universities to implement social media to their marketing strategy. Not every student has an account, so it wouldn't be smart to steer away from the traditional method. Receiving an acceptance letter in the mail, is the up most satisfaction for a student and I don't believe that anything can't replace that happiness.
DeleteAnthony, I completely agree. There is no way to describe the feeling of opening the large envelope from the college you wanted to go to, that declared you were officially accepted. If my acceptance letter was written on my Facebook wall, I do not think I would have the same feeling I experienced. It would simply be a notification that all my friends on Facebook could see.
DeleteRenee Waldron- Wow,I never thought of it like that. Now I am having a flash back on the way I felt opening the envelope that said I was accepted to TCNJ, best feeling ever. It shows the clash between tradition and change. Keeping up with the social media and still having that happiness of receiving traditional mail from your school hopefully will continue to be possible in both aspects.
DeleteIt is easier to gather an opinion to this as students since we have recently went through the college selection process when we were in high school. Personally, I didn't pay much attention to various information that was presented to me from colleges since it is their job to sell their product to high school students. In that way, it is a form of sales for the college. However, I preferred to do research on various schools on my own, mainly through neutral websites that provided unbiased information to me. However, it is obvious that advertising a specific school will increase that schools number of applications, which is a main goal for colleges. It is also important for colleges to keep up with social media because if other schools are putting more time and effort into social media then those schools will take away from the number of applications of schools that aren't. I think that the traditional marketing system remain the same and that there be an addition of a social media to ensure the school gets ahead of the game, because in the next few years I believe most schools will have it. Having a Facebook account is like having a cell phone now. Most people have them. Since the majority of college applicants have Facebook, common sense should say that marketing should at least be somewhat directed there. It is just like super bowl adds. The reason they are so expensive is because there are so many people to market to. I think that schools should immediately begin to focus more effort on social media marketing.
ReplyDeleteI agree that colleges should increase their use of social media to attract more applicants. I also believe that schools will use more social media as their marketing strategies in the next few years. Facebook is one of the most common forms of social media. More high school students have Facebook and when I was applying for colleges I searched Facebook to see if those schools had any accounts. Social media marketing definitely helps to attract more prospective students.
DeleteI agree with your statement, I too preferred researching colleges on my own rather than letting them bombard me with emails. The key point in your argument, I think, is that prospective college students need an unbiased source of information. A college that recruits through social media heavily might not have that much credibility and students know that. The trend is too large to ignore however and I agree that almost every school needs to have an social media presence in order to be competitive in the admissions process.
DeleteAfter reading the blog topic, I decided to log in to Facebook, to see what exactly pops up when I search The College of New Jersey. The page right now, features photos of campus, articles about news on campus, and has 11,157 likes. Currently, the Facebook page is geared towards current students, and alumni, who have experienced TCNJ. If I were a prospective high school junior, on my college search, I would not find the Facebook page very helpful at all. There is nothing on the page that states information I want to learn about such as the sports, clubs, and majors our college has to offer. There are also no application deadlines, or credentials that potential students need to get into the college. The information on the webpage is useless to prospective students. When I was applying to schools, I did not even think to look at the school’s Facebook page. Why? Because to me, the information I read on Facebook seemed irrelevant, and skewed. It would be very unlikely to find a negative respond, on TCNJ’s page. This is not because the school is perfect, but because the school manages the page, and has the power to delete harmful comments that would tarnish their image. When I was applying I went on a neutral websites such as Collegeboard, and Naviance to find useful, unbiased information, that I could apply.
ReplyDeleteIf I was applying currently, what does it matter to me, if TCNJ has 11,157 Facebook Likes? Sure, it may be useful to redesign the Facebook page, but I don’t believe that Social Media recruiting should be a position in the Admission Office. How exactly would the Social Media Recruiter for The College of New Jersey, go about recruiting? Is that person going to spend all day searching for high school students that live in New Jersey, and send them a friend request, or write on their Facebook wall? I understand the goal of this is to increase applicants to the college, however, by simply recruiting on Facebook, The College of New Jersey is practically begging for anyone to apply. Facebook does not supply a student’s GPA, SAT scores, or a high school baseball pitcher’s ERA. So what is exactly would the Social Media recruiter use as qualifications to recruit? With that in mind, if The College of New Jersey, decides to recruit through Facebook, they are providing the image that any student can apply, and that in turn downgrades the prestigious image The College of New Jersey has worked to create. While my argument specifically addresses TCNJ, it can also be applied to any other college or university.
I did the same thing when applying for school, I went straight to Collegeboard to information. Of course a college's Facebook page or any other web page is going to be biased. There should be outlets that are more professional and efficient for students to gather all the information they need before applying for schools. Maybe virtual tours online could be available for out of state students to look through if it is difficult to travel from somewhere far. The strategy for recruitment must be tailored to each specific college. If the recruitment is done correctly it might look like we are expanding and becoming more prestigious rather than begging for students to come.
DeleteI agree in the questioning of how would colleges use social media to better market their schools while keeping that prestigious image. While I still believe universities should use social media in order to reach prospective students, I still wonder how admissions offices would do this effectively. Hopefully that is what a full time social media worker will figure out. The worker can come with up many different social media marketing strategies in order to effectively reach the students
DeleteThe question of how effective recruiting would be via social media you bring up I couldn't agree with more. There are certain websites for athletes looking to play at the next level that contain statistics such as GPA and SAT scores. Facebook itself would have to create a feature for similar efforts in order to become an effective recruiting tool for schools, which is a bit of a stretch in my opinion.
DeleteI agree that a better designed TCNJ facebook page would not do much for the school. However, I think that most high school students know not to look on Facebook for reliable information about the school. Facebook would and is but a tool used for advertising the school. It is like any commercial on TV. You don't listen to all of the information that is provided on the commercial, but rather go online and do research yourself. Increased advertising on social media would only throw the schools name out there. I agree that there would be an increase in less than average applications, but I think that there would also be an increase in the above average students' applications that may have not considered TCNJ until they were told about it. I think this especially applies to TCNJ because it is more affordable than other schools but you still receive a great education. For that reason, I think the college would benefit from a focus in social media marketing.
DeleteFacebook and other forms and social media can be extremely beneficial in the recruitment process of potential students if used in the correct way. Using an example from my personal life, I will show an example of how it can be used. I transferred from a small school named Widener University just outside Philadelphia. When it came time to apply for schools, I applied to both schools that many people have heard such as Rutger's and Temple. I never even heard of Widener until one day I was sitting on Facebook and stumbled across their page. After further investigation I found that it was a school offering a quality education. If it wasn't for their social media presence, I never would of even applied. Social media can benefit a small school, like Widener, much more than a large name university.Take for instance a school many people have heard of like Harvard. They are very well known amongst potential students on a global basis so getting their name out there may seem to be a waste of time. Social media, in my opinion, wouldn't affect the number or even the quality of applicants applying to this school. It can not be forgotten that these large named schools do a great job of marketing themselves, but do not need a social media presence to do so. A smaller college or university can benefit much more than an UCLA or Ohio State.
ReplyDeleteI agree! I applied to small schools only because they had shown up on my news feed and looked like good schools to go to. In my opinion, a big school should have a Facebook just as a formality because everyone else has one, but it could actually generate applicants for smaller schools, and therefore should be more of a focus at smaller schools, perhaps being involved in their marketing plan.
DeleteI agree with both of you, that small schools can certainly benefit when joining social media. It can certainly get the college's name out, especially a college like TCNJ. Not many people know about TCNJ out of state, so social media can certainly be helpful in that area. However, it is hard to know whether social media truly has an affect on the number of applicants.
DeleteSteve Colonnello - I think you provide a very good example in favor of social media. I also believe social media should be used and could be very effective. It is important that it is used in the correct manner to attract student rather than annoying them. You provide a good point that it can be beneficial to smaller schools whose reputations are less known and need to get their name more known. For example The College of New Jersey was voted the number one business school in New Jersey, so informing this to potential students could have a huge benefit because this information would definitely attract many business school students.
DeleteSocial media is a more common form of communication for the younger generation such as high school and college students. I believe colleges should put more effort into using social media to connect to potential students to inform them of open houses, deadlines, and other admissions information. When I was a senior in high school, I followed colleges that I applied to on Facebook and Twitter to see if there were any new updates on admissions. It was a great way to get information about enrollment dates and accepted student days. I think colleges should have a formal marketing plan because it will attract more potential students to their college. Also when I applied for colleges, I tried looking for them on social networks but was unable to find some of them because they did not have any social media accounts. I believe that social media will be the primary method of marketing in the near future. However, not everyone has social media and may not receive information that those who do have social networks receive. Social media marketing and traditional marketing should go hand in hand. A majority of high school students are using social media more than anything else.
ReplyDeleteI agree with most of your post and think that's it's very well thought out and accurate. Social media is a critical marketing tool in today's world, especially if you're trying to reach the demographic of high school and college aged students. You provided first hand evidence that a college without a social media presence is less attractive to students than a college with one. Your point about not everyone having a social media account is the only point I would maybe argue with, because while everyone does not have a social media account, the vast majority of people today do have one. As you say though, traditional marketing can be used to compensate for this shortfall.
DeleteRenee Waldron- I couldn’t agree more, I used Facebook to find out information about some colleges I applied to. There were a number of questions I had about the school that were answered on the Facebook page. I found it so convenient to find answer on the page than to call the school and go through so many automated channels. I do think however, that there will be pros and cons with using the social media as a marketing method in the near future.
DeleteAs a whole, this country has been moving away from personal face-to-face connections and this is just another example of this. It has been four years since I went through the college selection process, but for me, meeting the TCNJ reps at a college fair was intimidating and exciting. Also, speaking from experience, I saw my acceptance online before the letter came and it really took away from the excitement that surrounds getting the letter in the mail and reading “Congratulations!” I do think that Facebook is important to an institution but I believe they shouldn't recruit from it. Facebook is not treated as a professional website by our generation. However, having a presence on a website that it so widely and often used by our generation is important. If an institution is going to focus its time on social media, perhaps choosing a website that is more professional, such as LinkedIn, should be more important. It also makes me uncomfortable that TCNJ or any college could potentially see the page that I created for my friends and not my professional one. While I don't post inappropriate things, some people do and the fact that their decision could hang in the balance because of something they posted five years ago is a little unforgiving for me. To sum up everything, I think institutions should have a presence on Facebook, but a small one and use a professional social media form for their recruiting.
ReplyDeleteAs I am reading more posts and letting the article "sink in", I really like that you pointed out how Facebook really is not a professional site for the use of our generation. This could be a big down fall when colleges are trying to recruit for students; the might not like what they see on Facebook pages. When you apply for a job, the employer might go on Facebook to see more about you. Students might be penalized by what they put on their Facebook page if colleges are starting to recruit for online. I am a fan of face to face connections and it is somewhat bothersome that our generation is pulling away from that. Maybe schools should use social media as a back up or enforcement when trying to find new students.
DeleteI like the fact that you brought up LinkedIn, which is also technically a social media website but one where people present themselves in a more professional manner. Personally, I want my social life and my school/professional life to be separate and LinkedIn is a great tool that utilizes Facebook’s networking features but in a more serious environment. I also agree that having a presence on Facebook is important due to its popularity and that only a minor one is necessary.
DeleteEvan Edelman - I agree with what you're saying. I don't think that colleges should have a huge presence on these websites. It could get pretty annoying. I also thought your LinkedIn idea was interesting but most high school students probably don't have a LinkedIn account, and if they did they probably never check it. But don't lose hope in our generation! I think we still like to talk in person for the most part. Which is why I think we should still have those face to face kinds of recruitment in addition to whatever is being done online.
DeleteIn this day and age, it's no longer excusable for a business not to have a social media presence. Colleges in particular should have a dedicated social media analyst. Their primary customers, teenagers who are looking at colleges, all have Facebook accounts, with few exceptions. Facebook and other social media are excellent tools to help colleges reach their target audiences and provide useful information. However, they should not be overbearing about it. Personally, I believe that if a college needs to market themselves too much, then they're not a very respected institution. Having an active and well-maintained Facebook page with a staff that's ready to respond to any questions students might have is all that is needed. It is easy to quantify the benefits of having a Facebook page or a twitter account, because the number of likes or followers you have is publicly visible, and as a business, you know you are reaching everyone who has liked or followed your page.
ReplyDeleteFrederick Zhao - I completely agree that the various types of social media are excellent tools to help colleges reach their target audiences and provide useful information such as individual experiences and statistics. I know that when I was applying to colleges, I would have greatly appreciated a social media site showcasing events, important information, and personal experiences to help me attain a stronger interest in the schools.
DeleteI agree that colleges should try to avoid being overbearing when recruiting through Facebook. I know that if a recruiter from a college reached out to me individually using Facebook, I would immediately assume they were desperate for applicants and, as you said, not from a well-respected institution. I also agree that having a Facebook page that is equipped to readily answer any questions posted would be a great resource for potential students.
DeleteFrederick Zhao - I believe that universities should start using social media because it would be an excellent way for the admissions office to reach out to students that are currently applying to schools and also for those that have already been accepted. In addition, students applying would be able to learn about experiences shared by others and follow up on college events. There are a ton of students that use various types of social media and therefore, it would be best for universities to take advantage of that fact. Back in high school, I took AP Statistics and worked on a project regarding the popularity and use of social media. Through surveying a random sample of approximately 200 students, it was clear to say that the use of social media was strongly prevalent. I am sure that many students would generally research about a school before applying. When I was applying for colleges, I would have enjoyed and greatly appreciated a social media site such as a blog to showcase the experiences of current students, further helping me attain a stronger interest in TCNJ. Social media can reach out and help students achieve a greater understanding and interest in attending the schools they are applying to. More social media marketing plans will ultimately result in a greater amount of applications received and student interest in the school will substantially rise as well. However, traditional marketing strategies are still very important since not every student has or has the access to social media. Therefore, it would not be wise for an admissions office to offer social media recruitment as a full time job.
ReplyDeleteYou hinted at some very good points in your statement. I agree with the overall conclusion that colleges shouldn't full time recruit over social media sites. However you had some interesting ideas regarding the different ways social media can be used as a tool in the application process. Specifically having a blog that allows current students or past students to post about the college is a great idea. It allows prospective students to meet future classmates and get excited about attending the school even before making their decision. Like you said if an admissions office has a well developed social media outlet it will eventually lead to more popularity for the college and in turn more applications.
DeleteUpon reading your review, I saw many points that i agreed with. Mainly, one that social media is a widely used throughout our generation and that it would be an efficient way to contact us. Also if we had particular questions by having a social media site, more people could benefit from it as the answers would be there for everyone to see. Also, it would save times the administrators as they would no longer have to answer to repeat questions. Lastly, I also appreciated how to said that many people also don't have access to social media sites, so one should not invest entirely into social media and forget the old, conventional way of marketing.
DeleteSocial media has become a prevalent part of today’s society, colleges and universities have started to take part, as a way to connect with potential students. With so many people on social media it is believed that it would be a good way to use social media marketing, as a way to recruit students. However, I believe that although social media can potentially market a college to a wider range of potential student, the traditional methods are still much better. I believe that social media will soon be part of college admissions but I don’t think it should be used in the recruiting process, but instead be used as a way to inform interested students. It should be used as a way to inform the students of important dates or events since only people who truly are interested in the college will want such information. Also its going to be hard to recruit students on social media such as Facebook, since the colleges would only want students that fulfill certain requirements. Unless it becomes possible to figure out what students are like based on their Facebook page, there is no point of wasting time looking at all potential students. It is also a good way to have questions answered in a timely way. Also, when I was choosing what colleges to apply to I didn’t look at any of the colleges that were advertised, and I didn’t go on social media. Instead I choose colleges based on college fairs, Naviance, and researching online. I did this so there wouldn’t be any biased information, since many social media pages are managed by the school itself which can lead to skewed information. Social media is defiantly going to be a good marketing strategy, but I believe that colleges and universities should not spend a large amount of time on Facebook, and keep using the traditional method of recruiting.
ReplyDeleteI agree with your view of the colleges use of social media sites. By using them only for informing students rather than to recruit students it would not violate any privacy of Facebook and other social media sites. Also, by using to to inform students it would save money on the amount of staff to answer questions by students and it would be a quick and convenient way for all parities involved. This would also allow the school to save money in the process. However, I do not think it would be a site that is difficult to maintain so it would not require a full time job to operate.
DeleteI also believe that the social media presence has little to do with the college application process. People generally do not find out about a potential college through social media. Instead, I believe that it is a good resource to have in addition to other forms of advertising (you had mentioned recruiters). The social media page could add to a schools value, but I do not think that it will attract anybody who has never heard of the school.
DeleteWhile social media is becoming a lot more prevalent in today’s technology based culture I don’t think too many resources should be used on expanding the program. As a supplement to customary admission tactics social media fits in really well. It allows students to organize and sample the type of people they will eventually go to school with. If a school has a well maintained, neat and organized Facebook page it will allow for better communication between the admissions office and the prospective students. Now while it is becoming absolutely necessary to have a social media outlet specifically for admissions I don’t think you can ignore the more conventional methods. The social media craze is starting to die down a bit; less and less teenagers are using Facebook due to an increase in parental use. I knew a lot of people who would change their names on social media sites in order to dissuade potential colleges and employers from seeing their profile. Giving students the option to interact with the admissions office online is a great idea but colleges shouldn’t actively seek out and recruit students over these sites. I believe that a lot of people wouldn’t be comfortable with their social media profiles turning into a target for hundreds of colleges. As long as colleges stay conscious of the changes that are happening in the social media trend and don’t become overbearing they can use this new tool in an effective manner.
ReplyDeleteI agree with you when you say that a lot of people wouldn't be comfortable with with potential universities and employers from seeing their profiles. Facebook is meant for a social use like connecting with friends, and there are professional sites such as LinkedIn that are used to connect people with employers. Although, the social media craze is starting to slow, as you pointed out there are only a few people that I know that do not use social media.
DeleteFirst of all, I agree that colleges and universities should absolutely have a presence in social media websites. Personally I follow a few TCNJ groups and pages on Facebook and I feel it’s a great way to stay connected to the TCNJ community. But as for colleges reaching out to potential students individually, I think it’s a bit too personal. For example, a few months ago an alumni event coordinator personally messaged all of the alumni from my class inviting us to a “Young Alumni Root Beer Pong Tournament.” I brought this up with a few friends of mine and we all thought it was a little strange and trying too hard to be hip. While this is different from a college contacting someone with the intention of recruitment, the idea is still similar. I would also feel uncomfortable with someone from a college messaging me and potentially looking at my profile. Facebook is a place for me to stay connected to my friends, not concern myself with how I may come across to a prospective school. Emails work fine for this purpose and seem much less invasive. For this reason I find it unnecessary for schools to enact a formal marketing plan dedicated to recruiting through social media. Fan pages students can follow and get information are a great idea but making status updates on such a page shouldn’t require a full time position.
ReplyDeleteI agree with you that Social Media should only be used by colleges and universities to a certain extent. For the sole purpose of informing students such as a fan page, as we are aware that student don't necessarily present themselves in a serious manner on social media rather embracing a more relaxed attitude because it's for their friends to see, not Admission offices and business executives.
DeleteChristina Madsen - In today's "Information Age" I believe it is becoming increasingly more prevalent that businesses and colleges focus their marketing strategies toward social media. Since most social media users are young people such as high school and college students, I believe that it is important to take advantage of social media in recruiting prospective students. As a smaller college, I think that social media is essential to branding our school and making it more well-known, especially outside of New Jersey. For example, I have been asked several times where I go to college, only to be given a very puzzled look or people think that I am referring to Rutgers. I believe that TCNJ admissions could use social media to get the word out there about our school so that our name becomes more recognizable. Unlike more traditional marketing strategies, social media is a great way to reach out to the perspective students themselves and create a buzz. If schools had a reliable and well-run social media site such as Facebook and Twitter, it could build a relationship and get future students excited about applying. Social media is a more interactive way of communication, which allows businesses (in this case colleges) to find out exactly what customers (applicants) want. For example, TCNJ's admissions Facebook page could ask what college applicants look for when applying to colleges. Then, TCNJ could focus on the areas students find most important in their decision, such as scenery or academic reputation. I also think that if implemented properly, social media could reduce costs and improve customer satisfaction. One way of measuring how effective social media campaigns are is by asking all applicants to answer the question, "How did you hear about us?" on the application. This way TCNJ could gage which marketing is working the best. I also think it is essential that there be someone that focuses entirely on social media in the admissions department since if used properly, The College could benefit significantly. I think TCNJ's Facebook page should post updates on open houses, how to apply, and other information that future students would be interested in.
ReplyDeleteI completely agree that social media can be beneficial for smaller schools such as TCNJ. Social media can be used to advertise our school to a greater audience and attract prospective students. The point you made about asking what students look for in a college is great and could really help TCNJ and other colleges pinpoint what they should be advertising on their social media pages. Facebook and Twitter really are the most prominent venues of social media. I also agree that there should be a designated person involved with social media for colleges and universities.
DeleteOlivia Deering - I think that it would be in the best interest of all colleges to put serious, concentrated effort into their social media presences. Making information about the school and events for prospective students more easily available only has the potential to boost the number of yearly applicants. Not being a big user of social media and having only applied to schools within driving distance of my home, I can't claim that this type of marketing influenced my decision to come to TCNJ in any way. However, I doubt that this is true of the majority of the school's potential customers. As such, it only makes sense to market TCNJ in the way that makes information accessible to the largest number of people possible. While creating a full time position for social media marketing at the college might seem like a big expense, I feel that it's worth it if it means reaching out to a larger population of prospective students. Not having such a position may already be costing TCNJ customers.
ReplyDeleteSteve Colonnello - I agree with your stance on this issue. I think there should be a full time position in charge of the social media at The College of New Jersey. Social media is growing and the majority of potential customers use social media daily. The college could be at a disadvantage right now by not having a full time position in charge of social media. Even if the college hires someone to be in charge of the social media and it’s not worth the money, they could get rid of the position and wouldn’t lose too much money. I don’t see there to be a big risk in hiring a full time position when the reward could be very worthwhile.
DeleteAs our culture continue to become more dependent on technology, I believe that social media has formed a new bridge between universities and students. I feel its appropriate that colleges use social media as a recruitment tool to strengthen there brand and expand there target markets. Prior to a TCNJ representative coming to my high school for a college tour I had no previous knowledge of TCNJ existence. With that said, the usage of social media can prove to be beneficial to both the school and student, Students become more aware of schools that are not as recognizable as Ivy Leagues, or State Universities. Also, universities can expand to further geographic horizons for students. From a business perspective, admission offices must be willing to adapt and adjust to the changing landscape of recruiting the brightest students for the sake of competition. Social media is being heavily integrated into many successful marketing plan, as a another form of communication I believe Universities would be wise to use it to their advantage.
ReplyDeleteI like your idea of using social media as a way of expanding a colleges range of influence; Most small state, and private schools are looking gather a larger interest base from students from different regions of our country, and other countries. Most admissions offices, I believe, would find this approach to social media very appealing.
DeleteRenee Waldron- Due to the rapid growth of technology in this Information Age I agree with the idea of Universities using socials sites as a recruiting tool. Firstly, because the target audience are teens who are most times “tech-savvy”. As a college student myself I know how easier it is to stay connected with events via Facebook rather than receiving mail about it. Personally, I had little or no prior knowledge of two colleges I applied to however, my guidance counselor told me that they were on Facebook and when I looked at the school’s page the amount of information I received was astounding. The Facebook page did not only tell me about the school but students gave personal experiences which established common ground. Now, that I am in college staying up to date with events that happen at TCNJ is a breeze. Being updated range from the Facebook page to e-mails that go straight to my phone so I am always in-sync. In conclusion, there are many advantages with having schools link to social networks and keeping track of what happens on campus is just one of them.
ReplyDeleteWhile I agree that college students are mostly "tech-savvy" today, there are still some that still don't have Facebook or other social media sites. Some people still don't have smart phones in which they can surf social media, so for those people it would be harder to stay up to date. Mostly when I was surfing for colleges I mainly went on the college's main website, while sometimes going on Facebook for more information about upcoming events and other things. Still, not everyone has it yet and I would still prefer the traditional marketing method.
DeleteKevin Rafferty- I think the important thing to remember in this situation is that although social media may be a great tool for some to connect to colleges and universities, it should always be only another option. Some students do not want or have access to social media, so colleges should never make it mandatory or put students without social media at a disadvantage as far as access to information goes.
DeleteRishi Pimpariya- Over the last few decades, technological advancements have been increasing at an astonishing rate. Businesses constantly apply new technology in efforts to become more efficient and profitable. As a result, Social Media has become a titular cornerstone of the 21st century. As a currently enrolled college student, I can say with confidence that I would have preferred it if colleges had reached out to me via popular social media as opposed to currently employed methods of recruitment. While I can’t say with any degree of certainty whether or not a full-time position is required, I believe that it is an avenue that may be necessary in the near future. Likewise, a formal marketing plan may be forgone in favor of a more fluid, free-flowing course of action, capable of adapting to an ever-changing, ever-evolving market that is as revolutionary as the generation that it appeals to. One potential issue that the newly developing Social Media Market may face in the future hinges on the preferences of certain incoming and current students feeling like their privacy is being violated by the constant thought of potential college recruiters viewing social media profiles at any time; social media has become notorious as an avenue of personal expression, and certain college hopefuls may fear the possibility of their personal lives, as expressed via social media such as Facebook, negatively impacting their chances of being accepted into institutions of higher education. The future of social media in business marketing is currently up in the air, with businesses and institutions of learning opening their horizons to encompass this new age of technology. The possibilities are limitless; as technology advances, so too do the possibility of new markets arising to meet the needs of a rapidly changing world.
ReplyDeleteI agree with you completely on this. If social media does become a marketing campaign, then there will be some risks involved. Like you stated, privacy would become a big issue, especially in an age in which mostly everyone posts things online. A student could be so easily be rejected from colleges solely on what is online and not what is on their applications. While a social media marketing plan is definitely on the horizon, it doesn't seem like it will be launched yet because of the issues that are currently facing it.
DeleteI agree with you completely. Social media is a boon for any marketer as it allows easy access into the lives of potential customers. It is also extremely easy for college bound students to browse through the different ads, and notifications that colleges can, and will post on numerous social media outlets. The only problem is that social media can become a annoyance for potential students as well since students will feel as if every post might be watched by a college, and they might feel as if their privacy is being invaded.
DeleteKevin Rafferty- I agree with your point that college participation in social media can interfere with people's private lives. Personally I do not like the idea that colleges will look at my facebook page and judge me based on what they might see there instead of my credentials, because the college employee viewing your facebook or twitter may have bias that can hurt or harm students in that process. Therefore I think it should not be used to evaluate students during the application process.
DeleteTCNJ, as well as other colleges, are businesses. While I do believe it is important to have a presence on social media, I do not think that school admissions pages are what potential students are interested in. Successful advertising is extremely focused and aggressive. Companies are able to attract customers because they show exactly what their products or services do. A school admissions page would not be able to successfully convey the nuances that the students would be looking for. There are many examples of questions potential students would want to know that would never be answered on a school social media page. Real questions potential students may want answered are things relating to parties, friends, and the surrounding area. While it may be great that the school points out how nice their library is, the incoming freshman may not be too interested in that aspect of the school. Because the school for obvious reasons would never associate itself with those type of activities, the school's social media presence may appear to be more of an annoyance on one's news feed than anything else. In this age of technology, schools obviously need to be on these networks, but they should not be too concerned about their presence because it has little impact on a potential student's college decision. It is hard to determine whether or not the social media strategy works, but the school could add a section on its application of where the applicant first heard about the school.
ReplyDeletePeter Kennedy -
DeleteVin, you make a very good point. College run social media profiles are limited on what they can say and do. They have to keep up a good reputation in the eye of the public as well as please students. Those two tasks do not always coincide. A lot of the information posted by college admission offices while important sometimes, is not on a teenagers priority list. Finding the balance of not overwhelming a students timeline and being nonexistent is very important. Judging how affective the social media accounts are is a very difficult task but disregarding that, I believe it is still worth it to have these accounts and do what you can to reach out to the prospective and current students.
Christina Madsen - Vinny, although I do agree that social media may not be able to answer all the questions and concerns prospective students may have, I have to disagree with you when you say that schools should not be too concerned with their social media presence. It seems as though you may be looking at this from the point of view of students that have already applied and are deciding on attending. I look at social media marketing from another point of view. I think that a greater social media presence has the potential to get the attention of more people that would not have heard of our school if it were not for social media presence. So I can relate when you say that social media may not have much influence on a student's decision to go to a school, but I believe social media could benefit colleges by attracting more people to apply and creating a more recognizable name for schools.
DeletePeter Kennedy - Social media cites definitely deserve their place in college admission processes. High School and College students use Facebook and twitter more than any other age group. Colleges can use this platform to reach out to these people and give information. Many people of the High School / College generation get their news from cites like twitter and facebook so why not learn about colleges through it as well. That being said, I don't think social media calls for a full-time position but should be attacked by multiple workers and updated throughout time when needed. Many workers should have access and the ability to make posts and create a buzz as they see fit. One problem is, teens don't always want colleges to have access to their social media profiles because they don't want anything to be held against them for example inappropriate pictures. Students are often torn because they appreciate updates and information they learn from social media cites but do not want to feel like they're being watched by a college online. Other than that one issue I believe the use of social media in the college admissions process is a positive aspect.
ReplyDeleteYou're definitely accurate by saying that High School and College students make extensive use of social media, and that using social media is a great way to reach them. However, I do disagree when you say that a social media manager isn't a full time position. There are always ways to optimize a business's use of social media, and it's worth having a dedicated specialist. If you're not going to open a new position for a social media manager, then the people you have filling in the role are most likely marketing people who aren't familiar with the medium.
DeleteEvan Edelman - I think social media and college admissions could be a decently good mix. I definitely think that college admissions should not reach out to students though. Nobody likes being advertised to on those kinds of websites. Any student or any human being with any internet experience would completely ignore an advertisement, especially on a social media website. If admissions is thinking of messaging students but using a personal flare, like “Hi Evan, this is TCNJ lol. Just wondering what you’re up to…” or anything like that, I think it would be a bad idea. It comes off as desperate, and desperate = bad. I think colleges should have informative pages on these social media websites where they can answer questions posed by potential students. A staff member could respond to these questions. However, I don’t think that social media websites could make that much of a difference. It’s probably much more important to have a well made, easy to use website than to be social media savvy. I think what’s most important to take away is that social media can provide potential students with a convenient way of getting questions answered by a reputable source.
ReplyDeletePat Roberts - Great point Evan! You are a mastermind! An artist in the field of observation making! A regular hero to all you will ever meet!
DeleteThe use of social media in any form of business, I believe, can be seen as a double edged sword. At first glance we see it as a easy platform for marketing as it allows for easy access for consumers to information, as well as an access point to a large number of potential buyers. The convenience of social media is also it's downfall as one must relinquish a certain amount of privacy to take full advantage of the social media medium. When we apply it to a school setting yes social media can be used to contact interested students, and to reach out to students who might not know about the school, but it also requires that those students join the schools social media network, and allow the school to integrate itself into a person's own social media hub. I think this issue of privacy is a very big problem, and must be dealt with before it is implemented on a large scale in any admissions office as students might be scared away by this tactic.
ReplyDeleteMina Himaia- I agree that their are positives and negatives to social media being added to the admissions process. It is a great way to reach out to students in a surrounding that is not formal and comfortable for them. however, I agree that it does mean relinquishing a decent amount of privacy. The school is then able to see posts and pictures that the student may not have wanted viewed. The school needs to be careful on how they implement the idea.
DeletePatrick Roberts-- The rise and popularity of social media over the past 5 years has enabled colleges around the globe to use websites such as Facebook and Twitter to communicate with their students. With our generation using social media more than any other generation, college admissions offices should begin to use such websites to their advantage. Social media websites like Facebook are a great way for colleges to relay pertinent information to the student body as a whole. Although using social media seems like a great way for colleges to communicate with their students, many students feel otherwise. Students feel as if their privacy is being invaded when colleges can freely roam their social media accounts. However, this is not the case. Colleges can not view any information that you do not want allow them to view. With this being said, i believe admissions offices should utilize social media websites as another tool when communicating with students
ReplyDeleteKevin Rafferty- I have mixed feeling on the usage of social media in the application process.I think that it is okay for colleges to create a facebook page or twitter account that prospective applicants can choose to follow if they want to. This could be very helpful in notifying these students of dates and events, which benefits both the students and the Universities in question, because teenagers generally check their social media more often than their email. However, I do not think that colleges should be allowed to push advertising on high school students by sending them unwanted mail or notifications on social media. When I was applying for colleges, I got hundreds of unwanted emails from colleges, and to be bombarded with that on social media as well would have been unnerving and annoying for me. Therefore I think that social media can be a great tool for colleges if used correctly and politely, and not pushing and forcing their advertising onto students.
ReplyDeleteOlivia Deering - This is a good point Kevin, as no one wants to be bombarded with advertisements while doing something recreational. If not organized properly, advertising through social media could be completely counterproductive by alienating prospective students. Perhaps schools should only reach out to students on websites like Zinch, focusing their presence on less specialized sites on providing updated information to interested students to view at their convenience.
DeleteSince many of you have stated that you don't like the idea of colleges looking at your Facebook pages I wondered how you would feel about this one.
ReplyDeletehttp://mobile.nytimes.com/2013/11/10/business/they-loved-your-gpa-then-they-saw-your-tweets.html
In short, a college denied an applicant after viewing her Tweets.
Steve Colonnello - I think there is a bright future for social media marketing used by admissions. Social media will continue to grow and admissions can use this to their benefit. The majority of high school and college students use social media sites such as Facebook and Twitter on a daily basis. An older demographic is also growing on social media. This demographic includes parents looking for the right college for their child. If social media marketing by admissions is done in an effective manner, it has the ability to market to potential students on a daily basis. It can also market to the parents who are usually a student’s biggest influence on which college they select and usually the ones paying the college bills. Admissions can market to the parents of potential students on a daily basis. They can use marketing to the parents to get the student interested in their school. The manner in which the college uses social media is very important. They have to be effective without being overbearing or annoying to the customer. No one wants to get unwanted messages and notifications every day from the college. Facebook groups that customers can join are very effective marketing tools used through social media. It helps students get important updates and feel connected throughout the admission process and years at the school. The biggest challenge for admissions is going to be their initial plan to reach out to the customer. If a college sent me a Facebook notification I would probably ignore it or have a negative feel towards that school. But if the admissions can design an effective way to market and get students to take the time to look at their page and sign up, social media will be extremely effective. If The College of New Jersey sent me a message that stated they were voted the number one business school in New Jersey while looking for schools, I would definitely be interested and want to stay updated on the school through social media. It would have to market tailored to the student based on their wants and preferences instead of being generic and sending every student the same message. The messages would have to be intriguing and interesting to potential customer. This marketing would require more time and effort by admissions but would be effective and valuable.
ReplyDeleteMina Himaia- I think social media is a great way to reach out to future college students. I believe it is a way for the college to connect with students in a way that is comfortable to them. We've already started this even with our enrollment process. We use a "shopping cart" to hold our classes until we are ready to confirm we want them. Things like this keep people in a comfort zone because it is a familiar surrounding. In the same way the college can make future students comfortable by approaching them in their familiar surroundings such as twitter and facebook. Their is a fine line, however. The admissions does not want to rely fully on social media in order to gain students. It needs to establish what it will use to social media for. If an admissions office can do this effectively, it will be very successful.
ReplyDelete