Many people are skeptic of social media in higher education. We beg to differ. The issue is that most colleges implement a social media strategy to engage prospective students, and more often than not, fail to see the return on their investment. Why? Students are not willing to engage with institutions so early in the student lifecycle. The search phase of the college decision-making process is reserved for information gathering to discover which colleges provide the best academic and economic fit.
Does this university have my major? Can I afford to attend this school?
When researching colleges, three out of four high school students seek information on college review and scholarship sites and find the information more useful than on social media sites. So where does social media fit in your enrollment management strategy?
Social media is most impactful once students have been accepted to institutions. Rather than dividing their attention across multiple institutions, admitted students are able to connect and engage with the two to three institutions they are most interested in. During the choice phase of the college decision-making process, students are open to engaging with institutions to determine which would provide the best social fit. Oftentimes, that means using social media networks to connect with other admitted students at your school.
Will I make friends at this college?
Schools App offers an ease-of-use where admitted students can create their own online community, establish friendships to manage anxiety about the transition to college and engage admissions staff when they need information to help make their decision. As digital natives, most teens make friends through social media, and it’s these relationships that strongly influence college choice and success. By building a network of friends, many students feel connected to your institution even before they arrive, a critical first step to bridge the social gap and advance enrollment and retention on campus.
Join us next Thursday, September 24th as we discuss how social engagement metrics can be integrated into your CRM to provide a more robust student profile and help meet your enrollment management needs.