Over the last 5-7 years, many Higher Education Intuitions have noticed the growth of social media networks and strategies have been developed to use this tool for various purposes. This tool has in fact become a game-changer throughout many Higher Education Intuitions and still isn’t the main source of marketing. According to the findings of the Students Online: Global Trends report, social media marketing still has a long way to go before it outruns the big dogs of the higher education marketing world.
Higher Education Intuitions worldwide have seen social media as a way to connect and reconnect with the community, friends, and alumni. This type of engagement will allow an intuition to keep everyone updated of the latest developments year round no matter what the person’s location. It will also entice potential donators to give back to the school, even though they aren’t the same location anymore. As you can see in the image above, it has been used to connect with people in for crisis management as well. Intuitions are getting the word out to everyone through emails, text, web site notifications, and posts on their social networks to let people know what is going at the school.
Kristen Convery, Director, Multimedia Content for The Ohio State University, shared how her team uses social media to improve alumni relationships and surpass advancement goals. A driver of their success has been their attitude of “always being in beta”; their alumni engagement strategy has improved over time in a constant cycle of listening and learning.
Social media is of the many recruiting tools that intuitions use to reach out and attract prospective students. Though this is the most used resource, universities are using this in conjunction with the traditional methods of communications such as: College Fairs, Mailing Advertisements, and Television Advertisements.
Juntae DeLane, the Digital Brand Manager at the University of Southern California, shared how described social media best practices for each stage of the digital marketing funnel: acquiring potential students, engaging with them, driving them to submit inquiries and applications, and finally converting them into enrollments.