Using Facebook in College Recruitment
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A New Research Report from DemandEngine
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Put the words ‘social’, Facebook, or Web 2.0 in the title of any higher education conference session and you are guaranteed a standing room only crowd. Leveraging social technologies to engage students is front and center for enrollment managers and marketers as they look to connect with hyper-connected students.
In our research though, colleges and universities are approaching the movement as a silver bullet, unfortunately applying the same recruitment marketing playbook that dates back to the late 70’s. Unwilling to consider social networking’s basic premises, schools today demonstrate their social skills like a first date that goes nowhere. Simply talking about yourself, while failing to listen to your date, has derailed many potential relationships.
We looked at 62 college and university Facebook profiles and asked prospective students about their experience. Some profiles were started by students, others sanctioned by the school. Discover our findings and recommendations in part 1 of our Socially Connected series.
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