Social Media and Graduate Student Recruitment
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Social Media and Graduate Student Recruitment

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Overview of how people use social media, followed by case studies from University of Phoenix and University of Texas - Austin, with emphasis on stronger recruitment results for graduate and ...

Overview of how people use social media, followed by case studies from University of Phoenix and University of Texas - Austin, with emphasis on stronger recruitment results for graduate and professional schools.

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    Social Media and Graduate Student Recruitment Social Media and Graduate Student Recruitment Presentation Transcript

    • Social Media and Graduate Student Recruitment ©Robert E. Johnson, Ph.D. 2010 Graduate Student Marketing Seminar Education Dynamics – Aslanian Conferences New York, N.Y. July 29 , 2010
    • Getting Started
    • The “Groundswell”… http://www.forrester.com/Groundswell
      • “ A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.”
          • Groundswell, Harvard Business Press, 2008
      • What’s in the Groundswell…
        • Facebook
        • YouTube
        • LinkedIn
        • Wikipedia
        • Rate My Professor
        • And a host of other sites
    • Do you agree?
      • Question…
        • “ If a school has 11,000 students and 319 FB fans now at official site, what fan level says FB is important for marcom?” (Asked on Twitter)
      • Answer #1…
        • moreheadstate @ HighEdMarketing “I'd say 2. Very little effort and that's two more people you are reaching. Also depends on what you are using it for.”
      • Answer #2…
        • rachelreuben @ HighEdMarketing “I'd argue it's more about the volume & quality of conversation & interaction than # of fans.”
    • Online adults in the United States… Data from Forrester Research Technographics® surveys, 2009
      • How people 25 to 34 and 35-44 use social media
        • Creators…. 32% and..... 23%
        • Critics……… 45% and….. 34%
        • Collectors… 26% and….. 20%
        • Joiners…… 70% and….. 54%
        • Spectators… 79% and….. 73%
        • Inactives…… 10% and….. 17%
          • Groups overlap… thus the high total percent
    • Is “Social Media” a marketing tool?
      • Yes…
        • But not a direct sales/recruitment tool
        • Social media allow potential students to listen to people talk about their experience with you
        • Social media allows people to ask questions about the value of your degree and get “experience answers” from your students
        • You can’t escape social media discussions
        • You can monitor and influence them
    • Social Media traffic… July 10, 2010 http://www.hitwise.com/resources/data-center.php
      • 1. Facebook… 55.64%
      • 2. YouTube… 16.80%
      • 3. MySpace… 10.75%
      • 4. Twitter… 1.17%
      • 5. Yahoo! Answers… .92%
      • 6.Tagged… .91%
      • 7. myYearbook… .68%
      • 8. Windows Live Home… .41%
      • 9. Mylife… 0.36%
      • 10. MocoSpace… 0.35%
      • 15. LinkedIn… .20%
    • To make social media work…
      • Clear responsibility to someone…
      • Update frequently
      • Monitor what’s happening
      • Beware of censorship
      • Prominent links from official website
      • Monthly activity reports
        • Participation rate
        • Topics of interest
    • Case Study: University of Phoenix Build online communities that allow current and future students to… “ interact, keep up with and explore the world of University of Phoenix.”
    • Centered on the home page… http://www.phoenix.edu/
    • From the home page link… http://www.phoenix.edu/students/online_communities.html
    • 77 Facebook pages…
    • The primary page… 47,292 liking it
    • Active “Discussions” page…
    • Complaints about faculty… OK
    • Twitter… 3,375 followers
    • LinkedIn for alumni… 7,457 members
    • YouTube: 2,007 subscribers
    • Case Study: University of Texas
    • School of Business… 1,877 “like” it http://www.facebook.com/#!/UTMcCombsSchool?ref=ts
    • Facebook Alumni site… 1,318 “like” it http://www.facebook.com/#!/McCombsBBAAlumni
    • MBA class of 2010… not very active http://bit.ly/cmjKfT
    • “ Walled garden” on Facebook? http://bit.ly/9xRUsM
    • School of Business… 3,346 followers http://twitter.com/utexasmccombs
    • Business alumni… 593 followers https://twitter.com/UTMcCombsAlumni
    • YouTube by school… silly? http://www.youtube.com/watch?v=ERImtzXb5oI
    • YouTube by school… serious? http://www.youtube.com/watch?v=UeBIWydpzho
    • You can’t control… What others say about you…
    • No control… 3,968 views, 205 comments http://www.youtube.com/watch?v=OiqVhshLmQk
    • No control… 323 reviews http://www.guidetoonlineschools.com/online-reviews/university-of-phoenix
    • No one is immune… 13 NYU reviews http://www.viewpoints.com/New-York-University-reviews
    • Rate My Professor… http://www.ratemyprofessors.com/
    • Rate My Professor expands… http://twitter.com/ratemyprofessor/......
    • Stay up to date…
    • Groundswell blog… http://blogs.forrester.com/groundswell/
    • Dave Evan’s Blog… http://www.readthis.com/
    • Pew Internet research reports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
    • Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com