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 professional schools.

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Social Media and Graduate Student Recruitment

  1. 1. 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
  2. 2. Getting Started
  3. 3. The “Groundswell”… http://www.forrester.com/Groundswell <ul><li>“ A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.” </li></ul><ul><ul><ul><li>Groundswell, Harvard Business Press, 2008 </li></ul></ul></ul><ul><li>What’s in the Groundswell… </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Rate My Professor </li></ul></ul><ul><ul><li>And a host of other sites </li></ul></ul>
  4. 4. Do you agree? <ul><li>Question… </li></ul><ul><ul><li>“ 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) </li></ul></ul><ul><li>Answer #1… </li></ul><ul><ul><li>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.” </li></ul></ul><ul><li>Answer #2… </li></ul><ul><ul><li>rachelreuben @ HighEdMarketing “I'd argue it's more about the volume & quality of conversation & interaction than # of fans.” </li></ul></ul>
  5. 5. Online adults in the United States… Data from Forrester Research Technographics® surveys, 2009 <ul><li>How people 25 to 34 and 35-44 use social media </li></ul><ul><ul><li>Creators…. 32% and..... 23% </li></ul></ul><ul><ul><li>Critics……… 45% and….. 34% </li></ul></ul><ul><ul><li>Collectors… 26% and….. 20% </li></ul></ul><ul><ul><li>Joiners…… 70% and….. 54% </li></ul></ul><ul><ul><li>Spectators… 79% and….. 73% </li></ul></ul><ul><ul><li>Inactives…… 10% and….. 17% </li></ul></ul><ul><ul><ul><li>Groups overlap… thus the high total percent </li></ul></ul></ul>
  6. 6. Is “Social Media” a marketing tool? <ul><li>Yes… </li></ul><ul><ul><li>But not a direct sales/recruitment tool </li></ul></ul><ul><ul><li>Social media allow potential students to listen to people talk about their experience with you </li></ul></ul><ul><ul><li>Social media allows people to ask questions about the value of your degree and get “experience answers” from your students </li></ul></ul><ul><ul><li>You can’t escape social media discussions </li></ul></ul><ul><ul><li>You can monitor and influence them </li></ul></ul>
  7. 7. Social Media traffic… July 10, 2010 http://www.hitwise.com/resources/data-center.php <ul><li>1. Facebook… 55.64% </li></ul><ul><li>2. YouTube… 16.80% </li></ul><ul><li>3. MySpace… 10.75% </li></ul><ul><li>4. Twitter… 1.17% </li></ul><ul><li>5. Yahoo! Answers… .92% </li></ul><ul><li>6.Tagged… .91% </li></ul><ul><li>7. myYearbook… .68% </li></ul><ul><li>8. Windows Live Home… .41% </li></ul><ul><li>9. Mylife… 0.36% </li></ul><ul><li>10. MocoSpace… 0.35% </li></ul><ul><li>15. LinkedIn… .20% </li></ul>
  8. 8. To make social media work… <ul><li>Clear responsibility to someone… </li></ul><ul><li>Update frequently </li></ul><ul><li>Monitor what’s happening </li></ul><ul><li>Beware of censorship </li></ul><ul><li>Prominent links from official website </li></ul><ul><li>Monthly activity reports </li></ul><ul><ul><li>Participation rate </li></ul></ul><ul><ul><li>Topics of interest </li></ul></ul>
  9. 9. 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.”
  10. 10. Centered on the home page… http://www.phoenix.edu/
  11. 11. From the home page link… http://www.phoenix.edu/students/online_communities.html
  12. 12. 77 Facebook pages…
  13. 13. The primary page… 47,292 liking it
  14. 14. Active “Discussions” page…
  15. 15. Complaints about faculty… OK
  16. 16. Twitter… 3,375 followers
  17. 17. LinkedIn for alumni… 7,457 members
  18. 18. YouTube: 2,007 subscribers
  19. 19. Case Study: University of Texas
  20. 20. School of Business… 1,877 “like” it http://www.facebook.com/#!/UTMcCombsSchool?ref=ts
  21. 21. Facebook Alumni site… 1,318 “like” it http://www.facebook.com/#!/McCombsBBAAlumni
  22. 22. MBA class of 2010… not very active http://bit.ly/cmjKfT
  23. 23. “ Walled garden” on Facebook? http://bit.ly/9xRUsM
  24. 24. School of Business… 3,346 followers http://twitter.com/utexasmccombs
  25. 25. Business alumni… 593 followers https://twitter.com/UTMcCombsAlumni
  26. 26. YouTube by school… silly? http://www.youtube.com/watch?v=ERImtzXb5oI
  27. 27. YouTube by school… serious? http://www.youtube.com/watch?v=UeBIWydpzho
  28. 28. You can’t control… What others say about you…
  29. 29. No control… 3,968 views, 205 comments http://www.youtube.com/watch?v=OiqVhshLmQk
  30. 30. No control… 323 reviews http://www.guidetoonlineschools.com/online-reviews/university-of-phoenix
  31. 31. No one is immune… 13 NYU reviews http://www.viewpoints.com/New-York-University-reviews
  32. 32. Rate My Professor… http://www.ratemyprofessors.com/
  33. 33. Rate My Professor expands… http://twitter.com/ratemyprofessor/......
  34. 34. Stay up to date…
  35. 35. Groundswell blog… http://blogs.forrester.com/groundswell/
  36. 36. Dave Evan’s Blog… http://www.readthis.com/
  37. 37. Pew Internet research reports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
  38. 38. 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

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