The document discusses using social media for student recruitment, engagement, and retention in higher education. It notes that the economy has influenced where students apply to college and that perceived quality, course variety, academic facilities, graduation employment rates, and graduation rates are important factors for students. It advocates using social media like Facebook, Twitter, and blogs to foster student engagement, provide timely information, and create two-way interaction. Measuring engagement and using social media for ongoing connection and marketing efforts can help with enrollment, retention, and supporting the university brand and reputation.

1. Jessica Krywosa Director of Web Communication Suffolk University

2. The Problem Social Media Use Applications for Outcomes Image = http://www.gigathoughts.com

3. Part I:

4. “ Two-thirds of prospective applicants said the economy had “greatly” or “somewhat” influenced their decision about where to apply to college...” “ The Economy and College Choice”, The Chronicle of Higher Education.

5. “… .perceived quality. The most important factor was the variety of courses in fields of interest, followed by the strength and availability of academic facilities, the percentage of graduates employed after graduation, and graduation rates. ”

9. Belmont BYU University of Illinois Notre Dame Utah State Villanova Wofford Who Graduates?

11. Image = http://online.etbu.edu/admissions/tuition-information/ Students = Revenue

12. Class of 2015

13. Class of 2015 Class of 2014, 2013, 2012, 2011

15. Decline in H.S. grad pop Large changes in demo Shrinking reliable primary markets Rise in non-traditional students Source: Noel-Levitz. (2010). Back to the Present: Strategic Enrollment Planning for the Coming Demographic Change. Coralville, Iowa: Author. Retrieved from http://www.noellevitz.com/camupswideissues.

16. Provide connection & transparent info through enrollment (yield) Listen, communicate & support during schooling (retention) Be clear re: info & processes, while retaining (graduation)

18. Part II:

19. Connection Sharing Support

20. More Time with Loved Ones Alleviate ‘repeat’ stories Instant Touch point/Check-in

21. Connection Sharing Support

22. Push Marketing New Channel, Old Content Don’t Listen, Can’t Respond Inability to Change

23. Foster Student Engagement Provide Timely Information Create Real Time, Two Way Interaction

24. Facebook Page or Group: ‘Class of’, Dept., Club Twitter Account: RSS Fed or Interactive Media Profiles: Groups or University Blogs – Policed or Transparent

25. http://saintagnesavon.files.wordpress.com/2010/01/landfill.jpg Social Media: Not a Dump

26. Part III (or ‘the good part’):

27. Should already be a measurement Student focused Real time interactions 24/7 Customer Service Connection/Engagement

28. http://www.gatech.edu/comm/images/splashMarketResearch.jpg Research First!

29. Remain Connected Continue Engagement Promote Visits Prompt Deposits Measure & Forecast

31. Engagement Academic Help/Rigor Financial Issues Measurement & Strategy Revision

33. Retain Through Graduation Provide Easy Path Build Brand Reputation Measurement & Ease of Process

37. Start with University Issues Support these via Dept. Goals Need Top Down Support Outcomes Support University Brand, Reputation and Revenue

38. Thanks! Jessica Krywosa Director of Web Communication Suffolk University @jesskry