#BeyondtheHashtag Using Social Media for Free Marketing for Small Colleges Presented by: Travis Hinkle, West Liberty University With collaboration by: Leah Ripley, West Virginia Wesleyan College
The impact of social media in student enrollment decisions 68% of college students reported using social media to influence their enrollment decision
Social Media Platforms “Just because you can be, doesn’t mean you should be.”
WHERE CAN YOU MAKE AN IMPACT?
Usage in WV Institutions Ripley, 2014
Usage Among College-age Students Schweiki Media, 2014
Informative v. Annoying How often should you post on Social Media? Too few or too many posts can cause your audience to lose interest
Posting Frequency Facebook : Low volume / high value (quality v. quantity) 3-10 posts per week Twitter : High volume / low value 3 - ? YouTube: Low volume / high value 1-4 new uploads per month Instagram : High volume / High Value 2-3 posts per week LinkedIn : Low Volume / High Value 2-5 updates per week Pinterest High volume / High value 5-10 posts per day Too much or too little can mean loss in followers
Admissions Accounts Facebook 77% Twitter 69% Instagram 23% YouTube 23% Flickr 15% Pinterest < 1% Ripley, 2014
PROS Recruitment specific content Content stays relevant Increased connections to weak ties Admissions Accounts CONS More work Requires extra man power Unnecessary if institution’s OSM page is adequate Invasive approach Admissions v. Admissions Counselor Accounts Passive v. Invasive
Hashtag Usage in WV Ripley, 2014
What is a Hashtag? A hashtag is used to link people on social media on topics of similar content.
Where is Hashtagging Used? Twitter Instagram Facebook Google+ Tumblr #
Why Hashtag in Recruitment? Branding –#jumpinjackals (Mascot or College Slogan) Can’t wait for all the Homecoming Festivities this week at ENU’s football game against Holy Sister College! #jumpinjackals Trending –#thankfulfor (Thanksgiving) “I’m #thankfulfor the wonderful education I received at Eastern North University” Content –#applytocollege –#iapplied (CFWV’s College Application Week) “#iapplied to ENSU-WC today. Can’t wait to be a Jumpin’ Jackal!
Twitter and Instagram are the best places to hashtag, simply because of the privacy settings. Facebook has the hashtag option, but it really doesn’t do much, because of all the privacy settings that are set.
Examples of Hashtagging
How to use the Hashtag for Free Marketing Future/Incoming Students Current Students Blending of Students during the transition
Future/Incoming Students Do a contest during a Visitation Day using hashtags (#VisitYTU) Have prospective students tweet pictures in your institution’s gear or with their acceptance letter (#acceptedtoYTU) Create a Hashtag for each incoming class for Orientations (#YTU2020)
Current Students Do a contest for Current Students with their pictures of the great time they are having (#ImAVulture) Have your current students hashtag during their visitation day to help get the ball rolling for prospective students (#VisitYTU) Use Student Ambassadors give tips to current students that will bring ease to the Prospects (#YTU)
Blend your Current and Incoming Students Do a contest for Current Students and Future Students during Welcome Weekend or a big time on campus, especially during the Fall. –(#YTUWelcomeWeekend or #YTUHomecoming)
Pros of Hashtagging Reach a large audience You can determine what type of market you are attracting Able to get new followers –High School students –High Schools/Counseling Offices –College Assistance Services
Cons of Hashtagging Negativity –Hashtagging isn’t monitored, so somebody with a negative tweet and that still hashtags the trend will still appear Private –If somebody’s profile is set to private. There is really no use for the hashtag. It won’t be able to be seen
SNAPCHAT- Can it be effective in recruitment?
What is Snapchat? Photos or video clips that are less than 10 seconds Used mostly by year olds Can be put on “My Story” so all followers can view for up to 24 hours.
Pros and Cons of Snapchat Pros –Demographic is prime for prospective students –Many photos can be put on the story Cons –Images don’t last longer than 10 seconds –Story images don’t stay up longer than 24 hours
In conclusion… Social Media and Hashtagging are a great, free tool to use in Recruitment in Higher Education, and it’s a great, fun tool when used correctly. Be aware of who is retweeting and make sure when you are doing a hashtag campaign, there could be negativity. This generation is glued to their phones and social media, whether it’s Facebook, Twitter, Instagram, or Snapchat.
Questions? Comments?