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Social Media

An official University of Kentucky hashtag, #seeblue grew out of a student recruitment campaign tagline launched in 2006.

Joel Bauman is vice president for enrollment management at Stetson University.

Walk into any high school auditorium, mall or fast food restaurant and see Millennials obsessed with their smartphones, tablets and laptops. But are they really that consumed? In a survey conducted by Intel Labs, 61 percent of young adults believe their relationship with technology is dehumanizing. That statistic is clear to many enrollment managers struggling to increase, or even maintain, enrollment.

Karine Joly says digital content is now the currency for search, social networking and even advertising.

What will 2014 bring to the digital field in higher ed? That’s the million dollar question at the start of this new year. Unfortunately, charting a precise course for success over the next 12 months isn’t possible.

When everything changes so quickly, we can only try to identify what looks like the best route to our destination. To help you with the exercise, let’s see what developments are leading the way.

With funding cuts threatening research and other projects, some institutions hoping to promote innovation are following the trend of raising money through social networking.

College presidents are using Twitter to interact with students and faculty.

College presidents, don’t worry—yet—if you only have three Twitter followers.

You don’t need to be a social media superstar right now. In the near future, however, active use of Twitter and Facebook may be a full-blown requirement, according to a study of tweeting in higher ed administration by Dan Zaiontz, a grad student at McMaster University in Ontario, Canada.

Mobile applications are on the rise as the method for communicating with a university’s expansive audience. Though apps have the potential to deliver content in a new, dynamic way, many higher ed leaders are unsure how to best deploy an effective mobile app strategy. This web seminar, originally broadcast on May 7, 2013, addressed how the University of Mississippi (Ole Miss) was able to successfully release an effective app for its campus community.

“Generation C” is demanding video in all aspects of their lives, including in their learning experiences. Universities ought to harness the power of academic video not only to meet these expectations, but to realize the power of lecture capture, personalized education, and flipped classrooms. In this web seminar hosted by Sonic Foundry vice president Sean Brown and originally presented on August 20, 2013, JD Solomon of University Business presented some findings from a new white paper about how academic video is at a tipping point and what its future looks like.

(Getty Roy Scott) The best approaches to social media outreach involve more than reacting to students who broadcast the negative.

When a student starts tweeting expletives about your institution for the whole world to potentially see, it’s probably time to find out the reason for the lash out and do some damage control.

Beverly Low, dean of first-year students at Colgate University in New York, reached out to one such student and ended up having three meetings with her. “They were meaningful conversations, too,” Low says, adding that the student was more likely to come and talk in person than vent on social media in the future.

1. “It’s not just building the network. You need the support as well. It’s a campuswide effort.” —Eric Maguire, Ithaca College

2. “You can’t use sarcasm or be funny in a text. You have to think about who is reading it. Inside jokes don’t work publicly.” —Beverly Low, Colgate University

3. “Allow room for spontaneous posts to happen each week, since the essence of social media is fluidity.” —Molly Israel, Ithaca College

Higher ed has a new recruitment tool available with LinkedIn’s University Pages, which not only promote a school, but add a powerful networking platform for current and future alumni.

“A LinkedIn University Page includes all the things that touch a university in one space,” says John Hill, LinkedIn’s higher education evangelist. “It’s rich media, so it can have videos, imagery, blog posts, and so on.”