WHILE ONLY 19 PERCENT OF Americans aged 12 to 17 have ever listened to a podcast, according to the Pew Internet and American Life Project, many institutions have invested in academic or marketing initiatives to offer content and updates via podcasting. At the other end of the line, the possibilities for reaching and engaging the 75 percent of teens glued to their mobile phones are still mainly ignored by the majority of marketing strategists in higher education.
Look around a college campus today and you will be hard pressed to find a student walking around without a cell phone, MP3 player or other wireless device. With students being more on the go and tech-savvy than ever, the days of disseminating information by posting campus news on the doors of dormitory bathroom stalls and community bulletin boards are quickly coming to a close.
Higher education has become an online service industry. Students submit — and colleges accept or deny — applications online. Parents pay tuition on the web. Schools post curricula and students select courses and manage their college experiences via portals. Professors publish websites listing syllabuses, assignments and office hours. Classes, tests, and research can all be conducted online. Online services are now a necessary and expected part of campus life.
“Identity theft may not be your fault, but it could be your problem,” says Dan Holden of IBM’s X-Force research group, which examines identity theft. “It’s hard for any organization to achieve a high level of prevention and control, but it’s worth the effort to try.”