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Internet Technology

The College-Bound Student E-Expectations Survey asked 3,000 college-bound high school seniors and juniors about their digital habits and expectations—from the start of the recruiting cycle. Here’s a selection of the top insights from the study.

Karine Joly is the web editor behind www.collegewebeditor.com, a blog about higher ed web marketing, public relations, and technologies. She is also the founder of www.higheredexperts.com.

While it’s still too early to rule on the performance of paid social media marketing to drive measurable actions beyond the media platform, it’s time for schools to start testing to optimize paid social for higher education marketing. 

Whether in information technology, marketing or even academics, rarely does anything get done before knowing what other institutions did. In higher education, benchmarking data is often one of the first steps on the path to action.

Early adopters tout virtual reality as the next big thing, and in higher education, 360-degree videos are adding exciting, immersive experiences. The best indicator that the time is right for “VR” can be found in the investments made by two competing tech giants, Google and Facebook.

Carine Joly: Podcasting's resurgence will have an impact on higher ed in 2016/

What does 2016 have in store for digital professionals in higher education? New and revisited technologies promise to drive online marketing for colleges and universities. Watch five trends to help you set a course.

Numbers drive action in higher education. Whether they represent SAT scores, marketing leads, submitted applications, admitted students, tuition dollars, GPA, fundraising targets or graduating class size, numbers are used throughout your institution to make decisions and assess success.

When you measure what you do, you end up doing what you measure more than anything else.

Have you heard about Periscope yet? If you follow tech early adopters, journalists, celebrities or even politicians on Twitter, you might have already seen Periscope notifications for live broadcasts in your feed.

Acquired for $100 million by Twitter in March 2015, the live-streaming mobile app could be either the next big thing or the latest social media fad (remember SecondLife?). But when you work in digital communications and marketing for a university, you can’t afford to ignore change.

Karine Joly: Used correctly and purposely on the home page, videos are a fantastic opportunity to capture attention long enough to draw visitors into calls to action.

Who watches online videos today? Maybe a better question is, who doesn’t? Video is an engaging, emotional and effective way to communicate and influence. So it was just a matter of time until video got prime real estate on a school’s home page.

Karine Joly is the web editor behind www.collegewebeditor.com, a blog about higher ed web marketing, public relations and technologies.

Most institutions think they measure the impact and the performance of social media, but only a few have shown they are ready to invest the necessary time and resources to measure what really matters. How your school defines social media measurement ultimately determines how strategically it uses social media.

Karine Joly says SnapChat may be a useful recruiting tool for colleges and universities.

You’ve tamed Twitter, made inroads with Instagram and finessed Facebook.

Now you can take a break from keeping up with the social networking habits of college students, right?

Think again.

While a few colleges are still trying to grasp the intricacies of the top social platforms, early adopters have been exploring other platforms for communications and marketing.

Among the many hopefuls, SnapChat has started to get real traction on college campuses.

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