Using Social Media "Smartly" in the Admissions Process

Autor/inn/en	Parrot, Teresa Valerio; Tipton, Stacia
Titel	Using Social Media "Smartly" in the Admissions Process
Quelle	In: College and University, 86 (2010) 1, S.51-53 (3 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0010-0889
Schlagwörter	College Choice; Social Networks; Use Studies; Technology Uses in Education; College Admission; Student Surveys; Student Attitudes; Information Sources; Mass Media Use; Media Selection + Suchen Sie Ihr Suchwort? Studienortwahl; Social network; Soziales Netzwerk; Benutzerschulung; Technology enhanced learning; Technology aided learning; Technologieunterstütztes Lernen; Hochschulzugang; Hochschulzulassung; Zulassung; Schülerbefragung; Schülerverhalten; Information source; Informationsquelle; Mediennutzung; Medienwahl
Abstract	Admissions officers around the country are hearing consistent calls to enhance their social media presence. Whether the pressure is from administrators, influential alumni, or peers across institutions, social media are touted as the next big thing in admissions marketing. But are social media strategies truly "strategic," or are they merely bolt-ons designed to satisfy the demands of internal constituencies or to keep up with what peer institutions are assumed to be doing? In an effort to learn more about how prospective students--the target of all these new efforts--use social media in the admissions process, Widmeyer Communications conducted a national survey of first-year undergraduates during each of the past two years. The surveys yielded three key insights that can help all higher education institutions invest effectively in social media: (1) though part of the information landscape, social media constitute the least important tool for gathering information in advance of the application decision, at least for now; (2) although social media become substantially more important as students make their final decisions, they continue to be less important than other communications mechanisms; and (3) investments in social networking should be strategic, and they should be tied to an overarching digital strategy. (ERIC).
Anmerkungen	American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail: pubs@aacrao.org; Web site: http://www.aacrao.org/publications/candu/index.cfm
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10