Building a Comprehensive Social Media Strategy for Student Recruitment

Topics: Social Media, Student Experience, Student Affairs, Admissions, Enrollment Management

This is a preview of restricted content.

  • If you are an EAB member, please log in.
  • If you are logged in and still see this message, the content is outside your membership portfolio, and we invite you to learn more by contacting us.
  • If you are not an EAB member and wish to learn more, please contact us.

Research Questions

  • What social media platforms and strategies allow administrators to engage prospective students and parents in the admissions process?
  • How many staff members participate in social media, and how much time do they invest in it?
  • How do administrators measure the impact of social media strategies on admissions metrics (e.g., application numbers, yield rates)?


As social media grows in popularity among high school students, administrators increasingly use Facebook, Twitter, blogs, and other platforms to engage applicants during the admissions process. This brief explores innovative strategies to enhance student recruitment, including campus visits, through social media. It also considers the operational needs of comprehensive strategies, and ways to assess their impact on admissions metrics.