Building a Comprehensive Social Media Strategy for Student Recruitment

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

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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)?

Summary

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.