Facebook continues to grow in popularity among high school students, and some colleges are testing their own Facebook pages. They hope to use it as a recruiting tool, but is that a good idea?
Before you set up a “Class of 2013” or other Facebook page from your institution, there are some factors and strategies you should consider.
Cappex Student Pulse
Cappex surveyed 1,000 prospective college students from around the country in December, 2008, and found just 22 percent said they would like to learn about a college via Facebook, compared to 80 percent that prefer learning about an institution on a college search site or from college admissions contact by email.
Social networking sites are least preferred during a college search
When it comes to college search, it would seem like Facebook has its challenges. However, there may be some strategies you can use that make it very relevant. If we think about how a student goes from being a prospect to an enrollee, there may be a stage or two in the college search and selection process where a college's Facebook page really comes in handy.
So what should you be doing on Facebook?
The sweet spot is in yield management, once a student has applied. Timing and affinity with your college during search and selection are important to consider. We've identified four key stages of affinity students have during their college search.
| Stage | Affinity With Your College |
|---|---|
| 1. Prospect | Low |
| 2. Inquiry | Low/Medium |
| 3. Applied Student | Medium/High |
| 4. New Enrolled Student | High |
Prospects/Inquiries
Prefer to hear from your college through traditional means, and, since they have a lower affinity with your college, they do not necessarily want to have a social Facebook relationship with your students and/or admissions team.
Applied Students
Have a medium to high affinity with your college and likely want to try and reach out to current students at your school through social sites. They also want to research more about your school and find out about campus life. To provide a resource for these students, there is nothing wrong with your college setting up an official page that includes: your school's website url, address and phone number, directions to your campus, and upcoming events. At this stage it is probably still best for admissions officers to reach students through other traditional channels.
New Enrolled Students
Have built up a higher affinity with your school and will want to reach out to other new enrollees through Facebook and other social media. New enrollee groups will spring up naturally, though there is nothing wrong with your college maintaining an official Facebook page as a resource. Students will become fans at will and may post random postings to your “Wall,” but that's OK. At least they want to socialize on your site. That's what Facebook is about.
Admission Officer Perspective
Tom Willoughby, Vice Chancellor for Enrollment, University of Denver provides his perspective on our observations.
Q: Do you agree with the conclusions and suggested approach to Facebook in the article?
A: It confirms our initial thoughts here at the University of Denver that social networking sites are least preferred during a college search by students. For that very reason we have not attempted to use social networking sites to connect with students during the college search process.
At DU we view social networking sites as the students' space where they prefer to socialize with friends. We've decided to honor the way students generally prefer to use social networking sites.
Q: Are students setting up their own Facebook groups for your school?
A: We know students we have admitted for Fall 2009, have through their own initiative, set up an accepted Facebook page (DU Class of 2013) to begin their own conversation about DU and potential enrollment this fall.
Q: Which of the tactics covered in the survey are you using? Which are most successful?
A: We continue to use a rich mix of print and electronic communications. We have also invested more significantly in our college web site to make certain that we are providing prospective students and families with a relevant and rewarding user experience. We periodically have an outside vendor provide us with an expert's review of our site - a review that solicits feedback from users of the site.