News from NAGAP (National Association of Graduate Admissions Professionals)
Hello from the streetcars of San Francisco where the 23rd Annual NAGAP conference was held this year. It was well attended with great information in sessions and in the exhibit hall. In reviewing the session topics at the conference, two clear themes emerged—1) social media and how Gen Y uses it, and 2) diversity.
In hearing from many graduate admissions professionals who stopped by to talk about their current projects, it is clear that a focus on two areas are critical for most folks—looking at their website and social media strategy and doing research to determine the audience and messaging alignment.
With many sessions focusing on social media, the most often asked question I heard was, “How do we know what to put where, and how effective is Facebook for recruiting?” This is a question I hear often, not just at the conference, but in my conversations and visits. The key to social media is the same key to good marketing—have a plan. Taking the time to look at each social media channel, selecting which to use, your strategy, the audience, and the refresh rate of the content for each channel will position you far ahead of just participating in a channel because you believe your students expect you to have a presence there. Perhaps you may use a central Facebook page for the institution, and then have separate fan or group pages for different audiences, such as admitted students, alumni, or parents. YouTube may be a link that allows you to share profiles or views from a campus event to drive interest or show the fullness of campus life or program offerings. Knowing your goals for communicating in each medium helps deliver the message; use your time wisely for creating and delivering content.
Another suggestion is to include your social media plan in your integrated communication plan. Many of you may be aware of our communications process mapping exercise. We are now adding the social media components to the process flow to help document the connection between the content and timing of the content in the social media channels with various other communications such as letters, e-mails, and phone calls. Schools using this planning method are finding it extremely helpful to see that connection as they create and refresh social media.
Next, looking at the tendency expressed to do research, I simply must say “Bravo!” One of the wisest moves in effectively and efficiently using resources is to have data—both qualitative and quantitative—to guide your understanding of your markets and opportunities and then directing resources to focus on proven opportunities. Whether you select to do brand value, perception, or tuition pricing research, all provide valuable information for you to better direct your messaging about your offerings to a specific market. Know the market, their needs, their terminology, their motivations, and their timing to best communicate your specific and differentiated message. As you prepare for the next recruiting season, plan now to do research on the area where you have felt the most pain or are the most uncertain about how to proceed. Such research will pay off handsomely.
Don’t hesitate to contact me for a complimentary consult on social media planning or types of research to have you fully focused for your next recruitment season.
Quick poll: What type of research do you think would benefit you the most as you prepare for the incoming class of 2011?
Photo by LuluP
