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Creating Publicity for you Career School - via Social Media

The avenue I am spear heading is building public relations via social media outlets across 5+ campuses.

Questions:
What are some best practices to find those in the social media platform that may be interested in the services the school I am employed with offer?

Once this 'prospect' is identified, an introduction and discussion of my schools services will be made. To introduce them to the value that X school can have on their career and/or life. In addition, I can ask questions to pull information on what some of their interests may be and align with the values and courses of my school.

When I was attending art school many years ago, it was the norm to accept as many students as possible to enroll. Through observing my fellow students over the years, I learned that many didnt not understand is the level of what they put into the classes is what they took home with them after graduation. Is there anything I can do to stress the importance of success everyday in class to ensure that our classes are their final gateway to a life-long career and not just another school with another set of classes to take before they change careers and get caught up in the endless circle of "finding" themselves and their future career?

Before a prospective new student is discovered whom can benefit from my schools services/courses, we must discover what is inherently social about our school brand. What people naturally want to engage with and talk about with their friends (also prospects) and use this to fuel ideas for creative publicity. What kind of creative brand content can we develop that will be engaging, has personality and drives people to share and ultimately become a student of our school. Develop publicity campaigns that are designed to get people to participate or share and be expressed across multiple social platforms.

Social media is the new marketing of todays world. They current ways of marketing are on their way to join the fate of the 8-track tape. Friends within a network of other friends are the best forms of recommendations. Friends are not going to tell their friends something that is not remarkable. It's just a waste of time. The key may mbe to make the school remarkable. Something worth talking about (after reading a post about the schools event, etc.). However, building a relationship via social media is not a physical process. I can go up to a prospect student and shake his or her hand and chat about one of our courses. How do I or how can I demonstrate our value while being remarkable without being physically next to the prospect student? I am hoping I will know how while taking these training courses and share and discuss with you all.

Jack,
Good points, Jack. Suggest you reach students before they graduate to be sure they know how to use various forms of social media. Then stay in touch often to keep track of them and show your school is a resource to them. They can also be a resource to you! By following all social media that relates to your school you will learn your brand as it is perceived by students. There are many ways to use this information. Someone on staff should be monitoring all social media that relates to your school. It is important to watch for the good plus the negative trends. Anything negative needs to be addressed. Negative comments may point to areas that need improvement or change. It may also point to someone sending out incorrect messages. All great points. Thanks, Susan

Dr. Susan Schulz

Great points that we duly noted and used. I know talk regularly with students to see what social outlets they are using, how they are using them and review how my institution can become a valuable asset in these outlets. We no have a great social media department with incredible news and student related information and images posted regularly ... yes all engaging. Thanks!

Jack,
Always important to use, monitor, and understand the social media that attracts and engages your students and alumni. Then very important to assign one person on staff to watch over each - watch for the good and bad press and deal with both. There are many many additional ways to reach qualified prospective students. Most cost very little. Referrals are a major source of students for example. It takes focus on delivering quality. Thanks, Susan

Dr. Susan Schulz

I agree with your assessment. Social Media is not only a way to build a relationship with students, but also a gateway to other prospective students.

This will also help you monitor on any accomplishments and achievements a student may have obtained.

Nam,
Yes, social media can be an effective way to stay in touch with students and alumni and also reach a lot of prospective students. We believe that effective use of social media requires a "monitor" who knows what they are doing. The monitor has to deal with all comments and assess trends and findings. Then these must be reported to those at your school who are decision makers. Something that needs a lot of planning to get full benefit. Thanks, Susan

Dr. Susan Schulz

Jack-

Our college has used Facebook to talk about student life. Don't get caught up on viral content, instead focus on a specific group and make sure your content is true to them. Our major events like graduation will reach over 10,000 people with only 80 likes on our page.

We have noticed that because we engage the current students we get their friends interested in us.

If you must do viral, start with Facebook apps. They are a easy way to get lots of eyes (low converting traffic, but great for brand recognition).

We also have used LinkedIn groups to keep our alumni connected. It has been the perfect platform for a long term relationship with each student.

Jonathan,
Great points. At this stage in social media we like picking up strategies from schools that are doing the same and making new discoveries. Lots of ways to engage alumni, who are your most important demographic, in our opinion. Facebook is good. As alumni ore mature we think they look more to Linkedin for their professional interests. Thanks, Susan

Dr. Susan Schulz

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