Long gone are the days of high school students checking out ‘college guides’ from the local library and having 10 No. 2 pencils on stand-by for their application for admission.  Students now surf the Internet digging up all the information they can find about their universities of choice and applying through e-applications.  Universities should be aware of what potential students will find out about them online.  I will discuss the importance of universities managing their brand in social environments to shape perspectives and opinions of potential students and their parents.

Identify — Invade

You must identify ‘e-hangouts’ for your potential students.  These e-hangouts can range in size from very small to massive.  Some of the major players you must consider are:

• MySpace
• Facebook
• Twitter

You notice that Facebook is highlighted.  Students in high school currently see Facebook as a bridging/transitional tool.  It is a well established feeling by young adults that:

MySpace = High Schoolers’ & the perverts who chase them

Facebook = College students and the drunken parties that ensue

High school students, now more numerous on Facebook, often use the popular social networking network as their first glimpse at university social life.  They will search the universities name and dig through all groups, pages and events that are visible.  Here are some at my university I find when typing in ‘UW-Stout’:

• UW-Stout Choirs (Group)
• UW-Stout Blood Drive (Group)
• UW-Stout Drinking Team (Group)

Pictures, videos and comments are all visible to see.  High school students may even network with current college students on Facebook to ask questions or get advice.  This new digital information sharing really is the wild-wild west, anything goes.  There is not much you can do to stop any negative information from being said, the best thing you can do is have a presence on the network to have your voice heard in the conversation.

Public relations and recruitment specialists should be aware of these digital platforms and what is being said about their institution.

Once you identify what platforms hold the most value, you must INVADE! No, I’m not talking beach at Normandy style.  You need to devise a plan on how to use each platform to obtain your goals.  How will you position yourself on each particular platform?  How will you increase your visibility?  What will be your message and what is the messages purpose?

Pt. II of this multi-blog entry will focus on just those questions.  Subscribe as we take this journey into the digital environment for recruiting post-secondary students!  I hope to talk with Brad J. Ward for the next installment.  Brad is the Chief Explosion Officer for BlueFuego.com, a web based higher education marketing and recruitment company.  Brad also co-founded the popular site BlogHighEd.org.