NACAC 2008 was a very interesting experience for me. I have been in web marketing and social media for years now, and it still amazes me how little attention is given to the subject. As more high school students – who have grown up with social media as part of their lives – graduate, many colleges and universities are missing an incredible opportunity to connect with them.
In most of the conversations I had with higher education professionals at NACAC, the subject of social media came up. Often, the biggest question was: “how do I start?” Here are my three top questions you should ask when considering a campaign that includes social media channels.
1. What is the goal of my campaign?
Identifying your goal will allow you to answer the next two questions. Clients frequently identify only one goal, which is completely appropriate. This allows the institution to enter into social media slowly, but significantly. Consequently, these clients become familiar with the various platforms in the social media world while developing their system and approach.
2. How do I track progress of the previously identified goal?
This is huge! You need to employ the correct analytics and metrics to ensure you can gauge your success. Is your goal to have prospective students sign up for an information session or a phone call with a counselor? Be sure you are using the right methods to capture your data. Having a “thank you page” with specific tracking code is one way to capture conversion rates.
3. How can I advance my active recruits to the next step?
When you start any online campaign, you should always collect data from the recruits and treat it like gold (Seth Godin would call this a permission). It allows more opportunities to hook participants at a later time with something that is relevant to them.
Here is a quick illustration…Your school builds an online quiz called “Find Your Fit” that asks prospective students questions to help place them into a major that best aligns with their interests. At this point, you know the top majors that fit their interests! Send them targeted emails about these majors and continue leading them down that golden path to your institution.
Identifying the strategic focus of each campaign is central to success. Be creative, be open, have fun, and good luck!
{ 2 comments… read them below or add one }
These are very important questions you suggest we ask. I am in a new role at Lethbridge College and one of next tasks is to develop and then implement a Web Strategy Plan for the college. Previously (and currently still), web efforts are not planned and things not coordinated. I went to the pre-conference session at the Stamats conference and I saw how U of NM successfully branded their YouTube channel, Facebook site and others.
Do you have any resources for developing a Web Strategy Plan?
@Michael
Congratulations on your new role, and welcome to the fun! We do have many resources for developing web strategies. The biggest question to answer first would be “what are your overall goals?”
I focus most of my attention on social media, and connecting it to web strategies and marketing plans. Our company can be very involved with our clients planning; helping them fill in the holes they are unaware exist. I have checked out your blog, I see your two big questions, and the disappointing situation which set your website up for failure.
To give my answers to your questions on your blog (I’ll post them there too):
1. (Question) Because the College website has been a ‘brochure website’ for so long, senior leadership is impatient and anxiously expecting improved results. So how do I manage these expectations without getting thrust into a similar situation as last year?
Our job always consists of teaching. The Internet, although it seems to me has been here long enough to understand, the complex inter-linking of strategies on the web still confuses many people. Make sure you educate the people that will be pushing these deadlines so they will understand the process as you go through it.
2. (Question) With emerging technologies changing so rapidly, how much research and planning is too much? I want to avoid “paralysis by analysis”.
I think you’re on the right track here. You do not need to reinvent to wheel with analysis that so many other have already research and deciphered. Use your network, and service providers efficiently, Bringing in an advisor to help you plans things out and prepare the execution can save you from wasting valuable resources, namely, your time.
Feel free to contact me. I would love to continue the conversation, and to hear more about your goals with your web strategy.