Admissions leaders are always looking for new strategies to keep students engaged throughout the enrollment process and prevent summer melt. But as colleges grow their applicant and admissions pools, it gets harder for admissions teams to remain responsive to incoming students and their parents.
That’s where social media comes in. The accessibility and familiarity of social media among prospective students makes it an ideal tool for large-scale interactive communication.
Here’s how you can use social media to engage admitted students:
To increase student-to-student and student-to-faculty interaction…
Create groups for admitted students on Facebook or other platforms. These groups work best when they are set up by the institution and students are left mostly to their own devices. Too much intervention by the admissions team can discourage participation. But too little intervention means that admissions teams miss an opportunity to answer questions or provide information.
One of the most effective ways of making admitted-student groups more impactful for all involved is through student moderators. Student moderators are current or admitted students enlisted to manage interactions within the group and field questions from admitted students. Their presence in the group feels natural, but their contributions are still guided by the admissions office.
Admissions teams can still use Facebook groups as a channel for important messages. Just ensure your posts don’t overwhelm student-generated messages or throw off the tone of the group. And don’t post too often.
To field urgent questions…
Host live-cast events. Facebook, YouTube, and Instagram all have live-casting options for engaging and interacting with large audiences in real time. For instance, Drake University hosts three separate 30-minute events on Facebook Live during yield season to answer students’ and families’ financial aid questions. The event kicks off with an introductory video presentation, followed by a Q&A with participants.
Experienced summer melt this year?
Here’s how to fight it.Find out
To increase student engagement…
Hold social-media takeovers. During these events, current students temporarily “take over” one of the school’s official social media accounts. These events allow your social media followers to occasionally engage with student-generated content. Another option for sharing student-generated content is to create a dedicated web page where you can showcase social media posts from students.
Another way to get more likes, comments, and re-posts is to hold a contest through social media, like flash trivia contests or themed photo contests, with school-branded swag as the prize. These contests not only engage your followers, but also allow them to learn more about your institution.
Read more about combating summer melt
Summer melt is particularly acute among low-income students, who rely on scholarships, grants, and other forms of financial aid to make higher ed accessible and who may not have a knowledgeable guide to keep them on track over the summer.
Most enrollment managers know that texting can be a powerful way to reach students and increase yield, but many of them aren’t sure exactly how they should go about it. With the summer melt season coming up—when students who accept offers from schools fail to show up on campus in the fall—ensure you’re getting the most out of your pre-enrollment texting strategy by avoiding these five common pitfalls.
Across the country, the yield rates of admitted students have been declining for most institutions for years, as students apply to larger numbers of colleges and competition among schools becomes ever-fiercer. Read our blog for 18 ideas for improved yield communications.