Friday, August 14, 2009

Universities Revamping Recruitment Methods for the Facebook Generation

There is a wave of social media marketing coming from colleges and universities seeking to market to teens. College marketing through social networking and other online media platforms is a great fit to the developing social marketing landscape. Teens spend a reported 31 hours per week online. They are active users of online media, downloading podcasts, reading blogs, and Twittering, Facebooking and Googling.

Colleges are already using social networking to communicate with and recruit high school seniors. Still, the question remains of how colleges will engage this hyperactive teenage market. Teenagers are hip to marketers' usual games. They expect to get letters in the mail. They expect emails. They expect banner ads. College bound teenagers will be receptive to colleges and universities who use the digital space in conjunction with traditional recruitment platforms to connect with them.

This means that using radio, TV, and direct mail are not obsolete, but integrating them with a smart digital engagement will bring the best ROI for recruiting colleges and universities. An online presence that really grabs teenagers attention and engages them will make your institution stand out from competing colleges.

June Bisel
BBG&G Advertising and Public Relations
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