The Maturation of Mobile and Social Media in Admissions

Digital Tools Are the New College Fair

Nearly all students (9 out of 10 in our survey) use at least one college search/review site to gather information when doing general college research (i.e. shop and compare).

TIP: It’s critical to be responsive to these students as they are gathering information. Learn more about finding students with a declared interest across the web.

Students are in “discovery mode” when using college search sites. In our survey, 4 out of 5 were looking for scholarships and 3 out of 4 were looking at general admissions info when using these platforms.

TIP: Understand what students are looking for when researching you online.

Nearly 7 out of 10 students in our survey rate college review/help sites as “very to extremely useful”, second only to the college website itself with most students (60%) expecting responses from admissions within 24 hours.

TIP: Don’t miss your opportunity. Learn how to leverage Instant response by NRCCUA to accelerate your response time.

Dial In on Mobile Marketing and Student Service

There is a difference between student-to-student and student-to-school (or student-to-anyone for that matter) with respect to private messaging apps.

TIP: Students use apps for specific purposes just like the rest of us. Messaging apps are no different. Consider Schools App as the messaging app for your admitted students.

E-mail is still the workhorse of your recruitment arsenal with 76% of students we surveyed saying that’s how they prefer to communicate with you via their mobile device.

TIP: Learn how to manage your e-mail communications with the TargetX Recruitment Suite

8 out of 10 students have likely visited your website on their mobile device and it’s likely they rate the experience as just “OK” or worse, “challenging”. This creates conversion gaps, as students likely have to stop what they are doing on their phone/tablet to move to a PC leading to only 13% of students submitting their application via their primary research vehicle.

 TIP: Have a “mobile-first” mentality with respect to web design… from homepage to your admissions application.

Social Platforms Shift Over Time

Half of students use 5 or more platforms during their college research with the majority of students using YouTube, Instagram, or Facebook as their social media platform of choice for specifically researching college information.

TIP: It’s not about chasing students on the “hot social network” of the day. It’s more important to focus on where they are actively researching college information.

In our survey, only about one-third of students used social media when researching schools, but 60% of students indicated liking or following a school in their consideration set.

TIP: Visibility matters. Check out the “Do’s and Don’ts of Digital Marketing for Higher Education” and how custom audience targeting can help you boost visibility amongst the right audiences.