Smart marketing doesn’t cost money, it makes money.
Is there a direct correlation between integrating social media campaigns in higher education and increased quality enrollment and dollars raised? According to real time success stories and the survey report, “Wondering what works? The changing marketing mix in higher education” from Lipman Hearne and CASE, the answer is a resounding YES. Institutions that have integrated strategic social media campaigns with traditional marketing/advertising efforts have seen a wide margin of positive results.
Lipman Hearne and CASE partnered together to survey 212 CASE member institutions including liberal arts colleges, master’s level universities, research institutions, community colleges and a number of independent primary and secondary schools. The research reveals significant data centered around marketing dollars spent and positive ROI when campaigns include social media strategies.
Key findings:
- Investors in research and planning were more likely to deploy more – and more varied – marketing efforts.
The extra effort seems to be paying off: Of those moderate to heavy investors, 71 percent reported that marketing efforts had a positive impact on the quality of their applicants.
- Print publications aren’t dead
Data reveals that an increase in spending on interactive media (such as web microsites, online tours, student blogs, etc.) does not appear to be coming at the expense of print publications.
- Between FY ’08 and FY ’09, 55 percent of institutions surveyed allocated more to interactive; and 52 percent allocated more to social media
Moderate-to-heavy investors in interactive were more likely than average to report a positive impact on website hits, enrollment yield, quality of applicants, total philanthropic giving and the percentage of alumni who give.
- Those who were putting social media eggs in their basket were not only keeping that basket diversified – they were also bolstering their interactive marketing spending.
The moderate-to-heavy users of social media were actually spending less overall per student on marketing activities. The moderate-to-heavies spent $83 per student, and the light-to-non-users spent $121 per student.
- When comparing institutions that worked with outside firms on specific activities with institutions that went solo, data revealed that having outside partners made a difference.
Institutions that partnered with outside firms for digital advertising saw more positive results on enrollment yield (88 percent compared to 67 percent) … and positive total giving results (76 percent compared to 49 percent).
For the full report, please click here.
It’s important to note that implementing a “strategic social media campaign” does not equal, “Let’s create a Facebook page and Twitter account and recycle our press releases online.” First, ask yourself some key questions: Are your target audiences even on Facebook and Twitter? How are your target audiences using social medial channels? What are the institution’s goals in utilizing social media channels? Is it to improve your image, increase number of enrollments, increase the caliber of applications, increase the number of dollars raised for the annual fund, raise money for a capital campaign? What about other social media channels, like YouTube and LinkedIn?
A strategic social media campaign should include extensive research to determine appropriate strategies to achieve desired outcomes.
-Heather (@hmillar13)

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Anna & Heather’s Higher Education Social Media Picks of the Week (09/10/10)
by FeedbackHarrisburg University blocks students and faculty from using all forms of social media for one week (on computers):
Inside Higher Ed reports on Harrisburg University’s plan to shut down all forms of social media on campus for one week. Provost, Eric Darr has decided to block student and faculty access to social media outlets such as Facebook, Twitter, MySpace, and AOL instant messenger. He is also disabling wiki and chat features which will make it impossible for students and teachers to communicate and collaborate using the campus’ intranet system, even from off-campus computers.
Mr. Darr, how are you going to block access to social media through cell phone usage? Are the cell towers clipped for the week? Dean Browell with Feedack comments on the article,
We look forward to the results of this experiment.
iPads in the Classroom:
Notre Dame’s assistant professor Corey Angst is taking his class paperless, and in a pretty fun way. His class is first and only class taught with Apple iPads. All 40 students get to use iPads in place of textbooks and other learning materials during the course. This is part of a year long study of e-readers by the University. Angst explained,
They are hoping the iPad’s will help students manage real world projects, and will help the university enhance the educational experience.
Survey says social media is less expensive and yields significant result in higher education:
Lipman Hearne and CASE partnered together to survey 212 CASE member institutions to research how marketing dollars are being spent in higher education and the return on that investment. Institutions that have integrated strategic social media campaigns with traditional marketing/advertising efforts have seen a wide margin of positive results. Key findings are significant and provide powerful real time success stories. Moderate-to-heavy users of social media were actually spending less overall per student on marketing activities. The moderate-to-heavies spent $83 per student, and the light-to-non-users spent $121 per student. Visit the blog and survey report for more data and key findings.
Higher Education Checks Into Foursquare:
Several Universities are leading the way with geolocation checkins. The University of Oregon, for example, incorporated Foursquare into their Welcome Week student tours. Friending the Oregon Duck and checking into 10 locations on the tour earned students a badge and 20% off at Oregon Ducks Sportsware. Another example is The University of Nebraska at Omaha. They have a microsite in conjunction with Foursquare that provides deals and encourages students to visit alcohol free businesses in the area. Harvard is another great example. They were one of the first colleges to embrace Foursquare with custom badges. Perry Hewitt, director of digital communications and communications services at Harvard, explained
Higher Ed Cartoon:
A snarky cartoon (sadly, mostly accurate) ridiculing the tone-deaf design of many college home pages, published on July 30 on the website xkcd and circulated widely in social media circles and on campuses:
About a week before xkcd published its cartoon, the higher ed consulting firm Noel-Levitz released a study of how prospective students are using colleges’ websites, based on more than 1,000 responses from college-bound high-schoolers.
Key findings include:
-Anna (@alucas9) and Heather (@Hmillar13)