This document discusses lessons learned about using social media in independent school marketing and recruitment. It provides five key lessons: 1) Find your customer by engaging audiences on social media platforms they already use. 2) Trust your customer by being open and honest online. 3) Know the medium and how to best use platforms like Facebook pages and groups. 4) Know all your customers, including international audiences who use different platforms. 5) Close the sale by having a clear goal for social media engagement, such as getting users to register on your website. The document provides examples from various independent schools on successfully implementing these lessons.
9. “In my life as a
FOUNTAIN VALLEY SCHOOL, COLO SPRINGS, CO
web content
administrator, th
e key was
always „drive
traffic to the web
site.‟ That hasn‟t
changed with
social
networking
but…now you
are going where
your audience
already is. Then
when you begin
interaction, you
can entice them
to visit your site
for more
goodies.”
12. FRIENDS ACADEMY, LOCUST VALLEY, NY
Problem:
Existing
facebook
page by
eager but
unofficial
alum.
Solution:
Work with
page owners
to encourage
migration to
the official
page.
14. NO ONE EVER DIED FROM A BLOG
COMMENT.
One consultant says risk is
overrated.
10,000 comments on her
My Space/facebook
pages, less than five
comments had to be
removed.
15. PROCTOR ACADEMY, ANDOVER, NH
Being honest
can pay off:
100% over
capital
campaign
goal.
Strong
admission
numbers.
Increased
school spirit
18. As of January 2008, over 400 facebook pages
about/by colleges
Often hard to tell if it‟s official or unofficial.
Groups vs. pages
Groups – relationships, can email facebook users
directly
Pages – general landing pages for overview on school
Recommendation:
Page for whole school
Groups for alumni or other special interest, um, group
21. “The social
AMERICAN SCHOOL OF BOMBAY, MUMBAI, INDIA
media
movement at
our school has
been led by
our students.
There is no
need for an
„official‟
presence on
these types of
communica-
tions.”
25. URBAN SCHOOL, SAN FRANCISCO, CA
Goal:
Registering
either on
your Web
site or
through your
alumni office.
Urban uses
finalsite‟s
online
alumni
community.