This document summarizes the key findings of a research study conducted by Dr. Corie Martin that examined what matters most to students in social communities during the college choice process. The study found that social acceptance, friendships, support, interests, fun processes, and excitement mattered most to students. The top conversation topics among students related to roommates, orientation, selfies, friends, residence life, interests, major, frustration, transportation, and being excited. The document emphasizes that it is important for higher education professionals to provide a safe, supportive space and be available to students during this critical time to help influence enrollment decisions.

1. G E T T I N G I T R I G H T
W H A T R E A L LY M A T T E R S T O S T U D E N T S
I N S O C I A L C O M M U N I T I E S
A research study by Dr. Corie Martin
Director, Web Services & Digital Marketing
Western Kentucky University
#TIE9

2. H E S M A D M I N S U N I T E
T H I S S T U D Y H A S Y O U R B A C K

3. W H AT W E D O I S I M P O R TA N T

4. W E A R E T H E F R O N T L I N E

5. S T U D E N T S E N R O L L B E C A U S E
O F W H AT W E D O F O R T H E M

6. W E S TA N D
A L O N E

7. – T H E S E T H I N G S D O N ’ T M AT T E R
Academics.
Finances.
Outcomes.

8. S O I S E T O U T
T O P R O V E W H AT
D O E S M AT T E R

9. T H E R E S E A R C H

10. T W O - P R O N G E D
A P P R O A C H
• HESM ADMINS
• STUDENTS

11. I N S T I T U T I O N S
• Public and Private
• Distinct U.S. Regions
• Ethnically, racially, and
gender-diverse
• Rural and urban
• Large and small

12. M E T H O D S
• Interviews
• Focus Groups
• Observations

13. S O C I A L
C O M M U N I T I E S
P R I VA T E , C U S T O M ,
M O D E R A T E D

14. T H R E A D S
H U N D R E D S O F

15. C O M M E N T S
T H O U S A N D S O F

16. I D E N T I C A L F I N D I N G S

17. R E S E A R C H B A C K G R O U N D
B U T F I R S T …

18. A R E S T U D E N T S W H O E N G A G E W I T H
H E S M A D M I N S D U R I N G T H E Y I E L D
P E R I O D M O R E L I K E LY T O E N R O L L ?

19. C O M M O N
U S E S
• Customer Service
• Personal engagement
• Provide a student-
friendly space
• Protect and help
• Generate excitement

20. C O M M O N
H E S M T R A I T S
• Dedicated
• Personal ownership
• 24/7/365
• Party-Of-One
• Limited resources

21. S T U D E N T
T R A I T S
• Diverse
• First-time, Full-
time, residential
• Most admitted,
some undecided

22. Valuable Resources

23. U N D E R S TA N D I N G T H E
C O L L E G E C H O I C E P R O C E S S

24. 3 - S TA G E S O F S T U D E N T
C O L L E G E C H O I C E
1. Predisposition
2. Search
3. Choice
Don Hossler &
Karen Gallagher

25. T H E S E A R C H P H A S E …
THE STUDENT HAS….
• Decided to attend
• Applied/Admitted
• Connects to learn
more….
• Admissions counselors
• Campus tours
• Other students
• Academics
Engaged in social media

26. T H E Y I E L D P E R I O D
• December 2014 - August 2015
• Application - Enrollment decisions made
• Students admitted to multiple institutions
• Specific content

27. Top conversation topics shared by dozens of individual
students through hundreds of personal interactions with
each other and with HESM professionals

28. R E M I N D E R : R E S U LT S C O N S I S T E N T
A C R O S S A L L I N S T I T U T I O N S , U . S .
R E G I O N S , S E S , E T H N I C I T Y, G E N D E R

29. 0! 40! 80! 120! 160!
Roommate!
Orientation!
Selfie!
Friends!
Residence Life!
"Follow Me"!
Interests!
Major!
Frustration!
Transportation!
Excited!
Top Student Conversation Topics
^ Represents 52% of all Engagements

30. T H E T H I N G S T H AT
M AT T E R

31. S O C I A L
A C C E P TA N C E
M AT T E R S

32. F R I E N D S H I P S
M AT T E R

33. S U P P O R T
M AT T E R S

34. I N T E R E S T S
M AT T E R

35. F U N C T I O N A L
P R O C E S S E S
M AT T E R

36. E X C I T E M E N T
M AT T E R S

37. M I S S E D O P P O R T U N I T I E S
• Unanswered or incorrectly-answered
questions
• Infrequent or inconsistent engagement
• Broken processes

38. O U R J O B : T O P R O V I D E A S A F E ,
S U P P O R T I V E S PA C E A N D T O B E
AVA I L A B L E

39. W H Y S H O U L D T H I S
M AT T E R T O U S ?

40. B E C A U S E …
It’s our job to convince these folks.

41. W E O P E N T H E D O O R .

42. W E PAV E T H E WAY.

43. WE BUILD THE FUTURE.

44. Q U E S T I O N S ?
Dr. Corie Martin
@coriemartin
@WKUDocMartin
corie.martin@wku.edu
#TIE9

45. R E F E R E N C E S
https://www.google.com/search?q=have+your+back
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https://students.asu.edu/sites/default/[iles/images/featured_image/apply-­‐undergrad.jpg
http://creativegeniussociety.com/wp-­‐content/uploads/2015/03/lady-­‐buried-­‐in-­‐books.jpg
https://aos.iacpublishinglabs.com/question/aq/1400px-­‐788px/why-­‐do-­‐light-­‐bulbs-­‐
explode_cdfed3fd-­‐f374-­‐4fd8-­‐a2ee-­‐8ce04274ec15.jpg?domain=cx.aos.ask.com
https://www.localwise.com/articles/77-­‐social-­‐media-­‐manager-­‐job-­‐description
http://www.medicalnewstoday.com/content/images/articles/310/310140/decisions-­‐and-­‐
impulsivity.jpg
http://farm9.static[lickr.com/8257/8615183704_0c689bb36b_o.jpg