Although Facebook is the most popular social media site in the history of the world, the bulk of social media marketing efforts doesn't have to be focused there. Now, that's not to say that every admissions office should not have a Facebook page - they should. But your Facebook page is where prospects will go after they are already interested in you (probably after they decided to apply). Once students are admitted, they will likely become daily visitors. A Facebook page isn't ideally suited to be a recruiting device, it's meant to be a yield device, best used after admission offers go out.
In this playbook, however, we are more concerned with social media marketing as a means of building your brand identity - and building your prospect pool. So we're going to focus on recruiting high school juniors who are just starting to think about college. Facebook is great for keeping "friends" - but how do you find new ones? The first step to making new friends on social media is to think like a digitally connected high school junior - minus the gossip and other baggage, that is. Today's students are much more active seekers of information. Remember, today's students:
Before attempting to directly enter any social media conversation or friendship, survey the "buzz" that's out there about your institution. This can be an onerous and time-consuming task but it's worth it. You will learn quite a bit about how your school and its culture are being portrayed and perceived. You are also likely to come across a range of misperceptions and falsehoods that you can begin to alter as you move forward in the process.