Facebook in HigherEd

Facebook signsCurrent and prospective college students spend a great deal of time on Facebook, so it only makes sense to use it as a platform for marketing and engagement in higher education.

95% of college students in the U.S. access Facebook on their mobile phone. (Source: Digital Wave)

The Lawlor Group collected some of the latest figures of how social media affects the college application process for students. Some of the stats they found were:

  • 62% of students wanted to access a college’s social media properties on their mobile device
  • 57% of parents of prospective students say a bad experience on a college’s website may have some negative effect on their perception of the college
  • 27% of first-year students felt the admissions or recruitment materials didn’t accurately portray campus
  • Prospective students are increasingly investigating institutions’ reputations via online networks, word-of-mouth recommendations, and other communication channels beyond the colleges’ direct control

By creating a Facebook Page as the public face of our institution, Algonquin can provide current information for prospective students and their parents. A Facebook Group that is targeted to recruitment could also prospective students and their parents to feel as though they are part of institution’s community and give them an opportunity to ask questions, view photos, receive up to date information and participate in discussions.

Localist did a survey on what students want to see on Facebook and Twitter. The following is a breakdown by Mykel Nahorniak of the types of content students said they interact with on Facebook, either by liking, commenting, or sharing:

  • 30% interact with content about events: Students use Facebook as a way to stay in touch with friends and make plans, so it makes sense that they’d want to read posts about events happening on campus.
  • 27% interact with photos: Whether part of an event post, news item, or standalone content, photos instantly catch people’s attention and can often prompt an emotional reaction faster than text on a screen. Students enjoy clicking through photos related to campus events. You could even try an image-centered campaign to raise awareness about a particular cause or campus service.
  • 15% interact with campus news: Students use social media sites to get the latest updates on what’s going on right now. Posts centered on campus news will bring students back to Algonquin’s Facebook page again and again when they realize it’s a source of dynamic content and breaking news.
  • 10% interact with academics: Although Facebook was only open to college students at its inception, it’s more about fun than academics. If you choose to post academic-related content, be sure to jazz up the content with photos, related events, and anything that might be considered newsworthy. Leave the academic details on department websites.
  • 9% interact with videos: While videos offer a fun alternative to text-heavy posts, consider this data before you invest a lot of time and money in producing them. Consider using an inexpensive alternative like Vine, and keep video clips short and engaging.
  • 7% interact with athletics: We were surprised by the lack of interaction students said they had with athletics content on their school’s Facebook page. Sports-minded students are obviously going elsewhere to keep up with their favorite teams.

Using Facebook in the Classroom

Facebook is becoming increasingly popular as a way for teachers and students to connect, collaborate and share information. Here are a few ways Facebook is being used in classrooms.

How to Use Facebook in the Classroom – EdCetera
Experimenting with Facebook in the College Classroom – Faculty Focus
99 Ways You Should be Using Facebook in Your Classroom
Facebook Guide for Educators – Education Foundation