Colleges "Don't Own the Conversation Anymore"

Autor/in	Lipka, Sara
Titel	Colleges "Don't Own the Conversation Anymore"
Quelle	In: Chronicle of Higher Education, 55 (2009) 35, (1 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0009-5982
Schlagwörter	Higher Education; Web Sites; Electronic Publishing; Marketing; Internet; Colleges; Reputation; Competition; Student Recruitment; Social Networks + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Web-Design; Elektronisches Publizieren; College; Hochschule; Fachhochschule; Wettkampf; Social network; Soziales Netzwerk
Abstract	Higher education traffics in reputations. To thrive as an institution means keeping up with competitors while setting yourself apart. But as good as colleges have become at building brands, the game is shifting to social media, where there is perpetual motion and little control. Data from the Center for Marketing Research at the University of Massachusetts at Dartmouth show that last fall 61 percent of admissions offices were using social-networking sites and 41 percent had blogs, up from 29 percent and 33 percent, respectively, in 2007. Dozens of colleges have started dispatching updates on Twitter, and by last month two-thirds of institutions had official Facebook pages, according to Brad J. Ward, co-founder of the Web-based-marketing firm BlueFuego. Staying current isn't the only challenge. With social media, anyone can chime in. Colleges once occupied with staying on message are warily opening up to the e-masses--and trying to get used to it. "You don't own the conversation anymore," Mr. Ward tells clients. "You have to let go." In social media, pitfalls may be more apparent than good techniques. Some colleges are treading the new territory with specific strategies--to recruit students or engage alumni--while others are showing up and feeling their way, working with or fending off an increasing number of vendors in the field. (ERIC).
Anmerkungen	Chronicle of Higher Education. 1255 23rd Street NW Suite 700, Washington, DC 20037. Tel: 800-728-2803; e-mail: circulation@chronicle.com; Web site: http://chronicle.com/
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10