September 18, 2012

“Class” Facebook Pages, A Student Retention Opportunity

Sep. 18, 2012 at 10:16 AM | By Marlysa Connolly | Comment Count

According to the latest estimates compiled by the Altimeter Group's Brian Solis and Andrew Jones, active users on Facebook now represent a remarkable 12% of the world's population and 28% of all internet users. Noting that this number also accounts for the estimated 8.7% of duplicate and misclassified Facebook accounts, it's surreal to grasp the gravity of influence Facebook has on our culture and daily lives.

Facebook Estimates

Today, many colleges and universities have already begun to welcome the graduating class of 2016. Most, not all, have used social media sites like Facebook for student recruitment. Admissions offices from around the country have created "class" Facebook pages to distribute important information and engage with prospects in an effort to market their school as the "right fit." But, what becomes of these Facebook pages once students enroll?

Admissions and enrollment management professionals shouldn't look at Facebook as a means of student recruitment only. Once enrolled, Facebook evolves into an opportunity for student retention.

So, continue to maintain and monitor those class Facebook pages. You'll see that the students will most likely gain control of the content as the page grows organically. However, use these pages as an avenue to pass along information students need to know: student housing, class registration, and financial aid deadlines. Additionally, seek out opportunities to connect with students by addressing their questions or commenting on their wall posts when relevant.

Does your admissions office continue to maintain and monitor class Facebook pages once students enroll?