To read the article, please visit: http://www.guardian.co.uk/higher-education-network/blog/2013/apr/17/university-student-recruitment-social-media

Social media and universities should be a great partnership, like fish and chips, Ant and Dec or sun and bank holidays…hey, we can dream!

So why is it that one in five students view the information provided by Universities via Facebook, Twitter et al, as useful?

With 65% of potential students on social media sites several times a day, this is a problem that needs to be addressed and quickly. After all, with a large, engaged audience already on the sites, the hard work is already done, right?
Not quite….

Whilst they may love to ‘RePin’ their housemate’s attempt at Gwyneth’s latest recipe and Instagram ‘selfies’ from the back of lecture theatres, most students do not even know that Universities use social media sites to give out information and, as a result, do not seek them out.

The problem does not end there, even when students do access this information, studies show they are far less interested or swayed by what they are told there than they would be by the more ‘traditional’ sources of information, such as a prospectus and open days.

These resources certainly have their place but it does not sit comfortably that universities are struggling to attract students to engage with them online.

There are obvious benefits to using tools designed for information-sharing, to share information! The question that needs to be asked is ‘how do (we) get students to view Social Media as a reliable place to access information about universities?’

When engaging in conversation online, careful consideration needs to be taken as to what to post, when to respond, and the tone in which you convey what you are trying to get across.

It may be worth considering having a group of current students or recent graduates who can feed into ideas for developing social media. They should be aware of what their contemporaries are looking for and could even pass on the experiences of their time at the university, adding a personal element and making content more engaging.

It is important for universities not to shy away from Social Media, fearing bad comments and negative appraisals. This is the opportunity to show what you have to offer across all areas of academic life.

It’s time for universities to step forward and claim their online reputation. Only the brave will reap the rewards.

AS little as 10 years ago, many a marketing manager focused their communications plan around a static website, brochure, magazine adverts and editorial coverage.
Daniel O’Mahoney of Bradley O’Mahoney Public Relations

It was all very straightforward and uncomplicated.

It was one-way communication.

The internet and, more recently, social media have changed the game for ever.

Marketing communications now need to be an integration of online and off-line activity.

In a recent comment piece, I spoke of the need to ensure that messages flowed seamlessly through both of these channels.

Also, why it was important not to try to utilise every digital tool available but to establish which get closest to your target audiences and to concentrate on them.

That achieved, the next key issue is what you communicate. Not just in terms of the message, but how it stimulates the recipient.

Today, this is termed content marketing and how well you do it will determine the success of your online marketing.

It is your PR people who are best placed to deliver this as their role is to differentiate you in the marketplace.

To stand out in the digital age it is not just a question of having a presence.

To establish a real connection and to stand out from your competitors, you have to generate compelling and thoughtful content that captures the attention of the target audience you wish to influence.

This can be in many forms. If it is the written word, then make your comments count.

Challenge the norm, suggest alternatives, produce statistics and other evidence that drives home a point.

Use video, images and other creative concepts to bring your content to life. Look at online competitions, incentives, surveys and one-to-one feedback.

Whatever you do, keep the content fresh, lively and keep people coming back for more.