6 Tips for Engaging Prospective Students on Social
What Works and What Doesn’t When You’re Trying to Build Connections
Millions of Americans between the ages of 18-29 access social media, and around half of millennials and Gen Z check their accounts multiple times a day. The social media revolution has swept us all up in its wake, and any school that doesn’t try to leverage it to find new students is leaving potential enrollments on the table. But what should you do, as a school, to create engagement and forge those connections.
Before We Begin
Before you can make the most of your social media accounts, there is some foundational work you need to do or you’re going to struggle:
- You need to have a clear understanding of your brand and your unique selling points (USPs). If you don’t know how your school stands out and what you bring to the table, you’re going to have a hard time presenting your institution to prospective students.
- You need to know the platforms where your prospective students are. There are a lot of social media sites out there and each of them pull very different age demographics. Trying to put full-throttle energy into all of them will spread you too thin. Know where you’re most likely to find your best prospects and concentrate there.
Create a Vibe
Your social media platforms should reflect your brand, your campus, your programs and services. Your USPs should be continuously featured, and as much as possible, you need to give prospective students a vision of what attending your school will be like.
- Feature photos and videos in your posts that show your buildings, your classrooms, and your labs.
- Talk about what’s around the campus itself, like childcare facilities, parks, restaurants, and activities.
- Give them glimpses of student life and ideas of what it will look like for them to study at your school.
Build Community
Instead of thinking of your social media platforms as a soapbox to shout about your school, think of it instead as a community space that you’re building. You want prospective students, current students, and alumni to want to be present in those spaces by doing things like:
- Posting actively and often, preferably on a steady schedule. Potential enrollees should be able to come to your social media sites and see that you’re active.
- Encouraging interactions and connections with students by asking questions, sharing experiences, and being responsive
- Ensuring that what you post is something that your community can resonate with and relate to
Add Value
It’s one thing to get yourself in front of some new eyes on a social platform; it’s another thing entirely to have them come back to your spaces again and again. One of the best ways to do that is by making sure you’re providing a “value-add”—i.e., they’re getting more out of your social media that just a photo and a caption.
- Vary the kind of content you post so it’s not just promo, but instead is also linking to resources, discussing relevant topics, and showcasing your expertise
- Repurpose school resources on career advice or navigating financial aid, especially if you have downloadable content that you can direct interest to
- Highlight the knowledge of your faculty and staff regarding the industries and programs your offer
Platform Students and Alumni
There is no substitute for the power of real, actual students and alumni talking about your school. Photos, videos, and features of current students, recent graduates, active alumni, and faculty not only give potential students a clearer idea of what your school is all about; it also puts a human face to your brand. Consider doing things like:
- Spotlighting achievements and success stories, whether that’s an alumnus who just hit a notable height in their career, a faculty member who was recently awarded, or a class of graduating students
- Having current students contribute directly to your social platforms by organizing a “takeover” of your account, where a student is given the opportunity to authentically engage with prospects, take them around their day, and answer their questions
Leverage the Video Advantage
The growth of video content—especially short-form videos like Tiktoks, Reels, and YouTube shorts—opens up a real advantage for schools. Taking the time to produce and post video content can pay real dividends in the form of increased brand awareness and more engaged audiences. If it seems like a daunting or time-consuming project, remember that one short-form video can be posted across multiple sites, boosting your reach.
- Feature students in testimonials or man-on-the-street type interviews talking about your school, their program, and what they’re learning
- Put together virtual campus tours that take potential students around your facilities
- Set up informative livestreams on a regular schedule where you can do a deep-dive on a relevant topic, like admissions requirements, and encourage viewers to ask questions
Connect Back to Your Site
Your social media accounts should be extensions of your website in every way—from branding to link referrals. After all, it’s a give-and-take: prospectives who find your social posts engaging need to be encouraged to fill out interest forms on your site, and prospectives who find your site should be able to easily find your social media platforms to help in their decision-making.
- Invest in a regularly updated blog as part of your efforts to showcase your expertise and add value, and then reference and utilize blog posts and topics on your social platforms
- Feature your social media on your website by embedding your feeds and displaying your posts so that visitors can get a deeper sense of your brand and unique offerings
It’s Time to Get a Little More Social
Sorry in advance to my fellow introverts, but investing in social media engagement is a can’t-miss opportunity. As a school, you need to be looking at what you’re doing, where you’re spending your energy, and how you can truly paint a picture of what life and education at your campus will be like. Today’s online generations want authenticity, they want to feel connected, and by putting your school out there and getting a little more social, you can start turning engagement into future admissions.
