Social Media Use by Enrollment Management

This chapter investigates two different uses of social networking sites (SNSs) within the same higher education institution. One was used as a means of communicating with students whilst they were still making their study choices, whereas the second aimed to create a medium for student interaction before they arrived at university. Whilst both attempts had some degree of success the setting up of the SNSs, dissemination, and control of content were not without their difficulties. Having outlined the theory behind SNSs, the chapter then highlights both the rationale behind the decision to use them and the experience of both users. It then describes how lessons learnt led to changes being made in the following year, before concluding by providing some recommendations for others looking to try similar techniques.