Read on Twitter
It's late January, which means many of you are preparing for the peak of yield season, with virtual open houses and student panels.
As you plan your talking points, it's important to remember that you don't own your messaging.
Yup, it's a Friday
.
As you plan your talking points, it's important to remember that you don't own your messaging.
Yup, it's a Friday
.
Here's what I mean. In your sessions, your admits are going to ask about the online education experience.
Be honest.
Select students who can authentically talk about the pros AND cons about your online or hybrid model of education.
Here's why a balanced approach matters.
Be honest.
Select students who can authentically talk about the pros AND cons about your online or hybrid model of education.
Here's why a balanced approach matters.
Your students are savvy. They're searching for peer perspectives on YouTube, Reddit, and other platforms.
And it's important that what they find there matches what they're hearing from your official ambassadors.
If they don't, well, you've created a trust gap my friend.
And it's important that what they find there matches what they're hearing from your official ambassadors.
If they don't, well, you've created a trust gap my friend.
Because here is what they're finding.
In this video, Josh, a senior at Yale, spends 13 minutes talking about the pros and cons of online education. He hits on common pain points, like Zoom fatigue, quality of education, tuition and finance, and the impact of his social life.
In this video, Josh, a senior at Yale, spends 13 minutes talking about the pros and cons of online education. He hits on common pain points, like Zoom fatigue, quality of education, tuition and finance, and the impact of his social life.
Josh has 36k subscribers on YouTube. This video is three days old, but he already has 2,500+ views on his video and 40 comments.
(His videos receive anywhere from a few thousand views to hundreds of thousands of views)
(His videos receive anywhere from a few thousand views to hundreds of thousands of views)
And within the comments, you'll find a range of perspectives. Students at other colleges vouching for his experience. Parents doing research for their kids. One comment is from a Yale REA admit wondering if he should take a gap year. (Btw, Yale, check that name in your CRM.)
It's easy to dismiss comments on social. (It's where the trolls live, dontcha know?)
But comments provide contextually-rich insights into data you're already aware of, or surface individual opportunities to serve constituents (like the REA admit.) http://blog.campussonar.com/blog/the-iceberg-effect
But comments provide contextually-rich insights into data you're already aware of, or surface individual opportunities to serve constituents (like the REA admit.) http://blog.campussonar.com/blog/the-iceberg-effect
So, in summary, as you plan your yield events this spring and summer, don't forget that your admits are already doing their research. Overly glowing reviews from student ambassadors will only sow skepticism.
You don't own your message. You never did, really.
#EMchat I guess?
You don't own your message. You never did, really.
#EMchat I guess?
