Social Media’s Use in Higher Education Recruiting

The End

This has been an interesting class about blogging. I came into it unimpressed with the tool itself, as I previously found most bogs to be rants. Through the class I saw that another type of blog exists – one with research supporting the ideas, and with thoughtful commentary. It has been especially insightful to read posts from my peers. So many of you are incredibly talented in this social media platform and it’s been a pleasure to see your take and creativity in discussing the readings.

Working in higher education in a college that doesn’t use social media in a calculated way to attract students, I wrote about using several social media platforms for recruitment purposes. In addition, I made recommendations based on what I researched at schools that were utilizing social media effectively.


Social media usage has seen a significant shift in the last ten years, especially with colleges and universities that are trying to attract prospective students. Not long gone but certainly less influential are flashy paper brochures, college open houses, and static websites. Colleges and universities recognize they need to increase their social media presence to attract students. Done poorly a college may be “clicked” past, but done well, a college’s social media presence can increase student curiosity and drive students to the college website. Is it working? This paper explores the importance of social media as a recruiting tool, how universities are using it, and, probably most importantly, how prospective students are reacting to it. It explores best practices that universities can follow and offers recommendations for effective, efficient use in student recruitment.

Reflections on Paper

Combined with my case study on the social use at my school, the addition of information from my research on it’s use in recruiting helped me shape suggestions for our Marketing department which included: a faculty spotlight blog, an “Eyes on the ground” student post and Twitter tweets about interesting or important daily events t each of our campus. This would be particulary useful in creating a sense of community between our six campus sites throughout the county.


It’s time to say goodbye. A few of you have been my peers in other classes and its been great to see how we’ve all evolved in our thinking about technical communication and social media. I’ve especially enjoyed the humor and camaraderie. To those of you completing this degree, I congratulate you. To those of you new, I wish you the best on this UW journey.


Posted on December 13, 2015, in Blogs, Creative, Digital, Marketing, Social Media, Society. Bookmark the permalink. 5 Comments.

  1. This class has taught me a lot too about blogging. I never used to use headings in my blog before, but doing so makes the blog look more professional and easier for readers to find the information that they want. Once I have the time, I will be applying that to my own blog.

    Your abstract is a brilliant use of your skills, and this work translates directly into your job. Your paper could be used as proof of why changes are needed in order to recruit more students (and how to show them that your university is the best choice).

  2. While I’m glad students have been noting the role of blogging in this course, I’d like to remind readers that the course as a whole is not about blogging. This group blog is merely a space to collect ideas and respond to readings. As noted on, the course studies “emerging media and digital technologies as catalysts of cultural change, and how such changes have affected the way technical communicators write, share, and consume materials.”

  3. HI Dana,

    It is interesting how schools and universities are evolving and using social media for their own marketing endeavors. Out of curiosity- when researching this program did UW Stout’s social media factor into your decision at all?

  4. Hi,

    No, not at all. I chose the school based on a colleague recommendation, curriculum, responses from Dr. Watts, reviewing the Library services site, and then cost.

  5. Your idea about social media as a recruitment tool is interesting. I did read several blogs when I was researching this program. It wasn’t by design but they popped up in my web searches. I ran across one blog where the writer actually discussed several of the schools I was looking at, this one included. I already knew the program was strong and it was at the top of the list, but reading the blogger’s opinion helped put me over the edge. I did not, however, read any social media that was posted by the school itself. It didn’t occur to me to seek this out.

    I wish you luck with your paper and I hope you have a fantastic holiday!


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