International Educator - May/June 2011 - 89

it’s Here to Stay
Experts agree that social media is no longer a trend—it’s a permanent fixture in the world of recruiting. As part of Kaplan Test Prep’s 2010 survey of college admissions officers, 82 percent said their school uses Facebook to recruit students, while 56 percent use Twitter and YouTube. Parallel growth can be seen in international recruitment as well. However, this doesn’t mean social media is replacing more traditional methods. “Social media on its own is not an effective way to recruit international students. However, it is one of the tools within an international student enrollment manager’s toolbox that can help to attract and engage international students,” Hansen explains. Clark Gregor, assistant director of admissions for the full-time MBA program at University of St. Thomas in Saint Paul, Minnesota, agrees that social media is a complement to traditional recruitment: “We’re still going to need to talk to people, read e-mails, and read applications. There are two types of questions: one that everyone can get value from and one that relates to the student’s specific situation. I would see social media as the value-for-everyone kind of engagement: tuition, visas, financing.” Social media can also be used to promote more “traditional” recruiting methods. Winters says University of Groningen also runs localized Facebook ad campaigns in the countries where they will be attending education fairs. “They have seen enrollment numbers go up in the countries where they have launched Facebook ad campaigns, but it is difficult to attribute increased rates solely to social media as recruiters have also attended education fairs in the same markets.”

in charge of the Twitter feed and another administering the Facebook page. As Hizon says, “You have to pick and choose; you can’t do it all.” Furthermore, it takes both individual and institutional commitment—and internal communication if social media duties are split up. Gregor is the editor of the St. Thomas business school blog, Opus Magnum (http://blogs.stthomas. edu/opusmagnum), which covers business issues, student life, and admissions, while another faculty member edits the Twitter feed. St. Thomas has a social media working group, which meets at least monthly to coordinate their activities. Gregor says he doesn’t differentiate between international and domestic recruitment, but 25 percent of their full-time MBA students are international. One of the things they’ve done with the blog is to post content from current international students.

“The big thing that we’ve found that our followers want is new, original content. We write a blog post and then tweet it. Our blog has new, original content every business day. We have most recently set up the blog posts to automatically tweet as well,” Gregor says. Winters adds that in addition to original content and promptly replying to student’s comments and questions, one of the biggest success factors for social media marketing is having someone who enjoys doing it. And Winters certainly enjoys what she does. One of the first things she did when she launched University of Groningen’s social media program three years ago was to create a Facebook page. She adds that Holland was somewhat behind the United States in adoption of Facebook because of the existence of a Dutch equivalent, Hyves, but it is quickly catching up. For international students, however, “Facebook was an easy choice.”

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Table of Contents for the Digital Edition of International Educator - May/June 2011

International Educator - May/june 2011
Contents
Frontlines
In Brief
Voices UBC President Stephen J. Toope
Building Partnerships: Indonesia and the United States
One Path— Many Destinations
Windfall Scholarships for Education Abroad
66 Weaving Service Into Study Abroad
FSA
International Enrollment
Partnering
A View From Out Here
Forum
In Focus
International Educator - May/June 2011 - International Educator - May/june 2011
International Educator - May/June 2011 - Cover2
International Educator - May/June 2011 - Contents
International Educator - May/June 2011 - 2
International Educator - May/June 2011 - 3
International Educator - May/June 2011 - Frontlines
International Educator - May/June 2011 - 5
International Educator - May/June 2011 - 6
International Educator - May/June 2011 - 7
International Educator - May/June 2011 - 8
International Educator - May/June 2011 - 9
International Educator - May/June 2011 - 10
International Educator - May/June 2011 - 11
International Educator - May/June 2011 - In Brief
International Educator - May/June 2011 - 13
International Educator - May/June 2011 - 14
International Educator - May/June 2011 - 15
International Educator - May/June 2011 - 16
International Educator - May/June 2011 - 17
International Educator - May/June 2011 - 18
International Educator - May/June 2011 - 19
International Educator - May/June 2011 - 20
International Educator - May/June 2011 - 21
International Educator - May/June 2011 - Voices UBC President Stephen J. Toope
International Educator - May/June 2011 - 23
International Educator - May/June 2011 - 24
International Educator - May/June 2011 - 25
International Educator - May/June 2011 - 26
International Educator - May/June 2011 - 27
International Educator - May/June 2011 - 28
International Educator - May/June 2011 - 29
International Educator - May/June 2011 - 30
International Educator - May/June 2011 - 31
International Educator - May/June 2011 - Building Partnerships: Indonesia and the United States
International Educator - May/June 2011 - 33
International Educator - May/June 2011 - 34
International Educator - May/June 2011 - 35
International Educator - May/June 2011 - 36
International Educator - May/June 2011 - 37
International Educator - May/June 2011 - 38
International Educator - May/June 2011 - 39
International Educator - May/June 2011 - 40
International Educator - May/June 2011 - 41
International Educator - May/June 2011 - 42
International Educator - May/June 2011 - 43
International Educator - May/June 2011 - One Path— Many Destinations
International Educator - May/June 2011 - 45
International Educator - May/June 2011 - 46
International Educator - May/June 2011 - 47
International Educator - May/June 2011 - 48
International Educator - May/June 2011 - 49
International Educator - May/June 2011 - 50
International Educator - May/June 2011 - 51
International Educator - May/June 2011 - 52
International Educator - May/June 2011 - 53
International Educator - May/June 2011 - Windfall Scholarships for Education Abroad
International Educator - May/June 2011 - 55
International Educator - May/June 2011 - 56
International Educator - May/June 2011 - 57
International Educator - May/June 2011 - 58
International Educator - May/June 2011 - 59
International Educator - May/June 2011 - 60
International Educator - May/June 2011 - 61
International Educator - May/June 2011 - 62
International Educator - May/June 2011 - 63
International Educator - May/June 2011 - 64
International Educator - May/June 2011 - 65
International Educator - May/June 2011 - 66 Weaving Service Into Study Abroad
International Educator - May/June 2011 - 67
International Educator - May/June 2011 - 68
International Educator - May/June 2011 - 69
International Educator - May/June 2011 - 70
International Educator - May/June 2011 - 71
International Educator - May/June 2011 - 72
International Educator - May/June 2011 - 73
International Educator - May/June 2011 - 74
International Educator - May/June 2011 - 75
International Educator - May/June 2011 - 76
International Educator - May/June 2011 - 77
International Educator - May/June 2011 - 78
International Educator - May/June 2011 - 79
International Educator - May/June 2011 - 80
International Educator - May/June 2011 - 81
International Educator - May/June 2011 - FSA
International Educator - May/June 2011 - 83
International Educator - May/June 2011 - 84
International Educator - May/June 2011 - 85
International Educator - May/June 2011 - 86
International Educator - May/June 2011 - 87
International Educator - May/June 2011 - International Enrollment
International Educator - May/June 2011 - 89
International Educator - May/June 2011 - 90
International Educator - May/June 2011 - 91
International Educator - May/June 2011 - 92
International Educator - May/June 2011 - 93
International Educator - May/June 2011 - Partnering
International Educator - May/June 2011 - 95
International Educator - May/June 2011 - 96
International Educator - May/June 2011 - 97
International Educator - May/June 2011 - A View From Out Here
International Educator - May/June 2011 - 99
International Educator - May/June 2011 - 100
International Educator - May/June 2011 - 101
International Educator - May/June 2011 - 102
International Educator - May/June 2011 - 103
International Educator - May/June 2011 - 104
International Educator - May/June 2011 - 105
International Educator - May/June 2011 - Forum
International Educator - May/June 2011 - 107
International Educator - May/June 2011 - 108
International Educator - May/June 2011 - 109
International Educator - May/June 2011 - 110
International Educator - May/June 2011 - 111
International Educator - May/June 2011 - In Focus
International Educator - May/June 2011 - Cover3
International Educator - May/June 2011 - Cover4
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