International Educator - September/October 2016 - S10

10  

Rex (Zhen Yang) Chng, student ambassador at
Green River College

challenging for international prospects, social media helps
them better envision the academic and social environment
from afar. Social media is particularly important for yield
when admitted international students are deciding where
to make their final commitment," O'Rourke says.
It's one way institutions can replicate the campus experience. "Social media plays a crucial role to those who can't
physically visit the campus-it's a great way to showcase
the institution's personality," Davies says.

Use Current Students or Alumni to
Engage Prospective Students
The most relevant, personalized content often comes
from the students themselves, as Green River College
(formerly Green River Community College) discovered
with the launch of its social
media ambassador program
earlier this year. As a student
ambassador, Zhen Yang Chng,
an applied mathematics major
from Malaysia, is responsible
for promoting student activities
and documenting events such
as orientation and visits to the
nearby city of Seattle on social
media. "I am personally quite
addicted to Snapchat," he says.
Previously, social media
at Green River College was
coordinated by marketing assistants and there was a lag
between when an event happened and when it was posted
on social media. "In terms
of immediacy, we could not
instantly share pictures or
videos to current students,
or prospective students, on
our social media platforms.
Having international student

INTERNATIONAL EDUCATOR S E P T + O C T. 16 * I N T E R N AT I O N A L E N R O L L M E N T S U P P L E M E N T

REX (ZHEN YANG) CHNG

Social media ambassadors at Green River College

COURTESY OF REX (ZHEN YANG) CHNG

tongue-in-cheek message...However, although there is a
great truth in cultural stereotypes, the current generation of
international students prefers to see themselves as global citizens, hence the cultural distinctions need to be brought in
in a subtle way and this requires a good understanding of the
cultural values of your main target markets," she elaborates.
Winters says that in many regions Facebook is still
to the go-to network, but it depends on the market. "If
you want to use social media to its fullest, it is wise to do
research before you enter a market. Local channels like
VKontakte in Russia and Weibo in China work so much
better than Facebook. Facebook, Twitter, and YouTube are
blocked in China, so entering this market through social
media must be done by the extremely popular local social
media channels," she explains.
In countries like the Netherlands, the United Kingdom,
the United States, and Canada, with high Facebook adoption rates, young people are attracted to alternative, less
saturated channels. "'MomBook' (i.e., Facebook) won't
be the way to capture their hearts. Instead you have to
get creative on SnapChat or Instagram. Social media,
although used worldwide, is not one-size-fits-all. It's actually the opposite," Winters says.
Social media can play an especially important role in
decisionmaking for international students who do not have
the possibility to physically visit the campuses of prospective institutions. "While an actual campus visit may be



Table of Contents for the Digital Edition of International Educator - September/October 2016

Frontlines
In Brief
Insights
Collaborating with Africa
Rice University Finds a Natural Partner in Brazil
Virginia Commonwealth University Students Live and Learn Engagement
At Wake Forest University, Intercultural Skills Start with Faculty
Foreign Student Affairs
In Focus
Going Social
Advice from the Field
Using Social Media to Recruit Chinese Students
International Educator - September/October 2016 - Cover1
International Educator - September/October 2016 - Cover2
International Educator - September/October 2016 - 1
International Educator - September/October 2016 - 2
International Educator - September/October 2016 - 3
International Educator - September/October 2016 - Frontlines
International Educator - September/October 2016 - 5
International Educator - September/October 2016 - 6
International Educator - September/October 2016 - 7
International Educator - September/October 2016 - In Brief
International Educator - September/October 2016 - 9
International Educator - September/October 2016 - 10
International Educator - September/October 2016 - 11
International Educator - September/October 2016 - 12
International Educator - September/October 2016 - 13
International Educator - September/October 2016 - 14
International Educator - September/October 2016 - 15
International Educator - September/October 2016 - Insights
International Educator - September/October 2016 - 17
International Educator - September/October 2016 - Collaborating with Africa
International Educator - September/October 2016 - 19
International Educator - September/October 2016 - 20
International Educator - September/October 2016 - 21
International Educator - September/October 2016 - 22
International Educator - September/October 2016 - 23
International Educator - September/October 2016 - 24
International Educator - September/October 2016 - 25
International Educator - September/October 2016 - 26
International Educator - September/October 2016 - 27
International Educator - September/October 2016 - 28
International Educator - September/October 2016 - 29
International Educator - September/October 2016 - 30
International Educator - September/October 2016 - 31
International Educator - September/October 2016 - Rice University Finds a Natural Partner in Brazil
International Educator - September/October 2016 - 33
International Educator - September/October 2016 - 34
International Educator - September/October 2016 - 35
International Educator - September/October 2016 - Virginia Commonwealth University Students Live and Learn Engagement
International Educator - September/October 2016 - 37
International Educator - September/October 2016 - 38
International Educator - September/October 2016 - 39
International Educator - September/October 2016 - At Wake Forest University, Intercultural Skills Start with Faculty
International Educator - September/October 2016 - 41
International Educator - September/October 2016 - 42
International Educator - September/October 2016 - 43
International Educator - September/October 2016 - Foreign Student Affairs
International Educator - September/October 2016 - 45
International Educator - September/October 2016 - In Focus
International Educator - September/October 2016 - 47
International Educator - September/October 2016 - 48
International Educator - September/October 2016 - Cover3
International Educator - September/October 2016 - Cover4
International Educator - September/October 2016 - SCover1
International Educator - September/October 2016 - SCover2
International Educator - September/October 2016 - S1
International Educator - September/October 2016 - Going Social
International Educator - September/October 2016 - S3
International Educator - September/October 2016 - S4
International Educator - September/October 2016 - S5
International Educator - September/October 2016 - Advice from the Field
International Educator - September/October 2016 - S7
International Educator - September/October 2016 - Using Social Media to Recruit Chinese Students
International Educator - September/October 2016 - S9
International Educator - September/October 2016 - S10
International Educator - September/October 2016 - S11
International Educator - September/October 2016 - S12
International Educator - September/October 2016 - SCover3
International Educator - September/October 2016 - SCover4
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