International Educator - September/October 2016 - S12

ambassadors join our social media allowed
us to engage with students faster," Chng says.
He used social media in his own research
of universities in the United States: "I think
a school should focus on its strengths, and
cover something they usually don't mention,
such as diversity."
Chng suggests that if institutions are
posting in English, they can personalize
messages to prospective students in target
markets. "If a school sends greetings for Lunar New Year or Eid, they can add Chinese
or Arabic to that post," he says.
Web and social media specialist Lansing Bryan, who manages the Green River
College social media ambassador program,
says that the best content is student generated. "It is so much more engaging because
students know what will appeal to their age
group and are so comfortable using various
platforms," she says.
"What works for social media marketing? Authentic and quality content. My
ambassadors give me this all the time, which
makes my job a lot easier. They create great
content that can also be used to promote the
college. I have built social media campaigns
based on some of the images and videos that
students have created," Bryan elaborates.
Green River also hires international students as student marketing assistants to boost

their recruitment efforts in countries such as
Korea and China.
"Students, both past and present, are the
best ambassadors for any school, because
they can speak candidly from the perspective
of a student, not an administrator. Students
can help guide prospective students by honestly answering a wide variety of questions
about every aspect of student life whether
positive or negative," says Stephanie Scoby,
senior director of international marketing.
"Their familiarity with the culture and
fluency in the language reassure prospective
students and their parents. The training is
basically that students be open, authentic,
and responsive and engage students."
Lee reiterates the value of engaging current students and alumni in social media
efforts. "Students create more compelling
and authentic content than any agency or
internal marketers, and prospective students
trust user-generated content," he says.
Ripmeester adds that international
students can also help you assess your institution's social media strategy. "Listen to your
current students," she advises.
University of British Columbia (UBC) in
Vancouver, Canada also uses student-created content. "By re-posting user-generated
content on Instagram, Facebook, and Twitter, with the proper permissions, we can

Providers of Exceptional Learning Experiences
Syracuse University's English Language Institute offers:

Academic year programs:

* Intensive academic preparation

* Excellent instructors

August-December
January-May

* Legal English

* Personal attention

Summer programs:

* Special events

May-June, July-August

* American language and culture

12  

Best Practices
for Using Providers
For some markets, especially those that
require local foreign language expertise,
institutions might outsource their social
media marketing efforts. O'Rourke recommends "sticking with reputable student
search services that comprehensively represent all higher education options regardless
of who is paying them." "These are the digital college search services that students are
more likely to use as well," he says.
On the other hand, Winters prefers to
keep social media management in-house by
dedicated staff members. "I understand that
due to time issues or geographical reasons
(i.e., China), institutions choose to outsource
it. You have to make sure the company truly
represents who you are in tone, in answers,
in information flows. You have to make sure
you keep control of your channels. What
you don't want is a company disappearing
on you, and leaving you without access to
your channels. It happens," she says.
Reinig advises including something in
any contract with third-party providers
about what happens if a student comes to
you through social media but made initial
contact through them.
Davies suggests asking vendors for their
track record in higher education. "Specifically ask for case studies around the subjects
you want to promote or in the countries you
want to be visible in. There are a few marketing agencies that specialize in student
recruitment and they'll be able to supply this
information to you and provide you with an
idea of what you can get for return of your
investment," she says.
IE
Endnotes
1 "Students Online: Global Trends". Page 7. http://
www.topuniversities.com/publications/
students-online-global-trends-report-2015
2 Ibid, pages 8, 14

English Language Institute
700 University Avenue, Syracuse, NY USA 13244-2530
Phone: 315-443-8571
Fax: 315-443-1530
E-mail: elimail@syr.edu
Web: eli.syr.edu/nafsa

show our followers authentic experiences
from current students at UBC," says Jessica
Allen, UBC social media coordinator.

Phone: 315-443-9378
E-mail: summer@syr.edu
Web: summer.syr.edu

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

CHARLOTTE WEST is a freelance writer in Lima,
Peru� Her last article for International Educator
was "Designing Solutions" in the July/August
2016 issue about global learning in art, design,
and architecture programs�


http://www.topuniversities.com/publications/students-online-global-trends-report-2015 http://www.topuniversities.com/publications/students-online-global-trends-report-2015 http://www.topuniversities.com/publications/students-online-global-trends-report-2015 http://eli.syr.edu/nafsa http://summer.syr.edu

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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