International Educator - September/October 2016 - S5

Reinig says that Instagram, a popular photo sharing site, is a great
tool that institutions can use to showcase their campuses. "Students
love the visual aspect," she explains. "We do hashtag campaigns on
Instagram to gain their attention."
Davies adds that some institutions use selfies, a self-portrait often
taken with a camera phone, to highlight campus life.
Ripmeester says that the current generation of students is no
longer satisfied with generic content, and is looking for potential
returns on itseducational investment and information on careerrelated outcomes. "Posts now need to include useful information
about what the university has on offer and what you gain if you decide to attend that institution as an international student. Saying that
you provide 'good education' and that you have a 'beautiful campus'
will no longer do the trick. Prospective international students want
to see what is the added value of that particular institution," she says.
Reinig points to a trend toward using more personalized message platforms such as Whatsapp, a mobile application that allows
individual and group messaging. "Students want the personalized
touch," she says.
She says many students turn to Whatsapp and other messaging
services when they have difficulties reaching universities through
more traditional channels. A 2015 report from topuniversities.com on
global trends in students' use of online resources found that students'
preferred method of direct contact with universities is by e-mail.1
Winters has witnessed a similar development. "With some channels

becoming so mainstream and big, it is interesting to see that the oneto-one or small group chat channels, like WhatsApp and WeChat,
are also becoming more important. There is a need to also have more
'intimate' talks next to the more public channels," she explains.
When students do engage prospective universities via social media, institutions should respond quickly-and that means within
two hours. "Respond personally and thoughtfully, not just sending
a link to your homepage. If you don't engage at a human level, you
are not in touch with this communication channel," Waxman says.

Social Media Complement
Traditional Recruitment Tools
Despite all of the recent attention about the importance of social media, it has not replaced more traditional marketing methods such as
print collateral, university websites, or college fairs. Topuniversities.
com reported that students consider online and offline resources to
be equally important. Students use official websites to find information on courses and admissions processes, and use social media to
generate ideas and compare options. The report's findings suggest
that international students use social media to gain insights from
peers, and that social media complement less official and less personal sources of information.2
Some experts argue that social media is a complementary-
not primary-recruitment tool. According to Richard O'Rourke,
associate director at the University of Illinois-Chicago Office of

Fayetteville: A great college town in the heartland of the
USA with friendly people and gracious hospitality!

University Admissions

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Master's and Ph.D. Programs
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requirements
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Intensive English Program

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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 * S E P T + O C T.16   INTERNATIONAL EDUCATOR

5  


http://www.topuniversities.com http://international.uark.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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