International Educator - September/October 2017 - Supplement - S7

Strengthen Social Media
Outreach, But Don't Neglect
Other Channels
International enrollment management
colleagues often fail on social media when
they don't tailor their outreach strategy to a
particular market, according to Di Maria. "A
particular social media platform may work
well in one country, but it may be unpopular or even prohibited in another," he says.
Di Maria recommends two strategies
for that kind of digital tailoring: Colleges
should survey their current international
students about social media, and they
should also include a question on their
international applications about digital
communication. For recruiting in countries not yet represented on campus,
universities should contact agents and
other experts, he says.
"Social media accounts need to
constantly be maintained with localized
content that engages followers," Di Maria
says. "This not only includes posting
information that is of interest to the target
audience, but also ensuring the postings
are culturally appropriate and made in the
local language so as to make the content
accessible to as many people as possible."
Salma Benhaida, director of international recruitment, admissions, and
sponsored student services at Kent State
University, agrees that universities need to
be where their target markets and market
segments are: on social media.

"Social media is changing how marketing is done worldwide and international
enrollment management is no exception,"
she says. "International students not only
rely on social media to stay connected
with family and friends, but they now seek
information to assist in their decisionmaking on social media."
That said, recruitment offices can't rely
solely on social media. Tesar says that his
experience and the data he's seen point to
social media being less important in the
-selection process than personal contact
with the university, the school website,
recommendations from a personal connection, and other traditional methods.
That's consistent with what Jon Weller,
director of international admissions at
University of Cincinnati, has seen.
"In my opinion, social media is still a
secondary tool," Weller notes. "Nothing
beats a solid website. Social media tools
can refer students to your website for all
the details they need, but they only work if
the website you are referring them to has
the information they need in an easily understood format." And with Facebook and
Instagram banned in China, universities
need to turn to WeChat and Weibo in that

country, he adds. "Skype is still a popular
tool for connecting with students, but
WhatsApp is becoming incredibly popular
in many markets around the world."

Mine and Leverage
Institutional Data
A university president that Di Maria used
to work for once asked him to justify the
costs associated with using third-party
recruiters to reach international students.
Working with colleagues in the budget office, Di Maria was able to demonstrate that
the tactic he was being asked to defend
returned $8 for every dollar spent; he has
used the same type of return-on-investment analysis to successfully advocate for
additional budget and staffing.
Another tool that other universities
and colleges are beginning to adopt is lean
process improvement, says Di Maria. "This
is one of my favorite tools, because the
only investments required are time and
objectivity," he says.
Here's how lean process improvement
works, according to Di Maria: International enrollment management professionals,
who may be understaffed or lacking for
necessary resources, can take a close look

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:

* American language and culture

* Special events

May-June, July-August

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

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

I N T E R N AT I O N A L R E C RU I TM E N T A N D 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.17  INTERNATIONAL EDUCATOR

7


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Table of Contents for the Digital Edition of International Educator - September/October 2017 - Supplement

International Educator - September/October 2017 - Supplement - SCover1
International Educator - September/October 2017 - Supplement - SCover2
International Educator - September/October 2017 - Supplement - S3
International Educator - September/October 2017 - Supplement - S4
International Educator - September/October 2017 - Supplement - S5
International Educator - September/October 2017 - Supplement - S6
International Educator - September/October 2017 - Supplement - S7
International Educator - September/October 2017 - Supplement - S8
International Educator - September/October 2017 - Supplement - S9
International Educator - September/October 2017 - Supplement - S10
International Educator - September/October 2017 - Supplement - SCover3
International Educator - September/October 2017 - Supplement - SCover4
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