Colleges Turn to New Media to Recruit Students

Recruiters using blogs, social networking, even text messages
By Laila Weir,  Newser Staff
Posted Jan 7, 2008 4:35 PM CST
Colleges Turn to New Media to Recruit Students
An undergraduate watches during an undergraduate College of Engineering graduation ceremony at Virginia Tech at Cassell Coliseum in Blacksburg, Va., Saturday, May 12, 2007. Student Seung-Hui Cho killed 32 people and then himself on April 16 on the campus of Virginia Tech. (AP Photo/Carolyn Kaster)   (Associated Press)

If MySpace and Facebook are where the high school kids are, then that’s where college recruiters are headed. Schools competing for today’s tech-savvy teens are reaching out to them through podcasts, online videos, virtual campus tours, live chats, blogs, and social networking profiles, reports the Boston Globe—and those stuffy old admissions officers are increasingly in touch with prospectives via IM and text.

"This is how they prefer to communicate, and it gives us a chance to build a relationship with them," says one admissions director. "Technology is changing the admissions landscape very quickly." An increasing number of students who find colleges online, plus declining response rates for direct mailings, have driven the change. "Students find us on the Internet," said another admissions officer. (More college admissions stories.)

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