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For social and mobile media marketing, we are still what I would call, you know, testing
and where we’re trying to measure a form of success has really been through, you know,
how many friends do we have, how many fans do we have? In the case of looking at, you
know, videos, how many views did we have? You know, was it-- is there a conversation
taking place in terms of feedback? And so our measurement of success today is not from
lead generation, but it is from participation. So it’s really from, you know, did they
become a friend, did they become a fan, did they send the video to someone or link to
us in some way? And you know, did they come back? So we’re just measuring it in different
ways than has been our typical lead generation activity.
So from that sense I think we’re successful in that we are participating. We’re being
where the conversation is taking place and we’re not, you know, shying away from it.
Because I think the thing that you learn from both social as well as mobile is that not
everything that you’re gonna hear is something that potentially you want to hear about your
brand. So being there can not only-- only be from a point of creating awareness, but
customer service, or engaging in a conversation that you shouldn’t nor-- you know, not be
aware of. Because you may want to say, like, “I don’t want to hear this,” but you
should because that’s the conversation that needs to be taking place and it’s a two
way conversation.
As an education marketer, I mean I believe that one thing that, you know, quite a few
people identify with is the school that they attend and the education that they receive.
And so by participating in social media you are being part of, you know, either influencing
or creating that word of mouth feature amongst not only your alumni and current students,
but prospective students, ‘cause they’re there to learn more about, you know, what
you have to offer. So in the education space, you know, we have really tried to engage,
you know, both current students and graduate students, you know, to talk about the experience.
And the influencers really on that peer to peer level than being the brand that’s sort
of talking to our audience. And so, you know, it’s a big decision, you know, in terms
of your education, your investment in both time and money. And so as a, you know, marketer,
you know, we want to make sure that we are creating that outlet, you know, for, you know,
an alumni or even prospective student to talk about it and create their case, and for a
prospective student as well.