That becomes abundantly clear in the case of college recruiting.
We have a fully empowered social-media equipped market comprising teens who shun most of the vehicles many of us think of as being new and cutting edge, like blogs and Twitter. They are deeply rooted to Facebook and texting as their preferred media.
Teens, the research tells us, don’t use mainstream media except maybe TV as background, don’t e-mail, and basically leave Twitter to adults. Their facebook activities and texting are confined to their circle of friends.
Of course parents and high-school advisors have influence — because many teas are driven to get into college — the right college. Of course they have tremendous on line resourcers including reference sites and digital match-making tools.
So how do admissions offices avoid producing messages the kids don’t pay attention to, and effectively reach out to their potential freshmen? It’s looking more and more like the answer is strategic buzz.
Tags: college admissions, college marketing, college recruiting, Marketing Communications, Social Media