Social Network Marketing Part 2 (continued): Specific Applications for Education Websites (article 1 of 2)

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Maybe we should start with what not to do. I would not try to be the next MySpace, trying to be everything to everybody in online social networks. Needless to say, MySpace will probably win that battle. But there are many things you can do with your own web site that are low cost and can initiate you into the world of social media and Web 2.0. Here are a few key ones to start with:

Blogs with comments - A blog, which you probably know by now is short for 'web log', is the cornerstone of a social network web site, especially for a non-profit and/or an education institution. Deliver a little education with every blog posting, and let the blog(s) show the personality of your institution. Focus on a topic or topics that you represent. Are you an institution with a specialty in commercial banking? Are you a non-profit helping students find ways to get to college? Offer blog postings that will appeal to the interests of the student market you are trying to reach. If possible, offer blog postings that can establish your institution as a top information source on a specific area of interest to your target student market. It is also important that you allow comments to be given under your blog for logged in users, which increases interactivity and brings out the "social" aspects of the blog.

Blog Content - So where do you get the content for your blog? This is the most difficult part for me to suggest, because I don't know your situation. But for most non-profits and education organizations and institutions, there are normally many relatively low-cost solutions available. These are some lower-cost techniques I've come across:

1. Encourage faculty to volunteer - Your faculty represent the personality of your institution more than anyone else, especially through the eyes of the student. Your faculty are an incredible resource, so try to tap into them as much as possible to establish your social network web site. Ask if they will volunteer to contribute blog postings on your web site focused on topics you believe will fit the description above. You may be surprised at the positive response you receive. It can be very advantageous for them and their careers to be featured by your institution on its homepage in an "expert" blog.




2. Hold contests for faculty - If you have difficulty attracting faculty to blog for non-financial reasons, it may work to hold contests that pay small stipends, gift certificates, or other small awards to encourage quality blog content. At the end of each time period, perhaps a week, you could collect blog postings from faculty and give out awards for the winner (or potentially multiple prizes if there is more than one that is acceptable).




3. Encourage students to blog - Students are another great source for blog content that may be of interest to your target students. It is a great way to give potential students an inside perspective of a student already in the program and get them excited about taking the plunge themselves. This may be part of a student project, a student fellowship, or a volunteer effort.




4. Encourage alumni to blog - A third group important to your institution or school is your alumni base. They may provide interesting content about the industries that potential students would pursue through receiving an education at your institution or school. They may just provide interesting insight into life after school that could increase interest in your programs. Talk to your alumni and see what may be possible.




5. Volunteers from the Community - The above four suggestions reflect possible sources primarily for education institutions or schools. But if you are a non-profit organization that is serving education, but you don't actually have faculty, alumni, or students yourself, you may be able to tap into the schools and/or institutions that you serve. Ask them to provide the groups mentioned above, but with the perspective that reflects your organization as a support organization for their school or institution.

To be continued...