Obviously there are many rewards to being able to connect with students online: positive stories of things happening on campus, perspective students snapping photos of their acceptance letters, etc.; however, bringing the University brand social can also have it's risks. A student who is upset, like any customer, can tweet to one of these SNHU accounts, talking about the experience they had. SNHU now has the responsibility to respond in the appropriate manner.
Entrepreneur.com recently posted an article titled "4 Quick Tips for Using Social Media for Customer Service:
1. Have a Separate Customer Service Account
2. Aim for Single-Contact Resolution
3. Be Smart With Handling a Crisis
4. Train Your Staff
http://www.entrepreneur.com/article/225912?utm_medium=referral&utm_source=pulsenews
SNHU has an account on Twitter: @SNHUsolutions, which I think is supposed to be a Customer Service account but they haven't tweeted since December 15, 2012. Most of SNHU's CRM happens on @SNHU or @SNHUoncampus, and most interactions seem to be positive which is a good thing.
Southern New Hampshire University cares about their students, and it shows by how far SNHU is willing to go to connect with their students online.
Good analysis Dan. The SNHU Solutions account is more utilitarian at the moment being tied to a concierge-like system that the student life department promotes mostly with incoming freshmen in the Fall. We currently handle a lot of the CRM, as you said, for campus complaints/cheers from the On Campus account. Likely will look at whether the solutions account is necessary for the future.
ReplyDeleteWe're also, on campus, continuing to consolidate accounts when necessary, but it's a huge undertaking that will take time. We're getting there but we need to weigh the options with each department and judge the merits of the interactions with CRM vs. info postings and the departments vs. just handling from the main on campus account, @SNHUOnCampus.
ReplyDeleteIt's a long road with a bit of trial and error but we're getting there.
Jason Mayeu
Director of Creative Services, University College
I appreciate the comments, Jason! Do you monitor what each department/organization tweets or uses as a logo?
ReplyDeleteWe've begun to centrally locate many on campus account. We don't necessarily monitor each account everyday but rather take a look sporadically to see how things are going. Give pointers when needed. Help when needed and otherwise provide some guidance.
ReplyDeleteRegarding branding, yes we control the profile photo for consistency.
That's great, Thank you Jason! I think it's a great idea to have a standard profile photo for consistency and legitimacy.
ReplyDeleteColleges should be on social media as that is where the current and prospective students are. Even if a comment iis negative, the institutions can respond before the problem exacerbates. However, the schools need to engage consistently and regularly to have credibility in the media. It is better to be on fewer platforms, and be effective, than be on several and not do it well.
ReplyDeleteI totally agree, thanks!
ReplyDelete