THE PENDULUM

by Madelyn Smith, November 17, 2009

America's teenage population is more technologically savvy than ever before, and college admissions officers are now jumping at the chance to appeal to this high-tech generation. Many colleges across the nation are using popular social networking sites such as Facebook, Twitter and YouTube in the application process to attract potential students.

According to the National Association of College Admissions Counseling, about 60 percent of schools are now using social networking sites in their admissions processes.

One of these schools is Monmouth University in New Jersey, which is giving applicants the choice to submit either a written essay or Facebook video essay. Freshmen at Rutgers University have created blogs directed at prospective students to better educate them about college life. These blogs have proven popular, attracting more than 100 visitors daily.

Melinda Wood, associate dean of admissions and director of applications, said Elon has not yet considered offering an essay alternative online. Wood said after some additional planning and research, they would be willing to look into YouTube as a creative addition to the admissions process.

During the past five years, Elon has implemented several techniques to better connect to applicants, including Twitter pages, a Facebook fan page, admissions blogs and monthly AOL Instant Messaging question ans answer forums.

Cindy Barr, assistant dean of admissions, said Elon Admissions' Facebook fan page has been helpful in educating potential students about events and updates on the admissions process. The page has almost 300 fans, 50 percent of whom are current students or applicants. This has also allowed alumni to connect with applicants and answer any questions they might have about Elon or college life in general.

Colleges also recognize they must be wary of their online presence. Kaplan states that 71 percent of admissions officers reported potential students had "friended" them on Facebook. Many schools believe befriending applicants allows them to see a more accurate portrayal of the student, but both Wood and Barr said they believe that if Elon were to do so, students would be discouraged from applying.

"We as an admissions staff have to enter into the social networking world carefully," Barr said. "We need to make sure that students know that our pages and blogs are out there, but we cannot create relationships that are too casual."

Tim McMahon, assisstant professor of communications, said he agrees.

"Social media such as Twitter and Facebook are a means to connect," he said. "Further, the goal of these online connections should be to advance potential students to on-campus visits. I believe Elon does this well. Interested students who show up on campus are generally favorably affected. That would indicate expectations set online are consistent with real-world experiences."
Elon's online presence is maintained by admissions staff members who monitor trends in social networking sites and try to use those trends to appeal to more students.
One recently popular admissions tool has been Elon's monthly AOL Instant Messaging session. Interested students are invited to a 90-minute, Elon-controlled chat room to ask faculty, staff and current students about all aspects of student life. The chat rooms have been well received and will continue to be available for applicants in the years to come, Wood said.