Feature Articles

Public social networking sites have caught on with the same intensity and desire that most people save for chocolate cake. There’s a “you have to try this” attitude among new users that is infectious to friends and family. Multiple generations seem to enjoy the collective sharing and collaboration that occurs on these sites. But there is still a generational divide in usage numbers. There is also a generational divide in what is being shared and with whom.

Colleges and universities recognize the value in social networking. It provides a cost-effective way to market their offerings and entice new students. But its newness does bring forth several ethical questions in regards to connecting with said students.

What does an admissions officer do when a well-meaning 17-year-old wants to friend his or her personal social networking profile. On one hand the connection can be a beneficial one, a mutual exchange of news as well as a way to stay connected and possibly persuade the student to choose the college in question. But it can also be a situation fraught with danger, or at best an uncomfortable ending.

The millennial generation thinks nothing of adding acquaintances to their list of friends while older generations tend to save this distinction for people they want to be legitimately connected to. How do you navigate the waters between serving as a representative of your college (and doing your best to recruit viable candidates) and keeping your personal life personal? (Even if you have an admissions account on a public social networking site, do you really want to friend every prospective student?)

The answer to this social netiquette question lies in private social networks. If said college offered a private social network, the admissions representative could friend or connect with every interested student. It also provides the student a place to have a “professional” or “manicured” social profile, free from high school party pics and offensive language – as sometimes posted by otherwise well-meaning friends.

A community, surrounded by college branding, could serve to answer the questions and provide a forum for discourse between potential and current students. Blogs and forums could provide a taste of college life for both potential students and their parents. Plus, parent groups could be formed to ease adult concerns over their children leaving the nest. A private site means there is less potential for rival colleges to post derogatory things to your wall and you can have peace of mind knowing your data is secure. You also have a way to report on your collected data.

A public community is a great way to get the word out about your school, but using it as a bridge to your private online presence allows you to accomplish your mission of attracting the best and brightest students around. Their parents are trusting you to help keep them safe while they attain their degrees. Why not show them that’s your goal before they even become students?