Colleges Using Technology to Recruit Students Try to Hang On to the Conversation

Source: chronicle.com Posted By: tesee11 5467 days ago

Higher education traffics in reputations. To thrive as an institution means keeping up with competitors while setting yourself apart. But as good as colleges have become at building brands, the game is shifting to social media, where there is perpetual motion and little control.

Image gains importance in admissions season, and this one's a doozy. It is defined by high anxiety about yield—the percentage of accepted students who enroll, crucial and unpredictable in a slumping economy—and concerted....

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