The innovation of social networking utilities has forever changed the way that people communicate. As a reluctant convert to the world of social networking, I can honestly say it has changed the way I keep in touch with friends and family. However, the world of social networking offers more than just the opportunity for college students to check in on a friend interning in Dubai or a third cousin in Welch, W.Va. It has become a fundamental element in constructing low-budget marketing campaigns for both private businesses and public universities. The U is one such university that has seen a major benefit both fiscally and socially by utilizing a social networking marketing campaign.
A March 2009 report from the Social Media Marketing Industry Report revealed that 88 percent of marketers are using social networking to market their business. Eighty-one percent of marketers said that they noticed a significant increase in exposure as result of social networking. Of the 88 percent, the top four most utilized utilities are Twitter, blogs, Linkedin and Facebook. Universities are also joining the social networking frenzy and for good reason. Social networking offers universities the ability to advertise at a fraction of the normal cost and to keep in contact with prospective and current students, fans and alumni for free.
Varsityoutreach.com is compiling a comprehensive list of all U.S. universities and colleges with Facebook pages; there are 546 listed. Utah has five, one for every major college or university in the state.
Josh Paulsen the marketing manager of the Office of Marketing and Communications said the U has had a great response to its Facebook group. Paulsen went on to say that it allows for contact with prospective students who make up about 10 percent of the group members, current students who make up about 30 percent and facilitates increased support and scholarship money from the alumni, who make up about 40 percent. The remainder of the group members is just fans of the U or U health care patients.
In addition to a large Facebook group, which currently has 11,174 fans, the U has also found success with Twitter, a blog page and Youtube, which in May listed a video posted by the U in the top 20.
The marketing capabilities with social networking are endless and cheap. The total cost to run the U’s various social networking conglomeration has been about $500, according to Paulsen. In an economy in which professors are no longer allowed to print class syllabi, this technology has come at an opportune time. Instead of cutting advertising, or burning through cash that could be used elsewhere, the U has done well to find a cheap advertising outlet.
By focusing on social networkings as marketing tools, the U will not only be able to reach more people such as prospective students and donating alumni, it also will allow for greater exposure at a time in which the U does not have the advertising budget it had several years ago.
Marketer’s Use of Social Media Tools
Social Media &- Percent of Respondents Using
Twitter 86%
Blogs 79%
Linkedin 78%
Facebook 77%
YouTube or other video 41%
Social bookmark sites 38%
Forums 38%
StumbleUpon 28%
Digg, Reddit or similar 26%
FriendFeed 18%
Source: Social Media Marketing Industry Report, March 2009
Jeffrey Jenkins