I can remember when many school administrators raised their collective eyebrows at social media a few years ago. You could almost hear them saying under their breath, "Over my dead body!" That was probably because few people back then understood social media. The marketing people were suspicious of social media because it was not as familiar as the analog marketing methods to which they were accustomed.
The way we used to market schools
Decades ago, your beautiful school brochures and catalogs were how you got the word out about your school and its mission. Those printed materials were expensive and time-consuming to produce. But that's all we had. Then along came the Internet. Schools built websites—pretty basic ones at first. But as the technology advanced and professional graphic designers got their hands on those school websites, the result was a product just as elegant and compelling as any of those brochures and catalogs we used to have lithographed. While most schools still produce brochures and catalogs, most of these are done in-house.
It seemed that you had barely got your website tweaked to dazzling perfection, replete with online applications, inquiries, video tours, and all the bells and whistles 21st-century web designers could cram into them when along came Facebook, YouTube, Twitter, and Pinterest. Social media was suddenly socially acceptable. Not only was it good, but it was essential to include it in your marketing strategy.
Let's look at social media and see how best