Growing Up Online

From this week's Monday Marketing Minute, in case you missed it.

A Frontline documentary aired last week on PBS, Growing Up Online, digging into what we know as social networking – self-created, virtual societies. The most popular of these are obviously MySpace and Facebook. The documentary covered many social networking issues and was very insightful and engaging with first-hand accounts from teens, parents, and researchers.

Citing that the Internet has created the greatest generation gap since rock 'n' roll, it is critical for those of us working with teens to understand the motivation behind social networking.

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One thing you can pull away from Frontline’s documentary is that social networking is not going away. It is not a passing fad. Teens today are immersed in a virtual world that is not a separate place, but a continuation of their existence. Your recruiting efforts should, if they do not already, support this.

Today's students largely have no concept of life without the Internet. They are the first generation to come of age with the Internet. What does this mean for your admissions website?

• Your site has to be interactive. Why? Because teens’ expectations come from years of sitting in front of a screen and clicking a mouse. And, they are starting earlier, with sites such as Club Penguin and Webkinz attracting young elementary-age kids.
• You are not off the hook in providing an interactive “friending” experience on your website because a special Facebook group exists for your next incoming class. Prospective students trust you and your site when it comes to complicated and life-impacting decisions such as the college search, admission, and acceptance process. And don’t forget – they are highly capable of managing profiles on multiple sites.   

I leave you this week with a couple of questions:

• Check out "Growing Up Online".  Once you have, does it provide any insight into changes you may want to make to your website?
• How will your website help you cut through the electronic noise and engage your students?