I recently read a post by Chris Brogan discussing the idea that search is social. After initial brain digestion, I began to apply it to my new position to see what I could uncover. I’m realizing that there is much to be learned regarding our customers and how they access information, but also, what they already think of our product.
How do customers decide upon a college beyond price, location and academics? If they don’t know who you are, chances are, they may not be looking for you. But, do they know what you offer, experientially, geographically and in terms of personal growth opportunities? Does your university culture offer something that others do not, and if so, how are you using that to help students decide to attend your school over another? What doesn’t it offer that may leave some students feeling like they are missing something, and yet empower others?
Creating tactics in social media are one thing, but, creating a branded identity that can be applied to a student’s persona is another. Search – and research based on customer segmentation – is a part of this, as its a part of behavior.
What are your thoughts on creating an experience as an identity, and not just a university brand?