Trendspotting at EduWeb

November 8th, 2007

Higher ed web pros aren’t shy when it comes to describing online innovations – a big factor that makes EduWeb so appealing. It’s a good place to trendspot, determine what’s gaining traction, and see where your school fits on the web innovation curve.

That said, I thought it’d be well worth sharing key observations from EduWeb 2007. While not a comprehensive list by any means, these examples should spark strategic thinking as you plan for 2008 – or validate your approach.

And while we’re at it, take two minutes to post a comment. Which of these ideas are current/intended priorities heading into 2008 and why/why not?  What do you consider the top three priorities for your college/university site?

With that, a few findings from EduWeb ’07:

Blogs
A year or two ago, the question “To blog or not to blog?” was a hotly debated issue in higher ed. At the time, a few bold schools were dipping their toes into the water. Today, it seems as if everyone’s in the pool. Strategies are evolving, but the authentic voices of trusted students, professors or college leaders are worth their weight in gold on the web. Blog-related questions floating around EduWeb 2007: “How many students do you allow to blog?” and “Do you censor/review posts?” For a best-practices lesson in blogging, check out Johns Hopkins University’s “Hopkins Interactive” site run by Daniel Creasy, senior assistant director of admissions.

Web Video
More and more, it’s a YouTube kind of world. Online videos, user-generated content, ‘authentic’ video interaction on your site set the table for genuine online engagement. Schools are rapidly adapting to use video to convey their message. For the cost of a handheld video camera and some bandwidth, schools can easily deploy student ambassadors to film a day in the life, a dorm tour, or a professor interview that grabs visitors’ interest. For a great ideas around using online video, see EduWeb presenter Mars Hill College’s TVMHC.

(While you’re at it, see Furman U’s Engage Furman admissions site with videos and student journals, a highlight of EduWeb ’06).

Analytics
With a larger percentage of college marketing budgets moving online, the need for a solid website analytics and online measurement plan is growing. An increasing number of higher ed web pros are adopting an active measurement and optimization strategy to connect effort to result and be more accountable. The good news is analytics tools are becoming more attainable in higher ed circles (Google Analytics = free). The best news: web practitioners we spoke with say they are starting to actually do something with those hefty analytics reports they’ve been running, using the data to make positive changes to their websites.

Web Governance
Ownership of web continues to be a hot button.  From what we’ve seen, it’s often a political hot potato that leaves your web strategy suffering on the sidelines. Based on our discussions with in-the-trenches web folks, colleges that have clearly identified roles and responsibilities and internal collaboration between departments are having more success online. Many participants highlighted effective partnerships between communications, admissions and information technology. Others who were struggling grumbled that it was simply getting in the way of getting things done.

Message control
One of the most compelling (and amazingly simple) ideas for improving your school’s online presence came during an opening keynote from Bob Johnson, higher ed marketing veteran. Johnson had one word for the crowd: Wikipedia. In a large percentage of cases, when you type a school name into Google, the first page of organic search results contains a link to the Wikipedia entry on said school. If the “you” is a 17-year-old high school student, this will be among the first things they read. So the message is: If your school does not have a Wikipedia page, create one – today. And if it does have one, edit it so it drives home the right message, the right links, and the right story about your school. If you don’t pay attention, someone will do it for you. But don’t expect to be the only one in control of your message online.

David Aponovich, CMS Strategist
ISITE Design
November Guest Blogger

 

Entry Filed under: eduWeb Conference, Marketing, Millenials/Gen-Y, Blogs, Video, Admissions