With over 350,000 tweets sent per minute and 500 million tweets sent per day, Twitter is considered by many to be one of the best social networking platforms for delivering quick, instant content. Yet due to the increasing levels of content creation, many higher education marketers have found it difficult to navigate through the “clutter” of tweets in order to find who or what they are searching for. Below, we will look at five different methods that higher education marketers can use for finding and reaching prospective students on Twitter.
Using Search Queries
Although there are a variety of advanced methods for finding prospective students on Twitter, higher education marketers should always start simple before branching out. Twitter offers a solid built-in search platform that works great, yet most people don’t take the time to figure out how to properly use it.
For example, most twitter users have probably seen the search panel at the top of every twitter feed and know that this is a great search option when looking for popular hashtags, keywords or users. But did you know that you can narrow your search even further in order to find people that are talking about your program, school, or even one of your competitors? To do so, you will want to master these search query shortcuts:
- Username queries – to: and from:
- To:@circaedu “higher education”
- From:@circaedu “higher education marketing journal”
- Geolocation – searching with the parameters near: & within:
- “digital marketing” near:San Diego within:5 miles
- Exclusion Filter – place the minus symbol (-) before the keyword/user you want to excuse
- “digital marketing” –@circaedu
Also, if you are interested in automation, I recommend checking out automated Twitter listening services like Twilert, which you can program to send alerts anytime that specific keywords are mentioned.
Make Sure You Actively Use Your Account
As more millennials continue to shun traditional media formats and turn to social media for news and information, colleges and universities are finding it essential that they regularly check their Twitter accounts to answer questions or respond to comments or feedback. The importance of monitoring your Twitter account may seem like a no-brainer, but you’d be surprised how many people forget to check their Twitter account on a consistent basis, especially if they have an automated or pre-set tweeting schedule in place.
As a general rule of thumb, you will want to check your account a few times per day. Although there are many studies that highlight when Twitter is most active, I wouldn’t get too caught up on always checking your news feed at the same times each day. That said, some people enjoy making a routine out of checking Twitter – ex. Right before leaving for lunch – so feel free to do what works best for you.
Have a Call to Action (CTA) In Your Bio
Placing a call to action in your bio is an easy (and free) way to attract prospective students on Twitter. But in order to do so, you will want to make sure that you follow this guideline of do’s and don’ts so that your CTA is simple and effective.
- Do make your CTA a clickable link
- Don’t put the link in the section for your website URL (put it right in your bio)
- Do make sure that your CTA is easy to understand
- Don’t forget to be interesting and engaging
- Make viewers eager to learn more
By implementing these simple adjustments, you can be sure to increase the efficiency of your CTA and Twitter profile. Also, keep in mind that you can use your Twitter account to log in to other social sites, so with a CTA in your bio, you’ll have the added bonus of attracting prospective students as you navigate other sites as well.
Post Engaging, Sharable Content
Nothing attracts attention more than great content. So to really catch the eye of potential students, make sure the content that you’re posting is something that they – your target audience – would find value in. Also, make sure to continuously test a variety of mediums and adjust to what is working and what isn’t. For example, a recent study by Buffer found that tweets that contained images received approximately 150% more retweets than those that had only text.
Another fairly new medium to try is Twitter Polls, which provide Twitter users the opportunity to garner public opinion on whatever they’d like. So whether looking for quick feedback on a new logo or potential program courses, Twitter Polls provide higher education marketing teams with unique opportunities to generate buzz while getting quality feedback as well.
- Which course would you rather take: “An Introduction to Augmented Reality” or “The Science Behind Virtual Reality”?
A recent Hootsuite study found that advertising on Twitter resulted in leads at one-third the price of other paid channels. Mix that stat with the fact that the social platform has over 320 million monthly active users and it becomes clear to see that Twitter provides higher education marketers with an invaluable opportunity to advertise to prospective students at a relatively cheap price. With Twitter Ads, marketers can boost tweets, promote accounts and even create Twitter Cards that drive traffic directly to your site or landing page. With a click through rate 8-24 times higher than Facebook ads, advertising on Twitter is something that every higher education marketing expert should take seriously.
As you might have noticed, these tips are not very difficult, but they can produce consistent results. So if you take the time to implement these best-practices and combine your Twitter efforts with tricks for other social media platforms – like Instagram and Facebook – you can be sure to see an increase in your social media presence and performance.
Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.