I read this interesting case study about Seton Hall University (SHU) in a post named: 12 digital and social media case study that proves customer service ROI. SHU is a private Roman Catholic university in New Jersey, United States. Like most private universities, the revenue of SHU relies on tuitions. That is, the more students apply, the higher the ROI. But how do you get students “Like” your university before they enroll?
SHU discovered that incoming freshmen get their first and lasting impression of a university by checking its Facebook page rather than official website. I bet you all know the next step they would take. Yes, SHU then gets actively involved in Facebook conversations to address students’ questions and concerns. And their effort is paid back.
With more than 10,000 “likes” on their Facebook page, SHU is on the right track of student service. Recently they post on the Facebook wall a notice of undergraduate Open House activity. While current freshmen busy preparing for mid-term exams, university admission office has already started the spring semester enrollment. This is just the time to show incoming students around the campus, and timing is everything. Another take away from SHU’s case is the attitude to participate in social media customer service. Now it’s not a choice to integrate social media into existing customer service, but an irresistible trend. Further, multi-channel customer service works better than one-way traffic. On the top right of SHU’s website, there’s an icon called “social” with links to all the major social accounts.
My input to this case are some suggestions for SHU to continually improve customer service and increase its ROI. Managing social media takes time, a lot of time. Why not initiate a volunteer program to support online interaction? SHU could hire their own staff or students who have communication relevant background and want to get some real-time experience. Besides, if SHU also reaches to alumni and interact with successful graduates on a social network like LinkedIn, chances are high that the university can receive more alumni giving. Finally, always listen to what students and parents are saying, what customers want and what you can do to actually make that happen.