Effective University-Student Communication: Strategies And Challenges

Effective communication between universities and students is essential to student success. With the challenges posed by the digital age and the recent coronavirus outbreak, universities are tasked with finding new methods to communicate with their students. This includes utilising various channels such as email, social media, apps, and even chatbots. Ultimately, universities need to adopt a strategic, nuanced, and thoughtful approach to ensure their messages are heard and that students feel a sense of belonging.

Using multiple channels to reach students

Universities can use multiple channels to reach students in an effective way. Firstly, it is important to recognise that students use multiple devices and connect to campus Wi-Fi on two or more devices daily. This means they receive communications in several ways, including mobile push notifications, in-platform messaging, phone calls and voicemails. Therefore, institutions need to adopt an omnichannel communications approach to ensure they are reaching students.

One of the primary ways to communicate with students is through email. However, this is not always effective, as students may not check their emails regularly, and they can become overwhelmed by the volume of emails they receive. Nevertheless, it is still important to include email as part of a multi-channel approach.

Universities can also communicate with students through in-app notifications and alerts, and mobile push notifications. These channels are useful for sending important or time-sensitive messages, as they are more likely to be seen by students.

Social media is another key channel for universities to reach students, as it is part of everyone's daily life. Platforms such as Facebook, Instagram, and YouTube can be used to post updates and reminders about events and functions. Additionally, universities can use social media to showcase their staff and students and share details of any research they are conducting to help in times of crisis.

Another way to communicate with students is through a university app. This can be used to track course progress, notify students of schedule changes and meetings, and share assignments and quizzes.

Finally, universities can also maintain communication through clubs and groups, where students can connect with each other and with faculty members. This enhances communication and allows for the development of relationships and a sense of belonging, which is critical to student success.

The importance of a university website

A university website is an essential tool for communicating with students. It is often the first impression that prospective students will have of the institution, and it can be a powerful marketing tool. A well-designed and informative website can help to build a positive image of the university as an efficient, forward-thinking, and perceptive organisation.

During the COVID-19 pandemic, for example, universities needed to find new ways to market themselves to prospective students and maintain their interest. A university website can act as a unified source of information, providing details about the institution's online learning offerings, delays to admissions deadlines, and other relevant updates. It can also be a place to showcase the research and achievements of staff and students, further enhancing the university's reputation.

A university website is also a basic and fundamental way to establish communication with students, both current and prospective. It should be a comprehensive resource, guiding students through the application process, providing course and syllabus details, and offering an insight into campus life. This is especially important for students who are unable to visit the campus in person or attend in-person events. Including pictures and videos can further enhance the website's appeal and make it a more engaging and explanatory tool.

In addition, a university website can help to address common communication challenges. With students using multiple devices and receiving information through various channels, a website can serve as a centralised platform where students can easily find and revisit information. It can also be part of an omnichannel communications strategy, which includes email, in-app notifications, and mobile push notifications, ensuring that important messages reach students through their preferred channels.

Overall, a university website is a vital tool for effective communication with students. It helps to build the university's brand and reputation, provides essential information for current and prospective students, and contributes to a successful omnichannel communications strategy.

Apps as a communication tool

Apps are an increasingly important tool for universities to communicate with students, particularly given that today's students are digital natives who want information at their fingertips. Mobile apps can help universities establish better communication with students and keep them engaged.

Benefits of Apps for Communication

• One-stop-shop for information: Apps can provide students with all campus-related information in one place, including academic, co-curricular, and student service information. This enhances the user experience and makes it easier for students to access the information they need.
• Improved engagement: Apps can increase student engagement, retention, and success. They provide a platform for students to connect and communicate with each other and with faculty members. Features such as activity feeds, events pages, and chat functions facilitate interaction and allow students to stay informed about campus news and events.
• Flexibility: Apps enable instructors and professors to communicate directly with students at any time, providing more prompt responses than traditional office hours. This increases flexibility for both students and faculty, especially in large classes or with increasing enrollment.
• Accessibility: With mobile apps, students can access information and resources on the go, from any location. This is particularly beneficial for students who are always on the move or who may not have consistent access to a computer.
• Personalization: Apps can be customized to the user's preferences, allowing them to personalize the look and feel of the app. This helps develop a sense of belonging and makes the app more user-friendly.
• Timely communication: Push notifications and in-app banners can be used to send timely, personalized, and actionable communications to students about upcoming events or important updates.
• Reduced dropout rates: By improving engagement and providing a sense of connection to the campus community, apps can help reduce dropout rates. For example, the implementation of a mobile app at Texas A&M University at Galveston achieved near-universal undergraduate engagement, with a 91.7% conversion rate.
• Collaboration: Apps can facilitate collaboration between students and with faculty. For example, students can use apps to share class notes, look up confusing terms, or take collaborative notes in open documents.
• Ease of use: Well-designed apps are easy to set up and user-friendly, making it more likely that students will adopt and regularly use them.

Best Practices for University Apps

• Involve students in the design process: It is important to ensure that the app meets the needs and requirements of the students who will be using it.
• Provide a variety of features: Successful apps offer a range of features such as activity feeds, events listings, push notifications, campus maps, directories, chat functions, custom lists, web views, groups, attendance tracking, gamification, forms, checklists, payment options, and social media integration.
• Implement an app adoption strategy: Universities should promote the app through various channels such as social media, printed materials, and the college website. Providing clear instructions on how to download and use the app, as well as highlighting its benefits, can increase adoption rates.
• Utilize timely and personalized communications: Sending timely, personalized, and actionable push notifications or in-app banners can keep students engaged and increase app usage.
• Keep the community feed dynamic: Creating a team of campus community managers who regularly post quality and timely content, including photos and videos, can encourage student involvement and keep the app dynamic and engaging.
• Incorporate incentives: Gamification and prizes can be used to encourage students to download and actively use the app.
• Train group leaders: Identifying "app champions" among group leaders or students can help drive organic growth and increase app expertise within the community.

By leveraging the power of apps, universities can improve communication with students, increase engagement, and ultimately enhance the overall student experience.

Social media as a marketing and communication tool

Social media is an effective way for universities to attract and engage prospective students and their parents. It can also be used as a communication and recruitment tool, highlighting university culture and campus life to foster a sense of community and improve enrollment.

Overcoming Challenges

Despite the benefits, universities often face challenges when it comes to social media usage. These challenges include:

• Handling multiple platforms: Social media encompasses various platforms, such as Facebook, Instagram, Twitter, LinkedIn, Snapchat, and TikTok. Managing and tailoring content for each platform can be time-consuming and resource-intensive.
• Staying updated with trends and algorithms: Social media platforms constantly evolve, introducing new features that universities need to stay on top of to effectively reach their target audience.
• Building and maintaining an authentic brand voice: Establishing and maintaining a relatable brand voice across different team members or agencies can be difficult. Consistency, clarity, and alignment with brand values are crucial for building trust and loyalty.
• Managing online reputation and customer feedback: Universities need to proactively monitor and respond to customer feedback, addressing concerns and resolving issues promptly to maintain a positive brand image.
• Measuring and analysing ROI: Determining the return on investment (ROI) of social media efforts is complex, and universities often struggle to track and measure the impact on key performance indicators.
• Dealing with competition and saturation: Social media platforms are highly competitive, and universities need to develop creative content strategies to stand out and capture their audience's interest.

Strategies for Effective Social Media Usage

To overcome these challenges and utilise social media effectively, universities can employ the following strategies:

• Create audience-specific content: Identify target audiences for each platform and create content that addresses their specific interests and pain points. For example, Instagram and TikTok are more popular among prospective students, while LinkedIn and Facebook are better for reaching parents or faculty members.
• Showcase social media feeds on the university website: Embed live social media feeds on the website to give prospective students and partners a glimpse of university life and improve brand perception.
• Captivate students with short-form video storytelling: Video content, especially short-form videos, are more likely to capture students' attention and build emotional appeal. Share videos featuring students, testimonials, behind-the-scenes footage, and teasers of university life.
• Boost student participation through hashtag contests: Tap into students' competitive spirit by running hashtag contests to increase engagement and gather user-generated content.
• Inspire with impactful alumni narratives: Showcase alumni success stories to inspire and assure prospective students, aiding in enrollment marketing efforts.
• Invest in social media SEO: Optimise social media profiles with relevant keywords, hashtags, and engaging content to boost visibility and discoverability.
• Organise student-led social media takeovers: Student-generated content is highly effective. Encourage students to take over social media accounts for a day to share unique experiences and provide authentic, student-led narratives.
• Run social media ads: Social media ads are costly but powerful in attracting students and increasing enrollment numbers. Target prospective students and parents with targeted ads across different platforms.
• Keep students informed with timely news and updates: Share university updates, deadlines, and major announcements on social media to keep students informed and engaged.
• Recruit student ambassadors: Student ambassadors can serve as advocates and spokespersons for the university, creating relatable content about their experiences and showcasing positive experiences.

Benefits of Social Media Usage

By implementing these strategies, universities can gain numerous benefits from their social media presence:

• Improve student recruitment: Social media enables universities to reach a wider audience, including international students, and showcase their unique offerings through engaging content.
• Enhance current student engagement: Social media provides a direct channel of communication between universities and current students, allowing for the sharing of important updates, events, and resources.
• Communicate brand values: Universities can establish a distinct brand identity that resonates with their target audience, attracting students who align with their values and enhancing brand recognition.
• Improve university ranking: Active engagement on social media can positively impact a university's reputation and contribute to improved rankings.
• Tell compelling stories: Social media allows universities to share stories of student success, research breakthroughs, and community initiatives, creating deeper connections with stakeholders.
• Provide opportunities to share research: Social media offers a convenient way to share research findings with a broader audience, generating interest and potential collaborations.
• Improve academic citations: Promoting research articles and scholarly work through social media increases their visibility and the likelihood of citations, positively impacting the institution's academic reputation.
• Enhance reputation: By actively engaging with followers and addressing concerns, universities can enhance their reputation among prospective and current students, faculty, alumni, and the wider community.
• Stay relevant: Social media enables universities to stay current and adapt to evolving trends, demonstrating their commitment to innovation and knowledge.

Student clubs as a means of communication

Student clubs are a great way for universities to communicate with students. They are student-focused extracurricular clubs that allow students to become more involved on campus and provide them with opportunities to develop leadership, social responsibility, citizenship, volunteerism, and employment experience.

Student clubs can be an effective communication channel between universities and students because they are typically overseen by a Director of Student Activities, Student Affairs, or Student Engagement. This person usually holds a Master's degree in student development and guides the clubs in their operations, sets minimum standards, and helps them network with similar organizations at other institutions.

There are various types of student clubs, including academic, civic engagement, diversity or cultural, honor societies, leisure, and recreational clubs. Academic clubs are focused on helping students in their studies, while civic engagement clubs aim to create positive societal change. Diversity or cultural clubs promote the representation of minority groups on campus, and honor societies recognize academic excellence. Leisure clubs allow students to connect with others who share similar hobbies, while recreational clubs involve physical activity.

Student clubs can also be categorized based on their specific focus or theme. For example, there are international student societies, film societies, hiking clubs, martial arts societies, religious organizations, and political organizations.

Communication within student clubs is essential for their success. Effective communication ensures that club members are informed about meetings, events, and other important information. It also helps to build camaraderie and respect among members, as seen in the example of the Scottish Country Dance Club. In this club, a member named Rebecca took the initiative to help new members before class, which led to her becoming a leader.

Clubs can utilize various communication channels, such as student email, social networking sites, cell phones, posters, and word-of-mouth. Using multiple communication channels can increase the chances of reaching a larger number of members.

Additionally, the quality of communication content is crucial. Clubs should present information in a way that positively impacts the club and its members. Tailoring the communication to the members' wants and needs is essential for successful recruitment and member involvement.

Furthermore, leadership plays a vital role in effective communication within student clubs. Leaders are responsible for organizing activities, managing logistics, and bringing members together. They should possess traits such as enthusiasm, a positive attitude, dedication, and the ability to adapt and function in uncertain times.

Overall, student clubs provide an excellent avenue for universities to communicate with students, offering a more personalized and engaging approach to sharing information and updates.

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