Measuring In-Person Recruitment Effectiveness With Social Media

MCS8 Marketing, Content and Social Strategy

Location: 103C, Wisconsin Center

TUESDAY, 9:30 - 10:15 a.m.

Our Undergraduate Admissions and Recruitment department, like all institutions, has multiple interaction points with students before they make the all-important choice of where to attend school in September. We see many students multiple times throughout the fall and winter recruitment seasons and at on-campus events before they accept their offers. So how can we measure the effectiveness of our efforts and get a sense of the sentiment of our prospective students and applicants? Through extensive use of event- and cycle-specific hashtags and enterprise tools, we tag and match students throughout the recruitment and admissions cycle with the ultimate goal – a tweet that they will be a #futureram. We will discuss this pilot project, which has transitioned us away from typical feedback routes such as event surveys, and has allowed us to correlate tweet sentiment and virtual touch points with admission decisions.


Samantha Read
Manager, Communications, Ryerson University

Samantha Read is a communications specialist with almost a decade of experience in the higher education industry. She currently works at Ryerson University in Toronto, Canada as the Manager, Communications in Undergraduate Admissions and Recruitment. Read and her team utilize a combination of digital media technology and print publications to engage and convert prospective students to applicants, and also provide clear and concise information to current students through various online resources. She has a background in journalism.

Kareem Rahaman
Senior Digital Communications Officer, Ryerson University

Kareem Rahaman is a digital marketing specialist with a long history of digital communication consulting. He currently works at Ryerson University in the Undergraduate Admission and Registrar’s Office as the Senior Digital Communications Officer where he uses digital media to recruit and convert prospective students to full-time Ryerson students as well as helping deliver exceptional service through online channels to current students. In 2013, Rahaman founded Splash Effect, a digital marketing agency with a strong focus on helping higher education institutions and start-ups engage their target markets.