Add affordable and effective social networking as a student retention tool

by Joe Dysart

A proliferation of software vendors are making social networking an affordable retention tool for colleges. Cost depends on the ease of use, complexity and functionality of the products.

"Research shows that students benefit personally and academically from relationships with peers and instructors just like their traditional counterparts. Such personal relationships can be cultivated through interactive, strategic online communications," says Mary Adams, president of American Sentinel, an online university.

EducationDynamics reports survey results that say social networking sites are among the top three ways to retain students – just behind in-person meetings and one-on-one phone calls. Two-thirds of respondents say computer- and web-based student retention tools belong in an institution’s student retention toolkit. ED's pre-fabricated social network product enables students to plug into an institution’s community via videos, e-communities, blogs and interactive forums. The software offers custom-written, interactive content, live alerts for targeted messaging, surveys and 24/7 administrator tracking and reporting.

Other higher-priced commercial solutions include communities from providers like Affinitive, Webcrossing and Capable Networks.

Affinitive’s “Enclave” solution, essentially replicates the functionality, look and feel of a MySpace or Facebook. Students using the private label service that can be branded with a college’s colors and logos can create a profile, blog, share photos, post videos, send private messages, add friends, as well as create and participate in forums, live chats and surveys.

Webcrossing, one of the granddaddies of community and social network creation, also offers a solution rivaling the MySpace/Facebook formula.

And at Capable Networks, institutions get the same MySpace/ Facebook model – along with content-creation help from Capable’s staff. Specifically, Capable’s editors and veterans of online communities will create and edit content for a college community, moderate forums and interact with community members to help get the social network buzzing. The company includes a rider in its contract stating it owns and operates the institution’s community as a separate entity.

Susan Smith Nash, an e-learning specialist advises institutions to “take advantage of all the new tools.” Fortunately, institutions looking to engage students with social networking can experiment with a wide variety of free or low-cost solutions before committing major dollars to a soup-to-nuts package.

VivaLogo, a web design firm, offers its list of the Top 40 free and open source social networking solutions that colleges and universities can try.

Ning is one such free social networking creation and hosting firm that enables colleges and universities to create a simple social network in minutes – as well as to study thousands of other social networks that have already germinated there.

"Recruiting one new student is equivalent to the cost of retaining three to five enrolled students,” says Peter Tomassi, a senior vice president at EducationDynamics. “It is clear that investing in effective retention initiatives plays a strategic role in improving retention and in achieving revenue goals."

Joe Dysart is an internet speaker and business consultant based in Manhattan. Reach him by e-mail at joe@joedysart.com.