Web, Social & Beyond: The Digital Student Experience

In Episode 4 of The Application, Corynn Myers dives into the evolving role of social media and digital platforms in shaping student experience with Anice Barbosa, Director of Digital Marketing at Wheaton College in Massachusetts. Anice shares her journey from social media management to overseeing web, content strategy, and digital advertising. Together, they explore how authentic student voices, personalization, and a focus on retention can transform higher education marketing.

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Key Takeaways

• Social Media as a Symptom Checker: Social media reflects the pain points and triumphs of student experience, providing real-time feedback for institutions to act on.
• Authenticity Over Optics: Students value authentic, relatable content over polished, high-production videos. Leaning on real student voices can enhance engagement.
• Retention is the Untapped Goldmine: Institutions often overinvest in acquisition while neglecting retention strategies, missing opportunities to delight current students.
• Student-Created Content Matters: Empowering students to tell their own stories fosters genuine connections and boosts institutional credibility.
• Digital Personalization is Key: Integrating tools like portals and personalized email campaigns can enhance the student journey from prospect to alumni.

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Episode Summary

The Evolution of Social Media in Higher Ed

Anice Barbosa’s journey from social media manager to director of digital marketing highlights a key trend in higher ed: the growing importance of social media professionals in shaping institutional strategies. Social media has shifted from a platform for curated content to a space where student experiences—both positive and negative—are shared openly.

Anice describes social as a "symptom checker" that reveals the pain points of student life, such as frustrations with parking or dining. These insights highlight areas where institutions can improve. However, the challenge lies in translating this feedback into actionable improvements across the student experience.

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Authenticity and the Role of Student Voices

One of the most impactful shifts Anice has implemented is giving students ownership of Wheaton College’s Instagram account. Through student-run ambassadorship programs, Wheaton highlights the real, unscripted experiences of its campus community.

For example:

• Students use Instagram Stories to share campus events and daily life.
• A pandemic-era campus tour video created with minimal resources amassed 14,000+ views, proving that authenticity can resonate more than high-production videos.

Key Insight: Students want to showcase their lives authentically. Institutions should lean into this by empowering students to create content that aligns with their personal experiences.

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Retention: The Forgotten Frontier

Retention is often overlooked in favor of top-of-funnel acquisition. However, as Anice points out, delivering on promises made during recruitment is critical to maintaining trust and building lifelong advocates for the institution.

Some strategies include:

• Developing centralized portals for current students, integrating tools like tuition billing, advisor information, and health services.
• Creating tailored communication campaigns for current students to keep them engaged and informed.
• Building seamless digital experiences that mirror the polished external-facing website prospective students see.

The Result: When students feel supported, their positive experiences drive word-of-mouth marketing and influence new prospects.

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Personalization and the Student Journey

Anice emphasizes that the future of higher ed marketing lies in personalization. From customized email campaigns for prospective students to tailored digital tools for current students, higher ed must meet the expectations set by brands like Amazon and Netflix.

For example:

• A prospective biology major receives content about research opportunities and alumni success in STEM fields.
• A first-year student sees personalized dashboard updates on their degree progress and upcoming campus events.
• Alumni receive targeted communications about graduate programs and donor opportunities.

These small, intentional efforts can create a holistic and satisfying student experience.

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