This is an excellent question and great comments. Social media and how to use it effectively are extremely critical to the effectiveness of any recruitment initiative. The key, as I see it, is to understand how each and every student chooses to communicate. We must be careful not to assume everyone prefers Facebook or text just because they're younger. In turn, we must explore what the preferences are of adult students. In some of our recent studies, we've found that what have been deemed "old leads" by some schools are simply people who choose to communicate in different ways. That's why they didn't respond to phone calls! Once a preferred medium was introduced, VIOLA! They respond.
