Planning on putting several of them into the global footer on every page. Also thinking about adding dynamic content like latest news posts, upcoming events, sports scores, etc. Trying to jazz up the footer and reward visitors for making it to the bottom of the page. Might even pull in links to latest videos.
Have you put a value on what a social media follower or subscriber is worth? For example a unique visitor to your site might be worth $10 so you sent away $2750 in value through those 750 clicks. Obviously some of that comes back in the form of immediate back button or a search later that night or the next day but some of it will be lost forever - they don't sign up for your social media and they never come back to your site - a completely lost opportunity.
It's probably too difficult to accurately track what it costs to gain a social media follower and what a social media follower is worth though.
It's just a numbers game. First we determine what the measurable goals of the site are and how much each goal is worth. Then we take what a student is "worth" and the conversion rate from goal to student.
For example say a student is worth $10,000.
Visitors who fill out a "campus tour" on the website convert into students at 10% so we know that goal is worth $1000.
Visitors who fill out a "request information" on the website convert into students at 5% so we know that goal is worth $500.
Do that for each of your goals and set up each goal in Google Analytics with the appropriate $ amount. Then in GA the goal reports you have a report for total goal value. Divide that number by the number of visitors to get per visitor worth. However it's important that you segment the number of visitors number. If you have a section of your site for current students you do not want to include that traffic because they'll never fill out any of the prospective student goals. Our blackboard log in page is the most visited page on the site - obviously those are existing students so I create an advanced segment to exclude those visitors. And our job listings (for faculty/staff) is the second most visited section so I exclude those visitors also. And our GA reports filter out most internal traffic by IP address.
It's probably going to be a bit more work for a traditional university. We're private for profit so we don't have a lot of sections on our websites that aren't focused on getting a prospective student to request some information. For a traditional school I'd image athletics would get huge traffic but not generate too many new students (or maybe it does?), current students, campus events, etc...could probably also be segmented out.
We put social media links right on our homepage and the response has been tremendous in terms of engagement. Prospectives are hungry for information and connection to their future alma maters and providing that via Twitter, Facebook and the rest really seem to make a difference when they are selecting which colleges to visit and seriously apply for. The connection carries forward as students and parents all want to know the latest happenings on campus.
The HighEdWeb 2020 Accessibility Summit is a one-day, online conference about digital accessibility in higher education happening June 25, 2020, from 10 a.m. to 5 p.m. CDT.Join in to learn best practices, share stories and connect with your higher ed peers on topics including social media accessibility, web development, user experience and more. Sessions are designed to boost knowledge at every level, from accessibility beginners to technical experts. Conference registration is $25, with…See More
October 19-20, 2020https://2020.highedweb.org/#HEWeb20 Join us ONLINE for HighEdWeb 2020, the conference created by and for higher education professionals across all departments and divisions. Together we explore and find solutions for the unique issues facing digital teams at colleges and universities. In 2020, the Conference will be held completely online, offering multiple tracks of streamed presentations, live…See More
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The 2020 Annual Conference of the Higher Education Web Professionals Association (HighEdWeb) will travel to Little Rock, Arkansas, this October 18-21 — and the call for proposals is now open! As a digital professional in higher education, we know you have great ideas and experiences to share. From developers, marketers and programmers to managers, designers, writers and all team members in-between, HighEdWeb provides valuable professional development for all who want to explore the unique…See More