1) None of these technologies/web sites are a strategy, but each one can play an important role.

2) The position that it sounds like GMU has taken is one which I advocate as well…follow a try, measure, and adjust strategy when keeping up with student’s expectations online. Schools should not be afriad to try new web sites or technology. It does not have to be perfect out of the gate. Measure the results and then adjust or discontinue as necessary.

Finally, I’d like to see more discussion around using technology (both third party and on school’s admissions web sites) to build relationships with prospective students throughout the enrollment process, not only in the recruiting phase. There is a lot of potential for improved yield if it is done right, and a lot of opportunity for watsed outreach time and dollars if done poorly.

Once colleges start moving outside objective information to subjective information (e.g. random, anonymous, and unsubstantiated comments, pictures) they start to put themselves on a slippery slope. It is now so easy for anyone to anonymously defame anyone on various forums, bulletin boards, discussion groups, etc. Knowing the competition within high schools for limited and coveted college spots, you could see how this could be turned into a vindictive and malicious game for unscrupulous parents and students. You have seen what some mothers have done to get their daughters on the cheerleading squad and can imagine the free-for-all that can occur if colleges start trolling the internet for dirt on students. The colleges have enough real data from GPA’s, SAT’s, interviews, and recommendations that I would hope that they would not stoop to the level of anonymous and unsubstantiated gossip. My sense and hope is that any self-respecting admissions director would not bring college admissions down to this level. The internet is now full of so much garbage and to use it for the purpose of making life changing decisons is just wrong. Just go on to some of the Yahoo business forums and you can see what anonymous, disgruntled employees say about their boss or CEO. For colleges to actually start using this information only fosters more shameful behavior. If such practice exists in college admissions it needs to stop.

Some final thoughts: Anyone can easily create a facebook page in someone else’s name. There are people that share the same name. A lot of what is posted on Facebook is jokes and pranks. Are the colleges in a position to sort out the real from the unreal, the truth from the fiction? What type of liability do they face if they rely upon unsubstantiated information from unverified sources? I’m sure the attorneys would be lining up if it could be proven that such an internet review was standard practice at a college. All it takes is one admissions officer to leave and blow the whistle.

Personally, I am highly disturbed that anyone could be affected in such an important outcome as college admissions. The stuff that exists on the internet is 10 levels below the National Enquirer.

Colleges need to rise above the trash and be exposed for utilizing trash in such an important decision.
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I am pleased to learm GMU has taken the high ground on this matter and would encourage other institutions to do the same.

From a student’s perspective, this must be an awesome gig. What other campus job could you do in your dorm room at 1:00 AM while drinking a beer (legally, of course) and wearing jammies?