Social Marketing Brands and Risk: Higher Education/ Student Affairs

Taking your company’s brand social is very important especially in today’s world which is full of technology. In higher education/student affairs there are always different advertisements, YouTube videos, tweets, and Facebook posts promoting the college/university and its brand. Southern New Hampshire University (SNHU) has definitely taken their brand social by being a part of many different social media sites. It seems that any time I am watching TV I see a commercial about SNHU.

SNHU also has many different Facebook pages for different offices on campus along with pages for incoming classes where students can chat and get to know one another before showing up for the first day of classes. Having all of these different pages definitely gets the brand out to the public and people recognize when something from SNHU pops up on their computers or TVs.

When it comes to branding, another risk is having different versions of the “brand” going out to the potential audience. It is important to make sure that the brand is outlined and clear to those that will be implementing it into their work. Southern New Hampshire University has created branding standards that all staff members must review before using the SNHU logo on their advertisements. This allows them to be very specific and make sure that it is getting out consistently and not being changed up by different departments. The SNHU Branding Standards can be found here: http://www.snhu.edu/files/pdfs/GSFinalWeb.pdf

This can be great for an organization, but it can also be risky. Taking an organization’s brand social, especially a large university can be risky. This is a great way to get people interested in attending the university and seeing other things that are offered, but it can also lead to an overflow of demand that cannot be met. So although this can be very beneficial, it can also hurt the organization if not used properly. I know that since taking the brand social at SNHU, there has been a large increase in applicants in both online classes and on campus classes. This may seem like a great thing for the university, but it can also put a strain on the resources available. Yes, it is great to have high attendance records and have so many people interested in attending, but that leads to extra wear and tear on the buildings, the need for additional rooms and staff members, etc. Sometimes these changes cannot be made immediately with the increased demand and that can make it not as nice of an experience as it could be. Taking the brand social can be great, but it is important to weigh out the risks that are associated with this as well. Like mentioned earlier, SNHU has taken the brand social in many different ways and have been very successful. The university needs to make sure they keep track of what is working and what isn’t working along with making sure they aren’t overdoing it. This is a good thing for the university and they don’t want it to turn bad.