Colleges Can Now Track Social Web 'Chatter' to Help Recruit Students Thanks to TargetX CRM Tool

Sep 26, 2011, 07:15 ET from TargetX

CONSHOHOCKEN, Pa., Sept. 26, 2011 /PRNewswire/ -- Student recruiting firm TargetX is making it possible for admissions offices to capitalize on the dominant role of social media in the lives of their prospective students. Through a key enhancement to the Student Recruitment Manager (SRM), TargetX is integrating the two most important social networks into its groundbreaking customer relationship management system.

"This is a chance for schools to bring all that social stuff into their CRM strategy," says TargetX CEO Brian Wm. Niles. "You can now get a complete picture of your prospects, including what they're saying and thinking about you on Facebook and Twitter."

The result, says Niles, is the first real 360 degree view of students.  "If you're not paying attention to what they're posting, you're missing what's most important these days," he explains. "What students say on social networks offers the most complete and authentic picture of their interests, concerns, goals -- perhaps even the likelihood that they will or won't enroll in your school."

The true benefit of the enhanced SRM is the ability to then integrate the information you get from students' social interaction with the data you already have in your CRM database. "You're able to engage prospects in ways that are most important and relevant to them," says Niles.

Colleges have been searching for ways to keep up with their online "chatter" -- that is, how prospective students, parents of prospects and other key groups are treating them on the social web. The SRM not only provides an easy way to monitor the two most popular social networks, but also makes it possible to connect content with individuals and use that information to build relationships.

The value of such a tool is underscored by a new study that reflects the increasing importance of Facebook in the recruitment process. Kaplan Test Prep recently surveyed 500 colleges and found that the number of admissions officers using Facebook to learn more about an applicant has quadrupled in the past year.

"This enhancement to the SRM provides schools with an enormous competitive advantage," says Product Manager Patrick Kelly. "It's an invaluable tool for identifying best-fit students. It also means you'll be able to follow online conversations for real-time data and feedback, respond quickly to negative feedback, and attend to student concerns."

TargetX chose to build the SRM on the proven platform of, the worldwide leader in on-demand customer relationship management. The result is a cloud-based system that is the most powerful, mobile and customizable recruiting tool in higher education.

Among the strengths of the SRM are its built-in electronic communication tools, including the leading email broadcasting and online chat tools in higher education marketing, and a fully-integrated event management tool.

About TargetX

Founded on the belief that colleges need to change the way they recruit students, TargetX has been educating the industry of higher education since 1998. The company blends powerful technology with a bold approach to consulting so that schools can build stronger relationships and increase yield.  More recently, TargetX launched an Education & Training Center (ETC) where admissions professionals can collaborate and brainstorm with colleagues and thought leaders through coursework and office retreats.

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