University Business - February 2012 - (Page 41)
In other words, the theater department hoping to sell tickets to its spring performances needs to be willing to engage with students on any topic taking place on campus through its Facebook page. At the same time, administrators want to also offer sweepstakes, games, contests and other instant gratification prizes to keep its audience engaged, Friedman suggests. “Using these to constantly communicate with students on campus is potentially much more effective than how the general public would interact with a Barnes and Noble page, for instance,” he explains. And it’s a mistake to limit social media to specific URLs. The interaction elements need to be everywhere. Friedman recommends that clients include online chat capabilities as a help desk option, allow users to rate the products they buy, and set up online auctions for certain categories, such as used textbooks. It may mean offering PayPal as an alternative payment method. But whatever you add, one old-fashioned approach is never wrong, in Hiser’s experience: Ask the users, and preferably do it in person. That’s why Dartmouth polled students and formed focus groups for its initial e-commerce launch. “We talked through stuff so they could bounce things off each other,” he says. “It made our online experience a lot better than just doing a survey.” Julie Sturgeon is a freelance journalist based in the Indianapolis area who also handles marketing/sales for small businesses.
Resources
Higher One, www.higherone.com Nelnet Business Solutions, www.campuscommerce.com Notre Dame Marketplace, http://marketplace.nd.edu Sallie Mae Campus Solutions, www.salliemae.com/schools TouchNet Information Systems, www.touchnet.com
universitybusiness.com
February 2012 | 41
http://www.royall.com
http://www.higherone.com
http://www.campuscommerce.com
http://www.royall.com
http://marketplace.nd.edu
http://www.salliemae.com/schools
http://www.touchnet.com
http://www.universitybusiness.com
Table of Contents for the Digital Edition of University Business - February 2012
University Business - February 2012
Contents
Editor's Note
College Index
Ad Index
Behind the News
Financial Aid
Campus CFO
Education Gateways
5 Things Administrators Must Know About E-commerce Now
There’s an App for That
Internet Technology
End Note
University Business - February 2012
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