High school students who were interested in higher education used to visit guidance counselors and libraries to learn about colleges. Now, many students visit social media sites to find answers on the schools that interest them. Some schools have taken advantage of this by collaborating with student influencers on social media, prompting Inside Higher Ed to pose the question: how far is too far?

Paul Redfern, CUPRAP board member and vice president for university communications at St. Lawrence University, authored a post on Inside Higher Ed about the implications the recent NACAC decision will have on university marketing offices.

In an excerpt Redfern said, “For instance, what will the impact be on your institutional reputation if you were to email your top overlap school’s first-year class and offer an incentive to transfer? While these types of tactics are not new to the business world, they are distinctively different for higher ed marketing to consider. The chief marketing officer, in collaboration with the vice president for enrollment, needs to have a good understanding of the types of tactics that fit with your institutional values, and that will help you decide which ones to try and to which ones to avoid.” Read more of his advice here.