Colleges Putting Their Own Spin on YouTube
Monday, May 12, 2008; Page A01
One of the first things that pops up if you check YouTube to find out about a public school in Western Maryland is a video that starts: FROSTBURG STATE UNIVERSITY. ITS GREAT!!! An edgy new-wavy punkish Electric Six song cranks in, and the camera lurches as people down shots, chug beer and do keg stands. One guy climbs unsteadily out a window, grins at the camera, then drops through the dark to the ground far below.
Not exactly the image the school wants to broadcast. And that's nothing compared with some of the videos at other universities, which show fights, racist costumes, weird hazing rituals and everything else that's ugly about college life. All playing out on a site that gets hundreds of millions of viewers a day, many of them smack dab in the school's target market.
Now Frostburg, like a growing number of schools, is trying to elbow its own messages onto such sites as YouTube to promote themselves, create a virtual community and drown out embarrassing clips.
"Marketing in higher education is really at a crossroads," said Nora Ganim Barnes, director of the Center for Marketing Research at the University of Massachusetts Dartmouth. "Those that don't engage and manage social media are going to be left behind."
Universities are moving onto social media including Facebook, iTunesU and YouTube "because they know that's where students are nowadays," said David Hawkins of the National Association for College Admission Counseling. "To not have a presence in those areas means risking being left behind in the student conversation of this generation."
But like a parent trying to seem cool, sometimes the efforts are painful to watch. "The last thing someone on YouTube wants to see is a provost explaining the academic offerings at an institution," Hawkins said.
So schools are feeling their way as they try to grab control. Some, such as Old Dominion University, set up YouTube channels. Some, such as Berkeley, put classes on YouTube. Some, such as the University of Virginia, are posting slick promotional spots on iTunesU.
And some are sponsoring contests urging students to create videos that show what they love about the school. Frostburg announced its winners last week.
Student clips usually fit more naturally into the goofy, edgy YouTube world than do stiff institutional efforts. It's not perfect. But Frostburg officials hope that now, prospective students and their parents will be more likely to stumble across videos showing snowboarding and rafting near Frostburg, or even a loopy clip of a senior in a three-piece suit dancing across campus to "It's Raining Men."
Jared Miller, a student from Wheaton who made that film, said: "That's the kind of place I want to go to school -- where people just dance around. It looks like a nice, fun-loving, everyone-has-a-good-time kind of place."
School officials carefully craft their promotional materials, but brochures are just as likely to be tossed out with the trash as read, many acknowledged. Meanwhile, students are posting video on their Facebook or MySpace pages and sending them to each other so that they spread like crazy.