What Happened to “Learning” at College?

The future is looking bright for the Class of 2015… or is it?!?

CareerBuilder, the largest online career site in the U.S., released a survey Thursday stating 65% of companies plan to hire more college graduates this year. That is up 57% last year and the highest outlook since 2007. One third will also offer to pay more than last year.

“They still face challenges, however. One in five employers feel colleges do not adequately prepare students with crucial workplace competencies, including soft skills and real-world experience that might be gained through things like internships.” -Rosemary Haefner, CareerBuilder’s Chief Human Resources Officer

Rewind. You can’t place all the blame on colleges for not preparing students for the “real-world.” Many universities are helping students play catch-up because they didn’t learn valuable skills in high school.

The documentary Declining by Degrees: Higher Education at Risk highlights several reasons colleges may partly be at fault for hindering development between admission and graduation.

Bigger isn’t always better. Keith Caywood was one of 37,000 students at Arizona State University before dropping out. He says, “I got swallowed up. I didn’t know where any of my classes were. It was such a large campus.” When he did manage to find his classes, they were often packed with 200 students and, “no one knew if I was there or not.” Smaller classes would allow instructors to provide the interpersonal or people skills 52% of employers say graduates lack.

Lectures are no longer effective. CareerBuilder’s survey found 46% of companies say there is too much emphasis on book learning. Tom Fleming, a UA professor, found his teaching to be more effective if he met students halfway. By incorporating technology, interactive responses, and real-world situations, he was able to make astronomy engaging to individuals taking the class to fulfill a requirement. Western Kentucky University offered a specific Spanish class that allowed journalism/broadcasting students to learn the foreign language by producing newscasts, designing magazine covers, and writing scripts.

The documentary also touched on how instructors are more focused on research because it’s the only way they’re rewarded by administrators,  how college isn’t demanding enough for some people, the stress students face trying to pay for tuition, and how universities have tunnel-vision on building impressive amenities and sports programs.

Every student’s college experience is unique. It’s really up to each individual student to do their research to ensure they’re going to get the best education. After all, you get out what you put in.

Safely Playing the Social Media Game

Social media is a difficult game to play. There are very little rules, the boundaries are barely visible, and you rarely know your opponents. It doesn’t matter how fast they run, athletes can’t get away from social media.

It’s a dialogue, not a monologue, and some people don’t understand that. Social media is more like a telephone than a television.” -Amy Jo Martin

It’s an unspoken requirement for athletes to manage a presence on multiple social media platforms, such as Facebook, Twitter, and Instagram. According to Kevin DeShazo with Fieldhouse Media, the goal is to be yourself, engaging, and interactive.

Social media can allow fans to build personal connections with their idols, which leads to better ticket sales, sponsorships, and fundraising. According to a 2011 study, sport spectators are 55% more likely to purchase a product if it has been tweeted or written about on social media by one of their favorite athletes.

Athletes have to stay at the top of their game. Social media can be very rewarding, but it can also ruin a career with just one post going viral in a matter of seconds. DeShazo told student reporters at Oklahoma State University that says most professionals don’t understand social media’s power and reach. He suggests they keep in mind that each post resembles holding a news conference. The golden rule: think before hitting send.

Cleveland Browns quarterback Johnny Manziel accidentally tweeted his cell phone number to more than a million followers last October. He claims he thought he was sending his digits in a direct message.

Former San Diego Chargers cornerback Antonio Cromartie was fined $2,500 in August 2009 for blaming “nasty food” from keeping the Bolts from the making it to the Super Bowl.

Former Pittsburgh Steelers running back Rashard Mendenhall sent out a series of tweets after American troops killed Osama bin Laden in 2011. After scolding users for celebrating the terrorist leader’s death, Champion dropped its sponsorship deal with Mendenhall.

Location, location, location. Athletes will unknowingly give out their location because the location services on their phone is enabled. A word from the wise: don’t tweet until the event is over and you’ve left.

It’s crucial for a sport organization to closely monitor all social media accounts affiliated with its brand. Educating athletes is the first step in preventing a mistake that could come with harsh repercussions. Darren Rovell’s “100 Twitter Rules to Live By” is a great launching pad.

Drive Fan Engagement with Marketing Automation

The formula is simple: engagement equals sales. Think you’re just a face in a crowd of 82,500 at MetLife Stadium while watching a New York Giants game? Think again! You may be surprised at the lengthy amount of information an organization is gathering about you. Are you proactive or a procrastinator when it comes to buying tickets for a game? Do you wait until the end of the second quarter to grab a beer? Do you consistently leave before a game is over?

There are several ways to not only manage data already collected, but innovative ways to gather even more. In this case, there’s nothing wrong with being greedy. In four phases and 12 steps, SimplyCast recommends the following methods to drive engagement and put more fans in seats:

How do you expect to communicate with fans if you don’t have the right contact information?! Make it a priority to regularly update the user databases. Focus on always maintaining the basics: names, mailing addresses, phone numbers, and email addresses. Ask them their preferences. Do they prefer to get a message through text message over email? Ask them how many games they want to attend. A prize may have to be offered as an incentive to encourage fans to take the time to confirm their information.

When spectators visit a stadium/arena, take advantage of real-time data collection. Representatives can mingle with fans and gather basic and more detailed information, like “How often do you come to games?” and “Where do you usually buy tickets?”

Make fans feel welcomed and valued right from the start. It is as easy as sending a personalized welcome email. Nurture users by asking them to subscribe to a weekly digital newsletter for information about upcoming events, exclusives, fan clubs, how to purchase tickets, and links to news stories. Track the links they click and interact with them through social media.

When an order is placed, send a notification right away. Let consumers know you received their request and appreciate their business. In your emails, include information about parking, stadium rules, when gates will open, and frequently asked questions. This would also be a good time to integrate Facebook or Twitter and encourage fans to share that they are attending a particular game/event.

A few days before the game, send a reminder email. On game day, post informational and exciting messages on social media. Engage with fans by asking them to send pictures of themselves. The Nashville Predators use #PredsPride. Ask spectators to text in their votes for the player of the game.

Not all fans need to receive the same communications; there are different sales cycles. The Interested Phase is welcome messages and counting down the start of the new season or upcoming games. The Engaged Phase is a reminder for upcoming events and targeted content based on a user’s history. The Lapsed Phase includes surveys to gain insight, incentives to re-visit a website, and promotions to re-engage.

Merchandise with a team logo or name is a free, walking billboard. Use mobile coupons and special email promotions to drive sales. Let the fans have some say in what information they wish to receive. Some people want details about parking, last-minute tickets, or a reminder to wear white for a White Out.

The possibilities of how to engage fans are endless. If you think you have a brilliant idea, give it a shot. Understand your fans and start engaging them today.