Our Undergraduate Admissions and Recruitment department, like all institutions, has multiple interaction points with students before they make the all-important choice of where to attend school in September.

We see many students multiple times throughout the fall and winter recruitment seasons and at on-campus events before they accept their offers. So how can we measure the effectiveness of our efforts and get a sense of the sentiment of our prospective students and applicants? Through extensive use of event- and cycle-specific hashtags and enterprise tools, we tag and match students throughout the recruitment and admissions cycle with the ultimate goal – a tweet that they will be a #futureram. We will discuss this pilot project, which has transitioned us away from typical feedback routes such as event surveys, and has allowed us to correlate tweet sentiment and virtual touch points with admission decisions.