Social Media has become an incredibly important tool for colleges and universities to connect personally with potential students, alumni and donors. Well, LinkedIn has just stepped up their game by releasing a new tool dedicated to helping students select the right college for them, University Pages.

While these pages are just rolling out now, we can already see some tremendous benefits to institutions.

1. Big data
You likely have a personal LinkedIn profile. Think back to when you created that account; you answered a lot of questions. You named the skills you have, the companies you’ve worked for and (ding ding) where you attended school. LinkedIn knows a lot about you – and a lot about everyone else using the professional social network.

Now all of this data is being aggregated in a way that is useful not only to potential students trying to make one of the biggest decision of their lives so far, but also to colleges and universities who are trying to attract them.

Better still, because the nature of the network is professional, LinkedIn users have a vested interest to keep their info accurate and up-to-date, so the quality of the data you receive is likely to be very high.

“I knew that hidden in millions of member profiles were powerful insights about the career outcomes of educations from universities around the world. If harnessed, these insights could provide incredible value for students,” Christina Allen, Director of Product Management at LinkedIn.

2. Early Access
But wait, isn’t there an age requirement for LinkedIn? How are we supposed to get our messaging, photos and video out to high school students if they’re not old enough to join the network? As of September 12, anyone over 14-years-old will be allowed on LinkedIn. Finally, something parents actually want their teenagers doing online!

3. A huge, ready-made audience
Which social network do you have the largest audience on? Likely Facebook, maybe Twitter, maybe even Instagram. You’re wrong. As of September 12th, it is LinkedIn. Everyone who has listed your school on their profile under Education will now be connected to you. Just like that.

4. Alumni Relations and Giving
So in addition to attracting new students, you’ll have a wonderful, data-driven way to approach your Alumni Relations activities. Get a summary of where your alumni live, where they are working, what fields they are in, which skills they have and what they studied. Even drill down to specific graduating classes. Cross-reference those different facets for a in-depth view of you alumni (who are on LinkedIn, of course) to plan alumni events, messaging and giving campaigns.

5. Outcomes
Potential students, especially adult students, want to know exactly what they’ll get from attending your school. What kinds of jobs, in which cities and at which companies. LinkedIn’s University Pages provide that from a trusted, transparent source.

Obviously you want the best light shed on your institution’s outcomes. For many schools and programs that will be the case, but this transparency also requires you to pay attention to picture that LinkedIn’s data is painting of your school to best answer questions, tailor messaging and set goals.

While LinkedIn’s data certainly isn’t the whole picture, my hunch is it will become a critical tool in potential student decision-making and I recommend you monitor the outcomes closely.

6. Retention
Humans are programed to crave lots of data. It helps us make good decisions. “Forecast calls for rain, better bring an umbrella” or more primal, “that saber tooth tiger looks hungry, better run!”

When you describe your ideal student, you not only want them to apply, you want them to graduate. LinkedIn’s University Pages’ unique ability to provide this deep data will hopefully create students who know exactly what they’re getting into so and will become your next generation of engaged alumni.

In the blog announcing the new University Pages, LinkedIn’s Director of Product Management, Christina Allen, talks about her own daughter and her friends’ experiences in selecting a school. She says, “for the most part, they were flying blind.” Sure, it is a focus group of one, but also an exciting opportunity that should not be missed.

Convinced? I hope so! Request to be an Administrator on you University Page today!

Interested in learning more about how LinkedIn and other digital media can help your institution join our Google Analytics for Higher Education Marketing group on LinkedIn.