Earning Trust When Talking to Teens
I recently heard about a college admission counselor who'd developed a strong working relationship with a student who was on the waitlist. The counselor was so excited when the acceptance was approved that he couldn't wait to text message her the good news. He didn't hear anything back for several days, and was surprised that his personal message hadn't netted him a reaction.
When the student finally called the counselor's office, she was upset. "I didn't recognize the number, and I thought your message was a prank," she said. "I didn't know I'd been accepted until I got the official letter in the mail." He'd lost her trust, and she eventually chose another college.
Communicating with teens isn't easy—they're ravenous for information, but their social networks are almost impossible to infiltrate. Ultimately, teens want to participate in brand experiences with meaning for them.
For instance, virtual tours of campus allow teens to connect right away. But what they really want is not just to learn, but to engage. Hosting a campus photo contest for current students could also enable prospective students to serve as judges who can post comments and join the community.
Beyond creativity, authenticity should be your watchword in commanding a share of attention. Be yourself, or be true to your brand—teens are skilled at filtering out phoniness. If you're listening, they'll tell you how to communicate, and when you do, they'll pay attention.
Caitlin Gilmet—writer, editor, fundraiser, and researcher for colleges and other nonprofits. Contact her at caitlin@poetic.com or 612.702.5811.