Last month, Kaplan released results from its 2018 Business School Admissions Officers Survey. The survey found that 40 percent of admissions officers review applicants’ social media pages to learn more about them, up from 35 percent in 2017. Further, 71 percent of the admissions officers said it’s “fair game” to review applicants’ social media and that they do not see it as an “invasion of privacy...” Admissions officers are typically reviewing applicants’ pages to look for red-flags, or a lack thereof, but some say that a poorly constructed social media presence can hurt an applicant’s chances. Conversely, a strong social media offering can benefit an applicant. Forty-six percent of admissions officers reported that they found something on social media that helped an applicant while 36 percent reported finding something that hurt.
Social media can be an excellent tool for demonstrating your personality and articulating your interests. Just remember that producing well-written content should not be taken lightly because of the casual nature of the platform. We believe you should consider social media an extension of your application. Thus, we have provided some important guidelines for social media writing below.
1. Know your audience.
Review your social media pages to ensure your security settings accurately reflect your intent. Some sites, such as LinkedIn, should be more publicly accessible, while others, with more private content, should be limited to peers.
After updating your security settings so that you are clear on who your audience is, ensure that your content and tone is appropriate. Review old posts and keep your audience in mind as you post in the future, never forgetting that admissions officers may be following you. LinkedIn requires a more professional tone and industry-related content, while Instagram is a good place for sharing your extracurricular interests and hobbies.
In addition to formality and word-choice, consider how you can curate the information you write and share to your audience’s interests. Add color-commentary and your opinion where appropriate to differentiate the articles you share from other sources.
2. Ensure that your writing is technically correct and your voice is consistent.
While your tone can, and probably should, vary across social media platforms according to your audience, your will want your voice to remain consistent. Whether writing casually or more professionally, you should always put forth the best version of yourself. It is critical that your writing is technically correct for every post. Thus, it may be beneficial to investigate tools such as Grammarly, which provides grammar and spell checks on social media content. Always read your writing aloud prior to posting, and for longer posts, give yourself an opportunity to step away, re-read, and revise prior to going live.
Additionally, your posts should be respectful of others and opposing viewpoints. Always keep in mind that schools are looking for red flags.
3. Stay on-brand, but don’t forget to showcase your unique attributes.
Do not miss the opportunity to display your personality and any unique skills. For writers, consider adding more long-form blog posts. Photographers should let their pictures take center-stage and only add shorter captions or explanations. Consider also taking advantage of alternative media formats such as graphic design or video to showcase your community involvement or hobbies.
4. Stay current by reading widely.
One of the best ways to elevate your writing skills, while also ensuring that you have something interesting to say, is to read a variety of well-written content. Read as much as possible, and as broadly as possible, across news outlets, books, and articles. Additionally, following people that you respect on social media, including the graduate institutions to which you are applying, in order to stay abreast of their content and discussion topics may inspire you as you create and curate your own content.