Behind the Numbers
CURRENTS Article This article by Web strategist Shelby Thayer looks at the importance of applying Web analytics to higher education websites and discusses how the data from analytics can inform and improve strategy for admissions efforts and marketing campaigns and help drive traffic to a website. The article delves into why website managers and higher education leaders should be interested in this data, particularly as it relates to outcomes or conversions.

Detrás de los Números
CURRENTS Article En este artículo, la estratega web Shelby Thayer de Penn State expone el caso por lo que una institución debe contar con una analítica web.

Operation Reputation
CURRENTS Article In today's world of social media, users can post their own thoughts, comments, and content, and readers can take it as fact. So how do institutions navigate the networks and find fact rather than fiction? Take a look at how you can police the posts and still maintain credibility.

Office Space: Found in Translation
CURRENTS Article Knowing how to navigate the wild frontier of Web 2.0

Advance Work: Timing is Everything
CURRENTS Article Davidson College took advantage of its unanticipated success in NCAA men's basketball tournament to pitch itself to prospective students.

Off the Air, On the Tube
CURRENTS Article With many new Web 2.0 technologies at their fingertips, marketing and communications professionals need to decide what medium works best. One of these new communications vehicles has emerged as a place where institutions can make a strong case for the brand: YouTube.

Advance Work: See U Soon
CURRENTS Article A new Web site offers prospective students a one-stop option for virtual campus tours.

Talking Points: Paying Complements
CURRENTS Article Microsites, also known as landing pages, are powerful tools that allow audiences to respond to an appeal without having to navigate a main Web site. Institutions can use microsites to communicate personalized, focused marketing messages to specific target audiences. This article outlines some of the ways in which campuses and other organizations are using microsites, including handling such tasks as registrations and online ordering, and the benefits of using them, such as that they create more interest, more interaction, and greater measurement opportunities.

AdvanceWork: Think Charity, Not China
CURRENTS Article The Web site Whatgoesaround.org allows users to create a registry of nonprofits they support. Their friends and family can go on the site to make online gifts to the selected nonprofits in the same way they might use a bridal or baby registry. Institutions might promote the site as a way for alumni to encourage gifts in their honor to alma mater.