1. Calling Snapchat “dead.”

Yeah, the redesign makes your life harder. Are you going to friend all of your students so that your story shows up in their friend feed, or are you going to be content with showing up in the “Discover” tab? You decide, but know that incoming students aren’t giving up Snapchat anytime soon. We’re just going to have to figure out a way to engage. And speaking of engagement…

2. Failing to engage.

We’re really used to broadcasting. We broadcast all the time. We tweet and share links to our sites. We tell people what we want them to know. Increasingly, though, our incoming students and our other community members are looking for engagement. So, yeah, we’re going to have to do some one-on-one stuff, which takes some man/woman-power. And looking ahead, we’re going to have to engage both in the messaging apps we already use (have you checked your Facebook Page inbox recently?) and in the apps we’re going to have to learn to use, like WeChat and WhatsApp.

3. Using YouTube as a video bucket.

Your YouTube channel isn’t just a place where you can chuck all your video content so that you can embed it elsewhere. YouTube is a social platform. Yep, and it’s getting to be even more social with the addition of the community tab and a coming-soon Stories-like feature. You’re going to have to roll your YouTube strategy into your general social media strategy, so start laying the groundwork now to get control of YouTube on your team.