the Sam Jackson College Experience

About a month ago, I wrote about patterns I found comparing Yale and Harvard in Google searches through Google Trends. Well, just today, Facebook released a simply fascinating tool called “Lexicon” which is the same thing, but for wall posts. Computers (not humans!) track the content of every wallpost for words and phrases, and you can search for trends and comparisons over time using this new tool. Very cool, right?

Lexicon shows the number of users that posted each term per day on a profile, event or group Wall. It does not count repeated terms by the same user on the same day. This is to account for the seasonality of Wall posting in general; for example, there are fewer overall posts in the month of December.

My complaint about my previous Google Trends related efforts had been the fact that Google Trends was not targeted enough to college age students to give more precise sampling to *really* show the trends when it came to buzz about individual schools over the course of the admissions cycle. Facebook’s demographics pretty much fix this problem, and the following chart is very exciting.

The greatest influence here can be seen from Harvard and Princeton dropping their early programs. Yale has a huge attention buzz boost in December, but by spring admissions time it is at parity with Princeton (Gasp!) and Harvard has a significant edge in attention. As with Google Trends data, the same incredibly eerie trend occurs where everyone talking about school A talks exactly proportionately with those talking about school B with the same upticks and downticks, with high levels of accuracy.

In general, the same observations as before apply… just nice to see them borne out in slightly cleaner data somewhere else. Read about the patterns I found in the Google Trends data by clicking here, or see below.

Compare with Google Trends data (Red is Harvard, blue is Yale).

Thinking about schools as possible tourist attractions seems to be in line with the marketing and school “branding” talk that I try to discourage. However, any Harvard student would counter that it’s just a fair description of their state of affairs: sit down in a lawn chair with a notepad and a sharp eye for an afternoon and you’ll see an endless stream of tourists, all constantly rubbing the same toe of the John Harvard statue (to which drunk students forever do unspeakable things).

So it’s a fair question and reasonable point of comparison. How is it at Yale? Can you walk to class without tripping over roving bands of camera-wielding tourists, gawking at undergrads like they’re all in a richly furnished zoo enclosure? Is Yale a tourist attraction?

In a word, no.

It’s true that old campus has a fair number of tour groups circulating in lazily predictable routes, and that they can be spotted on a couple other hotspots on the campus tours which leave from the admissions office. But the individual group sizes, and the overall volume, is very manageable. We do not have people trying endlessly to sneak into our dorms or libraries–the libraries, in fact, don’t require ID to enter the main areas.

Compare with Harvard where the library has regular ‘incidents’ when people try to sneak in just to take a look… or so I am told. The libraries at a lot of schools have this nice level of access for prospective students, so it’s not that Yale is special about it, it’s just a nice benefit from the medium-high volume rather than the stupidly-crowded nature of certain other schools.

Sometimes I like to join the tour groups silently, listen for a minute, then leave. This seems to really confuse prospective students, and leaves me sad that the tour guides are always giving the same semi-duplicitous accounts of Yale lore; still, it helps me stay in touch with the prospective student mindset and is good for blogging. It seems that sometimes, the worse the weather is, the better the tour, as guides work harder to make Yale appealing aside from the good weather and usual cheer of New Haven.

There are busloads of Chinese tourists / visitors who come to Yale, foreign-language tour guides leading them around campus–Yale is actually much better known in China than Harvard, a lot of the time, but when I just stopped at Harvard over spring break I did see a nice number of well-heeled Hong Kong students heading around on a big tour group.

If you stopped reading after my “in a word” explanation, and skipped to the end, don’t worry! You didn’t miss any super-insightful truths about Yale. There is a reasonable level of outsider interest, but because they don’t go inside residential college gates it’s not much of a problem at all.

Of course, I think Yale is quite worthy of being a tourist attraction… : )

Headline part-inspired by Snively @ MIT blogs, but mostly by the exact question asked by my bff Greta when visiting her this past week at Harvard.

Norman Kraft of Zen Writes Inc. keeps a higher education marketing blog called “Zen and the Art of Higher Education Marketing” which I read regularly (or at least as regularly as he posts–happily, the last couple of weeks have been pretty consistent) and generally find to be very on the mark. Two weeks ago he posed an interesting question–what effect do appearances have in the context of the admissions office itself? He writes:

For many colleges and universities, admissions office space seems almost an afterthought. Too often, the office entrances are difficult to find and once found, the admissions area is hardly one of the highlights of the college tour. I’ve seen admissions officers attempt to prevent parents and students from seeing their offices by arranging meetings in open spaces on campus, or at a library or student center.

Your admissions area is your first impression, and as the old saying goes, you only have one opportunity to make a good first impression.

Let me address this question from my perspective as a student and a recent college-admissions-office-visitor. First and foremost, the admissions office is not the first impression someone has of a school when visiting. Not precisely, at least. Parents don’t blindfold their kids, drive them in erratic randomized patterns, and then lead them up to the admissions office only to then ‘unveil’ the first impression of the entire school. There is the journey to the admissions office first, and even that little step can have a significant impact. How so?

Although I knew that there were realistic constraints for space, sometimes the positioning of an admissions office alone would seem to send a message to me. Take, for example, the University of Pennsylvania admissions office: it is very convenient and easy to find because of how central it is to campus (1 College Hall, ground floor). To get there we walked through especially nice portions of the campus and a vibrant part of Philadelphia; that was the first impression of the school. My memories of the admissions office itself are not especially great because my preoccupation at the time was coping with the 105+ degree heat wave.

The real distinction between admissions offices first and foremost is SERVICE. Yes, it was a painful heat wave at Penn and that wasn’t their fault. The day before, though, the temperatures were almost as bad and I had visited both Yale and Wesleyan with my family. The biggest difference, where tour and admissions office experience was concerned (schools aside)? Wesleyan offered free bottles of water. It was also, hands down, the nicest, most accommodating, and most convincing of anywhere I visited, but that’s another story. The water was part of that. I know it’s not in the budgets for Penn and Yale to offer water to all the people who come and visit–they had rather bigger crowds–but those are some of the differences that we take away from tours. The little details that count.

Wesleyan-Yale isn’t a very fair comparison, as I’ve said. So let me use another situation with slightly more even odds: Harvard vs. MIT.

I visited MIT on March 14th, 2006–it was the first school I visited. I remember the date because it was Pi Day! Anyway, I visited MIT with my friend Greta and we got slightly lost in the infinite corridor and on campus looking around for the admissions office because MIT buildings are all designated by numbers are we weren’t paying that much attention since it was our spring break. Something like that. We found the office in the end and it was a messy place inhospitable to visitors–we were sent elsewhere for our tour and info talk. It felt like the reception / office ratio was off. All the same, we had a good time at MIT (read the visit report).

Compare with Harvard: we wandered over to Radcliffe yard and found the admissions office after some searching, but given Harvard’s visitor volume what happened next was unfortunate. We were sent from a messy office environment to what looked like a semi-dilapidated basement auditorium where we were told about how selective Harvard was before being sent out on the worst college tour in my complete touring experience.

There were many similarities in presentation and aesthetic experience, but when I ask Greta or think myself about the MIT visit we don’t think about how the office was messy. We just think about how exciting the UROP program sounded and how friendly everyone was. The aesthetic details only come into play over at Harvard when we start trying to look for something to redeem the experience.

Are aesthetics important? Sure. But they’re not the most important part of the experience or ‘first impression,’ at least not in my mind, and it’s important to remember that. I didn’t see any places that were installing gold leaf in the admissions offices while cutting back on staff, but I just thought I’d share my thoughts on this all the same.

For the record, Johns Hopkins gave out free water bottles a few days later when it was equally hot.

Honestly? Dried cranberries. Fruits have wonderful powers and it was their magic which kept me strong through the hours of testing on my last sitting.

Actually, I just wanted to take a quick moment to encourage everyone to go vote in US News & World Report’s ‘Paper Trail 2006‘ rankings, specifically for ‘best alternative media outlet.’ Further, I would encourage you to go vote for Wesleying, Wesleyan’s very active, very excellent campus activity news bulletin blog. They do a really good job and they deserve this meaningless link-baiting attempt at recognition from US News. I’m not even going to mention the other contestants, since Wesleying is tops (Something I’ve been saying for a while–I actually link people the blog as I try to convince them to apply to Wesleyan). Actually, I think the Bwog can be pretty interesting sometimes. But go vote for Wesleying.

Thanks to IvyGate for tipping me off to this one, I should have a ‘real post’ sometime tomorrow evening.

This is a ‘part 1′ because this is a very big very thorny issue which concerns affirmative action and much more. As such I will in the near future be writing a ‘part 2′ which directly addresses any AA-related concerns I’m having about this topic here… but for now, my understanding of the issue:

Pulitzer prize winner Daniel Golden wrote a piece about “whether elite colleges give Asian-American students a fair shake” in last Saturday’s Wall Street Journal. It focused specifically on the case of one Jian Li, a Chinese permanent legal resident who went to a NJ public school having emigrated at age 4. Mr. Li recently filed a complaint against Princeton University for rejecting him through the Dept. Education’s Office for Civil Rights; he is currently a freshman at Yale. (n.b., this is not a tort case, it is a complaint about what Li feels was discrimination.)

This is an issue that throws a lot of people off sometimes, because some people confuse a) Affirmative action with b) race-based discrimination. Private universities in the United States are not required to have the same ‘objective’ qualifications that businesses or real estate have; race discrimination is only happening if there a pattern (in this case acceptance / rejection) unique to one race or ethnicity on the basis of unfair (nonstandard) comparisons–hence the problem with Berkeley’s law program back in the early 90s, which took Asians out of the general pool and compared them against each other.

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