Emoji in Higher Ed: 👍 or 👎?

Once used primarily by young people on social media, emoji have now infiltrated all varieties of messaging and communication. Since Apple made the emoji keyboard standard and began suggesting emoji to replace words in text messages, you could expect a clever, animated icon from everyone, including your thumbs-up wielding grandmother. But do these light-hearted symbols have a place in higher education communications?

Like most good things in life, emoji should be enjoyed in moderation. Used in the right context, they are a good way to connect with potential students. However, sprinkling them on to every outward piece of messaging can be seen as trying too hard to relate to a younger generation. 

When is the Right ⏰ for Emoji?

There are no hard and fast rules on the use of emoji, but here are some suggestions on when it makes sense to lighten up. First and foremost, emoji can be used on almost all social networks. It never hurts to see a smiley face next to a picture on Facebook, Instagram, Twitter, or Snapchat. The exception that proves this rule is LinkedIn. More often than not, LinkedIn is reserved for professional interactions, and while the use of emoji is not necessarily inappropriate, it pays to use them sparingly. 

When it comes to official communications from the school? Be cautious. It doesn’t hurt to include a palm tree when you’re announcing a campus closing for spring break. However, sandwiching emoji within an email during your admissions cycle can send the wrong impression to an applicant. 

Last but not least, be wary of using emoji on any marketing material that have a long shelf life. Apple and other developers often update their emoji with every software release, so the winking face on that poster or sign might be out-of-date sooner than you expect.

As mentioned above, there is no perfect guide for when to use emoji. Like most things in the higher education marketing space, it makes sense to try it out for yourself, see how students respond, and tweak your style accordingly. When in doubt, use marketing students as a focus group. If they approve, chances are the rest of the student body will as well.