Facebook for Retention: An Annotated Bibliography

As more and more colleges and universities dive into using social media and Facebook to attract and keep students, there is an increasing body of literature on the topic.  The following is a collection of resources showing the success of using Facebook to keep students engaged and to increase retention in higher ed.

2011 Update: Check out the latest academic research on the Social Side of Student Retention.

Facebook ‘cuts sudent drop-outs’


By Sean Coughlan, BBC News. October 2009
“Social networking websites such as Facebook are helping to reduce college drop-out rates, it is claimed.”

Professors and Students, “Friending” Together: Mass Hysteria!

By Brooke Lester. September 2009
“…there are excellent reasons for students and profs to Facebook-friend…and also excellent reasons not to.”

Facebook ROI Mayo Medical School interview

Barbara Porter, Assistant Dean for Academic and Student Affairs. June 2009
Students are getting to know each other even before the first day of classes by interacting on Facebook, which is saving Mayo Clinic time, effort, and money.

Colleges Learn to Live with Social Media

By Childs Walker, The Baltimore Sun. September 2009
“Each entering class more connected than last, but some schools worry about privacy, inappropriate contacts.”

You can use Facebook for that?  Research-supported strategies to engage your students

By Rey Junco. March 2009
A SlideShare presentation packed with data that suggests increased student engagement based on social networking activity and suggestions for how to use Facebook in Higher Ed.

Facebook: Engagement for Transition and Retention Beyond the Curriculum

By Pamela Martin-Lynch. 2009
This paper shares some interesting and surprising outcomes of a 2008 trial by Murdoch University in using Facebook™ as a means of engaging with new students.

Warwickshire College: Social networking improves student retention

By JISC RSC (Regional Support Centres) West Midlands. 2009
Case study on one instructor using Facebook to increase his course’s retention rate to 100%.

  • http://buildingmarketingstrategies.wordpress.com/ rickhardy

    Thanks, Kate, for these articles. We’re sort of in a pre-best practices time. Seeing how others are experimenting with new media is very helpful as we all try to adapt our marketing programs to address these sea changes in the marketing environment.

  • http://buildingmarketingstrategies.wordpress.com/ rickhardy

    Thanks, Kate, for these articles. We're sort of in a pre-best practices time. Seeing how others are experimenting with new media is very helpful as we all try to adapt our marketing programs to address these sea changes in the marketing environment.

  • Pingback: Facebook in Higher Education – Facebook for Admissions and Yield: An Annotated Bibliography

  • http://www.brandoncroke.com Brandon Croke

    Thanks for sharing Rick. We’ve recently updated these resources in a new Whitepaper on The Social Side of Student Retention – http://www.inigral.com/research/social-side-of-student-retention/