Social Media and College Admissions Usage

We found some great research from Dr. Nora Barnes and Eric Mattson from The University of Massachusetts at Dartmouth that provides some insights into the higher-ed social media landscape.

Their study, mining surveys and interviews from 478 schools, has shown that social media has solidified a prominent position in the toolkit of admissions and enrollment administrators. The paper also shows that university admission departments now almost universally ‘get it’, and are using social tools to create two-way communication that builds real relationships among students and prospects, as well as loyalty to their institutions.

According to the study, there has been an 84% increase in admissions blogging since 2007, and the most popular current desire in Admissions is to integrate this voice into social networks. Their data also show a 300% increase in the use of tools like Facebook to maintain a social media presence. This jives with their finding that 91% of schools feel that social media is ‘important’ or ‘very important’ to their future strategy.

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We couldn’t agree more, and are happy to see leaders like Dr. Barnes and Mr. Mattson providing hard data and critical analysis on a topic that is near and dear to the hearts of the Inigral team. We spend alot of time thinking about how to make social media useful to universities and students, so it’s really great when we come across other people with the same thing on their minds.

Check out the original study here.

  • jaysteele

    Literacy and fluency are two entirely different things. Just because someone is using something, does not automatically mean they know what they are doing with it. Knowing what to do and how to do it correlate to literacy. Knowing when and why are evidence of fluency. Although, use is one of the things that leads to fluency. Just be careful what conclusions you come to as a result of these findings.

  • Brandon Croke

    You bring up a great point Jay. I agree that even though most schools are using social media, much fewer are accurately measuring success or effectively utilizing the medium. But then I have to wonder, how do you measure success? What does success look like?