SNCR: Higher ed ramping up social media use

The Society for New Communications Research reports that colleges and universities are adopting social media at record rates. SNCR Senior Fellow Dr. Nora Ganim Barnes and Eric Mattson’s sudy of social media adoption by the higher education sector compares adoption of social media between 2007 and 2008 by admissions offices of all four-year accredited institutions in the United States.
Key Findings include:
• 13% of the Fortune 500 and 39% of the Inc. 500 currently have a public blog, while 41% of college admissions departments have blogs.
• A significant number of admissions officers use search engines (23%) and social networks (17%) to research prospective students.
• Use of YouTube has also increased substantially. Video is now being used to deliver virtual tours of campuses, virtual visits to the dorms, and sample lectures from the faculty.
• Nearly 90% of admissions departments feel that social media is “somewhat to very important” to their future strategy.
“Social media have undeniably changed the landscape of college admissions,” says Barnes. “The value of these social media tools for college admissions offices cannot be underestimated. As more and more young people spend increased amounts of time communicating online, an institutional presence will become mandatory.”


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