Higher Ed Documents Social Media ROI: New Communications Tools Are a Game Changer
By Nora Ganim Barnes & Ava M. Lescault
The University of Massachusetts Dartmouth Center for Marketing Research has been watching trends in social media usage at US colleges and universities since 2007 providing unique longitudinal data. The changes over time have been exciting as social media assumes a central role in the recruiting process.
A similar study recently released by the Center focused on social media use among top MBA programs. In many ways results are similar except for some interesting differences in how MBA and students at 4 year schools are recruited through social media. Some of those results are included in the highlights below.
This latest study of US four year accredited undergraduate schools (2011-2012) shows for the first time that social media cuts costs for the Admissions Office. As a result, schools are reporting plans to increase investments in social media initiatives that they believe are more efficient in reaching their target audience.