Posted by Brad J. Ward | Posted in Blogging, Higher Education, Marketing, Recruitment, Research, Social Media, Technology, Thoughts, Web | Posted on 01-20-2009
I am very excited to share with you a recent study that comes from UMass Dartmouth, which looks at social media usage within college admission offices at 4-year universities.
Guess what? We’re doing pretty good. As one who has been advocating and pushing the usage of social media in higher ed recruitment for a few years now, I just wanted to pass along some information from the study as well as a ‘thank you!’ to all of you out there helping to make it happen.
According to the 10 page document, which states “The new study compares adoption of social media between 2007 and 2008 by the admissions offices of all the four-year accredited institutions in the United States”, in 2007 “institutions of higher education were outpacing the more traditional Fortune 500 companies as well as the innovative Inc. 500 companies in their use of social media to communicate with their customers (i.e., students).”
In 2007, 8% of the Fortune 500 companies were blogging compared to 19% of the Inc. 500 and 32% of college admission departments.
In 2008, 13% of the Fortune 500 companies were blogging compared to 39% of the Inc. 500 and 41% of college admission departments.
Some statistics to note
- More private schools have blogs than public schools (72% vs. 28%)
- 50% of schools with undergrad enrollment <2,000 have blogs.
- Only 8% of schools use an internally developed application for a blog platform.
- More schools are allowing comments on their blogs in ’08 vs ’07 (61% vs. 72%)
- 54% of schools monitor the internet for buzz, posts and conversations about their institution (still not high enough, in my opinion!)
- 29% of admission offices used social networking in 2007. 61% of schools did in 2008.
- The % of schools not using any social media in their recruitment strategy dropped from 39% in 2007 to 15% in 2008.
- 85% of institutions are using at least one form of social media. Usage is up for every tool studied.
I’ll leave some for you to look at. Make sure you download the PDF or DOC at the bottom of the link above and check it out.
I look forward to seeing these numbers continue to rise!