Posted by Brad J. Ward | Posted in Alumni, Analytics, Callouts, Embedding, Facebook, Flickr, Higher Education, Integration Week, Marketing, Recruitment, Research, Social Media, Technology, Thoughts, Twitter, Web, YouTube | Posted on 03-13-2009
Today I’m lending the platform over to my partner and co-founder of BlueFuego, Joe Gaylor. Joe has spent the last week working on some very interesting research. Over the past several months we have noticed that some schools are very up front with their social media efforts, other bury their hard work deep in a 3rd level text link.
While we don’t have specific research on this, we can tell you one thing: To your target audience, the Facebook ‘F’ is probably just as familiar as other ‘brand name’ logos. So why not put it where they can see it? If you have a great Facebook page with tons of quality content and engagement, brag about it!
Research of 1,387 four year schools has been conducted to determine the usage of direct Social Web Callouts (SWC’s) to external social networking sites. Research was based on three criteria:
- Main .edu page
- Main Admissions/Prospective page
- Main Alumni page
Of the 1,387 four year schools researched:
- 285 schools (20.5%) had one or more Social Web Callouts (SWC’s) within the criteria
- 10 schools (.07%) had SWC’s on all three criteria (Main, Admission, Alumni)
- 56 schools (4.03%) had SWC’s on 2 of the 3 criteria
Of the 1,387 schools, 106 (7.6%) had SWC’s or links on the main .edu homepage. Of these 106 schools:
- 60.4% linked to Facebook
- 34.9% linked to YouTube
- 24.5% linked to Twitter
- 17.0% linked to Flickr
- 17.0% linked to MySpace
- 12.3% linked to YouTube (Embed)
- 2.83% linked to LinkedIn
- 2.83% linked to Flickr (Embed)
- 1.89% linked to Issuu
Of the 1,387 schools, 113 (8.2%) had SWC’s or links on the main Admissions site. Of these 113 schools:
- 64.6% linked to Facebook
- 24.8% linked to YouTube
- 18.6% linked to YouTube (Embed)
- 14.2% linked to Twitter
- 11.5% linked to MySpace
- 8.0% linked to Flickr
- 2.7% linked to Vimeo
- 2.7% linked to Issuu
- 0.9% linked to Flickr (Embed)
- 0.0% linked to LinkedIn
Of the 1,387 schools, 130 (9.4%) had SWC’s or links from main Alumni site. Of these 130 schools:
- 82.31% linked to Facebook
- 10.77% linked to MySpace
- 40.00% linked to LinkedIn
- 10.00% linked to YouTube
- 11.54% linked to Twitter
- 4.62% linked to YouTube (Embed)
- 4.6% linked to Flickr
- 3.08% linked to Flickr (Embed)
We will be taking this research further in-depth, so keep an eye out for future research on Social Web Callouts from BlueFuego. Thanks to Joe for compiling these numbers!
What do you think about the data? Alumni link out more than Admissions off their main page. Facebook is the clear winner. MySpace can’t make it past 20%. Nearly 1 in 4 4-year schools are linking to Twitter off their main page, but are they doing Twitter well? YouTube sets the standard for video, as expected. And only 10 schools have SWC’s on their top level homepage, admissions page and alumni page.
Sure, there are probably some callouts deeper in the site, but consider this… At Butler, we had no SWC’s on the top level admission site, only 2nd level at the http://go.butler.edu/cs page. The go.butler.edu page was the most visited page, the go.butler.edu/cs page was the 2nd most visited. However, the homepage received 5 x’s more pageviews than /cs. I can only imagine most other schools are the same. What would happen to your social media efforts if you had 5 x’s more eyeballs on the callouts?
Want to learn more about using Twitter for Higher Education? Sign up for the upcoming webinar on April 9th or 10th! Only $99 to attend. Learn more and register at http://twitter-higher-ed.eventbrite.com.