Umass Dartmouth Center for Marketing Research Blog

Social Media Adoption for Higher Ed Schools Released

It’s the Center’s great pleasure this week to present our 2011 study for Higher Ed’s use of social media! Our research shows that colleges and universities continue to quickly embrace social media as their adoption of blogging outpaces the Fortune 500 (23% have a blog), the Inc. 500 (50%) and Forbes top charities (64%). Our latest research shows that 66% of colleges and universities have a blog at their school.

The study’s key findings include:

  • 100% of US colleges and universities use at least one form of social media; 34% growth over 2007.
  • 98% now have a Facebook page.
  • 84% have a presence on Twitter.
  • 66% have a blog, up from 51% last year. Of these, 44% have developed policies to govern online communications.
  • 41% are using podcasting to deliver sample lectures and student perspectives, up almost 20% in one year.
  • Use of message boards has leveled off; 20% are trying Foursquare.
  • The use of MySpace has declined from 16% to 8% in one year.
  • 19% of colleges and universities report using social networking sites to recruit and evaluate potential students.

Dr. Nora Ganim Barnes stated, “There is continued evidence of enthusiasm and eagerness to embrace these new communication tools, and there is now evidence that schools are adding some tools and dropping others as they mature in their understanding and use of social media.”

“Schools using social media are clearly engaged in the online world in order to better connect with Millennials and others with the ultimate goal of increasing their effectiveness in recruiting prospective students,” added Ava Lescault.

For a complete look at the full study, please select the link below. Leave your thoughts and comments on our findings; we’d love to hear your responses. Until next week!


Filed under: Happenings at the Center

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