Universities ‘Admit’ Social Outreach Has Advantages


Social Media Proves Efficient Among Academics: In a study of MBA programs at schools across the U.S., two out of three social media managers and admissions officers say that social media outreach was more efficient and effective than traditional PR outreach—which allowed for cost cutting in admissions offices.

The University of Massachusetts Dartmouth Center for Marketing Research has been watching trends in social media usage at U.S. colleges and universities since 2007.

Other study highlights include:

  • Reduced costs for traditional media are attributed to use of social media. Schools report 33% less spent on printing, 24% less spent on newspaper ads and 17% less spent on radio and TV ads.

  • 92% of undergraduate admissions officers agree that social media is worth the investment they make in it and 86% plan to increase their investment in social media in the next year.

  • The most useful tools for recruiting undergraduates include Facebook (94%), YouTube (81%), Twitter (69%) and downloadable mobile apps (51%).

  • Monitoring reputation and relevant online conversation has declined over the past few years. In 2009-2010, 73% reported monitoring their brands. In 2010-2011, that number dropped to 68% and now is 47%.

Source: University of Massachusetts Dartmouth Center for Marketing Research

Follow Scott Van Camp: @svancamp01




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