Dive Summary:
- One in three schools responding to a study by the Society for New Communications Research at the University of Massachusetts Dartmouth Center for Marketing Research said social media was better than traditional media for reaching and recruiting students.
- Of undergraduate admissions officers interviewed, 92% reported social media as a worthy investment and 86% planned to increase that investment in the following school year.
- Campuses reported that spending on traditional media was down across the board, while Facebook, YouTube, and Twitter were reported as the top three most effective tools for reaching undergraduates.
From the article:
A growing number of US colleges and universities are relying on social media and mobile applications for recruiting and reaching their students, according to findings from a recent study conducted by the Society for New Communications Research at the University of Massachusetts Dartmouth Center for Marketing Research. In the report, one in three responding schools indicated that social media was better than traditional media--including newspaper, television, radio, and print--for reaching its desired audience. ...
