61% of admissions offices use some form of social media

July 25, 2007

A recent US study based on detailed interviews with 453 admissions departments concluded that 61% of admissions offices use at least one form of social media.  Defined as blogs, social networking, message boards, online videos, wikis and podcasting, 55% of college admissions representatives claimed to be "very familiar" with social media tools, and 88% felt these tools were either "very important" or "somewhat important" to their future strategy.  In relation to yesterday's story regarding Oxford University's use of Facebook to catch and discipline students for misconduct, this report also found that 26% of admissions representatives used search engines and 21% used social networks to evaluate applicants. "The Game Has Changed" Report