US survey explores social media's role in students' college search process

September 26, 2012

A recent US survey observes that for recruitment purposes, the number of social media accounts might not be nearly as important as what PSE schools do with the technology. Of the more than 7,000 college-bound high school students surveyed, about two-thirds use social media to research institutions, and more than a third of those respondents use social media to help decide where to enrol. Nearly 75% of respondents said they check Facebook at least once a day, while more than half never used Twitter, the next-most-visited social network. Pinterest, Tumblr, and Instagram were even less popular. The findings suggest the way to get a high return on investment is to focus on engagement. Prospective students want to be able to communicate with people, but who they want to communicate with differs. White students were the most likely to want to communicate with current students, while Hispanic and black students wanted to communicate with admissions counsellors. White and Asian students were more likely than black and Hispanic students to want to connect with admitted students. Inside Higher Ed