Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Dr. Nora Ganim Barnes Chancellor Professor of Marketing Director, Center for Marketing Research University of Massachusetts Dartmouth Adoption of Social Media by Accredited Colleges and Universities

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Social Media by the Numbers

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Speed of Adoption 1994 World Wide Web goes public (co’s begin to build websites) PDA’s, IM, WiFi Blogging begins mostly as online journals (most mature social media tool) 2004 Emergence of Web 2.0

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research 2003 MySpace 2005 Facebook 2005 YouTube 2006 Twitter The Speed of Adoption

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Social Media Statistics Blogs (late 1990’s) There are over 150 million blogs currently indexed by Technorati. May, 2005

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Social Media Statistics There are over 600 million Facebook accounts where 3 billion photos are posted every day.

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Social Media Statistics Each minute a full 24 hours of video content is uploaded from around the world to YouTube.

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Social Media Statistics One billion tweets are sent per week. 460,000 new accounts are created each day.

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Research on Higher Ed

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Methodology –Telephone interviews were conducted using a systematic random sample from the University of Texas directory of 4 year, accredited institutions. The directory lists ~ 2,000 schools. –Interviews took place in November June 2011 –Findings are valid within a range of +/- 4% with a confidence interval of 95%. –Final sample size is 478 (to date over 2,000 interviews conducted)

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Profile of Sample Student Size (from under 20 students to over 54,000) Annual Tuition (from $1,700 to over $50,000) Funding (72% private vs. 28% public) Location (all US states are represented)

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research How do you measure success of your blog? 1.Google Analytics/Counters 2.Hits/Comments 3.Don’t Measure

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research How do you promote your blog? 1.Link from homepage/Website 2.Facebook 3.E-Letters/ s 4.Twitter 5.Print Materials

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research What are your future plans for your blog? What are your future plans for your blog? 1)Expand It (add more users-students, faculty and alumni) 2)Update/Maintain 3)Don’t Know 4)No Plans

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Who manages your social media efforts? Almost always the Admissions Office, Marketing or Public Relations

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research What do you look for? Search Engines 1.Anything that is questionable 2.Interests 3.Scores, Class Rank 4.Geographic Location Social Networking Sites 1.Activities/Interests 2.Character of Student (pictures, comments, i.e) 3.Ability to Share Information and Keep in Contact

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Places to focus your attention Integration of SM into Marketing Plan Encouraging Engagement Measuring Effectiveness Management of Multiple Platforms Social Media and Branding

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Places to look for inspiration Johns Hopkins University (#1) University of Notre Dame (SM policy) Stanford University (apps) Emerson College (fun video) See studentadvisor.com…….

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Ideas for your Blog Solve a problem for your readers Create lists Ask readers a question/Take a poll

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Ideas for Foursquare Texas A&M held a Foursquare scavenger hunt, giving students a sequence of clues for places on campus to check in. Reward: 30% off in bookstore

Social Media & Higher Ed©UMass Dartmouth Center for Marketing Research Ideas for your Twitter Tuft’s University tweets their cafeteria menu. American University tweets upcoming events.

Social Media & Higher Ed Next Steps Using this information to help move your school forward ©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed Next Steps STEP 1: Monitor Create a Google Alert or other monitoring program for your college/university. ©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed Next Steps Adding a blog will allow you to more quickly and effectively engage students and parents in discussion on a variety of topics. It will humanize your school and create relationships. STEP 2: Publish a Blog (Blogger.com, Wordpress.com) ©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed What does a school blog or tweet about? - Emerging trends in education - School Values - New Research - Inspiration/Cases/Stories - Tips/Helpful Hints ©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed Next Steps LinksVideo Links Podcast Links ©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed Next Steps STEP 3: Add Video/Podcasts Adding enhancements to your blog gives students and parents reasons to subscribe and provides value. ©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed Next Steps STEP 4: Consider Other Tools Facebook, Twitter, YouTube, Foursquare etc. ©UMass Dartmouth Center for Marketing Research

Social Media & Higher Ed Next Steps STEP 5: HAVE FUN! ©UMass Dartmouth Center for Marketing Research