Facebook makes it cheap to market to new students. But it costs colleges dearly.

From EdSurge: “According to the 2022 Edelman Trust Barometer survey of more than 36,000 people in 28 countries, only 37 percent of respondents state that they trust social media as a source for general news and information. The implications of this for colleges and universities are twofold. We’ve aligned ourselves with a partner that is in direct opposition to the values higher education claims to hold dear: truth, curiosity, democracy, critical thinking and debate. Yet we’ve become so dependent on Facebook’s ecosystem of advertising that many higher ed professionals feel pressure to stick with it at the expense of developing other, more sustainable online channels and platforms that universities own or that give them more control, such as their own websites or more-private social media tools.”

View the full article from EdSurge.

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