How Social Media is Changing College Recruitment

Posted by Pat Moores in August, 2012


A recent research report by University of Massachusetts Dartmouth, interviewed 570 admissions officers from colleges and universities in all 50 states. The report uncovered that social media allows these institutions to more effectively target candidates while reducing marketing spend by up to 33 percent on certain mediums.

Social media has reduced traditional marketing costs:
33% reduction on print advertising
24% reduction in newspaper ads
17% less in radio/TV ads
92% of admissions officers think social media is worth the investment, with
86% planning to increase their investment in social media next year
78% of respondents noted that social media has changed the way they recruit

The top social media platforms that universities employ include Facebook, Youtube, Twitter and downloadable mobile apps. To truly utilize these resources, schools must improve upon is monitoring what is said about their brands.