Dive Brief:
- The sixth annual report from CASE, Huron Education, and mStoner Inc. about social media use finds five major trends in use among higher education professionals.
- eCampus News reports 70% of respondents said they use social media to achieve specific goals, up from 50% in the prior year, and a steadily increasing portion of respondents say they're using social media for fundraising, including giving days and crowdfunding efforts.
- Institutions are using more visuals and more channels, including Facebook, Twitter, LinkedIn, YouTube, and Instagram, which is gaining higher education users the most quickly of all, but many report wanting better ways to measure success.
Dive Insight:
The annual report asks about social media use across a range of industries, with nearly half of respondents claiming a connection to higher education. Respondents come from a random sample of CASE members across the globe. Higher education institutions seem to be better figuring out social media each year, honing strategies to get the best impact from each platform.
When it comes to recruitment, new research from LinkedIn highlights just how important an online presence can be. The majority of students do not reach out to a school until they have decided it is at the top of their list. Networks are a strong influencer of prospective student decision-making, meaning a school with a strong social media presence can reach students early in multiple ways.
