2013 Social Admissions Report
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  • 1. The 2013 Social Admissions Report March  2013  
  • 2. Methodology Background:  Objec&ve  is  to  get  greater  insights  into  high  school   students’  use  of  social  media,  in  general,  and  in  selec&ng  a  college   or  university       Methodology:  Survey  invita&ons  were  emailed  to  Zinch  high   schools  students  and  Chegg  college  students     Survey  Dates:  January  -­‐  February  2013   •  2012  Social  Admissions  Report  was  fielded  in  early  Fall  2012.     Trends  are  highlighted  throughout  the  presenta&on.     High  School  Students:                      -­‐  4,025  surveys  completed      -­‐    63%  gradua&ng  2012  or  2013      -­‐    36%  gradua&ng  2014  or  2015      
  • 3. Male,   23.00%   Female,   75.10%   Gender   Year  of  High  School  GraduaHon     10%   10%   1%   1%   12%   13%   53%   18%   Prefer  not  to  answer   Two  or  more  races   NaHve  Hawaiian  or  Pacific   American  Indian  or   Asian   Black  or  African  American   White   Hispanic  or  LaHno   Ethnicity   9%   54%   24%   13%   2012   2013   2014   2015   Top  States  of  Residence   48%   31%   14%   6%   1  to  3   4  to  6   7  to  10   More  than  10   Number  of  Schools     Applied  to   Respondents  represent  ethnic  and  geographic  diversity  of  students   CA  :     16%   TX  :  8%   FL  :  7%   GA  :  4%   PA  :  3%   NY  :  5%   MI  :  4%   OH  :  3%   IL  :     4%  
  • 4. Rise of mobile Yes   70%   No   21%   N/A  -­‐  I  don't   own  a  mobile   device   10%   Q4.  Do  you  access  social  media  on  your  mobile  device?  (iPhone/Android/Tablet)   Q5.  Have  you  accessed  a  school's  site  on  your  mobile  device?  (among  those  who  access  social  media  on  mobile)   Access  social  media  on  mobile   Access  school  site  on  mobile   Yes   87%   No   13%   7  in  10  students  access  social  media  on  mobile.     Among  those,  9  in  10  of  them  access  school  sites  on  mobile   More  students  access     school  site  on  mobile:     71%  to  87%  YOY  
  • 5. 65%   78%   68%   73%   60%   74%   60%   69%   Asian   Black  or  African   American   White   Hispanic   2013   2012   Social media and ethnicity Q4.  Do  you  access  social  media  on  your  mobile  device?  (iPhone/Android/Tablet)   Access  social  media  on  mobile   Social  media  on  mobile  device  varies  by  ethnicity    
  • 6. 8%   11%   19%   22%   24%   48%   6%   5%   8%   6%   9%   22%   7%   5%   6%   5%   8%   9%   4%   3%   3%   2%   4%   2%   10%   10%   12%   7%   14%   6%   64%   66%   53%   58%   42%   13%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Pinterest   Tumblr   TwiSer   Instagram   Google+   Facebook   Mul&ple  &mes  a  day   Once  a  day   Once  a  week   Once  a  month   Every  once  in  a  while   Never   Social media usage Use  of  Social  Media   Q3.  How  oden  do  you  use  the  following  different  social  media  websites?   Half  use  Facebook  mulHple  Hmes  a  day  Instagram  passes  Twifer  as  second   most  acHve  true  social  network  
  • 7. 88%   43%   30%   24%   30%   87%   47%   42%   36%   34%   Facebook   TwiSer     Instagram   Pinterest   Tumblr   2012   2013   Shifts in social media usage Use  of  social  media  (2013  vs  2012)   Q3.  How  oden  do  you  use  the  following  different  social  media  websites?   Facebook  maintains  importance,  use  of  visual  plagorms  increases  by  50%     In  our  2012  study,  Instagram  and   Pinterest  were  barely  on  the  map.    In   2013  both  networks  saw  an  increase  in   adopHon  of  over  50%  
  • 8. 8%   22%   37%   21%   12%   1  =  not  at  all  influenHal   2   3   4   5  =  extremely  influenHal   Social media and college research Influence  of  social  media  to  research  college   Q1.  Have  you  used  social  media  to  research  college/universiHes?   Q2.  How  influenHal  was  social  media  to  your  college/university  search?     Yes   72%   No   28%   Use  of  social  media  to  research  college   Nearly  three-­‐quarters  use  social  media  to  research  colleges;  a  third  find  it  influenHal       Overall  use  is  up  from     68%  in  2012   33%  show  strong   influence  of  social   media  during   research.  
  • 9. Should colleges have a social media presence? Q8.  Do  you  think  colleges  should  have  a  social  media  presence?    Please  explain  why  you  feel  that  way.     (among  those  graduaHng  in  2013  and  later)   Why  Not?   77%   4%   19%   67%   7%   26%   Yes   No   Unsure   2013   2012   Should  colleges  have  social   media  presence?   Why?   Over  three-­‐quarters  think  colleges  should  have  a  presence  on  social  media  to   reach  students       Because  of  social  media  sites,  I   found  colleges  that  I  would   have  never  heard  of  otherwise.   I  think  social  media   allows  schools  to   become  too  personal   with  their  students.  
  • 10. 2%   2%   4%   4%   11%   7%   11%   2%   2%   3%   4%   7%   5%   10%   3%   3%   3%   4%   8%   9%   14%   2%   2%   2%   3%   4%   8%   8%   5%   6%   6%   10%   10%   21%   21%   0%   10%   20%   30%   40%   50%   60%   70%   Pinterest   Tumblr   Instagram   TwiSer   Google+   YouTube   Facebook   Mul&ple  &mes  a  day   Once  a  day   Once  a  week   Once  a  month   Every  once  in  a  while   Facebook maintains relevance Frequency  of  viewing  social  media  for  colleges  considered  afending     Q12.  How  oden  do  you  view  the  following  social  media  sites  for  college/universiHes  you  have  considered  afending?   Facebook  ranks  first  among  social  media  sites  visited  for  college  informaHon     followed  by  YouTube.      
  • 11. 49%   42%   38%   32%   32%   24%   18%   14%   4%   37%   47%   49%   44%   54%   49%   43%   40%   20%   14%   11%   13%   24%   14%   27%   39%   46%   76%   Conversa&ons  I  had  with  students  (in  person  or  on  the   phone)  who  aSend  the  school   News  and  updates  from  the  college   Conversa&ons  I  had  with  my  friends  (in  person  or  on  the   phone)  about  the  school   Conversa&ons  I  had  with  students  that  aSend  the  school   (through  social  media    -­‐  facebook,  twiSer  etc.)   Photos  I  saw  of  the  school   Conversa&ons  I  had  with  my  friends  about  the  school   (through  social  media    -­‐  facebook,  twiSer  etc.)   Student  blogs  I  read   YouTube  videos   TwiSer  feeds   Major  influence   Some  influence   No  influence   Social media and student conversions Q7.  How  much  did  (or  will)  each  of  the  following  influence  where  you  decide  to  enroll?   Influence  on  deciding  where  to  enroll   Three-­‐quarters  say  student  conversaHons  on  Social  media  influence  school  they  enroll  at      
  • 12. Social media and enrollment Q9.  Did  you  (or  would  you)  use  social  media  as  a  resource  when  deciding  where  to  enroll?   Q10.  How  influenHal  was  social  media  during  your  college  search?  (among  those  who  did  use  social  media  to  decide  where  to  enroll)   7  in  10  use  social  media  in  deciding  where  to  enroll;  up  nearly  2x  from  2012   Yes   59%   No   41%   Use  social  media  in  deciding  where  to  enroll   39%   75%   class  of  2012  (2012  data)   class  of  2013  (2013  data)   All  2013  respondents  
  • 13. Social media and enrollment Q9.  Did  you  (or  would  you)  use  social  media  as  a  resource  when  deciding  where  to  enroll?   Q10.  How  influenHal  was  social  media  during  your  college  search?  (among  those  who  did  use  social  media  to  decide  where  to  enroll)   Nearly  40%  of  the  2013  respondents  that  used  social  media  said  it   has  influenced  their  decision   Class   of   2013   Of  the  75%  of  the  class  of  2013,    38%    of   those  respondents  said  they  were  influenced   by  social  media.    
  • 14. 61%   60%   58%   62%   44%   39%   31%   38%   Asian   Black  or  African   American   White   Hispanic   2013   2012   Variation in ethnicity in social media usage Q9.  Did  you  (or  would  you)  use  social  media  as  a  resource  when  deciding  where  to  enroll?   Use  social  media  in  deciding  where  to  enroll   Lifle  variaHon  by  ethnicity  in  use  of  social  media  to  decide  where  to  enroll;     huge  increases  year-­‐on-­‐year      
  • 15. Relevancy of social media posts Relevance  of  informaHon  posted  on  school’s  social  media  sites   Q13.  How  valuable/relevant  do  you  find  the  informaHon  posted  on  school's  social  media  sites?     (Among  those  who  use  social  media  to  research  colleges)   6%   13%   39%   28%   14%   1  =  not  at  all  relevant   2   3   4   5  =  extremely  relevant   Class  of  2013   42%   4  in  10  students  find  informaHon  posted  on  school’s  social  media  sites  relevant     While  many  find  content   relevant,  there  is  room  for   improvement    
  • 16. Improve colleges’ social media presence  Q15.  What  could  have  been  improved  about  colleges'  social  media  presence?   The  college  could  have  posted  about   scholarship  and  internship   opportuniHes  much  more  oden  as   the  opportuniHes  became  available   More  informaHon  for  students   who  are  applying  as   undergraduates  and  give  brief   explanaHons  of  the  process.   Newer  videos,  videos  about  more   specific  subjects  like  classes   How  to  improve  colleges’  social  media  presence     More  photos  of  the  campus   It  could  be  more   publicized  because  I   didn’t  realize  there  was   college  social  media.  
  • 17. Most valuable information  Q14.  What  informaHon  was  valuable  for  you  from  schools'  social  media  sites?   Most  valuable  informaHon  on  schools’  social  media  sites    
  • 18. What potential students find important InformaHon  from  colleges  on  social  networking  sites   that  resonates  most  with  students   Q16.  What  informaHon  from  colleges  resonate  with  you  on  social  networking  sites?  (select  all  that  apply)   10%   41%   51%   66%   68%   69%   Other  (please  specify)   Athle&cs   Career  services   Campus  visits   Deadlines   Clubs  and  organiza&ons   Scholarship,  financial  aid,  costs/tuiHon,  housing,     pictures,  social/on  campus  life     Info  on  clubs/organizaHons,  followed  by  deadlines  and  campus  visits     resonate  most  with  potenHal  students      
  • 19. 12%   15%   17%   23%   33%   38%   41%   48%   49%   61%   82%   CollegeView   College  Confiden&al   US  News  and  World  Report   MyCollegeOp&ons   CollegeWeekLive   Fastweb.com   Cappex   CollegeProwler   Scholarships.com   College  website  (i.e.  www.school.edu)   Zinch   Zinch is a top online resource Online  resources  used  to  review  college  informaHon   Q27.  Please  tell  us  which  of  the  following  online  resources  you  used  to  review  college  informaHon?  (select  all  that  apply)   Zinch  is  a  top  online  resource  used  for  college  informaHon,  followed  by  college  sites    
  • 20. Pages and groups for admitted students Q17.  Did  your  college/university  provide  a  Facebook  page  or  group  for  admifed  students?   Q18.  Please  rate  your  experience  on  your  school's  admifed  students  page/group.  (among  those  with  a  group)   Q19.  Would  you  (or  did  you)  join  a  social  network  created  by  your  college/university  specifically  for  accepted  students?   Your  school  has  a  Facebook  page  for   admifed  students   Likelihood  of  joining  a  social   network  for  admifed  students   Early  in  year;  class  of  2013  not  yet  fully  admifed   72%   9%   19%   39%   11%   50%   Yes   No   Unsur e   Class  of  2012   Class  of  2013   70%   18%   12%   60%   24%   16%   Yes   No   Unsure   A  third  say  their  school  has  a  page/group  for  admifed  students  
  • 21. Pages and group experience Comments  on  experience  in  group   21%   33%   37%   7%   2%   5  =  great   4   3   2   1  =  terrible   Class  of  2013  in  2013   Experience  on  school’s  admifed  students  page/group   Most  like  the  experience  in  the  page/group  for  admifed  students   Q17.  Did  your  college/university  provide  a  Facebook  page  or  group  for  admifed  students?   Q18.  Please  rate  your  experience  on  your  school's  admifed  students  page/group.  (among  those  with  a  group)   Q19.  Would  you  (or  did  you)  join  a  social  network  created  by  your  college/university  specifically  for  accepted  students?   I  love  it!  It  had  been  a   wonderful  opportunity  to  start   meeHng  others  and  has  given   us  a  place  to  share  our  ideas.   It’s  okay.  I  read  about   the  acHviHes  on   campus,  it’s  not  wicked   useful  to  me  yet.  
  • 22. 20%   32%   31%   41%   33%   48%   40%   43%   39%   41%   35%   45%   32%   42%   0%   10%   20%   30%   40%   50%   60%   70%   80%   Alumni   Administrators   Faculty   Guidance  Counselors   Other  admiSed  students   Admissions  Counselors   Currently  enrolled  students   Very  important   Somewhat  important   Social media interaction Q20.  How  important  was/is  it  for  you  to  interact  with  the  following  people  via  social  media?   Importance  of  interacHng  with  people  via  social  media   Increased  since  2012   Students  and  counselors  are  most  important  to  interact  with  on  social  media    
  • 23. 49%   48%   36%   42%   53%   61%   41%   58%   43%   40%   31%   33%   Asian   Black  or  African   American   White   Hispanic   Current  Students   Admissions  Counselors   AdmiSed  Students   Ethnicity and social media interaction Very  important  to  interact  with:   Q20.  How  important  was/is  it  for  you  to  interact  with  the  following  people  via  social  media?  (very  important)   Hispanic  Students  and  African  Americans  most  value  interacHon  with  admissions   counselors  on  social  media      
  • 24. Following schools on social media Schools  students  follow  or  like   on  social  media   Q22.  Did  you  “follow  or  like”  a  college  you  were  considering  going  to  on  a  social  media  service?   Q23.  Which  schools  did  you  "follow  or  like"  on  social  media?  (leave  blank  if  none)   Yes   49%  No   51%   Follow  or  like  a  considered   college  on  social  media   Half  follow  or  like  a  school  on  social  media      
  • 25. Schools’ performance on social media Schools  doing  a  good  job  on  social  media  –  by  number  of  menHons   Q24.  Are  there  any  schools  that  did  a  parHcularly  good  job  with  social  media?    Please  specify  the  school,  the  plagorm  and  why  you   thought  it  was  good.  (e.g.,  San  Jose  State  University  updated  their  facebook  page  frequently  with  photos)   UCLA,  NYU,  Cal  State,  Stanford,  Yale  cited  as  good  on  social  media     UCLA  TFT  program  Facebook  page   was  extremely  helpful  in  that  the   school  is  so  big,  we  came  in   already  part  of  the  department.   NYU  They  give  lots  of  pictures   and  quotes  from  students.   Stanford  constantly  updates  on   new  findings  and  things  done  by   both  students  and  alumni.   Yale  tweets  a  lot  about  how   great  their  students  are.     2 2   22*   2  19*   2 2   14*   2 2   14*   *  Number  of  comments  school  received  
  • 26. Most valuable information  Q14.  What  informaHon  was  valuable  for  you  from  schools'  social  media  sites?   Most  valuable  informaHon  on  schools’  social  media  sites    
  • 27. Key insights Nearly  three-­‐quarters  use  social  media  to  research  colleges  and  two  thirds   find  it  influenHal.  Half  follow  or  like  a  college  on  social  media.     7  in  10  students  access  social  media  on  mobile.  Nearly  9  in  10  of  them   access  school  sites  on  mobile.       Nearly  three-­‐quarters  think  colleges  should  have  a  presence  on  social   media.  Info  on  clubs/organiza&ons,  deadlines  and  campus  visits  resonate   most  with  students.     Zinch  ranks  first  among  most  common  sites  visited  for  college  informaHon.       7  in  10  view  Zinch  for  colleges;  4  in  10  do  so  weekly.     A  third  say  their  school  has  a  page/group  for  admifed  students;    56%  of   students  would  join  such  a  group.    Most  like  the  experience  in  their  group.    
  • 28. 6 Ohio State posted a bunch of videos on YouTube a while ago for prospective students that were very helpful. 6 Penn State updated their twitter constantly. It helped give me a inside look at the school and its activities. 6 Portland State has a great housing facebook page with updates 6 San Diego State had current info that had just happened. 6 San Jose State University updated their facebook page frequently with photos 6 SUNY Oneonta also has Youtube videos for campus tours and their website has a virtual tour. 6 University of California is always showing something new every week. 6 University of Florida Google+ showed some of their style of playing basketball. 6 University of Illinois and because it constantly put up posts and sometimes pictures. 6 University of Miami; give a lot of insite as to what goes on within the school and lets you know about the campus activities. 6 University of Wisconsin Madison seemed to update photos often 6 Xavier University does update photos and informative statuses, which is always fun! 5 Biola did a good job with the information they presented about the classroom settings and dorming situations. 5 Cal Poly kept their page up to date 5 Columbia College Chicago 5 Georgia Tech University constaly updated theit v.i.p admissions page with current events. 5 Loyola University- Maryland updated their Tumblr frequently and Georgia State University and the students who attend post videos on YouTube frequently also. 5 Michigan State was able to communicate with all it's potential students more efficiently. 5 Monterey State University displayed social and educational programs and interests often, and they were very easy to attain. 5 Northwestern University updated events occurring on campus on Facebook. 5 Savannah Collge of Arts and Design because they add pictures often, and they talk about the upcoming activities/ accomplishments the school has done. 5 SDSU updated their site with photos 5 University of Houston updates their facebook page frequently with photos, statuses, and shared links from students and staff regarding Cougar Pride and the Keep Houston Red project. Fans are also reminded of sporting events and recitals on the page, which is awesome. 5 University of michigan leaves updates constantly 5 University of Texas was informative on facebook with pictures and posts of athletic events and achievements. 5 University of Washington has several student-made Facebook pages and a complete profile on college social media sites like Zinch and Cappex. 5 Whitworth University has a lot of outreach for seniors to get them interested in their educational program. Schools’ performance on social media UCLA,  NYU,  Cal  State,  Stanford,  Yale  cited  as  good  on  social  media     Schools  doing  a  good  job  on  social  media  –  by  number  of  menHons,  cont.  
  • 29. Schools’ performance on social media Schools  doing  a  good  job  on  social  media  –  by  number  of  menHons   22 UCLA TFT program Facebook page was extremely helpful in that the school is so big, we came in already part of the department. 19 New York University. they give lots of pictures and quotes from students 15 Cal state 14 Stanford constantly updates on new findings and things done by both students and alumni. 14 Yale University twits a lot about how great their students are. 12 Arizona State University 11 Harvard University did a great job in inspiring me through its student success stories. 11 Texas A&M University keeps their Facebook page up to date with reminders of deadlines and also with the status of their sports teams. 10 Duke University updates their website with valuable information. 10 University of Southern California updated their Summer Program for high school students. 9 OSU does great updating campus visitations. 9 UT- updates on going events frequently 8 Florida State University kept up to date posts on events and student life 8 Liberty University- updates very frequently and makes it look fun to go to! 8 Marquette University updated the admissions twitter feed often 7 Ball State constantly highlighted important events, news updates, and deadlines 7 Brown University did a good job at incorporating post that people could interact with. 7 MIT uploaded cool videos about their experiments in YouTube 7 Purdue University gave admitted students a good facebook group to talk and learn about the school. 7 UC Berkeley had many people similar to me on their blogs giving me advice! 7 University of Minnesota always had their day-to-day activities and events. They were always posting deadlines do things and new inspirations in why to choose that college. 7 University of Oregon updates student events frequently 6 Full Sail University, they update frequently and I can find other people interested or already enrolled at the school. There are also people there to provide helpful information, that could be useful to someone interested in the college. 6 Johnson and Wales University has faculty available to answer any questions you have when it gets posted in facebook 6 Ohio State posted a bunch of videos on YouTube a while ago for prospective students that were very helpful. Q24.  Are  there  any  schools  that  did  a  parHcularly  good  job  with  social  media?    Please  specify  the  school,  the  plagorm  and  why  you   thought  it  was  good.  (e.g.,  San  Jose  State  University  updated  their  facebook  page  frequently  with  photos)   UCLA,  NYU,  Cal  State,  Stanford,  Yale  cited  as  good  on  social  media    
  • 30. Application decisions and social media Q11.  What  social  media  resources  did  you  (or  would  you  use)  at  different  phases  of  the  college  admission  process?  (select  all  that  apply)    (among  those  who  did  use  social  media  to  decide  where  to  enroll)     Social  media  resources  used  at  phases  of  college  admission  process     66%   34%   37%   27%   48%   23%   30%   21%   43%   18%   19%   19%   39%   23%   32%   21%   27%   15%   22%   18%   0%   10%   20%   30%   40%   50%   60%   70%   When  deciding   where  to  apply   Aler  applying   Aler  being   accepted   Aler  deciding   where  to  enroll   Facebook  pages  from  the  college   Facebook  pages  of  current  students   Google+   Facebook  pages  of  accepted  students   TwiSer   Mul&ple  write  ins:   Zinch   Instagram,  YouTube,  Pinterest   Self  ini&ated  vs.  outbound   outreach  by  the  college   Students  turn  to  social  media  most  when  deciding  where  to  apply        
  • 31. Most valuable information  Q14.  What  informaHon  was  valuable  for  you  from  schools'  social  media  sites?   Campus   Students   InformaHon   Events   Social   Most  valuable  informaHon  on  schools’  social  media  sites    
  • 32. What students want on social media sites Q25.  What  are  some  things  you  would  like  to  see  more  of  on  college/university  social  media  sites?   Students  want  to  see  more  about  student  life  and  acHviHes,  photos     Students   School   InformaHon   Events   Photos  
  • 33. 26%   35%   33%   39%   35%   47%   47%   42%   39%   42%   36%   43%   33%   36%   0%   10%   20%   30%   40%   50%   60%   70%   80%   Alumni   Administrators   Faculty   Guidance  Counselors   Other  admiSed  students   Admissions  Counselors   Currently  enrolled  students   Very  important   Somewhat  important   Posts by students and counselors Q21.  How  important  was/is  it  for  you  to  read  comments/posts  by  the  following  groups  on  a  school's  social  media  site?   Importance  of  reading  comments/posts  by  people  on  a  school’s  social  media  site   Students  and  counselors  are  prioriHzed  the  same  way  in  ranking     importance  of  posts  
  • 34. 6%   8%   11%   19%   22%   24%   48%   14%   6%   5%   8%   6%   9%   22%   33%   7%   5%   6%   5%   8%   9%   11%   4%   3%   3%   2%   4%   2%   25%   10%   10%   12%   7%   14%   6%   12%   64%   66%   53%   58%   42%   13%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Zinch   Pinterest   Tumblr   TwiSer   Instagram   Google+   Facebook   Mul&ple  &mes  a  day   Once  a  day   Once  a  week   Once  a  month   Every  once  in  a  while   Never   APPENDIX Social media usage Use  of  Social  Media   Q3.  How  oden  do  you  use  the  following  different  social  media  websites?   Half  use  Facebook  mulHple  Hmes  a  day  Zinch  ranks  second  only  to  Facebook   in  regular  use  (half  use  at  least  weekly)  
  • 35. 2%   2%   4%   4%   11%   7%   11%   7%   2%   2%   3%   4%   7%   5%   10%   11%   3%   3%   3%   4%   8%   9%   14%   22%   2%   2%   2%   3%   4%   8%   8%   10%   5%   6%   6%   10%   10%   21%   21%   19%   0%   10%   20%   30%   40%   50%   60%   70%   80%   Pinterest   Tumblr   Instagram   TwiSer   Google+   YouTube   Facebook   Zinch   Mul&ple  &mes  a  day   Once  a  day   Once  a  week   Once  a  month   Every  once  in  a  while   APPENDIX Zinch ranks first among social media sites Frequency  of  viewing  social  media  for  colleges  considered  afending     Q12.  How  oden  do  you  view  the  following  social  media  sites  for  college/universiHes  you  have  considered  afending?   Zinch  ranks  first  among  social  media  sites  visited  for  college  informaHon     7  in  10  view  Zinch  for  colleges