Social Media and Student Trends: Where are they headed?

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By Brandon Croke, Senior Marketing Manager, Inigral, at the edSocialMedia Summit.

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Social Media and Student Trends: Where are they headed?

  1. 1. Social Mediaand StudentTrendsWhere are they headed?
  2. 2. 2 The 2013 Social Admissions ReportOlivia Senior in high-school from Ohio•  3,000+ Facebook friends•  1,000+ Instagram followers•  300+ pictures•  600+ followers on Twitter•  3,000+ tweets
  3. 3. 3 The 2013 Social Admissions ReportSocial Media Pinwheel
  4. 4. 4 The 2013 Social Admissions Report2013 Social Admissions Report  Inigral and Zinch Project  Anonymous email survey  7,000 students August 2012  4,000 students February 2013
  5. 5. 5 The 2013 Social Admissions Reportby Inigral
  6. 6. 6 The 2013 Social Admissions ReportWho We Surveyed“I want reviews on colleges from real livestudents who go to them.”0%19%54%25%1%1%CollegeFreshman
  7. 7. 7 The 2013 Social Admissions ReportRespondents by Race or EthnicityRace or Ethnicity Our Survey College BoardAmerican Indian/Alaskan 1.1% 1%Asian, Asian Am. Or Pacific Islander 12.1% 11%Black or African American 17.4% 13%Hispanic Latino 18.9% 15%White 48.4% 53%Other/No Response 2.8% 8%
  8. 8. 8 The 2013 Social Admissions ReportWhere StudentsAre TodaySure I have a Facebook account,but I don’t post that much anymore.I meanly use it for online chat withmy friends, but Twitter andInstagram are places I share thingswith close friends.– High school senior
  9. 9. 9 The 2013 Social Admissions ReportStudents and Mobile UsageYes70%No21%n/a9%Do you accesssocial media on yourmobile device?Yes87%No13%Have you used amobile phone to visityour school’swebsite?
  10. 10. 10 The 2013 Social Admissions ReportHow often dostudents useFacebook?Multipletimes a day48%Oncea day22%OnceA week9%Once aMonth2%Every oncein a while6%Never13%Down 1%
  11. 11. 11 The 2013 Social Admissions ReportHow often dostudents useTwitter?Never53%Everyonce ina while12%Once aMonth3%Oncea week6%Oncea day8%Multipletimes a day19%Up 3%
  12. 12. 12 The 2013 Social Admissions ReportHow often dostudents useTumblr?Never66%Every oncein a while10%Once aMonth3%Oncea week5%Oncea day5%Multiple timesa day11%Up 11%
  13. 13. 13 The 2013 Social Admissions ReportHow often dostudents useInstagram?Never58%Every oncein a while9%Once aMonth2%Oncea week4%Once a day5%Multipletimes a day22%Up 14%
  14. 14. 14 The 2013 Social Admissions ReportHow often do youuse Pinterest?Never64%Every oncein a while10%Oncea month4%Oncea week 7%Oncea day6%MultipleTimesa day8%Up 11%
  15. 15. 15 The 2013 Social Admissions ReportStudent Network Usage 2012 to 20130%10%20%30%40%50%60%70%80%90%100%Facebook Twitter Tumblr Instagram Pinterest
  16. 16. 16 The 2013 Social Admissions ReportStudent SocialMedia Behaviors“I want to see fun things about goingto school there, school news, advicefrom current students. Id muchrather see it on their social mediasite than have it clog my e-mail.”– High school junior
  17. 17. 17 The 2013 Social Admissions ReportDo studentsthink colleges anduniversitiesshould have asocial mediapresence?Yes77%No4%Unsure26%Up 10%
  18. 18. 18 The 2013 Social Admissions ReportHave you usedsocial media toresearch collegesand universities?Yes72%No28%Yes Up 4%
  19. 19. 19 The 2013 Social Admissions ReportClass of 2012Did you usesocial mediaas a resourcewhen decidingwhere toenroll?Yes39%No61%
  20. 20. 20 The 2013 Social Admissions ReportClass of 2013Did you usesocial mediaas a resourcewhen decidingwhere toenroll?Yes75%No25%Up 36%
  21. 21. 21 The 2013 Social Admissions Report2%2%4%4%7%11%2%2%3%4%5%10%3%3%3%4%9%14%2%2%2%3%8%8%5%6%6%10%21%21%0% 10% 20% 30% 40% 50% 60% 70%PinterestTumblrInstagramTwitterYouTubeFacebookMultiple times a day Once a day Once a week Once a month Every once in a whileWhat social media sites did studentsuse to research colleges?
  22. 22. 22 The 2013 Social Admissions ReportDid you followor like apotentialcollege onsocial media?Yes49%No51%
  23. 23. 23 The 2013 Social Admissions ReportStop for a moment
  24. 24. 24 The 2013 Social Admissions Report1. You aren’t in control.2. Students are your living brand.3. Embrace this, amplify this.
  25. 25. 25 The 2013 Social Admissions Report42%32%32%24%18%14%4%47%44%54%49%43%40%20%11%24%14%27%39%46%76%News and updates from the collegeConversations I had with students that attend theschool through social mediaPhotos I saw of the schoolConversations I had with my friends about the schoolon social mediaStudent blogs I readYouTube videosTwitter feedsMajor influence Some influence No influenceSocial Media and Student Influence
  26. 26. 26 The 2013 Social Admissions ReportInstitutionalContextVS.StudentContext
  27. 27. 27 The 2013 Social Admissions ReportWhat are some things you would liketo see more of on college or universitysocial media sites?
  28. 28. 28 The 2013 Social Admissions Report
  29. 29. 29 The 2013 Social Admissions Report
  30. 30. 30 The 2013 Social Admissions ReportDesign Thinking“Process of investigating ill-definedproblems,acquiring information,analyzingknowledge,and posing solutions.”
  31. 31. 31 The 2013 Social Admissions ReportDefine“Decide what issue you are trying to solve”
  32. 32. 32 The 2013 Social Admissions ReportResearch“Collect and analyze user behavior”
  33. 33. 33 The 2013 Social Admissions ReportWhat are some things you would liketo see more of on college or universitysocial media sites?
  34. 34. 34 The 2013 Social Admissions ReportStudents SchoolInformation EventsPhotosWhat do students want to see oncollege social networking sites?
  35. 35. 35 The 2013 Social Admissions ReportWhat do students want?“I would like to see like an advice column ora FAQ section where common ‘worry’questions can be answered to help ease thetension upon arriving to college or whileattending college.”“I would like to be able to ask a question andreally have anyones response to it, and notjust an administrator telling me to look at theblah blah tab on their website.”“Real information. Less fluff.”
  36. 36. 36 The 2013 Social Admissions Report“I would like to be able to ask a questionand really have anyones response to it,and not just an administrator telling me tolook at the blah blah tab on theirwebsite.”
  37. 37. 37 The 2013 Social Admissions ReportTwo questions students askAre they like me? Will they like me?
  38. 38. 38 The 2013 Social Admissions ReportStudent Network Usage 2012 to 20130%10%20%30%40%50%60%70%80%90%100%Facebook Twitter Tumblr Instagram Pinterest
  39. 39. 39 The 2013 Social Admissions Report
  40. 40. 40 The 2013 Social Admissions ReportYes78%No3%Maybe19%Would studentsjoin a socialnetwork createdspecifically foradmitted studentsat their institution?
  41. 41. 41 The 2013 Social Admissions ReportSocial Engagement and Enrollment Outcomes
  42. 42. 42 The 2013 Social Admissions Report
  43. 43. 43 The 2013 Social Admissions ReportQuestions?www.inigral.comBlog.inigral.com@bcrokebcroke@inigral.com
  44. 44. 44 The 2013 Social Admissions ReportSchools’ performance on social mediaUCLA TFT program Facebookpage was extremely helpful in thatthe school is so big, we came inalready part of the department.NYU They give lots ofpictures and quotes fromstudents.Stanford constantly updateson new findings and thingsdone by both students andalumni.Yale tweets a lot about howgreat their students are.
  45. 45. 45 The 2013 Social Admissions Report6Ohio State posted a bunch of videos onYouTube a while ago for prospectivestudents that were very helpful.6Penn State updated their twitter constantly.It helped give me a inside look at theschool and its activities.6Portland State has a great housingfacebook page with updates6San Diego State had current info that hadjust happened.6San Jose State University updated theirfacebook page frequently with photos6SUNY Oneonta also has Youtube videosfor campus tours and their website has avirtual tour.6University of California is always showingsomething new every week.6University of Florida Google+ showedsome of their style of playing basketball.6University of Illinois and because itconstantly put up posts and sometimespictures.6University of Miami; give a lot of insite as towhat goes on within the school and letsyou know about the campus activities.6University of Wisconsin Madison seemedto update photos often6Xavier University does update photosand informative statuses, which isalways fun!5Biola did a good job with theinformation they presented about theclassroom settings and dormingsituations.5 Cal Poly kept their page up to date5 Columbia College Chicago5Georgia Tech University constalyupdated theit v.i.p admissions pagewith current events.5Loyola University- Maryland updatedtheir Tumblr frequently and GeorgiaState University and the students whoattend post videos on YouTubefrequently also.5Michigan State was able tocommunicate with all its potentialstudents more efficiently.5Monterey State University displayedsocial and educational programs andinterests often, and they were veryeasy to attain.5Northwestern University updatedevents occurring on campus onFacebook.5Savannah Collge of Arts and Designbecause they add pictures often, and theytalk about the upcoming activities/accomplishments the school has done.5 SDSU updated their site with photos5University of Houston updates theirfacebook page frequently with photos,statuses, and shared links from studentsand staff regarding Cougar Pride and theKeep Houston Red project. Fans are alsoreminded of sporting events and recitals onthe page, which is awesome.5University of michigan leaves updatesconstantly5University of Texas was informative onfacebook with pictures and posts of athleticevents and achievements.5University of Washington has severalstudent-made Facebook pages and acomplete profile on college social mediasites like Zinch and Cappex.5Whitworth University has a lot of outreachfor seniors to get them interested in theireducational program.Schools’ performance on social mediaUCLA, NYU, Cal State, Stanford,Yale cited as good on social mediaSchools doing a good job on social media – by number of mentions,cont.
  46. 46. 46 The 2013 Social Admissions ReportSchools’ performance on social mediaSchools doing a good job on social media – by number of mentions22UCLA TFT program Facebook page was extremelyhelpful in that the school is so big, we came in alreadypart of the department.19New York University. they give lots of pictures andquotes from students15 Cal state14Stanford constantly updates on new findings and thingsdone by both students and alumni.14Yale University twits a lot about how great their studentsare.12 Arizona State University11Harvard University did a great job in inspiring me throughits student success stories.11Texas A&M University keeps their Facebook page up todate with reminders of deadlines and also with the statusof their sports teams.10Duke University updates their website with valuableinformation.10University of Southern California updated their SummerProgram for high school students.9 OSU does great updating campus visitations.9 UT- updates on going events frequently8Florida State University kept up to date posts on eventsand student life8Liberty University- updates very frequently and makes itlook fun to go to!8Marquette University updated the admissions twitter feedoften7Ball State constantly highlighted important events, newsupdates, and deadlines7Brown University did a good job at incorporating post thatpeople could interact with.7MIT uploaded cool videos about their experiments inYouTube7Purdue University gave admitted students a good facebookgroup to talk and learn about the school.7UC Berkeley had many people similar to me on their blogsgiving me advice!7University of Minnesota always had their day-to-day activitiesand events. They were always posting deadlines do thingsand new inspirations in why to choose that college.7 University of Oregon updates student events frequently6Full Sail University, they update frequently and I can findother 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.6Johnson and Wales University has faculty available toanswer any questions you have when it gets posted infacebook6 Ohio State posted a bunch of videos on YouTube a whileago for prospective students that were very helpful.Q24. Are there any schools that did a particularly good job with social media? Please specify the school, theplatform and why you thought it was good. (e.g., San Jose State University updated their facebook page frequentlywith photos)UCLA, NYU, Cal State, Stanford,Yale cited as good on social media

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