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THE 2015
SOCIAL ADMISSIONS REPORT
Photo credit: Agence France Presse#socadm15
Selfies, Snapchat, So What?
• We are in a period of rapid change with respect to what tools and
resources students use and how they use them.
• Social media and digital tools continue to be a valuable yet
misunderstood part of an enrollment office’s recruitment arsenal.
• There is a balance between being an “early adopter” and being strategic
and focused on your goals.
#socadm15
Methodology
Background: Objective is to get greater insights into high school
students’ use of social media, in general, and in selecting a college or
university
Methodology: Survey invitations were emailed to Chegg high school
seniors
Survey Dates: October 27– November 17, 2014
Past Social Admissions Report fielded:
• Q2 2014 Q4 2013 Q1 2013 Q3 2012
• Trends are highlighted throughout the presentation
High School Students:
• 1,611 surveys completed
• Weighted data to 42% male, 58% female
#socadm15
Respondent Breakdown
#socadm15
33%
39%
20%
8%
1-3
4-6
7-
10
+10White, 56%
Hispanic,
19%
African
American,
18%
Two or
more races,
9%
Asian, 7%
Other/Prefe
r Not to
Answer, 9%
Ethnic Breakdown
CA
13%
GA 4%
FL 5%
MI 5%
NY
5%
PA
4%
TX
10%
Top States of
Residence
Number of Schools Applied To
Digital Domination
Photo credit: SoftGarden.de#socadm15
Recruiting the iGeneration
Today’s high school students were born when Google began
and in grade school when Facebook took off
#socadm15
Digital Tools
Social Networks
Students use these tools to ask: Are the
students there like me? Will they like me? Will
I like them?
Segmenting Digital Tools
#socadm15
Informative Social
Specialized
NEARLY
90%
INDICATED
USING AT
LEAST ONE OF
THESE 8 SITES
Which of the following online resources you have used to research colleges?
Top Digital Tools
#socadm15
76%
56%
50%
39%
36% 35% 34%
28%
19% 18%
14% 13% 12% 10%
0%
25%
50%
75%
100%
What types of content did you look for on these sites?
What Students Are Looking For
#socadm15
83%Looking for
Scholarships
Nearly 3/4
Looking for
Admissions Info
Students are in “discovery” mode when using digital tools
Most Useful for College Research
How useful were the following types of sites during your college research?
10%
16%
32%
50%
20%
32%
43%
37%
41%
41%
23%
11%
29%
11%
3%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Social media sites
Ranking sites (e.g., US
News and World
Report)
College reviews and
scholarships sites (e.g.,
Chegg, niche)
College/university sites
Extremely useful Very useful Somewhat useful Not very useful
College “.edu” is a marketing vehicle for prospective student outreach
#socadm15
73% indicate
very-extremely useful
Less than 1/3 indicate
very-extremely useful
Insights on Digital Tools
Differentiate between “digital” and “social” tools. While it may be
appropriate for a youthful member of your team to manage your social
networking presence, this person may or may not be the best fit for
managing your entire digital recruitment strategy.
Nearly 90% of students report using one of the sites in the Chegg
network for their research. These sites are oftentimes the first (and
even last) stop on a student’s college search.
Digital sources are used for discovery and information gathering. An
effective digital recruitment strategy focuses on reaching students on
the channels they use, when they are using them.
#socadm15
Mobile Mania
#socadm15
Savvy Consumers
Which device did you primarily use to research colleges?
51%
Laptop
28%
Hand Held
Device
21%
Desktop
Device used to research college
#socadm15
College Research on Mobile
81%
40%
35% 33%
18%
14% 13%
7%
Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?
(select all that apply)
4 in 5 students visit college websites on mobile
One-third submit a college application
new data!
Actions taken on mobile when considering which college to apply to or enroll in
#socadm15
College Websites on Mobile
How frequently do you visit college websites on a mobile browser?
How would you rate your mobile experience interacting with the college websites?
17%
62%
11% 10%
Once a day
20%
Once a
week
39%
Once a
month
10%
Every once
in a while
31%
3 in 5 students access college sites on a mobile device at least weekly
The experience meets needs but could be improved
Frequency of visiting college websites on mobile
Quality of experience on mobile site
#socadm15
Mobile Browsing & Mobile Apps
Mobile
Browsing
• Your institution’s website is the first marketing
tool for attracting and engaging prospective
students.
• Mobile browsing is a key element during the
discovery phase of college search.
Mobile
Apps
• Improve student experience through the funnel.
• Faster, easier access to information and people once
students have demonstrated interest in your
institution.
• Provide a two-way, direct form of communication
thanks to push notifications, student preferences etc.
Private Messaging
Have you used any of the following messaging apps?
Messaging apps used
Private messaging apps continue to gain ground
Over HALF of students use WhatsApp or GroupMe
new data!
43%
35%
21%
14%
4% 3%
23% Other includes:
FB Messenger
WeChat
#socadm15
Kik
App Happy
For what purpose would you download an app from a college?
(select all that apply)
68%
57%
48%
43%
42%
Updates on admissions
information
Learn college-specific information
Submit a college application
Communicate with college reps
Take virtual campus tour
Top reasons to download an app from a college
2 in 5 students would download
an app to communicate with
college reps
new data!
#socadm15
Mobile Boundaries
Mixed-Use
Mobile Apps
Specialized
Mobile Apps
What is it?
Mobile app experiences for everyday
life
“De-bundled” mobile app experiences
for admissions interactions
Who is it for? Reserved for friends and family
Other admitted and current students,
admissions staff
Actions Text messaging, private messaging
Personal admissions info, virtual
campus tours, private message with
admissions rep
Examples WhatsApp, GroupMe, SnapChat Native apps for your institution
What Students Want
#socadm15
Take Note
There is a difference between peer-to-peer
and student-to-school interactions.
Communication Modes
Email
65%
Social Media
2%
Call
20%
Live Chat
3%
Text
9%
Messaging App
1%
Preferred communication tools on mobile
How do you most prefer to communicate with college admissions on your mobile device?
Email more relevant for transactional communication
new data!
#socadm15
95
%
92
%
92
%
92
%
88
%
Housing assignment
Admissions decision
Financial aid info
Application confirmation
Receipt of transcript
How would you most like to receive communication from colleges about the following?
Text Messaging & Private Messaging
Instant Gratification
After you contact a college representative, how soon do you expect to hear a response?
new data!
#socadm15
Personalization
How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.”
new data!
How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.”#socadm15
Mobile Mania Summary
#socadm15
Affinity is everything. Know the differences between responsive web design,
mobile web apps and native apps; and how students’ interest in your instituti
on
should influence your mobile strategy.
R-E-S-P-E-C-T. As restrictions around student data and privacy increase,
understanding boundaries is key. Consider how private messaging through a
native app compares to opt-in strategies, like texting.
Don’t be fooled by the hot new thing. Traditional channels, such as email, are
still relevant, but for new reasons. Email is a way to store transactional
information, while “de-bundled” apps are more influential for students as they
connect with schools before enrolling.
Social Smarts
#socadm15
Shifts in Social Media Usage
89%
44%
29%
27%
19%
88%
48%
38%
30%
30%
87%
51%
48%
33%
31%
83%
55%
62%
40%
40%
82%
54%
64%
26%
37%
Facebook Twitter Instagram Tumblr Pinterest
2012 Q1 2013 Q4 2013 Q2 2014 Q4 2014
Use of social media (trended)
Visual Networks Continue
to Outpace the
Competition
Instagram Pinterest
33%
19%
Q4. How often do you use the following different social media websites?
#socadm15
Frequency of Use
7%
6%
19%
26%
37%
31%
4%
6%
11%
9%
13%
20%
4%
8%
7%
6%
6%
12%
2%
3%
3%
2%
2%
4%
9%
14%
15%
11%
6%
14%
74%
63%
45%
46%
36%
18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Tumblr
Pinterest
Google+
Twitter
Instagram
Facebook
Multiple times a day Once a day Once a week Once a month Every once in a while Never
Q4. How often do you use the following different social media websites?
-21%
+40%
+20%
+30%
+20%
-35%
Daily or more
often Y/Y
change
*
*Still confusion amongst this audience defining Google+ as a social network versus Google’s suite of tools.
Discovery vs. Decision Engine
Yes, 50%No, 50%
2013
Yes, 68%
No, 32%
2014
26%
decrease
Have you used social media to research college/universities?
Decline in use of social media for research can be linked to
increase in use of digital sources for discovery
key trend!
#socadm15
Experienced Researchers
Did you use social media to research colleges that you have applied to?
How influential was social media to your college research process?
49%
Use social media to
research colleges they’ve
already applied to
#socadm15
1/2
Facebook Isn’t Dead
How often do you use the following social media sites during college research?
Students visit highly visual apps Facebook, YouTube and Instagram for college information
Tumblr 13%
Vine 12%
LinkedIn 11%
Frequency of viewing social media for college research
#socadm15
2%
6%
7%
12%
18%
9%
11%
2%
3%
9%
9%
9%
8%
13%
4%
4%
13%
9%
8%
15%
17%
4%
1%
6%
5%
4%
10%
9%
8%
7%
12%
12%
10%
20%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Pinterest
Snapchat
Twitter
Instagram
Google+
YouTube
Facebook
Multiple times a day Once a day Once a week Once a month Every once in a while
Growth and Fragmentation
58%
41%
19%
6%
60%
49%
28%
31%
14%
67%
62%
48% 46%
20%
Facebook YouTube Instagram Twitter Pinterest
2012 2013 2014
Trends in viewing social media for college research
Year over year comparison: How often do you use the following social media sites during college research?
Instagram has increased by 20 percentage points in just one year, all trending up
#socadm15
Online Activities
How often have done the following during your college research process?
4 in 5 students have watched a video during their college search
Online college research activities
36% 21% 21%46%80%
Watched a video
Searched or tweeted
a hashtag
Read a student
blog
Live chat with
admissions rep
Post a ? on college
social media
#socadm15
Connections Matter
How important was it for you to interact with the following people via social media during your college research process?#socadm15
Most important people to interact with on social media
77%admissions counselors
74%currently enrolled students
66%other admitted students
Distinguishing Tool vs. Toy
High use does not mean high impact: Just because students are on or use a t
ool doesn’t mean they use it for official college information (ex. Messaging ap
ps)
Find a balance between early adopter and strategic thinker: It’s always goo
d to pay attention to the “next big thing”, but be sure to strike a balance
between trying new things and making the most of your time and resources
.
Social Smarts Summary
#socadm15
Social is Mobile: 83% of students access social media on a mobile device.
Know your networks: Facebook still isn’t dead, but video and visual-first
platforms continue to gain ground. This age group understands intuitively
how to filter inauthentic, brand-heavy messaging. Make students your stor
y.
Return of exclusivity: Students today understand the risks of social which is
why they gravitate towards private networks. Deliver a rich, interactive studen
t
experience for admissions instead of latching on to the latest silver bullet.
Thank You!
Photo credit: Agence France Presse
Gil Rogers
gil@chegg.com
@gilrogers
@socialadmission
Kendall Robertson
kendall@uversity.com
@uversityinc
#socadm15
Download the Slides at
http://go.edu.chegg.com/SocAdm15-Slides
75%
38%
33%
38%
20%
13%
10%
4%
18%
49%
52%
44%
38%
37%
37%
21%
7%
14%
15%
19%
43%
53%
53%
75%
Campus visits
Updates from college
Campus photos
In-person conversations
Social media
conversations
YouTube videos
Student blogs
Twitter feeds
Major influence Some influence No influence
How much will each of the following influence where you decide to enroll?
3 in 5 say student conversations on social media influence where they would enroll
Influence on deciding where to enroll
Social Influence
#socadm15

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The 2015 Social Admissions Report

  • 1. THE 2015 SOCIAL ADMISSIONS REPORT Photo credit: Agence France Presse#socadm15
  • 2. Selfies, Snapchat, So What? • We are in a period of rapid change with respect to what tools and resources students use and how they use them. • Social media and digital tools continue to be a valuable yet misunderstood part of an enrollment office’s recruitment arsenal. • There is a balance between being an “early adopter” and being strategic and focused on your goals. #socadm15
  • 3. Methodology Background: Objective is to get greater insights into high school students’ use of social media, in general, and in selecting a college or university Methodology: Survey invitations were emailed to Chegg high school seniors Survey Dates: October 27– November 17, 2014 Past Social Admissions Report fielded: • Q2 2014 Q4 2013 Q1 2013 Q3 2012 • Trends are highlighted throughout the presentation High School Students: • 1,611 surveys completed • Weighted data to 42% male, 58% female #socadm15
  • 4. Respondent Breakdown #socadm15 33% 39% 20% 8% 1-3 4-6 7- 10 +10White, 56% Hispanic, 19% African American, 18% Two or more races, 9% Asian, 7% Other/Prefe r Not to Answer, 9% Ethnic Breakdown CA 13% GA 4% FL 5% MI 5% NY 5% PA 4% TX 10% Top States of Residence Number of Schools Applied To
  • 5. Digital Domination Photo credit: SoftGarden.de#socadm15
  • 6. Recruiting the iGeneration Today’s high school students were born when Google began and in grade school when Facebook took off #socadm15
  • 8. Social Networks Students use these tools to ask: Are the students there like me? Will they like me? Will I like them?
  • 9. Segmenting Digital Tools #socadm15 Informative Social Specialized NEARLY 90% INDICATED USING AT LEAST ONE OF THESE 8 SITES
  • 10. Which of the following online resources you have used to research colleges? Top Digital Tools #socadm15 76% 56% 50% 39% 36% 35% 34% 28% 19% 18% 14% 13% 12% 10% 0% 25% 50% 75% 100%
  • 11. What types of content did you look for on these sites? What Students Are Looking For #socadm15 83%Looking for Scholarships Nearly 3/4 Looking for Admissions Info Students are in “discovery” mode when using digital tools
  • 12. Most Useful for College Research How useful were the following types of sites during your college research? 10% 16% 32% 50% 20% 32% 43% 37% 41% 41% 23% 11% 29% 11% 3% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social media sites Ranking sites (e.g., US News and World Report) College reviews and scholarships sites (e.g., Chegg, niche) College/university sites Extremely useful Very useful Somewhat useful Not very useful College “.edu” is a marketing vehicle for prospective student outreach #socadm15 73% indicate very-extremely useful Less than 1/3 indicate very-extremely useful
  • 13. Insights on Digital Tools Differentiate between “digital” and “social” tools. While it may be appropriate for a youthful member of your team to manage your social networking presence, this person may or may not be the best fit for managing your entire digital recruitment strategy. Nearly 90% of students report using one of the sites in the Chegg network for their research. These sites are oftentimes the first (and even last) stop on a student’s college search. Digital sources are used for discovery and information gathering. An effective digital recruitment strategy focuses on reaching students on the channels they use, when they are using them. #socadm15
  • 15. Savvy Consumers Which device did you primarily use to research colleges? 51% Laptop 28% Hand Held Device 21% Desktop Device used to research college #socadm15
  • 16. College Research on Mobile 81% 40% 35% 33% 18% 14% 13% 7% Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll? (select all that apply) 4 in 5 students visit college websites on mobile One-third submit a college application new data! Actions taken on mobile when considering which college to apply to or enroll in #socadm15
  • 17. College Websites on Mobile How frequently do you visit college websites on a mobile browser? How would you rate your mobile experience interacting with the college websites? 17% 62% 11% 10% Once a day 20% Once a week 39% Once a month 10% Every once in a while 31% 3 in 5 students access college sites on a mobile device at least weekly The experience meets needs but could be improved Frequency of visiting college websites on mobile Quality of experience on mobile site #socadm15
  • 18. Mobile Browsing & Mobile Apps Mobile Browsing • Your institution’s website is the first marketing tool for attracting and engaging prospective students. • Mobile browsing is a key element during the discovery phase of college search. Mobile Apps • Improve student experience through the funnel. • Faster, easier access to information and people once students have demonstrated interest in your institution. • Provide a two-way, direct form of communication thanks to push notifications, student preferences etc.
  • 19. Private Messaging Have you used any of the following messaging apps? Messaging apps used Private messaging apps continue to gain ground Over HALF of students use WhatsApp or GroupMe new data! 43% 35% 21% 14% 4% 3% 23% Other includes: FB Messenger WeChat #socadm15 Kik
  • 20. App Happy For what purpose would you download an app from a college? (select all that apply) 68% 57% 48% 43% 42% Updates on admissions information Learn college-specific information Submit a college application Communicate with college reps Take virtual campus tour Top reasons to download an app from a college 2 in 5 students would download an app to communicate with college reps new data! #socadm15
  • 21. Mobile Boundaries Mixed-Use Mobile Apps Specialized Mobile Apps What is it? Mobile app experiences for everyday life “De-bundled” mobile app experiences for admissions interactions Who is it for? Reserved for friends and family Other admitted and current students, admissions staff Actions Text messaging, private messaging Personal admissions info, virtual campus tours, private message with admissions rep Examples WhatsApp, GroupMe, SnapChat Native apps for your institution
  • 22. What Students Want #socadm15 Take Note There is a difference between peer-to-peer and student-to-school interactions.
  • 23. Communication Modes Email 65% Social Media 2% Call 20% Live Chat 3% Text 9% Messaging App 1% Preferred communication tools on mobile How do you most prefer to communicate with college admissions on your mobile device? Email more relevant for transactional communication new data! #socadm15 95 % 92 % 92 % 92 % 88 % Housing assignment Admissions decision Financial aid info Application confirmation Receipt of transcript How would you most like to receive communication from colleges about the following?
  • 24. Text Messaging & Private Messaging
  • 25. Instant Gratification After you contact a college representative, how soon do you expect to hear a response? new data! #socadm15
  • 26. Personalization How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.” new data! How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.”#socadm15
  • 27. Mobile Mania Summary #socadm15 Affinity is everything. Know the differences between responsive web design, mobile web apps and native apps; and how students’ interest in your instituti on should influence your mobile strategy. R-E-S-P-E-C-T. As restrictions around student data and privacy increase, understanding boundaries is key. Consider how private messaging through a native app compares to opt-in strategies, like texting. Don’t be fooled by the hot new thing. Traditional channels, such as email, are still relevant, but for new reasons. Email is a way to store transactional information, while “de-bundled” apps are more influential for students as they connect with schools before enrolling.
  • 29. Shifts in Social Media Usage 89% 44% 29% 27% 19% 88% 48% 38% 30% 30% 87% 51% 48% 33% 31% 83% 55% 62% 40% 40% 82% 54% 64% 26% 37% Facebook Twitter Instagram Tumblr Pinterest 2012 Q1 2013 Q4 2013 Q2 2014 Q4 2014 Use of social media (trended) Visual Networks Continue to Outpace the Competition Instagram Pinterest 33% 19% Q4. How often do you use the following different social media websites? #socadm15
  • 30. Frequency of Use 7% 6% 19% 26% 37% 31% 4% 6% 11% 9% 13% 20% 4% 8% 7% 6% 6% 12% 2% 3% 3% 2% 2% 4% 9% 14% 15% 11% 6% 14% 74% 63% 45% 46% 36% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tumblr Pinterest Google+ Twitter Instagram Facebook Multiple times a day Once a day Once a week Once a month Every once in a while Never Q4. How often do you use the following different social media websites? -21% +40% +20% +30% +20% -35% Daily or more often Y/Y change * *Still confusion amongst this audience defining Google+ as a social network versus Google’s suite of tools.
  • 31. Discovery vs. Decision Engine Yes, 50%No, 50% 2013 Yes, 68% No, 32% 2014 26% decrease Have you used social media to research college/universities? Decline in use of social media for research can be linked to increase in use of digital sources for discovery key trend! #socadm15
  • 32. Experienced Researchers Did you use social media to research colleges that you have applied to? How influential was social media to your college research process? 49% Use social media to research colleges they’ve already applied to #socadm15 1/2
  • 33. Facebook Isn’t Dead How often do you use the following social media sites during college research? Students visit highly visual apps Facebook, YouTube and Instagram for college information Tumblr 13% Vine 12% LinkedIn 11% Frequency of viewing social media for college research #socadm15 2% 6% 7% 12% 18% 9% 11% 2% 3% 9% 9% 9% 8% 13% 4% 4% 13% 9% 8% 15% 17% 4% 1% 6% 5% 4% 10% 9% 8% 7% 12% 12% 10% 20% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% Pinterest Snapchat Twitter Instagram Google+ YouTube Facebook Multiple times a day Once a day Once a week Once a month Every once in a while
  • 34. Growth and Fragmentation 58% 41% 19% 6% 60% 49% 28% 31% 14% 67% 62% 48% 46% 20% Facebook YouTube Instagram Twitter Pinterest 2012 2013 2014 Trends in viewing social media for college research Year over year comparison: How often do you use the following social media sites during college research? Instagram has increased by 20 percentage points in just one year, all trending up #socadm15
  • 35. Online Activities How often have done the following during your college research process? 4 in 5 students have watched a video during their college search Online college research activities 36% 21% 21%46%80% Watched a video Searched or tweeted a hashtag Read a student blog Live chat with admissions rep Post a ? on college social media #socadm15
  • 36. Connections Matter How important was it for you to interact with the following people via social media during your college research process?#socadm15 Most important people to interact with on social media 77%admissions counselors 74%currently enrolled students 66%other admitted students
  • 37. Distinguishing Tool vs. Toy High use does not mean high impact: Just because students are on or use a t ool doesn’t mean they use it for official college information (ex. Messaging ap ps) Find a balance between early adopter and strategic thinker: It’s always goo d to pay attention to the “next big thing”, but be sure to strike a balance between trying new things and making the most of your time and resources .
  • 38. Social Smarts Summary #socadm15 Social is Mobile: 83% of students access social media on a mobile device. Know your networks: Facebook still isn’t dead, but video and visual-first platforms continue to gain ground. This age group understands intuitively how to filter inauthentic, brand-heavy messaging. Make students your stor y. Return of exclusivity: Students today understand the risks of social which is why they gravitate towards private networks. Deliver a rich, interactive studen t experience for admissions instead of latching on to the latest silver bullet.
  • 39. Thank You! Photo credit: Agence France Presse Gil Rogers gil@chegg.com @gilrogers @socialadmission Kendall Robertson kendall@uversity.com @uversityinc #socadm15 Download the Slides at http://go.edu.chegg.com/SocAdm15-Slides
  • 40. 75% 38% 33% 38% 20% 13% 10% 4% 18% 49% 52% 44% 38% 37% 37% 21% 7% 14% 15% 19% 43% 53% 53% 75% Campus visits Updates from college Campus photos In-person conversations Social media conversations YouTube videos Student blogs Twitter feeds Major influence Some influence No influence How much will each of the following influence where you decide to enroll? 3 in 5 say student conversations on social media influence where they would enroll Influence on deciding where to enroll Social Influence #socadm15

Editor's Notes

  1. none of these = 3% > Naviance YOUniversityTV = 1% Noodle = 1%
  2. Chegg notes: Need to show: Nearly 90% of students find your “.edu” useful when reviewing college ¾ of students find college view/search sites useful 30% find social media sites useful through the application & decision process We only focused on scholarship sites and ranking sites for inforgraphic
  3. Pre-admit/discovery phase they are browsing your website for general info
  4. Excellent - Mobile offerings met my needs OK - I was able to get the information I wanted Challenging - The content I was not mobile optimized N/A - I have not visited college website on a mobile browser
  5. What else do they do on phone besides mobile browsing - downloads apps. Trendy to use private messaging apps but reserved friends (mixed use vs. specialized)
  6. why would they download app for college? more in admit phase - pre-admit is discovery
  7. Conversational Trusted source Authentic Off-viewbook scoop Admissions updates College-specific info Financial aid
  8. now they are moving into more conversational point in cycle where they are trying to make decision about enrollment (not transactional)
  9. Add thumbs up
  10. NOTE: Google+ inflated > they think its just google