Social media includes various online platforms that allow for sharing and interacting with communities. It is a two-way communication channel that should be used with an understanding of one's audience. Top universities are using social media effectively through regular blog updates, large Facebook and YouTube presences, and strategic use of multiple platforms. Studies show most colleges, Fortune 100 companies, and MBA applicants actively use social media platforms like Facebook, YouTube, and Twitter. Digital consultant Amy Vernon has built a large following across these channels.

1. #DUNYC

2. What is Social Media?

3. What is Social Media?
• It's media
• All media is social
• Easy to sharing
• A way to build community
• A way to interact with
community
• A two-way street

4. Using Social Media?
• Think first of how YOU use it
• Think of how your children use it
• Use it in a way that makes sense
• Be where your audience is, not where you
want them to be
• You want the candidates who are savvy
about how they research schools.

5. Why is it used?
• IMMEDIACY: “I tweeted and no one
answered.”
•
• INTIMACY: “Someone with XYZ Corp.
personally responded!”
•
• ATTENTION: “I just got into the MBA
program of my choice!”

6. Who's Doing It Well?
Top 10 U.S. "Social Media Colleges"
Johns Hopkins - blog
Harvard - Foursquare
Notre Dame - mobile-friendly site
Ohio State - mobile app
Columbia University - social media directory
University of Kentucky - YouTube
Stanford - iTunes
Louisiana State - Athletic social media directory
U.S. Military Academy - dozens of Facebook pages
University of Texas - 200+ Facebook pages & complete guidelines
According to Student Advisor

7. Who's Doing It Well?
Top European MBA Institutions
Esade:
Blog updated approx 1x per week, no comments; Facebook, 2200+
fans; Foursquare, 169 check-ins
Manchester Business School:
Twitter, 1500+ followers; Facebook, 1700+ fans; LinkedIn, 2000+
followers; YouTube, 167 fans & 59K+ views
Esmt:
Blog updated regularly, no comments; Twitter, 614 follower; Facebook,
5900+ fans; YouTube, 67 subscribers & 36K+ views; iTunes(inactive)
Emylon:
Twitter, 3K followers; Facebook, 4400 fans

8. By the numbers
100% of the U.S. colleges and universities surveyed by the University of
Massachusetts Dartmouth Center for Marketing Research are using some sort
of social media tool or platform.
Percentage of these Admissions Offices using:
• Facebook: 98%
• YouTube: 86%
• Twitter: 84%
• Blogging: 66%
• LinkedIn: 47%
• Videoblogging: 47%
• Podcasting: 41%
• Message/bulletin boards: 37%
• Foursquare: 20%
2010-11 study by Center for Marketing Research

9. Fortune 100 numbers
The Burson-Marsteller Evidence-Based Communications Group surveyed the
Fortune Global 100 companies - 29 in the U.S., 48 in Europe, 20 in Asia-
Pacific, 3 in Latin America.
• 65% have Twitter accounts
• 54% have Facebook fan pages
• 50% have YouTube channels
• 33% have corporate blogs
• 79% are using at least one of the four
• 20% are using all four
2009-2010 Burson-Marsteller survey of Fortune Global 100

10. The students
MBA candidates are getting a great deal of their information from online,
especially social media sites, according to a 2011 QS TopMBA.com Applicant
Survey. And a lot don't believe schools are doing enough with social media,
according to a 2011 MBATour survey.
• 85% researched their school using social media
• 63% of would-be students thought their schools efforts were insufficient
• 14% were outright disappointed with the schools' social media use
Of those who got their information online:
• 77% used Google
• 22% used Facebook
• 22% used LinkedIn
• 13% used Twitter
2011 QS TopMBA.com Applicant Survey /
2011 MBATour.com survey

11. Amy Vernon
Digital Consultant
Top female viral networker
20,000+ twitter followers
62,000+ Facebook Subscribers