Social networking websites have become very popular, with 45% of web users now using these sites. These sites allow users to create profiles, connect with friends, and share content. Colleges can utilize social networking in their college access marketing campaigns by creating an official school profile, posting information and answering questions from prospective students on the site. They can also encourage current students to share details about their experiences on their personal profiles to help recruit new students. Using social media allows colleges to connect directly with their target audience in a space where many high school students spend much of their online time.

1. How College Access Marketing Campaigns
Can Utilize Social Networking Web Sites
What is “User-Generated Content” — and how is it changing the Web?
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Bausch, Suzy, Social Networking Sites Grow 47%, Year Over Year, Reaching 45% of Web Users, According To Nielsen//Netratings, May, 11, 2006. Retrieved,
August 8, 2007: http://www.nielsen-netratings.com/pr/pr_060511.pdf
Cashmore, Pete, MySpace vs. Facebook: MySpace Declares Victory, Mashable Social Networking News, www.mashable.com, 7/30/07
Facebook, www.facebook.com, Fact Sheet, 7/30/07
Klaassen, Abbey, Social Networking Reaches Near Full Penetration Among Teens and ‘Tweens, Advertising Age, June 25, 2007
Morrissey, Brian, The ‘Age of Aversion’ Dawns, Adweek.com, June 18, 2007
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