Social Media and Student Trends: Where are they headed?

Social Media
and Student
Trends
Where are they headed?

2 The 2013 Social Admissions Report
Olivia
Senior in high-school from Ohio
•  3,000+ Facebook friends
•  1,000+ Instagram followers
•  300+ pictures
•  600+ followers on Twitter
•  3,000+ tweets

Social Media Pinwheel

2013 Social Admissions Report
  Inigral and Zinch Project
  Anonymous email survey
  7,000 students August 2012
  4,000 students February 2013

by Inigral

Who We Surveyed
“I want reviews on colleges from real live
students who go to them.”
0%
19%
54%
25%
1%
1%
College
Freshman

Respondents by Race or Ethnicity
Race or Ethnicity Our Survey College Board
American 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%

Where Students
Are Today
Sure I have a Facebook account,
but I don’t post that much anymore.
I meanly use it for online chat with
my friends, but Twitter and
Instagram are places I share things
with close friends.
– High school senior

Students and Mobile Usage
Yes
70%
No
21%
n/a
9%
Do you access
social media on your
mobile device?
Yes
87%
No
13%
Have you used a
mobile phone to visit
your school’s
website?

How often do
students use
Facebook?
Multiple
times a day
48%
Once
a day
22%
Once
A week
9%
Once a
Month
2%
Every once
in a while
6%
Never
13%
Down 1%

How often do
students use
Twitter?
Never
53%Every
once in
a while
12%
Once a
Month
3%
Once
a week
6%
Once
a day
8%
Multiple
times a day
19%
Up 3%

How often do
students use
Tumblr?
Never
66%
Every once
in a while
10%
Once a
Month
3%
Once
a week
5%
Once
a day
5%
Multiple times
a day
11%
Up 11%

How often do
students use
Instagram?
Never
58%Every once
in a while
9%
Once a
Month
2%
Once
a week
4%
Once a day
5%
Multiple
times a day
22%
Up 14%

How often do you
use Pinterest?
Never
64%
Every once
in a while
10%
Once
a month
4%
Once
a week 7%
Once
a day
6%
Multiple
Times
a day
8%
Up 11%

Student Network Usage 2012 to 2013
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter Tumblr Instagram Pinterest

Student Social
Media Behaviors
“I want to see fun things about going
to school there, school news, advice
from current students. I'd much
rather see it on their social media
site than have it clog my e-mail.”
– High school junior

Do students
think colleges and
universities
should have a
social media
presence?
Yes
77%
No
4%
Unsure
26%
Up 10%

Have you used
social media to
research colleges
and universities?
Yes
72%
No
28%
Yes Up 4%

Class of 2012
Did you use
social media
as a resource
when deciding
where to
enroll?
Yes
39%
No
61%

Class of 2013
Did you use
social media
as a resource
when deciding
where to
enroll?
Yes
75%
No
25%
Up 36%

2%
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%
Pinterest
Tumblr
Instagram
Twitter
YouTube
Facebook
Multiple times a day Once a day Once a week Once a month Every once in a while
What social media sites did students
use to research colleges?

Did you follow
or like a
potential
college on
social media?
Yes
49%
No
51%

Stop for a moment

1. You aren’t in control.
2. Students are your living brand.
3. Embrace this, amplify this.

42%
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 college
Conversations I had with students that attend the
school through social media
Photos I saw of the school
Conversations I had with my friends about the school
on social media
Student blogs I read
YouTube videos
Twitter feeds
Major influence Some influence No influence
Social Media and Student Influence

Institutional
Context
VS.
Student
Context

What are some things you would like
to see more of on college or university
social media sites?

Design Thinking
“Process of investigating ill-defined
problems,acquiring information,analyzing
knowledge,and posing solutions.”

Define
“Decide what issue you are trying to solve”

Research
“Collect and analyze user behavior”

What are some things you would like
to see more of on college or university
social media sites?

Students School
Information Events
Photos
What do students want to see on
college social networking sites?

What do students want?
“I would like to see like an advice column or
a FAQ section where common ‘worry’
questions can be answered to help ease the
tension upon arriving to college or while
attending college.”
“I would like to be able to ask a question and
really have anyone's response to it, and not
just an administrator telling me to look at the
blah blah tab on their website.”
“Real information. Less fluff.”

“I would like to be able to ask a question
and really have anyone's response to it,
and not just an administrator telling me to
look at the blah blah tab on their
website.”

Two questions students ask
Are they like me? Will they like me?

Student Network Usage 2012 to 2013
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter Tumblr Instagram Pinterest

Yes
78%
No
3%
Maybe
19%
Would students
join a social
network created
specifically for
admitted students
at their institution?

Social Engagement and Enrollment Outcomes

Questions?
www.inigral.com
Blog.inigral.com
@bcroke
bcroke@inigral.com

Schools’ performance 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.

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.
UCLA, NYU, Cal State, Stanford,Yale cited as good on social media
Schools doing a good job on social media – by number of mentions,
cont.

Schools doing a good job on social media – by number of mentions
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 particularly good job with social media? Please specify the school, the
platform 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

Social Media and Student Trends: Where are they headed?

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