About two-thirds of high school students use social media to research colleges, and more than one-third of those students use social media to help decide where to enroll, according to a survey conducted by Zinch, an online scholarship- and school-matching service run by Chegg, and Inigral, a tech company that focuses on student engagement online.
Of the more than 7,000 students surveyed, nearly three-quarters said they check Facebook at least once per day, while more than half never use Twitter, the next-most-visited network. Pinterest, Tumblr, and Instagram were even less popular. A study published in The Journal of College Admission that looked at the top 100 colleges and universities, as ranked by U.S. News & World Report, found that universities use an average of 3.7 social networks, with one university using as many as seven different sites.
Gil Rogers, director of College Outreach for Zinch, said universities should look at the results from the student survey and perhaps reconsider their social media strategy. “While it might be free to create accounts on these new, popular social media sites, universities should focus recruitment efforts on where they’re going to get the highest return on investment,” he said.