University of Massachusetts

University of Massachusetts

Colleges Use Facebook More Effectively Than Students Do

Facebook logoMost students have a Facebook account. If not a Facebook account, they probably have some other form of social media that they use to stay connected with their friends, follow trends, and network themselves.

However, would you be surprised if 100 percent of U.S. schools that were polled say they are also using social media to do the same things? Well, according to a recent study conducted at the University of Massachusetts at Dartmouth, you shouldn’t be surprised at all because this is completely true.

“Prospective students, parents, current students, alumni – one common area in which they are all present in one or another is on Facebook,” said Kevin Morrow, the executive director of public affairs at Syracuse University. This explains why 98 percent of the universities surveyed said they have a presence on this social media website.

So, most schools are using social media to reach a large audience. But the ways they are using it vary by school and by purpose.

“The book hasn’t been written [on how to use social media],” said Michael Kaltenmark, director of web marketing and communications at Butler University. “We’re still figuring it out on a daily basis.”

So how are schools using social media? Hint, they are not just posting pictures from last weekend’s football game. Here are the top seven ways they are connecting with their “fans” on a daily basis:

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