Higher ed and social media: the survey says…

Last week, Michael Stoner and Cheryl Slover-Linett, the managing partner of Slover Linett Strategies, presented the high-level results of a study they conducted on the use of social media among higher ed marketing types. Michael shares some background on the study, and a PDF of the results, on his blog. InsideHigherEd.com also reported on some of the findings, which were shared last week at the CASE Annual Assembly in New York. About 1,000 CASE members completed the survey.

Among the findings:

  • Facebook is tops. This is probably no surprise to anyone. Ninety-four percent of respondents reported their their organizations have a presence on Facebook.
  • Multiple media. Most respondents reported using multiple forms of social media. After Facebook, the most popular tools are Twitter (67 percent), LinkedIn (61 percent) and YouTube (59 percent).
  • Engage and build the brand. The top reasons cited for using social media were to “Engage alumni,” “Create, sustain, and improve brand image” and “Increase awareness/advocacy/rankings.”
  • Social media success. Most respondents perceived their use of social media positively, gauging it as either “somewhat successful” (64 percent) or “very successful” (20 percent). Only 11 percent said their social media efforts were “not very successful” and 2 percent “not at all successful.”

There’s much more to come from this survey. Michael indicates that he plans to publish a white paper pulling from the results sometime this fall, and to present a webinar with InsideHigherEd.com. So stay tuned.


Author: andrewcareaga

Higher ed PR and marketing guy. Communications director for Missouri University of Science and Technology (Missouri S&T) in Rolla, Missouri, USA. Slow runner, mediocre guitarist, lover of music and puns, and an avid St. Louis Cardinals fan. I blog and Tweet about #highered, #music, #gocards and #random stuff.

2 thoughts on “Higher ed and social media: the survey says…”

  1. I’m eager to probe this data more deeply than I have. Indeed, there’s a larger story to be told, I think. In particular, there seems to be a disconnect between the sense that people believe they are successful and the difficulty in measuring success or results and I wonder if we’re hearing claims of success only because there are so few good models for it. On the other hand, it’s hard to imagine that institutions who have invested in social media haven’t seen increased engagement from their friends, fans, and followers — and there is value in that.

  2. I agree with Michael. The respondents that rated their results negatively are most likely having difficulties measuring the response. I have experienced this with facebook myself. However, I have not abandoned social media, but invested the resources into more effective ways to measure and/or define it’s success.

    The most succesful users of social media are the ones that are patient enough to understand that results may not be instant or easily quantified, and that’s OK. Especially when considering that social media is in its relative infancy.

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